People tend to only remember the extraordinary. You need to ensure your ideas and marketing reflect the extraordinary. This doesn’t mean you have to have a product or service that is completely out of the norm, in fact, this could easily drive customers away. Rather, your product or service must be high quality and easily marketable, and then you work to market it as extraordinary and innovative.

As you research Word of Mouth (WOM), there are some questions you should be asking yourself along the way:

There are two main reasons why WOM research is so important:

  1. To get the real impression and feedback from customers;
  2. To define the term WOM itself and the concept it creates.

There is a simple formula that can help you conduct your WOM research. It’s called the “2-2-2” model.

2-2-2- Model

What this formula breaks down to is:

In each of these groups you need to ask the following questions:

  1. What would you tell a friend?
  2. How would you persuade a skeptic?
  3. What questions would you anticipate from a skeptic?
  4. How would you respond to their objections?

The best way to conduct these groups is via teleconference to ensure you will get a good variety of demographics for your customers and potential customers. A teleconference medium also allows people to feel safe and more at ease expressing their true feelings. These teleconferences should not be conducted by you, but by an independent party to avoid adding pressure to the situation.

We’re going to transition a bit and look at how to construct a WOM campaign. First, we’ll take a look at the essential ingredients required to put together a campaign. These ingredients are:

Once you have the above components solidified, you should consider the situations in which your company can benefit from a strong WOM program. Some of these situations include:

While most of the WOM tactics are positive for your WOM program, the following is a list of products that you should avoid using in this program:

This concludes our post on WOM research and how to utilize that research when developing your WOM campaign. If you need help with your research and a plan to use the results of that research, please reach out to me for guidance.

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