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The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth" Marketing to the baby boomer generation is not easy. Mature audiences receive messages differently, and boomers receive them differently than other mature consumers. Boomers have rejected the often inflexible, overly-predictable behaviors of their parents' generation. Enthusiastic in embracing what meets with their approval, they are particularly attractive to marketers who know that high-quality products will inspire valuable customer loyalty in this market segment. But how can companies build such strong relationships with customers? George Silverman has some answers. Word-of-mouth marketing is the most powerful and persuasive weapon you can use, and it won't cost you anything! Based on his years consulting on successful word-of-mouth campaigns of his own clients, here is one of the first resources on how to harness the often underestimated power of word-of-mouth, and be heard above the white noise of media. Among the many noteworthy points you'll take away from his stimulating exploration: 1. Word-of-mouth is the overlooked center of successful marketing. 2. Marketing isn't really reliant on advertising, selling, and promotions. 3. Word-of-mouth involves perceived authenticity because the source is normally independent of the company, with no vested interest in seeing the company succeed. 4. In advertising everything is paid for, whereas word-of-mouth is a more effective tool and, best of all, is absolutely free. 5. Word-of-mouth can take on a life of its own. There are no limits to how far-reaching it can be. It can spread like wildfire: witness the travel speed of email-based jokes and chain letters. 6. Because this is the age of the Internet, e-mail, websites, chat rooms, and video teleconferencing, word-of-mouth is even more important to businesses today than ever before. Silverman is also on hand with numerous practical tips. Provide a channel for influencers to talk and get fired up about your product. Gather testimonials and endorsements. Create fun events to bring users together, and invite non-users. Some automotive companies, like Saturn, have got great results with this idea. The most lucrative marketing opportunity of this new century should not be squandered because of avoidable failures. A huge marketing budget isn't required to dominate your market, because word-of-mouth can do the job for free. There's a rumor out there that says one satisfied customer will tell one more person about their experience, while dissatisfaction will find its way into an anecdote delivered to three, four, five or more friends. Whatever the accuracy of this estimate, it's certainly true that companies must really impress customers to fuel real buzz around a product. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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