The rest of the book shows me how amazing it is to realize that good word of mouth marketing can be achieved without spending huge budget. I've learned that it requires flexibility and can't be fixed like those strategies coming straightly from traditional marketing plan. Well written strategies do not work with this type of marketting since we usally face many unexpected conditions. Our major task here is that don't be panic, but converting those unexpected things especially the negative ones into an opportunity. On the other hand, if we already did well, we shoud spread it out by using comple tools such as testimonial but remember to let the customers do it. Every single page from remained chapters illustrates excellence and practical strategies and examples However, I bring up here only some of them that I think they're magic tools for word of mouth marketer, and they are also relevant to the situations I encountered by myself.
Don't Drop
Some little things such as the food served on the airplane are counted. Once we gave talkers a teason to talk about us. THe converstaion goes onward. If the toopic is about good things we did, people will expect to see that good things not only appear at beginning. Thai Airways used to serve lunch and dinner boxes containing superior food in domestic flight even though the flight duration at most is only 1 hour. Customers including me are happy about it, so we became a real talkers for the company. It's not that long until the airline decided to cut its cost by serving only snacks and drink while increasing the price of the ticket. Those talkers became attackers. I have stopped flying with the airline and told my family and friend to do so because there is no reason to pay more to get less especially when low cost airline can taks us to our destination too. Therefore, this "Don't Drop" suggestion from Sernovitz is essential to the success of the company.
Blogging
When considering about speed and how easy it is for the message to share, blogging comes into it. Bloging did reall work. I used to make several purchases of goods based on what bloggers wrote abou thte products. Last time when I was going to purchase Canon 7D DSLR camera, I heard many people said that the quality of images taken by this model is almost the same as that of the 550D, but it costs three times as much. I hesitated and did couple more research by readings several blogs from the bloggers that I can trust. I found a review that showed clear distinction between imanges taken by the two model. It's no longer difficult to make a decision. The 7D gives higher image quality. Yes, I ended up buying the 7D. Thanks the blogger for helped me choosing the right model.
Listen and Respond
This probably be the most important practice that many companies fail to do. I personally believe that an apology can fix things, as long as the mistakes are not repeated. SOme company like Pur Water understand how this works very well. Their product, the Faucet Water Filter that I purchased was defective. I complained via E-mail and got a nicely response within 24 hours. They apologized and offered a replacement for me. I became a loyal customer of Pur Water since then because I'm confidenc that the company does really care about its customer. Definitly, I also became their talkers.
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