Word of Mouth Marketing

Part One of WOM
I learned what WOM is; it is giving people a reason to talk about your stuff and making it easier for that conversation to take place. Since I got to know what WOM exactly means, it was easier for me to read the first five chapters.
He mentions 5Ts which are talkers, topics, tools, taking part, and tracking. It shows how relatable and relevant to us by learning it in this way. I also learned the four rules of WOM marketing and it is the following: Rule #1. Be Interesting. Rule #2. Make People happy. Rule #3. Earn Trust and Respect. Rule #4. Make it Easy.

Sernovitz mentions about just being yourself and keeping it simple and honest; as mentioned in the previous blog entry, I almost always read others’ reviews before I purchase anything. As nothing can be perfect, I tend to trust and rely on reviews that are mainly positive and a bit of negative reviews. A product or service that has 100% positive feedback is not reliable for me personally since stuff just cannot satisfy every consumer. I also look out the websites that sound too fishy or too professional because the people who write the reviews are not people like me.

I have a personal experience of an example from the book where he talks about how taxi drivers in Las Vegas play a really big role by telling tourists where to go and where to eat. I went to Alaska last winter and visited places and ate at restaurants which my taxi driver and a guide told me to go since I was not familiar with that place. It was a real word-of-mouth marketing experience right there! I am actually going to Las Vegas in June so I will another experience he talks about in the book.

Part Two of WOM
Sernovitz says every restaurant gives away something to customers. I found this interesting as our group talked about having coasters covered with the brand name Dick’s at bars so that drinkers can take that home. We can plant the seed of a conversation- seeding, at bars to spread the word of mouth. Moreover, he says “A paper coupon is a single-user promotion.” And I can apply this to our group project since we are looking for a way to add multipliers for coupons. So not just customers can use a coupon but their friends and families can use it as well.

I like how the author talks about himself carrying a PayPal backpack. I also show my support and likeness by wearing Seattle University clothes or a t-shirt of a brand I like. We are all like walking brand ambassadors. Since I am a frequent coffee drinker, I am a Goldcard member of Starbucks. Whenever people who do not know about this program see my Starbucks card and ask me what they are. I then tell them what it is, how you can be one, and what the benefits are. There is an exclusivity factor as mentioned in the book that not everyone has the same card. Having this card and the need to be in status makes me feel more attached to Starbucks.

When Starbucks came up with new snacks called Petites, I actually went to a store to try it for free. After trying it, I was able to give feedbacks to my friends who were wondering how they were like. Andy also talks about this by giving us an example of people wanting to come to movie premiers and tell peers about it with feeling special that they watched something earlier than others.
I agree with the author that the fans will defend the businesses they feel passionate about. I learned that we do not have to be the first ones to do something, we can just see what is going to first and just wait until the right time comes with right stuff to be talked about by people.

The examples- Trader Joes, Nike, Lego, Costco, Skype, etc- the author uses in the book are so relevant to me that I can easily agree with him and think about what kind of experiences I have had with the businesses he mentions. I did not realize how surrounded I had been with word of mouth marketing. As I get to know more about it from the lectures in class and the textbooks, it is more fun and feel there is still a lot to learn. I look forward to reading other two textbooks.

Regards,
Lee