Then They Tell Two Friends...
- Part of Norman Rockwell's: "The Gossips"
When I was a kid I played a game called broken telephone. You might know it as something different, but in essence you whispered a sentance into someone's ear and they pass the message along. The last person would announce what the twisted sentence became, which was always different and usually embarrassing, and some prankster would add 'purple-monkey-dishwasher' on the end.
I think word-of-mouth marketing (WOM) works like this game, in both ways. It can spread a message like wildfire, but that message isn't always as it was intended to be. There have been times when friends of mine have told me about an epic sale or deal that totally changed their life. Then, when I went to take advantage of this too-good-to-be-true deal, it turns out it's not all it's cracked up to be. Remember, the telephone is broken. But with the help of social media, consumers are able to provide links to information straight from the source and eliminate all the misunderstanding. Reason number one why WOM marketing becomes so important.
It's important to know that consumers now-a-days, especially of the female persuasion, will listen more closely to their friend and even still strangers, who are in the same consumer camp. Anyone else besides the smooth-talkin', name tag wearin', shiny shoed sales rep, who will pretty much do anything to close the deal. Holly Housewife would rather take advice from Convict Carla, just as long as they both were in the market for the same product or service. A fellow consumer would never betray one of their own.
What consumers expect from marketers is the truth, plain and simple and when companies have appearances to uphold, the truth sometimes seems to get swept under the rug. Trust is the name of the game and if they don't trust you, they most certainly will not buy from you. But don't fret, if your company is doing everything it should be, then there isn't anything to worry about.
It's when a customer gets upset that the WOM message seems to find its way farther, with more velocity and the wrath of a thousand suns. Consumers are twice as likely to vent negative messages through forums like social media and websites, than they are gratitude for a job well done. Which makes sense because, as momma would say: "the squeaky wheel gets the oil." Ignoring negative feedback is never smart for you company, and removing it is even worse. This only goes to show your customer how little their happiness means to you. And I don't know about you, but I expect a certain level of happiness from products that are supposed to make my life better and my satisfaction should be equal to your company's bottom line.
However, after all that, WOM marketing is a powerful advertising tool when women are the target audience. Mostly because women are sharers. Unlike men, who feel a sense of victory and ownership of a good deal. He is more likely to keep that piece of info for himself in order to hold it above the heads of his friends. Women will instead invite friends to come along for the shopping trip. It's less about me and more about we. A shared experience is a more enriched and fulfilling one, especially when you're getting a kick-ass deal on something.
The power of social media has really put the power back in the hands of the consumers. So next time something doesn't live up to their expectations you're going to hear about it. And also be sure to note that their friends know, that their friends know, that "your company totally blows, purple-monkey-dishwasher."
- Tell us about how you share your feedback in the comments below