Strategic Word-of-Mouth Marketing: Cut Through the Clutter
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Dec. 30, 2009•0 likes•871 views
Strategic Word-of-Mouth Marketing: Cut Through the Clutter
Dec. 30, 2009•0 likes•871 views
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Discover how strategic word-of-mouth marketing can help build your business. Statistics on the industry, concepts from thought leaders, including vIDEAn Unlimited, Ben McConnell and Jackie Huba, Seth Godin, and others.
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Strategic Word-of-Mouth Marketing: Cut Through the Clutter
- 1. Cut Through the Clutter: Strategic Word-of-Mouth Marketing V idea n Unlimited Marketing Connections Evoke the Power of Connections ™ Ann N. Videan, APR Business-Tribe Architect [email_address] 480.813.2408 www.videanunlimited.com/ March 2009
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- 19. Cut Through the Clutter: Strategic Word-of-Mouth Marketing V idea n Unlimited Marketing Connections Evoke the Power of Connections ™ Ann N. Videan, APR Business-Tribe Architect [email_address] 480.813.2408 www.videanunlimited.com/
Editor's Notes
- ALNV background (in bio)
- Today, give you some useful ideas to implement WOMM right away Start with definitions Who has recommended a restaurant, movie? = Word of mouth Who rec’ favorite Web site, or sent a great email? = Word of mouse WOMM also called: Buzz mktg Viral mktg One-to-one One-to-many Customer evangelism Social marketing [slide] First start with product or service that’s worth talking about
- Some companies hiring people to look like natural word of mouth [slide] WOMMA since Nov. 2004
- How many people here trust the info they see in ads? [slide]
- Our minds are cluttered with marketing [slide] WOM cuts through the clutter People talking with people
- [slide, 1&2] = Word of mouth [slide, 3-4] = Word of mouse More and more happening in social media
- Established importance -> practical steps To create WOMM strategy, need communication process - LINC [slide] Today, just a taste of LINC Illuminate step involves brainstorming where we hash out ideas for WOMM Unique ideas to get people talking using Customer Evangelism Especially to use technology effectively
- Creating Customer Evangelists talked to several “buzz” co.’s and discovered six tenets [slide] Jot down ideas on form provided
- Plus = like Delta = change [slide] Mark Cuban story 1,000 emails his team sees and responds to every day ? How make it easy for your customers to give feedback? You: Get on Twitter. Follow clients. Ask questions? Send customer service survey with invoices (all electronic) Other ideas?
- [slide] Seth Godin, Ideavirus MIT materials "E-mail is a great way to leverage a resource constrained company,” Bill Nussey, author The Quiet Revolution in Email Marketing restaurant on a budget simply could send out e-mails to customers with new menu The opt-in e-mail is a great way to spread the word, can forward it Large lists, suggest a Constant Contact Web-based system: list management, newsletter templates, and tracking, beginning at $15 a month for lists of up to 500 names. You: Web site, email tips Examples?
- [slide] Oprah hard to leverage Network hubs – leaders Dave Neupert founded the word-of-mouth marketing company M80 Surfing blogs and chat rooms, found video-game enthusiasts and television junkies. He trained them to hype things they adored created Internet forums that contained information, clips and gossip, and primers on how to spread the word attack Internet message boards with rave reviews, & worked free, out of a love for the products (T-shirts rewards) You: Network with leaders of groups, associations
- [slide] St. Petersburg Times: customers using on-site technology Shoppers yacking on cell phone cameras or text messages share decision-making; Car dealers Train sales people to suggest on-the-spot picture; might close the sale. Victoria's Secret, clerks encourage customers to take photos & get reactions to prospective outfits. Blogs hot; where your customers can interact The Dark Night , Warner Bros. Batman movie scheduled out next year, already promoting it with strategically placed posters, playing cards, and a handful of static microsites, all of which have been "defaced" by the movie's villain, the Joker. latest features a secret image that can only be revealed upon referring friends -- one at a time -- to the site You: Find out what customers like to do and get them together to do it. Start a blog, Customer training dinners. Start a Tribe.
- [slide] You: LinkedIn or Facebook group
- [slide] Solution People, KnowBrainer Ammo Marketing recently created WOM in San Fran for Volvo, wanted younger audience who typically doesn't think of Volvo. ID’d 120 influencers in high-tech jobs, offered 10-day extended test drive and invited to Volvo-sponsored events. 360 percent increase in opinion Volvo is for young people, spikes in opinions that price is right and brand is cool Three months later, 40 percent increase in sales among the target audience You: Become the expert, all about connections (you need someone/something, see me). Consulting offer. Highlights of a report.
- [slide] Rhinos at Zoo Southwest Airlines’ Freedom Get healthy! Pizza Free fat-free pizzas, biz almost went away Steve Neid put his product on Web sales of 40 to 50 six-packs of pizza a week, jumped to 150 six-packs a week when hit Weight Watchers site You: What emotional commodity are you selling?
- [slide] Make people feel special, like an “insider” Llama caddy
- [slide] Not too complicated Have to do something people want to talk about Consider the customer
- More and more books, starting in late 1990s [slide] See handout
- [slide] Business-Tribe Architect Contact me: copy of slides questions resources