[Welcome back to our Word of Mouth Marketing Lessons newsletter. This is text from the great issue all of our email subscribers just received. Sign yourself up using this handy form.]

Niche groups are powerful. People who join smaller groups for specific interests are different from other fans because they’re not just chasing a trend — they’re personally connected or passionate about the topic. Niche groups have different types of talkers, and that presents a great word of mouth opportunity.

Here’s how some companies are getting the word out about their unusual causes, groups, and products:

1. Use some inside humor
2. Get your biggest talkers involved
3. Reach a wider audience

1. Use some inside humor

Unless you’re a Price Is Right fan, you probably don’t hear about the importance of getting pets spayed and neutered often. But it’s a cause one organization takes up each year with a very special fundraiser: the Spay-Neuter Services of Indiana Nut Sale. Like Girl Scouts and cookies, SNSI asks their members to help sell nuts to their friends and family and spread the word about getting pets fixed. The underlying joke is cheeky yet subtle and gives their members an opportunity to bring up an otherwise unusual topic.

2. Get your biggest talkers involved

NABS Vintage Intern program

Photo thanks to NABS.

A fundraiser for communication industry workers who are unemployed due to injury or illness targets a pretty specific group of folks. So to raise money for this niche group, one organization focused on the industry’s biggest talkers: the bosses. The National Advertising Benevolent Society of Canada holds a “Vintage Intern Auction” in which companies can bid to have an executive come work for them as an intern for a day, sending all of the money to the charity. And although the site says it’s about taking revenge, we know that the executives who chose to participate must be some pretty nice folks.

3. Reach a wider audience

Rain bachelorette t-shirt

Photo thanks to our teammate, Cale.

Rain, a gay bar in Austin, sees its fair share of bachelorette parties. So they thought it would be fitting to ask groups of women celebrating marriage to support marriage equality at the same time. At Rain, every bachelorette party is asked to wear a T-shirt showing their support of the cause while they celebrate at the bar. Bachelorette parties are just a small, niche part of Rain’s customer base, but they’re notorious for taking tons of pictures and drawing attention to themselves. That’s a lot of cheap endorsement for Rain’s message — and a great way to bring their customers together for a cause.


Tags: , , , , , , , , , ,

Comments are closed.

Featured Downloads

Download: “The Difference Map” by Bernadette Jiwa

We’re big fans of author of The Fortune Cookie Principle and TEDx speaker Bernadette Jiwa, who says that good marketing…

Read More

The first chapter of “The Social Media Side Door” by Ian Greenleigh

Ian reveals the best ways to earn the attention of influential people using social media channels.

Read More

9 Things to Share That Start Conversations

Use the examples in this guide to help inspire ways to make your message more portable and shareable.

Read More

3 Must-Use Word of Mouth Marketing Tools

These tools will help you kick off any word of mouth campaign no matter what topic, industry, or budget.

Read More

The Top Four Tips for Multiplying Your Word of Mouth

These tips can help you get your marketing to do more work without a lot of extra effort.

Read More

10 Ways to Turn Around Negative Word of Mouth

The most effective ways to stop negative WOM with examples from Zappos, FedEx, Dell, and more.

Read More
Get our free weekly newsletter

Join 35,000 brilliant word of mouth marketers by signing up for our free weekly email newsletter filled with actionable word of mouth ideas.

You’ll be blown away by just how good you can be at this.

Never display this again