Word of Mouth Marketing: How Smart Companies Get People Talking
- Media: Book (Hardcover, 216 pages)
- ISBN: 1419593331
- Publisher: Kaplan Business
- Release Date: Nov 1, 2006
Product Description
Master the art of word of mouth marketing with this fun, practical, hands-on guide.
With straightforward advice and humor, marketing expert Andy Sernovitz will show you how the world’s most respected and profitable companies get their best customers for free through the power of word of mouth.
Learn the five essential steps that make word of mouth work and everything you need to get started using them. Understand the real purpose of blogs, communities, viral email, evangelists, and buzz—when to use them and how simple it is to make them work.
Learn what sparks the irrepressible enthusiasm of Apple and TiVo fans. Understand why everyone is talking about a certain restaurant, car, band, or dry cleaner—and why other businesses and products are ignored. Discover why some products become huge successes without a penny of promotion—and why some multi-million-dollar advertising campaigns fail to get noticed.
Open your eyes to a new way of doing business—that honest marketing makes more money, because customers who trust you will talk about you. Learn how to be the remarkable company that people want to share with their friends.
A must-read book for first-time entrepreneurs
I would recommend it to any businessman, specially for first-time entrepreneurs, because most of the things that it says can be done without a large budget, and are extremely useful.
If you're a millenial like me... I think most of the advices could be figured out by yourself, but this book put it all together in a very easy guide. Just buy it now if you haven't read it!!
The WOM on WOM Marketing
My favorite concept in Andy's book is that WOM is a thought process and tool set that you add to any marketing campaign, not a specific campaign by itself. The book is packed with easy and actionable ways to add WOM components to all of your marketing. Andy offers ways to cost effectively test different WOM methods to see what works. I have been able to implement simple and effective techniques like adding TAF links to our website and digital communications and preparing to test a WOM campaign component in specific metro markets.
The most critical part of using WOM is allocating the resources in your company to take part in the on-going conversation. Any program that leverages these techniques will need to plan for this.
I have also been fortunate enough to participate in a one day WOM seminar led by Andy. If you have the opportunity to learn from him in person, I recommend taking it - it's a great way to get the color behind the ideas in the book.
Usefull information
good
So far, everything in the book is based on common sense...I mean, nothing really grab my attention as a new way that can make me think "aha!"
It's a good book tough...suitable enough for my thesis:)
Sernovitz clearly "gets it"
Where Sernovitz really excels is his understanding of the dynamics of online WOM. Anytime you try to make a short-term gain, whether it be through spam or controlling what your customers say about you, you will lose. It does more harm than good. Having strong ethics and being a good person/company is what wins in the online world.
This is one of the few books I would dub as a "must read" for any marketer, both online and off.
