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A New Era for
Word-of-Mouth
Does Your Brand Get It?



                     Created by Bader Rutter
                     as part of the Fast Forum series
Success is creating
  experiences worth sharing.

Old-school marketing is the price for being




                                                                     22
unimaginative. It relies too heavily on
management of manicured messages that
tell customers what to think about your brand
and banks on buying attention with volume                    Only
and frequency.                                                                       percent
This model’s days are numbered. In the digital          of word-of-mouth is sparked by advertising.
age, messages served by a brand aren’t as
believable when online customer ratings and
                                                                The rest is something else.
peer reviews will tell the real story, as told by
real people.




                                                    1
So what does a brand need to do to realize true potential? Change the game. Compel customers to talk
about you because they love the experience they have with your brand. In turn, customers are more
inclined to reward you with a review, pin, like or share. Before you know it, their peer network knows
about you and the phone starts ringing — a big reward for doing nothing more than giving customers
an experience worth sharing.

Ready to see how word-of-mouth can work for you?




                                                  Greater
        What you’ll get:                      understanding of
                                               why delivering
                                                memorable
                                               experiences is
       Ideas for getting                       good business
        people talking                                                        See brands that are
       about your brand                                                       creating an advantage
                                                                              with word-of-mouth



                                                     2
People have
                                                                                an average of



                                                                           130  Facebook® friends.



No one shares an average
customer experience.
At its most basic level, word-of-mouth is the story your customers share with peers about
their experience with your brand. The marketing part is when you intentionally focus on providing
customers an experience worth sharing.




                                                                                    Facebook is a registered trademark of Facebook Inc.
                                                 3
Word-of-mouth marketing is not a new concept. Restaurants are famous for relying on peer
recommendations. BtoB marketers are now in a service economy where, just like in restaurants,
product features aren’t enough. It’s increasingly difficult to sustain a position of actual product
differentiation. A longer-term approach is to act differently by providing memorable experiences
that spark word-of-mouth.




Social media now empowers a consumer who has
                                                                        Studies show that
had a remarkable experience to reach hundreds                         customers will share a
of followers. Likewise, studies show that customers
will share a negative experience with more peers              negative experience
than a positive one. These facts make word-of-mouth
more important than ever because conversations
                                                                      with more peers than a
about your brand move faster and to a much larger
group today.
                                                                        positive one.

Marketers who don’t focus on providing meaningful customer experiences won’t get talked about —
no matter how many tweets, ads and direct mail you send. If it’s average or boring, it’s not worth
sharing and it’s a lost opportunity for the brand to differentiate.




                                                      4
Take command
            of the customer experience.
                                                        Word-of-mouth is really very easy to understand. If people like
                                                        your work and trust you, they will tell their peers to do business
                                                        with you. The recipe is the same as building any solid
                                                        relationship: participate, rectify, engage, entertain, satisfy,
                                                        support and surprise.

                                                        So why doesn’t your marketing team have a focus on
                                                        word-of-mouth right now? Control. When a brand puts out a
                                                        marketing message, whether it’s contained within an online ad
                                                        or a direct mail piece, marketers are in control of the message.
                                                        When you’re allowing customers to talk about your brand, you
Client story: Make it memorable and extend it online.
                                                        have to trust that they’ll say what you want — something with
                                                        which traditional marketers often struggle.




                                                                 5
80%
                                                               of word-of-mouth
                                                               happens offline.

Plus, it’s relatively easy to put together an email
marketing campaign, but it’s much more difficult
to influence someone’s experience and reactions,
for many reasons.                                            Marketers who successfully gain some command of
• Marketers don’t traditionally have influence over
                                                            other touch points create a huge advantage for their
  service and sales interactions.                            brands. Word-of-mouth is an untapped opportunity
•  sking for a customer experience budget isn’t easy.
  A                                                          for most, and simply focusing on creating more
• Marketers have to re-evaluate the role of familiar
                                                            shareable customer experiences helps move the
  mass channels.                                             brand forward through differentiation.

                                                         6
Thousands of FREE YouTube® views for

Leverage what you
                                                              flight safety instructions and beef jerky.

