by tradesmeninsights | Jul 17, 2013 | Social Marketing, Traditional Marketing
Sometimes we’re so close to the woods that we can’t see the trees. As marketers, we’re all so busy trying to execute our plans, from using the latest digital options and lead nurturing programs, to doing some traditional direct mailers and participating in a key trade show that we often overlook the obvious – Referrals!
When was the last time you bought something major that you didn’t ask a friend or business associate what their thoughts were on that particular product or the proposed solution you were thinking about.
The professional tradesman is not different. He will ask another peer or a distributor friend about ways to solve the problem. That’s why word of mouth (WOM) plays such an important part. Here are some interesting stats:
- 92% of consumers trust recommendations from their friends (Nielsen).
- 80% of all B-to-C and B-to-B purchases involve some WOM recommendations during the purchasing cycle according to Forrester.
I recently downloaded a Referral Marketing Guide from Extole that outlines six steps to take to make sure your WOM program gets results. They not only give you the steps, but practical examples of how to incorporate into your current programs. They also give you case studies.
Here are the six steps they recommend you to follow:
- Create a compelling offer
- Promote a referral program
- Make it easy for advocates to refer
- Personalize the friend experience
- Keep referral programs top of mind
- Monitor and optimize the program
According to the study, WOM recommendations result in a 3-5 times higher conversion than other channels. It makes sense doesn’t it; you value the opinions of others. So as marketers, we need to harness the loyal brand advocates that we have and have them help folks through the selling cycle.
If you haven’t used a WOM campaign to reach those contractors, maybe it’s time you rethink your strategy. After all, we’re all in it to ultimately sell something, and WOM has proven that it will help the customer through the sales cycle by letting others help you sell.
by tradesmeninsights | Aug 4, 2011 | Marketing Tips, Traditional Marketing
Beyond the normal marketing things you do, what are you doing to get closer to your customers and LISTEN to what their issues are?
May I suggest a tradesmen council? You all have brand advocates out there, why not get them together a few times a year and get a better sense of what’s happening in their world and what keeps them up at night. You could even pass by new product ideas before putting them into production. If you make the meetings about them and not you, the outcome will be more positive.
You know these guys talk to each other either through social media like forums or at association and trade meetings. Meetings could be planned around major trade shows or meetings, and you’d ask them to come in a day ahead of time for say a half-day meeting.
I’d also suggest that some of the meetings could be held at your location (at your expense) so they get to meet other members of your team. Keep these meetings on track with an agenda that should include issues they want to talk about as well. There also should be action items coming out of each meeting where they can see that you actually did listen and are taking some action. Note that all action items don’t have to have a positive resolution, but the council needs to know that you at least took it under consideration.
Other than the ultimate end user, do you sell through independent reps and or distributors? These should be on your radar screen to get closer to as well. Rep and Distributor councils can also reap great results.
- Reps are in the trenches daily and can give you valuable insights not only on the end user level, but also what’s happening at the distributor level.
- Distributors can give you insights on not only current avenues of business, but might be able to point out new possible areas of growth.
Bottom line is, I’ve seen firsthand what a well planned council can bring to a company. It’s a great long-term strategy that will help you set your brand apart.
by tradesmeninsights | Aug 4, 2011 | Marketing Tips, Traditional Marketing
Beyond the normal marketing things you do, what are you doing to get closer to your customers and LISTEN to what their issues are?
May I suggest a tradesmen council? You all have brand advocates out there, why not get them together a few times a year and get a better sense of what’s happening in their world and what keeps them up at night. You could even pass by new product ideas before putting them into production. If you make the meetings about them and not you, the outcome will be more positive.
You know these guys talk to each other either through social media like forums or at association and trade meetings. Meetings could be planned around major trade shows or meetings, and you’d ask them to come in a day ahead of time for say a half-day meeting.
I’d also suggest that some of the meetings could be held at your location (at your expense) so they get to meet other members of your team. Keep these meetings on track with an agenda that should include issues they want to talk about as well. There also should be action items coming out of each meeting where they can see that you actually did listen and are taking some action. Note that all action items don’t have to have a positive resolution, but the council needs to know that you at least took it under consideration.
Other than the ultimate end user, do you sell through independent reps and or distributors? These should be on your radar screen to get closer to as well. Rep and Distributor councils can also reap great results.
- Reps are in the trenches daily and can give you valuable insights not only on the end user level, but also what’s happening at the distributor level.
- Distributors can give you insights on not only current avenues of business, but might be able to point out new possible areas of growth.
Bottom line is, I’ve seen firsthand what a well planned council can bring to a company. It’s a great long-term strategy that will help you set your brand apart.
The professional tradesman is not different. He will ask another peer or a distributor friend about ways to solve the problem. That’s why word of mouth (WOM) plays such an important part. Here are some interesting stats: