Word-of-Mouth a Must-Have Marketing Strategy: Connecting the Cool Kids, Millenials, & more! Presented at the Cornerstone Credit Union League Conference - focus is on marketing execution and word-of-mouth marketing.
Want the next Coolest Marketing strategy to Engage Your Customers and their friends? This discussion will focus on the important elements in developing and launching a successful word-of-mouth campaign. This is a strategic tool for raising the awareness of your product, brand and PR in your marketing strategy. Our expert will provide 5 proven concepts for list building, increasing reads, conversions, and movement through the sales pipeline.
5. “..if the circus is coming to town and you paint a sign
saying ‘Circus Coming to the Fairground Saturday’, that’s
advertising. If you put the sign on the back of an
elephant and walk it into town, that’s promotion. If the
elephant walks through the mayor’s flower bed, that’s
publicity. And if you get the mayor to laugh about it,
that’s public relations.” If the town’s citizens go to the
circus, and buy tickets, that’s sales.
@equintanilla
If you actually intended for all this to happen …..
that’s marketing!
6. Common Marketing Goals
1. Implement foundational marketing improvements, including
branding, messaging, website, content, and search to increase
awareness and support future growth.
2. Build AWARENESS of ACME Products and Professional Services,
@equintanilla
and EDUCATE our Customers and Stakeholders.
3. Strengthen relationship with select partners to improve credibility,
expand ACME sales force, and increase leads.
4. Present ACME as an industry thought leader - a proven, credible
provider of TNT Products and Professional Services.
7. Fundamental Marketing Activities
@equintanilla
Web Site & Search
Content/Core Materials
PR
Social Media
Email Marketing
Events
Advertising
Awareness
Lead Generation
Sales Funnel
Lead
Nurturing: More
Email Marketing
Marketing
Automation
Sales
8. “To compete for consumers’ time and divided attention, brands
must also find ways to better resonate with their audiences.”
“Building a successful multichannel marketing campaign requires
the right mix of channels that offer brands the ability to reach and
@equintanilla
engage consumers!”
9. Marketing problems are People Problems
Sluggish Sales – not enough people buying
Low retention – not enough repeat customers
Poor Products – not enough interested people
Poor customer service – too many unhappy
@equintanilla
people
As Identified By: John Moore
10. Definition of Word of Mouth Marketing:
Give people a reason to talk about your stuff - Make
it easier for that conversation to take place
4 Rules:
@equintanilla
Be interesting
Make it easy
Make people happy
Earn Trust and Respect
12. @equintanilla
WOM FAQs
• The typical American will mention
approximately 80 brands in a week
• 71 percent of people that a conversation
will have more influence than advertising
in purchasing decisions
Every customer matters and every person
is talking!!
15. We are working to own our customer’s brain!!!
@equintanilla
16. @equintanilla
When we hear a good story, our minds often
visualize the setting, sounds, smells, perhaps
even taste when relating to a story.
My secret sauce to marketing is taking a bit of heart,
remembering all of my mother’s bits of wisdom while
stirring, a sprinkle of sass, definitely some careful
measurements, and keep your fingers crossed to see how
the final paella (not cake) came out for …
…. Christmas dinner.
17. A carefully crafted message is all in your point of view and
perspective of your audience on what is compelling to them
@equintanilla
and then to persuade them to take an action.
Here is the definition of persuasion:
Process aimed at changing a person's (or a group's)
attitude or behavior toward some event, idea,
object, or other person(s), by using written or
spoken words to convey information, feelings, or
reasoning, or a combination of them.
Read more: http://www.businessdictionary.com/definition/persuasion.html#ixzz3EfgohP5u
18. QUICK TIP 1: When marketing, be sure to
be persuasive in your messaging and inspire
your audience to take an action.
@equintanilla
19. Most consumers wants: “why or what does it do for me.”
@equintanilla
For example, an engineer will market a drill bit as:
Masonry Multi Construction multi-purpose drill bit, 50 x 85
mm, d 5 mm
A marketer would describe the same drill bit as follows:
Bosch Dare Devil Long Life Bit Set Replacement Drill Bit,
50x85 mm, d 5mm
20. @equintanilla
Here is an example of persuasive writing from a Bosch Drill Bit
featured on Amazon:
This Bosch 1-inch by 16-inch flute by 21-inch SDS-Max rotary hammer drill bit offers
improved performance with its carbide-tipped head with 4 cutting edges. The bit is designed
to help reduce vibration when drilling. The bit shaft wears at a slower rate and better
withstands repeated use.
