Word of Mouth Marketing Strategies
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Marketers in both the private sector and higher education often view word of mouth endorsements and comments as a lightning strike: random and unpredictable. Or, WOM is viewed as the secondary result of other marketing efforts. The truth, however, is much different. In this session we will examine how word of mouth marketing can attract students to your program and make your job a lot more fun. Presenter: Matthew Painter, MBA Program Director Texas State University
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Word of Mouth Marketing Strategies
- 1. APPLE TO ZAPPOS(.COM) WORD OF MOUTH MARKETING FROM A-Z Matthew Painter MBA Program Director, Texas State University TXGAP Conference, San Antonio June 13, 2014
- 2. WHAT WORD OF MOUTH (WOM) IS NOT… - Random - Uncontrollable - Expensive - A fleeting pleasantry
- 3. WHAT WOM IS VIDEO WILL BE HERE
- 4. WHY IS THIS AWESOME? - As a human, it feels intrinsically good - Relative to traditional marketing it’s very inexpensive - Longevity of the message - Tremendous loyalty among participants - The credibility of the WOM generated carries far more weight than any media buy
- 5. TWO WORD OF MOUTH CASE STUDIES TO GET YOU THINKING ABOUT WOM IN YOUR PROGRAM/COLLEGE/UNIV ERSITY
- 7. APPLE - Technology company - Relatively expensive price points - “Closed environment” - Limited customization options - Arguably some planned obsolescence with the release of new hardware/software
- 8. SO WHY IS APPLE’S WOM SO AWESOME? - Customers feel part of an exclusive club - Cohesive branding - AMAZING customer service - Quality products with a defined purpose - A great overall EXPERIENCE
- 9. WHAT SOLD YOU ON YOUR FIRST APPLE PRODUCT?
- 10. Not this…
- 11. This!
- 12. Print ad Billboard TV commercial Annoying website pop-up Personal recommendation
- 13. WOM LESSONS FROM APPLE - Embrace who/what you are - People appreciate authenticity - Excellent customer service is excellent marketing - And it’s free. And it’s the right thing to do. - When you make people feel special, they want to tell their friends about you. - And in the process they become your marketing team. - People remember how you made them feel
- 15. ZAPPOS.COM - Founded in 1999 - 2000 sales: $1.6M - 2001 sales: $8.6M - 2003 sales: $70M - 2007 sales: $840M - 2008 sales: >$1B - Acquired by Amazon.com in 2009 for $1.2B
- 16. ZAPPOS.COM - They sell shoes. - At retail prices.
- 17. ZAPPOS.COM - “Powered by Service” - Above-and-beyond, amazing customer service - Examples: - Pizza - Flowers - Keep our mistake - 75% of their customer base are repeat buyers
- 18. WOM LESSONS FROM ZAPPOS - They aren’t selling shoes (and you aren’t selling graduate education) - We are delivering an experience - Again: Excellent customer service is excellent marketing - Customers are forgiving when you treat them exceptionally well
- 19. GREAT- NOW WHAT? 5 Ideas to Get Your WOM Started
- 20. Idea #1: Identify Your Fans
- 21. • Alumni • Current students • Staff/Faculty/Employees • Industry leaders • Advisory Board members • Brand evangelists • Excited prospective students
- 22. Idea #2: Talk to your Talkers
- 23. • In-person • Phone • Online • Web • Email • Social
- 24. Idea #3: Make your message easy to share
- 27. Idea #4: Make people feel special
- 29. “Would you mind helping us out with our website?” “You have been selected as an outstanding McCoy graduate to be featured on our website.”
- 31. Idea #5: BE WORTH TALKING ABOUT (otherwise you have to pay for it)
- 33. SUMMARY - Both Apple and Zappos have created legions of marketers fans, not necessarily because of their products but because of the experience they provide to their customers.
- 34. SUMMARY - Identify people who want to talk about your university/college/program - Engage with your talkers: be a part of the conversation - Every chance you get, make it easy for people to share your message - Make people feel like VIPs - BE WORTH TALKING ABOUT
- 36. THANK YOU Matthew Painter MBA Program Director Texas State University (512) 245-3591 mpainter@txstate.edu Web: McCoyMBA.com Facebook: facebook.com/McCoyMBA Twitter: twitter.com/McCoyMBA Blog: McCoyMBA.wordpress.com
Hinweis der Redaktion
- So is this a common conversation? [read slide] You have two puzzle pieces that aren’t quite lining up. It can be frustrating, We need to get the word out about what we do—market our programs—in order to grow enrollment. But with funding being what it is, we are given an objective without always having the tools to accomplish the mission. What we’re going to talk about today are some very simple and effective things you can do—7 of them, to be exact—to engage prospective and current students using Word of Mouth Marketing and Social Media. And these tactics don’t cost a lot of money. Some of them don’t cost a dime.
- So is this a common conversation? [read slide] You have two puzzle pieces that aren’t quite lining up. It can be frustrating, We need to get the word out about what we do—market our programs—in order to grow enrollment. But with funding being what it is, we are given an objective without always having the tools to accomplish the mission. What we’re going to talk about today are some very simple and effective things you can do—7 of them, to be exact—to engage prospective and current students using Word of Mouth Marketing and Social Media. And these tactics don’t cost a lot of money. Some of them don’t cost a dime.