Grapevine: Why Buzz Was a Fad but Word of Mouth Is Forever
by: Dave Balter
Published by: Portfolio by Penguin
Buy From Amazon.com
Reviewed by Bob Pike CSP, CPAE-Speakers Hall of Fame
Ordinary people talking about things they like are more powerful influencers of getting people to buy than celebrity endorsements. Many marketing gurus have theorized that–Dave Balter has proven it.
His company, BzzAgent, has built a network of over 100,000 people who talk to other people about the things that they love. Even when they let people know that they are being compensated for it, the impact is measurable and powerful.
Balter demonstrates through the use of case studies that honest feedback combined with natural enthusiasm makes the average person more believable than any paid endorser. Balter goes on to share the difference between word-of-mouth, “buzz,” and “viral” marketing.
He outlines a step-by-step strategy ordinary businesses can use to stimulate outstanding word of mouth without any deception, distortion, or payment of any kind. He even demonstrates how negative word of mouth can sometimes be a good thing.
The business reader will be fascinated by the stories behind some very famous product placement failures – including Oprah’s Pontiac G6 giveaway. No marketing bookshelf will be complete without this book.
Armchair Interviews agrees.
Author’s Web site: http://www.BzzAgent.com
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