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Effective Word Of Mouth Tactics – Part VII

Acura RLX

In my post of two weeks ago, I listed “40 Ways To Harness The Power Of Word Of Mouth.”

See how many you can spot in this real-life example…

A few weeks ago, I received an invitation from a marketing company saying “Our team has researched and identified you as a key voice in the Chicago community…and we would be honored to have you as our guest…for the 2014 Acura RLX Driven By Passion Tour which wraps up in Chicago with Mayfest and the special VIP Event at Mastro’s Steakhouse.”

My beautiful wife and I enjoy attending various summer festivals in Chicago, and I always enjoy meeting and mingling with other “key voices” in the Chicago community, so I accepted the invitation to attend the event.

We received first-class treatment from the moment we arrived, through our test drive and the gourmet hors d’oeuvres and wine in the reception afterwards. In return, the invitation explained, “All we ask is that you share your honest experience/information on the event with your followers and friends via social media (Twitter, Facebook, Instagram, blog, etc.).” Finally, they asked for “transparency and disclosure” by directing me to include “#sponsored” in all of my messages (as I have now dutifully done here).

I did, in fact, post on Twitter and Facebook that I enjoyed my experience and was quite impressed with the Acura RLX itself, and I also shared those feelings with others during the reception at the event. (And now I’ve just expressed my positive thoughts on this blog.)

Okay. So which of my “40 Ways To Harness The Power Of Word Of Mouth” did you spot, and how were they used?

And now, on to Part VII of our current series, “Effective Word Of Mouth Tactics”…

Last week, I shared with you the Five Stages In The Decision-Making Process that your customers, clients or patients go through.

This week, we’ll examine the characteristics of the Five Different Types Of Consumers, to help you figure out which tactics you should use in each stage of the decision-making process for maximum results.

1. The Innovator

  • Wants to stand out from the crowd
  • Knows what’s hot and trendy
  • Likes “strange” or “weird” new products
  • Wants to be the first to try, and will talk about it enthusiastically

2. Early Adopter

  • Driven by excellence
  • More concerned with possibilities than realities
  • Always looking to be a leader
  • Always looking for a new vision

3. Middle Majority

  • Wants to be perceived as competent
  • Concerned about practicality and easy comparisons
  • Needs an easy way out if not satisfied
  • Wants products that meet “the industry standard”

4. Late Majority

  • Generally skeptical and wants to know the risks upfront
  • Likes to shop around for the best deal
  • Needs a support system
  • Wants “what everyone else has”

5. Laggard

  • Needs it to be completely safe and traditional
  • Needs reassurance that nothing will go wrong
  • Won’t try new things unless it’s the last resort
  • Will search for loopholes and problems
  • Wants to use it in “the standard industry way”

As you can see, each type of consumer wants something different, depending on their personality type. The key to generating successful Word Of Mouth for you and your business is to target and cater to each type of consumer.

In next week’s post, I’ll talk about how Word Of Mouth messages are delivered and what you can do to help facilitate this crucial component of the process.

7 Responses to Effective Word Of Mouth Tactics – Part VII

  1. Phil Brakefield Reply

    May 21, 2014 at 9:47 am

    In addition to the obvious WOM strategies reflected in your post, the REALLY brilliant one is that you used the whole “key voice in the community” endorsement from Acura as a positioning mechanism that served as the springboard to the rest of your post, which invited engagement by your readers. Nothing like doubling down when the cards are falling your way. Well played, sir.

    • Steve Sipress Reply

      May 21, 2014 at 5:33 pm

      Excellent sort-of response, Phil! You win Bonus Points, even though you scored zero base points for simply stating that they used some un-named-by-you “obvious WOM strategies.”

      And yes, it is nice to be recognized as a “key voice” in the nation’s third-largest city.

      • Phil Brakefield Reply

        May 21, 2014 at 7:01 pm

        “they” didn’t use them…you did! My point was that you took WOM that was generated by other WOM and used it to generate more WOM, while at the same time using Acura’s WOM about you to position yourself as a heavyweight influencer, which of course will generate more WOM.

        • Steve Sipress Reply

          May 22, 2014 at 2:19 pm

          I appreciate that, Phil!

          But I respectfully disagree with your conclusion that “they didn’t use any.” I can pinpoint at least half a dozen of my “40 Ways To Harness The Power Of Word Of Mouth” that Acura’s marketing people used.

          Surely someone here can see at least one of them?

          • Phil Brakefield

            May 22, 2014 at 5:27 pm

            My bad…I didn’t mean to imply “they” didn’t. It’s just that my point of reference was totally on your use! Myopia is just one of my specialties!

  2. rob Reply

    May 21, 2014 at 10:32 am

    Did you buy the RLX?

    • Steve Sipress Reply

      May 21, 2014 at 5:34 pm

      Great question, Rob. Ironically, even though their 12-city tour has now ended, their 2014 Acura RLX Sport Hybrid is still not yet for sale – so no one who test-drove it could actually buy it.

      Still, the people I spoke to agreed that it was a kick to drive one of only 200 of those models currently in the U.S.

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