Think B2C2 for Effective WOMM in Urban Markets

A key requirement of successful word of mouth marketing campaigns is to identify advocates and evangelists. These are the centers of influence, people who are connected, respected and never neglected. If you’re a company that wants to implement a word of mouth marketing campaign in urban markets, specifically among the African American community, think B²C² for influencers. Okay, so what is B²C²? I thought you’d never ask.

B²C² are Barber Shops, Beauty Salons, Churches and Clubs. These are the best places to begin because it’s where many influential African Americans congregate, contemplate and celebrate.

The Prostate Net’s Barbershop Initiative demonstrated the effectiveness of this approach when they reached out to barber shops to raise awareness about prostate cancer among African American men.

Sharp Talk with Al Sharpton on TV One features this renowned civil rights activist holding court discussing issues of the day in a barber shop. The show illustrates the very type of interaction and discussion that takes place on many a Saturday all over the country.

Clubs are where companies can reach young urban professionals. There are many types of clubs that cater to this segment, not all of which are social clubs. Included in this category are the various professional associations and fraternities where key influentials come together.

The Church has been and continues to be an important institution in African American culture. Church pastors are some of the most influential figures in the African American community and church functions are also venues where people share ideas, thoughts and advice on a range of topics.

If you are a business or organization seeking to increase your presence and brand awareness within the African American community and you’re looking to do accomplish it through word of mouth marketing then be sure to think: B²C²

Five Steps to Planning a WOM Campaign

Small business owners often operate under the mistaken assumption that word of mouth is out of their control and that what ever will happen will happen. However, while it is impossible to control word of mouth, it is very possible to influence what people say about a company product or service.

Providing a superior product and/or world class customer service is one way to influence consumer conversations and it is an absolute must for businesses considering a word of mouth marketing campaign. It seems simple, yet so many businesses, small medium and large, provide mediocre products and less than stellar customer service.

I am certain that readers of this blog are not among the mediocre product and service bunch. So if you have the basics in place, great products and service we can talk about creating a campaign to promote, sustain and foster positive word of mouth. There are five steps in planning and developing a word of mouth marketing campaign:
• Identify Your A&E’s
• Develop the Right Stuff
• Facilitate The Conversation
• Get In The Game
• Measure

For more information how to plan a word of mouth campaign, e-mail us at info@glmarketresearch.com for a copy of our latest white paper: Planning and Developing a Word of Mouth Campaign

How You Perceive Your Customers is Reflected in your WOM Campaign

A marketers customer view will dictate the word of mouth marketing approach they will use. Marketers that have a transactional view of customers tend to focus on building awareness versus building a relationship.

Far too many small businesses think of their interaction with customers as a transaction. In other words, we focus intently on making the sale, closing the deal. The deal becomes the focus. Just get that paper, the cash, the Benjamins. As a result,we do things that make it really difficult to establish a meaningful relationship.

In a transaction the focus is on completing the deal as quickly as possible so we can move on to the next prospect. We could care less how the customer feels once we’ve delivered the product or service and get paid. It’s “me” oriented and in some cases it’s very obvious to the customer.

Treat your customers like that on a consistent basis and the word on the street will be something like, “all XYZ company wants is your money, they really don’t care about you”

Now if on the other hand we view our interactions with customers as a relationship, our focus will have to be much different. In a good relationship, you can’t be focused on yourself. Instead you’ve got to take into consideration, what the other person’s needs and feelings are, especially if you’re trying to establish a long term relationship. It’s “we” focused, creating a win-win situation for both parties.

One of the best ways to generate positive word of mouth is your approach to customer relations. Focus on the “we” instead of the “me” and your customers will notice and tell others.