ON NETWORKING: "It is not the groups that you network with but the groups your champion customers network with that makes the difference." Michael E. Cafferky

ON LEVERAGE: "The value of word of mouth grows in direct proportion to the number of times it has been used." Michael E. Cafferky

ON THE DEBATE OVER CONTROL “As a marketer there are only two things you can control in your promotional activity: a) how much you spend; b) where you spend it. Consumers control everything else to either a greater or less degree.” Michael E. Cafferky

ON "VALUE ADDED" "World business is rapidly moving from the focus on benefits, beyond value and moving on to meaning as the central focus of building long-term relationships with customers. Word of mouth communicates meaning like no other communication method." Michael E. Cafferky

ON DISTRIBUTION "Word of mouth in the marketing channel is your company’s most important external resource." Michael E. Cafferky

ON THE MARKETING CHANNEL "Word of mouth is often the primary mode of conducting business along the marketing channel. It is used to gather and disseminate information, peddle influence, adjust pricing policies, identify winning products, and recruit resources." Michael E. Cafferky

ON BUSINESS ETHICS "Managing a word-of-mouth marketing campaign is subject to the same pressures to compromise ethics as any promotional method." Michael E. Cafferky

ON MASS MEDIA "Word of mouth is mass media personified. Contemporary mass media is sick unto death and declining in importance. Word of mouth is vibrantly alive and well and growing in importance." Michael E. Cafferky

ON TECHNOLOGY "Word of mouth is the brain’s low-tech method of sorting through all the high-tech hype that comes to it from the market place." Michael E. Cafferky

ON ITS UNIQUENESS: "Word-of-mouth is the only promotion method that is both the means and the end of marketing. On one hand, it is one of the most compelling methods to communicate with customers. On the other hand, a good repuation spread by word-of-mouth is one of the goals to which organizations strive." Michael E. Cafferky

ON ITS DEMOCRATIC-ORIENTED CONSUMER FOCUS: "Word-of-mouth is the only promotion method that is of consumers, by consumers, and for consumers." Michael E. Cafferky

ON THE COMPETITIVE EDGE: "The only way to successfully compete head to head with a product that has a good reputation is to have a product with a better reputation." Michael E. Cafferky

ON PRODUCT: "Word of mouth becomes part of the product itself as the meaning of the product to the customer is transmitted through the customer's words to someone else." Michael E. Cafferky

ON ADVERTISING: "Word of mouth is the most natural mode of signaling value to customers." Michael E. Cafferky

ON DISTRIBUTION “Word of mouth in the marketing channel is your company’s most important external resource.” Michael E. Cafferky

ON THE SEGMENT OF THE ONE “Word of mouth is the best means of reaching one customer with a custom message targeted to that customer’s wants, hopes and fears.” Michael E. Cafferky

ON THE DEBATE OVER CONTROL “As a marketer there are only two things you can control in your promotional activity: a) how much you spend; b) where you spend it. Consumers control everything else to either a greater or less degree." Michael E. Cafferky

ON BUSINESS ETHICS “Managing a word-of-mouth marketing campaign is subject to the same pressures to compromise ethics as any promotional method.” Michael E. Cafferky

ON MASS MEDIA “Word of mouth is mass media personified. Contemporary mass media is sick unto death and declining in importance. Word of mouth is vibrantly alive and well and growing in importance.” Michael E. Cafferky

ON SHOWING GRATITUDE TO CHAMPIONS: "The world suffers from a poverty of appreciation and recognition." Michael E. Cafferky

ON “VALUE ADDED” “World business is rapidly moving from the focus on benefits, beyond value and moving on to meaning as the central focus of building long-term relationships with customers. Word of mouth communicates meaning like no other communication method.” Michael E. Cafferky

ON THE MARKETING CHANNEL: "Word of mouth is often the primary mode of conducting business along the marketing channel. It is used to gather and disseminate information, peddle influence, adjust pricing policies, identify winning products, and recruit resources." Michael E. Cafferky

ON BUSINESS EMOTIONS: "People talk because they feel." Michael E. Cafferky

ON MARKET POSITIONING: "Position is created in the minds of the consumers then interpreted and transmitted by word of mouth." Michael E. Cafferky

ON THE EVOLUTION OF BUSINESS: "The single most powerful driving force in the evolution of business is an ever-increasing number of sophisticated, informed consumers." Michael E. Cafferky

ON CONSUMER PERCEPTIONS: "Consumers look for consistency and congruence between paid advertising and the word-of-mouth messages they get from others. When consistency is lacking, consumers tend to believe the word of someone who is experienced with the product." Michael E. Cafferky

ON BUSINESS & CULTURE: "The dynamics of word of mouth associated with buying and selling are integrally related with the communication patterns prevalent in the larger culture." Michael E. Cafferky

ON ENTREPRENEURSHIP: "Word of mouth will help you achieve your entrepreneurial dreams faster than any other single element in business." Michael E. Cafferky

ON APATHY TOWARD WORD OF MOUTH: "The main reason the advertising industry has not embraced word of mouth is because there are no commissions available." Michael E. Cafferky

ON CONSUMER GOALS: "Word of mouth helps consumers achieve purchasing goals at the same time as providing an enjoyable social experience." Michael E. Cafferky

ON MARKET SEGMENTATION: "Word of mouth cuts like a chain saw across every traditional market segment leaving the ragged edges for those shackled by paid advertising to cut themselves on." Michael E. Cafferky

ON LIMITED RESOURCES: "After a week of proofing advertising copy, analyzing your advertising budget and planning your next advertising campaign, ask yourself 'what are we doing to cultivate champion customers?'" Michael E. Cafferky

ON ITS QUIET SUCCESS: "Word of mouth, that under-rated, under-worked, and under-studied force in the market marches proudly but quietly onward as its Madison Avenue cousins try in vain to replicate its dramatic results." Michael E. Cafferky

ON ITS CONTRAST WITH ADVERTISING: "The air horn is to advertising as an aroma is to word of mouth. One hits you hard with a bold message. The other lingers long after you forgot that the mist was released." Michael E. Cafferky

ON PRICING: "Strong word of mouth is sometimes the only justification a company has for improving its margin through higher prices." Michael E. Cafferky

ON ABSENT MINDEDNESS: "Some businesses charge into advertising as if their customers are doing nothing to bring in business." Michael E. Cafferky

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