Word of Mouth Marketing
The topic of word of mouth marketing (“WOM”) is truly worthy of serious consideration. WOM is really an umbrella term for a wide variety of marketing techniques and tools ranging from testimonials and referrals to blogs and formal referral networks.
The truth is, WOM happens with or without your participation. That does not mean, however, that it is out of your control. To the contrary, it is worthwhile for a travel planner to find ways to initiate, monitor, amplify and track word of mouth to the extent possible. In fact, it is very possible and desirable to incorporate a solid WOM campaign into your overall marketing plan and to provide a framework for WOM marketing to grow and prosper.
WOM marketing is powerful. It carries with it the strength of a third-party endorsement. Upon hearing a recommendation from one of your existing clients, a new prospect feels assured and some of the concern that always attends the choice of a new travel agent disappears.
The first requisite of a solid WOM campaign is a highly noteworthy, quality product. In this case, that means you. Your service, the interactions you have with your clients and the “buzz” that surrounds your travel practice must be well above average -it must be exceptional. Ask yourself, honestly, if your service and the relationships you build with your clients is exceptional. If so, congratulations and you are on the way to setting forth a WOM strategy that can be monitored as surely as any other marketing campaign.
The clarity of your message is especially important when considering WOM. Well-intentioned clients may attempt to describe you to others and either do so poorly or get it wrong altogether. For that reason, make sure that your “message” is clearly articulated in all of your points of contact, so that clients know exactly how to describe who you are and what you do.
Now that we have the basics – a great product and a clearly articulated message – we can look at the primary distribution channels of a good WOM strategy and tactical implementation. In each instance, we will take an existing WOM channel and seek to amplify it impact.
The truth is, WOM happens with or without your participation. That does not mean, however, that it is out of your control. To the contrary, it is worthwhile for a travel planner to find ways to initiate, monitor, amplify and track word of mouth to the extent possible. In fact, it is very possible and desirable to incorporate a solid WOM campaign into your overall marketing plan and to provide a framework for WOM marketing to grow and prosper.
WOM marketing is powerful. It carries with it the strength of a third-party endorsement. Upon hearing a recommendation from one of your existing clients, a new prospect feels assured and some of the concern that always attends the choice of a new travel agent disappears.
The first requisite of a solid WOM campaign is a highly noteworthy, quality product. In this case, that means you. Your service, the interactions you have with your clients and the “buzz” that surrounds your travel practice must be well above average -it must be exceptional. Ask yourself, honestly, if your service and the relationships you build with your clients is exceptional. If so, congratulations and you are on the way to setting forth a WOM strategy that can be monitored as surely as any other marketing campaign.
The clarity of your message is especially important when considering WOM. Well-intentioned clients may attempt to describe you to others and either do so poorly or get it wrong altogether. For that reason, make sure that your “message” is clearly articulated in all of your points of contact, so that clients know exactly how to describe who you are and what you do.
Now that we have the basics – a great product and a clearly articulated message – we can look at the primary distribution channels of a good WOM strategy and tactical implementation. In each instance, we will take an existing WOM channel and seek to amplify it impact.
Word of Mouth Channels
Get Your Clients Talking About You There are a number of “distribution channels” through which you can intentionally direct, monitor and amplify word of mouth marketing. The most important distribution channel, by far, is your existing customers. The clients who know you best and who make up your core business are also your best prospects for spreading the word to others on a third-party basis. It makes good sense to ensure that they have all of the tools necessary to do so effectively. In a very straightforward and open manner, it is possible to not only encourage, but to actively recruit your existing clients as evangelists for your travel planning practice. The first step you can take to get your clients talking about you is to ask them to do so! Give |
them a way to effectively communicate your message. Only choose your best clients, the ones with whom you most enjoy working. Let your clients know how much you appreciate doing business with them and explain that you want more clients exactly like them – full of enthusiasm and good will. Ask them if they would do you the great favor of recommending one of their acquaintances to you. If they agree, amplify the process by giving your clients some of your business cards and brochures to distribute to friends.
If you print a newsletter, include a paragraph asking the reader to pass it on to others when they are finished reading it. In an online context, be sure to have a “Tell A Friend” link in your emails to allow clients to forward your newsletter to their family and friends. Be sure to include news not only about travel but also of your civic or volunteer work – those are newsworthy and you need to let clients know about your involvement. Secondly, ask those same clients for a testimonial. Request that they write you a short note describing their experience working with you, and ask for permission to show it to new clients and to publish the testimonial in your materials with your client’s full name. When you receive a referral from a client, make sure to let the client know. It is entirely appropriate to send the client a thank you note and a small gift – perhaps a book or a gift card, for having provided you with a new client opportunity. Your clients are going to talk about you – so give them something to talk about!
Get your friends, family and colleagues talking
There is a group of champions for your business much closer than your clients, however: your employees, suppliers, family and friends. Recruiting these “internal customers” to assist you in amplifying your word of mouth strategies is an important tactic. Having your friends, family and work colleagues communicate your company message to their friends, family and associates leverages everyone’s sphere of influence and virally spreads in a very organic, grassroots manner.
Like the process of amplifying word of mouth among your existing customers, your internal customers will require coaching to be effective evangelists for your travel planning practice. Think of a family member in their current state of knowledge about your travel consulting. If they were describing “what you do” to a third party, what would they say? How clearly would they articulate your strongest points?
Sit down with each group – co-workers, friends and family – and give them a short course in what you do. Explain to them the service aspect. Make sure they understand the resources you have at your disposal, the supplier relationships you call on and the certifications you have earned. Relate a few stories about past bookings and make sure they understand your niche. Provide them with a few of your business cards to carry around any other marketing collateral that they can study. Specifically ask for them to name some people who they know who might be good candidates for travel and ask them to communicate directly with that person.
When one of your internal customers speaks highly of your services to their friends and family, it has a significant impact. With consumers continually inundated with advertising from all directions, advice from their closest associates holds a great deal of influence in their choice of all products, including their choice of a travel agents. A recommendation from someone they know goes a long way toward imparting a favorable impression of your practice. Word of mouth marketing has a strong ripple effect as it moves from person to person, spreading geometrically.
Remember, though, word of mouth is only effective if it has its origin in an authentically superior product – you. Be sure that you are offering up to your clients, both internal and external – an “insanely great” experience. That is where the energy resides that will propel them forward in their mission to spread your message to others.
Word of Mouth Marketing and Referral Networks
You can also generate word of mouth marketing by establishing both formal and informal referral networks to generate referrals and recommendations for your travel planning practice.
Referral networks are individual business people in complementary industries who commit to refer business to each other. You send business to your accountant and she tells her clients about you. You tell your real estate agent about your accountant and your real estate agent tells his next client about your travel planning practice. You send your clients to a small boutique dress shop in town and the owner of the dress shop places your fliers in her store and tells her customers who are traveling about you. Referral networks expand the sphere of influence for each of its participants and, properly worked, can contribute substantially to your overall marketing efforts.
The key to making a referral network successful is “working” it. The members of the network have to commit to the process and be held accountable for their referral efforts. Organizations like BNI have developed very stringent rules and guide lines for their formal referral networks, with remarkable results. Less formal networks can also work, however, if the participants agree to certain ground rules in advance, including the responsibility to record all referrals and to inform members for whom referrals have been made. Many groups encourage their members to pro-actively call referrals rather than waiting for a call from the person referred.
As with all word of mouth advertising it is important for you to ensure that the other participants understand the essentials of your travel planning practice. Spend time with the group understanding their business and making sure that the others understand the full scope of what you do. Trade business cards and take a supply to pass on to those you refer.
Many travel planners spend the vast majority of their marketing resources, whether money or time, on traditional outbound marketing – yellow pages, newspaper ads and local sponsorship advertising. Word of mouth marketing and referral networks, while requiring more effort than conventional marketing, carries with it the inherent credibility of a third party endorsement, imparting a sense of assurance that a print ad cannot.
If you print a newsletter, include a paragraph asking the reader to pass it on to others when they are finished reading it. In an online context, be sure to have a “Tell A Friend” link in your emails to allow clients to forward your newsletter to their family and friends. Be sure to include news not only about travel but also of your civic or volunteer work – those are newsworthy and you need to let clients know about your involvement. Secondly, ask those same clients for a testimonial. Request that they write you a short note describing their experience working with you, and ask for permission to show it to new clients and to publish the testimonial in your materials with your client’s full name. When you receive a referral from a client, make sure to let the client know. It is entirely appropriate to send the client a thank you note and a small gift – perhaps a book or a gift card, for having provided you with a new client opportunity. Your clients are going to talk about you – so give them something to talk about!
Get your friends, family and colleagues talking
There is a group of champions for your business much closer than your clients, however: your employees, suppliers, family and friends. Recruiting these “internal customers” to assist you in amplifying your word of mouth strategies is an important tactic. Having your friends, family and work colleagues communicate your company message to their friends, family and associates leverages everyone’s sphere of influence and virally spreads in a very organic, grassroots manner.
Like the process of amplifying word of mouth among your existing customers, your internal customers will require coaching to be effective evangelists for your travel planning practice. Think of a family member in their current state of knowledge about your travel consulting. If they were describing “what you do” to a third party, what would they say? How clearly would they articulate your strongest points?
Sit down with each group – co-workers, friends and family – and give them a short course in what you do. Explain to them the service aspect. Make sure they understand the resources you have at your disposal, the supplier relationships you call on and the certifications you have earned. Relate a few stories about past bookings and make sure they understand your niche. Provide them with a few of your business cards to carry around any other marketing collateral that they can study. Specifically ask for them to name some people who they know who might be good candidates for travel and ask them to communicate directly with that person.
When one of your internal customers speaks highly of your services to their friends and family, it has a significant impact. With consumers continually inundated with advertising from all directions, advice from their closest associates holds a great deal of influence in their choice of all products, including their choice of a travel agents. A recommendation from someone they know goes a long way toward imparting a favorable impression of your practice. Word of mouth marketing has a strong ripple effect as it moves from person to person, spreading geometrically.
Remember, though, word of mouth is only effective if it has its origin in an authentically superior product – you. Be sure that you are offering up to your clients, both internal and external – an “insanely great” experience. That is where the energy resides that will propel them forward in their mission to spread your message to others.
Word of Mouth Marketing and Referral Networks
You can also generate word of mouth marketing by establishing both formal and informal referral networks to generate referrals and recommendations for your travel planning practice.
Referral networks are individual business people in complementary industries who commit to refer business to each other. You send business to your accountant and she tells her clients about you. You tell your real estate agent about your accountant and your real estate agent tells his next client about your travel planning practice. You send your clients to a small boutique dress shop in town and the owner of the dress shop places your fliers in her store and tells her customers who are traveling about you. Referral networks expand the sphere of influence for each of its participants and, properly worked, can contribute substantially to your overall marketing efforts.
The key to making a referral network successful is “working” it. The members of the network have to commit to the process and be held accountable for their referral efforts. Organizations like BNI have developed very stringent rules and guide lines for their formal referral networks, with remarkable results. Less formal networks can also work, however, if the participants agree to certain ground rules in advance, including the responsibility to record all referrals and to inform members for whom referrals have been made. Many groups encourage their members to pro-actively call referrals rather than waiting for a call from the person referred.
As with all word of mouth advertising it is important for you to ensure that the other participants understand the essentials of your travel planning practice. Spend time with the group understanding their business and making sure that the others understand the full scope of what you do. Trade business cards and take a supply to pass on to those you refer.
Many travel planners spend the vast majority of their marketing resources, whether money or time, on traditional outbound marketing – yellow pages, newspaper ads and local sponsorship advertising. Word of mouth marketing and referral networks, while requiring more effort than conventional marketing, carries with it the inherent credibility of a third party endorsement, imparting a sense of assurance that a print ad cannot.
Communities: Stimulating Conversation to Encourage Word Of Mouth
Your travel practice needs champions to assist in spreading the word about exactly how great you really are. Existing clients, friends, family and referral networks are all potential evangelists for your work as a travel planner. You can also generate buzz about your travel planning practice through consistent and well-planned public relations in your community. A good PR campaign is an important tactic, but one that is typically time intensive. The truth is consumers tend to have very short memories when it comes to positive information about travel consultants (they can remember a horror story until the end of time, however, but that’s another article). For this reason, efforts at generating word of mouth “at large” need to be consistent, planned and on-going. The secret to casting a wide net with community word of mouth is to locate and utilize “hubs of inflence” – community segments that form small “tribes” within the community. Churches are a “hub” as are social clubs, charities and civic organizations. Ethnic communities often form loosely knit hubs as do seniors and groups with political agendas. Choose your hubs with care. There must be an internal dynamic that holds the hub together. Thus, an apartment complex is probably not a sufficient “hub” for most word of mouth opportunities, but a local chapter of the VFW may be. Local radio, newspaper and television stations are also hubs, but fall under the more specific public relations topic of press releases. Finally, online communities are also hubs of influence. |
At the center of any hub is typically one or more individuals who are the chief “influencers” of the hub. The influencer may hold that position by virtue of an office, for example, he may be the club president or a pastor. Or, the influencer may hold that position by virtue of charisma – a natural talker. In either event, it is the influencer that you have to incorporate into your word of mouth campaign. Once the influencer is convinced of the value of your travel planning practice, he will tell others in his hub community and the other members will follow his lead and begin talking as well.
