In this week’s post we discuss how to research and create a ‘Word of Mouth’ campaign. People tend to 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.
As you’re researching, here are some questions you need to ask yourself along the way:
- What are your customers willing to tell prospective clients?
- Exactly how do your customers describe your product/service?
- What are the non-users willing to ask the users?
- What do they need to know, but are not wanting to ask?
- What happens when these issues are raised?
- Exactly what do your prospects have to know in order to trigger a purchase?
- Exactly how do your customers answer the objections, concerns, and doubts of your prospects?
- How do your customers persuade their friends to use your product?
- How do your customers suggest they initially get to know or try your product?
- What warnings, safeguards, tips, and suggestions do your customers suggest to your prospects?
- Are your sales messages, positioning, and important facts about your product getting through and surviving word of mouth?
- What messages do you need to inject into the marketplace in order to turn the tide in your favor and how will you deliver them?
The reason Word of Mouth research is so important is that it helps to spread genuine feedback from real customers.
Now we are going to discuss how to construct a Word of Mouth campaign. First we’ll take a look at the key things you need to put together a campaign. These are:
- A superior product
- A way of reaching key influencers in your marketplace
- A cadre of experts willing to bat for you
- A large number of enthusiastic consumers
- A way of reaching the right prospects
- One or more compelling stories that people will want to tell to illustrate your product’s superiority
- A way to substantiate, prove, or back up your claims and how the product will work in the real world
- A way for people to have direct, low-risk experience, a demo, sample, or free trial
- A way of reducing overall risk
Once you have these ready to go, you should consider the situations in which your company would benefit from a strong Word of Mouth program. Some of these situations are:
- When there are credibility problems
- When there are breakthroughs
- When there are marginal improvements
- Where the product has to be tested in large numbers or over a long period of time
- Where there is high risk in trying the product
- With older or mature products that have a new story that people tend to ignore
- With unfair competitive practices such as spreading rumors, or telling lies about your product
- When there are governmental or other restrictions on what you may say or claim directly
This wraps up this week’s post on Word of Mouth research and how it can be used when creating your campaign. If you need help getting started, try our GUIDED TOUR where you’ll have access to an abundance of tools and resources.