Question: What are the components of an effective word-of-mouth marketing program?
Answer: The most important thing is that companies tap into consumer advocacy without destroying what makes it so powerful: trust. Effective programs should ensure participants are:
Unpaid. Cash messes with our opinions!
Unscripted. People should say what they really feel, no matter how good or how bad
Open. If someone is involved in an organized word of mouth program, the people they talk to should be aware of that.
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