Traditional marketing vs. Groundswell marketing

Traditional marketing vs. Groundswell marketing
1. Traditional = shouting (think mass marketing, public relations)
2. Groundswell = conversing
3. The Marketing Funnel

Traditional Marketing is talking TO customers where as Groundswell Marketing is talking WITH customers.

Techniques for talking with the groundswell
1. Post a viral video
2. Engage in social networks and user-generated content sites.
3. Join the blogosphere
4. Create a community

Story of management consultant, reading Engadget, sees video of iPhone being blended. Amazing! Decides to inquire and shocked to find this blender costs $399, but still decides to buy it. The video is the work of George Wright, director of marketing for Blendtec and is part of a viral video program and website called “Will it Blend?” (www.willitblend.com). Sales at Blendtec have grown by 20% as a result of this program. They don’t just have the videos; after the video, they engage customers in a conversation, sign them up for a newsletter, etc.