The Pitch: Just get people talking (in a good way)

By ALEC BROWN

Small businesses and start-ups can employ a range of low-cost tactics to get their name and product out into the market.

One that's often undervalued is word of mouth.

This is gossip by another name. In essence, it is individual referrals between people who know one another, and there is no more cost-effective promotional medium.

The buzz-word for word of mouth now is viral marketing, which takes in email, chat and texting as well as plain old talking.

You've probably been on the receiving end of some effective word of mouth at some stage, for example, when people relate their builder or plumber experiences around the dinner table.

You've probably heard that, sadly, bad experiences are passed on to as many as 20 people while good word of mouth goes out to seven or fewer.

But dream of this: if your first (seriously happy) customer tells seven others, who buy from you, and they each tell seven others, who also buy from you, you now have 50 customers. If they all tell seven more, you're on your way.

Word of mouth starts from the first contact between your business and a prospective customer. For example: the receptionist. A warm and personable welcome can make all the difference.

I sent some parcels down to Christchurch the other day and the only person I had anything to do with was the receptionist. She answered my questions cheerfully, stayed late so I could rush off and sort something out, and helped me to carry my parcels from my car into the office.

That company, Castle Couriers, has my loyalty. And so far I've recommended them to two friends.

Another tactic is to do something for your customer that really stands out - something that makes them go, Wow! and remember you.

Or, give your customers something to brag about: the great deal they got from so-and-so; the extra goodies that came with the package; the unexpected follow-up call.

If you want to delve deeper into the world of word of mouth, do a search on the web. There are whole books on the subject.

* alec@vitalmarketing.co.nz

* Alec Brown is director of Vital Marketing, a provider of marketing services to companies in the IT sector.

* The Pitch is a forum for those working in advertising, marketing, public relations and communications. We welcome lively and topical 500-word contributions.
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