WOMMA's Womnibus #2.08
- WOMMA Announces Exciting Event, Speakers, Ethics Tool
- New Elmo Doll Inspires Chatter with Silence
- Starbucks Uses WOM to Promote Book Club
- Work.com Connects Small Business Owners, Experts
- Briefly: Sears' Brand Evangelists, GUESS Goes Viral
 Tell a friend: http://www.womma.org/taf.htm
1> WOMMA Announces Exciting Event, Speakers, Ethics Tool
WOMMA is enriching the word of mouth marketing world this week with three exciting, hot-off-the-press announcements. Don't miss our:
Word of Mouth Research Symposium in Washington, D.C., on Dec. 11, 2006. This is the place to be for all the latest numbers, measures, and metrics in WOM.
Register
Ethics Assessment Tool, which includes 20 simple questions to help marketers stop unethical word of mouth campaigns before they start.
Comment
Word of Mouth Marketing Summit, Dec. 12-13, featuring these groundbreaking authors:
* Jackie Huba, author, "Citizen Marketers"
* John Moore, author, "Tribal Knowledge"
* Debbie Weil, author, "The Corporate Blogging Book"
* Jon Berry, author, "The Influentials"
* George Silverman, author, "The Secrets of Word-of-Mouth Marketing"
* Greg Stielstra, author, "PyroMarketing"
* Rex Briggs, author, "What Sticks"
* Andy Sernovitz, author, "Word of Mouth Marketing"
Learn more
2> New Elmo Doll Inspires Chatter with Silence
Last month, Mattel Inc. introduced its newest Tickle Me Elmo doll, T.M.X. Elmo, to hordes of Muppet-hungry consumers. The doll, which rolls into a ball during fits of laughter, was "top secret" for months but still managed to attract thousands of preorders from retailers and their customers alike, sight unseen. Mattel can thank its marketing team for that. Shrouding the toy in secrecy -- marketing it with mystery, an "unveiling" date, and suspenseful leaks to retailers and trade press -- generated unprecedented buzz for the company. The campaign proves that it's not always what you say that counts -- sometimes it's what you don't say that's most word-of-mouth-worthy.
Learn more (Washington Post)
Learn more (Marketing Profs)
3> Starbucks Uses WOM to Promote Book Club
A recent promotion for its new book club is evidence that, as it continues to search for sales outside the coffee category, Starbucks is relying on word of mouth to create success. The campaign involves a sponsored page for Mitch Albom's new book, "For One More Day," on social networking site Gather.com. The page features a post from Albom and invites readers to post comments in a virtual book club discussion. The effort positions Starbucks as a hub for conversations about books and is a good reminder that social networking isn't just a teen phenomenon; it's for adults, too.
Learn more (Starbucks)
Learn more (MediaPost)
4> Work.com Connects Small Business Owners, Experts
Business.com has launched a sister site -- Work.com -- to empower small business owners, giving them the tools for creating buzz for their companies. The site features a collection of how-to articles written by subject-matter experts who offer tips and tools for doing business better. What makes the site unique, however, is not that it's community-based, but that it invites users to become writers by submitting their own how-to guides. Users can rate one another's guides, and those with the best reviews and tips rise to the top as favorites. The model has potential to generate positive word of mouth not only for Work.com, but also for contributors who provide a valuable BtoB service to their peers and customers.
Learn more (Work.com)
Learn more (Buzzoodle)
Learn more (CNet News)
5> Briefly: Sears' Brand Evangelists, GUESS Goes Viral
MEC Interaction Helps Sears Generate Word of Mouth
GUESS Watches Discovers Viral Marketing
Learn more
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