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GRAPEVINE (CONSUMERS JOIN BZZAGENT (Fascinated by products/services, &…
GRAPEVINE
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7 POINTS
- Everybody talks about products/services
- WOM is ≠ from other alternative forms of marketing
- WOM proliferates in unpredictable ways
- There are limited WOM windows
- WOM is product storytelling
- WOM doesn't have to be + to be good
- WOM is the basis of new approach to marketing
JOB BzzAgent
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Agents are provided with materials that help them understand & experience the product : sample, coupon
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INTRODUCTION
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Book
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- Customers 1st moment of awareness
- Their WOM interactions & storytelling
- Their decision to buy or not
- Their transformation into loyalist
Fictional narrative, product, marketer & character
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Everybody talks about products, all the time
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