Todd McLeay CEO of The New Zealand Lotteries Commission once said “The truth will out, you can’t force it.”
Common sense isn’t common. Some products are truly welevant – ie wacky and relevant. Take for example the Rug Mouse Matt or Naked Nude shoes worn by a client of ours. The shoes are designed by Architects. This sort of stuff is truly original. “Organic water” – is something you might talk about (for all the wrong reasons – how can water not be organic?) You get the point, if you have a bad product – fundamentally no-one is going to talk about you; period.
But these days there is lots of parity; product parity, service parity…so how can you make a difference? How do you create Word of Mouth in a World of Parity? Here is a clue.
How many Italian Restaurants have you been to? How many do you talk about? How many Italian Restaurants have a Ferrari collection in them (of models?). One! Is this hard to do? No, it isn’t. There are model shops. So how come he runs the only Restaurant in the whole of Sydney to go beyond great food, great service and a nice environment and has a Ferrari collection in it (the point is you have to go beyond great or good product don’t you)? So what is the answer, why the Ferrari collection?
The winning answers will go into the draw to win 1 of 2 “WOM Course Discount Vouchers”, which are 2 $500 course discount vouchers for the next WOM Marketing course we are conducting on Thursday 16 June 2011 (that is $500 off the $995 registration fee).
And no it’s not “be creative” or “find a point of difference” or stand out – it is in fact something deeply fundamental – all of those things are symptoms of the driving force behind generating Word of Mouth. What is it? You love it this thing – You seek it everyday – You give it everyday and it is the secret to creating on-going Word of Mouth – irrespective of what category you are in.
So? E-mail jake@thevillagesq.com and go into the draw to win $500 off our internationally acclaimed WOM course – crazy!
Jake & Cornelis
