TORONTO, Sept. 18, 2012 /CNW/ - Buchanan Group, the company responsible
for such third party advertising vehicles as Brand Power and MediFacts, announced today the exciting launch of a new online community called
Home Tester Club. The club is hosted at www.hometesterclub.ca.
"There are new products on supermarket shelves every day," said Chris
Phyland, CEO of Buchanan Group. "Home Tester Club provides a forum for
consumers to gather online to explore what's new in the world of
consumer packaged goods and to share their new product experiences with
Home Tester Club offers comprehensive lists of new products in a variety
of categories, along with recipe ideas for new food products and
cooking demonstration videos. Home Tester Club members participate by
posting comments, reviews and ratings for both the products and the
recipes featured on the site, so that others can learn from their
experience and make more informed purchase decisions.
The idea for Home Tester Club originated in South Africa, where the
company began experimenting with the concept a year ago, quickly
growing the club's membership from 300 to over 28,000. In Canada,
Buchanan Group plans to leverage the 60,000 existing members of its
popular Brand Power online community as a starting point. Already,
Home Tester Club has logged more than 1,350 uncensored product reviews
from members in Canada, across a variety of new products.
Diane Williams, marketing consultant and President of White Rock
Enterprise Inc., says that communities like Home Tester Club are an
important part of the future landscape for product marketers to
consider. "We used to have four P's in marketing: Product, Price,
Place and Promotion. Now there's a fifth P and that's Participation,"
she said. "The magic of Home Tester Club is that a significant portion
of the content is created by the members themselves. The value comes
from members sharing knowledge with one another."
"It's a natural extension," continued Mr. Phyland. "For years, Brand
Power has been helping Canadians buy better by telling them new product
stories from the manufacturer's perspective. Now we're providing a
forum for consumers to share new product insights with each other as a
means to making purchase decisions that are even more informed. People have a natural inclination to share information; Home
Tester Club is simply a forum that will supercharge the scale of those
Buchanan Group is also launching Home Tester Club in Australia, with
plans for the U.S. and parts of Asia to soon follow.
About Buchanan Group
Buchanan Group began in Australia more than twenty years ago, and is now
recognized as a global business expert in third party advertising.
Leveraging nine different advertising platforms, leading brands have
worked with Buchanan Group to develop almost 2,000 campaigns across a
variety of media (television, print, in-store, digital and direct to
Buchanan Group has seven offices around the world. The Toronto office
services all of North America, led by Andrew Ackles, SVP The Americas.
The Global CEO, Chris Phyland, is also based in Toronto.
Image with caption: "From the makers of Brand Power comes a community where consumers can comment and share uncensored reviews for new products, find recipes and become sample advocates. (CNW Group/Buchanan Group)". Image available at: http://photos.newswire.ca/images/download/20120918_C7601_PHOTO_EN_18059.jpg
SOURCE: Buchanan Group
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