Coming up with new, fresh word of mouth topics is easy if you know where to look. While there are some talented agencies out there who can help, a lot of fresh content is probably already under your roof — you’re just not looking in the right places.
Before you go spending money on a big campaign, explore the content you’ve already got and find ways to make it easy to share.
Where to look:
- Your R&D department. A great place to find fresh content to share is where all your behind-the-scenes testing takes place. DuPont created a series of science videos based on their test footage. One of the biggest viral campaigns of all time — Blendtec’s “Will It Blend?” series — began with a stroll through their R&D facility.
- Your front lines. Get fresh ideas for starting conversations by getting closer to your customers. Answer the phones, work the registers, and look for opportunities to interact those who use your stuff every day.
- Your fans. Take your quest for topics outside of the company and ask your fans for help. Make it easy for them to share their ideas and offer improvements to what you’re already doing. When you ask nicely, you’ll find fans are glad to help.
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Think like a fisherman and go where you know the fish are.
Start with your customers. Figure out way to integrate lagniappe into your product or service, i.e. ‘purple goldfish’. Lagniappe (pronounced lan-yap) is creole for ‘the gift’. In Lousiana it is typical for the merchant to ‘give a little extra for good measure’.
Want to generate ‘word of mouth’. Invest your marketing dollars back into your greatest asset . . . your customers. Go above and beyond to add value to their experience. Create a relevant unexpected signature element (a purple goldfish) that leaves your customers with AMMO. You need to give your customers something to talk, blog, tweet and post to Facebook about.
Need thought starters? I’m collecting 1001 for charity. See the first 175 examples at http://marketinglagniappe.com/blog/1001-examples-of-lagniappe or use the hashtag #PurpleGoldfishProject.
@9inchmarketing