Steve O'Leary

Building Buzz to Beat the Big Boys

Word of Mouth Marketing for Small Businesses

• Gebundenes Buch

Produktbeschreibung

Thousands of small, retail stores open every year, but 70 to 80 percent of them close within five years. Many are done in by the big box and Internet retailers who crush competition with low prices and convenience. But smaller retail stores and service providers have distinct competitive advantages: They are local. They can connect on a personal level with customers in a way the big guys can't. And they can add immense value to the customer experience. To capitalize on these advantages, marketing experts Steve O'Leary and Kim Sheehan offer dozens of inexpensive Word of Mouth marketing methods small businesses can use right away. Done well, these efforts will help smaller merchants do more than survive-they'll prosper. For independent retailers to succeed, it is no longer enough to create a loyal customer base. Local store marketers need to put their loyal customers to work, encouraging them to talk about the store to their friends, family members, and others in their social networks. When they do, the result is Word of Mouth (or Buzz) marketing, a powerful tool that creates an army of advocates who become even more loyal and help attract new customers. Besides learning how to leverage the power of word of mouth marketing, readers will learn: -How to understand their customers better. -How to increase customer loyalty to their store. -How to communicate with customers to maintain loyalty. -How to encourage loyal customers to talk to others about their store. -How to create a customer community, both in the store and on line. -How to measure results. The book also includes numerous examples from current businesses, as well as thought-provoking ideas and templates to help readers generate their own successful buzz marketing plans. Most resources available today on buzz marketing focus on techniques for large companies and online retailers. This book offers something priceless for the little guy by showing ways to increase loyalty and gain new customers.

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Produktdetails

• Verlag: Praeger
• Seitenzahl: 200
• Erscheinungstermin: 30. März 2008
• Englisch
• Abmessung: 240mm x 161mm x 15mm
• Gewicht: 470g
• ISBN-13: 9780313345982
• ISBN-10: 0313345988
• Artikelnr.: 23830189

Autorenporträt

Steve O'Leary, Kim Sheehan

Inhaltsangabe

Acknowledgments Introduction Chapter 1: The Importance of Word of Mouth and
Customer Communities Today's Retail Environment What Are Word-of-Mouth
Marketing and Customer Communities? What Customer Communities Will Do for
Your Business Why Word-of-Mouth Marketing Is So Popular Now Why You Should
Harness the Power of Word of Mouth Word of Mouth and the Local Store
Advantage How a Customer Community Fits into Your Advertising Plan Summing
Up Chapter 2: Who Are Your Customers? Getting Started: Defining Your
Trading Area by Geography and ZIP Codes Moving Forward: Determining the
Demographics of Your Trading Area Taking It Further: Looking at Your
Business by Customer Segments Your Loyalty Segments: The Family, Flirts,
and Phantoms Getting the Data About Your Customers Summing Up Resource
Toolbox Chapter 3: Getting Started with Word of Mouth Getting Started:
Backgrounds, Definitions, and History of Word of Mouth Just What Is Word of
Mouth? Getting Started: Understanding the Impact of Word of Mouth Moving
Forward: The Elements of a Word-of-Mouth Campaign Moving Forward: Using
Information to Create Word of Mouth Moving Forward: Delivering the
Communication Taking It Further: Working with Traditional Advertising
Taking It Further: Using Word of Mouth with the Family, Flirts, and
Phantoms Taking It Further: Creating and Working with Store Champions
Summing Up Resource Toolbox Chapter 4: Encouraging and Rewarding Word of
Mouth with Family, Flirts, and Phantoms Getting Started: Asking Your
Customers to Talk About Your Store Moving Forward: Understanding Reward and
Loyalty Systems Moving Forward: Types of Reward Programs Moving Forward:
Selecting the Best Reward Program for Your Business Taking It Further:
Creating a Personalized Loyalty Program Useful Information Taking It
Further: Personal Communication as Its Own Reward Taking It Further:
Turning Loyalty into Referrals Summing Up Chapter 5: How Customer
Communities Work Getting Started: Customer Communities as the Third Place
Getting Started: Understanding the Customer Benefits of Communities Moving
Forward: Best Practices of Customer Communities Taking It Further:
Understanding How Communities Pay Off for Your Store Summing Up Chapter 6:
Establishing Your Online Community Getting Started: Successes and
Challenges of Online Communities Moving Forward: Choosing a Format for Your
Online Community Moving Forward: Identifying Social Glue to Bring Your
Community Together Moving Forward: Selecting the Best Glue Moving Forward:
Involving Customers in Your Community Taking It Further: Facilitating and
Moderating Your Community Taking It Further: Making the Third Place Summing
Up Resource Toolbox Chapter 7: Growing and Supporting Your Online Community
Getting Started: Ways to Get Online Members into Your Store Moving Forward:
Creating a Community Space in Your Store Moving Forward: Involving Your
Employees in Community Efforts Moving Forward: Roles Your Employees Can
Play Taking It Further: Reaching Out to Local Organizations to Aid Your
Community Efforts Taking It Further: Selecting Activities Taking It
Further: Successfully Implementing Community Marketing Programs Summing Up
Chapter 8: Tracking the Results Getting Started: Defining Success and
Tracking Results Moving Forward: Sales Measurements That Track Changes in
Your Business Customer Service Measurements That Indicate Changes in Your
Business In-Store Measurements Ways to Measure Word-of-Mouth Activity
Measuring the Value of Your Community Taking It Further: Making Sense of
Measures Summing Up Chapter 9: Keeping Your Community Fresh and Vital
Getting Started: The Cluster Effect and Its Impact on Your Community Moving
Forward: Understanding the Power of Social Networks through MySpace Keeping
Interest and Involvement Alive Taking It Further: Revisiting Your Marketing
Grid Taking It Further: Clarifying Community Roles Summing Up Chapter 10:
Ethical Considerations That Will Make Your Community More Successful Why
Privacy Statements Are Important Steps in Developing and Implementing Your
Privacy Program Transparency and How It Effects the Legitimacy of Your
Community The Word of Mouth Marketing Association Principles of WOM
Marketing Summing Up Chapter 11: The Adventure Begins Appendix: Your Local
Store Marketing Toolbox Toolbox 1: Developing Your Marketing Grid Toolbox
2: Creating a Map to Discover Your Trading Area Toolbox 3: Using Zip Code
Tabulation to Think about Your Local Market Area Toolbox 4: A Primer on
Demographics Toolbox 5: Data-Collection Techniques Toolbox 6: Talking to
Customers: What to Ask Toolbox 7: Analyzing Data Toolbox 8: Collecting Data
on Your Web Site Notes Index