Marketing Sense
PR Etc. is a full-service public relations/communications firm that provides its clients with a direct, customized service that meets their specific needs. We recognize that no two clients are exactly alike, and as such, each has varying priorities, objectives and business goals which they want to achieve through a strong marketing program. Our blog, MarketingSense, will provide you with expertise and insight on how to most effectively market your business, organization, products and/or services.

Word-of-mouth: Still the best form of PR

October 26th, 2007 at 03:55pm Rebecca Kopf

Marketers spend a great deal of time on developing and implementing initiatives to communicate to their key audiences. Press releases, trade shows, direct mail, e-mail newsletters — they all are valued methods of marketing. However, the most effective mode of communication is word-of-mouth.

Obviously, it can be effective in a positive or a negative manner, depending on what people are saying. You can’t control the negative things that people say, but you can make your organization more effective in garnering positive word-of-mouth in the following ways:

Have a clear and repeatable message. I’ve previously pushed the mantra of each organization developing a straight-forward “elevator pitch” that should be used at all levels within an organization. This message is absolutely essential to ensure that the message is understood and repeated for a positive word-of-mouth influence.

Allow your customers to be your best “sellers.” An organization can never tout itself stronger than when its clients can do for it for them. Keep a database of your clientele, allow them to assist you in new business references, testimonials and/or cooperative marketing opportunities.

Maintain and grow your “influencers” group. Each business has a target market of people who have a broader pulpit or audience that your organization wants to reach out to. Identify those influencers, build a relationship with them and learn how to make their involvement a win-win for both of you.

Word-of-mouth marketing is not an overnight success, but you’ll begin to reap your reward by retaining these initiatives over time. And you’ll know you’re successful when individuals outside your business begin repeating your messages back to you.

Entry Filed under: Word-of-mouth, Marketing

4 Comments Add your own

  • 1. jayhova  |  October 30th, 2007 at 5:38 am

    This all makes very good sense. I do have a question though. If one is just starting a new business, what marketing steps can he/she take to get the business off the ground?

  • 2. Rebecca Kopf  |  November 5th, 2007 at 8:49 am

    Great question and one that we get a lot. Sometimes businesses focus so much on the product or service they forget that they need to promote themselves as well to drive revenue. “Build it and they will come” is just not a accurate phrase anymore.

    There are several things you can do to marketing your new business. Depending on if your business is local, regional or national is scope, most of these can apply across the board.

    First, I can’t say enough about networking. If your business is local, get to as many events as you can, meet people, learn about their businesses and talk about yours. Follow up with the individuals you feel might be good to further network with and grab a cup of coffee or lunch. Whether your business is local, regional or national, find the audience you want to be in front of, determine if they have any monthly meetings or networking events and attend.

    Another idea, after you’ve identified your audience, find out if they have a blog or newsletter that you can contribute to.

    Additionally, develop news releases about your business and provide to the appropriate media and follow up with them. Most media will cover a new business if there is something new or unique about it. Additionally, find relevant information to provide to the media. For example, if your company makes cookies, the holidays provide a timely issue for them on how to make unique cookies. Obviously, this is a very narrow example, but I’m sure you get the drift.

    Good luck!

  • 3. Mike Logan  |  November 8th, 2007 at 2:24 pm

    Don’t forget your blog, your squidoo lens, and your website that is optimized for local search….

  • 4. Rebecca Kopf  |  November 9th, 2007 at 7:38 am

    Mike, excellent points….the goal is - whether you are a new business or one that has been around a long time - your visibility and messages must continue to be “out there.”

Leave a Comment

Required

Required, hidden

Security Code:

Some HTML allowed:
<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>

Trackback this post  |  Subscribe to the comments via RSS Feed