I apologize that I can't remember where I read this quote earlier this week–
...I believe that it was on a blog post somewhere (so if you know, tell me and I'll make it right). And it went something like: "Word of mouth marketing isn't cheap. It's cheaper."
What a beautiful set of words. It's something that I find myself explaining more and more frequently. I don't know if it's because there's a perception that WOMM is an intangible (which it's not) or that you can't track the ROI (which you can). Or maybe because it's still this hazy subject for a lot of marketers and, in all honesty, there are still a lot of unknowns.
Everyday there is more and more evidence documented that word of mouth marketing .... done the right way, mind you - is effective. And effective is worth paying for, eh? So while a WOMM plan MIGHT BE LESS expensive than that double-truck gatefold buyout for twelve months, it's not necessarily going to be cheap. Because, in all reality, engaging in an open, honest conversation with your customers is a whole lot more work.
(Hey, it's my first post at the DailyFix! Thanks for the invite and know that I'm honored to be associated with some great thinkers.)
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