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 qepidemicq 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. qTheSeven Principles of WOM and Buzz Marketingq offers the essential tools aseven simple steps a 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 environmentChapter 7 Principle 6: Launch a WOM Campaign aDid you hear about the Sears specials this week, Helen?a Kimberly said on the other side of the line. aKenmore vacuum cleaners are 40 percent off! Kenmore is a good brand name, you know. ... the aagents of influence, a i.e., consumers who are more 188998_1_En_7_Chapter_OnlinePDF.pdf Chapter Chapter 7: Principle 6: Launch a WOM Campaign.
|Title||:||The Seven Principles of WOM and Buzz Marketing|
|Author||:||Panos Mourdoukoutas, George J. Siomkos|
|Publisher||:||Springer Science & Business Media - 2009-10-03|