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Terrific Tips on Optimizing Your Word of Mouth Research – They’re Excellent!

Posted by Kevin Wessels

People only remember the extraordinary, strange, wild, surprising, and unusual. You need to make sure your ideas and marketing reflect these reactions. This doesn’t mean you have to have a product or service that is completely out of the norm, though.  In fact, this could easily drive customers away. Instead, you need to have a product or service that is high quality and easily marketable.  Then, you need to market it as extraordinary and new.

How and Why to Conduct Word of Mouth Market Research

As you’re researching Word of Mouth (WOM), there are some questions you need to ask along the way:

  • What are your customers/users willing to tell the non-users?
  • Exactly how do your customers describe your product?
  • What are the non-users willing to ask the users?
  • What are the things they need to know, but are unwilling to ask?
  • What happens when these issues are raised?
  • Exactly what do your prospects have to know in order to trigger a purchase?
  • Exactly how do your customers answer the objections, concerns, and qualms of your prospects?
  • How do your customers persuade their friends to use your product?
  • How do your customers suggest they initially get to know or try your product?
  • What warnings, safeguards, tips, and suggestions do your customers suggest to your prospects?
  • Are your sales messages, positioning, and important facts about your product getting through and surviving Word of Mouth?
  • What messages do you need to inject into the marketplace in order to turn the tide in your favor and how will you deliver them?

There are two main reasons why Word of Mouth research is so important:

  1. To get the real impression and feedback from customers.
  2. To define Word of Mouth itself and the concept it creates.

There is a simple formula that can help you conduct your Word of Mouth research. It’s called the “2-2-2” model.

The 2-2-2- Model

What this breaks down to is:

  • 2 groups of customers
  • 2 focus groups of prospects
  • 2 mixed groups (enthusiasts & skeptics)

In these groups you need to ask the following questions:

  1. What would you tell a friend?
  2. How would you persuade a skeptic?
  3. What questions would you anticipate from a skeptic?
  4. How would you answer their objections?

The best way to conduct these groups is by teleconference. This ensures you’ll get a good variety of demographics for your customers and potential customers. It also allows people to feel safe and more able to express their true feelings. These teleconferences should not be conducted by you, but rather by an independent party to avoid adding pressure to the situation.

The Pillars of a Well-Crafted Word of Mouth Campaign

Now, we’re going to transition a bit and talk about how to construct a Word of Mouth campaign. First, we’ll take a look at the essential ingredients you need to put together a campaign. These ingredients are:

  • A superior product
  • A way of reaching key influencers in your marketplace
  • A cadre of experts willing to go to bat for you
  • A large number of enthusiastic consumers
  • A way of reaching the right prospects
  • One or more compelling stories that people will want to tell to illustrate your product’s superiority
  • A way to substantiate, prove, or back up your claims and how the product will work in the real world
  • A way for people to have a direct, low-risk experience, a demo, sample, or free trial
  • A way of reducing overall risk and an ironclad guarantee

Once you have those ingredients ready to use, you should consider the situations in which your company can benefit from a strong Word of Mouth program. Some of these situations are:

  • When there are credibility problems
  • When there are breakthroughs
  • When there are marginal improvements
  • Where the product has to be tried in large numbers or over time
  • Where there is a high risk in trying the product
  • With older or mature products that have a new story that people tend to ignore
  • With dealing with unfair competitive practices, such as spreading rumors or telling lies about your product
  • When there are governmental or other restrictions on what you may say or claim directly

While most of the Word of Mouth tactics are positive for your Word of Mouth program, there are a few products to avoid using in this program. They are:

  • Products where a seminar would not provide meaningful added value
  • Products that can’t be tried and where there is no consensus among experts
  • Products that are clearly inferior, without having a compensating superiority for similar products
  • Products that are so personal or emotional that rational discussion is irrelevant to the decision
  • Products where the decision value is so small (e.g. low price/low volume) that the medium will not be cost-effective.

This wraps up this post on Word of Mouth research and how it can be used when formulating your Word of Mouth campaign in route to earning more raving fans.

 

If you need help with this type of marketing research and a proven, polished plan to more effectively leverage its results and enhance your Marketing messaging and ROI, take a quick, guided tour of our Small Business Growth Academy and E-Marketing Platform.