Bank
Financial services company that often uses traditional, expensive, boring mass media marketing tactics like newspaper and radio advertising to promote products and services.

Brand
The sum total collection of all the experiences that people have with a company.

Buzz
The hum of activity and good vibes when people talk about your brand.

Buzz Marketing
Tapping into basic human nature to get people to talk about your brand.

Buzzworthy
When a company, products or services are worth talking and telling friends about.

Community Marketing
Forming or supporting niche communities that are likely to share interests about the brand (such as user groups, fan clubs, and discussion forums); providing tools, content, and information to support those communities (Definition source: www.womma.org)

Conversation Creation
Interesting or fun advertising, emails, catch phrases, entertainment, or promotions designed to start word of mouth activity. (Definition source: www.womma.org)

Credit Union
Financial institution relying far too much on newsletters, statement stuffers and bad advertising to try and build membership.

Evangelist
A person who passionately believes in and advocates for a company, product or service, and actively spreads its messages to others.

Evangelist Marketing
Cultivating evangelists, advocates, or volunteers who are encouraged to take a leadership role in actively spreading the word on your behalf. (Definition Source: www.womma.org)

Experience Design
Carefully, strategically and intentionally crafting a desired experience by fine-tuning each of the touch points that create the experience.

Grassroots Marketing
Organizing and motivating volunteers to engage in personal or local outreach. (Definition Source: www.womma.org)

Guerrilla Marketing
A term coined by Jay Conrad Levinson in his book Guerrilla Marketing, as an unconventional system of promotions on a very low budget, by relying on time, energy and imagination instead of big marketing budgets.

Handshake Marketing
Marketing delivered from a person to another person - targeted marketing rather than mass media marketing. Among banks and credit unions, Umpqua Bank is well-known for using handshake marketing.

Influencer
Key opinion leaders who are likely to spread word of mouth to their extensive personal network.

Influencer Marketing
Identifying key communities and opinion leaders who are likely to talk about products and have the ability to influence the opinions of others. (Definition source: www.womma.org)

Non-Traditional Marketing
Unconventional marketing strategies and tactics used to produce results where conventional strategies are no longer able to.

Product Seeding
Placing the right product into the right hands at the right time, providing information or samples to influential individuals. (Definition source: www.womma.org)

Publicity
Information that attracts attention to a company, product, or service.

Publicity Stunt
An event or promotion engineered specifically to attract attention to a company, product or service.

Shilling
Paying people to talk about a product without disclosing that they are paid - in other words, impersonating an impartial customer. UNETHICAL.

Stealth Marketing
Practices designed to deceive people by not disclosing a marketer's role in a conversation. UNETHICAL.

Touch Points
Every interaction of any time a person has with a bank or credit union.

Viral Marketing
Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by email. (Definition source: www.womma.org)

Word of Mouth
The act of consumers providing information to other consumers.

Word of Mouth Marketing
Giving people a reason to talk about your products and services, and making it easier for that conversation to take place.