When consumers want to buy a flat-screen TV, take a vacation to a place where they’ve never been, or see a movie at the local theater, who do they turn to for advice?
Their friends, family and experts.
Yet only one in four communications professionals have a word-of-mouth program in place. An article in the February issue of PR Tactics includes results from a survey called Myths & Realities, conducted by Ketchum and USC’s Annenberg Strategic Public Relations Center.
It says that despite strong evidence that friends, family and experts play a key role in influencing decisions, only 24 percent of communicators have a word-of-mouth program in place.
Those programs might include:
A company blog.
Posting comments at other blogs that discuss a company’s product, service, cause, issue or interest. (See “Let bloggers create publicity for you.”)
Something as simple as a “tell a friend” box at your website.
A contest in which consumers create a clever video of how they use your product or video, upload it to YouTube and compete for prizes.
Encouraging customers to write a product review and post it at your website
There are dozens more ideas. Let’s hear yours.