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CONTENTS ACKNOWLEDGMENTS INTRODUCTION 1: THE IMPORTANCE OF WORD OF MOUTH AND CUSTOMER COMMUNTIES Today's Retail Environment What Are Word of Mouth Marketing and Customer Communities? What Customer Communities Will Do for Your Business Why Word of Mouth Marketing Is So Popular Now Why You Should Harness the Power of Word of Mouth Word of Mouth and the Local Store Advantage How a Customer Community Fits Into Your Advertising Plus Summing Up 2: WHO ARE YOUR CUSTOMERS? Defining Your Trading Area by Geography and Zip Codes Determining the Demographics of Your Trading Area Looking At Your Business By Customer Segments Your Loyalty Segments: Family, Flirts, and Phantoms Getting the Data About Your Customers Summing Up 3: GETTING STARTED WITH WORD OF MOUTH Background, Definitions, and History of Word of Mouth Just What Is Word of Mouth Understanding the Effectiveness of Word of Mouth Elements of a Word of Mouth Campaign Using Information To Create Word of Mouth Delivering the Communication Working With Traditional Advertising Using Word of Mouth With the Family, Flirts and Phantoms Creating and Working With Store Champions Summing Up 4: ENCOURAGING AND REWARDING WORD OF MOUTH WITH FAMILY, FLIRTS, AND PHANTOMS Asking Your Customers To Talk About Your Store Understanding Rewards and Loyalty Systems Types of Rewards Programs Selecting the Best Rewards Program For Your Business Creating a Personalized Loyalty Program Useful Information Personal Communications As Its Own Reward Turning Loyalty Into Referrals Summing Up 5: HOW CUSTOMER COMMUNITIES WORK Customer Communities as the 'Third Place' Understanding the Customer Benefits of Communities Best Practices of Customer Communities Understanding How Communities Pay Off for Your Store Summing Up 6: ESTABLISHING YOUR ONLINE COMMUNITY Successes and Challenges of Online Communities Choosing A Format for Your Online Community Identifying Social Glue to Bring Your Community Together Selecting the Best Glue Involving Customers in Your Community Facilitating and Moderating Your Community Making the 'Third Space' Summing Up 7: GROWING AND SUPPORTING YOUR ONLINE COMMUNITY Ways To Get Online Members into Your Store Creating A Community Space In Your Store Involving Your Employees in Community Efforts Roles Your Employees Can Play Reaching Out To Local Organizations to Aid Your Community Efforts Selecting Activities Successfully Implementing Community Marketing Programs Summing Up 8: TRACKING THE RESULTS Defining Success and Tracking Results Sales Measurements That Track Changes in Your In Your Business Customer Service Measurements That Indicate Changes In Your Business In-Store Measurements Ways to Measure Word of Mouth Activity Measuring the Value of Your Community Making Sense of Measures Summing Up 9: KEEPING YOUR COMMUNITY FRESH ANDGROWING The "Cluster Effect" and How Its Impact On Your Community Understanding the Power of Social Networking through Myspace Keeping Interest and Involvement Alive Revisiting Your Marketing Grid Clarifying Community Roles Summing Up 10: ETHICAL CONSIDERATIONS THAT WILL MAKE YOUR COMMUNITY MORE SUCCESSFUL Why Privacy Statements Are Important Steps In Developing and Implementing Your Privacy Program Transparency and How It Effects the Legitimacy of Your Community Examples of Digressions in Transparency Word of Mouth Marketing Association Principles of WOM Marketing Summing Up 11: THE ADVENTURE BEGINS APPENDIX: YOUR LOCAL STORE MARKETING TOOLBOX Toolbox 1: Developing Your Marketing Grid Toolbox 2: Creating a Map to Discover Your Trading Area Toolbox 3: Using Zip Code Tabulation to Think about your Local Market Area Toolbox 4: A Primer on Demographics Toolbox 5: Data Collection Techniques Toolbox 6: Talking to Customers: What to Ask Toolbox 7: Analyzing Data Toolbox 8: Collecting Data on Your Web Site REFERENCES Index
Library of Congress Subject Headings for this publication:
Small business -- Marketing.