{"id":676,"date":"2017-12-28T14:57:51","date_gmt":"2017-12-28T14:57:51","guid":{"rendered":"http:\/\/scoreindia.org\/blog\/?p=676"},"modified":"2018-01-20T06:17:26","modified_gmt":"2018-01-20T06:17:26","slug":"word-mouth-brands-built-public-relations","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/word-mouth-brands-built-public-relations\/","title":{"rendered":"Brands Built on Public Relations through Word of Mouth"},"content":{"rendered":"

Word Of Mouth is the most powerful form of marketing. It builds brands, drives sales and sparks conversations, both consumer to consumer and consumer to brand. Word Of Mouth can be defined simply as any business action that earns a brand recommendation that says they deliver the best product in the category, provide a great customer experience and reward customer loyalty.<\/p>\n

The five principles of Word of Mouth Marketing are:<\/p>\n

Credible \u2013 Word Of Mouth is Honest and Authentic\u00a0 marketing messages from brand to customers and from Customers to customers<\/p>\n

Respectful \u2013 Word Of Mouth is Transparent and trustworthy behaviour as it relates to privacy matters between brands and consumers.<\/p>\n

Social \u2013 Word Of Mouth involves brands listening to, participating in, responding to and encouraging to conversations <\/a>online and offline.<\/p>\n

Measurable \u2013 Word Of Mouth is the ability to define, monitor and evaluate a program\u2019s success<\/p>\n

Repeatable \u2013 The ability to deliver on these principles over and over again in order for a business to become truly talkable brand. The reality is not every brand becomes talkable.<\/p>\n

Three particular brands I would like to talk about that have built their market through Word of Mouth are:<\/p>\n

    \n
  1. Starbucks<\/li>\n<\/ol>\n

    Starbucks decision to collaborate with India\u2019s TATA Global Beverages shows a focus on leveraging multiple benefits. The TATA Group is one of India\u2019s ethically driven brands, a perception that passed on about Starbucks India as well.<\/p>\n

    Starbucks has never been seen indulging in any traditional form of marketing. Starbuck has been very active online, extending their sense of community through social media channels. It is a preferred place for corporate coffee table meetings. To quote a personal experience I became a regular customer of Starbucks after my colleague told me that they give a free coffee voucher to random customers which I have been lucky to receive few times. I have made sure to pass on this information as well.<\/p>\n

      \n
    1. OnePlus<\/li>\n<\/ol>\n

      The smartphone business is a cutthroat market at present, yet OnePlus has managed to leave its mark despite having a marketing budget of only $300 at the beginning. Initially the only way you could buy a OnePlus was by getting an invite from a person who has already bought it. This built Exclusivity and Demand. They ran provocative campaigns \u201cSmash the Past\u201d in which people would smash their smartphones to win a OnePlus One. They were transparent about criticisms and directly responded to fans whenever possible. They embraced the controversies surrounding their marketing tactics. These all lead to people spreading the word about how good OnePlus is at what they are doing.<\/p>\n

      3. iD Fresh<\/p>\n

      From selling snacks at age 10, PC Musthafa, a plantation worker\u2019s son built a Rs. 100 crore food brand \u2013 iD Fresh. In one decade, ID Fresh has become the go-to brand for packaged dosa and idli batter. It is available in six Indian cities. The brand\u2019s greatest strength is its emphasis on freshness and durability. The products are totally free of preservatives and chemicals. iD fresh follows the \u2018grandmother\u2019s recipe\u2019 philosophy and follows the homemade recipes aided by equipment. This old world charm has helped iD find a place in homes and hearths. To quote PC Musthafa \u2013 \u201cI believe that if the right product is packaged well and accompanied by good service, people will use and recommend the product to others\u201d. The company has largely been dependent upon the word-of-mouth publicity. \u201cWe are a fresh, natural brand \u2013 we will always be so\u201d \u2013 says Musthafa.<\/p>\n

      The power of Word Of Mouth would only increase as people become more interconnected through social media.<\/p>\n

      \u2013 Julia Joseph<\/strong><\/p>\n

      \"Julia

       <\/p>\n","protected":false},"excerpt":{"rendered":"

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