The Original Marketing: Word of Mouth: Then and Now

December 5th, 2008 Posted in Advertising, Viral Marketing

Why do we waste marketing money on things other than Experiential Marketing? Why is social media marketing being constantly ignored? I decided to hit up a video blog this time around. Enjoy.

524Comments2008-12-05+22%3A56%3A30Kyle+Lacy to “The Original Marketing: Word of Mouth: Then and Now”
By Amy Stark on Dec 5, 2008

Word of mouth NOT restricted by space or time. That is the real power of Social Media.

Information, ideas and recommendations, etc… can pass between people that have formed bonds of trust.

The Internet provides a platform where you don’t have to be in the same room to have a conversation. You don’t even need to be at the same time (e.g. during a phone call). I can throw an idea into the Internet cloud and months later someone in China may find it and comment on it, or correct it, or learn from it, or laugh at it.
By Karl Peterson on Dec 5, 2008

All of my purchases are made based on word of mouth information or heavy research into price/performance. I never respond to an ads.

By the way, I like the video blogging, keep it up. But, you might want to get a more aesthetically pleasing background.
By Ben McCann on Dec 5, 2008

Amy…. I love what you said… you nailed it. Word of mouth NOT restricted by space or time. That is the real power of social Media.

Those who know how to create that buzz are getting it, or they hire someone like Kyle to do it for them. Good stuff kyle… keep up the good work.
By Adam Helweh on Dec 6, 2008

Really sound topic. I like where you went and where your going with that. It all boils down to trust. The trust between people will always transcend trust between the company and the customer.
By Kyle Lacy on Dec 6, 2008

@Karl Thanks for the kind words. I haven’t figured out how to get a better background. I don’t really want to hang a sheet..
By Kyle Lacy on Dec 6, 2008

@Adam Amen brother. Trust builds businesses!

@Ben and @Amy Brilliant! You both have great thoughts when it comes to viral/wom marketing.
By Karl Peterson on Dec 6, 2008

@Kyle - maybe a plant or a painting
By Dave Kerpen on Dec 7, 2008

Great points, Kyle. Glad I discovered your blog. Word of mouth is it, online and offline.
By Jay Ehret on Dec 7, 2008

Kyle, to answer your question: Marketers still do traditional advertising in place of experiential marketing because it’s easier. Creating a remarkable experience takes time and thought. Also, clients typically resist improving the experience because they think great price and service is enough.
By Hazel Walker on Dec 7, 2008

People have to hear things and see things 7 times before they take action, so advertising is important, but I agree that word of mouth is a powerful way to build your business. It is ALWAYS WORKING, it may not be in your favor, but it is always working. As much in F2F as Social Media.

Here are a few things to remember about word of mouth.

1. In order for WOM to work well for your company or you as a person, you MUST have a clear, concise message that others can carry easily and repeat to people they know. For instance, I have a friend who reviews property taxes for commercial buildings, if you are over paying then she will file and appeal and get you a refund of the over payments and an adjustment. That message is too long…here is her message that everyone carries for her…..Denise….she takes the pain out of property taxes, you should call her.

Most business people have a muddled message.

2. It is the most dangerous form of marketing, in that you cannot control people. They may carry the wrong message or a negative message.

3. Word of Mouth is always working, it just may not be working in your favor. Negative WOM travels faster than positive WOM.

I remind business regularly that WOM is always working. It is important for them to keep the message simple, consistent, and positive. A great message backed up by poor service or a poor image is going to create Negative WOM.

Great Post
By Kyle Lacy on Dec 7, 2008

@Jay Isn’t it funny that people are still stuck in the mindset that price and customer service are all that matter?? It is important but not the whole sha-bang.
By Ricardo Bueno on Dec 10, 2008

Why do people still spend hundreds of dollars on traditional media advertising? Here’s what I know…the more you do it, the less it works. The less it works, the more you do it.

Personally, I’m all for social media marketing. It’s cost-effective, and well…it’s *effective* period!

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The Original Marketing: Word of Mouth: Then and Now

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The Original Marketing: Word of Mouth: Then and Now

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