People are really good at ignoring your ads and blowing off your cold calls. But when a fan makes the introduction, it’s a whole different experience. Instead of spending so much time trying to interrupt new customers, help existing ones do the talking.
Give talkers lots of tools to introduce you to their friends. Supply them with extra free samples, coupons for their buddies, and lots of handouts and giveaways for them to share.
How a word of mouth marketing supergenius does it:
When Chicago-based Potbelly Sandwich Works opened their first location in Austin, Texas, they rented a postal mailing list of people who had recently moved from Chicago to Austin and sent each of them a single-page, hand-signed, hand-addressed letter, letting them know the sandwiches they loved so much back home were now available in their new city.
To top it off, the note also included 10 coupons for free sandwiches for them to share, encouraging them to bring their new friends in to try out the restaurant.
