Today I’m joined by Geno Church and we’re going to talk about the book – "The Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth Marketing," which he co-authored with his partners at the word of mouth agency Brains on Fire where he is the Word of Mouth Inspiration officer. Geno is also a highly sought-after speaker and keynoter and is widely quoted in the news media. He has been to Disney World 35 times and counting.
Word of mouth marketing is a topic that is often talked about but seldom understood. It is one of the most powerful marketing tactics, but also the most difficult to pull off.
But when it succeeds, it can dramatically boost the awareness of and preference for any company, cause or organization.
The book has lots of examples of how word of mouth marketing has worked beautifully.
But more importantly, it shows how word of mouth successes were researched, planned and launched.
And what was most surprising about the book to me is the amount of science the authors present to explain how and why word of mouth marketing succeeds like it does. When it’s done correctly, that is.
Of course, word of mouth marketing is not the only type of marketing fuel you should put in your marketing engine, but like a fuel additive, it can dramatically boost the overall performance.
Geno Church and Douglas Burdett at the Hampton Roads American Marketing Association, Virginia Beach, Virginia