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NEW YORK Marketers often make the mistake of pushing their brand’s message too hard when attempting to kick-start word-of-mouth campaigns. Pushing too hard can backfire, executives agreed here on Wednesday at an Advertising Week panel discussion.
“You don’t want the consumers to talk about the message—you want them to talk about things they are interested in talking about,” said Steve Knox, CEO of Procter & Gamble’s Tremor, a business unit created to generate word-of-mouth buzz for products.
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