WORD-OF-MOUTH: THE BEST MARKETING TOOL

word of mouth

As marketers, we know it’s personal. There are so many tools brands can implement to boost sales, but none are as effective and highly trusted by consumers as recommendations from friends and family. As a brand, it may be hard to conceptualize how to get people talking and genuinely recommending your products. But if you can manage to make it happen, the payoff is big. Word-of-mouth marketing generates twice the sales of paid advertisements.

According to extensive consumer studies, word-of-mouth marketing is the most highly trusted and effective marketing tool. A staggering statistic, 75% of consumers do not trust ads while over 90% of consumers believe brand recommendations from friends. People are four times more likely to buy products when referred by friends.

How can brands facilitate the rise of something as organic as personal recommendations?

User-generated Content

Brands can align with user-generated content to connect to their market. User generated content comes directly from consumers—including positive information about brands and testimonials. This type of honest, organic content builds trust and gives marketers extra material for sharing. 86% of millennials trust this type of content as a good indicator of a brand. Campaigns that work particularly well for compiling user-generated content include viral hashtags and reposting consumer media praising the product or service.

Reviews and Testimonials

Like user-generated content, testimonials garner high levels of trust. 79% of consumers trust product/ service reviews and testimonials as much as they trust personal recommendations. On the brand side, adding ratings and reviews to a website can generate as much as 18% more sales. Companies like Amazon utilize this tool notably well. While showcasing positive reviews, companies must also be mindful of negative feedback. Responding proactively to negative review and testimonials with quick and thoughtful language is essential to getting ahead of any content that may harm your brand. Since reviews come so highly trusted, negative reviews are of equal importance and must not be ignored.

Incentive and Referrals

To elicit word-of-mouth marketing, brands often use an incentive or referral program to create new users. Offering customers a discount or free gift for sharing with friends works well for generating word-of-mouth referrals. Effective examples of this are credit card companies offering cash incentives for referrals and Planet Fitness’ points referral program. For the same reason people love giving gifts, happy customers want to share with their friends. Offering a reward in exchange proves incredibly effective for generating organic outreach.

Influencers

We already know the importance of influencers. They earned their name. In fact, the most valuable word-of-mouth recommendations come not from friends or family, but from influencers. 40% of people said they’ve purchased an item based off their recommendations. Win influencers over with exclusive free product trials or by mentioning them in your brand social content.

How are you using word-of-mouth marketing to build your brand power? Join us in the discussion and tweet us @DEVENEYMKTG.

SOUNDS OF SUCCESS: MY PR ASSOCIATE PLAYLIST

Spotify x DEVENEY associate

I used to wonder what the soundtrack to my life would be. Then I realized I couldn’t make a playlist long enough. So, I started with a day. Whether it’s my keyboard clicking beneath my fingers as I write a press release, or the rattle of the streetcar on its tracks during my morning commute to work, every day here is punctuated by sounds.  Our playlists reflect a lot about us, so this is a day in my life as a Public Relations Associate at DEVENEY, told through my daily Spotify playlists. 

Morning

Every morning, I wake up an hour before I leave the house. After a few hits on the snooze button, I play my favorite Wake Up playlist. I’m not naturally a morning person, so this playlist features lively tunes to kickstart my day. As an Associate at an engagement agency, I have to stay sharp. Things move quickly here, and a crisis project can happen anytime. Starting my day with this energetic flow pushes me into starting my day at my best.

I commute to work on the streetcar every morning and listen to different podcasts to pass the time. I love the Mindvalley podcast for tapping into my potential and productivity. Mindvalley helps me tap into my creative flow. This allows me to start my day with confidence and mental energy.

Before lunch, I listen to something calm to get me in the zone. I focus and organize myself, check my emails. start projects, go to meetings, and establish a flow. 

Afternoon

I don’t listen to music during lunch, but if I did it would be the DEVENEY happy songs playlist. This playlist captures the office atmosphere and the spirit of the neighborhood.  I love exploring the beautiful Lower Garden District neighborhood during my break and trying restaurants nearby. My favorite is Lilly’s, their spicy tofu is heavenly. 

In the afternoon to jumpstart my productivity and knock out any deadlines, I listen to POLLEN. This eclectic playlist feels fresh and sunny with interesting new songs that keep focused and alert. This playlist helps me channel creative flow into writing talking points, conducting client research, building media lists or assisting with speaker training binder development.

Music inspires me to reach my goals and put my best (tapping) foot forward.

If you’re interested in joining the team, apply now to the Associate Program. The opportunity lasts for 12 weeks, starting in January. Associates may work a maximum of 20 hours per week. Interested students should apply by October 31, 2018 to be considered. To apply, please send a cover letter, resume, relevant writing samples, and/or portfolio examples to AssociateProgram@deveney.com. 

 

BEST PRACTICES FOR SOCIAL MEDIA GRAPHICS

When it comes to social media and branding, generating engagement and making an impact on our audience is essential. A key element to aid in the success of social content and the impact it has on your target audience is by keeping your visuals consistent and brand aware.

Studies have shown that our society is heavily persuaded by visual stimulation. Good visuals have become a necessity to maintaining a concrete brand message and keeping a constant line of communication open between brands and audiences.

We’ve learned how important it is for brands to establish a consistent brand image that audiences can routinely begin to recognize and appreciate as they scroll through their social feeds.

A great way to establish a visual narrative of your brand across all social platforms is to start with drafting your concept. Once you have that down, you should move along to determine if your visual follows basic design principles:

 

  • Legibility
    • Be sure that the text chosen for your graphic, is easy to read. Many overlook this step for fonts that they find appealing. Don’t do this. Choose a typeface that your audience can easily decipher.
  • Visual Hierarchy
    • This instructs the user on how to read the content by differentiating the elements needed for the graphic: like type size, color or other artistic elements.
  • Color
    • Be sure that you are cognizant of the color choices in your social graphic. Colors have been proven to influence how we digest certain visuals and what moods we associate them with.
  • Typography
    • Dependent upon the tone of your graphic and its messaging, the typography you choose to further that message is also significant. Type can convey different ideas or moods to audiences, so it’s important to choose the type you want wisely.

By striving to maintain a recognizable approach to your social graphics, you leverage your visuals to reinforce and elevate your story with audiences. Additional sustainable habits include using the company logo, colors, and type to brand your content as you craft your posts.

Remember, consistency registers the most with people and will create a new connection between your brand and its constituents.

So, next time you sit down to create a social media graphic, create a checklist of the necessary components for a successful and brand aware graphic. From there, you’ll be much closer to meeting the objectives you conceptualized.

Want to learn more? Join our conversation by tweeting us @DEVENEYMKTG.