How to build a word of mouth marketing program

October 20, 2020

Word of mouth is quickly becoming the most important component of a brands marketing mix. Listen to our WOMM webinar hosted by Crayon to learn more.

Last week we teamed up with our friends at Crayon to host a live webinar focused on word of mouth marketing (WOMM). We had a lively discussion breaking down the way consumers are shopping today, why brands struggle building formal WOMM programs, and actionable steps to kickstart an effective WOMM strategy.

Why WOMM matters

According to a Nielsen report, 92% of consumers believe suggestions from friends and family more than advertising. Despite this overwhelming consumer dynamic, it is estimated that less than 1% of marketing dollars are allocated towards word of mouth marketing. Brands that initiate effective WOMM strategies set themselves apart throughout the buying journey.

Advertising is the cost of being boring.

– Andy Sernovitz

Why more brands don't have WOMM programs

It can be extremely difficult finding loyal, trusted, brand advocates amongst your core customer base. For brands that overcome this hurdle, activating and managing WOMM campaigns is resource demanding and often proves to be impossible to manually scale.

Word-of-mouth has been shown to improve marketing effectiveness by up to 54%. – MarketShare

When brands execute WOMM the results are staggering

When brands commit to developing and executing WOMM programs, the results are positive. Brands see a decrease in customer acquisition costs, and increase in average cart size, and a deeper loyalty with existing customers. In this webinar, we explore 4 examples of brands executing great WOMM programs.

Robust advocacy-marketing programs are achieving significant revenue gains—10 to 20 percent for established products and up to 100 percent for new products.

Listen to our webinar

Listen in as Wooly CMO, Nick Stagge shares why WOMM is important, what makes an effective program, and how brands like Salomon, Lululemon, Patagonia, and nuun have grown their business through savvy word of mouth marketing.

Listen To The Webinar

Grow with people who love you. Request a demo today.

More news


Performance Marketing for Word of Mouth Results

Businesses can analyze and optimize almost every aspect of their marketing with technology. Performance marketing is a great strategy to measure activities and get quick results.

Read Article
Advocacy Marketing

Launch Your New Brand Ambassador Program (Template)

Launching a completely new marketing channel is daunting! This template will shrink your learning curve and gets you up and running.

Read Article
Just Because

80 Awesome Virtual Events and Ideas for Brands

Need an idea for a virtual event? We collected 80 engaging and creative event concepts to get people excited.

Read Article