What Folks In Small Towns Have Known All Along About Word of Mouth
By Gina Cuclis
Word of mouth marketing has become a hot topic among marketers. It now even has its own trade association — the Word of Mouth Marketing Association, or WOMMA. WOMMA defines word of mouth marketing as "giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications." In other words, corporate maketers are paying attention to what small town business owners have known forever. People's purchasing decisions are influenced by people they know and trust. In a small town, it doesn't take long for word to get around if a restaurant's food is mediocre or a hairdresser gives a lousy haircut.
Studies Show Word of Mouth's Power
Numerous studies show word of mouth's influence. A poll earlier this year by the market research firm TNS indicated the number one trusted source was "recommendation by friends." A recent study of US Internet users by the research firm Mintel showed that 34% who bought a product or service based on a recommendation got that advice from a friend or relative, and 25% made a purchase based on a recommendation from a spouse or domestic partner.
Internet Buzz
New digital communication tools are a reason word of mouth has developed as a specific marketing strategy. Social media allow brand enthusiasts to create online communities connecting people from around the world. And like in a small town, the Internet also quickly spreads the bad news from an unsatisfied customer.
A Local Example of Successful Word of Mouth
Wired Sonoma, which is a networking site that also has face-to-face events, has grown by word of mouth. There was an article in the local newspaper when it launched earlier this year, but since has grown by people talking about it. I joined after a member told me about it and then I suggested it to my husband. An example of a Sonoma men's clothing business that has survived for more than 50 years, because of positive word of mouth by generations of satisfied customers, is Eraldi's. It has no web site, but lots of positive online reviews.
To learn more about word of mouth marketing, check out WOM 101 on WOMMA's website.
Word of mouth marketing has become a hot topic among marketers. It now even has its own trade association — the Word of Mouth Marketing Association, or WOMMA. WOMMA defines word of mouth marketing as "giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications." In other words, corporate maketers are paying attention to what small town business owners have known forever. People's purchasing decisions are influenced by people they know and trust. In a small town, it doesn't take long for word to get around if a restaurant's food is mediocre or a hairdresser gives a lousy haircut.
Studies Show Word of Mouth's Power
Numerous studies show word of mouth's influence. A poll earlier this year by the market research firm TNS indicated the number one trusted source was "recommendation by friends." A recent study of US Internet users by the research firm Mintel showed that 34% who bought a product or service based on a recommendation got that advice from a friend or relative, and 25% made a purchase based on a recommendation from a spouse or domestic partner.
Internet Buzz
New digital communication tools are a reason word of mouth has developed as a specific marketing strategy. Social media allow brand enthusiasts to create online communities connecting people from around the world. And like in a small town, the Internet also quickly spreads the bad news from an unsatisfied customer.
A Local Example of Successful Word of Mouth
Wired Sonoma, which is a networking site that also has face-to-face events, has grown by word of mouth. There was an article in the local newspaper when it launched earlier this year, but since has grown by people talking about it. I joined after a member told me about it and then I suggested it to my husband. An example of a Sonoma men's clothing business that has survived for more than 50 years, because of positive word of mouth by generations of satisfied customers, is Eraldi's. It has no web site, but lots of positive online reviews.
To learn more about word of mouth marketing, check out WOM 101 on WOMMA's website.
Posted by Gina Cuclis at 6/24/2009 2:59 PM 
Categories: Marketing, Social Media
Tags: wired sonoma word of mouth marketing
Categories: Marketing, Social Media
Tags: wired sonoma word of mouth marketing
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