Word of mouth marketing: the basics, the principle of action

Why do people themselves talk about the product they like, about a successful purchase, about good shampoo, discounts, perfumes? Because they really like the goods about which there is good rumor. And special advertising is not needed when word of mouth works. In marketing, this term sounds more professional.

Andy Sernovitz devoted to the study of the issue of OGG - "one citizen spoke" - his book. It is dedicated to word-of-mouth marketing and talks about how enterprising companies make public opinion work in their own interests. The most interesting and useful business ideas for advertising without costs will be discussed in this article.

A few words about the author of the book

Currently, Andy Sernovitz is the head of the consulting company GasPedal. His business specializes in exploring the possibilities of the opinions of societies, communities and individuals in promoting goods, services and increasing sales.

Word of mouth marketing, the study of its capabilities brought together leaders of leading business brands.

In addition, Cernowitz gives lecture courses on word of mouth marketing at the Wharton School of Business, at the University of the Northwest, establishing the Association for Interactive Marketing and the Association for its Study.

New is forgotten old

From the end of the twentieth century, experts have known about word-of-mouth transmission of information as a tactical marketing technique.

Currently, according to Sernovitz in his book, word-of-mouth marketing has improved. Using this approach to popularizing a product, you can quickly and easily make users or consumers talk about any item they sell.

In his book “Word of mouth marketing. How smart companies make people talk about themselves. ”Andy Sernovitz claims that it’s not necessary to be recognized as a marketing guru, you just need to learn how to use communication tools between people.

It’s about these methods, tactics and rules of using public opinion or, more simply, rumors that are described in the word of mouth marketing manual.

Tell me about the purchase

This is how people work - they like to talk about products, about cars and computers, about new or old TV shows, hair products - in a word, about everyday things.

As a rule, the mentioned randomly purchased product, product or service may be criticized or someone will send their critical opinion to the Internet, and millions of people will read the criticism there.

It happens the other way around: people vying to praise your product, your services, argue that it’s good to deal with you.

They can discuss this with their neighbors or write on the Internet, where again thousands of your potential buyers will read the message.

Therefore, word of mouth marketing can have a positive or negative effect for any product or service. And this is a proven fact.

Unlimited testing of your ideas and initiatives is real if word of mouth is launched in marketing.

Most importantly, get people to talk and talk about you and your products.

Two types, two tasks

According to Andy Sernovitz, word-of-mouth marketing in the modern world makes extensive use of those tools that provide the latest achievements in the development of society.

Nevertheless, the concept is such that this method of conquering the market poses two main tasks:

1. Give people a reason to talk about you.
2. To do everything so that the conversation goes at ease and in the direction you need.

Control and lack of spontaneity - a clearly planned course for communication with the consumer.

Here is what the author writes in his book "Word of mouth. How smart companies make people talk about themselves":

It often comes down to emotions rather than the products themselves and their functions. People talk about you because they want to look smart, help others, or feel important.

The author subdivides the existing modern marketing into two main types: organic and enhanced.

Organic is connected with the desire of the consumer to praise the chosen company, the manufacturer, for example, teenagers wear t-shirts, glasses, bags with their favorite brands of music companies, fashion designers, fashion brands of clothing. Usually this type is associated with the positive qualities of your company.

Enhanced word-of-mouth marketing involves a set of measures, the launch of special actions designed to make different people talk about you or your company.

Trust company

Any company, commercial organization or novice businessman should remember that trust does not arise from the air. The product or service offered to the consumer really should be good, unusual, meet consumer aspirations. Only in this case, you can run targeted word-of-mouth marketing.

The process consists of several important elements, these are:

1. People who will tell acquaintances and friends about you are speakers, as Andy Sernovitz calls them in the book "Word of mouth".
2. An important tool is what to talk about, topic selection.
3. Decide how information about you or your product will be distributed.
4. How will you directly participate in the topic - enter into a conversation, maintain correspondence, additionally disseminate information.
5. The process of tracking all information, responding to comments, thanking for praise.

There is one subtlety in how to run word of mouth marketing, the book reads:

“Such marketing can not always develop and expand indefinitely.

You can spoil its development yourself - for example, if you start offering people money or prizes for saying good things about you. Mixing money with love is usually a bad idea. ”

Trust and once again trust, people really should truthfully tell what they like and what not.

Trust cannot be faked or bought. Correctly leave comments on the forums, always making them only on your own behalf, clearly indicating who you are or what company you represent. Prove only what you truly believe.

This is a kind of rule, a code of honor and honesty of word of mouth.

Code of Honesty or Opinion Rules

It is essentially a spontaneous media outlet. Since the buyer is at the helm, this requires certain rules to be followed.

Sundress marketing and the basics of forming a sphere of influence are expressed by the following concepts.

1. The main trend of the first significance is the mass participation of people in communication via the Internet. Network users share their impressions and thoughts on various occasions, because consumers no longer rely on the opinions of professional commentators. Most forum participants listen to virtual acquaintances who write reviews, to bloggers who constantly tell what they like and what not.
2. The second concept is the rapid flow of information to the masses. Written in the forum instantly becomes the property of many, and the rumor is spreading at the speed of light, it can not be controlled.
3. It should not be forgotten that the anatomy of word of mouth marketing is built primarily on deeds, and not on empty words. After all, it is you who become the object of impressions and emotions of people interacting with your offers. The success of the company will depend not on advertising promises, but on what you manage to do for people.
4. The fourth rule is to save and reduce costs. Increasing the number of customers, general strengthening of brand authority, increasing sales without new investments - all these are the advantages of public opinion in marketing.

