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| Document Type: | Book |
|---|---|
| All Authors / Contributors: |
Steve O'Leary; Kim Sheehan |
| ISBN: | 9780313345982 0313345988 |
| OCLC Number: | 174040218 |
| Description: | xvi, 178 p. : ill. ; 25 cm. |
| Contents: | Acknowledgments -- Introduction -- 1: Importance Of Word Of Mouth And Customer Communities -- Today's retail environment -- What are word-of-mouth marketing and customer communities? -- What customer communities will do for your business -- Why word-of-mouth marketing is so popular now -- Why you should harness the power of word of mouth -- Word of mouth and the local store advantage -- How a customer community fits into your advertising plan -- Summing up -- 2: Who Are Your Customers? -- Getting Started: Defining your trading area by geography and zip codes -- Moving Forward: Determining the demographics of your trading area -- Taking It further: Looking at your business by customer segments -- Your loyalty segments: the family, flirts, and phantoms -- Getting the data about your customers -- Summing up -- Resource toolbox -- 3: Getting Started With Word Of Mouth -- Getting Started: Backgrounds, definitions, and history of word of mouth -- Just what is word of mouth? -- Getting Started: Understanding the impact of word of mouth -- Moving Forward: Elements of word-of-mouth campaign -- Moving Forward: Using information to create word of mouth -- Moving Forward: Delivering the communication -- Taking It Further: Working with traditional advertising -- Taking It Further: Using word of mouth with the family, flirts, and phantoms -- Taking It Further: Creating and working with store champions -- Summing up -- Resource toolbox -- 4: Encouraging And Rewarding Word Of Mouth With Family, Flirts, And Phantoms -- Getting Started: Asking your customers to talk about your store -- Moving Forward: Understanding reward and loyalty systems -- Moving Forward: Types of reward programs -- Moving Forward: Selecting the best reward program for your business -- Taking It Further: Creating a personalized loyalty program -- Useful information -- Taking It Further: Personal communication as its own reward -- Taking It Further: Turning loyalty into referrals -- Summing up -- 5: How Customer Communities Work -- Getting Started: Customer communities as the third place -- Getting Started: Understanding the customer benefits of communities -- Moving Forward: Best practices of customer communities -- Taking It Further: Understanding how communities pay off for your store -- Summing up -- 6: Establishing Your Online Community -- Getting Started: Successes and challenges of online communities -- Moving Forward: Choosing a format for your online community -- Moving Forward: Identifying social glue to bring your community together -- Moving Forward: Selecting the best glue -- Moving Forward: Involving customers in your community -- Taking It Further: Facilitating and moderating your community -- Taking It Further: Making the third place -- Summing up -- Resource toolbox -- 7: Growing And Supporting Your Online Community -- Getting Started: Ways to get online members into your store -- Moving Forward: Creating a community space in your store -- Moving Forward: Involving your employees in community efforts -- Moving Forward: Roles your employees can play -- Taking It Further: Reaching out to local organizations to aid your community efforts -- Taking It Further: Selecting activities -- Taking It Further: Successfully implementing community marketing programs -- Summing up -- 8: Tracking The Results -- Getting Started: Defining success and tracking results -- Moving Forward: Sales measurements that track changes in your business -- Customer service measurements that indicate changes in your business -- In-store measurements -- Ways to measure word-of-mouth activity -- Measuring the value of your community -- Taking It Further: Making sense of measures -- Summing up -- 9: Keeping Your Community Fresh And Vital -- Getting Started: Cluster effect and its impact on your community -- Moving Forward: Understanding the power of social networks through MySpace -- Keeping interest and involvement alive -- Taking It Further: Revisiting your marketing grid -- Taking It Further: Clarifying community roles -- Summing up -- 10: Ethical Considerations That Will Make Your Community More Successful -- Why privacy statements are important -- Steps in developing and implementing your privacy program -- Transparency and how it effects the legitimacy of your community -- Word of mouth marketing association principles of WOM marketing -- Summing up -- 11: Adventure Begins -- Appendix: Your Local Store Marketing Toolbox -- Toolbox 1: Developing your marketing grid -- Toolbox 2: Creating a map to discover your trading area -- Toolbox 3: Using zip code tabulation to think about your local market area -- Toolbox 4: Primer on demographics -- Toolbox 5: Data-collection techniques -- Toolbox 6: Talking to customers: what to ask -- Toolbox 7: Analyzing data -- Toolbox 8: Collecting data on your Web site -- Notes -- Index. |
| Responsibility: | Steve O'Leary and Kim Sheehan. |
Abstract:
From the Publisher: Thousands of small, retail stores open every year, but 70 to 80 percent of them close within five years. Many are done in by the "big box" and Internet retailers who crush competition with low prices and convenience. 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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