Energizing! (It just keeps going and going…)

This blog is a response to chapter 7 of the groundswell textbook called “energizing the groundswell” for my MARK4474 course.

The word energizing always makes me think of the Energizer bunny.

This commercial is almost as old as I am. Scary. But, like the end of the commercial says, “it just keeps going and going”. This is pretty much what energizing is. Energizing is getting people excited and talking, creating word of mouth and starting a chain of people talking about the same thing. Word of mouth just keeps going and going… whether it be one person telling another, who tells another and then another, or multiple people that tell multiple others, or anyone who will listen to them.

Word of mouth is a form of advertising that shouldn’t be underestimated…

  • It’s believable. Testimonials and stories from real people are more credible than media sources, or what the company says itself.
  • It’s self-reinforcing. The more you hear the same thing from different people, the more you know it to be true.
  • It’s self-spreading. If a product is worth using, people will share and spread the word (Li & Bernoff, 2011, p. 130)

According to the Word of Mouth Marketing Marketing Association (WOMMA), word of mouth “is the most honest form or marketing, building upon people’s natural desire to share their experiences with family, friends and colleagues.” (Li & Bernoff, 2011, p. 131)

By connecting with customers, you are energizing the groundswell. You are getting people to talk – mostly your loyal customers. Think of a brand, a brand that you really like. I mean REALLY like. Why do you support them? Is it because you like their products/services? Like mentioned above, people will share and spread the word about something they enjoy and/or are passionate about. Customers can become the best brand ambassadors.

Here are three ways to tap into your brand enthusiasts:

  1. Tap into customers’ enthusiasm with ratings and reviews.
  2. Create a community to energize your customers.
  3. Participate in and energize online communities of your brand enthusiasts (Li & Bernoff, 2011, p. 134)

I really think that AMA can benefit from the first point – tapping into customers’ enthusiasm with ratings and reviews. Having the ability to rate and review different travel packages, from Disney vacations to Las Vegas deals,  on the AMA website would help the decision making process of visitors. If other customers rate it as a great package/deal, then they are more likely to take the leap and book a vacation. The higher the ratings on anything – the more likely they are to buy it. On the AMARewards portal, members are given the opportunity to rate member rewards offers and comment on them. The only part that the portal is lacking is notifications. When someone replies to another person’s comment – they aren’t notified, and if the person doesn’t check back, they won’t know. This is also a negative as when AMA replies to negative comments, as the member can’t be reached. Contrary to belief, bad comments aren’t totally bad. They do make the website look more believable. If the AMARewards portal was full of positive comments, it would appear too good to be true, or unbelievable.

To wrap up this blog – energizing customers, and creating word of mouth, is an powerful and risky technique and it can be very rewarding. I think if AMA taps into the groundswell and energizes it, they will see more success!



Li, C., & Bernoff, J. (2011). Groundswell. Boston: Harvard Business Review Press.


What did I do this summer?

Hello! Yes, I’m alive. 🙂

Since I haven’t blogged all summer I thought I would do a “master blog” and talk about it all in one post! Get comfy folks, this is going to be a long one…

1. Completed my marketing diploma!

Due to credit transfers and all that jazz, I had to take two courses during the spring semester (May/June) to finish my diploma in marketing! I completed both the Business Law and Management Information Systems courses. Out of the two, I’d have to say Business Law was a lot more interesting and I learned a lot! I received my diploma in the mail with honors – go me! 😀

2. Watched a bunch of movies in theaters.

There were so many good movies out this summer! Me and my boyfriend love going to the movies together, and pigging out on popcorn. Don’t judge! This summer we watched:

–          Iron Man 3

–          Star Trek Into Darkness

–          Man of Steel

–          Great Gatsby

–          The Internship

–          The Heat

–          Percy Jackson: Sea of Monsters

–          City of Bones

A few movies we wanted to see but didn’t get the chance to include: This Is The End, Kick Ass 2 and Pacific Rim. World War Z would have been cool to see too, but I wanted to read the book first!

Other movies I look forward to include Enders Game, Hunger Games: Catching Fire, Thor: The Dark World, The Book Thief, The Hobbit pt. II, Divergent, Captain America: The Winter Soldier and The Amazing Spiderman II. Maybe I’ll also see Gravity if I am brave enough…

I absolutely love that all the books I read while I was in Jr./Sr. high have been and are being turned into movies! I also love seeing comic books come to life as well!

Henry Cavill is a hunk!

3. Attended Otafest in Calgary!

Otafest was my first “con” of any kind. It was awesome seeing people dressed up as their favorite video game and anime characters. It also made me really wish I brought my Sailor Venus outfit to cosplay in! Oh well, maybe next year.

There was a bunch of vendors, and so much stuff that I wanted to buy! In the end, I opted for Espeon and Umbreon plushies for my brother and sister as a gift. I only went for one day, so I only saw a few panels. My favorites were “Steampunk 101” and “A Brief History of Video Games”.


Amazing Shana cosplay from Legend of the Dragoon at Otafest!