                                                                Your brand isn’t
already do better.                                            too boring to spark
Is there something your brand can’t avoid doing well?
                                                                word-of-mouth.
Influence what people say about your brand when
you’re not there by leveraging what you naturally do
differently or better than your competition. Note that this
shouldn’t be focused on a product feature because your
product doesn’t need to be different to act differently.
It’s all about:
	 • Your brand personality
	 •  ow you interact with customers
      H
	 • Your unique tone in the marketplace




                                                                                   YouTube is a registered trademark of Google Inc.
                                                     7
Southwest
 Airlines

    Southwest Airlines is a great example of this. It does
    service better and it has woven shareable
    experiences into multiple customer touch points.
    It allows its flight attendants to get creative, whether
    that’s by rapping the in-flight instructions or adding
    a little dance to the seat belt and life vest
    demonstrations.

    Southwest Airlines extends its unique experiences
    beyond customer service by getting on the customer’s
    side with “Bags Fly Free” and by putting the word
    LUV next to its airline acronym SWA on the
    Departures monitor. Its stock symbol is NYSE:LUV.

    Unique advertising also can spark word-of-mouth.
    The “Messin’ With Sasquatch” campaign by
    Jack Link’s® Beef Jerky offers an entire
    experience for snackers, complete with
    television commercials, events such as
    “Sasquatch Sightings,” an online game
                                                   Jack Link’s
    and a Six Flags® roller-coaster ride.

                                                                       Jack Link’s is a registered trademark of Link Snacks, Inc.
                                                               Six Flags is a registered trademark of Six Flags Theme Parks Inc.
                                        8
Overdo and overdeliver.

         “I would make sure that
  it’s over the top. You want to create
an experience, not just an event, to give
them something they can take home and
 remember for the rest of their lives.”
     - Greg Cannon, Mycogen Seeds




                      9
Going above and beyond expectations is one way to get
    noticed by your customers and ensure the chatter about
    their experience is shared with peers. Now, there’s no
    need to overdo everything. In fact, the simpler, the better.                                                              Maker’s
    Break the routine by changing your packaging, service
    or a customer event.
                                                                                                                               Mark
    Maker’s Mark, for example, treats its customer like old friends in everything it does. These friends then
    have the chance to act as ambassadors for the brand and receive a variety of special perks, such as their
    name on a barrel of bourbon and the ability to track their barrel’s progress.




Sendik’s        Sendik’s, a local specialty grocery, offers
                 distinctive and durable red bags that are
  Bag           useful long after carrying food items home.
             As a result, every customer has the potential
         to be a walking billboard.

    Our client Mycogen Seeds also has done a fantastic job
    of creating a peer event and online community that fosters
    conversations among customers and prospects — all
    without a push from sales. It adds over-the-top elements
    to its customer events by taking participants to a Monday
    Night Football® game or having a quirky, custom
    Mycogen Seeds song sung to the tune of “Rocket Man.”
                                                                               Anything that breaks routine is a good
                                                                                   candidate for word-of-mouth.

                                                                                Monday Night Football is a registered trademark of National Football League.
                                                          10
It has to be
unexpectedly
  deviant.

       Provide an experience
       that’s truly worth sharing.
       Customers expect great products and services, so you must find a way to be unexpectedly deviant
       or clever. Ask yourself, “Would anyone share this experience?” If it doesn’t challenge what’s
       normal, chances are no one will want to talk about it.




                                              11
Never think
   your product                                                     Any change or challenge to the norms will be
is too mundane for this type of                                     found as weird by a few. That’s exactly what makes

    experience.
                                                                    them shareable! Here are a few ways to be more
                                                                    shareable:
                                                                    •  ecast the rules of the marketplace. Think
                                                                      R
                                                                      “Bags Fly Free.”
                                                                    • Find the edges of customer service and take
                                                                      
                                                                      things further.
                                                                    •  he pleasantly unexpected is definitely
                                                                      T
     For example, our senior digital strategist, Grant                shareable.
     Thekan, expects that when he stays at a Four                   •  uild marketing into the customer experience
                                                                      B
     Seasons hotel, the staff will be helpful. However,               versus just surrounding the product with it.
     during a recent stay in Chicago, he didn’t expect
     a housekeeper to go above and beyond by
     brushing his daughter’s American Girl® doll hair,
     putting her in her pajamas and gently tucking her
     into bed. It was a moment that truly delighted his
     daughter and compelled him to tell his peers about
     the extra special effort. The Four Seasons gets it.

     Even though a hotel seems like the perfect place
     for word-of-mouth, you should never think your
     product is too mundane for this type of experience.
     BtoB company WindsorOne sells lumber to builders
     and puts T-shirts with funny slogans in every shipment.                            Take a fresh look at your shareability.
     Customers can’t wait to open another box!


