Advertising is a tricky business, where you need to strike the perfect balance between getting the word out about your business subtly and using a strong element such as an extensively popular medium or a celebrity. And while it can’t be subdued when it comes to the prowess of its reach, there is one technique that can out do advertising by miles. This technique is known word of mouth marketing.
One of the most primitive yet astoundingly effective, this method of advertising essentially relies on a happy or delighted costumer to naturally promote the brand by simply talking about it to another customer. This form of marketing is inherently compelling because of the following aspects:
- It is free of cost
- It inspires uninitiated conversations
- It is much more reliable than any other marketing measures
Of course, in order to make this technique work for your brand, you need to have clear goals, combined with a meticulously laid out strategy, and great implementation.
To help you understand this with greater clarity, here’s an example.
Campaign Name: #AnilKapoorinScross
Brand Name: Maruti Suzuki
Product Name: S-Cross Limited Edition
Scenario - NEXA, the flagship store for premium cars from Maruti Suzuki, was looking forward to creating a buzz for the S-Cross Limited Edition. Since it was the official partner for the TV Season ‘24’ Season 2 starring Bollywood icon Anil Kapoor, the brand had extended an invitation to the star actor for the unveiling.
The series shows Anil Kapoor’s character driving the S-Cross. The brand wanted this to be known by one and all, while simultaneously capturing the attention of its target audience to the launch event.
Execution - To meet the needs of the brand, Blogweet initiated a campaign, wherein 2 S-Cross cars, with the logo of ‘24’, the TV Series were driven along the streets of Delhi. To draw the attention of the people towards this, a thrilling contest was organised on Twitter, which encouraged people to spot these cars and upload a picture along with the hashtag #AnilKapoorinScross. They also needed to tag @nexaexperience alongside.
As might be your guess, the hashtag immediately went viral, both on twitter as well as on the streets of Delhi-NCR. Such is the power of the simple yet intriguing word of mouth promotion.