One Evangelist Produces $300,000 in Bike Sales
Green Gear Cycling uses customer clubs and referral rewards
to cultivate a word of mouth network. Its efforts have been
working. It has one Australian evangelist for its brand who
has been responsible for 100 referrals and $300,000 in
sales of its Black Friday folding bike.
The company once relied on press releases and ads, but now
uses WOM as its major marketing tool. It has set up 30 Bike
Friday Clubs of America (and Beyond), e-mailing prospective
members to join whenever it establishes a new club. It
gives new customers 12 postage paid post cards which they
give people who comment on their bike. The cards can be
sent to the company for more information.
The Lesson: WOM works for exceptional products.
