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Word of
Mouth Marketing Works
You can't deny it:
word of mouth works.
And the most fascinating
things about WOM are the little stories, encounters and contexts in
which it is spread. Me, I monitor my company's word of mouth in a WOM
journal. (I suggest you do the same with your company.)
Anyway, the WOM Gods have
been good to me this year, so here are 11 recent encounters that
have boosted sales, increased visibility and enhanced crediblity. Enjoy!
JANUARY 18, 2006: Today I
did an interview on my local FOX affiliate. How did I secure that spot?
Well, the lead anchor for the network was getting his hairs cut by the
fiancé of a client of mine. He was telling her a story about a nametag,
which prompted her to spend several minutes telling him about my
business.
THE WORD: it's not about
sneezers, mavens or specific people - everyone spreads WOM. Everyone.
All the time. And they do so when you own a word in their minds.
Remember: mindshare, not marketshare.
APRIL 1, 2006: According to
one of my clients, the reason she hired me was: her boss left my
business card on her keyboard with a sticky note that read: get this
guy!
THE WORD: make your
business card SO good, that people not only keep it, they show it to
their boss.
APRIL 12, 2006: Went to the
new Busch Stadium yesterday. Everyone was excited about the Text Message
Board. For $2.99 you could send a text message to the number 78364 and
minutes later it would appear on the screen for 50,000 people to see.
So, on opening day I messaged, “HELLO, my name is Scott!” Unfortunately
the screen malfunctioned and I never saw my brand name during the game.
However, today my parents went to the game and during the third inning,
they saw my message. They called me right away to give me the exciting
news. After they hung up, the man sitting next to them said, “Wait, The
Nametag Guy is your SON?”
THE WORD: word of mouth
thrives in serendipitous "No way!" moments.
APRIL 22, 2006: After
hearing me speak at a BNI meeting last night, my friend Curt had lunch
with one of his out of town colleagues who said, “Hey, have you heard
about this guy who wears a nametag all the time?” Curt then spent the
rest of the meal reading his speech notes to his colleague!
THE WORD: the best
spreaders of WOM are your fans. Again, that's FANS, not customers.
MAY 7, 2006: Today my
friend Ed invited me to be a guest at his church. During the sermon his
pastor asked everyone in the congregation to “greet their neighbor.”
When I introduced myself to the guy next to me he said, “Oh yeah, Scott!
I know you! You’re Ed’s friend who wears the nametag.”
THE WORD: word of mouth
isn't limited to business hours, or even to businesses! It happens
everywhere.
MAY 25, 2006: Last week I
emailed my friend Karen with a link to the story I contributed to in
FastCompany. As a writer for the St. Louis Post Dispatch, she
unexpectedly posted my story on her Business Connections Blog. Today my
picture and website appeared on the front page of the paper. Wow.
THE WORD: coverage
online often leads to coverage in print.
JUNE 19, 2006: Last night
during dinner with my friend and fellow speaker Jeff Magee, I told the
story about getting a nametag tattooed on my chest. A few minutes later,
the women at the table next to us said, “Excuse me, but, aren’t you that
guy who wears the nametag all the time? Yeah, I saw you give a speech
once! You were great!”
THE WORD: you never know
who might be listening, so you better be honest, consistent and
authentic.
JUNE 20, 2006: After my
speech in Ellensburg, WA today, a woman from the audience told me that
she’d just had dinner the night before with a woman who’d seen me speak
before. Her friend said, “You’ve got to get that guy to come to
Washington!”
THE WORD: if people say,
"Your ears must be ringing!" well done.
JUNE 23, 2006: Attended a
wedding in Chicago this weekend. My childhood friend Andrew introduced
me to his girlfriend. She asked why I was wearing a nametag and I told
her. She then responded by saying, “Wow! That’s so funny. Have you heard
about that guy who wears a nametag all the time?” I asked her if I was
the guy she'd heard of. She said, "No Scott, it couldn't be you - this
guy's CRAZY! He's even got a nametag tattooed on his chest!" I showed it
to her. She was speechless. Like, for the rest of the night.
THE WORD: if somebody
doesn't believe you're the person they've been hearing about, you better
be prepared to prove it to them!
AUGUST 12, 2006: Today I
got an email from a woman who said, “Scott, I was reading your books on
my flight to Houston yesterday. The guy next to me asked about them, so
I spent the entire plane ride talking about you! He’s going to order
several copies for his business!”
THE WORD: is your idea
cool enough that complete strangers would ask someone sitting next to
them on a plane what it's all about?
SEPTEMBER 5, 2006: Spoke at
a college in Santa Barbara yesterday. My client asked me, “Hey Scott,
did I ever tell you how I came across your name? Well, my former partner
from Delaware was a big fan of yours. He actually created a program at
his university based around your first book that won him an award! He
let me borrow it, I went to your website, and three years later, I
booked you!”
THE WORD: it takes time.
Sometimes years. But when it catches up with you, it does so in a BIG
way.
LET ME ASK YA THIS...
How is WOM working for your business?
LET ME SUGGEST THIS...
Keep a WOM journal. Date it. Localize each entry. Figure out the trends,
the lessons, the stuff you did right. Repeat often.
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© 2006 All Rights Reserved.
Scott Ginsberg, aka "The Nametag Guy," is the author of three books
and a professional speaker who helps people maximize
approachability, become unforgettable and make a name for
themselves. To book Scott for your next association meeting,
conference or corporate event, contact Front Porch Productions at
314/256-1800 or email
scott@hellomynameisscott.com |
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