From the book: New word of mouth case study on Levenger

One of the biggest additions to the new edition of the best-selling book, Word of Mouth Marketing: How Smart Companies Get People Talking, is the five new case studies of brilliant word of mouth marketing from Dell, Potbelly, FreshBooks, Microsoft, and Levenger. We’ve highlighted a different case study each day this week, and are rounding things out with Levenger:

Word of Mouth Case Study: Levenger — Anyone Can Do it

Levenger sells sophisticated pens, notepads, and organizers. They also have an impressive number of talkers and a strong presence in the word of mouth conversation.

Every day, Ryan Rasmussen, their social media evangelist, goes online and looks for people talking about Levenger. He answers their questions, helps them use their products, and sometimes uploads a little video demonstration to YouTube.

He also looks for people talking about fountain pens and personal organization systems, because people who like these topics tend to like Levenger products. When he finds these talkers, he comments in the forums, adds a suggestion, or shares a useful link. Sometimes he gives out a free sample.

Guess what happens? People keep talking about Levenger. They appreciate the attention from the company and they like the fact that someone from the company takes the initiative to contribute to the conversation. There are now thousands of discussions and web pages that mention Levenger.

The best part: Ryan’s real job is manager of the Levenger department at a Macy’s in Chicago. He’s not a marketer or a PR person. He went to art school. But he has word of mouth skill #1: Passion for the product and a desire to share it.

Find your Ryan. There is someone in your company who would love to do this for you.

We’re giving away 10 copies of Andy’s book. You can win one by letting a friend know about it! Click here for more details.


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  1. Topics about Pens » Archive » From the book: New word of mouth case study on Levenger - March 28, 2009

    […] Design Inspiration placed an observative post today on From the book: New word of mouth case study on LevengerHere’s a quick excerptLevenger sells sophisticated pens, notepads, and organizers. They also have an impressive number of … Sometimes he gives out a free sample. […]

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