The Seven Principles of WOM and Buzz Marketing

Crossing the Tipping Point

By: Panos Mourdoukoutas, George J. Siomkos

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Hardcover | 15 October 2009

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Hardcover
118 Pages

Dimensions(cm)
24.13 x 16.51 x 1.27

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Why are word-of-mouth campaigns effective for some products, while failing for others? Which group of consumers should be the target of viral marketing efforts, and how can you turn word of mouth into buzz? Panos Mourdoukoutas and George J Siomkos provide the answers!

The transformation of a desire for a product into an "epidemic" was, is and will always be the dream of each and every marketer. For some marketers this dream becomes reality. For others it remains simply a fantasy. "The Seven Principles of WOM and Buzz Marketing" offers the essential tools - seven simple steps - to launch an effective WOM and buzz campaign that helps products to cross the tipping point and to reach the mass market:

Begin with the consumers

Be innovative

Target the right group

Create the right message

Find the right environment

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Non-Fiction Business & Management Ownership & Organisation of Enterprises Small Businesses & Self-Employed Sales & Marketing Management & Management Techniques

Introduction: How to Cross the Tipping Point	p. 1
Principle 1: Begin with the Consumer	p. 9
A Case in Focus: Beginning with the Consumer the Under Armour Athletic Apparel Way	p. 16
Principle 2: Be Innovative	p. 19
A Case-in-Focus: Mastering Innovation the Apple Way	p. 26
Principle 3: Target the Right Group	p. 27
Case-in-Focus: Why TiVo has yet to Reach the Tipping Point	p. 39
Principle 4: Create the Right Message	p. 41
A Case-in-Focus: Making Flying as Affordable as a Pair of Jeans - £29 One Way: Conveying the Message as Easy Jet Does	p. 49
Principle 5: Find the Right Context	p. 51
Case-in-Focus: McDonald's and Starbucks Capitalize on Emerging Social Trends	p. 58
Principle 6: Launch a WOM Campaign	p. 61
Case-in-Focus: The Simpsons Family is Getting Big through a WOM Campaign	p. 74
Principle 7: Turn WOM into Buzz	p. 77
Carefully Select the Target(s)	p. 83
Stir up Interest in the Product	p. 84
Transform Product Interest into Desire and Passion	p. 87
Hire Mass Seducers to Infiltrate the Ranks of Consumers	p. 88
Keep the Hype Alive	p. 90
A Case-in-Focus: Using Buzz and WOM to Build Craft-Beer Brands	p. 92
The Craft-Beer Market	p. 92
The Consumers	p. 93
Craft-Beer Brands	p. 93
The Case of Rolling Rock: Buzz Through Viral Marketing	p. 93
The Case of Blue Moon: Using WOM to Build the Brand	p. 93
Bibliography	p. 95
About the Authors	p. 101
Epilogue	p. 103
Table of Contents provided by Ingram. All Rights Reserved.

The Seven Principles of WOM and Buzz Marketing

Crossing the Tipping Point

At a Glance

Hardcover

Shipping

How to return your order

Defective items

You Can Find This Book In

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