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Successful WOM Needs a Good Story
How do you get people so excited about a product that they'll tell their friends and spread the word? It starts with an interesting story that people will want to talk to each other about and pass along to their friends. The story is the key, according to Bryan Lukas, associate professor of marketing in the Department of Management and Marketing at the University of Melbourne.
The professor cited Krispy Kreme as an example of where a good story creates WOM. Instead of buying expensive ads, new stores are launched by giving away free donuts. Excited customers tell their friends about the free giveaways, who tell their friends, and so on.
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Bryan Lukas observes that promotion drives WOM. Pretty basic. WOM must initiate by some means, some spark. Promotional tactics tend to drive activity and activity tends to generate WOM. I think what we all hope to find is a dedicated WOM generator. Like perpetual motion!
For now and maybe forever- having a "good story" is the basic requirement. That and willing loquacious speakers!
Here's the best story I've ever heard.
A friend of mine in an advertising agency wanted to take market share from McDonalds. He informed a Baptist minister he knew that McDonalds were very smart in mixing, extending their hamburger with properly sanitized earth worms. This boosted the protein and no one could taste this enhancement and it made for a cheaper but healthy hamburger. That very Sunday his minister friend told his flock and they told their friends and by the very next week McDonald's share of market had slipped 18% and my friend's brand rocketed to the lead! That was quite a story!