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Word of mouth doesn’t have to be about your product

image This is a blog post about Chrome, Google’s new browser.

The fact that I’m writing it is interesting, because I don’t cover tech or write about software.  So why did I chose to talk about it?

Because I read this cool comic book that they produced that explains why their browser is different.

Word of mouth marketing lesson #1:  Sometimes the word of mouth topic isn’t the product, it’s a simple extra thing that causes conversations.

I didn’t read the press releases, I never would have blogged a tech document, and if I did, I wouldn’t have shared it with you.

But I read about the comic on Dan Roam’s blog (another guy who doesn’t cover tech). Google gave him a reason to talk, which gave me a reason to talk, and so on.

Word of mouth marketing lesson #2: Your reason to talk doesn’t have to be relevant to the brand message, just interesting.

Dan and I are blogging about Chrome because we’re interested in the marketing technique more than the product.  And our word of mouth is as good as that from the core software review community–maybe better because we reach a different audience.

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Comments

  1. Henrik October 23, 2008 at 11:46 am #

    I think this sound much easier than it is to come up with an idea like this.

  2. Marketing is a Dirty Word October 23, 2008 at 8:10 pm #

    I don’t know that the idea of the comic itself was that amazing… I read it when Chrome first dropped and thought it was pretty dull (but then again, it was aimed at developers, not marketers). However, Google is a company that do extremely well out of word of mouth… kinda oike Krispy Kreme in their better times. Alot of it ties back into having a superior product, not necessarily the comms activities that surround that product. In google’s case, blogs like TechCrunch and Engagdet are all over pretty much anything Google does like a rash… Google seems to be very much a company where the product speaks for itself, and that acts as a little bit like a replacement for word of mouth.

  3. Paul Chaney October 24, 2008 at 3:08 pm #

    Is that Chris Pirillo in the comic book?

  4. Torley October 24, 2008 at 5:15 pm #

    Andy, great of you to highlight this — yeh, not only did they have a comic, they got the legendary SCOTT MCCLOUD to do it. The dude is a walking encyclopedia on graphic novels’ visual language, and who better to cross this over to explaining a web browser?
    The TV show Heroes, which is sort of a live-action comic book, also has an ongoing comic book series. It’s a great tie-in to extend the experience, and totally snug-fit marketing.

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