Bill Samuels Jr. is a 7th-generation bourbon maker and president of Maker’s Mark. His Ambassador Program is, time and again, considered the gold standard of product fan clubs. 500,000 people proudly carry a membership card to show their support for this brand. Guess what? It ain’t about social media. The entire program is run with [...]
Archive | December, 2009
Would your employees send you a love letter on the way out the door?
A classic from Southwest Airlines’ Paula Berg who is leaving the beloved airline after 10 years: 68 REASONS WHY I’VE LOVED WORKING AT SOUTHWEST AIRLINES This puddle. The response you receive when you tell someone that you work for Southwest Airlines. Free flights. The People – There are times when I pass folks in the [...]
Be there when they need you, make a friend for life
It snowed hard in Chicago last night. Flights were canceled. And then I got this email from a local hotel: From: Susan Richter Sent: Tuesday, December 08, 2009 6:01 PM Subject: Belden-Stratford Blizzard Rates For December 8, 2009 the Belden-Straftord is offering blizzard rates: $69 for any standard room $99 for any suite Reservation must [...]
Combine advertising and word of mouth. Ask your friends. Ask Twitter. Ask Facebook.
Tempur-Pedic mattresses does a great job of combining traditional advertising with word of mouth. We know that word of mouth is more trusted and effective than advertising. If you have great word of mouth, use your advertising to push people to that word of mouth. It’s more effective than any canned message you could create. [...]
Book Club: A free chapter of Mitch Joel’s Six Pixels of Separation and win a signed hardcover copy
Friends, I’m thrilled to announce the Word of Mouth Book Club. Every week we’re going to give away a fascinating chapter of a great marketing book. We’re also going to give away 10 signed copies of the hardcover book. To win, just share the free chapter. The contest is sponsored by SmartBrief on Social Media [...]
Interesting Peeps Dinners
Another great word of mouth strategy from The Parsinen Law Firm in Minneapolis. (I wrote about them here.) Here’s what they do: The lawyers are asked to identify people who they know–clients and non–who are interesting people. Our goal is to group individuals who will benefit by knowing each other–personally or professionally. The group is [...]
Emissions Testing, Usability Testing, Focus Groups, and Analytics
A Focus Group is a bunch of people chatting about how the feel about something. How they feel has nothing to do with if it works or if they will buy it. But you’ll get some good ideas. Usability Testing tells you if a thing, usually a web site, lets users get a job done, [...]
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