Maker’s MarkF ilit ti W d f M thFacilitating Word of Mouth

Word of Mouth Supergenius ConferenceDecember 16, 2009

Case StudyCase Study

It’s In Our DNAIt s In Our DNA

Traditional Marketing Approach Our Approach

Ten Guiding PrinciplesTen Guiding Principles

Guiding Principle #1Guiding Principle #1

Thi k f f i dThink of your consumers as friends,

not just customers.

Then treat them like friends.Then treat them like friends.

Guiding Principle #2Guiding Principle #2

R i d d t d th t f i d Recognize and understand that your friends

(consumers) really own the brand – not you.

Guiding Principle #3Guiding Principle #3

Cl l d fi d ti l t th Clearly define and articulate the purpose.

Guiding Principle #4Guiding Principle #4

Th ff t t b d i f th t dThe effort must be driven from the top down.

Guiding Principle #5Guiding Principle #5

E i th i ti t l l Everyone in the organization must play a role,

and must embrace their role.

Guiding Principle #6Guiding Principle #6

Al t i t d t tiAlways strive to exceed expectations.

Guiding Principle #7Guiding Principle #7

A “S i & D li ht” i f lA “Surprise & Delight” is more powerful

than a reward.

Guiding Principle #8Guiding Principle #8

A k i id th t t t th A peek inside the tent creates the

conversation.

Guiding Principle #9Guiding Principle #9

It’ t th t ff it’ th iIt’s not the stuff, it’s the experience.

Guiding Principle #10Guiding Principle #10

Y ’t b h lf i th You can’t be halfway in the game.