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Secrets to Positive Biz Buzz
 

Secrets to Positive Biz Buzz

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Need a plumber? Electrician? As a consumer, where do you start? The phone book? Internet? Most likely, you call your friends, family members or somebody you trust to get their opinion and the number. Word of mouth (WOM) marketing is when a satisfied customer creates buzz about a product or service. WOM continues to be very effective for both small and large businesses. Many times it happens by accident and is organic, but social media is helping ramp that process up. During this FREE Small Business Marketing 101 webinar, we’ll tell you how to:

• Hear WOM
• Get WOM
• Amplify WOM

Listen up! You may just learn something.

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  • Good afternoon. Thanks for joining us for Cole Information’s Small Business Marketing 101 Webinar Today we’re talking about the secrets to positive biz buzz..the power of word of mouth or “WOM” and how you can hear it, get it & raise it up several notches.
  • Today we’re talking about Secrets to Positive Biz Buzz, this session is part of our Small Business Marketing 101 webinar series, so thanks for joining us. My name is Lora, I’m the digital media specialist for Cole Information.
  • Discuss today's session. Today we’re going to go over the power of WOM, how to get it, hear it & amplify it & close out the session by offering 5 tips you can get started on today to move the needle on your WOM. If you do have a question, feel free to type in your question in the dashboard to the right of your screen. We will get to those questions by at the end of the presentation. Also, we are recording this session, so we will be able to forward you the video & slides within a day after the session.
  • Before we get started, just a little background on Cole Information. In 1947, Jack Cole created Cole Directory, a directory of people by their address and phone number. Jack’s considered the father of direct mail. While companies had dabbled in this type of directory in the past, what made Cole Directory revolutionary was that he used IBM punch cards to streamline the process and thus created a searchable database. This type of crisscross directory was groundbreaking & invaluable to a number of industries including telemarketing, debt collection and law enforcement. Today, through a number of our products, including Cole X-Dates & Cole Lists, we have continued to provide small business owners this searchable database of addresses and phone numbers that allows them to target consumers and businesses in their own neighborhood. We also want to provide small businesses with the necessary tools and information they need to grow their business. We do that through Cole community.com and also these small business 101 webinars.
  • We also have a an online community called Cole Community, where with articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. We invite you to take a look around, check out the site & use it as a resource for your needs.
  • We all know what traditional marketing is, but do you believe it? Radio TV Ads Direct Ma To get a pulse of this audience, I’m going to ask you a poll question—who do you trust for sound advice when you’re in the market for a product or service? Product/service website Consumer report/blog Family/friends Subject matter expert Please choose of one of the following answers on your screen now…. When asked what sources "influence your decision to use or not use a particular company, brand or product” According to study by 90% of consumers online trust recommendations from people they know—these are family and friends. So, in other words, word of mouth is still considered the best alternative way to market. http://www.bazaarvoice.com/resources/stats So it appears….
  • Word-of-mouth marketing is an alternative form of marketing that’s an honest, general exchange of people’s opinions on products and services. The average consumer talks about specific brands more than 90 times per week when engaging with family, friends and even co-workers. I recently went out to dinner with my girlfriends & the convo turned to where’d you get that shirt? What hair product do you use. This wine is great, where did you find it..etc. It’s hard not to.
  • Here are some other forms of alternative marketing---wild, out-of-the-box, sometimes inappropriate ways to get people talking about a product or service. Alternative marketing forms can be Viral videos—a manufactured mkgt message that usually spreads quickly via email or social media sites & sparks a conversation…here’s one of my favorites that I’m sure you saw. It’s short. http://www.youtube.com/watch?v=RI-l0tK8Ok0 now for the back-story, this video has received more than 7.6 million hits to date. This couple—Marlow & Frances Cohen—a couple married for more than 60 years, just happened to be at the Mayo Clinic in Rochester MN to see the doc. & in between their tests, they’d play the piano in the atrium. And it led to spots on Good Morning America & other programs. Buzz marketing—meant to drum up publicity and excitement Shill marketing—pay people to go out and spark conversations/talk up a product/service Guerilla marketing-- Word of mouth
  • Let’s talk about alternative marketing forms, the whole point is to use wild, out-of-the-box, sometimes inappropriate ways to get people talking about a product or service. Alternative marketing forms can be Viral videos—a manufactured mkgt message that usually spreads quickly via email or social media sites & sparks a conversation…here’s one of my favorites that I’m sure you saw. It’s short. http://www.youtube.com/watch?v=RI-l0tK8Ok0 now for the back-story, this video has received more than 7.6 million hits to date. This couple—Marlow & Frances Cohen—a couple married for more than 60 years, just happened to be at the Mayo Clinic in Rochester MN to see the doc. & in between their tests, they’d play the piano in the atrium. And it led to spots on Good Morning America & other programs. Buzz marketing—meant to drum up publicity and excitement Shill marketing—pay people to go out and spark conversations/talk up a product/service Guerilla marketing-- Word of mouth
  • The Dove Evolution viral ad is effective because it sends a unique, positive message about the true definition of beauty. And this video really did spread like a virus. Not only did it get nearly 2 million hits within a month’s time, but it also received attention from top TV shows Ellen, The View, and Entertainment Tonight. Video Link: http://www.youtube.com/watch?v=iYhCn0jf46U
  • Guerilla marketing—over the top advertising. One example I found on creativeguerillamarketing.com is the “Brokeback Motrin” idea. To demonstrate how Motrin Ibuprofen targets your aches and pains, we sent out an over ambitious shopper to walk around heavily populated areas on the last weekend before Christmas. With the help of a cleverly designed mannequin we were able to make it appear as though the shopper¹s back was bent over at a 90 degree angle, proving once again that Motrin targets your pain where it hurts.
  • Shill marketing—paying people to talk up a product or service. Vespa, the italian company that makes motor scooter. A couple years ago, they got quick a backlash from the public for pulling a shill marketing stunt. Here’s what happened. They hired attractive actors to zip around in the stylish vespas & approach people sitting at an outdoor café, flirt & eventually join that person for a cup of joe. Before speeding away, your new acquaintance hands you a phone number. When you call, you reach the sales department at a Vespa dealership. You're the target of a stealth marketing campaign, one that Vespa actually used to promote its motor scooters in the United States. If you're like many consumers, you'd resent being hoodwinked by Vespa's product-pushing biker gang. Therein lies the risk of the promotional approach known by several names: undercover, guerrilla and stealth marketing. Companies may find that hiring shills to pitch potential but unsuspecting customers is an unwise tactic in the battle for market share. Some experts think consumers begrudge these covert approaches
  • So if WOM spreads like wildfire & can’t really be controlled. Who participates in WOM & How? Well, it’s nearly impossible to go through the day & not talk about a product or service. And here’s what’s even more interesting..despite the 40 million number of blogs, more than 700 million on facebook & the more than 200 million tweeting, according to a study done in June 2011 by Google/KellerFay, the majority of the WOM conversations are happening offline— 82% face-to-face 11% phone
  • What makes WOM different from the rest of the alternative marketing approaches is that it’s Organic & believable— Unpredictable—it spans generations, demographics, networks, communities it can be both positive & negative—and WOM is most effective when you turn a positive into a negative—a bad customer experience nightmare into a positive one. Ebbs & flows—particular when a product or service is brand new, has been updated or recently featured somewhere
  • Example of power of WOM Don Strinz has been making teepees since 1967, first in Grand Island, Neb., and now in Milford. His high-profile orders have included teepees for the movie "Dances With Wolves" and for the Salt Lake City Winter Olympics in 2002. Strinz has a website and catalog but said he has more success from more basic forms of advertising: "I sell to one guy and he tells somebody else about it."
  • Why do people participate in WOM? Dave Balter, who’s the founder of a Boston word-of-mouth company of author of several books identifies six reasons why: To educate and help people make a good decision on a product/service To prove they’re knowledgeable or are in the know about a product or service Find common ground or to make small talk with others.
