Marketers who follow trends know that consumers rely on friends, family and peers to help make buying decisions more than ever before. But they may not know how to make that work to their advantage.

The key to word-of-mouth is to turn users of your product or service into "evangelists". To get consumers engaged in your product or service and motivate them to pass the word along.

The Vandiver Group can help you use word-of-mouth as the basis of any grass roots effort designed to hit key target audiences or address image and reputation issues.