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Secrets to

Biz Buzz

Positive

Lora UllerichDigital Media Specialist

Lora.Ullerich@coleinformation.com

Session Framework

Session Framework

•What is Word-of-Mouth marketing?

•How to get, hear & amplify WOM.

• Close with five action points to start on today.

Session Framework

•Cole Directory published in 1947.

•Crisscross directory of addresses & phone numbers.

•Invaluable information for a number of industries:•Telemarketing

•Debt collection

•Law enforcement

•Today, web-based lead generation for businesses.

Background

Who Do You Believe?

90% trust family/friend reviews

Word-of-Mouth

Alternative Marketing

•Purpose: get people talking!•Viral videos

•Buzz

•Shill

•Guerilla

•Word-of-mouth

Alternative Marketing

•Viral video•Mayo Clinic “Charming Older Couple”

Alternative Marketing

•Buzz:•Dove Evolution Viral ad

http://digitallabz.com

Alternative Marketing

•Guerrilla:•“Brokeback Motrin”•Outdoor advertising campaign

www.creativeguerrillamarketing.com

Alternative Marketing

Shill:•Vespa’s outdoor café approach

WOM Participants

•Despite blogs and SM, the majority of people talk offline!

•82% face-to-face*

•11% phone*

*Source: Google/KellerFay, Word of Mouth and the Internet Study, June 2011

•“I Heard it through the grapevine…”

•Believable—90% trust family/friend reviews

•Unpredictable

•Positive & Negative

•Ebbs and flows

Word-of-Mouth

•Powerful:

•Don Strinz Tipi

•WOM has put

small business on

the map

Word-of-Mouth

Why Participate?

•Dave Balter, www.buzzagent.com

• Educate

•Provide knowledge

•Find Common Ground

Why Participate?

•Dave Balter, www.buzzagent.com

• Validate opinion

•Pride

•Share

Influence WOM

•Give people something to talk about!

•Recruit Brand Evangelists

•Customer testimonials

•Network

•Return the favor

•Employees

•Jay Ehret http://themarketingspot.com/

•The power of a hand-written note.

•Have satisfied customers talk about you online.•*81% get advice relating to a product/service

purchase on SM sites.

•74% found such advice influential to their decision.

Turn WOM Up!

*Click Z, January 2010

•Create a :30 elevator pitchCole information is a powerful lead generation company based in Omaha, Neb. with more than 60 years experience helping small businesses find new customers. Not only do we offer an affordable, easy-to-use suite of products, we also give our customers and prospects support through www.colecommunity.com where we offer product and small business marketing webinars, articles, and buddy’s blog. Best of all, Cole Community is FREE!

Turn WOM Up!

Turn WOM UP!• Create

opportunities for people to learn and talk about you.

Use social media:

•Ask questions

•Engage

Online Reviews

•Add reviews to online local listing sites •Customer reviews are 12 x more trusted

• Practice excellent customer service.

• Treat your employees right.

• Write down a :30 elevator pitch.

• Send personal note to best customers.

• Regularly RT on Twitter/update FB status

Five Action Points

• Colecommunity.com Resource filled with webinars, videos, Buddy’s blog and articles dedicated to small business owners grow their business.

• www.thespotmarketing.com Online source for relevant content information.

• www.buzzagent.com Boston word-of-mouth marketing company.

Resources

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