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I've blogged before about my very pretty new monitor from Dell. It's become an interesting case study.
Letitia runs the office where we sublet, and she's an Apple user. She came by my office to ask a question, and immediately noticed the monitor. I told her it was only $239, and was Mac compatible. She said she had been saving up for a monitor from Apple for 3x the price, but she was going to check out the Dell instead.
Here are some interesting word of mouth marketing ideas that came from the conversation:
1. Use conversation-starters.
An Apple cable came with the monitor, and I'll never use it. This cost Dell money -- but if it hadn't been there, I never would have known it was Apple-compatible. The cable is a conversation starter. The resulting word of mouth pays for the extra cost. What can you put in the box to start a conversation?
2. Use good names.
It's hard to recommend the "SP2208WFP" and it's harder for the person you're talking with to remember it. Call it the Fred 22" or something like that. (It's easier to recommend a Camry than an SLX.) Simple product names get better word of mouth.
3. Use simple URLs.
Create simple web pages to match product names. Let your talkers say "Just go to dell.com/fred" -- easy to recommend and easy to buy. Make it easier to turn a referral into a site visit.
4. Use referral landing pages.
Create a place for recommenders to send people. For example, give me a page at dell.com/sernovitz with all my favorite purchases and wish lists. It's easy to do and it makes me look great when I tell people about it. Give me points when my friends visit. Give referrers status and recognition.
The lesson: Great word of mouth is more than buzz. It's nailing the simple tactics that help the conversation spread.
Thanks to Becky Carroll for the image.
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Comments
Andy, I liked this post but wanted to modify #2.
Calling a monitor by its part name is probably a bad idea, but I think creating a simpler name -while logical- brings the concept of "brand" into the discussion.
I've never been in a company where someone didn't want to create a brand around a key product/service, function etc. Of course, then everyone thinks that trademarking that "brand" is the next best idea. As you know, there's just not enough money or time, to create a brand - it's more than a casual decision.
That's why, companies like Acura, for example dropped names like "Legend" and call their cars "Acura TL" or the like. They wanted to focus more on the Acura name, than brand the specific model.
Posted by: Paul Barsch | 02.13.08
Andy, what I really like about your conversation starters is that they are focused on how the customer sees things, rather than on the company's point of view. This is critical in creating a true dialogue with customers - we have to speak their language!
Glad you liked the image; it came from www.stockxpert.com.
Posted by: Becky Carroll | 02.13.08
Super awesome article. I couldn't agree more, Andy.
Posted by: BetterRetail | 02.13.08
Hard to argue with this logic.
One thing I'll point out is the perceived value of the Mac cable. Adding something with a very high perceived value but that is actually very inexpensive helps that word of mouth. The perceived value of a cable could be $50, yet the cost of the cable is less than $5.
Posted by: Michael Lombardi | 02.14.08
Great points Andy. I think this is a lesson for web pages as well. The page address doesn’t have to be short any more. It has to be memorable.
Posted by: Harry Hallman | 02.14.08
Hey Andy,
Just a tip. Any monitor you buy works with a Mac. All you need is the DVI to VGA converter plug or cable which cost $20 or comes free with most Macs, or a PC monitor with DVI in which they are all switching to. About all you loose using a PC monitor is the ability to turn your mac on and off from the touch sensitive switch on the MAC.
Posted by: Walter Graff | 02.25.08
This is a great example of being a resource. Be a resource to your prospect and you establish your credibility.
Posted by: Carol Blaha | 02.26.08