All Things WOM

Chuck McKay is convinced Word of Mouth marketing doesn’t exist. Writing on AllBusiness.com, Chuck believes Word of Mouth is not marketing because it can only happen person-to-person and the message that gets passed around cannot be controlled.

Chuck does believe customer experiences can lead to great to stories and those stories can have tremendous influence when shared from one person to another. However, as Chuck explains, “Word-of-Mouth in any of its forms is always about the experience of the buyer. Only indirectly is the seller involved.”

I totally agree with Chuck that marketers don’t decide what is talkable, people decide.

We do think differently when it comes to defining how marketing can spark conversations.

WOMMA defines Word-of-Mouth Marketing as giving people a reason(s) to talk about products and services, and making it easier for that conversation to happen. The playing field for businesses to give customers reasons to talk is wide open.

Perhaps one of the best, most long-lasting ways to give customers reasons to talk is WOM TRUTH #11:

When I talk with businesses about word of mouth marketing basics, I begin by telling them that a company’s personality will always be its best form of advertising. A case study example I use is Pizza Patron.

Pizza Patron is regional, 81-unit pizza chain based in Dallas, TX. As you now, the pizza business is crowded with lots of options. Pizza Patron separates themselves by catering to a Hispanic customer base. They also have separated themselves from every other pizza place by accepting pesos as payment. Accepting pesos personifies the unique personality of Pizza Patron.

Apple Inc. also follows this WOM TRUTH. Yes, Apple spends millions on traditional advertising. They also spend millions on non-marketing activities like product design, software design, and store design in order to showcase Apple’s unique personality.

Method Home is another example. Method also spends money on traditional advertising but most of their “marketing” efforts are about adding style to the staid product category of cleaning solvents.

Word of Mouth to companies like Pizza Patron, Apple, and Method is less a marketing issue and more a business issue. By focusing on developing and personifying a unique style, these companies strive to do business every day in such a way that encourage people to talk.

So Chuck and I do agree. Word of Mouth is not marketing.

Word of Mouth is about designing a business to showcase its unique personality in ways customers are compelled to tell others about.