Make people happier - the foundation of ethics

1. Ethics focusing on the needs of people - the most important thing in marketing.
2. The best advertisement is a satisfied and happy buyer.
3. For word-of-mouth marketing to be successful, you need to earn the respect and recommendations of customers. This is free and effective marketing.
4. Attention to the customer and excellent service is always an occasion for good reviews.
5. Word of mouth marketing is not what you are talking about, but what you produce, do, render.
6. Do not be afraid of negative reviews - this is a chance to listen, study and, having drawn conclusions, correct it.
7. If the conversation is about you - immediately enter into the discussion, lead it in the right direction.
8. When discussing with people, try to be an interesting conversationalist, or remain invisible.
9. Do not say too much, especially if you do not ask about it or there is something not for discussion.
10. The company must have a good legend or story, both about itself and about its products.
11. People are always interested in working in a company that says a lot of good things, this increases the importance of labor.
12. Try to use the power of word of mouth to improve the relationship between people, manufacturers and consumers.
13. If you comply with ethics and conduct honest marketing, then success is ensured, this type of marketing can bring more money than usual.

What does the abbreviation OTIUO mean?

This abbreviation used in Andy’s book means: speakers, topics, tools, participation, tracking.

Creating an implementation plan, you need to create your own, unique action plan and elements of OTIUO. After all, ready-made forms for word-of-mouth marketing do not exist. You will have to work and learn by trial and error in search of that idea or that concept that will work and finally talk about you.

But first of all, it is necessary to ensure that your information and message reach the right recipients. This can be done with the help of speakers.

Speakers are people too

Ordinary people can become the main channel for disseminating information. Indeed, not only customers, but also fans of the brand can become speakers. In any case, these should be people who turn to for advice with similar needs, level and lifestyle.

So, speakers can be: buyers, people from Internet forums, logo lovers who can easily create a group and actively discuss all issues of interest. In addition, in word-of-mouth marketing, company employees who are proud of their work can act as speakers, confidence and positive are always transferred to potential customers.

There is a special class of speakers - reporters, bloggers, columnists. Fans who dream of becoming a client can also become active speakers. Loyal employees. Provided that your company is good, team members will be proud of their work, and this feeling will be easily transmitted to potential customers.

It is better to immediately choose one group of speakers with which I would like to work, so it will be easier to coordinate the causes and consequences of word-of-mouth marketing.

Topic selection or news item

In order to start talking about you, you need a reason. And the best reason is a topic for conversation, because if you do not give a reason, then no one will speak.

For word-of-mouth marketing, as a rule, they do not use official address, but a quite possible simple message that carries a charge of interest and serves as a topic for discussion. Best topics ever:

• are simple;
• organic and fit perfectly into the discussion;
• easy to spread.

The topic should always be updated, trying to improve, so that it remains meaningful and effective. To do this, you need to come up with new slogans that are easy to remember and simple to repeat and disseminate.

Rumor Tips

When speakers are found and topics are chosen, the time for the spread of the rumor comes.

Here are some tips described in Andy Sernovitz’s book:

• Provide the speaker with the necessary booklets, free testers, coupons, this will expand the speaker’s ability to establish contacts.
• Offer two for the price of one will give you an additional bonus in word of mouth marketing.
• Try to make your web page or site megavirus that makes it easy for users to share links. For example, on YouTube, the user has at his disposal ready-made codes and links that can be shared by sending to social networks.
• Try to achieve a network effect by creating groups of your favorite subscribers, friends lists, group discounts.
• Pay attention to blogs, online communities, forums, this will increase the number of your participants in a conversation or discussion, post fresh information there, share ideas.
• Be honest, taking personal part in conversations and contacts, create a sense of status and privilege of goods and services.
• No word-of-mouth marketing tool has the potential to reach an audience like social media. Get actively involved in the process and don't forget to carefully follow the code of honesty. It enlivens the conversation.
• If there are positive reviews - get permission from the authors to quote and post on social networks.

Do not sell, communicating with people, this is what is written in the book:

“Do not forget that participation in communication does not imply a sale. It will be wrong to post a trade appeal in a forum or in a blog comment. This is no different from spam and dishonors your company. ”

Tracking - what people say about you

Andy Sernovitz warns that it may happen that a negative review will appear regarding you or your service or product. In this case, use a defensive strategy:

1. It is much better if a negative review appears on your site, and not on others.
2. Ask your fans or fans to respond for you.
3. Note that you should not miss the moment of the response, as conversations on the Internet are fast.
4. Try to keep the conversation calm, offer help.
5. Do not get involved in squabbles and disputes, show humanity.
6. Write to future potential readers and buyers, form a positive opinion.
7. Check the return on your answers, the result of the conversation.
8. Do something very good, fantastic for your critics.

If you keep track of the rumor in a timely manner, the company solves several problems at once, in particular, it can find new speakers, test the topic and its adequacy in the discussion, enter into a conversation and maintain communication.

To start word-of-mouth marketing, any online tools, well-established feedback, “tell a friend” templates, methods for distributing and fixing hot topics are suitable.

After all, tools that work on the network, such as popular blogs, sites with reviews, virus messages can be the most effective and fastest to start talking about you.