L’ultima delle strategie pubblicitarie sarebbe il passaparola, scrive il Times. Sembra una stupidaggine, ma funziona. Una ditta di wurstel di pollo si e affidata a certi pubblicitari che non hanno fatto che mobilitare un bel po’ di persone affinche creassero il fenomeno tra la gente. Questo, per esempio, e stato quello che ha fatto una volontaria (non pagata), di nome Gabriella, per la societa Al Fresco:
At one grocery store, Gabriella asked a manager why there was no Al Fresco sausage available. At a second store, she dropped a card touting the product into the suggestion box. At a third, she talked a stranger into buying a package. She suggested that the organizers of a neighborhood picnic serve Al Fresco. She took some to a friend’s house for dinner and (she reported back) ‘‘explained to her how the sausage comes in six delicious flavors.’’ Talking to another friend whom she had already converted into an Al Fresco customer, she noted that the product is ‘‘not just for barbecues’’ and would be good at breakfast too. She even wrote to a local priest known for his interest in Italian food, suggesting a recipe for Tuscan white-bean soup that included Al Fresco sausage. The priest wrote back to say he’d give it a try. Gabriella asked me not to use her last name. The Al Fresco campaign is over – having notably boosted sales, by 100 percent in some stores – but she is still spreading word of mouth about a variety of other products, and revealing her identity, she said, would undermine her effectiveness as an agent.
La stessa cosa era stata fatta con dei telefonini Sony Ericsson nel ‘92 oppure, dalla stessa societa pubblicitaria, con un libro.