Andy Sernovitz’s “Word of Mouth Marketing” guide provides keen insights to both the logic behind and the success of word of mouth marketing. The balance of power has shifted with the greatest leverage with the everyday consumer and their entire experience with any company’s product and service instead of the company’s passive actions or pushed advertising campaigns behind it. The most important lessons are simplicity underlies all the innovative and creative word of mouth (WOM) marketing strategies, identifying the talkers and topics (of the Five Ts), and seeing negative WOM as an opportunity. Sernovitz repeatedly emphasized (and proved) that participating is not an option, it is a must. Participation, and eventually profit, relies on your finesse with these three lessons.
Simplicity underlies all innovative and creative WOM strategy, Sernovitz says. This lesson is a cornerstone to WOM because any consumer’s daily lifestyle involves sharing opinions beyond just friends and family…and if it is complicated, it is not going to be shared. Moreover, this cultural shift demands that in order for a company to participate and earn respect from the consumer, satisfaction must come from the great majority and not the small minority. Often simplicity is over-looked for traditional gimmicks, tired advertising slogans, or complicated plans. Innovation and creativity can be simple and, thus, memorable, which creates a great story and experience for the consumer. The lesson of simplicity underscores all of the strategies and suggestions in the book and that is why it is such a great take-away.
Identifying the talkers is the hallmark of the Five Ts strategy. If you have the right people talking about your product, you are well on your way to getting word of mouth out there and the possibility of it all going viral. Sernovitz discusses a few ways to recognize a talker and he points out that this customer or loyal fan may not be the one who spends the most money, but is rather the one that is the most excited. To me, this notion demonstrates the significance of a level playing field we are seeing in today’s market, shows great respect for the consumer on the company’s part, and holds such great empowerment for any consumer. He discusses other ways to recognize a talker and, just as importantly, there must be a tailored program for each talker group to be able to really harness the shared vision and enthusiasm. One cannot forget customization once the talkers have been identified.
Along with identifying people, readily and creatively giving talkers the reasons for conversation is key. It is because topics have to be simple, yet also unexpected, organic, timely, and portable that I find it to be such a great lesson to remember. Securing a unique spot in conversation requires all of this and Sernovitz discusses topics at length and to my delight.
It cannot be said enough that negative WOM is not the end of one’s business or a sign that this type of marketing will always go towards the negative rather than the positive. Sernovitz cites negative WOM as an opportunity and gives tips on how to respond. The fear of negative WOM is only justified when one does not participate in the conversation. However, when negative WOM is combated with participation in the conversation (and especially backed up by the other strategies in this book) it seems just a part of business and another great opportunity to let your company shine.
To survive in today’s consumer climate and to utilize WOM marketing, one should take heed of Sernovitz’s lessons of simplicity in innovation, using talkers and topics, and seeing negativity as an opportunity.
Simplicity underlies all innovative and creative WOM strategy, Sernovitz says. This lesson is a cornerstone to WOM because any consumer’s daily lifestyle involves sharing opinions beyond just friends and family…and if it is complicated, it is not going to be shared. Moreover, this cultural shift demands that in order for a company to participate and earn respect from the consumer, satisfaction must come from the great majority and not the small minority. Often simplicity is over-looked for traditional gimmicks, tired advertising slogans, or complicated plans. Innovation and creativity can be simple and, thus, memorable, which creates a great story and experience for the consumer. The lesson of simplicity underscores all of the strategies and suggestions in the book and that is why it is such a great take-away.
Identifying the talkers is the hallmark of the Five Ts strategy. If you have the right people talking about your product, you are well on your way to getting word of mouth out there and the possibility of it all going viral. Sernovitz discusses a few ways to recognize a talker and he points out that this customer or loyal fan may not be the one who spends the most money, but is rather the one that is the most excited. To me, this notion demonstrates the significance of a level playing field we are seeing in today’s market, shows great respect for the consumer on the company’s part, and holds such great empowerment for any consumer. He discusses other ways to recognize a talker and, just as importantly, there must be a tailored program for each talker group to be able to really harness the shared vision and enthusiasm. One cannot forget customization once the talkers have been identified.
Along with identifying people, readily and creatively giving talkers the reasons for conversation is key. It is because topics have to be simple, yet also unexpected, organic, timely, and portable that I find it to be such a great lesson to remember. Securing a unique spot in conversation requires all of this and Sernovitz discusses topics at length and to my delight.
It cannot be said enough that negative WOM is not the end of one’s business or a sign that this type of marketing will always go towards the negative rather than the positive. Sernovitz cites negative WOM as an opportunity and gives tips on how to respond. The fear of negative WOM is only justified when one does not participate in the conversation. However, when negative WOM is combated with participation in the conversation (and especially backed up by the other strategies in this book) it seems just a part of business and another great opportunity to let your company shine.
To survive in today’s consumer climate and to utilize WOM marketing, one should take heed of Sernovitz’s lessons of simplicity in innovation, using talkers and topics, and seeing negativity as an opportunity.
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