• Forbes CMO Network, Thursday, April 15, 2010 10:48 AM

Eric Pearson, CMO for the Americas division of InterContinental Hotels Group, writes that the "new normal" is that customers are in control of their information-gathering experiences and are demanding information relevant to their lifestyles. "As a result, we must be more efficient and effective, as well as forensic, to draw them to brands they trust."

Pearson points out the power of just a single person to wreak havoc, or spread the good word, about your brand. In its effort to build brand advocates, InterContinental has launched highly personalized promotions starting with the most likely group of supporters -- its staff.

Through a "Friends and Family" viral campaign, Pearson says the company engaged its more than 300,000 employees worldwide to become the largest sales force in the industry. "We have generated more than $30 million in revenue, and we have 72,000 employees registered to participate," he writes. A follow-up campaign targeted business travelers; another drove enrollments in the company's Priority Club Rewards program.

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