You can’t say it. You have to get consumers to say it to each other. At its core, building a winning word of mouth marketing plan is simply to spread ideas that help your business or cause. It’s putting material out there that by its very nature attracts attention and discussion.
Perhaps the most objective way to look at the practice of this marketing is to examine the research of some highly intelligent folks who have dedicated years to deciphering the common elements of viral content.
Consider when Hershey launched Reese’s Pieces, they knew it would be an uphill battle. It had to compete with M&M’s, the 800 lb. gorilla of the industry. They hoped co-branding the new product with its popular peanut butter cup would help, but M&M’s dominated the category.
It was slow going for the first few years, but then in 1982 opportunity knocked. The brand was offered a product placement in a new film about a boy who befriends an alien by luring him with candy. The producers were looking for $1 million to provide product placement.
Mars, the owner of M&M’s rejected the deal, but Hershey’s took a shot and it paid off. E.T.: The Extra-Terrestrial passed Star Wars to become the highest-grossing film ever. Reese’s Pieces became a viral hit and sales shot up 65% in the first two weeks after the movie hit the theaters. If you want to know how ideas spread, you can learn a lot from that little alien.
Below, I’ll dissect some of my favorite research from an associate professor at the Wharton School of Business, as well as examine some classic word of mouth marketing examples to see what lessons can be had from some very successful campaigns.
Defining word of mouth marketing
In defining word of mouth, guerrilla, or viral marketing, many creative descriptions have been put forward.
At its core, this form of marketing is simply getting people to talk about you in a way that helps market your business or cause. It’s putting material out there that by its very nature attracts attention and being talked about.
Types of the word of mouth
While word of mouth is undeniably complex and has a multitude of potential origins and motivations, there are three forms of word of mouth that marketers should understand: experiential, consequential, and intentional.
Experiential
Experiential word of mouth is the most common and powerful form, typically accounting for 50 to 80 percent of word-of-mouth activity in any given product or service category.
It results from a consumer’s direct experience with a product or service, largely when that experience deviates from what’s expected. (Note that consumers rarely complain about or praise a company when they receive what they expect.)
Complaints, when airlines lose luggage, are a classic example of experiential word of mouth, which adversely affects brand sentiment and equity, reducing both receptiveness to traditional marketing and the effect of positive word of mouth from other sources.
Consequential
Marketing activities also can trigger word of mouth. The most common is what we call consequential word of mouth, which occurs when consumers directly exposed to traditional marketing campaigns pass on messages about them or brands they publicize.
The impact of those messages on consumers is often stronger than the direct effect of advertisements because marketing campaigns that trigger positive word of mouth have comparatively higher campaign reach and influence.
Marketers need to consider both the direct and the pass-on effects of word of mouth when determining the message and media mix.
Two things supercharge the creation of positive consequential word of mouth: interactivity and creativity. They are interrelated and particularly important for brands in relatively low-innovation categories that often struggle to gain consumer attention.
Intentional
A less common form of word of mouth is intentional—for example when marketers use celebrity endorsements to trigger positive buzz for product launches.
Few companies invest in generating intentional word of mouth, partly because its effects are difficult to measure and because many marketers are unsure if they can successfully execute intentional word-of-mouth campaigns.
Intentional word-of-mouth campaigns revolve around identifying influentials that become brand and product advocates. Of course, companies can’t precisely control what consumers tell others.
But ambitious marketers can use word-of-mouth equity insights to shift from consequential to intentional campaigning.
Companies unable to target influentials precisely must take a different approach. While Red Bull, for example, can’t send text messages to specific consumers, it has successfully deployed science to orchestrate effective intentional word-of-mouth campaigns.
After identifying influentials among its different target segments, the energy-drink company ensures that celebrities and other opinion makers seed the right messages among consumers, often through events.
What marketers need for all three forms of word of mouth is a way to understand and measure its impact and financial ramifications, both good and bad.
Word of mouth marketing plan … how to create word of mouth campaigns
The first thing you need to know about word of mouth marketing is this: generating consumers to talk about your business isn’t as random as you think. There’s a science to creating a marketing buzz, and it’s something you can learn to do.
Remember, the main goal of your business is not just to create customers. It is to create customers who then will also create customers (that is, customer advocates).
This is the perfect marketing solution for 99 % of all businesses and is why we believe the word of mouth marketing is your most important marketing campaign tool.
Word of mouth marketing takes consumers by surprise, makes an indelible impression, and pops up where and when people least expect it. It often has a large targeted audience and often can be accomplished at a reduced cost.
By being a little more clever and unpredictable, you challenge consumers who appreciate a little fun in their engagement.
Word of mouth marketing was made for small business owners. It requires creativity, flexibility and a willingness to take a little risk.
We use these campaigns usually when a client says to us, we don’t have much budget but we’d really like to get some media attention.
A small business should ask themselves, what’s their essence–what’s the core message that can be distilled into a 5-second exchange or in a clever installation?
