Buzzing Through WOM Marketing
Oct 12th, 2012 by Siew Ying
Ever wonder how a product or brand create buzz through the audiences online (other than viral videos)? Involving audiences in everything you do is the key!
I came to know about the 90 days Challenge that is buzzing in the world of diet through a friend’s status on Facebook. I was curious about the 90days Challenge and I came to realize that it sounds like a diet plan before I google it. So I went online and realized that (yeah!) as I predicted it’s a diet plan. This 90 days Challenge is proposed by a company – ViSalus that produces diet products. Besides, they resemble a direct selling company because anyone can be a dealer by paying a one time fee. I was surprised by how effective their online marketing strategies work.
Visalus marketing strategy works effectively, its brand is highly acknowledged by customers in this niche market. Visalus involves its customers in their marketing campaign by:
i.) Encouraging customers to post their goals and the progress of diet plan – Visalus’ brand image are mostly supported by the WOM that is passed from current customers to potential ones. It encourages customers to post their goals such as # of lbs they want to lose in x days on Facebook or other social media channels. This encourages customers to work harder and to keep up with their dieting plan, also spreading and getting the brand out there to their friends.
ii.) Leading conversation in their forums – Customers feel more involved when they participate in forums and this gives Visalus a great way of getting inputs and feedbacks from customers. People who chat in the forum are people who are on diet as well, customers feel more engaged and would like the brand more. The brand association between customers and Visalus is intense. Visalus also gives every customer a wrist band, so they could be reminded that they are on a diet every time they see it.
iii.) Holding competition that greatly rewards customers – Visalus customers love recording themselves before and after the diet plan, it show people how much weight they loss. The 90days Challenge was trending on Youtube a while ago too. Customers tape their experience and share it with their friends. Visalus holds many kinds of competition that entitles customers to win a car or free protein shakes that you initially have to purchase.
Sounds too good to be true, eh? Can’t deny that Visalus does a great job in its online marketing, people who buy their products and join the challenge feels affiliated with the brand; thus, sharing their experiences with their friends. Its marketing plan is one that creates buzz in this niche market.