For those Canadian marketers wondering about all the recent buzz on word of mouth marketing, you can find out at From Mass to Grass, the Canadian Marketing Association's word of mouth conference on April 12 in Toronto. I'm particularly keen to hear keynote speaker Kyle MacDonald, the One-Red-Paperclip guy who traded his way up from a paper clip to a house. How could anyone not want to hear that story?  We've also got Jackie Huba, author of Citizen Marketers, speaking about "the motivations of amateur content creators and how they influence purchase decisions for products, brands and companies." 

I'm on the organizing committee of this conference and we've worked hard to come up with speakers from companies such as Lululemon, Nike, HarperCollins and Evian who can tell their stories about what's worked and what hasn't. We want people to leave full of ideas for implementing their first, or next, word of mouth campaign, whether offline, online, or a combination.

Thanks to my very smart (and fun) co-organizers including Mitch Joel from Twist Image, David Jones from Fleishman Hillard, Sean Moffitt from Buzz Canuck, Louis Gagnon from Monster.ca, Stephania Varelli from Sweetspot, Mirabel Palmer-Elliott from Rogers, Rob Kozinets from Schulich, Kiran Balladin from the CMA, Michael Seaton from Scotiabank and Cindy Mielke from West49.