The Face-to-Face Book
The world’s preeminent word-of-mouth marketing experts demonstrate how in-person social networking, not online marketing, is the secret to soaring revenues. Chosen as 2013 Best Book in Marketing by the American Marketing Association, The Face-to-Face Book is published by Simon and Schuster.
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.
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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by Ed Keller and Jonathan Berry
One American in ten tells the other nine how to vote, where to eat, and what to buy. They are The Influentials.
Who are they? The most influential Americans — the ones who tell their neighbors what to buy, which politicians to support, and where to vacation — are not necessarily the people you’d expect. The most influential Americans — the ones who tell their neighbors what to buy, which politicians to support, and where to vacation — are not necessarily the people you’d expect.
They’re not America’s most affluent 10 percent or best-educated 10 percent. They’re not the “early adopters,” always the first to try everything from Franco-Polynesian fusion cooking to digital cameras. They are, however, the 10 percent of Americans most engaged in their local communities…and they wield a huge amount of influence within those communities.
• Influentials have been the “early majority” — leading indicators of what Americans will be buying — for more than five decades, from choosing energy-efficient cars in the 1970s to owning computers in the 1980s to adopting 401(k)s and IRAs in the 1990s to using the Internet and cell phones today.
• Influentials have led the way in social development as well, from the revival of self-reliance (in managing their own health care, investments, and consumption) to mass skepticism about the marketing claims of everything from breakfast food to politicians.
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