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From the new edition of my book: Word of mouth case study — FreshBooks

Over on our GasPedal blog, You Can Be a Word of Mouth Supergenius!, we highlighted a new case study from the revised edition of my book each day last week.

This case study focuses on FreshBooks and how they've now got great word of mouth as a result of trying lots of different little things. Just like advertising, in word of mouth you never know which talkers and topics will kick off a big conversation — but the advantage with WOM is that you don't need to spend any real money until after you know it's working.

Here's a few things highlighted in the FreshBooks case study:

  • Saul saw me writing about a mustard he loved from Toronto (where
    FreshBooks is based) and mailed me some, even though we'd never met.
    Why? Because he knew I was a talker.
  • The FreshBooks team drove an RV between conferences in Miami and
    Austin instead of flying, having breakfast, lunch, and dinner with
    everyone they could. They met 1,500 customers in ten days.
  • At a conference, they passed out 1,000 hangover kits, had employees
    in company shirts acting as volunteer doormen, held a pancake breakfast
    in the parking lot, and used their RV to shuttle people from party to
    party.

To see the full case study, click here.

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Comments

  1. N Jonathan Christopher March 18, 2009 at 6:33 am #

    I think that the techniques that you are applying could be useful to many as they try to harness resources from new creative ways to expand or grow their businesses.
    -Jonathan

  2. GoEverywhere Team March 19, 2009 at 10:20 pm #

    Now that is the kind of creativity and out-of-the-box thinking that too many of us are neglecting. A pancake breakfast in the parking lot and volunteer doormen are probably my two favorite ideas.
    It really is about a cumulative effect of the “little things” I think.
    I’ve been watching American Idol this season, and one thing I’ve heard over and over again is, “You just weren’t memorable.” FreshBooks has made themselves memorable…and chat-worthy…and it is clearly paying off. Good on them! Maybe I can learn a thing or two from them.

  3. Saul Colt March 20, 2009 at 12:32 pm #

    This post brought tears to my eyes….tears of joy!
    Saul Colt
    Head of Magic
    FreshBooks.com

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