Church of the Customer tipsar om sju steg för att även små företag ska lyckas med en WOM-kampanj. Det känns som om det är rätt så allmängiltiga tips oavsett vilken form av marknadsföring man jobbar med – det handlar ju i slutänden alltid om relation konsument-varumärke och att få konsumenter att tipsa sina signifikanta andra
- Send the same simple message through all of your communications. If it’s not simple, it can’t survive being passed via word of mouth.
- Don’t position your product or service as part of a general category. Get more specific. Define it by its most-needed attribute: “The dandruff shampoo that doesn’t dry your hair.”
- Make your examples borderline outrageous so people will find your story worth repeating.
- Sprinkle your materials and marketing messages with success stories from real people.
- Offer customers multiple (but simple) ways to inquire about, investigate and order what you offer.
- Get experts on your side by bringing them into conferences, advisory groups and seminars. Encourage them to spread the word to others.
- Ask customers for referrals. Encourage your sales people to request referrals, recommendations and testimonials.
(Church of the Customer)