What's the most powerful thing known to man ? No it isn't Superman, its Word of Mouth or WoM. I know you're thinking but word of mouth can't shoot laser beams out of its eyes but think of it from this perspective. Imagine coming up against thousands of angry people with their own opinions about you, throwing slander and abuse towards yourself. Well some companies face this daily, but there is a trick to spread good word of mouth.
Cross-fit is a fitness program designed to push people to their limits. Now why would anyone want to be pushed to their absolute limits? Well in terms of social currency people like to share their thoughts, opinions and interests where they look good to others, and this shows as there are a constant stream of testimonials towards Cross-fit streamed on their YouTube channel. They also tend to associate testimonials with people with disabilities, health issues or older demographics, enabling consumers to feel a level of physiological arousal with their emotions that can trigger the sharing of information through WoM.
We can see this emotional appeal in many marketing campaigns as businesses do follow the Pareto principle knowing that 80% of the work will be done by 20% of the participants, showing a good means to get a message across for your brand. Brands that know how to put out a message memorable to consumers are in my opinion in the forefront in marketing and know that consumer thoughts and insights are the most important aspect in being successful.
So what's the trick for marketers in trying to achieve a high, positive level of word of mouth? Tell stories. Stories are more effective because they are personal and more trustworthy. I'd much rather tell people I know an interesting, emotion provoking story rather than 5 facts about a random company.
Dear Kaan,
ReplyDeleteLoved reading your blog. ☺
I find it fascinating that the whole concept of WOM is something that has taken on a whole new dimension in this digital word. It’s actually kind of scary how important it is now that bad reviews, negative publicity and mean comments can spread faster than ever before. What’s that saying, ‘’ If you build it, they will come”. To me this still holds true as a philosophy for any successful brand. If you have a great product or service, people will share it and talk about it in a positive light just as you talk about in your post with reference to the Pareto Principle.
I couldn’t agree more with you that listening or reading brand stories is something that resonates and appeals to me best. If I had was starting up a company that didn’t have a particularly remarkable story what would you suggest I capitalise on to get my message out there? Would love to hear your thoughts.
I look forward to reading your next post ☺
Hi Kit,
DeleteThanks for the comment :)
I'd suggest if you were a start up company you should simply focus on the main reason you started your company and exceed you customers expectations ! By creating a fantastic experience for your customer, everyone will start talking about you.
Hope you enjoyed my suggestion, Thankyou.
Hey Kaan, great red!
ReplyDeleteI really enjoyed the tip you gave about how to achieve positive word of mouth, it is not often enough today in our marketing climate that someone tells a story with a message. everyone is stuck in their ways of doing something the same way over and over because it works, and despite the fact that they say 'if it works don't fix it', it can always be done better. I don't think it would be too harmful for brand awareness if some company's were to try and develop word of mouth by telling a story with the marketing campaigns, even if it does not come about naturally. I really found that 'Pareto Principle' interesting and will have to research that some more.
Luke.