[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.]
This week we’re asking you to take a look at the stuff you already have that could lead to great word of mouth topics — stuff that won’t cost you a thing to share. In this issue, we’ll show you how Art Series Hotels, The Boston Globe, and Panera Bread are using what they’ve already got to inspire tons of fantastic conversations:
1. Let them stay longer
2. Let them have some space
3. Let them give back
1. Let them stay longer
As long as no one else needs the room, Art Series Hotels in Australia lets their guests stay past checkout time at no extra charge — because, why not? If they haven’t booked the room anyway, they would rather earn their customers’ appreciation and word of mouth instead of kicking them out before noon. That gives Art Series more time to show their guests how awesome they are, and it gives their guests a great story to tell their friends.
2. Let them have some space
That back room in your office no one uses could be where you stash your empty boxes, or it could be a word of mouth opportunity. For example, The Boston Globe is offering their extra office space to community projects, startups, and local businesses. That means more people are coming in and out of their doors and more people have an opportunity to have a relationship with these companies.
3. Let them give back
Panera Bread bakes fresh bread and pastries every day. So instead of throwing away what they don’t sell, they give it to charities and hunger relief programs at the end of each day. They’re turning would-be trash into goodwill that doesn’t cost them a thing. Panera’s hunger relief program isn’t just nice, it’s an inspiring story to share.
