O'Reilly logo

Powerful Social Media, Branding, PR Practices (Collection) by FT Press Delivers

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

image

Know Your Fans

Using Word-of-Mouth Marketing to Sell Your Products

Barry Libert and Jon Spector

Procter & Gamble is in the business of turning out consumer products by the barrelful. But the company has another, very different line of business as well. It offers up the services of hundreds of thousands of moms and teenagers as word-of-mouth marketers—for its own product divisions and those of other organizations as well.

Donna Wetherell, of Columbus, Ohio, is one of those “mom connectors,” as they’re called. She’s employed at a customer service call center, where she’s known as “the coupon lady.” That’s because she’s always passing out P&G coupons ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required