WORD OF MOUTH
According to primary research, the Gourmet Go-getter puts the most value on word of mouth recommendations. Personal recommendations from friends, family and coworkers hold high importance in the consumer’ s mind. Hearing about a positive experience will stand out more than a short review they may come across on Yelp. This is an essential touch point Ruth’ s Chris needs to capitalize on, since networking is already a large part of our targets lives. Whether it’ s friends on Facebook, business contacts or close family, each branch of that network plays an important role in recommending fine dining restaurants. Currently, positive word of mouth recommendations for Ruth’ s Chris are low, due to the low brand awareness and low frequency among the current target. Steps: 2, 3, 6 & 7
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