Word of Mouth Marketing
Andy Sernovitz, the CEO of the Word of Mouth Marketing Association, is coming out with a new book called, Word of Mouth Marketing.
Here are some ideas, stories, and recommendations from the book that I liked the most:
1. Companies could hire a customer service rep to cruise the Internet looking for kudos and complaints. When the rep finds kudos, he should thank the person. When the rep finds complaints, he should get it fixed.
2. Commerce Bank has a free change-counting machine in its branches that anyone can use. This beats the hell out of the machines in markets that take 7%.
3. A study by the Verde Group showed that people who heard about a bad shopping experience are less likely to go to the same store than the person who actually had the bad experience.
4. The most powerful word-of-mouth advocates might be the customers who have only done business with you once so far. They are the most excited; repeat customers are probably accustomed to the great product/service and therefore, ironically, less likely to talk about it.
5. The Wynn Las Vegas resort gave free rooms to cabbies to generate word-of-mouth advertising via this very influential part of the transportation infrastructure.
Photo by dee m.
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