The legend of WOM is not What oops.Marketing?

Word of mouth should be a strategy that is actively pursued, aiming at triggering off a form of viral marketing that can snowball.

Organisers of underground music understand this instinctively, so do indie pub owners, self employed plumbers, electricians, idea designers as well as street side vendors.

The companies and individuals at the top of the tree however do not use it nearly enough as their print, TV, radio and outdoor budgets are monstrous. There is no need for them to get creative and spread positive rumour and news via the old faithful "bush telegraph".

One of the clients I have been working with found themselves in something of a dilemma recently. They run first aid courses and compile customised first aid kits for industry, schools and tour guides amongst other clients.

Being quite small they had very little budget for advertising and were frantic about people not pitching for courses. I suggested that we consult WOM.

After the quizzical looks had subsided I explained that we should actively use a strategy of word of mouth and not just passively allow it to develop.

The plan was simple. Every tour guide that attends a course or enquires about courses is sent info about upcoming courses over the next two months. All of them are in contact with other tour guides every day and they all need first aid level 1 certificates as well as updates every three years.

The result of this is a constant flow of delegates at courses. When somebody expressed their surprise I merely smiled and said most people know about the legend of WOM but only see it as a passive byproduct of the rest of the marketing plan.

By actively becoming involved in WOM any company or individual is going to reap something of a benefit at some stage.

If you don't believe me just listen to conversation next time you're on a bus, in a pub/coffee shop, at a braai or even just sipping coffee in the kitchen at work.