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 your ecommerce sales with people who love you. Request a demo today!

More news


How the Creator Economy Is Reshaping Our Lives

The creator economy is a $1.43 billion marketplace for brands and entrepreneurs that is redefining what it means to "work."

Read Article
Advocacy Marketing

TikTok Marketing: The Importance of Captivating Your Audience

With over 3 billion downloads, TikTok is an ideal platform for marketers to reach a massive enthusiastic audience.

Read Article
Advocacy Marketing

Community Marketing: Start, Build, Reward and Scale

Is community marketing a good fit for your company? Learn everything about customer-centric growth

Read Article