When Dave Neupert founded the word-of-mouth marketing firm M80 in 1998, he had a tough time selling his idea to music and television executives. His pitch was simple: For a fee, he would find superfans â€" people who already loved a company's shows or musicians â€" and train them how to woo new consumers via the Internet.
Neupert's idea ran counter to conventional "buzz marketing," which reaches out to people who have lots of diverse friends â€" newspaper columnists, for example, or early adopters of new technologies â€" to spread the word. Neupert believed that authentic enthusiasm would be more effective. So he set out to teach superfans how to sell. (LOS ANGELES TIMES)
Marketing firm M80's unusual approach harnesses devotee enthusiasm
Marketing Firm M80's Unusual Approach Harnesses Devotee Enthusiasm
Trend Themes
1. Word-of-mouth Marketing - Expanding on the concept of word-of-mouth marketing by harnessing the enthusiasm of superfans to spread the word about products and brands.
2. Authentic Enthusiasm - Recognizing the power of genuine enthusiasm in marketing and leveraging it to connect with consumers on a deeper level.
3. Superfan Training - Developing specialized training programs for superfans to equip them with the skills to effectively promote products and generate new consumers.
Industry Implications
1. Entertainment - Utilizing superfans' enthusiasm to create a buzz around movies, TV shows, music, and other forms of entertainment.
2. Consumer Goods - Engaging enthusiastic consumers to become brand advocates and generate excitement about products in the consumer goods industry.
3. Digital Marketing - Exploring new strategies in digital marketing by tapping into the power of superfans and their ability to authentically promote brands online.