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Palgrave Macmillan

The Superpromoter

The Power of Enthusiasm

  • Book
  • © 2011

Overview

Authors:
  1. Rijn Vogelaar

    1. Blauw Research, Netherlands

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    You can also search for this author in PubMed   Google Scholar

Editors:
  1. Peter Wolff
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Table of contents (6 chapters)

  1. Front Matter

    Pages i-xvi
    Download chapter PDF

  2. Introduction

    • Rijn Vogelaar
    Pages 1-7

  3. Starting from scratch: Let me tell you some more…

    • Rijn Vogelaar
    Pages 8-67

  4. An Evolution in Customer Orientation

    • Rijn Vogelaar
    Pages 68-112

  5. The Toolbox

    • Rijn Vogelaar
    Pages 113-150

  6. Getting to Work with Odilia

    • Rijn Vogelaar
    Pages 151-198

  7. It’s the end of the world as we know it

    • Rijn Vogelaar
    Pages 199-205

  8. Back Matter

    Pages 206-222
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Keywords

About this book

With their word-of mouth advocacy of products or brands, superpromoters influence us and how we buy with the power of enthusiasm. Business managers should not just focus on complaining customers but they should value their enthusiastic friends: the superpromoters. By cultivating the superpromter they can more effectiviely promote their brand.

Reviews

'The Superpromoter is game-changing! I know it's made me re-think my strategy!' - Suhail Khan, Vice President Philips International, Head of Customer Experience and Market Driven Innovation

'On the surface, the concept and actions of a superpromoter seem obvious ' and that's the danger. Vogelaar reminds us we're not hardwired to look for those who are enthusiastic; it's those that criticize that cloud our attention. Therefore, anyone trying to promote anything needs a powerful antidote to counter this fundamental human condition. Vogelaar's book provides it.' - Verne Harnish, Author of Mastering the Rockefeller Habits and CEO of Gazelles

"The superpromotor theory proves to be an effective and efficient tool to better understand the strengths and weaknesses of our brands amongst our most loyal fans. The theory has been fully embraced by our marketeers because of the easiness of implementation and the vibe of energy it provides when talking to our most loyal fans. This theory is a way forward for research and for us!' - Hans Böhm, Marketing Director, Heineken, Netherlands

'The Superpromoter makes a first class addition to the debate on why people do what they do and how marketers and researchers can understand it. Smart, thorough and above all enthusiastic in the way it lays out the case for that ancient sources of human influence - enthusiasmos! Go tell you friends.' - Mark Earls Author of Herd

Authors and Affiliations

  • Blauw Research, Netherlands

    Rijn Vogelaar

About the author

RIJN VOGELAAR is CEO of Blauw Research. His academic background includes degrees in social psychology and psychological methodology from Amsterdam (University of Amsterdam) and Leeds. He has published in the Journal of Social Psychology and he has over 15 years of experience in market research and customer relations.

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