How to create a WOM(word of mouth) for your product?

If you want WOM to work for you, let the right people talk about it.... who really matter.... thats what PR activities do..... its the best WOM to follow...... influence the opinion leaders, rest would follow....

Publicity is the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment.

The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet.

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I had come across a very interesting strategy of Word of Mouth Marketing and I would like to share it here. It is known as Industry Marketing, where instead of focusing directly on customers, we focus on the people who can build our brand. Getting recommendations from others in the similar industry to be mentioned, promoted or included in an industry-specific ranking or recommendations list builds our overall brand within a specific niche, which in turns promotes our site to traditional media and buyers looking in from the outside.

Let's think, if we were a consumer, would we buy from a reputable brand that is recommended by many others within the same industry or would we go for a little known company with no reputation or recommendations?

WOM works best in following cases :

1. Experience based referrals.
2. Expert Referrals.
3. Market Buzz about the product.

WOM best works if the product/service is able to create a buzz among initiators. Experiences of these initiators will make other people follow them and to fasten this whole process a brand can make a good use of PR, online marketing/viral mkting & experience based marketing (making them use the product for free which will depend on the type of product) among major Target audience pool.

Strong and catchy activities around all possible Point of Purchase would create WoM that would be more than required - as it caters not only to its target audiences but general public as well. Expansive distribution network, strong PoP activities and impressive Customer Care division are the perfect ingredients for a wonderful WoM.

WOM is an obvious tool in marketing. It is much similar to the best Gossip in filmy world, politics and colleges.

You need to strategise and make appropriate and Heart touching sentence (Varies with the product ) and shoot it in a party or a good gathering or a networking site like this.

I hope you are given a task to promote a product, without much expenditure.

Regards

KAMESH

Though at the outset it sounds good for any new brand, if the customer is price conscious it takes a reverse turn. one should always use W.O.M based on his own experience with the product before he acts as the brand ambassador. it is almost tantamount to the term 'BRAND AMBASSADOR"

CONTROLLING HELP IN "ACHIEVING OBJECTIVES" & "IMPROVING EMPLOYEE"S  MORALE" ?

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Though originally, the term "word of mouth" referred to oral face to face communication, in todays date, our consumers do not really have the time to sit and chat that often. And even if once in a while they do, they don't like to talk about products and promotions, they have other issues to bother about. Today, people are more connected online, and that's where we can spread the word.

Online communities, Blogs, applicaton based websites like facebook, wordpress, etc., that have a huge number of members/followers, who can help to increase brand awareness of our product. Tapping into these communities with tools or content targeting their specific sub-culture and "bingo"; it really works. And all of us would agree, that today, the most effective medium to create a buzz about anything is none other than "Twitter". So, I feel, social networks are the best medium to create a WOM for a product amidst consumers.

A Product with excellent quality does not need anything but Wom. It is slow but very effective way to market the products. I have seen customers lining up & searching for product which have wom capacity. The only qualuty aspect comes into my mind. Noting else.

For creating WOM, some customer has to first experience it and then they will populate the good point about it through viral marketing. So, if any company wants to create a good WOM, then they first need to make in-store shopping experience excellent, followed by equally excellent after sales service, request feedback and take those feedback to various social networking platforms(don't be platform agnostic), SEOs. 

Are we so obsessed with requirements of advertising that we forget the simplest and age old technique: Let the product speak for itself. or the best advertising is achieved through satisfaction by customers.

frist i cant reconiesd which produt you are saying bz evry product are diffrent

In Path2Purchase for any kind of product / services there are following steps

a)Realization b) Investigation c)Involvement d)Acquisition e)Consumption f)Confirmation(internal)  and d) Conversation (external)

“Conversation” stage (when people recommend / communicate about the product to their friends/ relatives or they talk about product/ services on public platform) for a product happens when consumer is satisfied with the product/ services offered. If consumer is satisfied or overwhelmed with the product / service offered by an organization, if there is no gap in consumer expectation and product delivery then only he will recommend the product. Once he recommends the product then more and more consumer is bound to attract.

No email, text msg, Pr activity, industry marketing, viral marketing, controlling is going to help to spread positive “WORD OF MOUTH” publicity.

Real life example, I planned to travel from Delhi to Mumbai last week I was at “realization stage”.

I just tried to check on internet which all flight is schedule for tomorrow morning around 6-8 am- I was at investigation stage,

I zeroed down on Kingfisher 308 flight and ask my travel agent to book a ticket -  I was involved with the product/ service that point of time.

I picked the ticket from travel agent office in the evening – I was at acquisition stage.

I took the cab and reached airport in the morning, there I found a Kingfisher executive standing to greet me, she took my luggage to the counter where I collected my boarding pass, then that executive left me to security check area with my luggage and wish me good luck for my journey and ask me to report gate no 2A for boarding. I took a bus from gate 2A and boarded the flight. A young and beautiful Airhostess greeted me and showed the direction to my seat. Airhostess smiled and ask me if I am comfortable and need anything, I just said thank you and requested for water, she got me the water in flicker of sec, I was impressed. On the way breakfast was served, I just said no it. I was asked, if everything is ok, I just said – stomach is upset, Airhostess smiled and asked if I will have some juice, I was pleased and asked if it is available, it was served to me in few seconds. After some time they offered fruits salad  I was overblown by their gesture.  

The flight was neat and clean, the service level was equally good for other co-passengers,  there was no delay. I have travelled with other Airlines like Jet as well, but haven’t got such a great services and attention. THIS WAS MY CONSUMTION STAGE

The next morning I saw an article in News Paper covering Airlines sector news, they talked about how Kingfisher service level was good and its growth is higher than any other airlines. It was confirmation stage (internal) for me, because I was reassured that the experience which I had with the airlines was endorsed by other people too.

Then, when I came back to office I talked about my experience with Kingfisher with my friends, relatives and recommended them to fly with kingfisher next time and I became a member of Kingfisher airclub. That’s Conversation stage, WHEN I STARTED TALKING ABOUT SERVICES TO OTHERS.

Word of mouth is very effective as a final step or a final word when the options are too many (when all have almost the same benefits).

Direct selling industry has been using the same for a long time. Concepts like Aloe Vera , Morinda citrifolia ( Noni) , Induction cookers , etc were/are effectively promoted thru WOM and are now available at retail outlets .

The best thing about direct selling is that your consumer/customer is also your brand ambassador who also gets rewarded when he manages to get another brand ambassador for the product who is also your consumer.

This works well  since it is not possible to have lots of brand ambassadors to appeal to all of the prospects of a TG.

Well it depends on the product however creating a customer wow which could be in the services provided or the product itself with its value for money is the best way of WOM

Inviting more and more references from customers will yield good result