Two massive competitive advantage from using WOMM

1. Understanding what customers want to listen to

We are living in an age of ‘information overload’. Research suggests that we are exposed to between 1000 and 4000 adverts per day. This comes in the form of: radio, television, phones, bill boards, leaflets, junk mail, emails, newsletters, newspapers, magazines and so on.  There is a huge amount of advertising competing for our attention. Most marketers will say that they can improve your message and make it much better than the competition. But do your customers want to listen to a better message? Who do customers listen to? Someone speaking to them in their own language. A simple message from someone who doesn’t have a vested interest and can be trusted. If you were to put yourself in their shoes, do you prefer to listen to someone you trust or do you prefer to believe an advert? Statistically, consumers would respond to 2 out of 5 personal recommendations whereas consumers exposed to adverts would only make an enquiry after viewing between 4,000 and 12,000 adverts. 

2. Make the decision making process easier

Do customers prefer a direct or indirect experience of a product or service? Most of us would initially answer “well direct of course”. Let’s look at an example. What if you were selecting a place to stay overseas on holiday? You can’t have a direct experience of the product until you arrive. So how do you know the hotel or resort you have selected is any good? Well the travel agent or the brochure says so! I’m a natural cynic and I need more than that, after all it is in the interest of the travel agent or resort to say they are great. Whenever I travel abroad I check out specific websites which have travelers recommendations based on their personal experiences from staying at the hotel or resort. Some websites even have different traveler categories so I can see more specifically if they are suited to my needs e.g. people travelling with young families. Recommendations are written from the perspective of other parents traveling with kids. Parents reading their comments are able to identify with the comments made e.g. ‘when we arrived we were all tired and the kids were really ratty (anyone who has travelled with a child can sympathize) but the child friendly staff had cool drinks ready’ etc. In every case where I have booked accommodation based on these recommendations, I have not been disappointed. Straight away though, it has dispelled a myth! People prefer indirect experience. Not only that, but potentially from people they will never ever meet! Why indirect? Because it saves time and money. Other people with more experience ask the right questions and report back on the good points and bad points. If you read that a product or service meets your requirements in the real world, would you be more likely to buy it?

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