Word of Mouth Basic Training


The Word of Mouth Basic Training Podcast, from the Word of Mouth Marketing Association. Hosted by Dave Evans of HearThis.com, it features interviews with leading experts contributing to word of mouth as a marketing vehicle.

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Dan Buczaczer talks about the obstacles to the adoption of word-of-mouth by agencies and clients

For agencies, the issue is inertia: according to Dan, word-of-mouth is the newcomer and still gets the play money. For clients, the issue is deeper and offer goes to the very structure of the firm.


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Pete Blackshaw talks about the connections between consumers, emotions, and word-of-mouth.

Citing a recent Intelliseek study, Pete talks about the CGM multiple, a concept that links the degree to which a consumer responds emotionally to a brand experience with the positive or negative word-of-mouth that results.


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Sam Decker talks about the importance of word of mouth as a business strategy.

Sam emphasizes the importance of connecting consumers to brands—and the return of community marketing—as firms begin to add word-of-mouth to their marketing toolboxes.


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Zane Safrit talks about happy employees, positive word-of-mouth, and strong business results.

Acting on his belief that happy employees produce happy customers, Zane built an organization that fosters high employee satisfaction. These employees in turn drive high levels of customer satisfaction and hence positive referrals.


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Douglas Atkin talks about values-based community marketing and its relationship to word-of-mouth.

Centered on belief, the need for belonging, the desire to bear witness, Douglas makes the connection between community values and vibrant brand evangelism.


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