Quick Reads: Word-of-Mouth

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Lessons From Your Favorite StoreSmall Business
Enamored of Whole Foods Market, Jackie Huba decided to spend a week patronizing the various food and beverage stations at the chain's 80,000-square-foot Austin flagship—for each and every meal. Huba ...
Get Over It, KidMarketing Inspiration
It usually happens when deadlines are looming and there's so much going on you can't cope with one more thing. A nasty message from a customer or a colleague sends ...
A Doctor Who Only Makes House CallsMarketing Inspiration
Dr. Jay Parkinson's Web site is stylish enough to belong to an ad agency or a media start-up rather than a general practitioner. Then again, Parkinson isn't like your average ...
Don't Sabotage Your Creativity Small Business
Even for an out-of-the-box thinker, being creative on demand can be aggravating. In a guest appearance at Drew's Marketing Minute, blogger Katie Konrath offers advice on how not to get ...
A Week at IKEA Marketing Inspiration
Mark Malkoff, a comedian best known for patronizing each of Manhattan's 171 Starbucks in a single day, needed a place to stay while his apartment was fumigated. Since his friends ...
I Am McLovin!Marketing Inspiration
Even if you missed the gleefully raunchy hit comedy Superbad, you probably remember clips from a NSFW scene that got heavy rotation in trailers and television ads: A high school ...
Who Are Your Secretaries?Small Business
No discussion of product development and marketing is complete without 3M's Post-it® Notes. When Dr. Spencer Silver first developed his low-tack, reusable adhesive, he couldn't persuade anyone within the company ...
When Your Video Isn't ViralMarketing Inspiration
Great content doesn't guarantee 100,000 hits at YouTube or the adoration of bloggers around the globe. So how do you promote your video, short of tearfully defending wayward pop stars ...
Potty All Night LongMarketing Inspiration
If you travel to Europe or Asia, you're bound to encounter self-cleaning toilet seats in public restrooms. They work in a couple ways: either a mechanized arm reaches out and ...
Burger King Tells a WhopperMarketing Inspiration
Some recent television ads have featured extremely distressed Burger King customers, distraught after being told that the fast-food giant dropped the Whopper from its menu. The signature burger's demise is, ...
Are You A-Twitter?Marketing Inspiration
It seems like Twitter is the social network people love to hate. Perhaps you're skeptical that anything of substance can be said in a text message of 140 characters or ...
Why You Should Be LinkedInMarketing Inspiration
Online networks here. Online networks there. Online networks everywhere. What's your first thought when you receive an invitation to join another site that promises to connect you with your peers? ...
Moving Forward with Reverse BrandingSmall Business
As consumers become increasingly savvy, traditional branding efforts that begin with the brand (e.g. Volvo) and create an association (e.g. safety) get more and more unwieldy. Hence the rise of ...
An Animated Tribute Goes ViralMarketing Inspiration
In 1989 Billy Joel released a song called We Didn't Start the Fire. Its lyrics are a rapid-fire catalog of the significant people and events that influenced history during Joel's ...
Three Tips for Generating ReferralsSmall Business
Daryl T. Logullo says that boosting your referrals is as easy as asking yourself three questions: Do your existing clients understand the full scope of your services? It's possible you ...
iWant an iPhoneSmall Business
After a veritable frenzy of media hype, Apple’s new iPhone finally reached stores last week. The excitement seems to be justified: stylishly designed, it serves as smartphone, media player and ...
Understand Your Competitive EdgeSmall Business
Skip Reardon, who blogs at Be Excellent, claims most small businesses don't develop strategies that exploit their inherent advantages. "The point of articulating small business advantages isn't that [they're] better ...
How to Drum Up Word of MouthSmall Business
Advertising copy might entice and editorial coverage might persuade, but a word of mouth (WOM) recommendation can be more effective than both put together. Think about the times you’ve used ...
Pitching Services to Small BusinessesSmall Business
If you are a small business marketer who sells consulting services to other small companies, you've probably noticed that few small business owners will turn down free advice. But convincing ...
Building Buzz in the Blogosphere Small Business
You probably heard about the movie Snakes on a Plane before New Line began its marketing campaign. Why? The movie’s high-concept premise delighted bloggers who sparked a year of online anticipation. The free ...
Three Keys to a Viral CampaignSmall Business
In the age of YouTube and MySpace, a viral campaign is the marketing equivalent of a lottery ticket. If you get lucky, your minor investment could yield a major bonanza. ...