WOM doesn't lie

For many marketing people, a new way of persuading audiences to buy is just another, albeit difficult, challenge in a row of developments that started somewhere after the soap powder era.

For some businesses it's just another challenge and a reminder that maybe you can never really persuade a business 'audience' to buy something that doesn't work or they don't need.

For others, and I count myself and the people I work with among them, it's a reminder of why we're in the business and a re-affirmation of a heartfelt belief that we're not in the business of smoke & mirrors but here to quite honestly help communicate the truth, well. And, that if we do that, then the most natural outcome of showing someone the light, is that they pass it on.

So this is great, but no great revelation. Word of mouth was always a channel, but one never focused on dues to the fact that more controllable channels were producing results. But since the soap powder days, those controllable channels have been yielding less and less results. Word of mouth has become almost an underground channel where people can talk to each other without the manipulation of marketing.

Our approach to it therefore has not got to be one of manipulation but one of facilitation, yes?

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COMMENTS

Briony on July 28, 2008 3:52 PM

I agree. Word of mouth has always been the most effective way to make a sale/promote your services, however, the hardest to influence and measure.

It feels like, with the new era of social media forums/blogs/sites etc. word of mouth will become easier to infiltrate in the business world. People are always looking for a recommendation, so maybe the "experience" of a brand/service/product will become the focus for marketers? and the recommendation will flow natrually?

David Thomas on July 28, 2008 10:12 PM

Briony - Absolutely 100%.

Recommendation for something like a tent that only costs a 100 or so pounds - close to my heart at the moment after a couple of nights camping - is essential - and it's easy to find the right forum; either online or at the campsite I was on this weekend.

B2B (or B to B if you agree with my super talented colleague Caspian) needs... like REALLY needs those trusted forums - and the second they get infiltrated, they're worthless. The b2c world is trying everything from bzzagent.com to ill advised things like paid for recommendations in a desperate attempt to control the sources and though I can understand the motive I'm totally against the incentivised concept.

Definately do the right thing and the 'recommendation will flow naturally' - we just need to create the rivers?

Any ideas - fancy starting a joint river creating venture?

(huge burst of thunder and light dimming after I typed that - could be a bad sign!)

Briony on July 29, 2008 11:10 AM

Just had a look at Bzzagent. I agree. Not really the right way to get word of mouth generated. No matter how honest the "agents" are, they will always feel slightly biased towards the brands they like...

I think a river creating venture is a great idea!

I feel a little lost as to applying word of mouth in the business world at the moment. Obviously if I go to a good hairdresser or restaurant, or upgrade my mobile phone and I have a postiive experience, then the first people I will tell are my friends. But how do we get the right business people talking to one another? in the right place at the right time?

Unless they are part of some network where they can share this information, then it seems any possibility of a recommendation will be lost in time.

How do we create the river? What is it? Where does it flow from and who to?

David Thomas on August 2, 2008 11:15 PM

No one said it would be easy!

77% Of word of mouth is face to face.
only 6% Of word of mouth is online.

Source: North Eastern University

A while back we were concerning ourselves (and still should) with joining up sales and marketing. We need more than ever to do that to have people on the street able to encourage face to face. We also need on and off-line programs - and we need it joined up at a high level within companies. A traditional 'Marketing department' may not have this over view and reach. It could be managed at brand level - but this would mean the 'brand department' taking on a very different responsibility.

A lot of change - but also a lot of necessary pressure to change.

(contact me directly to take about the 'river'!)