Last time I gave
you a laundry list of tips and tricks you can use to make your word of mouth
program work for you. Hopefully you’ve taken a look and decided which ones are
the best fit for your company, products, services and target customers, so you
can put them to work in your word of mouth campaign.
We are going
to wrap up this series on word of mouth where we give you the specific steps to
create a word of mouth campaign.
take a look at those steps:
- Seed the market. Find some way to get the product
into the hands of key influencers.
- Provide a channel for the influencers to talk and
get all fired up about your product.
- Offers lots of testimonials and other resources.
- Form an ongoing group that meets once a year in a
resort and once a month by teleconference.
- Create fun events to bring users together and
invite non-users. Saturn, Harley-Davidson, and Lexus have all been
successful with this approach.
- Develop clips on your website featuring enthusiastic
customers talking with other enthusiastic customers.
- Hold seminars and workshops.
- Create a club with membership benefits.
- Pass out flyers.
- Tell friends.
- Offer special incentives and discounts for
friends who tell their friends.
- Put the Internet to work.
- Do at least one outrageous thing to generate word
- Empower employees to go the extra mile.
- Encourage networking and brainstorm ideas.
- Run special sales.
- Encourage referrals with the use of a strong
- Use a script to tell people exactly
what to say in their word of mouth communication.
all amazing ways you can get the word out about your products and services and
start a word of mouth campaign that takes on a life of its own. Before you can
release your word of mouth campaign out into the world, you need to go through
the checklist to make sure you’ve covered all the essentials.
word of mouth campaign checklist:
- Are all of your communications sending the same
simple message? If it can’t survive word of mouth, it’s not a compelling
- Is your product positioned as part of a category?
Ex.”A dandruff shampoo that doesn’t dry your hair.”
- Are your examples outrageous enough to be shared?
- Do you enhance your materials with success
stories from real people?
- Are you using experts effectively and in an
- Have you created mechanisms so people can follow
up on the word of mouth they hear, as well as simple ways of inquiring or ordering?
- Have you made the decision process easy for
- Have you created events and mechanisms so that
once a year your prospects hear about your product, and it is easier to
try or buy?
all essential elements to keep in mind when taking a second or even third check
over your word of mouth campaigns. I hope you’ve found this series on word of
mouth to be a great resource and are getting ready to put it into action for
your own products and services.
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