The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales through Runaway Word of Mouth

By George Silverman | Go to book overview

CHAPTER 14
An Allegory: The Emperor's
New Marketing

Once upon a time not long ago, in a land not far away, there lived an emperor who wanted to promote his kingdom. After all, it had the best scenery, the best doctors, the best workers, the best natural resources, the best companies, and, yes, even the best marketing consultants. But, alas, his in-kingdom advertising wasn't too hot.

He called in ad agencies from far and wide, the best hypemeisters he could find. They all had slick pitches. He picked the agency with the most creative awards, the most appealing ads (the ones the Empress liked best), and the fanciest offices. The hypemeisters told him they would weave him the most creative marketing campaign a kingdom has ever seen.

They put on a big show, with focus groups, surveys, storyboards, and animatics. The campaign was finally ready and was paraded through the land, with great fanfare. The hypemeisters said that only the intelligent and creative could see its true genius. The ads, brochures, sales aids, and Web site were truly something to behold, with gorgeous double-page pictures of natural scenery, beautiful skylines, smiling children, industrial plants, and bustling thoroughfares, printed on silver paper or spectacularly animated with Javascripts.

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