Word of Mouth Marketing - Interview with Andy Sernovitz

The Oregon Chapter of the American Marketing Association had it’s Annual Conference recently and one of the morning keynote speaker was Andy Sernovitz, author of “Word of Mouth Marketing”. I managed to borrow Andy for a 20 minute interview after his presentation.

Andy has become an expert in pairing what is essentially referral marketing with Web 2.0 technology. With todays internet social networks, news can travel fast. If you have something that captures the interest of connected people, they share the information with each other in a viral manner. Andy’s methodology is that you should:

1) Find the people who will talk about you (not necessarily your customers - influencers also)

2) Give them a reason to talk

3) Give them the tools that help spread the message more quickly

4) Join the conversation and

5) Measure and track what people are saying.

(taken from www.wordofmouthbook.com)

This process is ideal for small business as many of the techniques are inexpensive. The main requirement is creativity and sometimes a willingness to step out on the ledge! Andy also has a consulting company called GasPedal

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