How Big is Your Ranch? Three categories that don’t fit for WOMM

By Ted Wright

By Ted Wright I’m often asked was asked if there were any product categories that don’t really lend themselves to Word of Mouth Marketing. In our 20 years of focus on WOMM, we’ve found three notable ones that are the most difficult — personal finance, death, and erectile dysfunction. And all of those things share […]


Word of mouth marketing and the value of swag

By Ted Wright

By Ted Wright One of the most all-time most popular marketing ideas is swag – you know those little gifts you hand out at a trade show booth, customer meeting, or industry conference. Today I’m going to save you a lot of time and money by telling you the truth about the value of swag […]


Are word of mouth influencers made or born?

By Ted Wright

  By Ted Wright First, let’s be clear on what we’re calling an influencer in this headline. When I say “influencer” you’re probably imagining a YouTube star selling energy drinks or Kim Kardashian pitching cosmetics. That’s not what I’m referring to here. I’m interested in natural, organic story-sharers that come from having a certain personality […]


Why word of mouth marketing is a long haul

By Ted Wright

By Scott Jenson We’ve all heard the cliché phrase “Rome was not built in a day.” Often used to call for reasonable expectations when something isn’t happening fast enough, and when used in marketing you can be sure that it is attached as an appeal to patience. This phrase is never more relevant than when […]


Should you outsource word of mouth marketing or keep it in-house?

By Ted Wright

By Ted Wright Should you outsource word of mouth marketing or keep it within the walls of your organization? We see in the news that many types of marketing are coming back in-house these days, so I think an interesting topic is how this applies to word of mouth. Should this be an in-house competency, […]


A word of mouth marketing book for the ages

By Ted Wright

By Ted Wright One of my proudest achievements is writing the word of mouth marketing book Fizz: Harness the Power of Word of Mouth Marketing to Drive Brand Growth. Although it was written a few years ago, it stands the test of time because, in fact, the fundamentals of word of mouth marketing are timeless. […]


A great business lesson from Ronald Reagan

By Ted Wright

By Ted Wright When Ronald Reagan came out of the Reykjavik Nuclear Arms Summit with Gorbachev, he said about the agreement, “We will trust, but we will verify.” I think that is a great business lesson, too. It’s a great rule for your employees, for your customers, for your marketing. Say you’re working with a […]


How To Get Started With a Word of Mouth Marketing Process

By Ted Wright

By Ted Wright If your company has been following a traditional marketing path for awhile, getting started with a Word of Mouth Marketing process may take an adjustment of your mindset. There is no such thing as a grassroots change of a company culture. Most companies like sticking with the playbook they’re used to, because, […]


A favorite word of mouth marketing case study: Tito’s Handmade Vodka

By Ted Wright

By Ted Wright I love studying how word of mouth works in our world and one of my favorite case studies is Tito’s Handmade Vodka. It’s a brand that was created from the start by its ability to ignite conversations. What I love about the founder, Tito Beveridge, is that he recognized the importance of […]


What is a word of mouth marketing activation

By Ted Wright

By Ted Wright Recently somebody asked me to define the word “activation” as it relates to word of mouth marketing. It’s a word I use routinely but I thought I would step back and talk about activations today. In our world where many traditional forms of marketing are in decline, we must rely on people […]


My biggest word of mouth marketing influences

By Ted Wright

By Ted Wright Someone said I should write about who has influenced me. I enjoy reading about other people’s business influences – who helped them get to where they are today. So I thought it would be fun to add my voice to the dialogue. Drum roll please . . . . . I heart […]


DIY WOMM? Sure.

By Ted Wright

By Scott Jenson I sell (insert thing here), how can I use WOMM to sell more stuff to more people? The easy answer is to hire our team of professional Word of Mouth Marketers at Fizz, we’ve created a proprietary system that determines what is unique about your brand and we’re pretty good at doing […]


Three organizational requirements for successful word of mouth marketing

By Ted Wright

By Ted Wright I’ve discussed word of mouth marketing with hundreds of companies and there are certainly patterns you can see where it works and where it doesn’t. Here are the three ideal organizational requirements for successful word of mouth marketing: 1. Openness to innovation You have to like to try to do new things. […]


Fizz has joined the Marketing Rebellion

By Ted Wright

By Ted Wright My friend Mark Schaefer has written an epic book called Marketing Rebellion: The Most Human Company Wins. You should go buy it. Once you buy it, you will want to thank me, but there is really no need to thank me. Any way, Mark sets forth a visionary manifesto of the future […]


Why I’m passionate about word of mouth marketing

By Ted Wright

By Ted Wright I could have gone a lot of different ways in my career, but I wanted to talk a little today about why I have devoted my professional life to the craft of word of mouth marketing. Bottom line … It’s just so cool! I think people are very interesting, and I think […]


