6 F A L L 2 0 2 5 Word-of-mouth advertising is highly valued because of its power to bring in new customers without the expense of paid media. It’s also one of the most credible forms of advertising since people tend to trust recommendations made by their friends and family. Once limited to in-person conversations and phone calls, word-of-mouth advertising now has much broader reach thanks to posts on social media and online product reviews. It’s important to note that word-of-mouth advertising should never be faked or invented. It’s unethical to do this and can create a backlash against the brand that damage its reputation. Businesses can, however, take steps to foster the level of excitement and confidence necessary to get customers to recommend them. What can your business do to help trigger word-of-mouth advertising about your products and services? Provide a customer experience that goes far beyond what’s expected. Just slightly exceeding expectations isn’t enough. You must go the extra mile if you want customers to freely recommend your business to others. Consider these techniques: Create special spaces. Some businesses make themselves unforgettable through distinctive buildings or spaces. One dramatic example is the erupting volcano outside the Mirage in Las Vegas. But this principle can be employed on a simpler scale—such as a very comfortable and well-furnished waiting room at a car repair shop or a restaurant located in a former schoolhouse or factory. Provide memorable experiences. The tossing of fresh fish from one employee to another at Pike Place Market in Seattle is a famous example of a business that offers customers a unique shopping adventure. Other examples include the hotel that passes out freshly baked cookies to guests, the electrician that offers to do a free safety inspection of each customer’s home, or the retail store that follows up major purchases by sending a handwritten thank-you note. Be thoughtful and generous. Businesses with a strong customer-service culture are proactive and look for ways to deliver even more than the customer expects. Perhaps this means staying late to help a customer meet a tight deadline, patiently explaining how to use new technology, offering a toy or snack to a mother with a fussy child, or sending a book or article to a client that you think they’d enjoy reading. While it’s common to over-deliver to new customers, the key to success is to exceed expectations consistently, for all customers, in all areas of interaction, over the long haul. To help generate it, you must greatly exceed expectations Let’s Talk About Word-of-Mouth Advertising
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