July 7, 2008

Learn Word of Mouth Marketing

Learn Word of Mouth Marketing Our friend, former RP colleague, and WOM guru Andy Sernovitz is hosting a small-group word of mouth marketing seminar. Usually he only does private training for companies at a very large price, so this is a rare chance for 50 people to get the best introduction to word of mouth that there is.  I blogged about his book a while back here. We’ve arranged for a $250 discount for our clients. Use code “welovereturnpath” when you register (kind of catchy code, isn’t it?). This is a very practical, hands-on course. In one intense day, you will: Master the five steps of word      of mouth marketing Construct an action plan that      your company can start using the very next day Get the same training that      big corporations (Microsoft, TiVo, eBay) have received — for a fraction      of what they paid Know how to translate word of      mouth marketing into real ROI Participate in an active,      intense day of practical brainstorming (not boring theory) Learn from Andy Sernovitz,      the guy who literally wrote the book on word of mouth marketing Andy promises you […]

June 22, 2007

What An Ugly Way to Use Email

What An Ugly Way to Use Email From our friend Andy Sernovitz comes this tale of horror about how Vonage is using viral email.  Talk about creating NEGATIVE word of mouth.  Yikes!  This qualifies Vonage for my customer service Hall of Shame with Verizon, United Airlines, WebEx, and FedEx/Kinko’s. Thanks to my colleague Margaret Farmakis for the inspired headline.

June 4, 2007

A New (Old) Favorite Returns as a Blog

A New (Old) Favorite Returns as a Blog Andy Sernovitz’s very cleverly-named Damn, I Wish I’d Thought of That is back, this time in blog and RSS feed format as well as, of course, email newsletter format.  Andy is a Return Path alum and does a great job of crystallizing smart and clever ideas for marketers into manageable nuggets, particularly around viral and word-of-mouth marketing (Andy wrote a great book on WOM marketing, which I reviewed here). He was nice enough to interview me for his blog.  As a teaser, Andy asked me (and a bunch of other people) three […]

December 11, 2006

Book Short: A Primer on Viral Marketing

Book Short:  A Primer on Viral Marketing “People talk about Andy,” writes Seth Godin in the foreward to Andy Sernovitz’s new book, Word of Mouth Marketing:  How Smart Companies Get People Talking.   “He’s a living, breathing example of the power of word of mouth.”  Andy’s the CEO of WOMMA, the Word of Mouth Marketing Association, and a former colleague of mine. Ever since reading The Tipping Point, I keep looking for the secret sauce around viral marketing.  What is it that makes something cool enough to buzz about?  My conclusion from reading Andy’s book is that secret sauce doesn’t exist.  […]