QUICK TIP 2: When creating content, be sure to
be writing in terms of your customer’s “why or
what’s in it for them” in your messaging and
subtlety include benefits that influence your
customer on why your product/program/service
is more valuable than other similar options.
21. Your company is the stories people tell
@equintanilla
about it ~Brains On Fire
22. How do you keep your customer’s attention in a
noisy world? The quote: “Make ‘em laugh” is just
as true today as it was over 50 years ago when
@equintanilla
Gene Kelly wore his dancing shoes.
23. Leverage influential relationships because it may be a better
marketing strategy to equip your biggest fans with the tools and
scripts to share your story. Are you making it easy for your raving
customers to talk about you?
QUICK TIP 3: Branding is not just something your create in
isolation.. It is the impression that others have about you
based on your messaging as well as what others say about
you. Your brand is the sum of many conversations and
interactions and leverage your influential relationships to
@equintanilla
bring out the best.
As marketer’s we are the brand keepers, we have to think like a chess
master and be thinking 2 -5 steps ahead to keep putting our best foot
forward and empower our fans to have the right message to share your
best brand stories in a relatable way.
24. 5 T’s of Word of Mouth Marketing
Type The Questions Action Steps
@equintanilla
Talkers
– Who will tell their friends
about you?
Find the people who will talk
about you
Topics – What will they talk about? Give people a reason to talk
Tools
– How can you help the
message travel?
Help the message spread
faster and farther
Taking Part
– How should you join the
conversation Join the conversation
Tracking
– What are people saying
about you?
Measure and understand what
people are saying
Source: Andy Serenovitz
25. Top 10 Tips to Improve Word of Mouth
10) Happy Customers are your best advertising ..
@equintanilla
Make people Happy
9) Marketing is easy .. Earn the respect and
recommendation of your customers .. they will do
your marketing for you for free.
8) The customer experience is your brand .. that is
what is talked about. Join the conversation
Source: Andy Serenovitz
26. Top 10 Tips to Improve Word of Mouth
7) Listen to Negative Word of Mouth and learn ..
@equintanilla
improve and be authentic
Dealing with Negativity:
Build credibility before you need it
Bring replies to your own website
Let your fans answer the problems
Never get caught by surprise
Source: Andy Serenovitz
27. Top 10 Tips to Improve Word of Mouth
@equintanilla
6) Be Interesting or Invisible
5) If it is not worth talking about, it is not worth doing
..
4) Honest marketing makes more money
Source: Andy Serenovitz
28. Top 10 Tips to Improve Word of Mouth
3) Use the power of Word of Mouth to make business
@equintanilla
treat people better
2) More fun to work at a company that people want
to talk about
1) Make the story of your company a good one!
Source: Andy Serenovitz
29. Top 10 Tips to Improve Word of Mouth
@equintanilla
Does your brand deliver a memorable experience?
Before buying?
During the transactions?
After the transaction?
Does your organization breathe the brand through all points
of the buyers journey and channels?
30. @equintanilla
Tip: Connect with Objectives
• E - ENTERTAINING
• I - INFORMATIONAL
• E - EDUCATIONAL
• I - INSPIRATIONAL
• O – OBJECTIVE: What
was the point of doing
all the work?
Source: https://nutlug.wordpress.com/2010/09/24/old-macdonalds-method-for-creating-engaging-content/
50. @equintanilla
DURING PRESENTATION:
DUE TO THE TIME ALLOTTED FOR THE
WORKSHOP THE FOLLOWING SLIDES
WHERE NOT INCLUDED IN THE
DISCUSSION WITH THE ATTENDEES
51. @equintanilla
Relevant (Timely
and interesting)
The audience cares
about and enjoys this
content
Messages are on
brand and reflect the
core benefits of the
organization in audience
perspective
51
Engagement
Commitment
Time and resources are
devoted to building a
foundation – content,
community, feedback
The internal team is
invested in the effort, helps
generate conversation and
feels the benefits of a
growing community
Talkable: Have a
conversation
People are interacting
more frequently, or more
deeply
Connection: Build
your community
Builds connections:
People are sharing and
make recommendations
daily
People try things from
peer recommendations
Source: Cultural Strategies - www.cultural-strategies.com
Armando Rayo, VP, Engagement - arayo@cultural-strategies.com
52. @equintanilla
Creating Advocates
INSPIRE
Inspire people to take action
that changes the world
•Engage
•Passion
•Story
•Create Possibilities
•Connect
•Open Doors
•Be Relevant
•Diverse & Inclusive
•Innovate
•Create Relationships
EQUIP
Equip people with skills,
knowledge & abilities
•Educate
•Skills
•Abilities
•knowledge
•Information
•How to’s
•Leadership
•Talking Points
MOBILIZE
Mobilize people & networks
to take action.
