NCompass Live: The Power of Word-of-Mouth Marketing, with Peggy Barber
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Transcript of NCompass Live: The Power of Word-of-Mouth Marketing, with Peggy Barber
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The Power of The Power of Word-of-Mouth Word-of-Mouth
MarketingMarketingPresented byPeggy Barber
For the Nebraska Library Commission
Wednesday, April 27, 2011
Library Communication Strategies © 2011
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• Understand and apply basic WOMM concepts
• Get everyone on your staff involved
• Share key techniques with your colleagues
Objectives
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Customers
Clients
Champions
Prospects
Suspects
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“It’s easy. Use the 3 Bs to get
the word out: bars, beauty shops,
barber shops.”
– Liz Cashell, Director Henry County Library
Clinton, MO
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Word of Mouth vs. Word-of-Mouth
Marketing
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“Marketing is that function of the organization that can keep in constant touch
with the organization’s consumers, read their needs, develop products that meet
these needs, and build a program of communication to express the
organization’s purposes.”
– Kotler/Levy
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Marketing is . . .
• Organized
• Focused
• Consistent
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A Team Sport
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Key Elements
• Research
• Plan
• Communicate
• Evaluate
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Listen! Don’t just talk.
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“Your most unhappy customers are
your greatest sourceof learning.”
– Bill Gates
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The Power of Word-of-Mouth
Marketing
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“Getting people to talk often, favorably, to the right people in
the right way about your product is far and away the most
important thing that you can do as a marketer.”
– George Silverman, “The Secrets of Word-of-Mouth Marketing”
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“No advertising is as trusted
as the spontaneous
testimony of delighted customers.”
– Betsy Sanders, former vice president,
Nordstrom
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WOMM at Work
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Why It Works• It’s real and immediate.
• It’s personal.
• It’s honest.
• It’s catching.
• It’s customer-driven.
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What It Takes
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A good product. . .
GREAT customer relations!
1.
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A plan
2
.
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3. A clear, memorable message
“Please tell your friends!”
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A prepared, committed sales force
4
.
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People willing to testify
5
.
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“Get someone else to blow your horn and the sound will carry twice as far.”
– Will Rogers
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Delivering the Message
• Keep an open face & body.
• Don’t just tell them – show them.
• Let your enthusiasm show!
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Dealing with the Negative
• Be prepared!
• Stay positive – no matter what.
• Keep it simple.
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Going Viral
• Choose the right time and audience.
• Don’t send anything you wouldn’t want to receive.
• Make it easy and fun.
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“We actually had stories where people said we saved them money, and that was just gold.”
– Joyce Fedeczko, Director, BP Information Services
Success!
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10 x 10 x 10…
10 x 10 x 10…
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Questions