Sometimes it’s nice to hear your favorite band stripped down of all of the production and amplification often heard on recordings and in concert. This is how you really get to know their talent; it’s the most authentic performance.
We’re always searching for authenticity in marketing. Sometimes the best way to find it is to pull the plug on your marketing efforts as well. Finding the ways to generate offline word of mouth can be the trickiest, but also the most valuable. It starts, of course, with offering an amazing product (or service). It continues with high quality customer service. And, it all comes together by being different than the rest. If you can offer your customers a unique, easy, exceptional customer experience, they will talk.
Last week, I began to talk about a company that didn’t even finish the job. Efficient Attic Systems provided me an estimate for adding much needed insulation to my hot Phoenix home. The installers showed up the next morning ready to tackle my historic home. After spending some time in my attic, they came down and explained that due to the old design of my home – particularly the low pitch of the roof – they didn’t believe they would be able to properly install the insulation in a way that would offer me a reasonable benefit for the cost. They sent a manager out to inspect and confirm, apologized profusely, and left.
Now, I know next to nothing about insulation. They could have spent a couple hours in my attic, sprayed some foam around, collected their money and left. I never would have known the difference. Times are tough, and I know the company lost money spending half a day at my house for no payment. They showed great integrity in their honesty, and although I’m disappointed that the job couldn’t be completed, I find them incredibly worthy of my praise and recommendation.
They earned Word of Mouth simply by offering a unique experience – a home improvement company more concerned about treating their customers fairly than their bottom line.
Here’s the catch, though: If U2 only performed unplugged for small crowds – no albums, no sold-out arenas – they wouldn’t have the success they have today. Bands need to turn up the volume to build support. And so it goes with Word of Mouth marketing.
Using social media shouldn’t be the reason your customers are talking about you. Social media is the amplification that helps them get heard by a broader audience. When combined properly, on- and offline Word of Mouth efforts generate authentic, positive experiences, and expand their reach further and faster than ever before.
What kind of customer experiences do you provide to encourage offline Word of Mouth?
Below, enjoy an “Unplugged” performance, courtesy of The Office’s David Brent: