Energizing! (It just keeps going and going…)

This blog is a response to chapter 7 of the groundswell textbook called “energizing the groundswell” for my MARK4474 course.

The word energizing always makes me think of the Energizer bunny.

This commercial is almost as old as I am. Scary. But, like the end of the commercial says, “it just keeps going and going”. This is pretty much what energizing is. Energizing is getting people excited and talking, creating word of mouth and starting a chain of people talking about the same thing. Word of mouth just keeps going and going… whether it be one person telling another, who tells another and then another, or multiple people that tell multiple others, or anyone who will listen to them.

Word of mouth is a form of advertising that shouldn’t be underestimated…

  • It’s believable. Testimonials and stories from real people are more credible than media sources, or what the company says itself.
  • It’s self-reinforcing. The more you hear the same thing from different people, the more you know it to be true.
  • It’s self-spreading. If a product is worth using, people will share and spread the word (Li & Bernoff, 2011, p. 130)

According to the Word of Mouth Marketing Marketing Association (WOMMA), word of mouth “is the most honest form or marketing, building upon people’s natural desire to share their experiences with family, friends and colleagues.” (Li & Bernoff, 2011, p. 131)

By connecting with customers, you are energizing the groundswell. You are getting people to talk – mostly your loyal customers. Think of a brand, a brand that you really like. I mean REALLY like. Why do you support them? Is it because you like their products/services? Like mentioned above, people will share and spread the word about something they enjoy and/or are passionate about. Customers can become the best brand ambassadors.

Here are three ways to tap into your brand enthusiasts:

  1. Tap into customers’ enthusiasm with ratings and reviews.
  2. Create a community to energize your customers.
  3. Participate in and energize online communities of your brand enthusiasts (Li & Bernoff, 2011, p. 134)

I really think that AMA can benefit from the first point – tapping into customers’ enthusiasm with ratings and reviews. Having the ability to rate and review different travel packages, from Disney vacations to Las Vegas deals,  on the AMA website would help the decision making process of visitors. If other customers rate it as a great package/deal, then they are more likely to take the leap and book a vacation. The higher the ratings on anything – the more likely they are to buy it. On the AMARewards portal, members are given the opportunity to rate member rewards offers and comment on them. The only part that the portal is lacking is notifications. When someone replies to another person’s comment – they aren’t notified, and if the person doesn’t check back, they won’t know. This is also a negative as when AMA replies to negative comments, as the member can’t be reached. Contrary to belief, bad comments aren’t totally bad. They do make the website look more believable. If the AMARewards portal was full of positive comments, it would appear too good to be true, or unbelievable.

To wrap up this blog – energizing customers, and creating word of mouth, is an powerful and risky technique and it can be very rewarding. I think if AMA taps into the groundswell and energizes it, they will see more success!

-B.


Bibliography

Li, C., & Bernoff, J. (2011). Groundswell. Boston: Harvard Business Review Press.

Hey, listen!

This blog is a response to chapter 5 of the groundswell textbook called “listening to the groundswell” for my MARK4474 course.

A wise fairy once told me, “Hey, listen!” This fairy was Navi of course from the Legend of Zelda series. I did not hear this once, but multiple times. The shrill piercing voice of Navi can easily be recalled from memory.

What wise words of wisdom they were! Listening is an important talent to have. Yes, I’m calling it a talent, as many people don’t know how to listen – most people just know how to talk.

Many people can talk the talk, but can they walk the walk? Many companies may think that they can and currently are. But are they really?

A really interesting point from the textbook that caught my attention was,

Marketers tell us they define and manage brands. Some spend millions, or hundred of millions, of dollars on advertising… We bought this brand, they say. We spent on it. We own it.

Bull.

Your brand it whatever your customer says it is” (Li & Bernoff, 2008, pp. 78).

Companies can spend as much money as they want trying to shape who they are, but when it comes down to it, what people think of a company’s brand is what is really is. A brand can be really convincing, but if the company doesn’t hold up their end of the deal, then that vision shatters.

The Alberta Motor Associations brand is “practically family”. AMA is there for your when you need them – they “save the day” rescuing when you’re stranded on the side of the road because your car broke down, or slid into a ditch in the winter time. And they’re also there for you for a lot of other things – from insurance to travel, and rewards to driver education.

I did some listening of my own for AMA, and here is what I found:

  • Googling “Alberta Motor Association sucks” revealed a blog from a couple years ago that had a chart comparing the different roadside assistance options. The blog itself was fair, but in the comments there was a disgruntled customer. However there were also many positive comments about AMA. The second listing on Google was a comment on the AMARewards portal sucked, as the member wanted to be able to take advantage of it in-store and not online.
  • Googling “Alberta Motor Association is great” showed multiple happy customer reviews on Yelp.
  • Taking a quick peak at the Alberta Motor Association Facebook page showed there are many positive wall posts made by people, and very few negative.
  • Searching for the Alberta Motor Association on Twitter didn’t pull up much besides some new articles and posts from the AMA twitter account.

Do people think that AMA is practically family? Well, a lot of people are thankful that AMA was there for them when they need it – especially for roadside assistance. AMA definitely has the opportunity to work with vendors that provide professional tools to help them listen, and set up private communities so they can gain more insight onto what their members are thinking. AMA can use this information to help change and adapt so they are viewed in the light they desire.

Listening is great skill that everyone needs to use and practice. Any relationship – whether it be husband and wife, friends, or a company and their customers, requires listening so they understand one another. Check out the video below to learn about how Ford uses social media to listen to their customers.

Thanks for reading! 🙂

-B.


Bibliography

Li, C., & Bernoff, J. (2008). Groundswell. Boston: Harvard Business Press