Cause Marketing

As far as the marketing mainstream is concerned, the price for launching a new consumer brand in the United States starts around $100 million. Speaking only for myself, that's a little out-of-reach. But in his book Word of Mouth Marketing Andy Sernovitz says there's ways to build a respected brand for less. In this post I discuss his five Ts of word of mouth marketing and the challenge of The Chocolate Problem. Lastly, my apologies to Sernovitz and to you, because I misspelled his name in my initial posting. Rest assured that I have fired the idiot who made the mistake. Sernovitz cites five Ts in word of mouth marketing: Find people who will talk. Bear in mind that talkers may not be customers and that if you try and buy their participation, you’ll almost certainly undermine their credibility as talkers. Give them a topic. And don’t make it in the marketing-speak of features and benefits. Nobody recites a brochure list of features and benefits when they pass on word of mouth. G...