Ubiquitous Marketing

Ubiquitous Marketing is the personal weblog of Keith O’Brien, director at Attention. All opinions and work represent that of Keith O’Brien and not of his employer. Topics covered include marketing, PR, advertising, journalism, culture (both mainstream and alternative), and their inevitable confluence.

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WOM for when your mouth is empty

April 9th, 2007 · No Comments

I had the pleasure of talking with Paul Rand, formerly of Ketchum/currently of Zocalo Group, for this exact story.
The most interesting thing he said was about how customer relationship management historically focussed on the biggest spenders, not necessarily the biggest advocates. Forward thinking WOM specialists are trying to change that.

That commentary came to mind when reading separate dispatches on the restaurant reservation game. Now, the focus of the articles was more about how people can get last-minute recommendations, but it made me wonder how restaurants assess their VIPs. While you do want to attract the person who will dine heavily and often, you also want to make sure you’re accommodating the last-minute request of those dining less, but convince fellow diners more than the big spenders.

Tags: Customer Service · Food · Marketing · Word-of-mouth

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