{"id":21206,"date":"2018-12-13T05:00:36","date_gmt":"2018-12-13T13:00:36","guid":{"rendered":"https:\/\/www.yardi.com\/blog\/?p=21206"},"modified":"2020-12-25T01:31:27","modified_gmt":"2020-12-25T09:31:27","slug":"word-of-mouth-isnt-dead","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/word-of-mouth-isnt-dead\/","title":{"rendered":"Word of Mouth Isn\u2019t Dead"},"content":{"rendered":"

Word of mouth marketing (WOMM) is an old hat that has learned new tricks<\/a>. Nielsen reports that 92 percent of consumers believe recommendations from friends and family over all forms of advertising. A study by The American Marketing Association adds that\"\" 64 percent of marketing executives believe that word of mouth is the most effective form of marketing. So why have only six percent of marketers mastered the new potential WOMM?<\/p>\n

WOMM with Purpose<\/strong><\/p>\n

Jay Baer’s latest book, “Talk Triggers,” explores how businesses can capitalize on WOMM. His first tip is to strategize. Too often, businesses rely on happenstance, like tripping on a rock and noticing that it\u2019s a chunk of gold. But by intentionally creating word of mouth opportunities, you get people to talk on purpose and control the message.<\/p>\n

Next, Baer recommends repeatable strategies. One-hit-wonders don\u2019t build a brand. What can you do, and continue to do, to keep customers talking? Doubletree\u2019s free cookie program is a prime example of intentional, repeatable WOMM. Every check-in and free cookie is a WOMM opportunity. More than 25 years later<\/a>, the free cookies still generate buzz.<\/p>\n

Learn from Sprint\u2019s Mistake <\/strong><\/p>\n

Lastly, Baer encourages businesses to be unique. Sprint demonstrates how sameness backfires.<\/p>\n

Sprint hired actor Paul Marcarelli, formerly of the Verizon \u201cCan you hear me now?\u201d campaign. Verizon\u2019s campaign, which lasted for nearly a decade, was a huge success. Sprint\u2019s attempt at piggy backing on that success only sort of worked.<\/p>\n

Sprint spokesperson David Tovar told the New York Times<\/a> that the new commercial was viewed 14 million times on YouTube. Nearly 1,000 articles (including this one) mention Marcarelli\u2019s brand switch.<\/p>\n

Sprint\u2019s Marcarelli stunt stimulated more than 3 billion impressions but the conversation wasn\u2019t exactly good. Few consumers talked about Sprint\u2019s improved network. People wanted to know how much Marcarelli got paid. Consumers on social media thought the move was funny but desperate.<\/p>\n

Jeff Nelson, Verizon’s VP of corporate communications coolly responded<\/a>, \u201cSprint\u2019s using our 2002 spokesman because they\u2019re finally catching up to Verizon\u2019s 2002 network.\u201d<\/p>\n

Critics agreed that Sprint showed its age. Few consumers talk on the phone anymore. The conversation has switched to video on exquisite displays, and texts.<\/p>\n

What\u2019s worse is that the conversation ended quickly. After the initial ad, Sprint impressions plummeted. Sprint\u2019s next Marcarelli commercial only received about 30,000 views on YouTube. Subsequent commercials demonstrated a decline in interests. \u00a0Unlike the 10-year strong \u201cCan you hear me now?\u201d conversation, Sprint\u2019s recycled Marcarelli doesn\u2019t have staying power.<\/p>\n

The moral of the story: don\u2019t recycle your competitor\u2019s content. Avoid sameness. Sameness isn\u2019t talkable, at least not long term, Baer explains. It\u2019s your unique approach that will get thumbs moving on social media and make a lasting impression.<\/p>\n

Learn more about marketing your commercial business with CommercialCaf\u00e9<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Word of mouth marketing (WOMM) is an old hat that has learned new tricks. Nielsen reports that 92 percent of consumers believe recommendations from friends and family over all forms of advertising. A study by The American Marketing Association adds that 64 percent of marketing executives believe that word of mouth is the most effective […]<\/p>\n","protected":false},"author":440,"featured_media":21207,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_s2mail":"yes","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1440],"tags":[411,62,51],"class_list":["post-21206","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-commercial-real-estate","tag-marketing","tag-social-media"],"acf":[],"yoast_head":"\nYardi Blog<\/title>\n<meta name=\"description\" content=\"Word of mouth marketing (WOMM) is an old hat that has learned new tricks. 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