When you’re selling a solution, it’s easy to focus too much on the problem. Commercials for scented trash bags and air fresheners, for example, usually make you cringe by focusing on all of the nasty smells you need to cover up. But what if they did something to make their customers smile instead of cringe?…
WOM Tip #390: Make your purchase process more fun
Most public transportation services have a chocolate problem — everyone’s already heard of them and there’s not much else to talk about. For example, buying a subway ticket is a mundane, daily occurrence for some commuters in Moscow. But to celebrate their country hosting the 2014 Winter Olympics, Moscow’s subway systems installed a machine that…
WOM Tip #205: More personal = more remarkable
If you’re like most people, your mailbox is full of bills and junk. Nowadays, it’s not often that people get truly personal stuff in the mail. So to make their direct mail more direct, a Porsche dealership took one of their cars to a nearby neighborhood for a photo shoot. They took pictures of the…