Tuning in to customers’ wants and needs to build relationships — live with PEMCO’s Rod Brooks

As we gear up for Word of Mouth Supergenius: The “How to be Great at Word of Mouth Marketing” Conference on December 16 here in Chicago, our fantastic presenters are sharing some word of mouth tips as previews for the day’s 12 how-to classes, 12 real-world case studies, and 6 brilliant author sessions.

Our amazing lineup of speakers includes word of mouth supergenius Rod Brooks, PEMCO’s VP and CMO. He’ll be presenting a case study on how PEMCO tuned in to their customers’ wants and needs to build relationships and offered up these great tips as a preview:

  • WOM can work for anyone. Even in the most mundane, uninteresting, non-sexy, highly-regulated, commodity-like product categories, products and services can be differentiated and stimulated by consumer buzz.
  • Focus on what makes you different. Identify it, clarify it, embed it, share it, and encourage others to talk about it.
  • Always think about how to measure it. Whether your budget is huge or you’re working on a shoestring, always plan for a way to measure how your fans are responding. There are lots of tools to help with this, many of them free.

Hear Rod’s live Supergenius preview (and check out our Facebook page to see all our interviews):

GasPedal's Word of Mouth Supergenius Conference!


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  1. laurent

    If I may add a twist to your second bullet:
    ….encourage others to talk about it…. -> ..encourage relevant communities to talk about it….
    I think “others” is too broad ;-). It’s too old marketing (i.e: broadcast). I see brands going into SM with this “others” mindset. It sucks.
    There’s always a core set of people who matters a lot to a particular brand. And to those people you need to show how relevant and different you are, how you solve their problem, enrich their life and so on, by providing content and evangelism that they can repurpose/distribute around.
    With social media those people that matters the most are out there, brands need to find them and empower them.

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