Word of mouth marketing and the famous brunch test
By Ted Wright
One of the core ideas about our word of mouth marketing practice is igniting stories that Authentic, Interesting and Relevant. This is much, much harder than it seems. In fact, when we are working on a client project, we may spend a couple of weeks just brainstorming and refining ideas for our clients. The whiteboards […]
New research shines light on importance of Word of Mouth Marketing
By Ted Wright
In an era of declining ad views, un-trackable digital marketing initiatives, and fake news, we know that word of mouth is the single most reliable source of brand information. A new UK study confirmed what we’ve already known here at Fizz for more than a decade. According to a new Customer Advocacy Research Report, 51 […]
‘Tis the season for your best word of mouth marketing success
By Ted Wright
When you see the Christmas holly, Word of Mouth gets very jolly! Do you like my poetry? There is actually an important lesson here and maybe that phrase will help you remember the connection between holidays and your Word of Mouth Marketing success! The part of the year between Thanksgiving week and New Year’s Day […]
Here’s a solution to corruption in the influencer marketing space
By Ted Wright
The Wall Street Journal just published an in-depth post about the corruption and lack of accountability in the influencer marketing industry. Is this the beginning of end for this marketing mega-trend? Let’s take a look at this today. The problems with influencers Here are a few highlights from the WSJ feature: Influencer marketing is […]
Why Word of Mouth Marketing Is A Timeless Strategy
By Ted Wright
By Ted Wright Like the Roman colosseum, a good Word of Mouth Marketing strategy will stand the test of time. Word of Mouth Marketing may not always be as glamorous, but it’s solid and unbreakable. Defining Word of Mouth Marketing Word of Mouth Marketing has come to mean something broad for many people, so I […]
The skills I look for in word of mouth marketing talent
By Ted Wright
By Ted Wright The most important thing we do at Fizz is finding ways to transmit customer stories in authentic, interesting, and relevant ways. And while the “what” behind the story is essential, the “who” in the delivery of that story is also critical to our success. So an essential part of our job is […]
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 […]
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 […]
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 […]
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, […]
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 […]
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 […]
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, […]
Why Should Marketers Care About Word of Mouth Marketing?
By Ted Wright
By Ted Wright While trust in companies and advertising is on the decline, trust in friends, experts, and entrepreneurs is up. People trust people. If Word of Mouth Marketing has always worked so well, why aren’t more business professionals using it? Simple because Word of Mouth Marketing is hard work. More time. More effort. It’s also […]
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 […]
How Word of Mouth Marketing Helps Grow Your Business
By Ted Wright
By Ted Wright As times change, company strategies should too. Many have adopted social media marketing in recent years, but Word of Mouth Marketing, when done right, is one strategy every company has access to, and should experiment with. If you’re looking for a guaranteed overnight spike in business, you may want to find another […]
Marketing Strategy or Halloween Costume?
By Ted Wright
By Ted Wright It’s official, Influencer Marketing is dead. When Urban Outfitters makes fun of the marketing strategy you sold just six months ago as “The NEW New Thing,” you have problems. Debate me in the comments if you’d like, but I don’t want to be the person on stage when the SVP of Marketing […]
How Do You Encourage Word of Mouth Marketing?
By Ted Wright
By Ted Wright As you’ve heard me say many times before, Word of Mouth Marketing at it’s core is all about sharing stories. The more people share your story, the larger the impact it can make. Also at its core, Word of Mouth marketing is about people organically sharing stories. So, without being pushy, how […]
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 […]
Word of Mouth Marketing: What Makes Your Brand Talkable?
By Ted Wright
Appreciating Word of Mouth Marketing may take a re-set of your view of how business works. I love sharing this example of what Word of Mouth Marketing looks like “in the wild.” Earlier this year, I was at a break in a meeting when a friend turned to me and asked me if I had […]
Are You Sharing Your Brand Story With the Right People?
By Ted Wright
If you’ve been paying attention, you not only know who influencers are, and why they’re so essential to Word of Mouth Marketing, but you know what motivates them to share stories and how to encourage them to support your message. Since Word of Mouth Marketing is all about sharing stories, it’s important to find the […]
Word of Mouth Marketing: Sharing Is Not Salesmanship
By Ted Wright
By Ted Wright If you’ve been reading previous posts, you should know that Word of Mouth Marketing is all about sharing stories. Word of Mouth Marketing is about trying to get your story out to people who are really going to care about it and do it in such a way that they’ll organically come […]
This Is What Effective Word of Mouth Marketing Looks Like
By Ted Wright
By Ted Wright If Word of Mouth Marketing has always worked so well, why aren’t more business professionals using it? Because it’s hard work. More time. More effort. It’s also not as flashy as a Super Bowl commercial, or as glamorous as being on the set with a celebrity. It’s easy to pay for an […]
What is the Reach of An Influencer?
By Ted Wright
By Ted Wright If you’ve been paying attention, you not only know who influencers are, you know what motivates them to share stories and how to encourage them to support your message. But what is the word of an Influencer really worth? A single influencer, according to Procter & Gamble, is worth one million brand-specific […]
Word of Mouth Marketing: Campaign vs Movement
By Ted Wright
By Ted Wright At Fizz, when we talk about influencers, we always say, the more passionate, the better. There are lots of brands that we’ve worked with where we’ve discovered people love the brands so much that they want to be part of their story and their movement. Some have even gotten tattoos. I’m not […]