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Archive for the ‘WOMM’ Category


WOMMA’s Word Of Mouth Marketing Summit is kicking off in Vegas this week, and let me just say that I’m a bit bummed about not being there.

Nicole Sampson and Patrick Rooney sending me emails from the Rio’s pool isn’t helping, by the way. (But keep sending me updates anyway. It’s all good.) ;D

In honor of WOMMA, WOM, and the best conference I won’t be attending in 2007, here is my favorite post on WOM so far this quarter (from Scott Ginsberg’s HELLO, my name is blog):

Oscar Wilde once remarked, “The only thing worse than being talked about is NOT being talked about.”

So, if your customers are not ACTIVELY telling their friends about your business…

1. That means you’re probably selling a dead brand.

2. That means you’re probably different, not unique.

3. That means you’re probably doing something wrong.

4. That means you’re probably perceived as a commodity.

5. That means you’re probably not word of mouth worthy.

6. That means you’re probably creating customers, not FANS.

7. That means you’re probably not getting much new business.

8. That means you’re probably not doing something important.

9. That means you’re probably not as great as you think you are.

10. That means you’re probably boring, unremarkable and normal.

11. That means you’re probably not making the mundane memorable.

12. That means you’re probably spending too much money on marketing.

13. That means you’re probably not expanding your overall customer base.

14. That means you’re probably poorly positioned in their minds, not in the market.

15. That means you’re probably creating customer SATISFACTION, not customer loyalty or insistence.

Look. Word of mouth is everything. And anonymity is your greatest barrier to business success.

SO REMEMBER: businesses that get talked about get more business.

LET ME ASK YA THIS…
Who’s telling their friends about YOU?

LET ME SUGGEST THIS…
If you’re clients are not actively telling their friends about you, what (else) does that mean?

That ought to keep you busy for a few hours. Have a great Thursday, everyone. 😉

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Let’s travel back to 2005, when Word-Of-Mouth (WOM) hadn’t yet been hijacked by clueless and myopic marketers looking to make a quick buck off the promise of this strange but powerful thing called authenticity:

From a two-year-old post by John Moore on his Brand Autopsy blog:

“My advice to clients is to spend dollars to make the product more remarkable, not to make the word of mouth tactic more remarkable. Otherwise, all people will be talking about is what your company did and not what your company does.

When working with clients, I stress the importance of TELLING THE STORY and not Making Up a Story.

TELLING THE STORY is about designing marketing communications to deliver on the promise all the while being clever, savvy, authentic, and true to the brand. It’s about treating consumers as being interesting and interested.

While, Making Up a Story is when marketers engage in outrageously gimmicky attention-grabbing antics that over-promise and woefully under-deliver. These marketers treat consumers as being boring, indifferent, and brainlessly gullible.

To me, the Subservient Chicken, Ugoff, Dr. Angus, and The King are diversionary marketing actions designed to get consumers to focus on the kooky creative Burger King did and not on the food Burger King does.”
Next time a marketing firm or ad agency comes to you with a WOM strategy, do yourselves and your customers a huge favor by making sure they aren’t just talking about messaging or creative.

Spend dollars to make the product more remarkable,
not
the word of mouth tactic more remarkable.

Can we officially make this one of the ten commandments of Word of Mouth Marketing?

Pretty please?

Have a great Thursday. 🙂

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