Advertising Without Radio or Television, Only Word of Mouth

Rothaus Beer, which has not changed its label in 1972, nor advertised on television or the radio, is a burgeoning German beer success. In an era of big, ubiquitous, beer companies, Rothaus has only one incredibly effective weapon, word of mouth. "The ad agencies always wanted to seduce us into making not only a good beer but modern commercials. But people here in the Wild West of Germany are hard-headed," said the head of the brewery. Over the last fifteen years, through the power of word of mouth alone, Rothaus has more than doubled its output.
 
从来不用电视或广播打广告，仅仅依靠口碑传播
红坊啤酒（Rothaus Beer），这个自1972年以来就从来没有更改过品牌商标，也从来不在电视或广播里打广告，却在德国啤酒行业中取得惊人成绩，红坊啤酒取得的不可思议的成功仅仅来自于一个有效武器——口碑传播。“广告代理商总是想方设法诱使我们投放制作现代商业广告，但是在西德，那将很难打动那里的人”红坊啤酿酒长的主管说道。在过去的15年来，红坊啤酒仅仅通过口碑传播的威力，产量足足翻了两番。