Principle 6: Launch a WOM Campaign

摘要: Conversations like the one between Helen and Kimberly typify what marketers call WOM, where consumers talk with other about their product experience. This means that are potentially good will or bad agents of influence, they can exponentially influence consumers’ decisions whether to buy a product. is especially case in connected world WOM travels faster than ever, reaching beyond local national boundaries. A number brands such as Starbucks, Red Bull, Krispy-Cream donuts, Trader’s Joe, JetBlue, Under Armour were built through rather elaborate mass-media campaigns. does not happen by accident, however. Consumers do every product, but products carry value proposition, genuine way satisfy needs, fill gap real imaginary world, within right context, discussed previous chapters. Some further more effective others spreading message, eventually convincing them into buying