                                                                                                 American Girl is a registered trademark of American Girl, LLC.
                                                               12
For every dollar we’ve spent,
                                                                      we average a

                                                                $10return.
Word-of-mouth pays.
Today, real online product reviews and social media comments trump marketing messages, and
media consumption is at the point of saturation. Because of these unique challenges, word-of-mouth
marketing may be the answer for your brand. It’s an untapped opportunity for many.




                                                 13
“How likely is it
                                             that you would
                                       recommend this
                                           to a friend or colleague?”




Word-of-mouth forces you to focus on making decisions
that are good for your customer first, and it makes
understanding and improving your customer touch points
a priority. Let word-of-mouth marketing be the catalyst for
a conversation about customer satisfaction metrics, like
the Net Promoter ® Score, which is based on one question:
“How likely is it that you would recommend this to a friend or
colleague?”

People are now putting a higher value on honesty and
transparency. Provide that by letting your customers help
you tell your story. Invest in experiences worth sharing,
                                                                   Client story: Word-of-mouth can work very quickly.
and you’ll activate the most compelling message and
medium you have — your customers!

                                                                                Net Promoter is a registered trademark of Satmetrix Systems, Inc.
                                                      14
Check out these great
word-of-mouth examples
from brands that get it.
• Krispy Kreme gives its customers a reason to share their experience by providing
  
  a behind-the-scenes look at how its donuts are made.

•  outhwest Airlines lets bags fly free, something airline passengers are sure to tell their
  S
  fellow travelers.

•  irgin America’s safety video has 600,000+ views.
  V

•  endik’s, a local specialty grocer, turns customers into walking billboards by offering
  S
  durable red bags that customers will be sure to use again and again.

• Maker’s Mark treats all of its customers like friends by offering an ambassador
   program and hands-on tours.




                                                     15
These word-of-mouth
resources inspired us.
Links:                                                       Reading List:
WordofMouth.org                                              1. Word of Mouth Marketing: How Smart
                                                                
                                                                Companies Get People Talking
Word of Mouth Marketing Crash Course
                                                             2. Conversational Capital: How to Create Stuff
                                                                
                                                                People Love to Talk About
We enjoyed expounding on the opinions aggregated
in this publication from other word-of-mouth leaders,        3.  urple Cow, New Edition: Transform Your
                                                                P
events we have attended and our experiences in                  Business by Being Remarkable
helping our clients find success. If you are inspired
                                                             4.  verything I Know About Business I Learned
                                                                E
to read more about these topics, check out the
                                                                From the Grateful Dead: The Ten Most
recommended reading list. The authors are all
                                                                Innovative Lessons From a Long, Strange Trip
amazing minds who “get it” and share wonderful
ways to spark conversation.                                  5. Marketing Lessons From the Grateful Dead:
                                                                
                                                                What Every Business Can Learn From the Most
                                                                Iconic Band in History
                                                             6.  inchpin: Are You Indispensable?
                                                                L


                                                        16
Thank you to Greg Cannon for sharing his word-of-mouth story.




  Shot on location at General Mitchell International Airport, Miller Park
  and Bader Rutter HQ by the BR video team.




                                            17

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A New Era for Word-of-Mouth Marketing - video: http://shar.es/5CYqW

