One of my favourite (seemingly obvious) benefits of the concept of word of mouth is that messages are only shared if they’re worth-while. We spend a lot of time educating clients & the industry that the strength of advocates centers around valuable and relevant (brand) messages that friends & social networks are keen to get on board with, and share…and share again!
Enter Cash Mobbing. The ultimate in the art in IGNITING PEOPLE POWER! Cash Mobbing is a new-ish initiative developed in response to the steady decline in local businesses’ revenue. Cash mobbing involves a group of like-minded individuals coming together (often across Facebook an other social networking sites), targeting a local store, and SPENDING with that store across a specified day. The idea is revenue is boosted significantly and the store has a better chance to stay afloat in the not-so-stable US economy.
Credit card giant Amex has sat up to take notice of this mob-fuelled philanthropy and offered their services in the form of a $25 credit at each targeted store. Talk about a conversation starter! This kind of campaign not only builds advocacy for Amex, but the local store too, as well as highlighting the importance of supporting local businesses during hard times.