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.

Posts filed under 'Word-of-mouth'

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

4 comments October 26th, 2007

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.