Word of Mouth Marketing Works
This week, I was quite surprised to hear that Nutella had issued a cease and desist letter to the creator of World Nutella Day, Sara Rosso. Because her promotion of the brand, via the website and social media, was not directly approved by the company, she was using their brand name without permission. Thankfully, they came to their senses, dropped the cease and desist and communicated with her directly about continuing her support of the brand.
Somehow, Nutella (or their parent company, Ferrero) didn't realize that they were actually getting *FREE* marketing for their brand. Let me say that again:
Word of Mouth marketing for your brand is a GOOD THING.
When it comes to marketing a brand, the first piece of advice that we give is to be more human. With the bombardment of information available at any given time, we are all more aware of a corporate message and inauthentic sales pitches. These days, 92% of consumers will ask their friends' opinion before purchasing just about anything, according to a Nielsen study. Relationship building is more important than trying to convince someone why your brand rocks.
Here are some ways that you can support your current and growing fan base:
- Thank them. - It's as easy as that. When they share your content, give them a shout out and thank them for the share.
- First dibs - Launching a new product? Allow your die-hard followers to have first dibs before anyone else. They will most likely give you better feedback than your own quality control. They'll also get the word out about how awesome you are. Often 20% of customers bring in 80% of revenue and that 20% may be your most loyal customer base.
- Treat them like a person - A relationship may look like brand-to-fan on the outside but creating a real relationship is based on being human. Be available. Answer questions. Respond. Listen. Connect with them in a real authentic voice.
- Rewards - Nothing excites a true fan than a reward from their favorite brand. Has someone stepped in on your behalf after a rude comment on your blog? Offer them an opportunity to guest post for you. Give them some cool swag. We all love swag. Reward those who look after your brand reputation. They will only love you more.
For the good of all who love chocolate hazelnut spread, World Nutella Day will most likely continue. Thank goodness someone realized that it would make more sense to work WITH their biggest fans and supporters rather than turn them away. After all, you have an extra marketing arm of your company just because someone loves what you do. Your job is to keep being awesome and support the tribe that supports you.
I swear I've said this before.
Do you have any examples of brands that are great at nurturing fan loyalty? Share your comments below!
Featured image credit: Moogs
