Business breakfast groups — Worth getting out of bed for? — Julie McKeown, Journal of Direct, Data and Digital Marketing Practice Vol. 8 No. 2

Word-of-mouth marketing via creating networks, mainly through business breakfast groups, web-based communities and the like, is fast becoming a major channel to market for small businesses, especially start-ups. Many groups are now international —such as BNI (Business Network International), which started in the USA and now has groups across the globe. These types of network groups are franchise businesses in themselves with the members as their customer base. The business model is very simple: representatives from businesses gather round a table over breakfast (or sometimes in the evening) to refer work to each other. They each act as a salesperson for colleagues in the group during their daily business interactions, actively trying to get them introduced into new areas of opportunity. (8 pages)

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