Joe Bush wrote an amazing piece for the Path to Purchase Institute on the power of Word of Mouth Marketing (WOM).
“Gone are the days when ‘word of mouth’ was simply a free benefit to deserving brands.” Bush reports that WOM marketing is now an increasing part of companies operational expense.
Key Insight #1:
Genuine Brand Ambassadors = Sales Lift
Dell, Inc. knew genuine Brand Ambassadors were important, but they also know that training was just as important. Dell currently uses more than 100 paid Brand Ambassadors across the country to promote, present Dell products, as well as manage its online presence. In just a year Dell watched 135,549 people like them on Facebook and 388,827 follow them on Twitter. Dell and its marketing team knew that this program would only work if the brand ambassadors were the “right fit.” Location, knowledge of town, connection to campus all played a major role. Monthly brand messaging meetings kept ambassadors up to speed and focused on trackable goals. Dell University brought the company to the local level – instead of hoping the students would go to them.