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NCompass Live: The Power of Word-of-Mouth Marketing, with Peggy Barber

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In this totally 'wired' time, the commercial world is turning to word-of-mouth marketing (WOMM) as the most powerful form of advertising. This is great news for libraries because WOMM is truly powerful and because we can afford it! In this program you'll learn: What it is/Why to do it?/Who can do it?/How to do it and Where customer service fits in.
NCompass Live - April 27, 2011.

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NCompass Live: The Power of Word-of-Mouth Marketing, with Peggy Barber

  1. 1. The Power of Word-of-Mouth Marketing Presented by Peggy Barber For the Nebraska Library Commission Wednesday, April 27, 2011 Library Communication Strategies © 2011
  2. 2. <ul><li>Understand and apply basic WOMM concepts </li></ul><ul><li>Get everyone on your staff involved </li></ul><ul><li>Share key techniques with your colleagues </li></ul>Objectives
  3. 3. Customers Clients Champions Prospects Suspects
  4. 4. “ It ’ s easy. Use the 3 Bs to get the word out: bars, beauty shops, barber shops. ” – Liz Cashell, Director Henry County Library Clinton, MO
  5. 5. Word of Mouth vs. Word-of-Mouth Marketing
  6. 6. “ Marketing is that function of the organization that can keep in constant touch with the organization ’ s consumers, read their needs, develop products that meet these needs, and build a program of communication to express the organization ’ s purposes. ” – Kotler/Levy
  7. 7. Marketing is . . . <ul><li>Organized </li></ul><ul><li>Focused </li></ul><ul><li>Consistent </li></ul>
  8. 8. A Team Sport
  9. 9. Key Elements <ul><li>Research </li></ul><ul><li>Plan </li></ul><ul><li>Communicate </li></ul><ul><li>Evaluate </li></ul>
  10. 10. Listen! Don’t just talk.
  11. 11. “ Your most unhappy customers are your greatest source of learning. ” – Bill Gates
  12. 12. The Power of Word-of-Mouth Marketing
  13. 13. “ Getting people to talk often, favorably, to the right people in the right way about your product is far and away the most important thing that you can do as a marketer. ” – George Silverman, “ The Secrets of Word-of-Mouth Marketing”
  14. 14. “ No advertising is as trusted as the spontaneous testimony of delighted customers. ” – Betsy Sanders, former vice president, Nordstrom
  15. 15. WOMM at Work
  16. 16. Why It Works <ul><ul><li>It’s real and immediate. </li></ul></ul><ul><ul><li>It’s personal. </li></ul></ul><ul><ul><li>It’s honest. </li></ul></ul><ul><ul><li>It’s catching. </li></ul></ul><ul><ul><li>It’s customer-driven. </li></ul></ul>
  17. 17. What It Takes
  18. 18. A good product. . . GREAT customer relations! 1.
  19. 19. A plan 2.
  20. 20. 3. A clear, memorable message “ Please tell your friends!”
  21. 21. A prepared, committed sales force 4.
  22. 22. People willing to testify 5.
  23. 23. “ Get someone else to blow your horn and the sound will carry twice as far.” – Will Rogers
  24. 24. Delivering the Message <ul><li>Keep an open face & body. </li></ul><ul><li>Don ’t just tell them – show them. </li></ul><ul><li>Let your enthusiasm show! </li></ul>
  25. 25. Dealing with the Negative <ul><li>Be prepared! </li></ul><ul><li>Stay positive – no matter what. </li></ul><ul><li>Keep it simple. </li></ul>
  26. 26. Going Viral <ul><li>Choose the right time and audience. </li></ul><ul><li>Don’t send anything you wouldn’t want to receive. </li></ul><ul><li>Make it easy and fun. </li></ul>
  27. 27. “ We actually had stories where people said we saved them money, and that was just gold.” – Joyce Fedeczko, Director, BP Information Services Success!
  28. 28. 10 x 10 x 10… 10 x 10 x 10…
  29. 29. Questions
  30. 30. Thank you! Peggy Barber librarycomm@librarycomm.com 312-649-0028

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