  • Why do people participate in WOM? continued Dave Balter, who’s the founder of a Boston word-of-mouth company of author of several books identifies six reasons why: To educate-- People like to validate their own opinion about a product or service They take pride in being associated with that particular product/service—here in Nebraska, everyone is a Cornhusker & takes pride in the knowledge of the various teammates, the history, the plays, etc. The sixth reason people participate in WOM is because they like to share ideals, opinions and information with others.
  • So how can you influence WOM? Get people talk organically about your product or service? Like Bonnie Raitt’s hit song, give your customers something to talk about—provide customer service that’s second to none. You know those customers who are your brand evangelists—recruit them, ask them to talk up your business or service How many times have you heard a customer say, “You saved my life”, I love your product/service…” and while you smile and nod, you never ask them if you can put that on your website. You can use a flip camera or snap their picture and add that customer testimonial on your website. Network—when you go to business association or networking groups and talk to people. What are they saying, how can you work together And then return the favor—if someone’s recommended you, do the same—or do it first And finally, don’t forget about your employees. If you treat them right, they’re one of your biggest brand evangelists.
  • So how do you accelerate WOM? According to Jay Ehret with The Marketing Spot…don’t leave this to chance, have the following items in place to turn your WOM Up to an entirely new level. Create an even better customer experience worth talking about. When was the last time you wrote a hand-written thank you note or personally answered your phone/email after one of your customers made a purchase. This lets them know that you stand by your product/service. Have your customer evangelists take your message to the social media streets to talk you up? According to a study by Click Z, 81% of survey responders turn their family/friends for advice on social media sites. And of those, 74% found the advice to be influential in helping them make a decision.
  • So how do you accelerate WOM? According to Jay Ehret with The Marketing Spot…don’t leave this to chance, have the following items in place to turn your WOM Up to an entirely new level. Know what you want people to say—in other words, create a :30 second elevator pitch that’s easy to remember, so when people think of you/your business/service they know exactly what they want to say…so for Cole Information, I would say we’re a powerful lead generation with more than 60 years experience helping small businesses find new customers. Not only do we provide affordable, easy-to-use products, we also give them support in the form of Colecommunity.com where we offer product and small business marketing 101 webinars, articles and Buddy’s Blog for FREE. Create experiences and opportunities for people to talk
  • Create opportunities for people to learn and talk about you. Cole Community features articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. Best of all, it’s FREE! We invite you to take a look around, check out the site & use it as a resource for your needs.
  • You don’t have the resources to create a website that’s dedicated to an online community? No problem. You can still create dialogue….on social media through sites like FB, foursquare, gowalla, yelp & twitter.. Are you looking to find out if a new logo, product, marketing campaign is working/will work? Why not post the question on Talk to people, ask them to sign up, retreat information via twitter. Once you’ve honed that, give customers reasons to talk about you. Social media promotions and participation in location-based networks like Foursquare and Gowalla can do that. Maybe you can offer an incentive for people to review your business on sites like Yelp. Also, make sure to monitor those reviews. Acknowledge the negative ones as fuel for improvement, and thank people for the positive ones. u
  • You’ve claimed your address on local listing sites like Google & My Yahoo. But has anyone written a review and given you a 5 star rating? Here’s our business-Cole Information-- Ask your customers to add a review. It’s free, not only & you can write reviews, get customers to write reviews. Make it even easier by pulling up your local site & asking the customer to spend 2 seconds writing the online review & saving it. According to one study, consumer reviews are significantly more trusted—12 x more—than descriptions from manufacturers. Another study asked moms who they trust when it comes to recommendations for their baby. 73% responded by saying they trust online community recommendations (baby center LLC, july 2009.)
  • Here’s some online resources for you. Are there any questions?
  • Here’s some online resources for you. Are there any questions?

Secrets to Positive Biz Buzz Secrets to Positive Biz Buzz Presentation Transcript

  • Secrets to Biz Buzz Positive
  • Lora Ullerich Digital Media Specialist [email_address] Session Framework
  • Session Framework
    • What is Word-of-Mouth marketing?
    • How to get, hear & amplify WOM.
    • Close with five action points to start on today.
    Session Framework
    • Cole Directory published in 1947.
    • Crisscross directory of addresses & phone numbers.
    • Invaluable information for a number of industries:
        • Telemarketing
        • Debt collection
        • Law enforcement
    • Today, web-based lead generation for businesses.
    Background
  •  
  • Who Do You Believe? 90% trust family/friend reviews
  • Word-of-Mouth
  • Alternative Marketing
    • Purpose: get people talking!
      • Viral videos
      • Buzz
      • Shill
      • Guerilla
      • Word-of-mouth
  • Alternative Marketing
    • Viral video
    • Mayo Clinic “Charming Older Couple”
  • Alternative Marketing
    • Buzz:
      • Dove Evolution Viral ad
    http://digitallabz.com
  • Alternative Marketing
    • Guerrilla:
      • “ Brokeback Motrin”
      • Outdoor advertising campaign
    www.creativeguerrillamarketing.com
  • Alternative Marketing
    • Shill:
    • Vespa’s outdoor café approach
  • WOM Participants
    • Despite blogs and SM, the majority of people talk offline!
      • 82% face-to-face*
      • 11% phone*
    *Source: Google/KellerFay, Word of Mouth and the Internet Study, June 2011
    • “ I Heard it through the grapevine…”
      • Believable—90% trust family/friend reviews
      • Unpredictable
      • Positive & Negative
      • Ebbs and flows
    Word-of-Mouth
    • Powerful:
      • Don Strinz Tipi
      • WOM has put small business on the map
    Word-of-Mouth
  • Why Participate?
    • Dave Balter, www.buzzagent.com
      • Educate
      • Provide knowledge
      • Find Common Ground
  • Why Participate?
    • Dave Balter, www.buzzagent.com
      • Validate opinion
      • Pride
      • Share
  • Influence WOM
    • Give people something to talk about!
      • Recruit Brand Evangelists
      • Customer testimonials
      • Network
      • Return the favor
      • Employees
    • Jay Ehret http://themarketingspot.com/
      • The power of a hand-written note.
      • Have satisfied customers talk about you online.
        • *81% get advice relating to a product/service purchase on SM sites.
        • 74% found such advice influential to their decision.
    Turn WOM Up! *Click Z, January 2010
    • Create a :30 elevator pitch
    • Cole information is a powerful lead generation company based in Omaha, Neb. with more than 60 years experience helping small businesses find new customers. Not only do we offer an affordable, easy-to-use suite of products, we also give our customers and prospects support through www.colecommunity.com where we offer product and small business marketing webinars, articles, and buddy’s blog. Best of all, Cole Community is FREE!
    Turn WOM Up!
    • Turn WOM UP!
      • Create opportunities for people to learn and talk about you.
    • Use social media:
    • Ask questions
    • Engage
  • Online Reviews
    • Add reviews to online local listing sites
    • Customer reviews are 12 x more trusted
    • Practice excellent customer service.
    • Treat your employees right.
    • Write down a :30 elevator pitch.
    • Send personal note to best customers.
    • Regularly RT on Twitter/update FB status
    Five Action Points
    • Colecommunity.com
    • Resource filled with webinars, videos, Buddy’s blog and articles dedicated to small business owners grow their business.
    • www.thespotmarketing.com
    • Online source for relevant content information.
    • www.buzzagent.com
    • Boston word-of-mouth marketing company.
    Resources
  • 8