To get a better idea, let’s talk more about generating marketing buzz. Let us begin by discussing some material from the book Buzz marketing by author Mark Hughes.
In his book, he talks about how buzz can be generated by following a few basic principles. Businesses that follow these principles are much more successful at getting people talking about their brand than businesses that only use traditional marketing tactics. So a good place to begin, yes?
Winning word of mouth … a fundamental principle of buzz marketing
A good starting place is learning the fundamental principle of buzz marketing. It is pretty simple. It states if you want to generate buzz, you need to give people something special that they will remember and want to tell their friends about.
Sounds simple, but just the opposite is the norm.
To do so, you need to learn the types of topics that get people talking. Yes, people talk about a lot of things, but there are particular conversation starters that get people talking more often than other topics.
So how do you apply this principle effectively? Let’s discuss those topics.
Don’t fear taboo topics.
Go after taboo topics
Taboo is a big buzz topic. The basic idea here is that people have a tendency to talk about things they shouldn’t talk about.
There’s just something in our nature. As an example consider the parents of toddlers who can’t resist bringing up topics like diapers and “accidents” at a dinner with other parents.
It’s a terrible topic for the dinner table, but parents can’t resist talking about it.
In order to apply this principle for internet marketing, you want to do things that are edgy and controversial. You don’t want to cross the line and create enemies, but blog posts and other controversial content will get people talking more than content that’s safe and boring.
“No rails to damage your tires.” That was the headline on one car wash’s sign that made them different from the three other car washes on the same street.
Did you know that car wash guide rails could damage your tires? Probably not. But it makes you curious about what it is all about, doesn’t it?
It’s that one simple sentence that tells everyone why that business is different.
So what is the lesson you say? Before this car wash put their selling point on their sign, they probably got a lot of questions like “Where are the guide rails?” Are you listening for these opportunities to explain what small details make you better?
Awesome customer service gets attention
Mention.com analyzed 1 billion brand mentions in a recent study. What they found is somewhat surprising: 76% of brand mentions on the web and social media are neither positive nor negative.
What does this mean? On social media, neutral mentions blend into the background. When 76% of brand mentions are basically ignored, the positive and negative mentions stand out.
So how can you turn a neutral into a positive? One way is to provide excellent customer service. Use your website and other platforms to let customers know they can find you on social media when they have customer service needs.
Use the unusual
When it comes to unusual or unique topics, your objective is to create content that is unique to stand out from the crowd.
Using sameness won’t stand out, and you won’t get people talking about your product or service. Doing something different will often get noticed and get people talking.
Make your content entertaining
Here’s the unfortunate truth: No one spends time on social networks for the advertising. However, 82% of consumers do enjoy content from a brand as long as it provides personal value—usually in the form of humor.
In fact, Pew Research shows that 35% of men and 43% of women are on Facebook to see entertaining or funny posts. If you’re not afraid to get creative, you have a huge opportunity right in front of you.
Go for the remarkable
Another way to stand out and to get people talking is to do something remarkable. Like Seth Godin’s Purple Cow. Average and ordinary don’t get people talking, but remarkable does.
The goal here is to do something extremely well with very high quality. If everyone else is creating average content, you need to create something above the average. If a hotel gives decent service, no one tells their friends about it, but if a hotel goes beyond what is expected, people will talk.
The obvious online business that comes to mind here is one brand that we write a lot about … Zappos.
Their insane “365 day” returns policy and stellar customer service is still unmatched in their space. Zappos goes above and beyond status-quo expectations which make their brand something easy to talk about.
The beauty of this Zappos’ technique is its marketing built into company culture values that make it work so effectively.
Give customers value
Seems like another cliché doesn’t it? But as customers, we see companies breaking this rule every day. This happens when we focus on selling rather than helping.
It happens when we make suggestions before knowing something about our customers. It happens when we don’t listen well. It happens when we push products or services on customers because of our quotas or commissions.
Keep it simple by knowing what your customers consider value.
Surprise customers
Want to know one of the most effective examples that some businesses use to build their marketing and create reciprocity with its customers?
People like getting things for free and like them, even more, when they are viewed as ‘favors’. But even more, they love receiving these favors as surprises.
Employ emotion
Effective word of mouth conversations are sparked when consumers are highly aroused. People choose emotionally and then justify logically.
Then it stands a far better chance of being talked about by more people.
The higher the degree of emotion creates more differentiation and makes it easier for your brand to project uniqueness and its word of mouth messages.
Emotion is the secret language of the brain … works on emotion if you want to improve your persuasion or influence.
Best practices in word of mouth marketing
The main goal of your business is not just to create customers. It is to create customers who then will also create customers (that is, customer advocates).
This is the perfect marketing solution for 99 % of all businesses and is why we believe the word of mouth marketing is your most important marketing campaign tool.
