WORD OF MOUTH MARKETING

1. WORD OF MOUTH
MARKETING
Presented by :
Mithisar Basumatary

2. •Word-of-mouth marketing (WOMM, WOM marketing), also called word of mouth advertising is actively
influenced or encouraged by organizations .
•Word-of-mouth advertising is the process of actively influencing and encouraging organic word of
mouth discussion about a brand, organization, resource or event.
•When WOM is mediated through electronic means, the resulting electronic word of mouth (eWoM) refers to
any statement consumers share via the Internet
•Word-of-mouth marketing, which encompasses a variety of subcategories:
•Buzz, blog, viral, grassroots, cause marketing, social media marketing, as well as ambassador
programs,evangalism marketing ,gorilla marketing and many more.
Word of mouth is the passing of information from person to person by oral
communication, which could be as simple as telling someone the time of day.

3. WOM marketing is one of the oldest and still the most effective form of marketing
• About 62% of consumers search online for reviews and information before purchasing a product and a
whopping 90% believe brand recommendations from friends.
• 72 per don’t believe in advertisement but 92 believe rand recommendation from friend.
• People are 4x more likely to buy when referred by friend
• WOM generate 2x more sales then paid add
Success stories
• Reckitt Benckiser distributed 48,000 samples of Dettol to 4,000 influencer moms, with encouragement to
try one sample and share views. They incorporated a gamification element to the campaign to encourage
continued word-of-mouth discussion among the super-influencers.
• The Make-A-Wish Foundation is a non-profit organization dedicated to providing special experiences to
children facing life-threatening illnesses. In 2013 Miles Scott, a five-year old with leukemia wished that he
could be Batkid for a day. What followed was pretty extraordinary.
Miles went on an elaborate adventure throughout San Francisco as Batkid. Mobilizing their email lists and
social media, 12,000 volunteers participated to cheer on Miles during his Batkid experience. The results:
Source: https://www.impactbnd.com/blog/word-of-mouth-marketing-strategies-infographic

4. Uniqueness and word-of-mouth marketing have been successfully combined by the Old Spice “The Man Your
Man Could Smell Like” campaign. The video combined humor and entertainment with relevant facts to engage
consumers.
This campaign created significant word of mouth buzz both online and offline. It became an overnight success,
receiving 5.9 million YouTube views the first day.

5. Buzz marketing
It is a viral marketing technique that is focused on maximizing the word-of-mouth potential of
a particular campaign or product, whether that is through conversations among consumers'
family and friends or larger scale discussions on social media platforms.
• Buzz marketing depends on the power of one-on-one personal messages more than broadcast
messaging and assumes that word-of-mouth holds more weight with consumers since it is
perceived as unbiased, coming from people they trust and not simply directly from the
company.
• According to Billon and Tardieu (2002), buzz marketing is based on word of mouth creating a
buzz around a product, service or event.
For example: You might recruit volunteers preferably proactive consumers who are center of
influence among their peer to try products and then send them out of talk about their
experience.
• It reaches more people, faster than advertising, direct mail or even the Internet.

6. A high level of individual engagement on social
media, increase the positive associations with the
brand.
Events that generate bad associations with
the product in the mind of the public.

7. Following are the types of Vectors in Buzz Marketing:
The Lunatic Fringe: Also called as “Innovators,” who are open-minded and always ready to try the
new products and services launched in the market.
Alphas: These users lie between the innovators and the early adopters, who search in for the novice
products and ready to bear the risk.
Bees: These users give birth to the buzz marketing, who regularly share their experiences about the
goods and services with the other consumers.
Large public: It includes those users who buy the goods and services only when it has been used by
the majority of the population and is well tried and tested. There more than 150 users who share their
experiences with the consumers, but it has a Snowball Effect i.e. less information fades naturally.
Laggards: These users are traditionally bound with the conservative mindsets. They do not resort to the
new goods and services immediately and wait for a long time till it becomes a tradition.
: http://businessjargons.com/buzz-marketing.html#ixzz4rjad4Na6

8. Coke logos, have been replaced with popular
names and generate growing online Buzz…
…Company said more than 353,000 virtual bottles
have been shared on the #ShareaCoke
campaign’s website.

9. Viral marketing (or viral advertising)
It is a marketing technique that uses pre-existing social networking services and other
technologies to produce increases in brand awareness or to achieve other marketing objectives
(such as product sales or marketing buzz) through self-replicating viral processes,
It is a method of creating buzzwords or marketing pieces that are memorable and attention-
grabbing in our modern, always-connected world. This method of marketing utilizes social
media, videos, text messaging, and other person-to-person methods to spread information
about a product or service
What Techniques Are Used in Viral Marketing?
• Giveaways: These offer something exciting or fun. People love to talk about what they got for free and will
tell others how to get it for themselves.
• Videos: A video can offer a viewer a chance to engage in the product and experience it. It can be very fun
and entertaining. The more memorable, funny, or shocking your video is, the more likely it is to go viral.
• Social Media: It's pretty much impossible to engage in broad-scale viral marketing without using Face
book, Twitter, YouTube, or any other sources. These media allow people to easily share your message and
greatly increase the likelihood that it will go viral.
• Newsletters.

