Buzz Builder: Word of Mouth Wins Iowa Caucus

April 2010

January 04, 2008

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Word of Mouth Wins Iowa Caucus

One of the biggest winners in yesterday's Iowa Caucus was word of mouth marketing. On the Republican side, former Arkansas Governor Mike Huckabee, who was virtually unknown just a few months ago, surged to a resounding victory over former Massachusetts Governor Mitt Romney who spent nearly 20 times more money on advertising in Iowa than Huckabee. Huckabee won with the overwhelming support of Christian conservatives who turned out to caucus in record numbers. The biggest reason behind the large turnout had nothing to do with traditional advertising. Rather, it was the enthusiasm of Huckabee's supporters who worked to get their friends and family to support their candidate.

For the Democrats, the surprisingly strong performance of Barack Obama over Hillary Clinton defied the expectations of many pundits. Obama focused on a message of change while Hillary emphasized her experience. Exit polls seemed to vindicate Obama's change message. But, the real story was the huge turnout of young voters who voted overwhelmingly for Obama. The huge number of young Obama supporters going door-to-door to get out the vote in the general populace and inspire their peers to vote was the tipping point.

Before Election Day in November,billions will be spent on traditional advertising. But, I would bet that the victor will not be the one who buys the most advertising. Rather, it'll be the candidate who gets the masses buzzing.

January 04, 2008 in Advertising, Creating Buzz, Managing Buzz, Media Relations | Permalink

Comments

One of the writers on a site I blog for talked a about Obama's win. Of course he first had to explain was a Caucus was to our readers, lol.

Honestly I hate to play the race card but I'm very surprised to see Obama win in a state like Iowa. Maybe the world isn't as racist as I thought. I'm feeling like if he can win there he can win anywhere.

Posted by: Mike Belgrove | January 04, 2008 at 01:27 PM

Patrick, good points re buzz. I think that Huckabee and Obama generated the most buzz becuae they are the best public speakers of their respective parties. TJ Walker The Speaking Channel

Posted by: TJ Walker tjwalker.com | January 04, 2008 at 02:47 PM

"Honestly I hate to play the race card but I'm very surprised to see Obama win in a state like Iowa".

LOL.

Posted by: Zane | January 15, 2008 at 02:33 PM

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Websites

Galvin Communications
The website for my word of mouth marketing and PR firm. Sign up for The Buzz Bulletin, a free monthly eNewsletter.
WOMMA: Word of Mouth Marketing Association
An outstanding resource for word of mouth marketing information. This respected organization also puts on a variety of well-organized and information-rich events and conferences which are worth attending.

Books

Al Ries: The Fall of Advertising and the Rise of PR
Credibility is the crucial ingredient in brand building. This book explains why PR should be used to launch a brand while advertising should be used only once major PR opportunities have been realized.
Malcolm Gladwell: The Tipping Point: How Little Things Can Make a Big Difference
Why do major changes in our society so often happen suddenly and unexpectedly? Ideas, behaviour, messages, and products often spread like outbreaks of infectious disease. This book will help you understand how social epidemics take off and reach critical mass.
EMANUEL ROSEN: The Anatomy of Buzz : How to Create Word of Mouth Marketing
Rosen pinpoints the products and services that benefit the most from buzz and offers strategies for creating and sustaining effective word-of-marketing campaigns.
Mark Hughes: Buzzmarketing
This book contains some great stories from an experienced buzz marketer that illustrate the importance of finding angles that make you stand apart from the competition. I loved the story of how getting the town of Halfway, Oregon to change its name to Half.com generated a flood of publicity. You'll learn some great practical tips from this book.
Ben McConnell: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force
An interesting look at how to develop evangelism marketing strategies and programs that will create communities of influencers who will drive sales for your company.
Fred Reichheld: The Ultimate Question: Driving Good Profits and True Growth
Too many companies are addicted to bad profits. These corporate steroids boost short-term earnings but burn out employees and alienate customers. Learn why the answer to one simple question can determine your company's future: Would you recommend us to a friend?
Andy Sernovitz: Word of Mouth Marketing: How Smart Companies Get People Talking
This is the perfect book for an entrepreneur looking for a "how-to" on word of mouth marketing rather than a theoretical or academic overview. Andy Sernovitz built the Word of Mouth Marketing Association using many of the intriguing word of mouth marketing tactics he describes. His strategies are practical for both small and large businesses as his interesting case studies demonstrate. You may put this book down a few times while reading it so you can start implementing some of its excellent ideas.
T. J. Walker: Media Training A-Z
Walker, an accomplished media trainer, provides great practical insight into maximizing the value of the media spotlight. By following his simple suggestions, you'll go into interviews much more confident and come out of them with much better results for your business.
Chip Heath: Made to Stick
This is the best business book that I've read since The Tipping Point since it provides a new way at looking at how you try to tell people about your products or services. You'll have lots of new ideas for promoting your business when you've finished reading this book. And, you'll discover that the best way to promote yourself doesn't involve spending money on marketing rather its all about learning how to tell your business stories better.
Richard Fenton & Andrea Waltz: Go for No!
A great parable about a salesman who learns that every "no" brings him closer to "yes" - an important lesson for anybody who wants to create buzz.

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