#6.04: The "Everything You Need To Know About Word of Mouth Marketing, Part 2" Issue

It all comes down to this: Happy customers are your best advertisers. If people like you and like what you do, they will tell their friends.

1> Lesson 3: The Three Reasons People Talk About You
2> Lesson 4: The Five Ts of Word of Mouth Marketing
3> Example: Kiehl's Free Samples

Read Lessons 1 and 2 here

In the meantime, go buy a copy of Andy's new book: "Word of Mouth Marketing: How Smart Companies Get People Talking."
 

1> Lesson 3: The Three Reasons People Talk About You

Reason #1: You. They Like You and Your Stuff.

They like you. They feel a connection to your company, they respect what you do, and they want to support you. So they bring their friends. People feel driven to share things they like with their friends, so their friends can enjoy them too. Create great products and services that inspire them. (Think about TiVo, the best album ever, the best cookie you ever ate, or the spot remover that actually works.)  

Be likeable. Make great stuff. Provide great service.

Reason #2: Them. Talking Makes Them Feel Good

People talk because it makes them feel special, smart, connected, in the know, and important. (Think about the restaurant guy, the what's-on-sale maven, the computer guru.) People also feel good when they can help others find what they need or solve problems. (Think about the guy who always knows which contractor to call or which car to buy.)

Provide reasons to talk that make your talkers feel smart and special.

Reason #3: Us. They Feel Connected to the Group

Talking about a company and being passionate about it makes us feel like part of a family. We talk about it because it makes us feel included on the team. (Think about Harley owners, Apple junkies, sports fans, and anyone who loves a great band.)

Rally the team. Give them shirts, private discussion groups, special events, and public recognition.

 

2> Lesson 4: The Five Ts of Word of Mouth Marketing

Talkers: Find The People Who Like To Talk

Are they your customers? Neighborhood moms? Doctors? Bloggers? Think about the people who are most likely to tell a friend about what you are doing. Make sure they know about your new topic of conversation.

Topics: Give Them a Reason to Talk

Give people a reason to talk about you. It doesn’t need to be fancy. A special sale, good service, a neat new feature, a better flavor, a funny package. (Remember the Gateway computers that came in cow-patterned boxes?)

Tools: Help the Message Spread Faster and Farther

Do everything you can to make it easy for talkers to pass along your topic. Include postcards and stickers in the box when you ship a package. Put up a chat room so people can talk to each other. Join a blog conversation. Hand out samples. (Did you ever get one of those emails with a “secret” coupon that was supposedly for employees only? Did you forward it?)

Taking Part: Join The Conversation

Conversations die out when there’s only one person talking. When people are talking about you, answer them. Reply to their email. Comment on blogs that write about you. Send a lot of thank-you notes.

Tracking: Measure and Understand What People are Saying

The word of mouth conversation is the best feedback you’re ever going to get. It’s far better than any other kind of market research, because it is the authentic voice of the consumer. Hear what people are saying, learn from it, and use it to be a better company.

 

3> Example: Kiehl's Free Samples

Kiehl's cosmetics gets people talking with free samples. They are crazy for free samples -- if you so much as look at a product on a shelf, someone in a lab coat will scurry out and hand you some samples. Important: They never give you just one. They give you one for yourself, one for your mom, and one for your roommate.

Last time my wife was there, they saw her looking at products for sensitive skin, so they immediately handed her two samples each of two other products for sensitive skin. Then they saw our baby, asked how old she was ... and gave us a baby t-shirt with their logo. Everyone who asks about the shirt is going to get this whole story. More great word of mouth. 

The Lesson: Samples are conversation-starters. So is extraordinary service. NEVER let someone leave your store without a reason to talk about you.

Comments

Frank Jones said... (Jun 27, 2007 8:42:52 PM)

Unfortunately, Kiehl's went downhill fast after L'Oreal bought them. They severaly limit samples in some stores and definetly on-line. I used Kiehl's shave cream for 14 years until I got a smelly batch. I complained and they wanted me to return the three tubes I'd bought before they send new ones. I switched.

Moral: Word of mouth can backfire big when you don't monitor consistency of product and customer service.