A version of this article previously appeared on Forbes.
The CEO of Expertcity (creator of GoToMyPC and GoToMeeting, acquired by Citrix) was born in Germany and grew up in South Africa. Although his English was impeccable, he was occasionally tripped up by colloquialisms. One that he particularly struggled with was "word-of-mouth marketing,”which he consistently referred to as "mouth-to-mouth marketing." We adopted his phrasing and made it our mission to devise creative, mouth-to-mouth marketing initiatives.
Startups must economically counteract the pervasive drone of large incumbents' messaging. One way to do so is to ensure that when your customers share their experiences with your products and solutions, they do so with the passion and intensity of a soulful kiss. Such mouth-to-mouth communications have sufficient intensity to cut through the confusion of the noisiest markets.
Over the years, I have documented a number of clever mouth-to-mouth stunts, from DoubleClick to TestFlight. These articles have inspired readers to experiment with their own mouth-to-mouth campaigns, including the one described below by Hubba's Emma Nemtin.