Leveraging the Power of Word of Mouth

Leveraging the Power of Word of Mouth
If I had a dollar for every time someone told me that Word of Mouth is their best source of business, I’d be a rich woman! Whether you’re a B2B, B2C or services company, Word of Mouth will always be your best source of business! Learn a little more about how to make it work for you in this quick video....

Measuring Your Brand’s Word of Mouth Potential: Net Promoter Score

Measuring Your Brand’s Word of Mouth Potential: Net Promoter Score
Last week I was contacted by two colleagues who had questions about using the Net Promoter Score (NPS) metric. NPS measures customer loyalty, and it came to prominence in a 2003 Harvard Business Review article, The One Number You Need to Grow, by Frederick Reichheld and Bain & Company. Reichheld’s assertion in the article was that it is...

Book Launch! Marketing Your Book By Working Your Network

Book Launch! Marketing Your Book By Working Your Network
Occasionally I get asked for recommendations for marketing a book. This email, from my business school friend Sheryl O’Laughlin, is a great example of leveraging social media and your connections to spread the word about a book or anything else you’re personally passionate about. It was written by Sheryl to spread the word about her...

The Care and Feeding of Your Brand Ambassadors

The Care and Feeding of Your Brand Ambassadors
One of the Techstars companies I mentored this summer, Pak’d, delivers healthy custom lunches to your door. Targeted at moms, Pak’d has had a lot of success using a “Mombassador” program in the Chicago area as part of its launch. I was recently having lunch w Rebecca, one of the co-founders, when she asked me for advice about managing and...

Dollar Shave Club’s Viral Video: Behind the Scenes

Dollar Shave Club’s Viral Video: Behind the Scenes
Google recently told one of the startups I advise, ZipFit, that they should consider adding a YouTube video ad to their online mix to increase their overall click through rate. That’s easy for Google to say, but ZipFit has almost no budget for marketing of any kind. However the ZipFit team figured that if Dollar Shave Club could throw...

Maximizing Your Brand’s Word of Mouth Potential

Maximizing Your Brand’s Word of Mouth Potential
A few months ago, we went to hear Professor Jonah Berger talk about his book, Contagious. The book is a useful primer on how to make your product/service more likely to receive word of mouth (WOM) advocacy from your customers. Having spent time consulting for Procter & Gamble’s groundbreaking WOM group, Vocalpoint, we know the importance of...

Missed customer loyalty opportunity

My mom recently experienced a problem with an OXO can opener. She sent OXO an email about her experience, and, to their credit, OXO immediately responded with an apology and a full refund. My mom was very satisfied. The story doesn’t end here, though. About a week later, a large package arrived at my parents’ home. Inside was a...

Word-of-mouth marketing by service company

I received this email from Verne Harnish of Gazelles.com earlier this week. It’s a great example of creatively generating grassroots marketing. This word of mouth marketing idea was great for many reasons, two of which are: 1. It’s a real win-win. Anyone can send a personalized copy of Verne’s autographed book as a gift, free....