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Word-of-mouth Marketing

Most programs and research projects don’t have funds for promotion. What to do? Word-of-mouth marketing is one of the strongest and cheapest forms of marketing you ever will use. It often is overlooked by large organizations and companies.

Begin with a description of your “customers.” Think about who they are (age, income, education), what they do and where they are from (ZIP code, distance from you).

Next, think about how you will reach your customers. Is it a news release, field sign, meeting, networking?

Think about your appearance on a daily basis, such as eye contact, posture, tone of voice, handwriting, spelling, thoughtfulness, enthusiasm and energy level.

Reaching your target audience and thinking about how others perceive you will go a long way in having people spread the word about your program.

Satisfied customers may tell three or four people about their positive experience. Conversely, dissatisfied customers will tell at least nine other potential customers.  

Information about you and your program through word of mouth is becoming increasingly important as more people bypass the traditional mass media and rely on Facebook, Twitter and other social media.

Sources: University of Wyoming and Guerilla Marketing Yourself by Jay Conrad Levinson

Rich Mattern, Information Specialist, (701) 231-6136

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