How do you get people so excited about a product that they'll tell their friends and spread the word? It starts with an interesting story that people will want to talk to each other about and pass along to their friends. The story is the key, according to Bryan Lukas, associate professor of marketing in the Department of Management and Marketing at the University of Melbourne.
The professor cited Krispy Kreme as an example of where a good story creates WOM. Instead of buying expensive ads, new stores are launched by giving away free donuts. Excited customers tell their friends about the free giveaways, who tell their friends, and so on...but of course WOM had nothing to do with KK's implosion!
Learn more.
Source: http://www.womma.org/pages/2006/06/successful_wom.htm
About Me
- Jeffrey Summers
- I am the expert you call when you need to learn how to increase top line sales, lower your operating costs, increase your profit margin, hire and train better managers and staff, evolve your operation into more and better ways of doing business, buy or sell a restaurant, improve your service, engineer (or re-engineer!) your menu, market your business better and less expensively, keep yourself from going nuts because you have no life anymore, open more and better restaurants, don't want to have to give up your first born child to pay a consultant and have more fun! My mission is to enhance the quality of life for my clients by providing the best products and services to help them achieve their personal and professional goals. I take great pride in my clients, my company, my commitment to service and the products I sell. I am a recognized expert in the hospitality industry with over 24 years of success at planning and executing strategies for delivering dramatic results, a former "GM of the Year" for 2 major, full-service, franchises, an Award winning Multi-Unit Executive with 2 of the largest restaurant chains in the U.S., published author, husband and father of two.