The marketing tactic adoption cycle of life

By Ted Wright

By Ted Wright My friend Mark Schaefer recently wrote “Marketers flock to the most popular idea until they ruin it.” He is correct, and it prompted me to articulate my Unified Theory of Marketing Tactic Adoption or “UTMSA” for those of you looking for a new conference to start. (To get this most out of […]


Offline and online word of mouth marketing are not the same

By Ted Wright

By Scott Jenson Online word of mouth online is a much different than offline. You know this, your board of directors knows this, and most certainly consumers know this. So why is there still such an emphasis on social media without an equivalent share of mind spent on offline conversations? It’s not the wrong choice […]


A word of mouth marketing success that made me go “WOW!”

By Ted Wright

By Ted Wright I’ve been immersed in the world of word of mouth marketing for more than 20 years. I’ve had a hand in many well-known case studies including Pabst Blue Ribbon beer, Intel Inside, Fireball and AT&T’s move from 3G to 4G. But the one that really made me say “wow” was a project […]


The surprising truth about seasonality and word of mouth marketing

By Ted Wright

By Ted Wright I was asked, “Is there any seasonality factor with word of mouth marketing? Is there a better time of year to do activations?” There is no seasonality for word of mouth because people are always talking. In fact, they may be even talking more over holidays and down times. Holiday seasons can […]


Are Influencer Marketing and Word of Mouth Marketing The Same Thing?

By Ted Wright

By Ted Wright The short answer is… no. But you can’t have one without the other. Influencers like to share things and Word of Mouth Marketing is about sharing stories. Can see why they’re so closely connected? Everybody wants to compare Influencer Marketing vs Word of Mouth Marketing But you need to truly understand both in […]


How Big is Your Ranch?

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 […]


Build Your Own Word of Mouth Marketing Strategy

By Ted Wright

By Ted Wright At its core, Word of Mouth marketing is about people organically sharing stories. So how do we encourage people to share your brand story in a real, natural way? Create a story worth talking about. A good brand story is at the core of building a Word of Mouth Marketing strategy This […]


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 […]


We’ve been very successful. Is word of mouth marketing necessary?

By Fizz

By Scott Jenson No, WOMM isn’t necessary for your brand or product to be wildly successful, but Word of Mouth is. Revisionist marketers who are in tune with modern consumer behavior understand that the greatest multiplier for brand awareness and equity is engaging advocates to tell your story, and ensuring that they have the story […]


Why Word of Mouth Marketing Is The Best Form of Advertisement

By Ted Wright

By Ted Wright I’ve never met a business leader who told me they had too much money for marketing. Luckily, smart leaders using Word of Mouth Marketing can depend on influencers to cost-effectively carry their story. Word of Mouth Marketing is all about sparking conversations, and most companies already have marketing materials that point to […]


Fyre Fest and the evolution of social media “Influencer”

By Fizz

By Scott Jenson We’ve all heard the stories by now. A young entrepreneur named Billy McFarland planned on throwing the world’s most glamorous music festival on a private island in the Bahamas. The Fyre Festival was introduced to the world through videos and still shots of beautiful Instagram models and “influencers,” and a simple orange […]


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 […]


Word of mouth marketing failures: The two fatal flaws

By Ted Wright

By Ted Wright Many companies try to create word of mouth marketing efforts on their own, and they should. As I describe in my book, Fizz, with focus, discipline and a little practice, a word of mouth marketing strategy is within reach of almost any business willing to commit to the effort. But when WOMM […]


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 […]