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APPLE TO ZAPPOS(.COM)
WORD OF MOUTH MARKETING FROM A-Z
Matthew Painter
MBA Program Director, Texas State University
TXGAP ...
WHAT WORD OF MOUTH (WOM)
IS NOT…
- Random
- Uncontrollable
- Expensive
- A fleeting pleasantry
WHAT WOM IS
VIDEO WILL BE HERE
WHY IS THIS AWESOME?
- As a human, it feels intrinsically good
- Relative to traditional marketing it’s very
inexpensive
-...
TWO WORD OF MOUTH
CASE STUDIES TO GET
YOU THINKING ABOUT
WOM IN YOUR
PROGRAM/COLLEGE/UNIV
ERSITY
APPLE
- Technology company
- Relatively expensive price points
- “Closed environment”
- Limited customization options
- Ar...
SO WHY IS APPLE’S WOM SO AWESOME?
- Customers feel part of an exclusive club
- Cohesive branding
- AMAZING customer servic...
WHAT SOLD YOU ON YOUR
FIRST APPLE PRODUCT?
Not this…
This!
Print ad
Billboard
TV commercial
Annoying website pop-up
Personal recommendation
WOM LESSONS FROM APPLE
- Embrace who/what you are
- People appreciate authenticity
- Excellent customer service is excelle...
ZAPPOS.COM
- Founded in 1999
- 2000 sales: $1.6M
- 2001 sales: $8.6M
- 2003 sales: $70M
- 2007 sales: $840M
- 2008 sales: ...
ZAPPOS.COM
- They sell shoes.
- At retail prices.
ZAPPOS.COM
- “Powered by Service”
- Above-and-beyond, amazing customer service
- Examples:
- Pizza
- Flowers
- Keep our mi...
WOM LESSONS FROM ZAPPOS
- They aren’t selling shoes (and you aren’t
selling graduate education)
- We are delivering an exp...
GREAT- NOW WHAT?
5 Ideas to Get Your WOM Started
Idea #1: Identify Your Fans
• Alumni
• Current students
• Staff/Faculty/Employees
• Industry leaders
• Advisory Board members
• Brand evangelists
• Ex...
Idea #2: Talk to your Talkers
• In-person
• Phone
• Online
• Web
• Email
• Social
Idea #3: Make your message easy
to share
from www.mashable.com
Idea #4: Make people feel special
“Would you mind helping us out with our website?”
“You have been selected as an
outstanding McCoy graduate to be
featured ...
Idea #5: BE WORTH
TALKING ABOUT
(otherwise you have to pay for it)
from www.slate.com
“
”
SUMMARY
- Both Apple and Zappos have created
legions of marketers fans, not
necessarily because of their products
but beca...
SUMMARY
- Identify people who want to talk about
your university/college/program
- Engage with your talkers: be a part of
...
©HughMacLeod
www.gapingvoid.com
THANK YOU
Matthew Painter
MBA Program Director
Texas State University
(512) 245-3591
mpainter@txstate.edu
Web: McCoyMBA.co...
Apple to Zappos: Word of Mouth Marketing from A-Z
Apple to Zappos: Word of Mouth Marketing from A-Z
Apple to Zappos: Word of Mouth Marketing from A-Z
Apple to Zappos: Word of Mouth Marketing from A-Z
Apple to Zappos: Word of Mouth Marketing from A-Z
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Apple to Zappos: Word of Mouth Marketing from A-Z

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Marketers in both the private sector and higher education often view word of mouth endorsements and comments as a lightning strike: random and unpredictable. Or, WOM is viewed as the secondary result of other marketing efforts. The truth, however, is much different. In this session we will examine how word of mouth marketing can attract students to your program and make your job a lot more fun.

