Word of Mouth (WOM) is a powerful means of consumer communication. You might be surprised to learn that most consumers spread their love of a product or service offline, in face to face conversations. Online word of mouth accounts for only a small percentage, according to a recent study.
A new study published this month by the Keller Fay Group reveals where the word of mouth conversations are taking place:
- 72 % in face-to-face conversations
- 18 % over the telephone
- 3 % by email and IM
- 3 % by text message
- 1 % by online chat or blog
If you suppose the leading-edge groups (Gen Y) are different, think again. The numbers are virtually the same: the word is also spread face to face (63%) and over the phone (17%).
The implication is that, while consumers may be looking online, they are spreading the word offline. Thus, professionals and businesses should not abandon traditional marketing and media, including point of sale and promotions.
The King is Dead, Long Live……?
In the past, television was the dominant medium for advertisers to get the word out. Easy. Run your commercials incessantly until everyone asks “Where’s the beef?” (remember that meme). Television no longer dominates and the Internet has not yet stepped in to replace it, yet. So with no single medium in control of the message, professionals and businesses should spread their advertising bets.
How to Stimulate Consumer Talk: A Question of Balance
Creating positive consumer reaction requires a multi-faceted approach, where online and offline methods complement and reinforce your message. If you offer something of value and want more people to hear your message, fall in love with you, and then tell everyone they meet how great you are, here is a balanced game plan:
- Seed the online (and offline) influencers or opinion leaders with your message. For start-ups, there is no better influencer than TechCrunch. For real estate professionals, reach out to the blogs at the head of the food chain and advertise with them if you can’t score a free promotional write-up. And don’t neglect online press releases via PRWeb. Offline influencers include academics, columnists, association leaders and celebrities.
- Hold in-house events and promotions to attract consumers. Use print ads, signs, mailings, newsletters, etc. to advertise the event. Complement the effort with posts on your blog, and others, informing readers what’s happening at your place. If you have a promotion, put a prominent button on your sidebar.
- Use Education to draw a consumer congregation. Try holding a seminar with other related professionals to teach consumers what your professional expertise has taught you. Give away booklets and other “keeper information” that will reinforce the message that you are a professional with knowledge and expertise a consumer can trust to help them get what they want. Offer classes at your office for “First Time Home Buyers”. Have the educational materials available on your blog and get them on others.
- Advertise on television or cable. Try Spotrunner or Cheap-tv-spots.com. Use video on your blog to promote yourself. Post them on YouTube. Go for the unique, creative, innovative. Break a rule.
Once consumers realize you provide value and can satisfy their needs, they’ll tell 2 friends, and then they’ll tell 2 friends, and so on and so on and so on.
Related Posts:
Word of Mouth Advertising
Seed Marketing: The Silent Invasion
5 Ways to Market Yourself As An Expert (there’s a tip on how to get a free cruise)
The Best Place to Put Your Ad : Place Marketing
Spot Runner: Real Estate Advertising on TV
How Video Makes Real Estate Agents Stand Out
Nice information. I have been on the phone most of the day calling clients and friends. There really isn’t a better way to really connect than to talk with a person one on one. In person would be better but as it is it takes days to simply call the people I know and say hello. I am always honored when they mention that they ave been reading my blog.