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Ignite Your Face-to-Face Program with The Face-to-Face Book and MC²

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MC² discovered this book when it first came out, interviewed co-author Ed Keller, and wrote a review. We have copies of the The Face-to-Face Book to give to readers of our Point-to-Point series of emails.

We invite you to ask for your free copy of The Face-to-Face Book—Winner of the American Marketing Association’s Berry-AMA prize. 

"Finally, a book that shows the full picture of the impact of the word of mouth and marketing done right—both offline and online." — Huffington Post

"Ed Keller and Brad Fay have tapped into the secret of becoming a must-have brand…" — Jean Chatzky, financial editor of NBC's Today show

"This book is approachable and immediately applicable for the marketer who wants to understand the new consumer landscape." — Mark Addicks, SVP / Chief Marketing Officer, General Mills

Keller and Fay’s thesis is this: “Good marketing starts conversations, and chiefly because of those conversations people make decisions that ultimately determine which brands are successful and which fail.”

The scientific nature of Keller and Fay’s research also provides some juicy statistics to help justify the investment in face-to-face marketing and deflate the online social media bubble.

  • 90 percent of brand conversations take place offline.
  • 71 percent of 1.2 billion tweets studied produced no response, suggesting they fell on deaf ears.
  • The remaining 23 percent did get a reply (but generally just one).
  • Only 6 percent of tweets are retweeted.

“Twitter,” Keller and Fay conclude, “has great potential to be viral, but most of the time it just doesn’t work that way.”

Here's Our Point

The Face-to-Face Book provides a number of valuable insights that not only can inform your exhibit design and event planning, but can also stimulate the conversations about why exhibits are designed and planned the way they are. After all, whenever you are able to explain how, for example, structures and visual cues can be scientifically applied to drive the conversations that bring about proven brand results, you elevate your value to your company. And that’s worth talking about.

MC² has limited free copies of The Face-to-Face Book by Ed Keller and Brad Fay for readers of Point-to-Point. It's our way of saying thank you. Please ask for your copy today.

As designers, MC² is responsible for the physical contexts in which people’s social behavior plays out. One way to think of what we do is that we design and build containers. Their purpose is to contain (that is, prompt, maintain and enhance) conversations about a brand and its products. Whether we’re planning an event, an environment or an exhibit, we need to start from the product story and create the context from there.

The Face-to-Face Book provides a number of valuable insights that not only can inform your exhibit design and event planning, but can also stimulate the conversations about why exhibits are designed and planned the way they are. And that’s worth talking about.

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