Word of mouth marketing
I'm taking a break today from the ongoing series on influence to share some thoughts on information sharing - the very basis for what has come to be known as word of mouth marketing. Good enough, it's not completely unrelated to the subject of influence.
Being part of a social community is especially important for human well-being. In fact, one of the reasons why loneliness can be excruciatingly painful is that we are not wired to live isolated. In every human culture, there are norms that serve to guarantee the persistence of the community. For instance, in my society it is typical for the menfolk to gather in the evenings for drinks and gist - the so-called town gatherings.
Now, there is something virtuous about this characteristic of the human race - it is the blessing of information sharing. By reason of forming into communities, it becomes easier for us to get information around. With the internet came a universal vehicle for fulfilling this need. Online social networks facilitate the formation of new kinds of communities and the perpetration of existing ones. However, these forms of impersonal information flow channels have not in any way invalidated the role of 'town gatherings' in making the world go round.
So, if you're reading this and you know anyone who has something to sell, tell them to get in the right communities and talk about their business. If they can, tell them to prime people with some goodwill. You'll be amazed how influential word of mouth can be in helping a business grow!
I've read this great piece on the subject and I highly recommend it for those who want to read more.
I'm taking a break today from the ongoing series on influence to share some thoughts on information sharing - the very basis for what has come to be known as word of mouth marketing. Good enough, it's not completely unrelated to the subject of influence.
Word of mouth
marketing loosely refers to someone telling someone about something in
the context of buying and selling. This includes direct word of mouth
sales campaing and referrals. For instance, an insurance man might knock
at my door or my friend could tell me the tailor who made his suit.
Those examples will make you see immediately that word of mouth
marketing applies to all kinds of products. Funny enough, they are often
free, especially when one thinks of referrals. And as far as I know,
more business connections, deals and slaes are made through referrals
and word of mouth than through any other means.
Being part of a social community is especially important for human well-being. In fact, one of the reasons why loneliness can be excruciatingly painful is that we are not wired to live isolated. In every human culture, there are norms that serve to guarantee the persistence of the community. For instance, in my society it is typical for the menfolk to gather in the evenings for drinks and gist - the so-called town gatherings.
Now, there is something virtuous about this characteristic of the human race - it is the blessing of information sharing. By reason of forming into communities, it becomes easier for us to get information around. With the internet came a universal vehicle for fulfilling this need. Online social networks facilitate the formation of new kinds of communities and the perpetration of existing ones. However, these forms of impersonal information flow channels have not in any way invalidated the role of 'town gatherings' in making the world go round.
And that brings me to where I'm going - to briefly highlight the power of 'town gatherings'. Far beyond evening meetings of menfolk for drinks and gist, I take the concept of 'town gatherings' to broadly encompass all kinds of circles of influence that might exist: friendships, relationships, business associations, membership societies, etc. These things literally make the world go round. And as long as they do, they provide the strongest avenue for marketing that I know of.
So, if you're reading this and you know anyone who has something to sell, tell them to get in the right communities and talk about their business. If they can, tell them to prime people with some goodwill. You'll be amazed how influential word of mouth can be in helping a business grow!
I've read this great piece on the subject and I highly recommend it for those who want to read more.
1 comment:
Great piece! This goes to show that relationships well nurtured could actually be fruitful in marketing. No one is an island.
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