Today was the perfect example of how and why word-of-mouth works. It just blows my mind that so few marketers really get it. Remember that old ad from the 70’s for Faberge Organic Shampoo where "she tells two friends and she tells two friends and so on and so on"? Well, the hair might have been bad but they were bang on.
Let me set the scene for you: a group of moms sitting at a local Starbucks (me with my grande non-fat no water Tazo chai…see? word-of-mouth in action) chatting about anything and everything. A compliment was made to one mom on her great lipstick shade. Surprise! It’s new and she LOVES it. She told everyone at the table about the sample of Red Earth cosmetics she had lucked into. I, for one, was all ears. Not because I am really into make-up, in fact the opposite is true. I haven’t bought make-up in, well, far too long and I know very little to nothing about it but I knew I needed some new lipstick and a reco from a pal was way more effective than any ads, in-store displays or celebrity endorsements.
So, guess what I did? After our little coffee break three of us (yes 3) walked the few blocks up to the pharmacy and bought some Red Earth cosmetics. Not only did I get the exact lipstick my friend had on (Tea Rose in case you’re wondering) but I also bought a red lip gloss and a light blush. And the other two bought even more. All of this because someone we trusted told us it was great. And to top it all off I got a compliment on my new lips in a meeting and spread the word to the two women there and now here I am telling you. See what I mean about word-of-mouth marketing?
I agree too. If someone I know (in real life or on blogs) recommends something, I am much more likely to try it out. It’s like cookbooks – I love the ones put together by a church or community group better than the commercial ones, because I know real people have made them and like them.
You know, I will even go out of my way to ask around with friends and such when I’m considering a new product, and i know loads of other moms who do the same. Seems we seek out those recos from trusted sources even they don’t just “come up”. Especially on big purchases (like the ubiquitous Costco trampolines and snowsuits in my neighbourhood!)
Hey Shanda. Nope, Red Earth didn’t pay for this. I just used it as an example. Really I could have found tons of examples but that one had just happened. Probably the most obvious example these days is Dove. I love their campaign, positioning, etc. especially the Self-Esteem Fund and I know my friends do too. And because of this I use their products…smart marketing.
Feel free to share any examples you can think of!
I totally agree about that old ad. I definitely listen to my friends more than an ad that someone paid for. Just wondering, did Red Earth pay for this? I am thinking that they didn’t but want to check.
Make-up is my life! I am a busy mom and a make-up artist and am always looking for a new find. Thanks for the recommendation. I’m definitely going to give it a try.
SO true!! I am so much more likely to try something that a friend has recommended. It means 10x more than just seeing an ad for something!