Do You Know How to Find the Marketing “Ex-Spot”?
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“What’s the right time or context to unleash word of mouth or, better yet, consumer-generated media (CGM)? More important, what tactics will increase the odds that CGM works for you, not against you?”
I found this article amazing, especially for smaller cash-strapped businesses looking for clever ideas to get their customers excited. The Peet’s Coffee example is blindingly simple yet lots of fun and generated great results. The GM “design our ad” example failed miserably because it appears to have ignored everything Peet’s paid attention to in their marketing project.
From ClickZ. This is a must-read, a wonderful antidote to all the hype about word of mouth marketing.
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