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

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 this week.

This case study focuses on how Potbelly, a Chicago-based sandwich chain starting to go national, created great offline word of mouth.

Here's what they did:

After opening their first stores in Austin, they rented a postal mailing list of people who had moved there from Chicago and sent each of them a single-page, hand-signed, hand-addressed letter with 10 coupons inviting them to share their Potbelly love with their new friends.

To see the full case study, click here.

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