•Call to Action
•Resources
•Step by step
•Online/offline Transition
• Incentives
•Create Advocates
Source: Cultural Strategies - www.cultural-strategies.com
Armando Rayo, VP, Engagement - arayo@cultural-strategies.com
53. @equintanilla
Earned, Owned, & Paid.
Social works best when you use the
classic definition of marketing: that it’s
about relationships with customers
and the actual conversations.
Tip: Don’t be a
NASTY
NETWORKER!!
55. @equintanilla
Tip: What to post ..
Add Social
Media Icons to
your email
campaigns and
all landing
pages.
56. Content Tip: Bring Offline to Online
@equintanilla
Don’t overlook the
obvious!
Touch Point:
interface of a product,
a service or a brand
with customers, non-customers,
employees and other
stakeholders –
before, during and
after a transaction
respectively a
purchase.
62. @equintanilla
Marketing Takeaways
• Exposure is critical
• Control the news
• Make consumers want
more
• Be creative in your
marketing
• Find your niche
• Promote yourself in the
right venues
• Contribute to the
discourse
63. Closing
Tips!
@equintanilla
Be Yourself as a consistent, unique, and
delivering valuable experiences to those who
care the most about you!
Be sure to evaluate:
1. Visual Identity
2. Advertising and Media
3. Community and Partnerships
4. Sales and Customer Service
5. Online Presence
65. @equintanilla
Thank You!
Elizabeth Quintanilla
Elizabeth@marketinggunslingers.com
@equintanilla
@mktggunslingers
Notes de l'éditeur
3 Reasons People Talk about you: You – They like you and Your stuff Me – Talking Makes Me Feel Good Look smart, help others, feel important Us – Feel connected to the group
Honest Points – say what you believe, say who you represent, never lie about who you are
Every successful business has one thing in common … PEOPLE
Delight your customers and create a customer experience ..
Every customer touch point is a talking point
Word of Mouth Marketing: giving consumers a reason to talk about your brand, service, or product ~John Moore
Perhaps you remember the “Old Spice” commercial were this sexy man was going through funny situations and you actually watched the commercial to laugh. This situational comedy still exists and perhaps you may have enjoyed the “Don’t Touch my Dart” commercials featuring a well-known comedian and his annoying neighbor. Part of being memorable is leaving a favorable impression and laughter is a subtle way of persuading someone to “like” you just a little bit more than the alternative choice.
Talkers have passion, credibility, connections, and opportunity
Motivate talkers: Always say yes to a volunteer, make them feel important, make it fun, throw a good party
Good Topics are portable: You should Try _________, it’s ____________ or Can you believe ________ did _______?
Whatever your customers are talking about is a amazing topic
Extrodinary customer service, be silly, partner with a charity
CampusLIVE paid Lindsay Lohan about $3,500 for one tweet which resulted in 4,500 clicks to their website. This equates to $o.77 cent a click and at this price point celebrity tweeting competes with Google Adwords and Facebook advertising.
Control the news: One of the best marketing tactics is to befriend others; groups, individuals and/or news organizations. Let people and organizations know what your business is about, how you benefit the community and upcoming events. Toot your horn so that the entire world may hear the music.
Consumers are eager to be reminded of exciting events, have their minds taken off negative aspects of the economy and learn about savings or events that will benefit them. Vera Wang is rarely if ever photographed walking down the streets of NY. Wang did something unheard to promote the Kardashian wedding gown. About one week before Kim’s wedding, Vera and Kim were photographed together walking down a NY street.