3. Instruct Spitzer participants to reveal their participation in the corporate marketing program only if directly asked by the person they are talking to about the client’s products. Irving Silberstein, marketing director for the Spitzer Group.a growing regional marketing and corporate communications firm, was hard at work on an exciting project. He was designing Spitzer’s first word-of-mouth campaign for an important client, a manufacturer of beauty products.

In a matter of just a few years, word-of-mouth advertising campaigns morphed from a small fringe specialty to a mainstream marketing technique embraced by no less than consumer products giant Procter & Gamble

(P&G). The basic idea was simple, really. You harnessed the power of existing social networks to sell your products and services. The place to start, Irving knew, was to take a close look at how P&G’s in-house unit, Vocalpoint, conducted its highly successful campaigns, both for its own products and those of its clients.