Grapevine: The New Art of Word-of-Mouth Marketing (Hardcover)

~ (Author), (Author) "Like every other marketer in the world, I thought I knew what word-of-mouth was all about..." (more)
Key Phrases: heavy loyals, light loyals, fake tourists, Home Café, Rock Bottom, Mug Club (more...)

Editorial Reviews

From Publishers Weekly

Like most other marketing books, this intriguing but unconvincing volume dwells on botched ad campaigns, implying that those campaigns would have triumphed if only the advertiser had sought the authors' advice. In this case, all the reviled efforts overlooked "the most powerful marketing force in the world": word-of-mouth. "Everybody talks to everybody else about products every day," writes Balter, founder of three-year-old BzzAgent Inc., which enlists earnest volunteers to spread the gospel about products that the firm is hired to promote. Balter argues that the fact that BzzAgents actually tell people, "I'm a BzzAgent, and I'm pushing this product" aids the credibility of both the products and their advocates, with the result that Bzz campaigns succeed where shill campaigns (which employ paid actors) backfire. That may be true, but this volume doesn't adequately make the case that sincerity and product samples constitute a marketing revolution: the book's slapdash, "admittedly nonscientific" analysis is backed by little more than enthusiasm, quotes from The Tipping Point and three years of BzzAgent anecdotes. Balter's gee-whiz, narcissistic writing voice won't help win converts, either. (Though Butman is a coauthor, Balter narrates the book in the first person.) While it aspires to reorient current thinking on consumerism and social interaction, it's clear that this book's true purpose is to serve as a 210-page BzzAgent ad. (Nov.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From Booklist

Why is it that normally talented, even cutting--edge innovators feel compelled to exhibit logorrhea when pen is poised over paper? Such is the case with Balter, who, with the aid of writer Butman, crystallizes his practice of word-of-mouth marketing. The concept is unique and differentiated from buzz by its credibility, its emphasis on genuine storytelling, and its theme: "not 100% goodness 100% of the time." There's research (and bottom-line sales results) that proves his points about the benefits of "one big cocktail party." But he spoils the effect by, in Seth Godin-esque fashion, choosing to insert a fictional account of Bardo, the perfect target customer; SparklyPerfect, a new product; and Annie, the designated marketer. First, a straight-out-of-fantasyland narrative goes against the honesty-is-our-policy foundation of word-of-mouth marketing. Second, real-life case histories--as with Apple iPod and its battery and the Coke C2 debacle--drive home the premise far better than any novel; real experiences and real perceptions make the product sing. Barbara Jacobs
Copyright © American Library Association. All rights reserved

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Product Details

• Hardcover: 288 pages
• Publisher: Portfolio Hardcover (November 3, 2005)
• Language: English
• ISBN-10: 1591841100
• ISBN-13: 978-1591841104
• Product Dimensions: 9.1 x 6 x 1 inches
• Shipping Weight: 15.2 ounces
• Average Customer Review: 4.0 out of 5 stars  See all reviews (67 customer reviews)
• Amazon.com Sales Rank: #943,524 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

4.0 out of 5 stars Focus on the Book, November 7, 2005

By	E. Pihl "just me" (Arlington Heights, IL USA) - See all my reviews (REAL NAME)

Okay, let's set aside the BzzAgent debate and focus on the book.

I read it, I enjoyed it, and I agree that it does read somewhat like a commercial for BzzAgent. I don't see that as a bad thing, as the samples given and examples used effectively illustrate how Balter has used this technique to exponentially grow his business. To me, verifiable real life examples effectively validate the data presented in the book.

Did I agree with everything said in the book? No. Did I take away ideas that I can use both personally and professionally, yes.

If you have no interest in the Word-of-Mouth concept, move on. If this subject interests you, this is a good book to get you thinking.

3 of 3 people found the following review helpful:

4.0 out of 5 stars We're all bzzing bees!, November 7, 2005

By	Joy V. Smith "Writer" (Lakeland, FL United States) - See all my reviews

I'm a Bzz agent, and I enjoyed reading excerpts from Grapevine chapters as it was being written and got to vote on the cover. (The publisher made its own choice, however.) It's a fascinating and enlightening book, with stories of ad campaigns--successful and not. The business background explains a lot about the commercials and ads we see and hear. A fictional ad campaign for SparklyPerfect runs through the book, and I thought that was fun! (The sponsor had lots of money, and the woman in charge of the ad campaign really had to hustle.) I really liked the book, but then I'm interested in marketing. (I was surprised to learn, as a Bzz agent--even before I read the book--how much everyone bzzs every day!) I did appreciate the fact that it's an easy and funny read.

3 of 3 people found the following review helpful:

3.0 out of 5 stars Grapevine, November 7, 2005

By	Mqcumber "Crystal" - See all my reviews

First of all, I would like to say that I am also a BzzAgent. I chose to read it because I wanted to know more about how WOM marketing works and how Bzzagent came to be. I was afraid that this book would be boring, filled with technical terms and mumbo jumbo stuff. But it wasn't. It was very easy to read & funny. And all of the questions that I had were answered.

I have read the other reviews that were written here, many about how this book is a promotion or a commercial for BzzAgent... I have to say that I disagree. I feel that Dave Balter was using his experience with BzzAgent as an example of how WOM marketing works for him & all of the BzzAgents that write reports about these products that we try everyday. And in the defense of BzzAgents all over... We are not like some secret society that are pushing products on people. We try a product, if we like it, we let our families and friends try it. Maybe we show it off to a neighbor or talk to someone in the grocery store about it... They can take the info, good or bad, and spread the word. That's WOM. And I never really understood how much I relied on other peoples' feedback before I bought new products. I never believe what I see on tv. I always ask for someone's opinion before I spend my money...
So, read the book and decide for yourself! bzz...