Wright - Fizz harness the power of word of mouth marketing to drive brand growth

Ted is a deeply intellectual poet laureate, who possesses an eclectic rare mix of right brain and left brain skills. He knows derivatives and da Vinci; and moves back and forth across these two parallel universes with inspiring ease. This modern-day Renaissance man is our planets foremost thought leader on word of mouth strategy, and Fizz is the bible in this area. In an extremely thoughtful and engaging narrative, Ted takes a complex topic and boils it down into something extremely useful. If you want to truly understand how to harness the power of people talking, this book better head up your must-have reading list!

DR. AMERICUS REED II, Whitney M. Young Jr. Professor of Marketing at
the Wharton School of the University of Pennsylvania

If you want field-tested advice on how to inspire people to love and talk about what you do, this is the rare word of mouth marketing book that is actually worth talking about.

ROHIT BHARGAVA, bestselling author of Likeonomics

Its more trusted. Its more authentic. It invades nobodys privacy. Its cheap as dirt. And, alone among the marketing arts, it is intrinsically human. Word of mouth would be the dominant category of marketing if only it could be harnessed. The thing is, as Ted Wright reveals in this charming primer, WOMM can be harnessed. In fact, its happening right here and right now.

BOB GARFIELD, cohost of NPRs On the Media
and former columnist of AdvertisingAge

Much has been written and probably much more has been said about how marketers can go about harnessing the power of word of mouth and brand advocacy to meet their objectives. With this book, Ted gives us valuable insights into why influencers play such an important role, who they are, and how they can be identified, and what the fundamental building blocks are for successful word of mouth efforts. By laying out these steps in the context of the various personal and professional experiences he has had, Ted lives up to one of the key factors he emphasizes as being critical for advocacythe need for authenticity.

PRADEEP K. CHINTAGUNTA, Joseph T. and Bernice S. Lewis
Distinguished Service Professor of Marketing at the University of Chicago Booth School of Business

I have always recommended a word of mouth approach to selling. Ted Wright has gone further and put a wonderful framework on this idea. Reading Fizz is like listening to a fascinating conversationalist share his life stories.

PHILIP KOTLER, S. C. Johnson & Son
Distinguished Professor of International Marketing at
the Kellogg School of Management of Northwestern University

I wish Ted had written this book before I started my career. His book is a TRU testament to the power of word of mouth marketing and the strategies that I embody every day.

2CHAINZ, rap impresario and multiple Grammy Award nominee

In a time of information overload, general advertising often turns people off. Fizz stresses the importance of identifying subcultures and developing approaches relevant for each. It emphasizes being creative in finding ways to get your message to your target audience. Fizz is filled with solutions.

LYNETTE WRIGHT, Professor of Nursing (ret.) at Emory University

Copyright 2015 by Mark T. Wright. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

ISBN: 978-0-07-183575-6
MHID: 0-07-183575-X

The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-183574-9, MHID: 0-07-183574-1.

eBook conversion by codeMantra
Version 1.0

All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps.

McGraw-Hill Education eBooks are available at special quantity discounts to use as premiums and sales promotions or for use in corporate training programs. To contact a representative, please visit the Contact Us page at www.mhprofessional.com.

TERMS OF USE

This is a copyrighted work and McGraw-Hill Education and its licensors reserve all rights in and to the work. Use of this work is subject to these terms. Except as permitted under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not decompile, disassemble, reverse engineer, reproduce, modify, create derivative works based upon, transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it without McGraw-Hill Educations prior consent. You may use the work for your own noncommercial and personal use; any other use of the work is strictly prohibited. Your right to use the work may be terminated if you fail to comply with these terms.

THE WORK IS PROVIDED AS IS. MCGRAW-HILL EDUCATION AND ITS LICENSORS MAKE NO GUARANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. McGraw-Hill Education and its licensors do not warrant or guarantee that the functions contained in the work will meet your requirements or that its operation will be uninterrupted or error free. Neither McGraw-Hill Education nor its licensors shall be liable to you or anyone else for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting therefrom. McGraw-Hill Education has no responsibility for the content of any information accessed through the work. Under no circumstances shall McGraw-Hill Education and/or its licensors be liable for any indirect, incidental, special, punitive, consequential or similar damages that result from the use of or inability to use the work, even if any of them has been advised of the possibility of such damages. This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort or otherwise.

To my wife, without whom I would be nothing. We have been together since 1987, and she has had my back since day one. She is the reason this book was written. I recognize that she is both smarter and nicer than I, so when she said, You should really write a book, I heard her. My love for her knows no limit, and its worth every effort in writing this book to be able to tell the whole world about her. If you ever see us together, make sure you talk to her first because shes the talent. Im just lucky.

CHAPTER 1
Influencers: Who They Are and Why You Need Them

CHAPTER 2
The Two-Ounce Culture: Why Smart Brands Sample

CHAPTER 3
What Makes You Talkable? Finding Your Brands Story

CHAPTER 4
Strategic Corporals: How and Why to Train Your Brand Ambassadors

CHAPTER 5
A Matter of Patience: Measuring Word of Mouth Marketing

CHAPTER 6
Big Data: The Stories Within the Numbers