Maker’s MarkF ilit ti W d f M thFacilitating Word of Mouth
Word of Mouth Supergenius ConferenceDecember 16, 2009
Case StudyCase Study
It’s In Our DNAIt s In Our DNA
Traditional Marketing Approach Our Approach
Ten Guiding PrinciplesTen Guiding Principles
Guiding Principle #1Guiding Principle #1
Thi k f f i dThink of your consumers as friends,
not just customers.
Then treat them like friends.Then treat them like friends.
Guiding Principle #2Guiding Principle #2
R i d d t d th t f i d Recognize and understand that your friends
(consumers) really own the brand – not you.
Guiding Principle #3Guiding Principle #3
Cl l d fi d ti l t th Clearly define and articulate the purpose.
Guiding Principle #4Guiding Principle #4
Th ff t t b d i f th t dThe effort must be driven from the top down.
Guiding Principle #5Guiding Principle #5
E i th i ti t l l Everyone in the organization must play a role,
and must embrace their role.
Guiding Principle #6Guiding Principle #6
Al t i t d t tiAlways strive to exceed expectations.
Guiding Principle #7Guiding Principle #7
A “S i & D li ht” i f lA “Surprise & Delight” is more powerful
than a reward.
Guiding Principle #8Guiding Principle #8
A k i id th t t t th A peek inside the tent creates the
conversation.
Guiding Principle #9Guiding Principle #9
It’ t th t ff it’ th iIt’s not the stuff, it’s the experience.
Guiding Principle #10Guiding Principle #10
Y ’t b h lf i th You can’t be halfway in the game.