Issue #139: Word of mouth for old stuff

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Word of mouth can work just as well for classic brands and products as it does for the latest technology and new releases, here’s how to do it:

1> Make a remix
2> Make an alumni group
3> Make a greatest hits package

1> Make a remix

Refresh your classic product and its topic with a new remix or remake of the original version. Musicians do it all the time by collaborating with other artists on classic songs, as do production companies with “director’s cut” editions of popular films. The same concept could work for your classic menu items, old products, and best-sellers.

2> Make an alumni group

A core group of fans of your classic stuff can be some of the best talkers. Help your fans get together by creating an alumni group where they can share photos, tell old stories, and coordinate reunion events. If you can help them talk and share, they’ll create excitement that brings in the curious outsiders.

3> Make a greatest hits package

Get people talking about your older work with a compilation, a best-of, or a greatest hits package. Like a best-seller list, a “greatest hits” selection has excellent passive word of mouth value and is a great way to convey the popularity of your stuff. Sometimes fans get caught up in the new gizmos and product releases, which makes a compilation of your best work a great way to remind the world of how fantastic your stuff is.

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