I watched an Olivier Roland’s video and there is good stuff.
Talk about word of mouth because a lot of time we hear : « anyway marketing is useless because if your product is good, it will spread naturally with word of mouth, people will recommand it ».
It sells itself
Olivier Roland talked with a guy who is responsible of marketing operations of his book « Tout le monde n’a pas eu la chance de rater ses études » (in english : Everyboy didn’t have the chance to fail his/her studies). Olivier Roland tell him for the next months, he will be focus on promoting his book. The responsible of marketing operations tell to Olivier Roland that if the book is good, the first readers will talk about to their friends.
Olivier Roland replied that precisely it’s important to make the maximum of promotion of the book to have the maximum of first readers.
If you think you product is so good that it will trigger a good word of mouth. Is it better that it’s already triggered with the first 15 or 100 people you talk about or 10 000 people who will have seen the marketing campaign and buy your product ?
If you think that each person who buy your product will recommand it to another person. Is it not better to do a big marketing campaign because you know that the return on investment will be 2 times higher than what you would have if nobody recommanded your product ?
The truth is word of mouth is often use as an excuse to do nothing. We must do the opposite. If you have a good word to mouth with your product, you should do the maximum for the marketing campaign because you will have :
A direct return on investment that can be measured over the duration of the marketing campaign
An indirect return on investment that is long term because each customer who buy your product because they saw your marketing campaign will also recommend it to one or more people.
When you have a great product that have a good word of mouth, it’s the moment to do the maximum to promote it, do a big marketing campaign several months after its launch.
The next time when a person tell you : « Don’t worry, your product is so good that it sells itself ». Take a deep breath and explain to this person that it’s precisely because the product is good, a big marking campaign is good to reach the maximum of people.
Look movies, regardless of whether the movie is good or bad, there is always a big marketing campaign. Then the word of mouth decides if the movie stay in the box office or not. Do a marketing campaign for your product like a marketing campaign for a movie.
There is a lot of good products than haven’t been successful because of this excuse. Don’t be the next.