Friendship Marketing
This post is part of User Generated Tuesdays. If you want to be read by 1,200+ new friends please go here. If you want to post something now check out Okdork Public.
This post is written by author of Starfish and the Spider, Ori Brafman.
It’s not often that I feel like I’m in the fashion know. I’m typically more driven by bargains and am still excited about those jeans I bought on super-extra-final-markdown-sale. Never mind that they look like something a high school kid wore in 1984.
Nonetheless, I have to declare my new Blackberry Pearl truly fashionable. Not only that, it’s a device that is not just fashion- but also geek-worthy. I might be in love with my new Blackberry. But the folks at RIM should be head over heels for Noah Brier.
A few weeks ago Brier was in town for Kagan’s Community Next conference. He and I are talking before the conference, when Brier pulls out his slick new Pearl. Within a minute, I’m trying out all the features with Brier telling me just what an amazing phone it is.
I’m hooked. The next day I go down to the store and buy one of my own.
Noah with afro & new Blackberry Pearl
A day later, the two Noahs and I are walking in the Mission District in San Francisco, where Brier tells Kagan about the new, amazing Pearl. Like me the day before, Kagan is hooked and buys one the next day. Lastly, Noah shows his friend Prashanth from SayNow, who goes out and buys one. And the story continues….
When you think about it, RIM couldn’t pay for this kind of publicity. Brier’s enthusiasm was genuine, and Kagan and I are just two among a whole bunch of people who bought the Pearl because of Brier.
Other than developing great products, how can companies develop more of what I call “friendship” marketing? That is, how can companies get people like Brier to champion their products?
It comes down to two things:
1. Identify a person who loves the product and wants to tell everyone about it. This is more than a satisfied user. This is someone who likes the new phone/car/TV/whatever so much that he¹d go out of his way to share his enthusiasm with others.
2. Develop a genuine relationship with this person. By genuine relationship, I mean a true friendship. What would happen if RIM put Brier on a special list of people who receive new products? Or better yet, what
if the Pearl’s designer called Brier and chatted with him about the product. In other words, what if the company made an effort to become friends with Brier.
Bottom Line:
Friendship is the key word here. A genuine relationship, where someone like Brier feels appreciated and acknowledged. Where the company makes an effort to be personable. And where a champion like Brier can continue doing marketing and promotions that money can’t buy.
You should check out my Okdork Virgin Guide to get started.
If you like what you read why don't you subscribe to RSS Feed?
Thanks again for dropping by and I hope to see you soon! - Noah
Want More? Get new articles via email:
people read Okdork everyday!
Submit your own quote and maybe you'll become part of the legend that is OkDork.
-
Noah Kagan wrote Friendship Marketing on March 20th, 2007 and there are 14 comments. There will be one more after you add yours, though. Read more posts by Noah Kagan.
-
Want to subscribe?
Get new posts via email
-
-
Are you new? Get started here
This is Noah Kagan's premier site on online communities, marketing and fun business things.
It's for entrepreneurs, marketers, cubicle workers and people looking to kill 5 minutes.
First time here?
-
Popular Posts for September
Most Popular Posts...EVER!
-
will brb.
Noah.licio.us
September's Top Commenters
- Nicole Price (2)
- Eva White (2)
- Ben Bleikamp (2)
- Silus Grok (2)
- kadavy (2)
Think this site kicks ass? Find some more posts - browse the categories
Who is Noah Kagan?
Noah Kagan is a diarist. He likes to write about himself in third person and he enjoys writing about business. His ideas are the products of divine inspiration from Steve Jobs.
What is OkDork?
OkDork is Noah Kagan's blog. It is run on the sexiest blog platform around, WordPress. The blog design was done by Ben Bleikamp using XHTML, CSS, and Photoshop CS3.
14 Responses to “Friendship Marketing”
March 20th, 2007
5:31 pm
I got my Pearl also! Because of the functions and capabilities of this Blackberry it’ll also help build new relationships and strengthen existing ones for the person that uses it properly.
March 20th, 2007
6:47 pm
I wonder if any people will buy a Pearl after reading this post…
March 20th, 2007
7:02 pm
It is a very cool phone, but those data plans are expensive!
March 20th, 2007
7:08 pm
Nishant,
I totally agree. I used to have the old AT&T which switched to Cingular to the new AT&T; had the best plan ever. 800 minutes, free incoming text and all this other good stuff but they said if I wanted a data plan among other things I had to switch=(
I have a secret tip on how you can save 15% off your monthly phone bill. If you comment and then email me I will tell you:)
March 20th, 2007
7:08 pm
It says Brier so many times in this post I almost lost my mind . . .
I love it.
March 20th, 2007
7:36 pm
If it only said Noah, over and over…
March 20th, 2007
11:26 pm
Got my Pearl last December. Been very satisfied with it. Check out the new 8800 at http://na.blackberry.com/eng/devices/device-detail.jsp?navId=H0,C201,P403
March 20th, 2007
11:39 pm
Sexy. I was in limbo about Pearl vs. 8800. The 8800 is seriously huge in real life and not having a camera was kind of a big deal. The Blackberry 8300 is a perfect combo of both:
http://www.engadget.com/2007/03/10/rims-blackberry-8300-received-photographed/
March 21st, 2007
7:16 am
I don’t need a new phone, but I will run out and buy one only if it makes me rock the fro like you Noah
Will
BTW, my travel plans are set for the Web 2.0 Expo, I will be in town on Sun 4/15. Where are we going to dinner?
March 21st, 2007
7:54 am
Damn, and I felt like I was a part of that decision, too.
Similar story, my roommate got his. In turn his girlfriend and I both got ours.
Great products don’t need expensive advertising..
March 21st, 2007
9:59 am
Are there any accurate measurements out there to determine what percentage of cell users have smart phones and data plans?
March 21st, 2007
10:38 am
Crap. Devin, you definitely influenced my decision in getting that phone. I think as time goes on more phones will be smarter or “smart phones,” not sure of the exact amount.
March 21st, 2007
11:01 am
I tease.
I agree with Noah, the lines are blurring. Remember when we had to distinguish between a ‘cell phone’ and a ‘camera phone’?
March 21st, 2007
11:26 am
It comes in pink. I want one!! Too bad Verizon doesn’t have it yet
Leave a Reply