How do you engage word-of-mouth marketing for your business? I’m not talking about gimmicks and give-aways (those are promotions), but how are you getting the word out about what you do and making it irresistible for others to jump on the bandwagon?
The average consumer mentions specific brands over 90 times per week in conversations with friends, family, and co-workers. (John Moore, WOMMA, 2010)
One of the best ways to get the buzz going is to have a story so compelling people can’t stop talking about it. If you haven’t pinpointed your story, stop reading and grab a pen and paper and get busy figuring it out.
Now that you have your story, why is it worthy of being shared around the water cooler? What’s going to make your customers want to talk about you?
1. Your story is entertaining – does Pants on the Ground ring a bell?
2. Your story is controversial – who can forget Jay Leno vs. Conan O’Brien?
3. Your story is one they can relate to – have you lost your job and reinvented yourself like Angela Logan?
4. Your story strikes an emotional chord – in one word, ‘Precious’
Word-of-mouth marketing goes beyond raving fans and people endorsing your product or service. It’s about the experience. Did you make the experience one that was relevant, personable, and did you exceed expectations? If the answer is no, tweak your service level objectives and try again.
2/3 of the U.S. economy is driven by word-of-mouth marketing
I know a local barber who spent approximately $500 on a radio commercial to advertise his services. His ROI? Zero. The ad didn’t even yield 10 new clients so this particular marketing campaign left him in the red. When I asked where the majority of his clients come from, his response was referrals. If it worked for Elmer N. Olson Co. (as seen in the prehistoric blog photo) it can certainly work for your business as well.
My marketing philosophy is centered around creating valuable relationships and memorable client experiences. By out-thinking and not out-spending, you can build a sustainable brand without breaking the bank.
Photo credit: Minneapolis
Donna -
ReplyDeleteYou're absolutely right that word-of-mouth is the most effective form of advertising.
But the barber who wasted $500 on a radio commercial? He wasn't the victim of an ineffective medium; he was the victim of someone who didn't know how to craft a radio advertising campaign.
When done well, radio advertising is simply "word of mouth" on a mass scale.
It's a trusted friend or advisor, whispering in your ear.
When done well.
Hey Dan,
ReplyDeleteThanks for sharing your expert opinion, as I see from your site that you're a coach in this area.
Most small biz owners are probably spending all of their money to pay for the radio spot and not putting any thought into investing to learn how to create an effective campaign. Point well taken!
Donna J