Podcast: Tom Eiland on Methods Behind Successful Word of Mouth Campaigns
"Word of mouth isn't a theory. It's something a that really works, and can work for a variety of markets." That's the word according to Tom Eiland of Conkling Fiskum & McCormick. During this podcast, Tom talks about the evolution of word of mouth in both consumer and business marketing, and in political campaigns. Going into detail about an actual campaign run at the community level, Tom also explores the methods behind successful word of mouth campaigns.
Conkling Fiskum & McCormick is a public affairs, communications, and research firm headquartered in Portland, Oregon. Tom heads CFM's research and word of mouth practices. A former press secretary and speechwriter for an Alabama congressman, he has conducted research for major corporations, associations, and government agencies. During the past year, Tom has worked on word of mouth efforts in consumer products, public affairs, and public broadcasting.
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