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Your word of mouth marketing doesn’t have to be about your product

A great word of mouth topic has to be interesting, fun, and easy to repeat.  It doesn’t have to be about your product or product features. 

In fact, trying to turn your brand message into a word of mouth viral phenomenon will almost always fail–because real people don’t repeat brand messages.

Find something simple that people will feel good about when they share it with their friends.

I like Molson Canada’s program to give discounts on taxi vouchers to make sure people get home safely over the holidays.  Easy word of mouth: Molson will "give you a deal on cab rides."  Simple and repeatable.

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Comments

  1. Ben Leis November 7, 2008 at 8:59 am #

    Word of mouth marketing should be built into ever function of a business that the customer experiences. It’s not just the product or service but the presentation, advertising, marketing and promotion, the purchasing process, customer service, billing, returns and refunds, etc. Look for easy and cheap or free ways to make yourself different than the status quo in all of those areas.

  2. Adam November 7, 2008 at 1:59 pm #

    Actually, when it comes down to it, it is all about your product or service. The content of the word of mouth doesn’t have to be. But, in the end, this isn’t a gossip game. It’s business. And if your great WOM idea doesn’t help me sell more of my product or service then it was a total waste of time.
    I don’t see why people would buy more Molson beer because Molson gives discounted cab rides. If I’m wrong, then this is a good piece of marketing. If not, it’s worthless.

  3. MLRebecca November 7, 2008 at 2:05 pm #

    Word of mouth marketing is one of the most valuable and honest forms of marketing. This type doesn’t rely on a clever advertising campaign, but is built upon satisfied customers. I agree with you that word of mouth marketing should be fun and easy to repeat. Great post!

  4. Tim Jahn November 11, 2008 at 11:35 am #

    This is great advice and I think sometimes some of the most overlooked advice. Generating awareness of your product/brand is key.
    Thanks Andy for the great tips everyday!

  5. Ben Leis November 15, 2008 at 12:22 pm #

    What if you had to show the cab driver your bar tab/receipt with a Molson purchase on it? I think that would satisfy the sales and PR departments.

  6. Ferg Devins November 17, 2008 at 8:27 am #

    Molson is celebrating 10 years of partnership with 1-888-TAXIGUY and this has resulted in more than 2.7 million “safe rides” home for people across Canada. Molson is committed to promoting the responsible consumption of our products and that is the intent of this program. Molson believes that moderate and responsible consumption of our product can be part of healthy lifestyle. If a person makes the right decision to call a cab, hail a cab or call a cab for a friend…that is responsible and the right thing to do in promoting responsible choices. Responsible choices is a key pillar of our corporate responsibility platform. Thanks for the post !

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