Word-Of-Mouth Marketing: Most Used, Most Misunderstood By Retailers

TOOLS:  “Walk this way!  Talk this way!” Steven Tyler and Joe Perry, Aerosmith in “Walk This Way”

Retailers need to show their customers how to “walk this way” and how to “talk this way” to spread the word. It means providing an easy format through which delighted customers can easily spread the word. A concise and consistent branding platform that is memorable and unique can go far to power word-of-mouth.

Don’t just be a “gift shop,” be the store that offers gifts in some special way and with a unique point of view. Then talk about that distinction at every opportunity while the customer is in the store, as well communicate that different point of view on social media posts and in newsletters that invite sharing. For example, every morning on Facebook I am greeted by a beautiful picture from Beekman 1802, the company founded by the Beekman Boys, Brent Ridge and Josh Kilmer-Purcell.

Ridge and Kilmer-Purcell reject the “lifestyle brand” label, in favor of being a “living brand.” Their daily picture postings invite you into their lives and to share their pictures with your friends, not as a strong-armed way to market Beekman 1802, but simply because the pictures are so remarkably beautiful and inspiring. And so the story of their living Beekman 1802 brand goes forward.

Read the full Forbes article, here.

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