Wait Marketing turns consumers’ waiting time into the perfect opportunity to communicate.Amsterdam -- October 23, 2007 -- Marketing research firm DervalResearch, in collaboration with word-of-mouth agency BuzzParadise, today announced the U.S. release of the book “Wait Marketing: Communicate at the Right Moment at the Right Place” (240 pages), available on Amazon.com for $24.95.
With several thousand copies sold in Europe, the book explains - based on success stories such as the free newspaper Metro on public transport or the Toyota TV campaign in doctor's waiting rooms - why companies should stop bothering consumers with disruptive and expensive ads and start communicating with them when they are receptive: while they are waiting. “Wait Marketing is about finding a good place and time to communicate with people who might be receptive to what you have to say, because they have nothing better to do!” Mrs. Chandrasekar, VP and Executive Planning Director at J. Walter Thomson,
www.jwt.com .
“Consumers have proved two to three times more receptive to advertising while they are waiting.” confirms Prof. Diana Derval, MBA, President of DervalResearch, inventor and guru of Wait Marketing, author of the book. “Research shows that the same TV commercial is memorized by 17% of the consumers watching it at home and by 27% of the consumers watching it in the doctor’s waiting room”. Leading brands such as M&M’s, TomTom, HP, Philips, Palm, IBM, Air Canada and Jaguar - convinced that Wait Marketing helps firms communicate in an effective, affordable and consumer-friendly way - collaborated to this practical guide.
End of August, BuzzParadise sent a copy of the book - as well as a Voocardä, representing a miniature version of the book and containing a tasty french cookie with the catchline « We are exposed to hundreds of intrusive ads every day. C’est la vie !* Hummm ... May be is it the right time for wait marketing ? * That’s the way the cookie crumbles ! - to 40 influencers and bloggers selected in the U.S. They responded positively to this surprise by posting reviews of the book “Wait Marketing” on their blogs. Philip G. Davis, expert in book publishing and author of the book « Fast and Furious book promotion » asked Prof. Derval to share her marketing expertise on
www.authorsonthenet.com : “Reading Professor Derval's book, my mind couldn't stop thinking of new, unique ways to use Wait Marketing to promote my business!”
Prof. Diana Derval starts her U.S. promotion tour at CTIA in San Francisco, on October 25, 2007. She will present the “Wait Marketing” approach at the Wine&Business Club® chapter of San Jose on Friday, October 26, 2007 from 6 to 8pm at Fleur de Luxe™.
About the book "Wait Marketing" - available on Amazon.com On public transport, in the doctor’s waiting room, while downloading a video from the Internet, consumers have proved 2 to 3 times more receptive to advertising than when sitting in front of their television. Wait marketing helps companies turn consumers’ waiting time into the perfect opportunity to communicate in an innovative and effective way. This easy to implement method designed by Prof. Diana Derval is aimed at all companies, start-ups and large corporations looking for solutions to save significant part of their budget, as well as advertisers and agencies in search of affordable solutions to increase the impact of their communication. With wait marketing advertising becomes affordable. This genuine practical guide - that already sold several thousand copies - will accompany companies in the design, implementation and follow-up of wait marketing campaigns: - How to define and negotiate a communications budget? - Which media and partners to select? - How to reach, convince and convert consumers? For more information, please visit
www.wait-marketing.com DervalResearch, with a strong focus on new product development and commercialization, is the marketing research firm for innovative and fast-growing companies. Operating worldwide from Amsterdam, Netherlands , the firm founded in 2006 by Diana Derval - MBA, professor of marketing, inventor and author of the book Wait Marketing - identifies and turns the latest market trends, such as wait marketing, into easy-to-implement best practice. DervalResearch helps general managers, marketers and entrepreneurs build winning sales and marketing strategies with solutions, including product and technology roadmap, customer insight and use cases, marketing and business plan, workshops and seminars. For more information, please visit
www.derval-research.com or email us at
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About BuzzParadiseBuzzParadise® is a community based in 12 countries and counting more than 20,000 members. The BuzzAngels are invited to exclusively test new products or services in their favourite fields and to freely and honestly speak their mind about it on their blogs and in their own environment... These opinions allow internet users to form an own neutral and more precise opinion on the advantages and disadvantages of a product or service. For more information please visit
www.buzzparadise.com .
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