Fizz (PB)

By Ted Wright

DRAMATICALLY IMPACT YOUR BOTTOM LINE WITH A POWERFUL WOMM CAMPAIGN

"Word of mouth marketing has always existed. We've just found a better and more efficient way to do it." -- Ted Wright

It may not be the oldest profession, but word of mouth is the oldest form of marketing. It's also the most effective. Now, however, it's being executed in ways that are methodical, replicable, and consistent. In this groundbreaking guide, Ted Wright, WOMM pioneer and founder of the marketing firm Fizz, reveals everything you need to know to create, drive, measure, and leverage word of mouth for maximum impact on the bottom line.

Learn how to:

• Develop and test your brand's stories for maximum word of mouth impact
• Build a reliable communications network to deliver your message
• Harness the incredible power of Big Data for profit-generating WOMM campaigns
• Find, engage, and train influencers to promote your brand
• Measure your campaign’s success with accurate analytics

Along the way, you'll find out how Wright used the very same methods to breathe new life into what was once the tired old brand of Pabst Blue Ribbon.

You'll discover how he dramatically expanded the market for Chocolate Milk. You'll read how he orchestrated the turnaround growth of Bissell.

Best of all, you'll learn which techniques work for your needs, and you'll have the tools to begin a WOMM campaign right away.

Today's consumer is too sophisticated to respond in a meaningful way to intrusive, interruptive, or TV-centric media models. A dispatch from the front lines of cutting-edge marketing, Fizz is a one-stop guide to making your brand the talk of the town. Your company's best friends are already out there. Use Fizz to find, engage, and leverage them.

PRAISE FOR FIZZ:

"Juicy, generous, and actionable, this one is a keeper. Tell your friends." -- Seth Godin, author of Unleashing the Ideavirus

"A great read. Brand managers seeking both practical advice and insight on the realities of modern marketing need look no further than Fizz." -- James M. Kilts, former chairman and CEO of The Gillette Company

"Ted's actionable truths ('for influencers, sharing stories is an expression of love') make this excellent book the guidebook for brand professionals interested in word of mouth marketing. Buy it today, and start growing your business faster tomorrow." -- Sam Calagione, president and founder of Dogfish Head Craft Brewery

"Ted Wright is the foremost thought leader on word of mouth marketing, and Fizz is the bible in this area. . . . If you want to truly understand how to harness the power of people talking, this book better head up your musthave reading list." -- Dr. Americus Reed II, Whitney M. Young Jr. Professor of Marketing at the Wharton School of the University of Pennsylvania

"The best and most practical book about word of mouth marketing, ever. Fizz combines real-world case studies and smart counsel with discussion of the theories and research that build understanding of WOMM principles. It's effervescent!" -- Jay Baer, New York Times bestselling author of Youtility

• Language: English
• Publisher: McGraw-Hill Education
• Release date: Nov 11, 2014
• ISBN: 9780071835756

Book preview

Reviews for Fizz (PB)

[eduscapes · Rating: 4 out of 5 stars]

Professional development doesn’t require a costly workshop or expensive consultant. Instead, look to new books across disciplines for ideas to help you grow as a library professional. FIZZ: HARNESSING THE POWER OF WORD OF MOUTH MARKETING TO DRIVE BRAND GROWTH by Ted Wright explores the promise and pitfalls of using conversations between customers to promote products and services. Although aimed at the business community, this book has lots of implications for librarians too. Let’s explore the book chapter by chapter.Influencers. Seek out influential users and provide them with a powerful message to share. In the case of libraries, think about how to get your key youth in each social group and teachers sharing that message. Where influencers lead, others will follow. They need the right story at the right time. Wright provides lots of suggestions for identifying and making use of these key people.Two-Ounce Culture. Wright suggests providing samples and freebies to draw interest. In other words, you need to get books into the hands of teachers and youth. If you can get people to visit your website to find a cool new resource, they’ll return on their own. Get them to try something new like your iPads, then reintroduce them to your traditional resources.What Makes You Talkable. A product or services needs a story that can be shared. What makes people love the library? How can you turn this into a story that people will want to share? Wright suggests that the story needs to be interesting and authentic. Strategic Corporals. Wright suggests that you need to recruit and train brand ambassadors who will share your story. Wright suggests looking for people who are interested in new things, like to share stories with friends, and are intrinsically motivated. Who hangs out in your library? Who attends your book clubs? These are people who make great ambassadors.Patience. Once everything is in place, Wright notes that it take patience to wait and watch for word of mouth marketing to work. In addition, it’s important to measure the impact of this type of marketing.Big Data. Rather then just relying on local marketing efforts, Wright suggests looking at big data. In the library setting this means following national research from organizations like ALA and PewInternet. He suggests looking for patterns in the data and comparing this to what’s happening locally.The last section of the book explores topics such as ways to saving money, dispelling marketing myths, and ideas for talking to administrators about marketing.Although not specifically aimed at the library profession, Fizz contains some great ideas for using word of mouth marketing regardless of the setting. While most of the strategies aren’t particularly new, they are presented in a way that’s enjoyable and easy to follow.