I hate to tell all you “young up-and-coming marketing executives who believe you are onto a whole new branch of marketing called Word of Mouth Marketing” but good old Proctor and Gamble started it in 1879.
A little history: Procter and Gamble had no idea a new innovation was about to surface when one day in 1879, a researcher forgot to turn off the soap mixer, and more than the usual amount of air was shipped into the batch of pure white soap that the company sold under the name The White Soap. Fearing he would get in trouble, the soap maker kept the mistake a secret and packaged and shipped the air-filled soap to customers around the country. Soon customers were asking for more "soap that floats." When company officials found out what happened, they turned it into one of the company’s most successful products, Ivory Soap.
Word of Mouth Marketing is really are nothing new … use whatever means necessary to receive feedback from your customers!
However, if you want to get in on a free teleconference I learned about from Ben McConnell & Jackie Huba , WOM Ethics ("A Practical Guide to Doing it Right") is scheduled for tomorrow (Wednesday, April 19) at noon ET. Call 512-225-3050 and enter pass code 772541#.
I find it ironic that DuPont Corporation just became the first Fortune 100 company to endorse the Word of Mouth Marketing Association (WOMMA) Code of Ethics. Maybe they should speak to another Fortune 100 company named Proctor & Gamble.del.icio.us | digg it! | reddit! | Google!