There's a lot of interest in word of mouth these days, and for good reason: it's a powerful purchase influencer across product categories. But here's the fundamental question: what makes people talk? Having a great product is obviously important. (As Guy Kawasaki recently quipped in Advertising Age, "It is very hard to evangelize crap.") But probably the most important factor in getting people to talk is, simply, to give them something to talk about. Experiential …showed first 75 words of 1196 total…

…showed last 75 words of 1196 total…Attendees give permission to marketers to engage them: they're there on purpose, and they know they're going to be marketed to. They choose to have a dialogue--and to continue it if they're interested. And most importantly, after they leave they have a genuine, lived experience--both direct interaction with the product as well as an introduction to what the brand stands for--that they can share with others. Put simply, they have a lot to talk about.