Successful Word-of-Mouth: Cast Out the Hook and Reel Them In

Word of Mouth: Giving people a reason to talk about your products and services, and making it easier for that conversation to take place. —Word of Mouth Marketing Association We’ve all heard about those big brands whose word-of-mouth (WOM) campaigns struck conversation gold— Mountain Dew, Burger King, Dunkin’ Donuts and, lately, Old Spice. But then there are the campaigns that have fizzled almost before they launched. Companies like Sony, General Motors and Wal-Mart have missed the mark with some campaign in the last few years. Certainly, launching a word-of-mouth effort is risky—who knows if your viral “hook” will work—but more communicators are dipping their toes into word of mouth.

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