WORD OF MOUTH MARKETING by ANDY SERNOVITS

I have been reading a book called Word of Mouth Marketing. The main question on this book is: Why do some products become huge successes without a penny of promotion and why do some multi-million-dollar advertising campaigns fail to get noticed?

In this book, Andy Sernovitz explains exactly how companies and causes of all sizes create passionate, loyal fans that do their marketing for them, for free with the word of mouth.

He develops many different ideas, such as where to start, what to do, and how to make it successful. Then, how to use word of mouth to make your company more profitable. I learned also with this book how to spend less on marketing, and how to make you customers happier.

I just want to mention two interesting extract about this book.

First about the tools we need and topic:

-          - Talkers: Find people who will talk about you

-          - Topics: Give people a reason to talk

-          - Tools: Help the message spread faster and farther

-          - Taking Part: Join the conversation

-          - Tracking: Measure and understand what people are saying

Then about the word-of-mouth marketing manifesto:

-          - Happy customers are your best advertising. Make people happy.

-          - Marketing is easy: Earn the respect and recommendation of your customers. They will do your marketing for you, for free.

-           - Ethics and good service come first.

-           - You are the user experience (not what your ads say you are).

-          - Negative word of mouth is an opportunity. Listen and learn.

-          - People are already talking. Your only option is to join the conversation.

-          - Be interesting or be invisible.

-          - If it's not worth talking about, it's not worth doing.

-          - Make the story of your company a good one.

-          - It is more fun to work at a company that people want to talk about.

-          - Use the power of word of mouth to make business treat people better.

-          - Honest marketing makes more money.

This book is very interesting and I recommend it, because it provides a base that can be completed after depending on the characteristics and company’s need.

Moreover, Sernovitz gives a lot of example to explain his idea, so is it very easy to understand and to start to imagine by yourself your own idea. So is it useful because you can start to apply his concepts immediately if you want.

The only think that I didn’t really like it was often some ideas are repeated many times.

Claire Serris