In their 2005 Business Horizon article, Angela Dobele, David Toleman and Michael Beverland presented five rules of thumb to ensure the proliferation of a message. The first rule is to use fun and intrigue to capture the imagination of the consumer. All elements of the marketing mix should follow this rule. However, it is even more imperative if a marketer expects out-of-control connectors to carry the message.
The message works best when the product itself is simple-to-use and highly visible. In other words, complex products or products that are difficult to find do not easily foster word-of-mouth.
Marketers need to target their messages well. NMCs should have an interest in the message and the product. Their audience, too, must be interested in the message. Further, the message itself should be able to sustain or even bolster the reputation of the NMC among the audience being targeted.
MPR is an effective tool because it possesses a certain level of trustworthiness. Marketers can leverage the reputation of MPR, but they must rely on credible, respected sources to maintain that reputation - especially if marketers expect consumers to trust word-of-mouth messages.
Blending delivery technologies allows marketers to spread a message across many communication platforms simultaneously. Using the Web, e-mail, text messaging, and even interpersonal communication permit marketers to spread a message to a variety of audiences. Connectors, too, must be fluent in these technologies.
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