Co-creating the word of mouth marketing agency relationship

By Ted Wright

By Ted Wright The best client/agency relationships start with the client doing enough research to know what an agency does and what they are great it then making sure that matches corporate goals and culture. So many times brands think that the word of mouth marketing agency relationship should be determined alone. It’s the very […]


Influencers who take short-cuts should raise red flags

By Ted Wright

By Ted Wright On a long trip to Oman I had a chance to catch up with the news and read about the college entry scandal. An article by Ashely Reece chronicled the social media journey of influencer Olivia Jade Giannulli, daughter of actress Lori Laughlin. A few findings: Red flags Olivia was already the […]


Why Word of Mouth Marketing is like discovering Pluto

By Ted Wright

By Ted Wright Today is the birthday of Pluto and I thought it would be fun to explain why the foundational principles of word of mouth marketing are exactly like discovering a planet. Not the Disney dog, although he is sort of cool too. The existence of an unknown ninth planet was first proposed by […]


Why is Word of Mouth Marketing important right now?

By Ted Wright

By Scott Jenson In 2018, I fulfilled a lifelong dream, visiting Egypt. Ever since I was a child I have been fascinated by the pyramids and stories of pharaonic times. This being a trip some years in the making I planned it well. Hours spent researching on the internet, finding the right guest houses to […]


How emotional connection ignites Word of Mouth Marketing

By Ted Wright

By Ted Wright I have true admiration for Gwyneth Paltrow. I am deeply in love with how she is using her advocate personality to create an authentic and trusted business. Gwyneth is building her company goop based on her ability to share things she loves. And we pay attention to her because we have this […]


Three traits of influencers normally overlooked by influencer marketers

By Ted Wright

I know what you’re thinking,  “Who are these elusive Influencers everyone’s always talking about anyway?  What makes them special? How do you know one when you see one?”  And most importantly, “How can I get them interested in my cause?” “Influencer” is a term bandied about a little too loosely these days. In this short video, Ted […]


Why Word of Mouth Marketing matters more than ever

By Ted Wright

A guest post by Mark Schaefer For the last two years, I’ve been immersed in study and research, preparing to write a new book, Marketing Rebellion: The Most Human Company Wins. The process forced me to face some very uncomfortable facts. At the top of the list — our traditional approaches to marketing don’t work […]


Emerging presidential candidates will depend on word of mouth marketing

By Ted Wright

By Ted Wright At the core of Word of Mouth Marketing is the crafting of the story that you’d like each of or brand advocates to share with their friends. Over the last 18 years of focusing only on Word of Mouth, we’ve found that a story has to have three components to be shared […]


Marketing Is Always About Conversation

By Ted Wright

Marketing in today’s America is all about generating conversations between two consumers. Did you see the woman at the Golden Globes with the tray of Fiji water? If not, check out this link first:https://theblast.com/fiji-water-girl-golden-globes-sues-fiji/ All Fiji had to do was pay the girl an outrageous (so it’s talkable), think $1,000,000, sum for the global rights […]


How does purchase price influence word or mouth marketing impact?

By Ted Wright

In this short video, Ted Wright discusses the efficacy of word of mouth marketing as a strategy on low-value items versus high value items. How would word of mouth marketing impact the purchase of a bottle of water? Of a college education? An interesting view of purchase price as a factor in the word of […]


Why Word of Mouth Is A Timeless Marketing Strategy

By Ted Wright

By Ted Wright Like the Roman colosseum, Word of Mouth is a timeless marketing strategy that will remain solid through the years. Word of Mouth Marketing may not always be glamorous, but it’s stable and unbreakable. Defining Word of Mouth Marketing Word of Mouth Marketing has come to mean something broad for many people, so […]


How To Get Started With a Word of Mouth Marketing Process

By Ted Wright

If your company has been following a traditional marketing path for awhile, getting started with a Word of Mouth Marketing process may take an adjustment of your mindset. There is no such thing as a grassroots change of a company culture. Most companies like sticking with the playbook they’re used to, because, let’s face it, […]


How many word of mouth conversations are face to face?

By Ted Wright

Ted Wright talks about the percentage of WOMM conversations that take place  face-to-face versus online and he probes us to think about what distinguishes a campaign from a movement. [vimeo 22943018] Brand tattoos? Why people get excited about word of mouth marketing ideas! Illustration courtesy Unsplash.com


For an effective word of mouth marketing story, accuracy helps

By Ted Wright

By Ted Wright For a story to be shared widely by brand advocates (aka “real Influencers”) the experience that the advocate has with the brand has to match the story. The following is an example of when that doesn’t happen: Story: Adidas is taking plastic waste, hand-harvested from ocean trash, melting it down then spinning […]


The clue to word of mouth marketing was in Cluetrain Manifesto

By Ted Wright

By Ted Wright In 1999, a few friends were chatting online about the inevitable destiny of business and the internet. They believed that companies would have to humble themselves and show a more human face to the world to survive in this new space driven by human conversations. The friendly conversation turned into a blog […]