Buzz Around Your Business “ Says Somerset Accountant
March 20, 2012
I think this week’s blogpost can really help every one of my business owner clients and contacts, both here in the Somerset Area area, and beyond.
I’m excited for you to read it — because it’s not something which most think through, when it comes to building momentum around their own client experience. But as I write, it’s the day before tax day (which is Tuesday the 17th), and we are pushing hard during this final stretch! Procrastinators are streaming through our doors (after all, we welcome them here at Team Clark!), the phone is ringing off the hook, and my email inbox is overflowing. Another year, another tax day.
So, here’s my confession: I didn’t write the below article this morning. I hope you’ll forgive my lack of timeliness. But I *did* prepare it earlier, because I KNEW that today wouldn’t allow me to. However, I’m a pretty decent planner, so I had this one all set up and ready. It IS worth your while, in my opinion.Somerset Area’s Most Trusted Small Business Accountant Shares The Right Way To Build Buzz
Many small businesses here in the Somerset Area area brainlessly ape big corporations with their marketing, by (wrongly) believing that “if these huge companies built their businesses by that kind of marketing, then it surely should work for us.” Build the brand, they say. The thinking behind that kind of marketing is that you “get your name out there”, and the clients and customers will pour in. “It’s all about word of mouth”, they say.
Well, if you choose to go down this road, far better is real word of mouth advertising, and there is a single, basic secret to stimulating a high rate of word-of-mouth advertising. And we can all take a page from the fine folks at Disney… Word-of-mouth marketing is taught there as “find ways to do what you do so well and so uniquely that your customers cannot resist telling lots of other people about you.” At the Disney Parks this principle is implemented in the forms of cleanliness and authenticity.
When first-time visitors to Disneyland and Disney World are surveyed and asked what sticks in their mind most about their visit, the overwhelming, number-one answer is the cleanliness of the parks. The number two answer is the authenticity of the environments. Disney marketing pros understand how this translates into real life. Tom and Sally go back to Peoria and tell their friends, “You can’t believe how clean the parks were.” Then four more families from Peoria pile into motor homes and bring their family (and their money) to the home of the mouse. Because they understand this, the Disney people think of park cleanliness as marketing, not just maintenance. They use this to stimulate referrals. And any business can also find ways to stimulate referrals, to stimulate word-of-mouth advertising, often by doing things that should be done anyway.
In a retail business, excellence and creativity in the store environment and in customer service are most likely to stimulate referrals.
You can identify hundreds of different things to change in the office or store environment, as well as customer communications which can be directly responsible for developing a very high level of word-of-mouth advertising. And that will beat “brand-building” every time.