The people at trendwatching.com have spotted an innovative marketing device that cleverly uses the interactive power of the web.
SheSpeaks.com is a web site that allows women in the US to take part in testing out new products before they come on the market. At registration, participants add a few details about themselves so that they can be matched to relevant items which are then sent to their homes. After a few weeks, they then feed back to the makers on what they did and didn’t like via the SheSpeaks site. And to close the circle they get told which of their comments get taken on board.
Apparently 30,000 women have already signed up to the service, founded by former American Express marketing VP Aliza Freud.
We’ve done something very similar on a smaller scale for a Shiny Red client to successfully create buzz and gather consumer insights, and it’s definitely an approach we’ll continue to offer in future.
