Do you customers talk about you? What do they say? What if you did things with the intention of getting your customers to talk about you?
There’s is absolutely no doubt that word-of-mouth marketing is the most powerful form of marketing. Martin Lindstrom explores this concept in a groundbreaking, one of a kind, $3 million marketing study he details in his latest book “Brandwashed”. Lindstrom sets out to measure how effective word-of-mouth marketing really is by keeping tabs on the Morgenson family for six weeks. They moved the Morgenson family into a neighborhood in a gated community in the heart of Laguna beach. 35 hidden cameras, 17 microphones and
15 hidden crew members later, Lindstrom and his team went to work monitoring each and every conversation the Morgenson’s had with friends and acquaintances.
The result from the study? I don’t want to give it away because you really should read it but here’s a quote from the book:
“The results proved beyond any doubt whatsoever that marketers, advertisers, and big business have nothing at all compared to the influence we consumers have on one another.” -Martin Lindstrom, Brandwashed
So you see, to ignore the potential of a word-of-mouth marketing for your business is a foolish endeavor. Communication between one another is only increasing and you can bet that we will tell more and more people about our exceptionally good experiences as well as the bad ones. Word travels very fast these days. You can’t afford to have someone upset with your company.
Research: We facilitate sessions with your marketing department, customer service department, or anyone who might have information or a story to tell that no one else knows about. Finding the most interesting aspects of your organization is the beginning of telling an interesting story to potential customers. Become a brand journalist. If you had to write a column in a newspaper every week about your company what would you write? Brainstorm now.
Establish Objectives: Once we have an idea of what will work, we move from the brainstorming stage to the tactical plan. We develop a text of our ideas to determine which have the best chance of succeeding. We establish a budget for what will be tried and tested and a measurement criteria that will lead us to conclusion of which marketing tactics work best for you.
Experiment: After brainstorming to develop the framework of the experiments you are about to try, it’s time to implement. Test, test, and re-test. The faster you fail the more you’ll know. The goal is to acquire predictive knowledge. If we do ‘x’ we can expect ‘y’ to happen.
Act Upon Feedback: In Eric Ries’ “The Lean Startup” he talks about the build, measure, learn feedback loop. Essentially going to market as soon as possible because you know you’re not going to get it perfect the first time. The sooner you obtain customer feedback on what you’re doing the sooner you can adapt your product or service to best cater to what your customer actually wants. An effective word-of-mouth strategy doesn’t just happen over night, you must always be testing (ABT) to see what your audience wants and what your audience is willing to share to their friends and family.