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Is There a Formula for Word-of-Mouth ?
According to the Marketing Science Institute, there may be. They just published a working paper on how companies can encourage the diffusion and adoption of new products by creating positive buzz and...
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The Spontaneous Marketing Campaign
Recently Universal Studios did something incredibly smart. One of their representatives contacted Chris Thilk. Chris runs the blog Movie Marketing Madness, which, as the name suggests, covers all...
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Cuban Turns To Community for Movie Marketing
So I’ve been reading Mark Cuban’s blog for a while and I usually find his non-basketball posts interesting, especially the one he posted the other day called The Movie Business Challenge…. The post...
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Doc Searls Hates Marketing?!
If some of you are wondering who Doc Searls is, I suggest you take a ride in the Cluetrain Manifesto — one of the seminal works of our times that serves as an operations manual for businesses operating...
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Will Bloggers Take Over Connecticut?
So the stage is set for today’s big showdown between Ned Lamont and Joe Lieberman for the democratic Senate primary in Connecticut…. Assuming you are not, as my friend Becki D says, a political wonk,...
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Let’s Go Viral, Baby!
MySpace is so June. Today’s hot social media site is YouTube, and that means mainstream media’s new favorite buzz-phrase is ‘viral video’…. It seems like the marketing Holy Grail: a message that can...
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Refractive Heuristics, or Why SoaP Failed to Launch
So after all the hype Snakes on a Plane enjoyed a tepid opening weekend. Number one in the box office, mind you, but far less than expected… …leading the president of theatrical distribution for New...
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Fly-Fishing Where the Fish Are
This past weekend I spent a glorious morning learning some basics of fly-fishing in the swift-moving East Branch of the Ompompanoosuc River in Post Mills, Vermont, a village of Thetford…. Truth be...
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Contagious Culture
One day I strolled into the kitchen in our office to get my morning coffee. As I waited for it to pour, I noticed a single picture of someone from what looked like to be their High School yearbook… …I...
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The Power of Respect
Last month I left a post on The Viral Garden about a promotion that T-Mobile was using in the UK where they sponsored free concerts for their customers…. I wrote that I thought that the promotion was a...
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Successful Viral Marketing? Just Ask The Fonz
Going viral is just like being cool. Just ask the Fonz, you’re either cool, or you aren’t. You’re either going to go viral, or you aren’t. The Fonz knows… Heeeeeeeeeeyyyyyyyy….. Look, if you’re trying...
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Bad Spellers of the World… Untie!
A few days ago I wrote about Lonelygirl15 and how it had been discovered that she was not an angst-ridden teenager, but a figment of some filmmaker’s imagination…. Just today the New York Times...
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WOM Is Not SOB
Hey marketers out there: How many times have you had this kind of conversation…? At a party or other social event, you’re introduced to someone who’s opening a new business. “That’s great,” you say...
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Networking: The Angel Sitting on WOM’s Shoulder
Before Jonathan Kranz’s wonderful post, “WOM Is Not SOB” goes cold here at Marketing Profs Daily Fix, I want to tag along on its shirttails…. As Jonathan says: Word of Mouth (WOM) doesn’t just happen....
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A Viral Campaign Done Right Ain’t Cheap, Easy
I must have read and heard a hundred times that viral marketing is an inexpensive way to get a message across. Nice idea. But it’s not true…. The field of viral video contests and emails is crowded...
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Considering a Social Media Monitoring Investment? Ask Questions First.
Social media monitoring is all the rage. You’d think that it’s a just cool, trendy thing to have as a marketer, right? Wrong. Social media monitoring (SMM) is a serious tool that shouldn’t be taken...
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Marketing ‘The Shack’
The New York Times says The Shack has been a “surprise best seller.” Published in over 30 languages around the world, The Shack now has over 7 million copies in print and ranked first on the New York...
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Vortex in a Bottle
A short Brandweek article touting MillerCoors package innovations caught my eye recently. At a time when consumer product sales have slumped, manufacturers are looking to unveil new product or package...
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Crayola Colors Outside of the Lines
Crayola. The ubiquitous crayon. How common can a brand be? Turns out Crayola has made an uncommon move—from a crayon company to an art and design company. In a recent Brandweek article, we see that...
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Social Media Isn’t Dead (No Matter What Some Folks Say)
AdAge has been beating up on social media lately. Matt Creamer wrote last week that popularity doesn’t lead to influence or sales. In the current issue, Rance Crain, who admits that the topic confuses...
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Should I Care About Quora?
I’m sure as marketers many of you have probably heard of Quora. If not, you’re gonna hear more about this little Q&A site in the months to come. Some of you may have stumbled upon an erudite...
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How Groupon Helped the Trenton Devils Heat Up Awareness
Recently, this long-time hockey fan snagged four cushy club tickets to an upcoming Trenton Devils hockey game for about half price via Groupon. (The Trenton Devils are an EHCL hockey team owned and...
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Is Bieber Fever Becoming Bieber Overexposure?
If you’re a parent with young kids, you probably know all about 16-year-old Justin Bieber. The precocious, mop-headed pop star is a phenom with millions of adoring fans. But is there a danger of...
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5 Excellent Reasons to Attend the MarketingProfs B2B Forum 2011
Disclaimer: MarketingProfs did not ask me to write this as a promotion. I just believe strongly in what they have put together in this conference and know that attendees benefit greatly from it....
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Are We Being Brandwashed?
Are we aware of the psychological tricks and traps some marketers use to lure us into purchasing specific brands? Just because most of us at the Daily Fix are involved in marketing doesn’t mean that...
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Marketing Smarts Podcast: Sally Hogshead and the $500 Cup of Coffee
What if you wanted to open up a coffee shop in a hip, urban neighborhood? Chances are you would already face competition from other indy shops, Starbucks, and the local equivalent of Dunkin’ Donuts....
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Five Things You Can Learn From Glock
In this week’s episode of the Marketing Smarts podcast, I interview Paul Barrett, assistant managing editor and senior feature writer at Bloomberg Businessweek and author of the recently released...
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Is Social Media Really the Great Equalizer?
On the most recent episode of Marketing Smarts, while describing all the work that went into producing Fashion’s Night Out (FNO) in Boston last year, Michelle McCormack referred to social media as “the...
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Are You Referable?
The holy grail of any business is be referable (i.e., to have new clients show up because of positive word-of-mouth from existing customers). There is no shortcut to becoming referable. We have to earn...
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Create More Than Just Community; Create a Scene
When I introduced Boston University’s Dean Kenn Elmore to the folks who joined us in Boston for the live recording of this week’s episode of Marketing Smarts, I said that I wanted to discuss the myriad...
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