Street Sampling Blog

[influence of spheres, word of mouth marketing]

While attending the Chicago conference, I’ve taken some notes that mean a lot to my business, and hopefully will bring meaning and life to yours.

MARKETING ZONES

Zone 1 – The Impact Zone

Stepping right up and engaging an active participant. Demonstrations are designed for this type of zone. After engaging individuals in a lively, fun, interactive way, chances are pretty good they, in turn, will share your business with 4 of their friends.

Zone 2 – Residual Zone

This zone involves the transfer of information from a trusted authority. Messages delivered in this medium hold power.

Zone 3 – Loose Talk

Who wouldn’t want a ton of people doing nothing but talking about your business, right?! This type of zone marketing can significantly reduce the “cost per touch.” However, this is one of the hardest zones to accurately measure.

So with all that in mind, let’s consider a few key points to…

WORD OF MOUTH MARKETING

Word of Mouth Mindset

Be sure to put the customer in charge! It is not your conversation, but theirs that is most important. Always be sure to listen. If there is a shortcoming in the selling world, it is one’s inability to know when to keep silent and let the potential buyer do the talking!

Word of Mouth Message

Focus on the product fundamentals as the basis of messaging. Understand the role the product plays in the user’s lives; deliver the message in unexpected places.

Word of Mouth Messenger

Your proper selection of your product’s brand ambassadors has, of course, a hugh impact on your message. Properly selected brand ambassadors typically are advice influencers (inclusive), and have social networks 5 to 6 times larger than the average trendsetter (exclusive).

Again, these are just a few of the keynotes I made as reminders to myself. They may very well be applicable to your business, too.

[intercept marketing taking your product to the streets]

Working in Washington DC provides numerous outlets for a java fix so I often find myself in coffee shops either for a pick me up, Internet access, or a quick meeting. With Starbucks in the news suffering from declining revenues and nearly 600 announced store closings (none in DC) my interest was piqued, just how many Starbucks locations are near me? Well a quick visit to the locator and I soon learned that I am serviced by no fewer than 91 convenient locations within 5 miles. This, of course, does not take into account the numerous delis and hotel coffee bars also selling Starbucks coffee.

While in a new Dunkin’ Donuts yesterday (which by the way had a line out the door), I was reminded that density does not equate to success. There seems to be anti-Starbucks sentiment abound. What played a key role in their success, the air of exclusivity, now seems to be playing a role in their pull back. Given the economy is it almost snobbery to be seen with a Starbucks cup these days?

Dunkin’ Donuts on the other hand seems to be aligning itself with this cultural shift. Here is Washington, they have committed to opening 80 new stores in the metro DC/MD/VA area. A new menu offering of egg-white flat bread sandwiches also seems to be doing well, although I will stick to the local deli making fresh egg not microwaved sandwiches. They have a great opportunity to really play out the “America runs on Dunkin’” campaign here in Washington. I would love to be involved in taking that message to the streets.

As an experiential marketer we can influence behavior and move consumers to action – but the brand has to deliver. Customer service, high quality products, pricing and fast service is what will keep them coming back.