Video: Mike Faith explains how took risks that got people talking

Boring stuff doesn’t start conversations. But risky, unexpected, and surprising? Now we’re talking.

If it pushes the edge, it could be great word of mouth marketing. What wacky stunt have you been too afraid to try? Is it unique, repeatable, or topical? Would it have more people laughing than shaking their heads?

In the video below, CEO Mike Faith shares some risky word of mouth campaigns used to get people talking. He talks about how they offered super fans headsets for life in return for getting a tattoo. Mike also shares how excluding prospective customers like Apple, Boeing, and Whole Foods from special offers in direct mail (but not excluding them from the mailing list) got them twice the general mail piece response.

In his presentation, Mike also explains:

  • Why is the number two buyer of tootsie rolls in the world
  • Why giving gifts to politicians is a good idea
  • How customer love still trumps any marketing stunt

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