The secrets of word-of-mouth marketing: how to trigger exponential sales through runaway word of mouth
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
New York
AMACOM
2001
|
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018673733&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018673733&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Includes index. |
| Umfang: | xii, 258 p. 23 cm |
| ISBN: | 0814470726 9780814470725 |
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Datensatz im Suchindex
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|---|---|
| adam_text | $17.95
Sales
&
Marketing
The secret to marketing success is no secret at all: Word of mouth is all that matters.
In this thorough, useful book,
Silverman
tells you what matters. Buy it now.
..
before
your competition does.
—
Seth
Godin,
author, Unleashing the
Ideavirus
A fabulous road map to highly effective, very inexpensive marketing. This book is
word of mouth raised to an art form, and it s presented so that the techniques can
be used immediately. A well-written book by a well-versed expert.
—
Alan Weiss, Ph.D., author, The Ultimate Consultant
There s no doubt about it
—
word-of-mouth marketing is the most powerful, persuasive
marketing weapon available. It drives consumers to try a product or service more than
any other marketing technique
...
more than advertising, salespeople, direct response, and
public relations combined! But if you re a professional marketer, how do you harness this
influential force? Isn t word of mouth, by nature, out of one s control?
Far from it! In this authoritative, easy-to-read book, George
Silverman
(an expert in creat¬
ing word-of-mouth campaigns ) lets you in on dozens of detailed techniques for how to
launch your own highly successful WOM effort. The book includes:
Thirty ways of capturing WOM, including: experts, seminars, workshops, the Internet,
videotapes, testimonials, hotlines, internal WOM, viral marketing, and many, many more.
The unique and all-important Decision Matrix™.
The five secrets of decision acceleration.
The seven-step process and step-by-step guide for creating a WOM campaign.
How WOM works differently in different stages of the product-adoption cycle.
Short stories about how several high-profile companies jump-started their success
through WOM, featuring Harley-Davidson, Netscape Navigator, Apple Computer,
and others.
The six things you should do to benefit from WOM on the Internet.
The unique characteristics of WOM
—
and when and why conventional marketing
methods will fail.
The five product types for which you should NOT use WOM.
In today s media circus, where aggressive television ads, flashy Web sites, and glossy
brochures compete ever more frantically for consumer attention, word-of-mouth
marketing is more crucial than ever. Let The Secrets of Word-of-Mouth Marketing show
you how to ignite a campaign, then watch it spread like wildfire!
GEORGE
SILVERMAN
is president and founder of Market Navigation Inc., in
Orangeburg,
New York, a marketing consulting firm that specializes in creating multifold sales
increases through generation of positive word of mouth. A former psychologist,
Silverman
has created WOM campaigns for many major companies, including dozens
of Fortune
500
companies.
Contents
Acknowledgments
ix
Prologue:
The Calf-Path
1
Introduction
5
The Copernican Revolution in Marketing
·
Word of
Mouth Is More Important Now Than Ever Before
CHAPTER
1—
Dominating Your Market by
Shortening the Customer Decision Cycle
11
Why Decision Speed Determines Product Success
·
Why Speed Equals Multiplied Sales
·
How Decision
Time Can Be Cut in Half
·
The Secret to Shortening
the Customer s Decision Cycle
CHAPTER
2—
The Power of Word of Mouth
21
Understanding Word of Mouth
·
Word of Mouth:
The Most Powerful Force in the Marketplace
·
The
Power of Word of Mouth: Independent Credibility
·
The Hidden Advantage of Word of Mouth:
Experience Delivery
·
Other Reasons Why Word of
Mouth Is a Powerful Persuader
vi
Contents
CHAPTER
3—
The Nine Levels of Word of Mouth
39
The Minus Levels
·
Level
0 ·
The Plus Levels
·
Word
of Mouth in the Real World
CHAPTER
4—
Harnessing Word of Mouth
53
The Six-Step Process
·
The Process in Detail
·
Thirty
Ways of Harnessing Word of Mouth
·
Internal
Word-of-Mouth
CHAPTER
5—
Using Word of Mouth to Speed the
Decision Process
65
The Decision Process
·
How Word of Mouth Works
in Different Parts of the Adoption Cycle
·
The
Decision Matrix™
CHAPTER
6—
Delivering the Message
83
Sources of Word of Mouth
·
The Power of Experts
·
Delivery of Word of Mouth
·
Champions
·
Why
Traditional Media Lose Effectiveness
·
How to
Accelerate Experience Gathering
·
Above All, You
Need a Story
·
The Science of
Mêmes
CHAPTER
7—
Viral Marketing
105
How to Spread Ideas Like the Plague
·
Viral
Marketing on the Internet
·
Word-of-Mouth on the
Internet
·
Non-Internet Viral Marketing
CHAPTER
8—
Researching Word of Mouth
117
What Do People Talk About?
·
Negative Word of
Mouth
·
How to Research Word of Mouth
·
Other
Research Designs
·
How to Analyze Word-of-
Mouth Sessions
CHAPTER
9—
Constructing a Word-of-Mouth
Campaign
131
Contents
vii
The Ultimate Word-of-Mouth Program
·
How I
First Harnessed Word-of-Mouth
CHAPTER
10—
Word of Mouth, the Tried and True
Way
145
My Father s Drugstore
·
(Almost) Everything I Know
about Marketing I Learned in My Father s Drugstore,
or Irving Silverman s Rules of Marketing
·
Specific
Steps in Creating a Word-of-Mouth Campaign
CHAPTER
11—
Campaign Methods That Work Best
161
Word-of-Mouth Campaigns with High-Ticket,
Professional Products
·
Which Word-of-Mouth
Methods Work Best?
·
Word-of-Mouth Checklist
·
Building a Professional Practice through Word of
Mouth
·
The Word-of-Mouth Toolkit
CHAPTER
12—
Practical Tips and Suggestions
183
Using Experts
·
Using Seminars, Workshops, and
Speeches
·
Canned Word of Mouth
·
Referral
Selling
·
Referral Selling Program
·
Using the Different
Media
·
Salespeople
·
How to Spur the Stampede
CHAPTER
13—
The Secrets of Word-of-Mouth
Marketing
193
Five Secrets of Marketing
·
Five Secrets of Decision
Acceleration
·
Twenty-Eight Secrets of Word-of-
Mouth Marketing
CHAPTER
14—
An Allegory: The Emperor s New
Marketing
209
Other Questions That Could Be Asked
CHAPTER
15—
The Future
215
viii Contents
Recommended Reading
219
APPENDIX A: What Drives People to Web Sites
223
APPENDIX B: The New Gatekeepers
227
APPENDIX C: How to Conduct Employee Research
233
APPENDIX D: Tom Peters on Word of Mouth
237
Getting Word of Mouth Organized
·
The Search for
Small, Progressive Buyers
·
First Steps
APPENDIX E: Word of Mouth in Practice:
Promoting
Paddi
Lund s Book
243
Index
247
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| discipline | Wirtschaftswissenschaften |
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| title | The secrets of word-of-mouth marketing how to trigger exponential sales through runaway word of mouth |
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| title_full_unstemmed | The secrets of word-of-mouth marketing how to trigger exponential sales through runaway word of mouth by George Silverman |
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