Even in today’s digital world, 90 percent of recommendations that lead to consumer action happen offline. In The Face to Face Book, marketing gurus Ed Keller and Brad Fay reveal the secrets to harnessing this power, showing readers how they can spread the word about their products and brands faster than the speed of Facebook and with far greater impact.
The number of brand-related social networking conversations is relatively minor when compared to the billions that take place across America via offline channels—face-to-face discussions at home, in the workplace, book clubs, youth sports, parent groups—anywhere people come together and spend time talking. Keller and Fay present this myth-busting assertion and then build their central arguments on their extensive and ongoing proprietary market research. They shine a light on the unrivaled power of in-person social networking, giving readers the tools they need to influence the marketplace and win the battle of brand advocacy that leads to soaring sales. Readers will learn how to make their brand talkworthy, identify “influencers” who get the conversation started, create media plans that will maximize word of mouth, provide talking points to keep the conversation going, and much more. Compelling case studies based on interviews with top marketing executives from Toyota, Dell, General Mills, Procter & Gamble, and others that are unleashing the power of consumer conversation to drive demand help Keller and Fay make the authoritative case that face-to-face communication remains the single most powerful marketing tool companies can use.
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