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Love, not money

imageWhen money gets tight, marketing budgets get tighter. MarketingSherpa reports that 43% of CFOs think that marketing budgets should be the first to go.  (Which is, of course, insane. "We need money – let’s stop pursing customers who will give us money!") 

Word of mouth marketing is what you need in tough times. 

You need an army of fans who promote you and recommend you because they love you. Not because they were paid or saw a message that you paid for. 

Now is the time to get passionate.  Earn love, turn people on, pump them up to pump you up.  Their recommendations will carry you comfortably through any down times. 


P.S. Get the MarketingSherpa report about marketing in a downturn here

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  1. Ina April 16, 2008 at 9:39 am #

    Hi Andy,
    It takes time to build up a small army of fans.It does not happen overnight and you had better have a good product.

  2. SuziB April 16, 2008 at 10:33 am #

    Hi, Andy. Do you have any recommendations for internal communications word of mouth marketing? I am launching a sub section of our intranet site and want to do more than send an e-mail that says “go to this URL, it’s great!” Have any great ideas for a low budget operation? THANKS.

  3. Andy Sernovitz April 18, 2008 at 12:28 pm #

    Tanya —
    That comment of yours is a pretty shameless and spammy promotion. You goal is clearly to sell passes to your event, and your comment has nothing at all to do with the topic of the post. I hope you aren’t doing this on other blogs.
    I would delete the comment, but I’ll leave it here as an example to others.

  4. Hillel September 3, 2008 at 1:31 pm #

    Its not only word of mouth marketing that people need, There is also a need that they put in more time in the marketing! This could be staying up an extra hour or waking up an hour earlier..

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