[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.] “The customer is always right” is a tricky phrase. The heart of it, unflinching customer service, is well meaning — but frankly, sometimes your…
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WOM Tip #224: Join the conversation in your own way
A lot of marketers have some anxiety about jumping in on popular conversations to get attention for their business: What if we just look opportunistic? What if we don’t have anything to add? But using what people are already talking about is one of the easiest ways you can earn word of mouth — you…
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WOM Tip #219: Ask your fans to get in on the joke
Newcastle is known for their tongue-in-cheek advertising, showing actors reluctantly endorsing their stuff, making a social media presence for a cardboard beer coaster, and sponsoring this post on Gawker: “We’ve Disguised This Newcastle Ad as an Article to Get You to Click It.” For this social media campaign, they asked their fans to submit photos…
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Video: How Michelin earns word of mouth influence in forums
The automotive industry has some of the most passionate talkers. Experts, enthusiasts, celebrities, car guys, and just people looking for answers to their car questions come to the same place: online forums. For brands like Michelin, that’s fantastic for market research, understanding their customers, and hearing what people have to say. But according to Michelin’s…
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WOM Tip #169: Re-energize word of mouth by repackaging your stuff
Crayons have a word of mouth problem: Like chocolate, Shakespeare, and coffee, everyone knows they’re great, and everyone’s heard of them, so it’s harder to start conversations about them. To get people talking about crayons again, Crayola had to do something creative. But instead of creating a promotional campaign, they created a new package —…
