Brands Build Buzz By Whispering Not Screaming

Smart marketing programs rely on word-of-mouth as an intricate spoke in the marketing wheel. Word-of-mouth Is about effecting change and selling a product, through value not volume.

Someone once said that a loud voice cannot compete with a clear voice. Integrating word-of-mouth (W-O-M) tactics into marketing programs generates positive buzz., by clear messaging. Corporate clients are finally demanding from their consultants and agencies better return on investment analysis. The focus is on impact, not effort. Word-of-mouth (W-O-M) marketing spending hit $1.54 billion last year, and saw a 14.2 perecent growth in 2008, according to PQ Media. While most other marketing channels increasingly fill the marketplace with noise, the importance of planned word-of-mouth has been elevated. W-O-M is the most tangible expression of a brand. Customers that adopt a message are its chief evangelists. But proper W-O-M Is not shill or hidden, it is transparent and grounded in integrity. When a message is spread the consumer is evangelizing not just what the product, service or brand does, they are passionate about what it represents. With all the screaming in the media and online it is no wonder why marketing recall scores are at historic lows. Dix & Eaton's CEO Scott Caiman contends that people understand 10 percent of what they hear, 15 percent of what they see, and 80 percent of what they experience. Recall scores increase when the customer interacts with the product, service or brand. The result is feedback that can be memorialized in the media and online while being allowed a venue with other consumers; and higher sales result. W-O-M. Is about effecting change and selling a product, through value not volume. By unleashing the viral nature of W-O-M. brands need not scream to get noticed.

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Richie Matthews is a San Diego based consultant that specializes in team building, branding and innovation. www.richiematthews.com Branding . Organizational Leadership . Innovation .