Word of Mouth Marketing

Seats are limited and confirmation of attendance will be required in advance of the session.


(Half Day Workshop)

Competition is intense, customers are numbed by the noise of pervasive messaging, media is fragmented, and technology is constantly changing. In this world, brands struggle to find a strategy that can drive their business growth.

One human behavior persists through all change and is as old as recorded history. People trust recommendations from people. Word of mouth marketing (WOMM) seeks to tap into the essential power of recommendation and a WOMM strategy may be your key to achieving breakthrough results for your brand.

As an ANA member, you have a rare opportunity to spend time with a word of mouth marketing pioneer, Ted Wright, founder of the Fizz Agency. Through first-hand experiences, case studies, and hands-on exercises, you have the opportunity to learn relevant and applicable skills that will enable you to better break-through the noise of our competitive world by leveraging the power of human recommendations.

This engaging, interactive workshop is packed with individual and team exercises, creative examples of WOMM success, and case histories. Each participant will receive a workbook suitable for developing their own word of mouth strategy through the course of the workshop. There will be lots of opportunities for discussion and feedback from a WOMM expert.

This workshop is an excerpt from the ANA full day workshop “Achieving Breakthrough Results with Word of Mouth Marketing”. In the full day version, in addition to added content on how to effectively measure WOMM marketing, participants will build out an initial WOMM plan blueprint for their specific business opportunity.

Who is this workshop for?

This workshop is for brands that want to innovate to stimulate growth; it is not for brands that are averse to trying new things because WOMM marketing if different and frequently misunderstood. 
The workshop is designed for mid- to senior-level managers involved in marketing and advertising strategy. It is a great introduction for those looking for inspiration and solutions beyond common techniques.
Importantly, due to Federal regulations, this workshop is not for pharmaceutical marketers that distribute prescription drug brands; this workshop is suitable for OTC brands.

Download the full benefits here

  • Setting the Stage (10 min)
  • Foundations of Word of Mouth Marketing (50 min)
  • Workshop Planning Framework and WOMM Workbook (10 min)
  • Effective WOMM (20 min)
  • Break (10 min)
  • Building Effective Stories (30 min)
  • Applying the Authentic, Relevant, and Interesting (AIR) Model (40 min)
  • Break (10 min)
  • Influencer Groups (30 min)
  • Activations and Closing (30 min)


Start: Wednesday, September 16, 2020 at 9:00am

End: Wednesday, September 16, 2020 at 1:00pm


Reed Smith LLP
Three Logan Square
1717 Arch Street, Suite 3100
Philadelphia, PA 19103

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Word of Mouth Marketing Client-Side Tier $0 Platinum Tier $0 Gold Tier $299 Silver Tier $399 Individual $599 Nonmember $599



Ted Wright

CEO, Fizz

The CEO of Fizz, Ted Wright has been at the forefront of word of mouth marketing since he helped reignite the Pabst Blue Ribbon brand in 2000. Ted leads his crew of professionals from Fizz’s headquarters in Atlanta. Over the last decade, Fizz has become the global leader in word of mouth marketing. A 20-year marketing veteran and an alumnus of Booz Allen Hamilton, Ted also holds an M.B.A. with honors from The University of Chicago, enjoys great bourbon and drives too fast.