As a Small Business Consultant at Renfrew County Community Futures Development Corporation I help businesses during their start up period. In combination with a business plan, I encourage clients to also create a detailed marketing plan.
Often people reply that they are going to rely on word-of-mouth advertising. Starting a business in today’s competitive environment does not allow the successful entrepreneur to take a passive role in advertising their business.
Combined with traditional advertising (print ads, business cards, brochures, website, etc.) an active Word-of-Mouth campaign can increase the buzz about your company.
After doing some research it seems as if Word-of-Mouth marketing has turned into an art, some may say a science. Everybody talks about products or services, from a compliment on your new haircut or shoes, discussions about a new TV show or book, to showing friends your latest piece of technology.
There are a limited amount of word-of-mouth windows. Talk is generated when a new product and/or marketing campaign is introduced or changed. Word-of-Mouth reproduces in unpredictable ways, to different networks, demographics even communities.
People need a story to talk about. Just saying a product or service is great isn’t enough. They have to have their own experience that would make it interesting. Word-of-mouth bridges product knowledge, experience and marketing power.
The basic elements of Word-of-Mouth are:
- Educate people about your product or service.
- Identify the people that are most likely to share their opinions.
- Equip people with tools that make it easier to share information.
- Observe how, where and when opinions are being exchanged.
- Listen to the feedback and comments being made.
Some ideas on how to create word-of-mouth: give clients coupons and guest cards, offer free samples accompanied by a User guide suggesting opportunities, times and activities to involve your product/service.
Create a Communication guide describing the history of the product or service, interesting facts about the design and/or entrepreneur. Give out promotion items such as a mouse pad, sticky notes, or other interesting items.
Word-of-mouth marketing is the oldest form of media, and combined with other advertising methods can be incredibly successful. Your job is to take another look at this topic, possibly create and implement a word-of-mouth marketing plan and become actively involved in creating a buzz about your company.
Janice Hollingworth
Business Development Officer
| 
