What are the best methods to get genuine Word of Mouth?
In Simon Sinek's famous book, "Start with Why" (video here), he basically says that to get from first adopters to the market dominating tipping point you have to _???_ and to do that you need to start with why you do what you do, etc... watch the video, its legendary.
As I look at the situation, the _???_ that he doesn't really address is word-of-mouth from the early adopters.
Below are my contributions on companies / campaigns that I have seen generate the best genuine word-of-mouth, but... please post your stories or experience to help me feed my grey matter. Thanks!
In Simon Sinek's famous book, "Start with Why" (video here), he basically says that to get from first adopters to the market dominating tipping point you have to _???_ and to do that you need to start with why you do what you do, etc... watch the video, its legendary.
As I look at the situation, the _???_ that he doesn't really address is word-of-mouth from the early adopters.
Below are my contributions on companies / campaigns that I have seen generate the best genuine word-of-mouth, but... please post your stories or experience to help me feed my grey matter. Thanks!
- Make the product involve the customer, or as Ogilvy said, "Make your product a hero", or as Oetting says in his book Ripple Effect, "Create Involvement" which has to do how the customer perceives their interaction with the product / company.
→ In my opinion the best example of this is Toms shoe company's campaign to give away a pair of shoes for every pair purchased, "With every product you purchase, TOMS will help a person in need." I never saw a campaign generate such enormous customer involvement.
→ Runner up is Patagonia's 1% for the Earth campaign... and their amazingly powerful Black Friday event in 2016.
- Simply ask for it. I am not sure about the full context of the report, but Oetting (again) in Ripple Effect says, "Of those who were asked, 95% provided at least one referral, in contrast to only 8% of those who were not asked." This was based on a report from the service industry.
→ I would have to say that the best example of this was (is) the famous series of Coca-Cola commercials where the subjects continuously give a Coke to the next person in the ad. I am not sure how old the sayings are, but in the US at least, it is common to say, "You owe me a Coke" when another person says the exact same thing you do at the exact same time. Likewise, it is common to say, "You want a Coke?" when meaning soft-drink. These were perhaps more common when soft-drinks in general had more beverage dominance. Anyway, I assume these saying were prompted by the Coca-Cola ad campaigns themselves.
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