I really wish I could afford to go to San Diego Comic Con or another huge convention! SOME DAY! For now, I’ll live with just going to The Edmonton Comic and Entertainment Expo this September.

4. Went camping with the family.

When I visited my family for a bit, we went camping somewhere outside of Bonnyville. They have a nice lot with their trailer and trees surrounding it on top of a hill.

It really isn’t summer, if I don’t go camping. When I lived in my hometown, most of my summer was spent in the outdoors, camping. Nothing beats cooking and eating food outdoors, or eating s’mores around the campfire. Mmmm.

5. Used my taste buds to explore Taste of Edmonton.

It was delicious. From The Three Amigos Authentic Mexican Restaurant, I had a burrito norteno with a side of rice, which was delicious with just the right amount of spice. I was REALLY disappointed that they didn’t have churros as advertised. I really wanted one. The freshly squeezed lemonade from Lemon Heaven was DIVINE. I then continued to spend the rest of my tickets on deserts (mostly). I grabbed a chocolate crêpe from The Creperie and a chocolate lava cake with raspberry sorbet from Hong Kong Bakery. Since I had a few leftover tickets, I also tried their green onion cakes, which were good too. I didn’t eat anything that I didn’t like, so I’d say it was a success going there. 🙂


Chocolate lava cake with raspberry sorbet from Hong Kong Bakery. Trés cute!

6. Had my wisdom teeth removed.

When I went to the dentist last year, they told me in about a year I would need my wisdom’s removed or my teeth would start to crowd. Low and behold, exactly a year later they start to ache. So, I decided to get them out – I didn’t want my front teeth to crowd and they had already begun to a bit.

I have never had surgery before, and was a bit anxious beforehand but overall, it wasn’t terrible. I remember them sticking the needle in my hand and thinking, “I don’t even feel drowsy.” Then, nothing. I was out cold. I don’t even remember waking up, just looking at my hand and them taping a piece of cotton to my hand and walking out asking, “Are you sure you got them all?” with a mouth full of gauze. The first thing I ate was a small chocolate Frosty from Wendy’s. Boy, was it good. Unfortunately, my entire mouth/jaw area being numb made eating it a very tough feat.

Now, fully recovered, I am definitely more appreciative of have a pain-free mouth to eat with. I missed solid food for a good couple of days. Eating real fruit juice freezies just wasn’t as satisfying as I thought they would be.

7. Was a couch potato and played video games.

Me and my boyfriend decided to go back and play some video games we played when we were kids. Since he has only been down on the weekends, we’ve only had time to play a few, including Legend of the Dragoon (PS1), Super Mario RPG (SNES) and Final Fantasy VII (PS1). We have a bunch more lined up, but first we have to finish FFVII.

And of course, I’ve been playing League of Legends all summer. I’ve been so lazy though, and haven’t played any ranked so I’m still in silver division. I won’t delve into that anymore though, haha.

8. Was even more of a couch potato and became addicted to Doctor Who.

Doctor Who ruined my life summer. It’s seriously so GOOD though. Don’t watch it! Seriously though, watch it. I haven’t finished it yet (I would be though, if I didn’t have such horrible amazing self control). I am currently on season 5, while my boyfriend is on season 2. So, when he’s back for good, I’ll have to backtrack so I can watch it with him. This isn’t a bad thing though, because I absolutely ADORE the 10th Doctor (David Tennant). *swoon*

You know you want to! 😉

Overall, I’d say it was a pretty productive summer! … Who am I kidding?!

What has everyone else been up to during the summer? 🙂

My Favorite Things – Week 1

Hello internet,

I’ve decided to try blogging – let’s see how long this lasts. I’ll make an honest attempt to at least make more posts like these, because my New Years Resolution was to have a more positive outlook on life. Don’t get me wrong, I’m not a pessimist… I’d like to call myself a realist. However,  it’s good to take a step back and appreciate the little things in life, and ignore everything else.

Favorite YouTube Channel:

Mike Falzone

He’s a pretty cool, down-to-earth kind of guy. He makes music and vlogs, and responds to comments and tweets a lot, which is awesome!

Favorite Food:


Anything from The Duchess Bake Shop is delicious, like these macarons!

Favorite Drink:

I am addicted to this stuff. It is delicious!

Favorite Video Game:

Guild Wars 2! I bought this game when it first came out, played it a bit and forgot about it. I recently got back into it, and it’s a blast with or without a friend! Unlike a lot of other MMO’s (like WoW, which I used to play) you don’t have to pay per month, which is nice.

This is my warrior in front of the cooking station… I’m kind of obsessed.

Favorite TV Show:

Supernatural! I’m currently on season 7 (almost caught up) and I can’t stop watching! There are so many twists and turns, and just when you think you’ve seen every monster imaginable, there’s something new! I could go on forever about this show and write a fan-girlish essay, but I’ll stop here so I don’t bore you.

Sam, Dean and Castiel.

Well, I think that’s it for this blog post. I’m all blogged-out, haha.