Wednesday, January 17, 2007

Word of Mouth Marketing Tools (Part Five)

Database Almost every business should have in place a structured, organised, systematic and easy to use customer database.

Define clearly what information you need to record from your customers. Gather accurate customer data, capture it consistently and update it at least weekly. Then put in place a systematic contact strategy with your customers. This will vary from business to business but, as a rule of thumb, 'A' customers should be contacted at least 6 to 11 times per year, 'B' customers at least quarterly and 'C' customers a minimum of twice per year.

In some types of businesses it can be tempting to rely purely on email as your means of keeping in touch. Set aside time to visit, in particular, 'A' clients or invite them to events. Make a point of phoning all your key clients on a regular basis.

Say Thank You "Thank you", two of the most powerful words in the English language. Rather like "I love you" many of us think them a lot and don't say them enough. We should be telling the people we care about most how much we love them, every day. And that includes our customers!

Maybe it's with a Thank You Card, an Appreciation Voucher, a personal note or a follow up system at your establishment. Notice the word 'system'. It's important. If you don't have a system, you will get busy and your good intentions will remain just that.

For example, 14 days after the delivery of the new furniture for your home office the business you purchased from sends you a Thank You card with a personal note.

When businesses send Christmas cards they tend to get momentary appreciation and then are lost within a collection of cards. Birthday cards get tossed out soon after the birthday. Send someone a Thank You card and three years later it will probably still be proudly displayed on a shelf or bookcase. People don't get many Thank You cards!

You can take this further with discounted restaurant meals and other bonuses linked to thank you cards. Check out the www.thankyoucards.com.au website for ideas.

Information Packs People can't talk about you if they don't know or forget what you do. Give them information that equips them to be 'the knowledgeable person'. Not just propaganda about your business but useful tips and interesting facts to share with their friends. For example, a winery might have a 'Did you know' sheet with things such as "Do you know why vineyards plant rose bushes at the beginning and end of each row of vines?" followed by the answer.

Referral to your website Another way of doing this is to refer them to your website for useful information on how to make best use of your products and services, tips on care and maintenance and other related information likely to be of interest and assistance.

With a website, you can make it so easy for happy customers to pass on information about you to their friends and, in a business sense, to their own database. Furnish them with your website. When they communicate with their friends and other contacts by email all they need do is share a positive experience and include the web address. Make it easy for them to help you.

Testimonials You will always say you are good but if other customers say you are good that is far more believable. Even if the reader doesn't know the person giving the testimonial it will have validity. However, do include the full name and town or company.

For example, a testimonial from J.V. of Rockhampton has far less believability than one from Johan Vendermeer of Rockhampton. And one from June Fan, business owner, has less believability than one from June Fan, Great Northern Bookkeeping Services.

Endorsement Letters Letters of endorsement from another business to their clients is a wonderful form of effective word of mouth. Lets say, for example, that you have recently opened a tourism related business as a tour operator in my area and I am the local accountant.

My in-laws come over on holiday and I need to take them out for the day so I decide to book them on your tour and go along myself. It turns out to be a fantastically successful day and as a result my in-laws start to think that I may not be such a terrible choice for their beloved daughter after all.

I tell you (remember, you are the new tour operator) that not only was it a great day but you turned me into a hero in the eyes of my in-laws. While I am still wallowing in the warm glow of this experience you bash out a draft letter on your computer documenting what I told you, email it to me and ask me to check and amend it as I see fit. Explain that there are many other local people who might appreciate knowing about this service so that they too have an opportunity to take their visiting friends and relatives on the tour. Then ask me if I would mind transferring it to my letterhead, signing it and sending it to you.

Better still; suggest to me that if I would send this letter to my client base you will happily pay for all postage and mailing costs.

You don't get if you don't ask!

Learn To Boast If you win an award make sure everybody knows about it. Tell them the criteria; tell them about past winners if its people you want to be seen rubbing shoulders with. Put the awards plaque or logo in all your promotional material. Turn your team into Olympic style heroes. This is not the time to hide your light under a bushel. As marketing guru Winston Marsh often says, "Modesty is a great trait to encourage in your competitors!"

I know that for many people this is embarrassing. Many people feel uncomfortable when they are asked to toot their own horn. This is not to 'big note' yourself. It's for your team and for your customers.

People feel a sense of pride when they are working for an award winning business. And customers love to tell their friends, and anyone else who will listen, about the award winning establishment that they have been dealing with. It's reassuring for them and makes them feel smart for having chosen to deal with a winning team.

Remember: If you want good word of mouth you have to give people something to talk about.

Vouchers For Other Businesses If there are businesses that offer services and experiences that your customers might appreciate, offer to exchange promotional vouchers. It makes you a hero as well as promoting the other businesses. You both get talked about.

This can even be for competitors. For example, if you have an Italian restaurant in a tourist town, people who are dining at your restaurant tonight are likely to want to try a different restaurant tomorrow night. If you feel that the local Thai restaurant is good value you could have 10% off vouchers for their restaurant. When the diner pays the bill you ask if they are staying in town for another night. If so, ask if they like Thai food and recommend the other restaurant.

Then make sure that the Thai restaurant does the same thing for you.

What Next? Copy this article and circulate it to all members of your team. Ask them to read it and come prepared to explore ways that your business can systematically build up it's word of mouth marketing efforts. If you have a large team, or are in a business like hospitality or retail where it is hard to get everyone together, meet in small groups. Get everyone buzzing with ideas and turn the ideas into an action plan.