There were a lot of great lessons last week at the Word of Mouth Marketing Association’s Basic Training 2 in San Francisco. And while you can read the full coverage here, I’d like to touch on two short, important soundbytes that I heard while I was there.
‘We save our best ideas for our paying clients.’ Julian Aldridge, AMMO Marketing
This is a quote that I heard in a rapid-fire, ten-person panel that gave the audience 43 applicable WOM ideas in 45 minutes. I don’t know what it has to do with word of mouth marketing specifically, but the idea is exactly what we believe as a company: no spec. When a potential client asks you for spec, they are asking you to give away the only thing you have to sell. And that’s just bad business. The good news is that this tide is beginning to turn.
‘Advocates can create buzz. Buzz can’t create advocates.’ Kathy Baughman, ComBlu
Kathy sat on a panel that talked about turning customers into advocates. And this one basic piece of advice was a great takeaway. Just a simple reminder that all the advertising and PR stunts in the world can’t create loyal, loud customers. So why are you continuing to try?
Thanks to Andy and the WOMMA staff for yet another great gathering of kindred spirits.