Creating Word of Mouth Scientifically
For the businesses that want to stand out above the noise of their industry, there is nothing worse than meeting expectations with your marketing.
Why aspire to look like your competitors and deliver to industry standards when you can exceed and differentiate your business, creating Word of Mouth (WOM) Marketing.
It is easy to make your business stand out from the rest through your marketing and PR (and exemplary service delivery) but it involves breaking the mould, and stepping outside the order of expectations.
Here's how.
Steve Knox, from Proctor and Gamble subsidiary Tremor, a scientific division that focuses on WOM marketing, recently reported on his research about appealing to the human mind to generate WOM.
He discussed his research that demonstrates that the brain isn’t actually wired to “think”. In fact his research shows it is designed to save most of its processing energy for crises. Instead, he believes that the brain is designed to think within “Schemas” or structured groupings of preconceived ideas that determine how we understand the world, culture, advertising and everything…”
Sounds logical indeed, but even better, his research shows that in 100 percent of cases, nonstop talk about a product or business was created when a Schema of expectations was blended or broken. “A broken or blended schema throws the brain into a loop” Knox says in the article, published inhouse on Jan 25th 2010, “and when the brain is confused it has to talk about it,” he said.
Let me give you an example that bring it closer to home. Yesterday my iPhone broke, sending all of my calls to messagebank all day long. Very frustrating indeed. So last night I was forced to confront my demons and call Optus, (one of Australia's largest telcos) for help.
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