Prepared by: Mohammed Bander Al- Harbi - March 2024
Ulom Association for Research and Development
You have likely encountered a modest yet well-known local store in the region, renowned for its added value that competes with the largest international brands. Upon visiting the store, one discovers its humble nature: a small sign that may be outdated, random product placement, and worn decor. A clock on the wall, frozen for over five years, bears witness to the time its battery died. After observing these details, one wonders—why is this humble place so famous in the region and attracts so many customers from various locations?
The answer to all these questions lies simply in the power of word-of-mouth marketing. The widespread reputation of this store for its quality and distinction in customer service, transactions, or customer experiences surpasses its competitors.
As the science of marketing has advanced and diversified strategies have emerged, the primary goal remains effectively delivering products or services to customers for purchase or customer base growth. However, in my view "word-of-mouth marketing" remains the most prominent strategy employed by companies and institutions, and it remains one of the oldest and most impactful methods humans have utilized for ages. Often the hidden driver behind many brands' and products' market successes, natural and unmotivated opinions and recommendations shared between individuals yield strong, tangible impacts.
What is Word-of-Mouth Marketing?
Word-of-mouth marketing is defined as the indirect delivery of marketing messages through individual discussions and recommendations, whether through personal conversations, social media, or other communication channels. Word-of-mouth marketing has high credibility because it is based on individual experiences. Naturally, individuals will not misrepresent their true opinions of a product or service, leading to increased trust in the product for new customers.
Why do Companies Employ Word-of-Mouth Marketing Strategies?
How to Achieve Word-of-Mouth Marketing for Your Business?
Buzz marketing involves creating buzz and generating anticipation around a product or event. This type of word-of-mouth marketing is deliberately created through promotional campaigns, exclusive previews, or limited releases. The goal is to spark discussions and generate interest.
The market offers many services and products, but what distinguishes them is the strength and quality of their offerings, reflecting the strength of the business and boosting product credibility.
What draws consumers and communities most is a story and uniqueness accompanying a particular product or business. Having a story behind the service you provide, or your business can help promote it on a larger scale.
The concept of "distinctiveness known." Distinction here does not necessarily mean a product different from the norm - it could be in service delivery, quality, or other distinguishing approaches. Differentiate - the world is tired of repetition.
A business' role is not just in providing service, but also in building a distinguished relationship with the customer. The more a customer feels appreciated, the greater their loyalty and affection becomes, with that business always their first choice.
How to Benefit from Word-of-Mouth Marketing?
Word-of-Mouth Marketing Through a Distinctive Experience
At Ulom, we have found that our biggest marketing success comes from the experiences we provide. By focusing on crafting a distinctive and memorable program for participants, we have built a large audience base.
We mean creating wonderful memories that are difficult to forget and enjoyable to recall. After one of our summer 2023 programs conducted at KACST facility, I met a past participant. He was with his cousin, who told me verbatim, "That participant always talks about Ulom, and I'm excited to join your next program." What's interesting is that this participant was not an award winner, yet the positive and smooth memories made such an impact that he readily shared his experience whenever possible.
We realized the happy and impactful memories we plant in people's souls, and the tangible changes we facilitate, are our greatest goals.
Our strongest asset is the loyal community that has formed around Ulom's mission and message. Having supporters who truly believe in and feel connected to what we do has greatly assisted our marketing, no matter what other methods we employ. We invite past participants to special events and offer ongoing benefits to further expand our base within our target demographic.
Our mantra is: "If your relationship with Ulom ends, Ulom's relationship with you will not end."
However, how do we cultivate loyalty among beneficiaries?
It is important to foster strong bonds between an organization and its clients. Maintain continuous communication by promptly responding to all inquiries and requests for assistance. Prioritize existing clients, as providing them with valuable invitations and exclusive offers on an ongoing basis will further increase their loyalty to the brand and dedication to the organization.
Also, how do we create a distinctive experience?
Enhancing the client experience involves overcoming obstacles, addressing questions, and reducing uncertainty. Provide high-quality services while soliciting feedback in a spirit of humility. Aim to strengthen the client voice within the organization and listen respectfully to all perspectives. Cultivate lightheartedness between clients and staff to facilitate positive recollections of their interactions.
In the end, Word-of-mouth marketing through satisfied clients can generate substantial gains without extra expenditures. However, such relationships develop over an extended period defined by consistently excellent service. Loyal customers notably aid an organization's reputation and marketing success through their endorsement.
