SESSION:
Generating Brand Advocacy for Boston Market

DESCRIPTION:
Having lost “top of mind” status with many consumers and serving a public whose tastes and dietary sensibilities have shifted, Boston Market faced the challenge of recapturing mindshare and breaking free from the stereotype that it offered only wintery comfort food. The brand saw an opportunity to harness social dialog and consumer advocacy for sharing news about Boston Market’s broad menu and multi-seasonal fare. In this session you will learn how Boston Market designed, executed, and optimized this word-of-mouth platform to change perceptions and drive a measureable increase in sales.

TEACHERS:
Gretchen Paules (Boston Market)
Dave Balter (BzzAgent)

THREE QUESTIONS:
What marketing challenge does your School of WOM session address?
DAVE BALTER (DB): “Boston Market needed to grow its business by expanding consumer perceptions about the breadth of its menu items and its year-round relevance. They achieved this through a year-long initiative focused on immersive brand experiences that created educated advocates who were willing to spread the word to other consumers.”

Describe the moment you knew this marketing program was making a difference.
(DB): “After an initial series of pulses that showed strong directional evidence of impact, Boston Market implemented a more rigorous test and control market to confirm the directional findings. The analysis proved that these advocates were generating actual marketplace lift in sales through their ongoing social dialog.”

Share one actionable takeaway attendees will learn from your session.
(DB): “Validating and optimizing your investment in word of mouth / social media is not a one-off effort. It requires an always on and test and learn mindset to deliver improved ROI over time.”

>> Learn more about the School of WOM and review the full agenda.