How to Create Word of Mouth and Viral Marketing
The difference between business clients and fans of the
hottest, chart-topping band is that the music fans react
emotionally when they are awed by their heroes. The same is
true for some businesses. Take Apple. The first sentence in
a recent article in Forbes Magazine on Apple Computer was
this: "It is widely acknowledged that Apple Computer enjoys
the kind of lavish devotion among its customers ' and
fawning adoration from the press ' of which other companies
don't even dare to dream." Here are five ways to win new
devotion from customers who become your fans offline and
online.
Five Ways To Turn Your Clients Into Fans
One: Start a Fan Club
Start an online or offline newsletter containing the
hottest information on what interests prospects and
existing clients of your products or services.
- Ask them to join your club with their subscriptions. Give
them something in return a product with your logo, a
resource for the best information, and/or "hot links" to
other informative, interesting resources.
- Schedule a fun event at least once a year to allow your
"fans" to meet each other. Invite a special, fun guest.
Have your meeting in a fun place - on a beach or at the
hippest, new restaurant instead of in a hotel conference
room.
You can also have an Online Party.
- Offer free prizes to your fans - find out what some of
their "wants" are in certain demographic groups.
- Offer a free 10 minute "makeover" in your area of
expertise; this is great from a financial makeover to a
kitchen makeover.
- Offer a free report on the "Five Smartest Strategies to
......" highlighted by splashy colors on one easy-to-read
page of paper.
- For great tips on how to put together an online
newsletter, visit www.companynewsletters.com. For a free
online newsletter template, visit
www.neighborhoodassociation.biz/.
Two: Court the Media
That Forbes magazine was writing about "fawning adoration
from the press" toward Apple Computer was itself, well,
fawning.
- Court the media with what is innovative, user-friendly
and important about your product or service.
- Send a well-written news release that summarizes "who,
what, when where and how," and include your cell phone
number in addition to your work number.
- Be available when the media returns your phone call. With
differing deadlines, that means that you should be ready to
take the call early in the morning or late at night.
- Target the media in your field, but also the general
media.
- Make yourself available as a source with expertise in
your field to talk about general trends. To earn your
"expert" label, commit yourself to keeping on top of
research and emerging trends in your field.
- Here's a quick way to learn how businesses similar to
yours are courting the media. Go to "Google" and type in
"news release" with a description of your product or
service.
For example, if you are a technology consultant, type in
"news release technology consultant." Save the news
releases that get your attention. Don't imitate, but
extrapolate from the best ideas to incorporate your ideas
and tips into your news release.
- Use Education or "Edutainment" (educate through
entertainment). It is easier for the media to write about
your products and services if they understand what they do
and how they are done.
Three: Get Your Name Out There
Even with little or no marketing budget, you can get the
name of your company, product or service out there with
news releases (See No. 2).
- Become a partner in a civic cause or with another company
in a related field with which you can share expenses.
- Coca-Cola brands itself as "the real thing." Come up with
a catch phrase to describe your product or service and make
sure that catch phrase or word accompanies the brand name.
Most recently, I read an article on "Obamanomics."
- Network. Pick up the telephone and ask local clubs and
organizations if you can make a presentation, and bring
along plenty of business cards and one-page handouts with
your brand name and message.
- Remember to network online - the internet is a very
important networking source today.
- Again, go to "Google" and type in the name of your city
and the words "business meeting schedule." Ask yourself how
your product or service can make a great topic for a future
presentation.
Four: Ask Your Clients
Tell your best clients you want them to become fans; then,
ask them what it would take to become a fan.
- You'd be surprised at the number of businesses that do
not take the time to survey their clients.
- If clients tell you they already are fans, ask them what
it is about your product or service that makes them fans
instead of ordinary customers.
- Listen, take lots of notes and use what your customers
say to develop a strategy to build your fan base.
- At www.polarismr.com, you'll find a sample survey from
Polaris Marketing Research. However, at the end of each
section, add the word "Why?" with plenty of space for
anecdotal information that will allow you to "go deeper"
into why some clients are fans and others are not.
Five: Keep Your Fans
Starting up a new fan club isn't enough to keep it in
business. Set aside at least one hour each week to think
about -- and only about -- what you will do next that is
more innovative, creative and important than what you
already have accomplished with your product or service.
- Take a cue from Apple, which obviously is doing plenty of
homework to be able to regularly announce attention-getting
innovations.
- Innovation is exciting, regardless of the field.
- Adopt the "innovative" mindset (along with a promise to
do the homework) to keep the fans you have and attract new
fans to your club each year.
- Always include your existing fans in all your new
releases and special discounts.
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Ruth Klein, the De-Stress Diva (tm) and Branding Guru, is
the proverbial Woman About Town. Holding a Master's in
Clinical Psychology, consulting with renowned businesses -
small and large. Ruth is a consultant, author, speaker,
radio show host, branding strategist and productivity
coach. http://www.ruthklein.com .