Bake it or Make it. (Just Don't Fake it.)
Jay Ehret (@TheMarketingGuy) and I recently talked Word-of-Mouth Marketing on his Power to the Small Business podcast. I had on my WOM Enthusiast hat and talked about how there are two ways to generate word of mouth … You can bake it. Or you can make it. (You just don’t want to fake it.)
A little explanation is needed.
Word of Mouth is baked inside how a company does business every day. Baking it follows the thinking that a company’s personality is its best form of advertising.
Word of Mouth is a program that is layered on and is part of the marketing mix. Making it is about doing interesting things to get customer’s attention.
Making It examples include:  memorable advertising (Subway “$5 Foot Long” jingle) ;  interesting activities (Southwest Airlines “Porch” pop-up lounge concept) ; enabling interesting conversations (HP’s 31 Days of the Dragon).
Full explanation can be learned by listening to the podcast.