word-of-mouth marketing

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Twitter just provided yet another confirmation of the power of word of mouth, and a useful tip for you if you get into the kind of trouble that I did. This could get you out of serious trouble someday: The Wednesday before the Hurricane Irene was to hit NYC, all […]

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First, I have to make a disclaimer. I am not advocating the following, I am reporting on it because it is interesting and illustrates several important properties of word of mouth. Let’s call it hoax marketing: Here’s the way it works:

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Here’s a much more manageable table of contents of Secrets of Word-of-Mouth Marketing: Marketing in a World Where People Only Listen to their Friends, 2nd Ed. April of 2011 is the target publication date. But you don’t have to wait. My deal with my publisher is that I can use […]

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The new media are not just incremental improvements. They are fundamentally new ways of doing things. They are supplanting the old media because something basic is changing. So, High Definition TV is only a quality improvement until it becomes so realistic that it changes people’s behavior. For instance, people actually […]

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I’m in the final stretch of the 2nd Edition of Secrets of Word-of-Mouth Marketing. I’ll be publishing drafts of sections and chapters here. The final is due on July 31. Those of you who would like a preview can find it as it appears here  — just subscribe to this blog […]

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Draft Table of Contents Secrets of Word-of-Mouth Marketing Comments, questions, suggestions will be greatly appreciated. What’s missing, for you? What’s unclear? What made you say, “I can’t wait.”? Prologue: The Calf-Path Poem Acknowledgments Why this book is different This is the first and only systematic word-of-mouth marketing system It gives […]

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Implied WOM — Here’s a case where it’s more important than explicit WOM The Olympic swimming competition is providing a great example of what I call “Implied Word of Mouth.” The current flurry of Olympic gold medals and world records in swimming is being attributed in large part to the […]

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David Pogue has recently attempted to explain the Macintosh Surge, and solicited opinions about it: http://pogue.blogs.nytimes.com/2008/01/18/explaining-the-macintosh-surge/ The comments, hundreds of them!, are a primer on WOM and should be read by anyone interested in WOM. (Those of you who go to the WOMMA conventions: remember when I got up and […]

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Here is an old joke, that I’m not telling for the humor. I’m telling it to make a point. An elderly man goes into confession and says to the priest, “Father, I’m 80 years old, married, have four kids and 11 grandchildren, and last night I had an affair. I […]

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The New Hampshire Primary was a cautionary marketing tale. It shows us why surveys (polls) can be very misleading. The polls missed the Clinton victory by a mile yesterday, yet they were right on target with the McCain victory. Why? No one knows exactly what happened for sure yet, but […]

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Steve Chazin, a former Apple marketing and sales exec, has identified 5 of the things that make Apple such successful marketers. This little  8 page eBook is absolutely brilliant. He calls it MarketingApple: 5 Secrets of the World’s Best Marketing Machine. I believe that there is one, underlying thing that […]

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Quick heads up: I don’t know where the word of mouth is on this one. You just HAVE to see the new Harry Potter movie (Harry Potter and the Order of the Phoenix) at the IMAX. Turns out that (only at IMAX) the last part is in the most mind-blowing […]

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Did you know that there is a hidden symbol in the FedEx logo? It symbolizes speed and precision. Once you see it, you can’t not see it. I won’t spoil the fun by pointing it out. Spoiler Alert: If you don’t know about it, stop here and look for it. […]

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Either you’re supporting the customer’s decision making, or you’re creating clutter and obstructing it. Prospects make dozens of little decisions as they move through the decision process: Decisions about entering the marketplace. “Browsing.” Decisions about learning about your products and your competitors’. Technical term: it’s called “Shopping.” Decisions about  initial […]

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In case you missed this hilarious spoof on WOM agent marketing, published over a year ago: From the Onion

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I found the WOMMA (Word of Mouth Marketing Association) conference in Washington last month both exhilarating and disturbing. I’ve been worrying about the current state of word-of-mouth marketing ever since. It was quite a turn-on to see so many people enthusiastic about word-of-mouth marketing. But, after Andy Sernovitz’ inspiring opening […]

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Update: So far, the following prediction was wrong. [See the update at the end] I still think that it will be true, when Apple finally gets around to making their Leopard announcements. It was a big disappointment to not hear anything about Mac at MacWorld Expo. Maybe instead of renaming […]

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Extraordinary review of a new product by an acknowledged expert: Pogue’s review of Zune What an example of the kind of word of mouth no one wants to get for a new product! So, how do you avoid such negative word of mouth? Involve people like David Pogue as consultants […]

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Here’s a great example of word-of-mouth marketing, on many levels. Background: I’ve recently gotten into home coffee roasting. It’s a growing trend that you’re going to be hearing a great deal about. The whole home coffee-roasting phenomenon is rife with wonderful word-of-mouth examples and case studies, about which I will […]

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