New media has changed the way and the speed that marketers relate to their target audience, but this platform may not be the absolute answer to every marketing need. Robbin Phillips, Greg Cordell, Geno Church and Spike Jones, authors of “Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements,” believe that marketers should engage consumers who will generate buzz for their brand by discovering who their brand ambassadors are. Identifying consumers who are as excited for your brand as you are may be the best marketing tool to engage a target audience.

Getting your target audience to “like” you on Facebook and capturing evangelists that will get on a soapbox for your organization can ignite a movement that will live longer than any campaign. The authors say companies should create the word of mouth and then sustain the movement. Sustainable movements happen when consumers and employees share their passion for an organization or brand and empower others to unite around their passion.

“Brains on Fire” puts the reality behind terms like brand ambassador, content and story-telling, and the power of one. These techniques are applicable to cause-related marketing as well as to business. Read it and become your own chief inspiration officer.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with word of mouth generation, contact Scott Public Relations.

Like what you’ve read? Like us on Facebook, follow Scott Public Relations
on Twitter and sign up for the Einsight RSS feed!