  • 1. A New Era for Word-of-Mouth Does Your Brand Get It? Created by Bader Rutter as part of the Fast Forum series
  • 2. Success is creating experiences worth sharing. Old-school marketing is the price for being 22 unimaginative. It relies too heavily on management of manicured messages that tell customers what to think about your brand and banks on buying attention with volume Only and frequency. percent This model’s days are numbered. In the digital of word-of-mouth is sparked by advertising. age, messages served by a brand aren’t as believable when online customer ratings and The rest is something else. peer reviews will tell the real story, as told by real people. 1
  • 3. So what does a brand need to do to realize true potential? Change the game. Compel customers to talk about you because they love the experience they have with your brand. In turn, customers are more inclined to reward you with a review, pin, like or share. Before you know it, their peer network knows about you and the phone starts ringing — a big reward for doing nothing more than giving customers an experience worth sharing. Ready to see how word-of-mouth can work for you? Greater What you’ll get: understanding of why delivering memorable experiences is Ideas for getting good business people talking See brands that are about your brand creating an advantage with word-of-mouth 2
  • 4. People have an average of 130 Facebook® friends. No one shares an average customer experience. At its most basic level, word-of-mouth is the story your customers share with peers about their experience with your brand. The marketing part is when you intentionally focus on providing customers an experience worth sharing. Facebook is a registered trademark of Facebook Inc. 3
  • 5. Word-of-mouth marketing is not a new concept. Restaurants are famous for relying on peer recommendations. BtoB marketers are now in a service economy where, just like in restaurants, product features aren’t enough. It’s increasingly difficult to sustain a position of actual product differentiation. A longer-term approach is to act differently by providing memorable experiences that spark word-of-mouth. Social media now empowers a consumer who has Studies show that had a remarkable experience to reach hundreds customers will share a of followers. Likewise, studies show that customers will share a negative experience with more peers negative experience than a positive one. These facts make word-of-mouth more important than ever because conversations with more peers than a about your brand move faster and to a much larger group today. positive one. Marketers who don’t focus on providing meaningful customer experiences won’t get talked about — no matter how many tweets, ads and direct mail you send. If it’s average or boring, it’s not worth sharing and it’s a lost opportunity for the brand to differentiate. 4
  • 6. Take command of the customer experience. Word-of-mouth is really very easy to understand. If people like your work and trust you, they will tell their peers to do business with you. The recipe is the same as building any solid relationship: participate, rectify, engage, entertain, satisfy, support and surprise. So why doesn’t your marketing team have a focus on word-of-mouth right now? Control. When a brand puts out a marketing message, whether it’s contained within an online ad or a direct mail piece, marketers are in control of the message. When you’re allowing customers to talk about your brand, you Client story: Make it memorable and extend it online. have to trust that they’ll say what you want — something with which traditional marketers often struggle. 5
  • 7. 80% of word-of-mouth happens offline. Plus, it’s relatively easy to put together an email marketing campaign, but it’s much more difficult to influence someone’s experience and reactions, for many reasons. Marketers who successfully gain some command of • Marketers don’t traditionally have influence over other touch points create a huge advantage for their service and sales interactions. brands. Word-of-mouth is an untapped opportunity • sking for a customer experience budget isn’t easy. A for most, and simply focusing on creating more • Marketers have to re-evaluate the role of familiar shareable customer experiences helps move the mass channels. brand forward through differentiation. 6
  • 8. Thousands of FREE YouTube® views for Leverage what you flight safety instructions and beef jerky. Your brand isn’t already do better. too boring to spark Is there something your brand can’t avoid doing well? word-of-mouth. Influence what people say about your brand when you’re not there by leveraging what you naturally do differently or better than your competition. Note that this shouldn’t be focused on a product feature because your product doesn’t need to be different to act differently. It’s all about: • Your brand personality • ow you interact with customers H • Your unique tone in the marketplace YouTube is a registered trademark of Google Inc. 7
  • 9. Southwest Airlines Southwest Airlines is a great example of this. It does service better and it has woven shareable experiences into multiple customer touch points. It allows its flight attendants to get creative, whether that’s by rapping the in-flight instructions or adding a little dance to the seat belt and life vest demonstrations. Southwest Airlines extends its unique experiences beyond customer service by getting on the customer’s side with “Bags Fly Free” and by putting the word LUV next to its airline acronym SWA on the Departures monitor. Its stock symbol is NYSE:LUV. Unique advertising also can spark word-of-mouth. The “Messin’ With Sasquatch” campaign by Jack Link’s® Beef Jerky offers an entire experience for snackers, complete with television commercials, events such as “Sasquatch Sightings,” an online game Jack Link’s and a Six Flags® roller-coaster ride. Jack Link’s is a registered trademark of Link Snacks, Inc. Six Flags is a registered trademark of Six Flags Theme Parks Inc. 8
  • 10. Overdo and overdeliver. “I would make sure that it’s over the top. You want to create an experience, not just an event, to give them something they can take home and remember for the rest of their lives.” - Greg Cannon, Mycogen Seeds 9
