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November 8, 2005

Jack Covert Selects: Jack Covert Selects: Grapevine

By: Jack @ 4:36 PM – Filed under: Management & Workplace Culture

Grapevine: The New Art of Word-of-Mouth Marketing by David Balter, John Butman, Portfolio, 288 Pages, $24.95 Hardcover, November 2005, ISBN 1591841100
I am always asking people what music they are listening to. I am a big music guy and am constantly looking for new stuff. I've found some of my favorite music through suggestions. That is a perfect example of the power of word-of-mouth.
"Grapevine" is a perfect example of a book about word-of-mouth marketing. The book is written by Dave Balter, the founder of BzzAgent. His company has a legion of volunteers who like getting cool stuff and then go out and tell others about it. His book shares his experiences and multiple case studies.
Here are a few of the points I took away. First is his chapter called The Myth of the Influentials where he lays out that it is not the buzzers or early adopters that make the difference. It is the folks who are slightly above average in their loyalty to a product or service. The other key point is the importance of embracing negativity. Some BzzAgent campaigns have found problems with quality and levels of service. Dave's point is that if you listen to what people are saying you can adjust and enjoy even more success.
I am going to engage in some word-of-mouth marketing now and recommend you pick up a copy of "Grapevine". Let's get the buzz started.
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