Search & Implement
People only remember the extraordinary, strange, wild, surprising and unusual. You need to make sure your ideas and marketing reflect these reactions. This doesn’t mean you have to have a product or service that is completely out of the norm, in fact, this could easily drive customers away. You need to have a product or service that is high quality and easily marketable, then you need to market it as extraordinary and new.
As you’re research word of mouth, there are some questions you need to ask along the way:
What are the users willing to tell the non-users?
There are two main reasons why word of mouth research is so important:
There is a simple formula that can help you conduct your word of mouth research. It’s called the “2-2-2” model.
What this breaks down to is:
In these groups you need to ask the following questions:
The best way to conduct these groups is by teleconference. This ensures you’ll get a good variety of demographics for your customers and potential customers. It also allows people to feel safe and more able to express their true feelings. These teleconferences should not be conducted by you, but an independent party to avoid adding pressure to the situation.
We’re going to transition a bit and talk about how to construct a word of mouth campaign. First we’ll talk a look at the essential ingredients you need to put together a campaign. These ingredients are:
Once you have those ingredients ready to use, you should consider the situations in which your company can benefit from a strong word of mouth programs. Some of these situations are:
While, most of the word of mouth tactics are positive for your word of mouth program, there are a few products to avoid using in this program. They are:
This wraps up this post on word of mouth research and how that research can be used when putting together your word of mouth campaign. If you need help with the research and a plan to use the results of that research, let me know.