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As a preview for Word of Mouth Supergenius on July 20 in New York, we’re taking a look back at some of the amazing presentations from our last “How to be Great at Word of Mouth Marketing” conference in Chicago.
Here, Jeff Rohrs from ExactTarget shares how Dreamfields — a unique pasta brand that won’t raise your blood sugar — found their top brand ambassadors and gave them the tools to spread the word. His big ideas:
1> Ask your fans for help
2> Empower your top talkers
3> Open up the conversation
4> See Jeff’s live presentation
1> Ask your fans for help
If your company is in need of new ideas, consider asking your fans. Before the times of Facebook and Twitter, Dreamfields began surveying their customers, asking them to give direct feedback about their experiences with the brand. As a result, Dreamfields was bombarded with incredible testimonials, new product ideas, and a great way to identify their biggest fans.
2> Empower your top talkers
Give your best talkers the tools to spread the word to others. Jeff talks about how Dreamfields reached out to over 40,000 doctors and nutritionists — some of their best talkers — and sent them pasta samples. The result was a 70 percent conversion rate to prospective customers and further requests for more samples to give to their friends, families, and patients.
3> Open up the conversation
Jeff talks about how Dreamfields evolved their one-way email conversation with their fans into a full-fledged social media campaign that now allows a productive two-way conversation. By including “share this” options, Dreamfields pushed their fans into other environments where they could participate in the discussion. When you take the conversation into the open, it makes it easier for new fans to get involved.
4> See Jeff’s live presentation from Word of Mouth Supergenius
Check out Jeff’s presentation from Word of Mouth Supergenius — and join us live in New York on July 20 to see a bunch of amazing marketers share case studies like this:
