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There are three ways, or techniques, to buy word-of-mouth:
Architectural
Kinetic
Generous
Tool maker Makita bought word-of-mouth using the architectural technique and did it well. Watch the video and you'll instinctively understand:
Many people who watch the video will think "cool" and leave it at that. The rest will want to share it with their friends and either post the video to their own web or blog site, send a link to a friend, or post it to their Facebook or similar social media account.
Instant word-of-mouth.
Deconstructing the process, they thought about how it'd work:
Place the message in a high traffic location
Use hi-contrasting colors from surrounding areas
Record the entire process (this was pre-planned)
Edit the video for online use
Put the video into the wilds of the web
Enjoy the natural creep of the video across the world
Makita bought word-of-mouth using architecture and took it one step further and posted the video online to create further word-of-mouth.
What can you do that'll buy word-of-mouth? Have you budgeted for it? Think about how much exposure Makita is getting for a fraction of the cost.
Read About Paul Boomer
