Every company in business tries to utilize word-of-mouth-advertising. Most businesses spend a lot of time and effort to try and generate this specific form of advertising from their customers, for the sole reason that word-of-mouth is a proven, stable and cost-effective tool in the world of marketing. In many ways, it could even be considered as the most powerful tool available to most businesses.
You don’t have to take my word for it, of course. Just take a minute to consider what happens in your own life. When someone you trust tells you about a new product they like, you’re more likely to be interested in it. If they had a good experience with said product, and suggest that you purchase it as well, you’re far more likely to trust their recommendation than that of a stranger. In the same vein, if your friend says they didn’t like the product and would never get it again, your own opinion may be negatively influenced.
The advantages behind this form of advertising are clear. But this doesn’t mean using it will be simple; you’ll have to use effort to make it work.
A simple print ad will go a long way to accomplish this goal. This doesn’t necessarily translate into “plain”; a solid, high quality, full color print ad can be very cost effective, and will be a good investment in the long run. Design a print ad asking your loyal customers to spread the word about your company, and send it out. Also, ask them to respond to you about why they love your product.
When your customers start responding with testimonials, keep a note of them. This way your next print ad or brochure can include these testimonials within its pages. Create a full-color print ad using quotes from your customers that explain in detail why they like your product and why they would do business with you again. These testimonials are a good way to bring in more business, because they’re just a different kind of word-of-mouth advertising.
As soon as your second set of testimonials are printed, you can target a broader range of prospective clients. When these clients read the print ads with your loyal customer testimonials on them, you should see an increase in business. Eventually, you will have a whole new generation of loyal customers, and you will start the cycle all over again. Send out a print ad to your new loyal customers, asking them to tell their friends and family, and to send in their own testimonial.
This is one method of advertising where the time and effort invested will nearly always generate a greater response than what you spent.