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Marketing firm M80's unusual approach harnesses devotee enthusiasm

— March 17, 2006 — Marketing
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 — people who already loved a company's shows or musicians — 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 — newspaper columnists, for example, or early adopters of new technologies — 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)
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.
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