While you fight your way around the town centre shops this Christmas van drivers and couriers are beating a trail to our front door delivering the spoils of an earnest online shopping campaign executed by my wife.
I had thought that my wife’s online shopping was primarily an economic choice but research at Kellogg has got me worried. The report summary reinforces that how consumers want to shop is as strategically important as the price they are offered. They go on to deliver some interesting insight.
“As consumers continue to migrate into online and mobile channels, there is evidence that retailers are digging a hole that will be harder to get out of, as word-of-mouth about poor in-store experiences drives away more of their core shopping loyalists,” said Clinical Associate Professor of Marketing Richard Wilson. “These shopper insights confirm that top product brands and their retail partners are likely at a major crossroads in the evolution of multi-channel routes to market.”
Read the article below, and the rest of it at the Kellogg website.
There really is an opportunity to stand out from others by writing good old fashioned letters to people.
For better or worse, a decade of development in web technology enables the fast sharing of imagery. “Word of mouth” used to occur verbally, but some part of it now occurs online.
What has moved online soonest? Things that are easy to share with one click. It tends towards the quick hit: Pictures that tell a story, recommendations that require little elaboration, snappy and quick quotes or retorts, and other self-explanatory links.
The current hot stories about B2B marketing and sales eminating from the US are about Facebook and its use in the mix. This may well be valid but I guess these messages are also being propogated by people with a vested tech/social media interest.
Andy Maslen on his blog reports that his successes are primarily all techniques and approaches that could have been executed in the 18th century. In ranking order of business success Andy reports this list:
But in all seriousness, if your business is B2B and you want to develop sustainable relationships I would wholeheartedly recommend referrals/word-of-mouth, attending conferences, running workshops, having coffee/lunch with prospect and speculative meetings as ways to get those conversations started.
Now that’s what you want, your contractors staff being polite and civil advocates for your brand.
This morning, at Loddon Primary School, there was a big hole in the ground. There were four workmen digging a trench to lay green pipes to carry data cables. As you can imagine this gathered a crowd of 8 and 9 year old boys that found this all much more fascinating than going into school.
One of the boys asked the men what they were doing. Back came the reply, “We are laying data cables for Virgin Media so that you can get faster internet in school.” Wow!
Many people know I’m not a Virgin Media fan (largely because in my opinion they are NTL in disguise) but what great advocacy for your brand. And then one of the boys went off and repeated the message to a friend…that’ll be word of mouth as well.
So, plaudits where they are due. The contractor working on the site was Welch Civils. Well done to you and Virgin Media.
I must immediately declare a personal interest here as I know Andrew Gidden, the founder and managing director, of Red Lion Foods Ltd.
The concept is simple: 100% of the post tax profits go to armed forces charities. At the launch event £100,000 was donated. This money was shared by The Royal British Legion and SSAFA. This created a considerable amount of excitement and positive support for the business straight away. And of course as the business continues to trade and grow the payments to charities will recur…this is not a one off exercise.
What will be interesting here is how fast the brand catches on with minimal ATL activity. Will word of mouth (WOM) get people reaching for Red Lion Foods teabags at Tesco or ham at Morrisons? Personally I think it will take off; here is a way for consumers to support a range of popular causes without spending more or signing a direct debit. Already some pundits are predicting this to be a £150m business in 12 months.
We all know that word of mouth (WOM) is very powerful marketing. Therefore it was very pleasing to see the comment below on Surrey Mums about one of my wife’s businesses.
“I’ve recently started taking my little girl to MAD (music and Dance) academy, and it’s brilliant!
“The first group we attended consisted of the children dancing like penguins and horses, playing drums and tambourines, singing songs about cars and frogs and my daughter shouting “more, more, more!” and now we’re nearly half way through the term and it hasn’t lost its magic.
“It’s a fantastic activity for the very energetic to the very shy as they’re not pressured into doing anything they don’t want to do. I would highly recommend a MAD session to anyone who wants to put a smile on their little ones face.
Are Chef’s Table dinners the best word of mouth (WOM) marketing? You pay for the best then go off and tell everyone about it. Restaurant wins at both ends.
I raise this subject as a compliment having just had the most wonderful Chef’s Table dinner at L’ortolan, Shinfield, Reading, Berkshire. My daughters Jo, Sam and Katy conspired to book the night for me as a birthday present.
The evening was a magical 12 courses accompanied by 12 different wines. Interlaced were conversations and chats with Alan Murchison (the boss, executive chef and all round good chap), Elliot (the sous chef) and the rest of the team.
But the visual theatre of the team delivering plated perfection for the restaurant guests was most engaging part of the experience. A truly fantastic evening.
The result: here I am doing the PR and marketing for Alan and L’ortolan. And it is a pleasure to do so. If you are looking for a unique experience and enjoy excellent cuisine, try and book the Chef’s Table.