emarketing

emarketing

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  • Nancy Stall
    Nancy Stall
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    Does emarketing WOM work?
    I originally posted this in the media and PR forum of the Gulf Marketing Circle under the title Word-of-Mouth Marketing Builds Credibility for Your Business. I didn't get much response. I'm hoping for a better response here. In particular I'd like this discussion to generate ideas beyond "having a blog" and "sending an email newsletter." WHAT WOULD YOU LIKE TO TRY OR HAVE YOU TRIED?

    Andy Sernovitz offers a number of free downloads of important worksheets from his book Word of Mouth Marketing at http://www.wordofmouthbook.com.



    This is the original post:

    As a PR practitioner for 25 years, I have learned from experience that no one knows your business better than you and no one can talk about it better than you.

    However, its credibility that reigns supreme, which is why Word-of-Mouth and Viral marketing are all the rage at the moment. Propelled by the Internet that can launch these third party testamonials faster, further and cheaper, it's no wonder that smart marketers are wooing people to spread the GOOD words about their companies and clients.

    Andy Sernovitz's book Word of Mouth Marketing is easy to read and best of all, gives you practical, quick and easy ideas to start a successful word of mouth campaign. Here are a few great tips, some of which I've embellished a bit, that are so obvious you wonder why you hadn't thought of them before.

    1. Look on the web and in your business dealings for people talking about you. Contact and thank those who are saying nice things. Contact and correct the problems for those saying not so nice things. By making an effort to correct what ails them, nine times of out ten, they will become your best evangelists.

    2. Put something by your front door, give samples or coupons, send thank you notes -- anything that will remind people to talk to a friend about your business.

    3. Do something unexpected. I was grocery shopping and the store presented me with a flower on Mother's Day. That is something worth talking about.

    4. Help your customer solve an unrelated problem. Use your contact network to connect customers to resources, for example.

    5. Be nice! This is probably the #1 MUST DO, SURE FIRE marketing technique.

    There are many, many more techniques. The point is, serve people well and they will serve you well by recommending you to others. You can spend a lot of time and money advertising, direct mailing and selling to people, only to find that poor customer service is sabotaging your efforts. Remember it is much cheaper to keep a customer happy then it is to get a new customer.

    Nancy Stall
    This post was modified on 05 Apr 2007 at 03:52 pm.
    • 04 Apr 2007, 9:29 pm
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    Tiron-Anton Bogdan
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    Re: Does emarketing WOM work?
    Hi Nancy,

    in Romania WOM still works from several reasons.

    First might be the mentality according to the saying "we are to poor to afford cheep things". This might be true all over the world 'cause everybody looks for "the best money can buy product".

    Second, it's cheaper to buy a product / service that has already been tested /used by somebody else.

    Working in the field of media monitoring within the team of the leading company, I often see lots of articles that cause a lot of damage to the companies and their image. People often read an article in the newspaper and if they read something bad about a company they might think twice before using its products or services.

    That's why media monitoring is some sort of "Big Brother", a "must have" for a company.
    • 05 Apr 2007, 11:00 am