Focus on Your A&E’sMarch 5, 2008
Two of the best books I’ve read related to the topic of word of mouth marketing are “Creating Customer Evangelists” and “Citizen Marketers” both written by Ben McConnell and Jackie Huba. Both books illustrate and highlight the importance of a company’s Advocates and Evangelists or what I call your A&E’s. It’s cost effective for small businesses to focus on their A&E’s, giving them information regularly, introducing new products and services to them first so that they can do what they have done for you in the past…sing your praises to whomever will listen.
How do you find your A&E’s? They are the ones that refer clients to you, that are your most loyal, that write notes about something you’ve done for them, that give you testimonials and most of all have people that listen to them. One of the first steps in creating a word of mouth marketing campaign is to identify this group. It’s a good idea to get as much information as you can about what makes them tick, what motivates them and what is it about you that they like so much. Satisfy your A&E’s because they can bring you new business.