  • 11. Going above and beyond expectations is one way to get noticed by your customers and ensure the chatter about their experience is shared with peers. Now, there’s no need to overdo everything. In fact, the simpler, the better. Maker’s Break the routine by changing your packaging, service or a customer event. Mark Maker’s Mark, for example, treats its customer like old friends in everything it does. These friends then have the chance to act as ambassadors for the brand and receive a variety of special perks, such as their name on a barrel of bourbon and the ability to track their barrel’s progress. Sendik’s Sendik’s, a local specialty grocery, offers distinctive and durable red bags that are Bag useful long after carrying food items home. As a result, every customer has the potential to be a walking billboard. Our client Mycogen Seeds also has done a fantastic job of creating a peer event and online community that fosters conversations among customers and prospects — all without a push from sales. It adds over-the-top elements to its customer events by taking participants to a Monday Night Football® game or having a quirky, custom Mycogen Seeds song sung to the tune of “Rocket Man.” Anything that breaks routine is a good candidate for word-of-mouth. Monday Night Football is a registered trademark of National Football League. 10
  • 12. It has to be unexpectedly deviant. Provide an experience that’s truly worth sharing. Customers expect great products and services, so you must find a way to be unexpectedly deviant or clever. Ask yourself, “Would anyone share this experience?” If it doesn’t challenge what’s normal, chances are no one will want to talk about it. 11
  • 13. Never think your product Any change or challenge to the norms will be is too mundane for this type of found as weird by a few. That’s exactly what makes experience. them shareable! Here are a few ways to be more shareable: • ecast the rules of the marketplace. Think R “Bags Fly Free.” • Find the edges of customer service and take things further. • he pleasantly unexpected is definitely T For example, our senior digital strategist, Grant shareable. Thekan, expects that when he stays at a Four • uild marketing into the customer experience B Seasons hotel, the staff will be helpful. However, versus just surrounding the product with it. during a recent stay in Chicago, he didn’t expect a housekeeper to go above and beyond by brushing his daughter’s American Girl® doll hair, putting her in her pajamas and gently tucking her into bed. It was a moment that truly delighted his daughter and compelled him to tell his peers about the extra special effort. The Four Seasons gets it. Even though a hotel seems like the perfect place for word-of-mouth, you should never think your product is too mundane for this type of experience. BtoB company WindsorOne sells lumber to builders and puts T-shirts with funny slogans in every shipment. Take a fresh look at your shareability. Customers can’t wait to open another box! American Girl is a registered trademark of American Girl, LLC. 12
  • 14. For every dollar we’ve spent, we average a $10return. Word-of-mouth pays. Today, real online product reviews and social media comments trump marketing messages, and media consumption is at the point of saturation. Because of these unique challenges, word-of-mouth marketing may be the answer for your brand. It’s an untapped opportunity for many. 13
  • 15. “How likely is it that you would recommend this to a friend or colleague?” Word-of-mouth forces you to focus on making decisions that are good for your customer first, and it makes understanding and improving your customer touch points a priority. Let word-of-mouth marketing be the catalyst for a conversation about customer satisfaction metrics, like the Net Promoter ® Score, which is based on one question: “How likely is it that you would recommend this to a friend or colleague?” People are now putting a higher value on honesty and transparency. Provide that by letting your customers help you tell your story. Invest in experiences worth sharing, Client story: Word-of-mouth can work very quickly. and you’ll activate the most compelling message and medium you have — your customers! Net Promoter is a registered trademark of Satmetrix Systems, Inc. 14
  • 16. Check out these great word-of-mouth examples from brands that get it. • Krispy Kreme gives its customers a reason to share their experience by providing a behind-the-scenes look at how its donuts are made. • outhwest Airlines lets bags fly free, something airline passengers are sure to tell their S fellow travelers. • irgin America’s safety video has 600,000+ views. V • endik’s, a local specialty grocer, turns customers into walking billboards by offering S durable red bags that customers will be sure to use again and again. • Maker’s Mark treats all of its customers like friends by offering an ambassador program and hands-on tours. 15
  • 17. These word-of-mouth resources inspired us. Links: Reading List: WordofMouth.org 1. Word of Mouth Marketing: How Smart Companies Get People Talking Word of Mouth Marketing Crash Course 2. Conversational Capital: How to Create Stuff People Love to Talk About We enjoyed expounding on the opinions aggregated in this publication from other word-of-mouth leaders, 3. urple Cow, New Edition: Transform Your P events we have attended and our experiences in Business by Being Remarkable helping our clients find success. If you are inspired 4. verything I Know About Business I Learned E to read more about these topics, check out the From the Grateful Dead: The Ten Most recommended reading list. The authors are all Innovative Lessons From a Long, Strange Trip amazing minds who “get it” and share wonderful ways to spark conversation. 5. Marketing Lessons From the Grateful Dead: What Every Business Can Learn From the Most Iconic Band in History 6. inchpin: Are You Indispensable? L 16
  • 18. Thank you to Greg Cannon for sharing his word-of-mouth story. Shot on location at General Mitchell International Airport, Miller Park and Bader Rutter HQ by the BR video team. 17