In marketing it is said that ‘ there is no better publicity than word-of-mouth ’. When a marketer talks about his product/service you tend to believe some and discount some, but when your customers start talking good about your product/service it becomes much more believable. In technical terms the latter, where the customer publicizes the product, is known as ‘below the line’ or ‘pull marketing’. ‘ The founder of Red Bull used pull marketing to promote his original product in the 1980s. He hired a Red Bull Wings Team to go out and talk to people one-to-one about the product. This helped to create consumer interest in the product. As people experienced the drink and appreciate its qualities, they became advocates for the brand. They shared their opinions with other consumers when they talked with friends. The promotion therefore created a ripple effect .’ Similarly the best publicity for a company’s employer brand is the voice of the employee. Puneet Bajwa, my ex-student and ...
Engaging and Winning People Within and Beyond Organizations.