We talk about word of mouth carriers a lot. It’s the type of stuff that’s exciting, easy to talk about, and carries your word of mouth message with it. For example, Motoped, a motorized mountain bike company, created a “Survival Bike.” It looks like the perfect post-apocalyptic getaway vehicle. It’s outfitted with stuff like a…
WOM Tips
WOM Tip #391: Show off your most extreme self
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WOM Tip #229: Don’t just make it right, make it better
At Powell’s Books, if a customer tries to buy a used book that’s out of stock, they’ll send them a new one for the same price. That way, instead of waiting for the book to come back in stock, the customer gets upgraded. This is how a small bookseller competes with someone like Amazon. When…
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WOM Tip #227: Find your “thing”
What’s your company’s “thing?” You know, the one thing that people think of when they talk about you. For example: “Oh, that’s the hotel with the teepees.” “They’re the barber shops that give you a beer.” “That’s the restaurant that serves a donut with everything.” For The Works, a diner in Ontario, their “thing” is…
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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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 —…
WOM Tip #208: Even small swag can make a difference
FILA’s golf shorts come with a small package of golf tees. They’re there to show off the fact that the shorts have a “tee pocket,” but more importantly, they put something shareable into their customers’ hands. That makes it much easier for someone out golfing with friends to talk about his shorts. Even the smallest…
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WOM Tip #544: Partnerships re-energize word of mouth
IKEA stores do a great job of helping customers visualize what IKEA furniture could look like in their house. Dog shelters, however, have a harder time helping people imagine what it would be like to have a dog in their home. Let’s be honest. Most dog shelters aren’t very homey. So to get people thinking…
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