[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.]

It’s hard for a small, specialty store like The Tile Shop to compete with huge retailers like The Home Depot or Lowe’s. But while they can’t match them in size, they can build customer loyalty by helping people do great projects.

Here’s how The Tile Shop’s customer service inspires word of mouth:

1. Teaching
2. Tools
3. Tours

1. Teaching

Every Saturday, The Tile Shop holds DIY classes in their stores. Employees show customers how to set floor tile, teach them how to prep for a project, or answer specific questions about advanced topics. These classes are great because they get people back in the store and help them build relationships with The Tile Shop employees. These classes also set their customers up for a big word of mouth motivator in the future: the pride they’ll feel after completing their own tile project.

2. Tools

On their website, The Tile Shop shares tons of videos and PDFs on DIY projects, how to fix common tile problems, and other “handy person guides.” This isn’t just about useful content — it’s about making sharable word of mouth tools. By putting this content in formats that are easy to share, they’re making it easy for their customers to pass along great stuff.

3. Tours

When you step into The Tile Shop, it can be overwhelming. There are rows of different types of tile and showroom-style displays everywhere. To help you figure out where to start, an employee will immediately offer you a tour of the store — every time. That welcome is a great first impression, and it gives customers lots of information about tile and the industry. Since people love to look smart, the more insider information you give your customers, the more likely they are to tell other people about it.

email

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