Building Buzz to Beat the Big Boys: Word-Of-Mouth Marketing for Small Businesses

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But smaller retail stores and service providers have distinct

competitive advantages: They are local. They can connect on a personal

level with customers in a way the big guys can't. And they can add

immense value to the customer experience. To capitalize on these

advantages, marketing experts Steve O'Leary and Kim Sheehan offer dozens

of inexpensive Word of Mouth marketing methods small businesses can use

right away. Done well, these efforts will help smaller merchants do

more than survive-they'll prosper. For independent retailers to succeed,

it is no longer enough to create a loyal customer base. Local store

marketers need to put their loyal customers to work, encouraging them to

talk about the store to their friends, family members, and others in

their social networks. When they do, the result is Word of Mouth (or

Buzz) marketing, a powerful tool that creates an army of advocates who

become even more loyal and help attract new customers. Besides learning

how to leverage the power of word of mouth marketing, readers will

learn: -How to understand their customers better. -How to increase

customer loyalty to their store. -How to communicate with customers to

maintain loyalty. -How to encourage loyal customers to talk to others

about their store. -How to create a customer community, both in the

store and on line. -How to measure results. The book also includes

numerous examples from current businesses, as well as thought-provoking

ideas and templates to help readers generate their own successful buzz

marketing plans. Most resources available today on buzz marketing focus

on techniques for large companies and online retailers. This book offers

something priceless for the little guy by showing ways to increase

loyalty and gain new customers.

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