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
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