The IstotneInformacje.pl service conducted a two-week poll asking Readers to assess the idea of promoting the city by “word of mouth.” According to Agnieszka Gergont, this method is highly effective.
A total of 587 votes were cast in the poll. 91% of voters stated that this type of promotion is stupid. 6% considered it a great idea, while 3% of poll participants had no opinion on the matter.
Asked for comment, Mateusz Zmyślony from Grupa Eskadra, one of the best-known advertising agencies in Poland, wrote: “Word of mouth (in its deliberate, professional version, called ‘WoM,’ from the English ‘Word of Mouth’) is a very difficult marketing technique. When applied correctly, it is extremely effective.” He added: “However, if we take into account the level from which most Polish cities begin work on their image, I think it is more sensible to first focus on the basics, such as creating marketing strategies, developing solid, traditional advertising and PR tools, and only then gradually supplementing the city’s communications arsenal with new, more sophisticated techniques.”
The expert noted that there are numerous cities that use highly effective WoM. However, it most often has solid foundations: “a cool place – cool people – cool opinions.” Is that the case with Bolesławiec?
(ii information)