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Word of Mouth (WoM) Marketing Strategy: A Crash Course

10/11/2014

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WOM is the most influential medium for business purchases and twice as effective as direct mail or press coverage.  70% of people are more likely to buy a brand if it has been recommended by someone they know, hence WOM is a critically important influence on consumer decision marketing.
For word-of-mouth marketing to succeed you must have:
  • A great product
  • A plan
  • Real insight into your consumer base
  • Great customer service
  • A clear and memorable message
  • A prepared and committed sales force
  • The ability to target and convince the people who will most effectively act as advocates
  • The provision of tools to make it easier for them to share information



How to minimising negative word-of-mouth
On average a customer tells ten times more people about a poor product/service than they do about a good product/service experience. So minimise this problem:
  • Listen and learn
  • Offer and stick to a generous guarantee.
  • Provide detailed warranty information.
  • Provide a simple and free complaint procedure (use freefone and email).
  • Be as generous as possible if replacements are requested.
  • Ensure a positive attitude from store staff, employees and customer services.
  • Make sure everything you do has legal approval.
  • And have a crisis management plan agreed in advance.

If planned and carried out carefully, negative word-of-mouth can be converted into positive word-of-mouth.

Key media and WOM techniques
  1. Referrals
  2. Testimonials and endorsements
  3. Networking - business to business
  4. Social media networking, for example:
    • Twitter
    • LinkedIn
    • YouTube
    • Facebook
  5. Blogs
  6. Viral marketing
  7. Member-get-member/recommend a friend
  8. White paper marketing
  9. Affiliate marketing
  10. Advergaming (use of video and online games to advertise a product, organisation, or an idea)
  11. Forums, Bulletin Boards and Chat rooms
  12. Emails (newsletters) and SMS text as channels.

Marketing activity that could get you talked about
  1. Guerrilla marketing
  2. Customer service that is so good, it delivers referrals
  3. Sampling, product demonstrations or even coupons
  4. Seminars
  5. Events and roadshows
  6. Press coverage and expert comment
  7. Sponsorship
  8. Product placement

Dr. Antony Michail
Anacalypsis Strategy & Marketing Consultants
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