In a study released in April of 2008 entitled, “Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site,” researchers Michael Trusov, Randolph E. Bucklin, and Koen H. Pauwels found that the elasticity (the change in sales resulting from each dollar spent) of word of mouth marketing is roughly 30 times higher than that of traditional…
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How Beck is feeding music fans fresh stuff to share (and increasing web traffic by 500 percent)
Instead of releasing a new album in one big splash, singer-songwriter Beck is dripping out a bunch of free covers online as part of his new “Record Club” project — beginning with a reinterpretation of classic rock band The Velvet Underground‘s 1967 debut album. Collaborating with about eight friends and musicians, Beck recorded the songs in one day…
Create word of mouth by giving your customers the tools for talking
[Given the holiday week, we’re doing our part to give your inbox a break. We’ll be back to our regular newsletter next week.] One of the best ways to get a customer talking about you is to send them off with something great that they can share. It’s all about putting the tools for talking…
Gap finds their talkers on the trading floor
When brainstorming groups of talkers, it’s important to think beyond the people who buy your stuff. Ferrari’s biggest talkers, for example, aren’t expensive car buyers, they’re the 15-year-old kids with posters on the wall. Your best talkers may be local cab drivers, waiters at area restaurants, or bellhops. Gap got it right when they reached out to NYSE…
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A pleasant surprise never fails to create word of mouth
A little surprise gift that tops off an already-excellent customer experience remains one of the best ways ensure your customers tell the next five people they see about you. Cafe Augusta — a new restaurant in Lenexa, Kansas — not only offers great service and great food, but they also surprise customers with a free pint…
PEMCO Insurance’s Tweetup that increased relevant Twitter mentions by 100% in one day
When PEMCO Insurance introduced their new ad campaign, focusing on the quirks of different personalities in the Northwest, they invited a bunch of talkers to get together for a Tweetup at Seattle’s Space Needle. To invite the online influencers, PEMCO’s CMO Rod Brooks contacted them personally via Twitter and offered them a VIP pass to…
