Make Marketing History

The views of a marketing deviant.

Wednesday, May 21, 2008

How To Generate Word Of Mouth.

A trip to the plumbing supplies outlet. Yes, they can identify the fault. Yes, they can order the seals that need to be replaced. No there will be no charge even though it's no longer under guarantee and a number of other plumbers had suggested three figure bills.

Why so helpful?

"Because we only supply products that we can back up."

It wasn't a clever advertisement. It wasn't a scripted customer service pitch. It was just a retail worker enunciating what is clearly a deeply-engrained company philosophy. And that's why it's authentic. And that's why it's memorable. And that's why every customer who experiences it will re-tell it. Just like I am now.


Anonymous Anonymous said...

Nice post. Very true. But.. Wwo are they?

2:57 PM, May 24, 2008  
Blogger john dodds said...

They are too small and too local to be benefit from the immense global reach of this blog otherwise I would have namechecked them. And that's partly my point, the word of mouth will spread by word of mouth - from one person to another. Not from one to many.

12:30 PM, May 25, 2008  

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