word of mouth marketing
Throughout the past semester, I have been researching into the 'word of mouth epidemic' and its impact towards marketing/advertising. The word of mouth epidemic is the vast spreading of information from one person to another through a wide variety of mediums such as telephone, email, blog or text. Consumers are always skeptical with what they see and believe on such advertisements. The best technique to sell is through the trusty words of friends and family, if they believe it, you believe it! It is one of the most effective and valued forms of marketing today.
''Exceptional people spread an epidemic through there exceptional personality traits, social connections, energy and enthusiasm.''
A brand mentioned already which follows this marketing technique is portrayed as an example in Malcolm Gladwells, 'Tipping Point'. Hush Puppies shoes were a brand that almost hit rock bottom before a huge rise in sales in the 90's when Manhattan youngsters described them as 'hip'. These New York trendsetters raised the bar to a whole new level until the brand was winning awards such as 'best accessory' at the Council of Fashion Designers awards dinner in 1996. Sales also increased after hearing Hush Puppies shoes claimed to have saved the life of the Rolling Stones lead guitarist, Keith Richards. The rubber soles on his Hush Puppies kept him insulated during an electric shock whilst on stage. Magical. Its the simplicities like these that creates mind-blowing sales.
I recently completed an annotated bibliography involving sources which I found were useful in relation to my chosen topic. Having annotated several books and journals, the task is now to compare two of the sources in depth.
As consumers these days are becoming smart buyers and paying less attention to advertising, things become more difficult. Majority already skip past television advertisement and tune out to marketing messages due to newer technology. Take Sky plus for example: a digital television source that enables the user to, 'choose what to watch and when to watch it. Sky plus means theres more time for the family to spend together'. Although this aid is designed for a more relaxing and pleasurable TV experience, to pause and rewind certain sources for a loved ones benefit is not what users have in mind. As for myself and a high percentage of sky plus users, this tool has mainly given the pleasantries of skipping repetitive adverts that irritates the public every 10/15 minutes.
A book that continues the relation to real-world experiences and stories is, 'Buzzmarketing: Get People to Talk About Your Stuff' by Mark Hughes. Hughes takes a very personalised and opinionated approach to marketing. No one likes to be pushed into things. And due to this evidence, Mark promotes his very own 'buzz' strategies. Buzz promoting advertises free of pushing and free of investing an extra degree of financial sources and effort. Using this tool, companies can make themselves known through many choices expressed within the book : the term of mouth, through buzzwords, slogans, and using what is quickly available.
Buzz promoting requires people to use their personalities and avoid conventional, pushy business tactics. Common advertising spends more, gains less. Buzz promoting spends much less, nevertheless gains more cash and people’s trust, because buzz promoting is innovative in looking for and employing opportunities. Lets take the American idol example from the book as Hughes tells the story how buzzmarketing enabled the company to become one of the most popular audience related shows in American Television. The company generated most of its success from its magnet of media attention due to word of mouth.
American Idol is a reality television competition that aims to discover the best singer in the country. The most significant difference of the television program than any other, is the interaction with the shows audience and nation. Due to the originality of being able to vote for your favourite singer through telephone and sms, it put the audience in control with what and who they wanted to watch on TV.
The word of mouth epidemic arose within the American Idol series as it got people talking to each other. It was the most simple communication starter, it was the latest news and gossip and everyone wanted a piece of it. Involving the audience, created an audience. Hughes then goes on to explain the controversial stories that enabled further success for the brands popularity. The fascinating story about American Idol is the onstage presence of specific individuals. Simon Cowell is one of the smartest businessmen and is known for playing a role:
'Enter Simon Cowell, the co creator of Idol. When the cameras are roling, it's all business. He's blunt, sometimes rude and doesn't sugarcoat anything. when it comes to judging on camera, he says things even when he knows will hurt the contestants to hear.'
Its the on air presence where the controversy generates which creates Hughes' buzz and results as a higher rating show. As their is always a villain in any high screen movie or any west end show, Simon Cowell plays that character on air. His insulting and unnecessary remarks gets the nation talking, successfully glueing more viewers to their Television screens.
I have also chose to study the works of Andy Sernovitz and his book, 'Word of Mouth Marketing: How Smart Companies Get People Talking. Although very similar to Mark hughes and his technique to get people talking, Sernovitz provides in greater detail what steps to take and in what direction to take them.
''Giving people a reason to talk about your stuff, makes it easier for the conversation to take place.''
Word of mouth marketing involves creative input from both the company brand and the seller of the product/service. The fundamental aspects within this book are the step by step instruction that are provided to produce this good service to make glorifying sales. Sernovitz simplifies his theory to only five trusty steps. The 'five T's' of word of mouth marketing are the simple elements that Sernovitz claims makes this a success:
Talkers - are the group of people that take time to talk and share whatever message you put out.
Topics - are the basic reasons why people talk. Simple and easy topics work best as they are more vulnerable to repetition.
Tools - are the mediums that broadcast and spread the message to the audience.
Taking part - is the process of staying involved and responding to blogs entries etc.
Tracking - is the recorded notes of what people are saying. This helps keep up to date with what needs to be improved.
These rules provide a simple but effective template and Andy Sernovitz is determined that word of mouth marketing is the way forward.
These examples also reflect on myself as a Graphic Designer and throughout my studies here at the Duncan of Jordanstone. If I can follow the rules and steps in which both authors provide and continue to update work on my blog and website, its only a matter of time that the word of mouth epidemic spreads and I am the next conversation starter.
Word of mouth marketing involves creative input from both the company brand and the seller of the product/service. The fundamental aspects within this book are the step by step instruction that are provided to produce this good service to make glorifying sales. Sernovitz simplifies his theory to only five trusty steps. The 'five T's' of word of mouth marketing are the simple elements that Sernovitz claims makes this a success:
Talkers - are the group of people that take time to talk and share whatever message you put out.
Topics - are the basic reasons why people talk. Simple and easy topics work best as they are more vulnerable to repetition.
Tools - are the mediums that broadcast and spread the message to the audience.
Taking part - is the process of staying involved and responding to blogs entries etc.
Tracking - is the recorded notes of what people are saying. This helps keep up to date with what needs to be improved.
These rules provide a simple but effective template and Andy Sernovitz is determined that word of mouth marketing is the way forward.
These examples also reflect on myself as a Graphic Designer and throughout my studies here at the Duncan of Jordanstone. If I can follow the rules and steps in which both authors provide and continue to update work on my blog and website, its only a matter of time that the word of mouth epidemic spreads and I am the next conversation starter.
