Word of Mouth marketing (WOM) is a tried and true tactic for building a brand culture that will be loyal and in return support your brand, share information, help you generate buzz and be an advocate for your brand.
By leveraging your existing membership base, key stakeholders, partners, consumers and constituents you can employ WOM marketing tactics to build brand awareness.
TIP 1: Engage partners and establish ways to highlight them and equip them with tools and resources to help them spread the word about your initiatives. Identify at least three local/national partners that align with your mission, brand and culture; you can expand this list as needed, but start with a few that are manageable. Conduct outreach to these prospective partners and schedule initial discussions. Discuss opportunities for collaboration. Make sure you are offering a win-win opportunity; sharing your resources will help spread the word about your organization, but also consider how you can cross-collaborate and share their resources as well. Your partnerships need to be mutually beneficial.
TIP 2: Depending on your organization or initiative, gather a list of friends and family that could contribute to your WOM efforts. Prepare targeted communications (e.g. email campaign) to ask for their support and to share information about your initiative and/or organization. You should also provide them with resources to spread the word (hint: repurpose what you shared with your partners – see TIP 1). To assist with engagement, consider at least three touch points to ensure repetition for recognition.
TIP 3: Who is in your target market? Identify individuals from those groups. Get them on board as brand ambassadors, and they can serve as an extension of your brand through event attendance, social media support and outreach/education. Make sure you have an “onboarding” process, so your ambassadors understand more about your mission and purpose. Learn more about building a Brand Ambassador team.
Do you remember playing the game “telephone” as a kid…well think of WOM efforts as an enhanced version of telephone. WOM is a powerful way to disseminate information, generate buzz and ensure there is a steady drumbeat of your messaging.
Interested in chatting more about how WOM can work for your organization – connect with us today.