The Pitch: Let them see it - and unleash the power of the Wombat

There's a lot of talk these days about "viral marketing". This term refers to nothing more than good, old-fashioned word of mouth.

Today, we can connect and influence people instantly and for free. Before email and the internet the spread of information was slow.

Everything has changed now. The speed technology adds to the equation makes things interesting and the results potentially unlimited.

The buzz can spread accidentally. In The Tipping Point, Malcolm Gladwell tells how Hush Puppies inexplicably became a fashion must-have, surprising the brand's owners who thought Hush Puppies was a dog. Or word of mouth can be actively managed - the way of the Wombat (word of mouth by active technology).

Not every idea, product or service is going to capture the imagination enough to awaken the Wombat.

Some products naturally stimulate more interest than others: The Blair Witch Project movie, Harry Potter and David Gray's White Ladder album became sensations because people loved them and wanted to share their discovery. They succeeded because they deserved to, rather than because of hype.

People talk about innovative products because they are impressed by how clever they are or how much the product has changed their lives. Think Viagra or iPod.

How can we know anything about hotels, airlines, cars and entertainment in advance? They depend on experience. Personal recommendation (or a horror story) is a strong motivator for people to try - or to avoid - these types of products and services.

Recommendations reduce anxiety. When people don't fully understand products, they ask friends. Talking helps. Ask any shrink.

People talk about what they can see. If your product is invisible, it won't awaken the Wombat (when was the last time you overheard a discussion about wallboard versus what Jen and Brad have been up to?). You need to get the ball rolling. Make contact with people who are plugged in. Are people who never miss Oprah and never go out really likely to advocate your product or have credibility and influence?

Be honest with yourself. If you think your product sucks, so will the people you expect to talk about your product. If it is not interesting or different, don't bother.

People are busy. Give them tools to connect. Text links in an email or a referral form on a website make it easy.

"What's in it for me?" is a powerful motivator. Being seen as an insider is often enough reward for passing on your message. Word of mouth might seem an un-sexy concept in the razzle dazzle world of marketing communications. It won't win your ad agency any awards, but then, who cares?

Right then, I'll leave you to chat among yourselves.

* David MacGregor is the creator of The One & Only: Defy Convention & Eliminate Competition guide

* The Pitch is a forum for those working in advertising, marketing, public relations and communications. We welcome lively and topical 500-word contributions. Contact marketing writer Karen Chan at the link below.