WOM, which stands for Word Of Mouth.
Despite the latest technology and increasingly cutting-edge sales systems, the “classic word of mouth” never goes out of style. More importantly, it doesn’t miss a beat.
In fact, the term WOM refers to a real Marketing Strategy, based precisely on word of mouth among consumers.
The fact that this marketing tool is still so widely used, and more importantly continues to achieve excellent results, depends mainly on the subject’s identification with its interlocutor (do you know the Influencers?).
Let’s take a concrete example.
A housewife is well known in her neighborhood for her great gift: making great cakes. In short, if we wanted to bake a tart, we would definitely like to get her advice.
What if she recommended yeast of a particular brand, rather than another? Or a flour, or bitter cocoa? “She has more experience than I do, so I trust“.
Here is the mantra of Word Of Mouth or WOM, its driving force. The trust we have in those who speak to us.
A housewife in her 40s who bakes cakes at home inspires confidence precisely because “she is like us.” A normal, human and NIP (Not Important Person) person.
That is why we will tend to follow his word of mouth, because it is as if we are talking to the neighbor, the aunt, the sister.
In the past, this marketing strategy was used with the help of Testimonials, i.e., celebrities telling about their positive experience of using a certain product or service.
“If she uses that cream and doesn’t even have a wrinkle, then I want it too!“
But today consumers have become smarter, more observant. They now understand that a testimonial is paid to advertise a product.
More importantly, he doesn’t necessarily really use it, or really it’s his favorite product. “He can put all the cream he wants, it’s all botox anyway.”
Word Of Mouth
Having trust in those who talk to us is essential for word of mouth to work, and get to the point where the company gets what it wants, which is sales.
And this is the reason why many companies today rely on Influencers.
And the housewife in her 40s who bakes cakes, where did we leave her? Benedetta Rossi, from homemaker in the Marche region to successful foodblogger.
His winning recipe has simplicity as an ingredient: the fact that he is “just an ordinary person, like so many others” has been the key to his success on the web.
It currently boasts 2 million followers on Instagram and more than 5 million on Facebook-can that be enough word of mouth?