Home  Harness the Power of Word-of-Mouth Marketing

Harness the power of word-of-mouth marketing

The very best way to get the word out is to tell people. Really. If every staff, Friends and board member told 10 people about this incredible resource, and those 10 people told 10 more people, and those 10 people told . . .

Key elements of word-of-mouth marketing:

• A clear, memorable and consistent message
• A good product/great customer relations
• A prepared and committed "sales force"
• People who are willing to testify
• A plan

Sample message: Did you know you can use the library in your pajamas? Our online branch is open 24/7.

1. Enlist the whole "library family" as part of your sales team. Make sure all staff (not just professionals or full-time)—know the message, understand why it is important and the key role they play.

2. Don't just pass out bookmarks. Encourage frontline staff to deliver the message when engaged with customers.

3. Feed the grapevine. If someone indicates they are pleased with the service they received, ask them to "Please tell your friends."

4. Send a message with your message. Add a signature line to your e-mail correspondence with the library message.

5. Collect testimonials. If you hear a compliment or "success story," share it with the sales team so they can share it with others. Invite testimonials from community leaders and satisfied library users.

6. Seek out experts. Reach out to realtors, newspaper columnists, business leaders and other referral sources to help deliver your message.

7. Wear the message. T-shirts, buttons and other "props" are conversation starters and can help make your point.

8. Keep current. Make a point of reading library updates so you can be a knowledgeable spokesperson.

9. Be alert for new and creative ways of delivering the message.

10. Have fun! Be enthusiastic. Encourage your "sales force" to be. Remember, it's not just what you say but how you say it.

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