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Marketing Case Studies: Word-of-Mouth
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- How Domino's Managed a Viral Video NightmareDomino's PizzaCASE STUDY: What do you do when potentially devastating information about your company goes hyper-viral online, reaching millions of people essentially overnight? more
- Generating Serious B2B Buzz With Dead Bugs... and VideoGrasshopper.comCASE STUDY: Entrepreneurs, by definition, don't play it too safe. So for a company that serves startups and small businesses, what better way to launch a rebranding campaign and generate buzz than doing something novel and risky—but being wicked smart about it. Which is where the bugs come in. more
- Harnessing Web 3.0 to Pump Up Brand Preference and LoyaltyASUS (North America) and IntelCASE STUDY: In this new age of conversation between corporation and consumer, chip-maker Intel and PC-maker ASUS have embraced "crowdsourcing." Allowing consumers to design the ideal PC, they are gaining valuable consumer insight and in the process building not just a PC but customer loyalty. more
- How Good Karma Mixed With Moxy and Social Media Created Close to $1 Million in RevenueHelp A Reporter OutCASE STUDY: How does helping out a friend, or a friend of a friend, become a million-dollar business... with not a penny spent on advertising? When those little favors are in huge demand—and word-of-mouth and social media spread the good news like wildfire. more
- How a Company's Word-of-Mouth Strategies and Customer Focus Helped Grow Its User Base 150%FreshBooksCASE STUDY: Small businesses need all the TLC they can get. Billing and invoicing online-solution provider FreshBooks knows that better than most. Its customer-centric focus is so fresh and refreshing, word-of-mouth has spread far and wide—and helped grow its user base 150%. more
- How Twitter Helped Save Ford From a PR DisasterFord Motor CompanyCASE STUDY: When US Airways flight 1549 landed in the Hudson River, Twitter users broke the news, 15 minutes ahead of mainstream media. The same channel and its immediacy also helped Ford Motor Company's head of social media quell a different kind of disaster--of the PR variety. more
- How Intuit Used Viral Marketing and an Interactive Web Site to Generate Small-Business Leads, Engage CustomersIntuit, Inc.CASE STUDY: Inspired by the viral success of Office Max's "Elf Yourself," QuickBooks-maker Intuit set out to creatively engage small businesses with its "Jingle Generator." The effort exceeded targeted metrics, earning viral a spot in the marketing mix. more
- How a Viral Campaign Gave OfficeMax Brand Recognition, Drove ShoppersOfficeMax, Inc.CASE STUDY: Office supply chain OfficeMax also sells digital cameras and other products popular as holiday gifts—but its customers didn't think of it as a holiday-shopping destination. What's more, it was often confused with its chief rival. A wildly popularly web-based viral marketing campaign helped OfficeMax distinguish itself and encourage shoppers. more
- How a Nonprofit Used New Banner-Ad Technology and Market Insight to Create an Effective Viral CampaignThe Blue CrossCASE STUDY: Founded in 1897, the Blue Cross is one of the UK's oldest animal welfare charities. It built an online community of pet owners - then launched a viral campaign, including rich media, that had people flocking to the social network. more
- How a Controversial Book Became a Bestseller via an Aggressive Web CampaignVanguard PressCASE STUDY: When the current POTUS is the villain of your book, it doesn't matter that you're a best-selling author... because the mainstream media will find it too hot to touch. So what do you do? You go to the Web. more
- How a Telecommunications Company Enlisted the Quirkiness of an Offbeat Celebrity to Build Brand AwarenessGotVMail Communications, LLCCASE STUDY: GotVMail set out to raise brand awareness, promoting itself in a way that would both amuse its audience and set the company apart. What resulted was a viral video campaign starring Gary Busey. more
- How a Software Company Generated Strong Click-Through Rates on FacebookSerena SoftwareCASE STUDY: How could a software developer call attention to its new product? Serena Software developed a video Facebook application that garnered big results and, along the way, challenged the channel's reputation for negligible return. more
- How a Technology Company Leveraged March Madness Live Streaming to Increase Visibility for Its Own ProducteTelemetryCASE STUDY: When CBS Sports announced that it would once again live-stream the NCAA March Madness tournament during regular business hours, eTelemetry jumped at the chance to use the event as a prime backdrop for its own campaign. more
