Archive for the ‘Branding’ Category

How To Initiate & Maintain Powerful Word-of-Mouth Campaigns
January 9, 2009

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Are your customers satisfied, or even delighted, surprised and excited enough to spread the word about their experience?

Powerful word-of-mouth can be the greatest thing to happen to your business. Here are some tips to initiate and sustain this force to be reckoned with:

  • Manage Expectations: Go far beyond what your customer expects. Don’t promise the world up front. Reel them in by enticing them with sneak peeks of what’s to come.
  • Listen & Revise: Ask for feedback and treat complaints as gold. Continually refine your products and service to better meet the customer’s needs.
  • Stand-Out: Be unique! Be memorable! It just takes a little creativity to make a great impact.
  • Offer a Sample: The news of a free trial or sample can spread like wildfire. Just make sure that you’re attracting future clients, not leeches.

  • Identify the Influencers: These people ignite word of mouth. They don’t always have to celebrities, just people who have a large circle of influence professionally or socially.
  • Impress: The first and last impressions are most important. Invest in these and make them count, but don’t lose your customer in the middle.
  • Cater Your Brand: Loyal customers and effective influencers need constant motivation. Give them anything that may help get the word out without compromising brand perception. For example, subtly branded products (i.e. apparel, accessories, housewares) that they’d love to show off as conversation-starters can be better than advertising.
  • Testify: Don’t be afraid to ask for testimonials from influencers or other satisfied customers. Always thank them appropriately for their time. It doesn’t hurt to send a thank you card or small gift of thanks.
  • Reward Referrals: Create a referral program. Don’t be afraid to ask for referrals, and reward them adequately enough to entice them to continually bring you more clients.

Remember the adage, “An unhappy customer will tell 10 friends, but a happy customer may only tell 1.”

Capturing Word-of-Mouth may be the best investment you make.

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