Interessant artikel in Stuart Elliott’s column in de New York Times van 10 oktober:

As the Wachovia Corporation considers its ad spending for 2006, James J. Garrity, chief marketing officer, said in an interview, discussions include “spending more on public relations, significantly more on online and more in ‘viral’ or ‘buzz’ marketing” – as well as “less on traditional broadcast TV.”

The interest in buzz marketing was piqued by a recent test in several small markets of a promotion carrying the theme “What is it?,” Mr. Garrity said. The promotion included bank employees wearing “What is it?” T-shirts washing windows of cars as they drove up to drive-in tellers.

When consumers asked what “it” was, employees replied, “Customer service,” he added, giving them a chance to discuss Wachovia products and services.