Give 'em a Megaphone!
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Marketing is Gasoline, NOT Matches...
Once upon a time, the marketing department was a match. It was responsible for lighting a spark and the sales team would fan it to make it grow.
Some sparks would go out, but if you lit enough, some turned into bonfires.
10 years ago, that was the name of the game.
Today, it is a matter of, as Seth Godin would say, "flipping the funnel" and giving them a MEGAPHONE.
Instead of lighting a match, the marketer's job is to go out (or just listen well), find a flame, and pour a boatload of gasoline on it to blow it up (in a good sense) and turn it into a raging inferno.
It's giving your customers the opportunity to do the marketing for you. And not getting in the way when they WANT to sell for you.
Read this story about a frustrated blogger who WANTS to recommend a great service, but can't figure out how to do it easily.
Fred Wilson calls this "Superdistribution," the process of making every customer a distributor and I think about my relationship with Amazon as a blogger.
So, here's the question...
what are you doing to ignite, encourage, and incentivize your customers to go out and find more customers for you?
You don't need me to tell you how powerful word of mouth is, so instead of investing money in a traditional marketing campaign...and one you wouldn't necessarily respond to yourself, why not go out, find your passionate users and turn them into your free (or low-cost) salespeople?
Who's Your Favorite Online Marketing Guru?
There are a lot of pundits out there? Who da man? (or woman)
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Great Examples of Giving Customers a Megaphone...
- Igniting the Revolution... : Get Customers Talking...
- Got to love what Facebook's new ad platform enables...
New Text / Write module
Thought Leaders Blogroll...
- Seth's Blog
- Seth Godin's riffs on marketing, respect, and the ways ideas spread.
- Community Group Therapy
- Say what you will about Microsoft, the MVP's (Microsoft Valued Professionals) are a great example of turning a community loose...Sean manages that program.
- Andy Sernovitz's Damn, I Wish I'd Thought of That!
- Damn, I Wish I'd Thought of That - Andy Sernovitz Blog - Unusually Useful Ideas for Smart Marketers. A great, practical blog that will help you use word of mouth marketing, viral marketing, blogs, buzz, evangelism, and more.
- Church of the Customer Blog
- Authors of "Citizen Marketers," Jackie and Ben do a great job of making you think about how to engage your customers/clients. Love their style.
- The Megaphone Marketing Blog
- A blog that focuses on theory (and best practices/examples) for companies that want to give their customers a megaphone.
Community Marketing in the Blogosphere
Del.icio.us Marketing Links
Shameless Self-Promotion...
I'm a disciple of the master...
I will admit it. My marketing hero is Seth Godin.Back in 1998, when I was starting out, a mentor of mine said, "if you want to understand marketing in the Digital Age, read 'Permission Marketing' by Seth Godin."
I did. And since, have been a devotee.
I had the honor of introducing him at the University of Maryland last Feb., he said it was "the nicest introduction he'd received in a long time."
So, you should listen to the master, of course at www.sethgodin.com, but the students have something to offer as well :-)
Must Read Books...
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by jer979
An award-winning community and channel marketer at Microsoft. I am passionate about helping others excite their customer community to sell for them. more »
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