Engaging the influencer of a hub is where the hard work begins. You must enroll the influencer in your story. A good approach is to involve the influencer in your product – need a group leader? Another approach is to offer your services to the hub…perhaps as a speaker. If you have a successful “story” in your arsenal already, perhaps a great trip you planned for a group or individual with characteristics similar to the hub, tell the influencer how you accomplished your earlier success. Find common ground with the influencer and build on it. Once you have established a rapport with an influencer, it is important to keep your relationship active. The spark will die quickly without constant attention.
Be enough of an opportunist to spot connections in your practice with hubs in your community. Did you just send a couple on a trip to the Holy Land? There’s an event, a story, that you can take to a hub such as a church. Look to the hobbies and interests of your clients and see where you can identify potential hubs to approach. A marketing mindset is continually looking for such opportunities, and a good word of mouth campaign depends on active engagement of hubs and their influencers. Stimulating conversation begins with you and extends out through “influencers” into hubs.
Let’s get some people talking.
Yelp!
The people in your community know about, and use Yelp and other similar review services. You should monitor Yelp on a regular basis, and remember our earlier suggestion you use Google Alerts to stay on top of your brand locally. Yelp is word of mouth magnified. Therefore, you can to a certain extent manage its impact on your agency. Ask your best clients to submit reviews on your behalf. Those same reviews can be re-purposed for Facebook and your website, so make a portion of your testimonial and referral program asking for positive reviews on Yelp!
Engaging the influencer of a hub is where the hard work begins. You must enroll the influencer in your story. A good approach is to involve the influencer in your product – need a group leader? Another approach is to offer your services to the hub…perhaps as a speaker. If you have a successful “story” in your arsenal already, perhaps a great trip you planned for a group or individual with characteristics similar to the hub, tell the influencer how you accomplished your earlier success. Find common ground with the influencer and build on it. Once you have established a rapport with an influencer, it is important to keep your relationship active. The spark will die quickly without constant attention.
Be enough of an opportunist to spot connections in your practice with hubs in your community. Did you just send a couple on a trip to the Holy Land? There’s an event, a story, that you can take to a hub such as a church. Look to the hobbies and interests of your clients and see where you can identify potential hubs to approach. A marketing mindset is continually looking for such opportunities, and a good word of mouth campaign depends on active engagement of hubs and their influencers. Stimulating conversation begins with you and extends out through “influencers” into hubs.
Let’s get some people talking.
Yelp!
The people in your community know about, and use Yelp and other similar review services. You should monitor Yelp on a regular basis, and remember our earlier suggestion you use Google Alerts to stay on top of your brand locally. Yelp is word of mouth magnified. Therefore, you can to a certain extent manage its impact on your agency. Ask your best clients to submit reviews on your behalf. Those same reviews can be re-purposed for Facebook and your website, so make a portion of your testimonial and referral program asking for positive reviews on Yelp!
Exercise:
Think about each of these word of mouth channels:
How can you envision building a word of mouth campaign in each channel? Do you have a referral and testimonial program? Have you trained your friends and family on what you do? Do they have any of your business cards? What local communities might you approach to find strong influencers? Are there retailers in town you could work with to build a referral network?
Think about each of these word of mouth channels:
- Existing Clients
- Internal Clients
- Public Relations and Referral Networks
- Communities
How can you envision building a word of mouth campaign in each channel? Do you have a referral and testimonial program? Have you trained your friends and family on what you do? Do they have any of your business cards? What local communities might you approach to find strong influencers? Are there retailers in town you could work with to build a referral network?