From reading this book, I learned that one of the most important things companies can do is the to be truthful and honest about their brands and their products. Sernovitz mentioned that it WOM only works if your brand is likable and can be trusted. In today's age where any information is readily available through the internet, no advertising or PR campaigns can make consumers believe that an inferior product is worth their time and money. You might deceive consumers for a short period of time, but sooner or later, people will figure out the truth and you will lose your sales.
One of the keys for implementing successful WOM campaigns is reaching out to the influencers and "talkers" who will spread the word about your company's products. In the book, Sernovitz taught us how to identify and reach out to the people who would be willing to talk about your company. Sernovitz pointed out that while some people think talkers should be well-influenced people in the community or society, he said that sometimes, the people who will be willing to talk about your company are everyday people such as people in the neighborhood, your recent or current customers, people who post reviews on online review sites etc. Thus, it is important to keep your customers happy and pay attention to everyday customers who fill out comment cards or submit suggestions online.
As I progressed through the book and learned about WOM techniques such as finding good talkers and topics, Sernovitz also reminded us that the WOM effect of unhappy customers made happy can be larger than the effect of happy customers. Sernovitz explained that the shock and unexpected acknowledgement that a unhappy customer's concerns matter can convert detractors into powerful talkers, which can lead to free positive advertising for your company.
No comments:
Post a Comment