Sustainable Word of Mouth takes a lot of things…and patience is #1
December 13th, 2007
Through the WOMMA Word, I ran across this beauty of an article at BtoB Magazine, entitled “Spoils of social media go to those who wait.” The premise is that companies and “marketers have to think differently about cost, duration and metrics for their social media campaigns.” But I’d like to take it a step further and look at the bigger picture of word of mouth movements.
You can apply the same “marketers have to think differently about cost, duration and metrics,” to creating and sustaining movements. But get rid of the concept of “campaign.” It doesn’t exist in the context of an ongoing relationship. There is a beginning, but there is no end. This might be true for the launch of a new product or service through a viral campaign, but that campaign will get the most bang if it’s in the context of an overall movement – an overall communication. A lasting, sustainable LTR (that’s dating talk for “long term relationship” for you five people who are scratching your head).
But going back the original point: if you truly want to establish that LTR with your customers, it’s a marathon. Not a sprint. There is no quick fix. It starts small. And then grows. Like any and every great movement has since the beginning of time. You have to plant the acorn. And a lot of marketers don’t want to hear that. They don’t have the patience for it. But it can’t be sugar-coated. It’s the truth. And it’s not going away.
We’ve seen – firsthand – where patience will get you. And it’s a happy place, my friends. Oh it takes a lot of rolling up your sleeves and getting your hands dirty. But it pays off. Big time. In loyalty and sales. But when that foundation is laid and that community (online and ESPECIALLY offline) is connected, THEN you can have the quick success in product and service launches.
Hey, it’s your choice.
Other posts by Spike.
Hayward says:
Do you only rely on WOM or does your company do traditional marketing and advertsing as well? Would you send out a direct mail piece or do you consider that invasive?
December 14th, 2007 at 3:25 amSpike says:
Hayward,
It depends on the situation, but many times WOM works best when it’s an integrated part of an overall plan that does involve traditional marketing. But we’ve seen it (WOM) work wonders standing on its own as well.
As for sending out direct mail, again, it depends on the situation. I don’t think we’ve suggested DM to our clients in years now. One is the ROI and two is the medium.
December 14th, 2007 at 6:21 amChristy says:
No DM?? I knew I loved you all for a *very* good reason!
December 14th, 2007 at 7:09 amJono Fisher says:
Great post Spike. As a “supplier”, it IS a marathon indeed. DM seems to work only with those you have run that marathon with. And then only sometimes.
December 14th, 2007 at 12:06 pm