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A brainstorming guide to becoming remarkable : Word of Mouth Marketing: How Smart Companies Get People Talking, Revised Edition
Andy Sernovitz makes a point of mentioning that word of mouth advertising is as old as mankind. However, with new online media--forums, blogs, etc.--word of mouth can travel faster and further than ever before. Therefore, marketers need to understand how to use--and how not to use--Internet tools that can nowadays make or break a company.
Andy does a superb job of explaining all this in simple language that will make sense to skilled online marketers as well as business owners and executives who are just starting to figure out what business blogs are. He gives us the big picture view of word of mouth, as well as a sizable number of useful tips on how to execute effective word of mouth activities.
The book is not all about online marketing, either. One of my favorite tips is how Andy turns client business cards into luggage tags. What a great way to get talkers talking! It's very cool that Andy not only introduces new concepts, but reminds us of old ones, like handing out logo pens, that we tend to forget as we're swept up in the Internet craze. These things still work.
One thing that surprised me is Andy's emphasis on email as a word of mouth tool, maybe even the most important word of mouth tool. I've heard so many complaints about spam and "in-box overload", you wonder how long email will hold up for conversation or any other use.
There's great stuff in here for any business, regardless of size or scope.
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