Let’s go back to the Andy Sernowitz book for some best practice rules and examples:
Rule #1: Be Interesting
Nobody talks about boring companies, boring products, or boring ads. If you want people to talk about you, you’ve got to do something special. Anything.
If you are boring, you’ll never get a moment of conversation. Your word of mouth will just fade away, unnoticed.
Before you run an ad before you launch a product before you put something new on the menu, ask the magic question: Would anyone tell a friend about this?
Give people a reason to talk about you.
And please, I beg you, stop for a minute before you buy more advertising. Think about how much money you are about to spend.
Think about how fast you, and everyone else in the world, flip past hundreds of ads without even noticing them.
Don’t run another ad unless it is truly worth talking about.
Rule #2: Make it easy
Word of mouth is lazy. You’ve got to help it along if you expect it to go anywhere.
You need to do two things: Find a super-simple message and help people share it.
Start with a topic that anyone can remember. Something like, “Our software doesn’t crash,” or “They have chocolate cream cheese!” or “They give you snacks while you’re waiting for a table,” or “Stupid name, but it sure does work.” (Anything longer than a sentence is too much. It’ll get forgotten or mangled.)
We all think of Steve Jobs as the greatest computer marketer who ever lived.
So what did he do when he returned to Apple in 1996 with the mission of reviving a stumbling company? Did he talk about great software? Stable operating systems? No.
Jobs’ great marketing insight was . . . pink and purple computers.
It got everyone talking. It restarted positive word of mouth about the company. Everyone told a friend because they had a simple topic of conversation that was interesting to share.
And when people heard about the cute computers, they were ready to take another look at the more important features.
Once you’ve got your big word of mouth idea, find a bunch of ways to make it easier to spread. There are countless easy ways to make your ideas portable.
A special announcement on a website or brochure is stuck in place. But when you put it in an email or post it to a social network, it’s in motion.
Rule #3: Make people happy
Happy customers are your greatest advertisers.
Thrill them. Create amazing products. Provide excellent service. Go the extra mile. Make the experience remarkable. Fix problems. Make sure the work you do get people energized, excited, and eager to tell a friend.
When people like you, they share you with their friends. They want to help you, they want to support your business, and they want their friends to enjoy what you offer.
You will get more word of mouth from making people happy than anything else you could possibly do.
Don’t lose sight here:
My Top SEO Strategies for Content Marketing Success
If you don’t have respect, you don’t get good word of mouth.
Nobody talks positively about a company that they don’t trust or like. Nobody puts their name on the line for a company that will embarrass them in front of their friends.
Always be an honorable company. Make ethics part of everything you do. Be good to your customers. Talk to them. Fulfill their needs.
Make people proud to tell your story to everyone they know.
Every company can be nicer, and every employee can work to make his or her company a little better to its customers.
Unfortunately, people are more likely to talk about your business when they are unhappy than when they are happy or satisfied.
Therefore, good customer service generally reduces “negative” word-of-mouth.
However, the good news is, there are many things entrepreneurs and business professionals can do to positively impact their business through word-of-mouth.
How to trigger word of mouth marketing
One simple element of word of mouth is a trigger.
An interesting example is the Geico “hump day” camel ad, that features a camel walking around an office asking people on a Wednesday what the day was.
I am not a fan of Geico ads and this one is not particularly clever, but it did really well. When looking at the data, there was a spike on social chatter…every Wednesday. People talked about that ad on Wednesday because they were reminded of it.
Another example is the ephemeral McRib sandwich from McDonald’s. Since consumers never know when it’s coming, when it does arrive, it triggers a chain reaction that spikes the word of mouth.
In other words: If it’s top of mind, it will be talked about.
Go for the remarkable
Another way to stand out and to get people talking is to do something remarkable. Like Seth Godin’s Purple Cow. Average and ordinary don’t get people talking, but remarkable things do.
The goal here is to do something extremely well with very high quality. If everyone else is creating average content, you need to create something above the average.
If a hotel gives decent service, no one tells their friends about it, but if a hotel goes beyond what is expected, people will talk.
The obvious online business that comes to mind here is one brand that we write a lot about Zappos.
Their insane “365-day” return policy and stellar customer service are still unmatched in their space. Zappos goes above and beyond status-quo expectations which makes their brand something easy to talk about.
The beauty of this Zappos’ technique is its marketing built into company culture values that make it work so effectively.
The bottom line
Word of mouth marketing is the best marketing technique, hands down in our opinion. But it is certainly not the easiest, and it takes lots of practice and experimentation to perfect.
Get some experimentation going today.
Need some help in capturing more customers from your social media marketing or advertising? Creative ideas to help the differentiation with your customers?
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new ideas.
When things are not what you want them to be, what’s most important is your next step.
Test. Learn. Improve. Repeat.
Are you devoting enough energy to innovating your marketing plan?
Do you have a lesson about making your advertising better you can share with this community? Have any questions or comments to add in the section below?
Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Find him on Twitter, and LinkedIn.
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