I am frequently asked, “How do I encourage word of mouth? It is my best advertising.”
When I attended annual customer appreciation day at Asher Enterprises recently, I saw an excellent example of how to extend word of mouth. As I stopped to register, I was offered to sign up for an opportunity to win $500 off a home improvement project. In addition to signing up, I had to take a sign to put on my property. I was to display that sign where it could be seen from the road. From September 15 through November 1, Asher’s personnel would be traveling around the area looking for the signs. Those with signs would have the opportunity to win $500 off a project. One winner would be chosen per week for a total giveaway of $15,000.
Since all the people taking a sign had had work done by Asher Enterprises, this is a public way for customers to recommend Asher Enterprises. One of the best ways for home improvement companies to market is to put out signs by a home where a project is being completed. Neighbors see the signs and wonder what is being done. Frequently, curiosity prompts them to drop by and take a closer look. They talk with the homeowners and find out what they think of the project. In discussing the project, the homeowner essentially gives a testimonial for the contractor. Knowing that a contractor did a project in the neighborhood offers trust, peace of mind, and credibility to others.
These three factors are important to consumers in choosing a home improvement contractor.
The challenge for home improvement companies is that the sign does not stay up forever after the project is done. It only stays a short period of time. After that, the home improvement company loses the word of mouth that the sign offered. In addition, the home improvement company loses the multiplication effect of getting credit for doing many projects in a particular area by having multiple signs displayed simultaneously.
By getting customers all at the same time to display these signs in hopes of winning $500 off a project, Asher Enterprises reestablishes that word of mouth and gets credit for doing many projects in an area. At a peak time for doing fall remodeling and thinking about spring remodeling, these signs are small billboards for Asher Enterprises all around the area. Those seeing the small billboard signs understand that the sign indicates Asher Enterprises did work at this home. Thus, the sign becomes more than a sign. It is a testimonial, the best word of mouth.
This program is a well thought out, excellent example of how to extend word of mouth. The tricky part about word of mouth is getting customers to do it more frequently. Although your customers may happily recommend your business, doing so is not uppermost in their minds. To increase word of mouth about your business, you must find ways for customers to offer word of mouth without making an effort to do so. This is what Asher Enterprises did.
How could you extend word of mouth about your business with minimal effort on the part of your customers?
When I attended annual customer appreciation day at Asher Enterprises recently, I saw an excellent example of how to extend word of mouth. As I stopped to register, I was offered to sign up for an opportunity to win $500 off a home improvement project. In addition to signing up, I had to take a sign to put on my property. I was to display that sign where it could be seen from the road. From September 15 through November 1, Asher’s personnel would be traveling around the area looking for the signs. Those with signs would have the opportunity to win $500 off a project. One winner would be chosen per week for a total giveaway of $15,000.
Since all the people taking a sign had had work done by Asher Enterprises, this is a public way for customers to recommend Asher Enterprises. One of the best ways for home improvement companies to market is to put out signs by a home where a project is being completed. Neighbors see the signs and wonder what is being done. Frequently, curiosity prompts them to drop by and take a closer look. They talk with the homeowners and find out what they think of the project. In discussing the project, the homeowner essentially gives a testimonial for the contractor. Knowing that a contractor did a project in the neighborhood offers trust, peace of mind, and credibility to others.
These three factors are important to consumers in choosing a home improvement contractor.
The challenge for home improvement companies is that the sign does not stay up forever after the project is done. It only stays a short period of time. After that, the home improvement company loses the word of mouth that the sign offered. In addition, the home improvement company loses the multiplication effect of getting credit for doing many projects in a particular area by having multiple signs displayed simultaneously.
By getting customers all at the same time to display these signs in hopes of winning $500 off a project, Asher Enterprises reestablishes that word of mouth and gets credit for doing many projects in an area. At a peak time for doing fall remodeling and thinking about spring remodeling, these signs are small billboards for Asher Enterprises all around the area. Those seeing the small billboard signs understand that the sign indicates Asher Enterprises did work at this home. Thus, the sign becomes more than a sign. It is a testimonial, the best word of mouth.
This program is a well thought out, excellent example of how to extend word of mouth. The tricky part about word of mouth is getting customers to do it more frequently. Although your customers may happily recommend your business, doing so is not uppermost in their minds. To increase word of mouth about your business, you must find ways for customers to offer word of mouth without making an effort to do so. This is what Asher Enterprises did.
How could you extend word of mouth about your business with minimal effort on the part of your customers?
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