| Titre : | Building buzz to beat the Big Boys : Word of mouth marketing for small business | | Type de document : | texte imprimé | | Auteurs : | Steve O'Leary, Auteur ; Kim Sheehan, Auteur | | Editeur : | Westport (CT) [United State of America] : Praeger Publishers | | Importance : | 178 p | | ISBN/ISSN/EAN : | 978-0-313-34598-2 | | Langues : | Français | | Catégories : | Communication ; Marketing
| | Mots-clés : | Buzz | | Index. décimale : | J. Marketing/Communication | | Résumé : | Thousandof small, retail stores open every years, but 70 to 80 percent of them close within five years. Many are done by the "big box" and Internet retailers who crush competition whit low prices and convenience. But smaller retail stores and services providers have distinct competitive advantages. They are local. They can connect on a personnal 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 inexpenssive "word of mouth" marketing methods small businesses can use right way. Done well, these efforts will help smallers merchants do more than survive they'll prosper.
For independant retailers to succeed, it's 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 to Mouth (or Buzz) marketing, a powerful tool that creates an army of advocates who become eve more loyal and help attract new customers.
The book includes numerous examples from current businesses, as well as thought-provoking ideas and templates to help readers generate their own succesful buzz marketing plans. Most ressources available today on buzz marketing focus on techniques for large compagnies and online retailers. This book offers something priceless for the little guy by showing ways to increase loyalty and gain new customers. |
Building buzz to beat the Big Boys : Word of mouth marketing for small business [texte imprimé] / Steve O'Leary, Auteur ; Kim Sheehan, Auteur . - Westport (CT) (United State of America) : Praeger Publishers, [s.d.] . - 178 p. ISBN : 978-0-313-34598-2 Langues : Français | Catégories : | Communication ; Marketing
| | Mots-clés : | Buzz | | Index. décimale : | J. Marketing/Communication | | Résumé : | Thousandof small, retail stores open every years, but 70 to 80 percent of them close within five years. Many are done by the "big box" and Internet retailers who crush competition whit low prices and convenience. But smaller retail stores and services providers have distinct competitive advantages. They are local. They can connect on a personnal 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 inexpenssive "word of mouth" marketing methods small businesses can use right way. Done well, these efforts will help smallers merchants do more than survive they'll prosper.
For independant retailers to succeed, it's 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 to Mouth (or Buzz) marketing, a powerful tool that creates an army of advocates who become eve more loyal and help attract new customers.
The book includes numerous examples from current businesses, as well as thought-provoking ideas and templates to help readers generate their own succesful buzz marketing plans. Most ressources available today on buzz marketing focus on techniques for large compagnies 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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