When you plan your marketing, you need to know where customers and prospects go for their information and how they make their buying decisions—so you ask them.
If you learn word of mouth is the primary way your customers learn about you, the responsible response is to build word of mouth strategies into your marketing plan.
To make our client’s story more shareable and get people talking we do a host of things: Adapt current materials, add website functionality, create new communications pieces, develop some breakthrough swag, and even recommend the development and introduction of a service or product innovation not currently seen in their category.
This might seem like an easy sell on our part. After all, everyone knows that a referred prospect is more apt to hire you than a cold one.
But word of mouth campaigns are harder to pitch. Maybe it’s because they require a high degree of creativity. They don’t seem measurable (they can be). Or they are just harder to grasp than a traditional advertising or PR campaign.
So, I’m on a mission to identify and share some of the best word of mouth campaigns and their results here on The Responsible Marketing Blog in the coming months.
Here’s one from Zuji, an online travel company owned by Travelocity, that has people talking:
Now that’s what I’m talkin’ ’bout.
Where have you seen great word of mouth marketing—marketing that really gets people talking?
Comment below to share.
Inspired by a post on The Hidden Persuader.
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