10. The ad was aired during world cup 2015 when the sentiments were at an all-time high to support
India.
After the ad was uploaded on Fewikwik’s YouTube channel it crossed a viewership of 9,50,000
views!
The brand promoted the ad with hash tag #TodoNahiJodo. Below are a few tweets during the world
cup match :
Fewikwik's Todo Nahi Jodo

11. Community marketing
• It is a strategy that involves forming an engaging brand presence in order to interact with a community of existing customers.
• This type of marketing occurs in places like enthusiast groups, Face book groups, online message boards and Twitter
accounts. These communities give members a place to make their needs known and give companies the opportunity to
respond and make them feel important – which they are.
• By creating and maintaining connections and relationships with current customers via in-person or online communities,
everyone involved will benefit. Companies will receive valuable feedback on their products and a handle on their interactive
online presence, while customers will feel valued and are more likely to give their loyalty to the company.
• Community Marketing Advantages:
Costs Less
Grows Loyalty
Maintains Authenticity
Drives Innovation
Grassroots marketing,
Grassroots marketing, sometimes known as guerilla marketing, starts from the ground up. Instead of launching a message you hope
will appeal to many people, you target your efforts to a small group and hope the group will spread your message to a much
larger audience.
Grassroots marketing often uses unconventional or nontraditional methods. Grassroots marketing often costs less than more
conventional marketing efforts, but can produce big results.

12. Grassroots Marketing Strategies
1. Word of Mouth
2. Offer Product Samples
3. Take Advantage of Local Community Events
4. Sponsor Prizes for Local Contest
5. Make Use of Referral Bonuses
6. Take Advantage of Social Media
7. Charity Events
Coca Cola's street dining concept titled 'The Happiness Table'. This marketing campaign brought unlikely
strangers together and connected them through their love of Coca Cola's product.

13. • Evangelism marketing is an advanced form of word-of-mouth marketing in which companies
develop customers who believe so strongly in a particular product or service that they freely try to
convince others to buy and use it. The customers become voluntary advocates, actively spreading the
word on behalf of the company.
Evangelism comes from the three words of 'bringing good news', and the marketing term draws from
the religious sense, as consumers are driven by their beliefs in a product or service, which they
preach in an attempt to convert others.
Few creative examples from real companies.
Buffalo Exchange – The used clothing chain recruited high school students interested in fashion
design to act as “trendsetters.” They were given gift cards to the store and asked to dress up
mannequins in hip new styles. This simple and cheap program was a way to connect with young,
fashion conscious shoppers who influence the choices of their friends.
Chubbies
This brand of men's shorts and swim trunks sells shorts with a shorter inseam than traditional
men's shorts. According to Vert, ''Chubbies co-founders make the customer the hero.'' They engage
customers to take photos of themselves wearing their Chubbies.
In addition, the brand works to make sure customers are happy. For example, when a customer told
the brand his shorts were stolen out of his gym locker, they replaced the shorts and gave the man a
week of free karate lessons. The customer shared the story and became a brand evangelist.

14. Cause marketing
It is defined as a type of corporate social responsibility, in which a company’s promotional campaign has the dual purpose of
increasing profitability while bettering society
. The principles of cause marketing refer to aligning a brand with a cause to produce profitable and societal benefits for both
parties. These mutual benefits can include the creation of social value, increased connection with the public, and the
communication of shared value, as well as profit.
Guerrilla marketing
It is an advertisement strategy concept designed for businesses to promote their products or services in an unconventional
way with little budget to spend. This involves high energy and imagination focusing on grasping the attention of the public in
more personal and memorable level.
It is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.
Influencer marketing is a form of marketing in which focus is placed on influential people rather than the target market as a
whole.
It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.
Influencer marketing involves marketing products and services to those who have a sway over the things other people buy.
• Any person, group, brand, or place could potentially be an influence. For example, celebrities are often used to market
products because they are highly respected and highly visible.

15. • Blog post is beneficial to marketers and why brand blogging is a vast improvement over traditional online
ad units.
Blog posts are perfectly optimized for search.
Blog posts corral other forms of interesting content.
Blog posts are easily shared through social media.
Blog posts increase traffic to a brand’s website and landing pages.
Blog posts are an effective lead qualification mechanism.
Brand blogging encourages brand engagement.

16. “The Soda with the Buzz” – Forbes.com
 An “energy” drink, $2 (8.3 oz.), 80 mg of caffeine
 It doesn’t taste very good
 Yet Red Bull has a 70 to 90 percent market share in over 100 countries worldwide.
 Its contents are not patented - all the ingredients are listed on the outside of the slim
silver can.
 In 2004, 700 million cans were sold in the U.S. i.e. 47% share of the energy drink
market
 Red Bull sponsors some 500 athletes worldwide

17. NWOM vs. PWOM
Negative information normally has more impact on attitude and cognition than positive
information, but there is evidence that positive word of mouth (PWOM) usually has
more effect on purchase intention than negative word of mouth(NWOM).
Most people remember much more positive (89%) than negative (7%), word-of mouth
.
• Negative word-of-mouth spreads barely more than positive (average of 8.25
people vs. 7.44 people).
• There is little neutral word-of-mouth - consumer statements almost always have either
negative or positive polarity