Contagious Marketing | American Libraries Magazine

We live in a world of communication clutter. From the internet to endless TV commercials, newspapers, magazines, signage, the inside and outside of buses—ads are everywhere. But consider: What makes you decide to try a new restaurant, read a certain book, or see a particular movie? Is it because you saw an ad, or because a trusted friend, neighbor, or family member recommended it?
The most powerful marketing and communication strategy is word-of-mouth marketing (WOMM). But it’s a big step to go from having just a few people talking about your library to having your message go viral, when everyone is talking about it.
Jonah Berger, associate professor of marketing at the University of Pennsylvania’s Wharton School of Business, thinks he knows how to make that happen. In his book Contagious: Why Things Catch On (Simon & Schuster, 2013), Berger writes: “Contagious products and ideas are like forest fires. They can’t happen without hundreds, if not thousands, of regular Joes and Janes passing the product or message along. So why did thousands of people transmit these products and ideas?” He says six basic principles (STEPPS) make things, from YouTube videos to policy initiatives, contagious.

Contagious Marketing | American Libraries Magazine.

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