- How a Technology Firm Used Social Media to Build Awareness for Its Web-based Monitoring ProductRadian6CASE STUDY - How does a social-media monitoring company build excitement for its flagship product? In the case of Radian6, it leveraged (you guessed it) social media and the medium's inherent word-of-mouth properties. Here's how. more
- How an Email Marketing Solution Startup Signed up 300 Customers in 7 DaysMad Mimi This past spring, Mad Mimi's marketing challenge was to create a big splash in the crowded pool of email marketing providers. With no ad budget, the company reached out virally to certain segments of the tech community, including bloggers. The result: a grassroots-driven awareness, positive buzz, and some 300 new customers within a week. more
- How a Video Podcast Series Garnered a Top Industry Award and 68,500 views in 12 MonthsTellabsLast spring, telecom player Tellabs launched its "Get Schooled" video-podcast series as both a way to communicate with customers as well as showcase the depth and breadth of its offerings. Get Schooled did that and more... generating tens of thousands of views, landing a coveted interview, and garnering an industry award. more
- How One Whitepaper Generated 500 Leads and Significant PR for a B2B ManufacturerJER EnvirotechJER Envirotech, a manufacturer of environmentally friendly thermoplastic biocomposite materials, needed to stand out in the green manufacturing industry. Its solution: create a white paper to both explain and build credibility for its offerings. Here's how that led to 500 new leads over 60 days. more
- A Niche E-tailer Sizes Up Glamour... One Customer at a Time, Boosting Sales with a Personalized Web Site ExperienceSydney's ClosetFive years ago, Sydney's Closet sold only plus-size prom dresses. Since then, however, the company has significantly expanded its lines, and it sought to segment its customers to help deliver content and offers that would be specific to their interests and needs. Here's its approach. more
- How a Bed & Breakfast Inn Boosted Its Bookings with One Video AdMorning Glory InnAs a B&B in the highly competitive historic Pittsburgh area, the Morning Glory Inn needed a way to attract more recreational and business travelers. Its Web site, the Yellow Pages, and direct mail initiatives continued to bring in some new customers. But here's how the inn boosted its online visibility through rich media, and learned three valuable lessons on the way. more
- How a University Embraced Social Media and Scored Millions in YouTube ViewsCarnegie Mellon UniversityHow does a university up its visibility with an increasingly wired target market of both students of alumni? By orchestrating a Web 2.0-focused Web site redesign that set the foundation for an ongoing social media campaign. more
- How MyFax Upped Customer Engagement, Achieved a 79% NetPromoter ScoreMyFaxInternt fax service provider MyFax wanted to tap into the power of word-of-mouth referrals by improving the customer experience and maintaining highly personalized customer interactions. But as an online company, it faced the issue of how to individually engage customers to ensure long-term relationships. Here's what it did. more
- How a Finance Director Left Her Day Job and Launched an 'Engaging Brand' Online via a Podcast and BlogThe Engaging BrandA finance director, feeling stifled by the corporate world, launches her own business based in branding and egagement... with only $1,000 to spend. Two years later, she's a blog and podcast star with a successful business. more
- How a Digital Input Device Manufacturer Increased Engagement With Customers, Upped Holiday SalesWacom Technology Corp.Wacom's digital pens and their capabilities are well-known in the business world. To continue growing, however, the company needed to address the consumer market. Here's how it effectively reached a new fan community. more
- How a Marketing Consultant Significantly Increased His Client Base via Social MediaL&G Business SolutionsMarketing executive and consultant Lewis Green wanted to re-establish his company in January 2004 after moving across the country. With no professional network in place, he figured the best way to promote his business would be a blog. His first attempt failed. But not his second. more
- How a Consultant's Internet Radio Show Led to New Business, New Sources of RevenueCRM Essentials LLCAtlanta management consultant Brent Leary launched a radio show in 2006 to help small and mid-sized businesses understand technology. It proved so popular that he evolved the show into a series of online podcasts, bringing new business and (ultimately) new revenue to his 15-year-old consulting business. more
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