Word of Mouth Marketing

Based on my wacky belief that the best way to sell more wine is to get people talking about your wine, I point you to Guy Kawasaki's book  preview of Andy Sernovitz's Word of Mouth Marketing: How Smart Companies Get People Talking.

The most powerful word-of-mouth advocates might be the customers who have only done business with you once so far. They are the most excited; repeat customers are probably accustomed to the great product/service and therefore, ironically, less likely to talk about it.

For example, one of the best winery tours used to be, maybe still is, at Sonoma-Cutrer.  I learned a huge amount about how Brice Jones and friends were engaged in trying to make the very best Chardonnay (now trying something similar with Pinot Noir at Emeritus Vineyards).  I would always recommend that people make an appointment and take the tour.

Guy's post gives some thought-starting examples of ways in which companies generate that all-important buzz.

Comments

[Andy Sernovitz]

Mike --

Thanks for the kind mention.

I recently wrote a bit about wine marketing on my blog: http://www.damniwish.com/2007/07/purple-wine-sim.html

Keep up the great ideas!

Cheers,

Andy Sernovitz
Author
Word of Mouth Marketing: How Smart Companies Get People Talking

[el jefe]

I do informal tours of Twisted Oak Winery on most weekend days (and other days if someone asks.) I usually just grab a thief and a glass and go for a walk, talking about how we do stuff at whatever level the guest seems to want. And we sample whatever happens to be good right now...

Was there anything else in particular about that tour that was special?