Posts Tagged ‘buzz marketing’

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Detroit’s Big Three Auto Marketers Should Consider Word of Mouth Marketing

December 7, 2008

The leaders of the Big Three automakers received all kinds of negative press for flying individual personal jets to the bailout hearings in Washington DC. I’m sure if their marketing people had a say in the matter they may have done something different.

Imagine the positive word of mouth they might have created with a drive across America buzz campaign. They could have stretched the 8 hour drive over the course of several days using their most fuel efficient cars . They could have featured the men and women that work in dealerships and auto suppliers in each State along the way. They could have videotaped the trip and uploaded it to their websites, giving the public a sense of the very real people whose lives would be affected by allowing the Big Three to fail.

The marketing departments of the Detroit automakers may want to adopt a word of mouth marketing perspective especially as they begin to scale back some of their mass media programs, witness Buick ending its relationship with Tiger Woods, citing their economic situation. Word of mouth marketing cannot replace traditional marketing but it can be done more cost effectively and will be more credible.

Automobile marketers will have to find more cost effective ways to get the word out about their products and a word of mouth marketing perspective may be just what they need. All marketing should be designed to create positive word of mouth, and everyone would agree the Big Three sure need some positive buzz.

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Generate Word of Mouth the Old Fashioned Way…Earn It

March 16, 2008

Creating an effective word of mouth marketing campaign requires an understanding of the natural process that consumers go through when deciding on a brand, product or service. We all seek the advice of others and are more than likely exposed to several different alternatives through the traditional forms of advertising. But during the decision making process we try and get objective and unbiased information usually from sources we trust such as family, friends and colleagues within our personal social networks.

This lies at the heart of why word of mouth is so effective. We know that the folks in our social network are more interested in our well being than they are in the well being of a company (at least we hope that they are). They will tell us the good, the bad and the ugly things they have experienced or heard about a product and share it with us.

Interestingly enough some companies recruit people to serve as brand ambassadors. Their assignment is to create buzz about a product. These brand ambassadors are given samples and other incentives to do their jobs. Sometimes this can backfire. Just ask Target.

Small businesses should build word of mouth the old fashion way…EARN IT. You earn positive word of mouth by having either great products or world class, knock their socks off service. Companies that commit to this over the long term will have a sustainable competitive edge rather than a passing fad and can avoid the embarrassment of being outed by bloggers.