The Seven Principles of WOM and Buzz Marketing (eBook)

Preface 6
Acknowledgments 8
Contents 9
Introduction: How to Cross the Tipping Point 11
Principle 1: Begin with the Consumer 19
2.1 A Case in Focus: Beginning with the Consumer the Under Armour Athletic Apparel Way 26
Sources 27
Principle 2: Be Innovative 28
3.1 A Case-in-Focus: Mastering Innovation the Apple Way 34
Principle 3: Target the Right Group 36
4.1 Case-in-Focus: Why TiVo has yet to Reach the Tipping Point 47
Principle 4: Create the Right Message 49
5.1 A Case-in-Focus: Making Flying as Affordable as a Pair of Jeans – £ 29 One Way: Conveying the Message as Easy Jet Does 57
Principle 5: Find the Right Context 59
6.1 Case-in-Focus: McDonald’s and Starbucks Capitalize on Emerging Social Trends 65
Principle 6: Launch a WOM Campaign 69
7.1 Case-in-Focus: The Simpsons Family is Getting Big through a WOM Campaign 82
Principle 7. Turn WOM into Buzz 84
8.1 Carefully Select the Target(s) 90
8.2 Stir up Interest in the Product 91
8.3 Transform Product Interest into Desire and Passion 94
8.4 Hire Mass Seducers to Infiltrate the Ranks of Consumers 95
8.5 Keep the Hype Alive 97
8.6 A Case-in-Focus: Using Buzz and WOM to Build Craft- Beer Brands 99
8.7 The Case of Rolling Rock: Buzz Through Viral Marketing 100
8.8 The Case of Blue Moon: Using WOM to Build the Brand 100
Sources 101
Bibliography 102
About the Authors 108
Epilogue 109