Case study: word-of-mouth marketing

Andrea Wilson

This article describes a conceptual model for effective word-of-mouth marketing. The systematic approach shows how to identify, target and measure the appropriate influence points for any subject.

Case study: word-of-mouth marketing

Andrea WilsonWhite Stone

A leading high-street retailer wanted to expand its branch network into individual towns. But first it needed to resolve a conundrum: why were some of its branches welcomed by the local community while others encountered fierce resistance?

The experiences of two branch managers were instructive. One, who was leading a branch opening, approached the local vicar. He told him about the store opening plans and asked his advice about where he might make his own home in the area, including the best estate agents and schools. The vicar spread the word and...

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