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Word of Mouth Marketing : How Smart Companies Get People Talking

ISBN: 9781608323661 | 1608323668

Format: Paperback
Publisher: Greenleaf Book Group Llc
Pub. Date: 4/30/2012

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Summary Table of Contents

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 ... MOREwhy 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: 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.

Whether they own a single restaurant or are a Fortune 500 marketing executive, readers will master the art of word of mouth marketing with this practical, funny, and genuine guide. A down-to-earth explanation of one of the most underutilized marketing tools available. With straightforward advice and humor, marketing expert Andy Sernovitz shows how the world's most respected and profitable companies get their best customers free of charge through the power of word of mouth. He argues that even a shred of falseness in an ad is enough to turn away business, but with a good product and honest marketing, satisfied customers' word of mouth will do the lion's share of the sales work. Big ideas, top ten lists, and case studies. This is no textbook: as he examines every angle of word of mouth marketing and how everyone can use it to boost their company's profile, Sernovitz incorporates entertaining, engaging elements like anecdotes, lists, and case studies that make his points stick. Readers will learn 3 Reasons People Talk About You 4 Rules of Word of Mouth Marketing 5 Ts of Word of Mouth Marketing 6 Big Ideas: Deep Stuff That Changes Marketing Forever Written by the guru of the word of mouth movement. Sernovitz has helped countless companies understand the radical changes brought by blogs, social networks, and consumer-generated media. The founder of the Word of Mouth Marketing Association and a former Wharton instructor, he has worked with hundreds of entrepreneurs and the biggest brands, including Sprint, Kimberly-Clark, Ralph Lauren, Lands' End, TiVo, ABC, and AIG, in addition to giving keynotes around the country on word of mouth marketing.

Foreword	p. vii
Preface	p. ix
Introduction	p. xi
A Note to the Reader	p. xvii
The Essential Concepts
What Is Word of Mouth Marketing?	p. 3
Deep Stuff: Six Big Ideas	p. 37
The Word of Mouth Marketing Manifesto	p. 59
How to Do It
The Five Ts in Action	p. 63
Talkers: Who Will Tell Thei... MOREr Friends About You?	p. 71
Topics: What Will They Talk About?	p. 101
Tools: How Can You Help the Message Travel?	p. 127
Taking Part: How Can You Join the Conversation?	p. 163
Tracking: What Are People Saying About You?	p. 189
And in the End...
Sixteen Sure-Thing, Must-Do, Awfully Easy Word of Mouth Marketing Techniques	p. 201
Creating Your Action Plan	p. 202
Choose To Be Good	p. 204
Afterword: Yet Another Top Ten	p. 205
Thank You	p. 207
About the Author	p. 215
Table of Contents provided by Ingram. All Rights Reserved.

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