How do you get people interested in products that they have little experience with? What do you do when the cost of your products represent a real monetary risk if your buyer is makes an uneducated purchase? And what if your product requires an environmental condition to deliver the experience that you are selling? Educational based WOM strategies may be your magic bullet.
This past week I was walking around one of our lakes here in the Twin Cities when I saw a number of canoe enthusiasts out on the lake. For those of you who live in a cold climate, you know that in spring, when the snow melts and the ground thaws, everyone moves out doors to celebrate mother nature. For this reason I assumed the group was a local canoe club having their first spring outing. When I got closer I saw what was really happening. There, under several tents were a number of canoe, kayak and outdoor gear retailers. They were inviting walk-ups to sign in and take a canoe or kayak for a trial run on the lake. And, to make the 'day on the lake' complete - grilled hot dogs, chops and drinks were being served. This event had all the makings of a great WOM experiential event, but as I watched and listened to the retail outdoor coaches give their tips to each land lover as they gently nudged them out onto the lake I realized that here was another opportunity being lost.
The Word of Mouth Marketing Association defines WOM as "the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications". I would add to this, 'the art of educating' as well. If we break this down into three steps we can see where the opportunity was lost.
First - the art of building active, mutually beneficial consumer-to-consumer communications - Obviously, each of the vendors sponsoring this event had local buyers of their products. What if they had brought a number of their satisfied customers to the event. What if various buyer segments were represented so they could share their stories and experiences and give THEIR reviews of THEIR favorite equipment. What if the vendors had previously, and collectively worked together to sponsor a family, or women's or teens outdoor club and showcased these clubs AND provided for club sign-up at the event. This type of integrated planning would allow members and potential new enthusiasts to talk, share and swap stories face-to-face. Research has shown us that people trust peers more than they do sales and marketers so letting your customers become your 'sales force' is not only strategically sound, but a lot more authentic and believable to your potential new customers.
Second- the art of building, mutually beneficial consumer-to-marketer communications - What value can a marketer bring to a WOM event. The biggest benefit will manifest itself in just how thoroughly the event has been staged and how the myriad of details have been implemented. In reality, if the marketer has has done his/her job right, the communication that does naturally flow will be not from 'tire kickers' but from potential customers who now view the marketer as a resource that understands all of the buyers needs.
Third - the art and science of educating - If I am shopping for something I have no experience with I want to be educated on all the various factors that may come into play when purchasing an item. In the case of canoes/kayaks, things such as the best sizes/type for my level of experience, the material composition or each type of boat, the weight of the boat etc. I want to learn about anything and everything that may help me make the best decision if I become interested enough to move to the next level - the sale. At this local event there were racks of wet suits, water boots, life preservers etc., no one was going over this information with the users. The complete sale for new canoe or kayaker extended far beyond just the boats. Much like skiing, you need more than just skis to enjoy the sport to its fullest.
Ironically, I went home that very same evening and saw a new article in my in box all about LL Bean and its Outdoor Discovery School. This program allows potential customers, with the help of expert guides, to try out expensive hobbies such as fly fishing, kayaking, clay shooting, biking etc. A set of easy to navigate experiences have been created by LL Bean. Their goal is to "demystify an activity" and to get people to try something new. Their experiential activities are designed for specific audiences - women , families with kids etc (is this sounding familiar? ) and designed for different skill levels. Additionally, they have a special program called Walk On Adventures which allow for a trial run with ALL equipment provided. This allows the new user to understand all the value added things that are needed for the sport - no after sale surprises makes for happy customers! Lastly, LL Bean makes sure that once a person becomes a customer that they have a means to meet like minded sporting enthusiasts through vacations that further build community.
So what is the lesson to be learned? There is a big difference between a one time event and a sustaining program - one that is built to create a way for people to continue to talk and together with the customer - its the difference between a word of mouth shout and a word of mouth strategy which educates the buyer about everything they need to know to make an informed decision, NOT just the facts about your product or service. Its about feeding your potential talkers with fun and new things to talk about. With a little more planning, what I witnessed on Lake Calhoun this past week could have been as a full blown, WOM strategy like LL Beans. Perhaps not all delivered by only one vendor, but with a number of vendors collectively working together to their mutual benefit. A WOM business partnership if you will.
Since we at Interpret-her are all about women, I have to mention that LL Bean is doing a great job of reaching out to the women's market. From women's courses in fly fishing, kayaking and clay shooting to adventures tailored to families, they are recognizing and supporting the growing numbers of female sports enthusiasts. One last thing, LL Bean supports a program called the Rippleffect. Rippleffect is a Cause driven, 12 day wilderness program, designed to build self esteem and leadership skills in teens. Those of you who know women know that Causes that help them in their parenting, will go a long way toward building loyalty in their female customers. Yes, LL Bean has done a great job - all one has to do is follow their path and remember, an educated buyer is a confident buyer, self assured and willing to share their experience and all they have learned!
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