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Word of Mouth - NRA MEG

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Word of Mouth presentation

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Word of Mouth - NRA MEG

  1. 1. Sparking Passionate Word of Mouth October 26, 2006 Virginia Miracle
  2. 2. Giving consumers a reason to talk about your products and services and providing the appropriate venues for those conversations to take place.
  3. 3. Create remarkable experiences Empower customers to take ownership of your brand
  4. 4. <ul><li>Buzz Marketing </li></ul><ul><li>Viral Marketing </li></ul><ul><li>Community Marketing </li></ul><ul><li>Grassroots Marketing </li></ul><ul><li>Evangelist Marketing </li></ul><ul><li>Referral Programs </li></ul><ul><li>Product Placement </li></ul><ul><li>Influencer Marketing </li></ul><ul><li>Cause Marketing </li></ul><ul><li>Brand Blogging </li></ul>WOMMA, WOM 101 <ul><li>Word of mouth isn’t stealth </li></ul><ul><ul><li>It’s open, honest communications </li></ul></ul><ul><ul><li>with customers and community </li></ul></ul><ul><li>We oppose all deception </li></ul><ul><ul><li>… and deception is always exposed </li></ul></ul><ul><li>Honesty ROI </li></ul><ul><ul><li>Honesty of Relationship </li></ul></ul><ul><ul><li>Honesty of Opinion </li></ul></ul><ul><ul><li>Honesty of Identity </li></ul></ul>
  5. 5. What’s Viral? <ul><li>Marketers don’t decide what goes viral, people do </li></ul><ul><li>Honesty ROI still applies </li></ul><ul><li>Agency.com & Subway </li></ul><ul><li>Know your goals: </li></ul>Do you want people talking about what you do, or what you did?
  6. 6. What’s different about WOMM? Great WOM marketing is a conversation, not a monologue. “ Let go of the fallacy that your brand belongs to you. It belongs to the market.” -Alex Wipperfurth
  7. 7. Word of mouth is the chief influencer when it comes to purchase decisions, no matter the age group. SIMMS 2005
  8. 9. Where are these conversations happening?
  9. 10. So, WOM Includes this
  10. 11. And also includes this
  11. 12. The 6 Ts of WOM Marketing Plan TALKERS TONE TANGOS TOPICS TOOLS TRACKING
  12. 13. In N Out Burger
  13. 14. Moe’s
  14. 15. Citizen Marketing
  15. 20. Welcome kit features critical offline tools - numbered scissor, welcome book, fisk discs
  16. 21. FSKATR 3 Lead Fiskateer Stephenie surprised everyone by ordering a Fiskateer customized license plate. This type of activity helped more than triple online conversations regarding Fiskars in the first 12 weeks of the program.
  17. 25. Recommended Reading
  18. 26. People don’t trust your company. People trust people. People they know. People who they seek out for their opinions and recommendations.
  19. 27. Krispy Kreme

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