Word of Mouth Marketing - Interview with Andy Sernovitz
June 2nd, 2008
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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Marketing in a Recession?
May 16th, 2008
Do you worry about whether you should spend resources on marketing during a recession? A small business owner recently expressed this concern to me.
Some people see marketing as an expense but when you think about it, marketing is ultimately intended to help grow the business. It is an investment with an expected return. You can’t grow without marketing. That means in a recession if you want to maintain or grow revenues, you still need marketing. It is true that some marketing activities have a long term pay off but I would argue that most of these activities are the domain of larger companies. The marketing investment of small businesses usually have to pay for themselves more quickly.
In this interview with John Jantsch, founder of Duct Tape Marketing and author of the book “Duct Tape Marketing”, John tells us that “The only thing you should do in good times or in bad times is the right thing. It is just that bad times have a way of getting your attention”. Never is this more true of marketing. So, kick back, forget worrying about a recession (if there even is one) and listen to this informative podcast.
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Bulls-Eye Marketing
January 12th, 2008
Back in August of 2007, Bill Dolan, Jeff Schneider and myself were asked to do a series of marketing and sales seminars for the Portland Business Alliance. The seminars are intended to be of help to small businesses.
This podcast is a recording of the first in a series of 6 seminars and covers target marketing — picking your bulls-eye target. It introduces the concept of your Ideal Customer Profile (ICP) and that these are the customers you want more of. The seminar talks about how to identify your ICP and how to reach them.
Handouts are available with a summary of the key points and these can be found on the main Market Accelerators website. Many thanks to Spirit Media who made the recording. Bill Dolan introduces the podcast.
Note that this recording is almost an hour long so you may wish to download it to listen in your car! Comments are very welcome. I’ve just noticed that this recording is playing slightly slowly. If you download it (see link under this) it plays fine.
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