Word of mouth is one way people can talk about a product or brand. By talking directly to other people, people can ask and receive answers to their questions quickly. One way word of mouth works is by hosting events. Ed Keller and Brad Fay discuss word of mouth in Chapter 8 of The Face-to-Face Book.
Gene DeRose was one of the first people hired to work at Jupiter Communications. After being promoted to the head of research, he eventually became the Chief Executive Officer for the company. However, Jupiter was sold when the company's value quickly dropped. However, DeRose was not discouraged. The Internet's role in marketing kept his spirit up. His new goal was to start a company where marketers could acsess in-home brand experiences for consumers, courtesy of the Internet. He wanted social people to have the chance to entertain others by hosting events in the comfort of their home.
DeRose's goal came true in 2005, when House Party was created. House Party allows people to host in-home events for friends and family. Interested people can fill out a survey so they can potentially host events they are interested in. A House Party client sponsors every event. Some of their well-known sponsors include Kraft, McDonald's, and Ford. There is a new thing shared at each party, whether it is a new item, a worthy cause, or even a television show. The goal is to build up conversation before, during and after the party, and that is exactly what happened.
Thanks to word of mouth, House Party has been successful for nearly ten years. There is the possibility for discussion about an event in every stage: before, during and after. People can build up hype about an event and make it sound like a fun thing to attend. There can be discussions and questions at the event. Afterwards, people can discuss their thoughts on the event on social media or through face-to-face conversations. The post-event discussion can make other people want to attend a party or even host their own party.
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