CHAPTER 12
Constructing the UltimateWord-of-Mouth Campaign
We are now ready to construct word-of-mouth campaigns. Every campaign will be unique, depending on the kind of product, the industry, the customers, and the nature of the competition. To succeed with a word-of-mouth campaign, you need:
A superior product or a product that is superior for a particular kind of person or situation. If you don’t have product superiority, you need to create it. It’s a lot easier to modify a product to be superior than it is to create word of mouth for a “me-too” product. And, there is no such thing as a parity product.
A way of reaching the key influencers ...
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