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Video: How Costco creates topics that drive long-term word of mouth

This is a post from our WordofMouth.org project. Check it out for more great word of mouth marketing tips like this every day.

Have you seen the latest Costco commercial? No? That’s because they don’t exist — Costco runs on a business model that is fueled by word of mouth.

Usually when people think of Costco they think of buying in bulk — but after a while, that becomes old news and customers need a new reason to talk. That’s where wedding gowns, a $3,000 toilet, caskets, and mortgages come in — it’s all about the unexpected surprises while shopping that spark conversation about the store.

In the video below, Costco Senior Director of Corporate Marketing Robin Ross shares how they create a million little topics that continue to drive their long-term word of mouth and brand reputation. He talks about how they focus on building a unique customer shopping experience and the steps they’re taking to influence what’s being said about their brand on a daily basis.

In the video, Robin covers:

  • How to create fresh word of mouth topics to keep your customers talking
  • How to leverage social media to spread the word to customers
  • How to surprise and delight your regular members

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