Presenter:
Matthew Painter,
MBA Program Director
Texas State University

Published in: Education, Business, Technology
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Apple to Zappos: Word of Mouth Marketing from A-Z

  1. 1. APPLE TO ZAPPOS(.COM) WORD OF MOUTH MARKETING FROM A-Z Matthew Painter MBA Program Director, Texas State University TXGAP Conference, San Antonio June 13, 2014
  2. 2. WHAT WORD OF MOUTH (WOM) IS NOT… - Random - Uncontrollable - Expensive - A fleeting pleasantry
  3. 3. WHAT WOM IS VIDEO WILL BE HERE
  4. 4. WHY IS THIS AWESOME? - As a human, it feels intrinsically good - Relative to traditional marketing it’s very inexpensive - Longevity of the message - Tremendous loyalty among participants - The credibility of the WOM generated carries far more weight than any media buy
  5. 5. TWO WORD OF MOUTH CASE STUDIES TO GET YOU THINKING ABOUT WOM IN YOUR PROGRAM/COLLEGE/UNIV ERSITY
  6. 6. APPLE - Technology company - Relatively expensive price points - “Closed environment” - Limited customization options - Arguably some planned obsolescence with the release of new hardware/software
  7. 7. SO WHY IS APPLE’S WOM SO AWESOME? - Customers feel part of an exclusive club - Cohesive branding - AMAZING customer service - Quality products with a defined purpose - A great overall EXPERIENCE
  8. 8. WHAT SOLD YOU ON YOUR FIRST APPLE PRODUCT?
  9. 9. Not this…
  10. 10. This!
  11. 11. Print ad Billboard TV commercial Annoying website pop-up Personal recommendation
  12. 12. WOM LESSONS FROM APPLE - Embrace who/what you are - People appreciate authenticity - Excellent customer service is excellent marketing - And it’s free. And it’s the right thing to do. - When you make people feel special, they want to tell their friends about you. - And in the process they become your marketing team. - People remember how you made them feel
  13. 13. ZAPPOS.COM - Founded in 1999 - 2000 sales: $1.6M - 2001 sales: $8.6M - 2003 sales: $70M - 2007 sales: $840M - 2008 sales: >$1B - Acquired by Amazon.com in 2009 for $1.2B
  14. 14. ZAPPOS.COM - They sell shoes. - At retail prices.
  15. 15. ZAPPOS.COM - “Powered by Service” - Above-and-beyond, amazing customer service - Examples: - Pizza - Flowers - Keep our mistake - 75% of their customer base are repeat buyers
  16. 16. WOM LESSONS FROM ZAPPOS - They aren’t selling shoes (and you aren’t selling graduate education) - We are delivering an experience - Again: Excellent customer service is excellent marketing - Customers are forgiving when you treat them exceptionally well
  17. 17. GREAT- NOW WHAT? 5 Ideas to Get Your WOM Started
  18. 18. Idea #1: Identify Your Fans
  19. 19. • Alumni • Current students • Staff/Faculty/Employees • Industry leaders • Advisory Board members • Brand evangelists • Excited prospective students
  20. 20. Idea #2: Talk to your Talkers
  21. 21. • In-person • Phone • Online • Web • Email • Social
  22. 22. Idea #3: Make your message easy to share
  23. 23. from www.mashable.com
  24. 24. Idea #4: Make people feel special
  25. 25. “Would you mind helping us out with our website?” “You have been selected as an outstanding McCoy graduate to be featured on our website.”
  26. 26. Idea #5: BE WORTH TALKING ABOUT (otherwise you have to pay for it)
  27. 27. from www.slate.com “ ”
  28. 28. SUMMARY - Both Apple and Zappos have created legions of marketers fans, not necessarily because of their products but because of the experience they provide to their customers.
  29. 29. SUMMARY - Identify people who want to talk about your university/college/program - Engage with your talkers: be a part of the conversation - Every chance you get, make it easy for people to share your message - Make people feel like VIPs - BE WORTH TALKING ABOUT
  30. 30. ©HughMacLeod www.gapingvoid.com
  31. 31. THANK YOU Matthew Painter MBA Program Director Texas State University (512) 245-3591 mpainter@txstate.edu Web: McCoyMBA.com Facebook: facebook.com/McCoyMBA Twitter: twitter.com/McCoyMBA Blog: McCoyMBA.wordpress.com

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