Fizz: Harness The Power of Word of Mouth Marketing to Drive Brand Growth
- 3h 15m
- Ted Wright
- McGraw-Hill
- 2015
DRAMATICALLY IMPACT YOUR BOTTOM LINE WITH A POWERFUL WOMM CAMPAIGN
It may not be the oldest profession, but word of mouth is the oldest form of marketing. It's also the most effective. Now, however, it's being executed in ways that are methodical, replicable, and consistent. In this groundbreaking guide, Ted Wright, WOMM pioneer and founder of the marketing firm Fizz, reveals everything you need to know to create, drive, measure, and leverage word of mouth for maximum impact on the bottom line.
Learn how to:
- Develop and test your brand's stories for maximum word of mouth impact
- Build a reliable communications network to deliver your message
- Harness the incredible power of Big Data for profit-generating WOMM campaigns
- Find, engage, and train influencers to promote your brand
- Measure your campaign’s success with accurate analytics
Along the way, you'll find out how Wright used the very same methods to breathe new life into what was once the tired old brand of Pabst Blue Ribbon.
You'll discover how he dramatically expanded the market for Chocolate Milk. You'll read how he orchestrated the turnaround growth of the BISSELL sweeper.
Best of all, you'll learn which techniques work for your needs, and you'll have the tools to begin a WOMM campaign right away.
Today's consumer is too sophisticated to respond in a meaningful way to intrusive, interruptive, or TV-centric media models. A dispatch from the front lines of cutting-edge marketing, Fizz is a one-stop guide to making your brand the talk of the town. Your company's best friends are already out there. Use Fizz to find, engage, and leverage them.
About the Author
Ted Wright is the CEO of Fizz, the pioneering word of mouth marketing firm. He has contributed to several consumer revolutions in the U.S.--including the resurgence of Pabst Blue Ribbon among urban hipsters and the adoption of Chocolate Milk among athletes--and he's helped take his clients, such as Bissell, Intuit, AT&T, and Intel, among many others, to the next level and beyond.
In this Book
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Fizz─Harness The Power of Word of Mouth Marketing to Drive Brand Growth
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Introduction
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Influencers─Who They Are and Why You Need Them
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The Two-Ounce Culture─Why Smart Brands Sample
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What Makes You Talkable? Finding Your Brand’s Story
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Strategic Corporals─How and Why to Train Your Brand Ambassadors
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A Matter of Patience─Measuring Word of Mouth Marketing
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Big Data─The Stories Within the Numbers
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Save Your Money─Save Your Money: Word of Mouth Marketing and Small Businesses
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Myths, Lies, and Misconceptions
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Talking to Your Boss about Word of Mouth Marketing
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The Measurement Experts
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Notes
