Article

Word-of-mouth marketing: Is it still important?

Does anybody talk anymore? As we start 2016, we consistently see the introduction of new changes to our industry that prove that the pizza marketplace, like any other industry in the 21st century, is driven largely by technology, social media and digital advertising.

January 29, 2016

By Rob Elliott, executive vice president of marketing, Hungry Howie’s Pizza.

Does anybody talk anymore? As we start 2016, we consistently see the introduction of new changes to our industry that prove that the pizza marketplace, like any other industry in the 21st century, is driven largely by technology, social media and digital advertising. It is how we, as businesses, must adapt to consumer needs, wants and desires — and it is proven beneficial in allowing us to more accurately measure what it is our customers want to experience. With the desire for easier ordering, we introduce online ordering; with the yearning for more millennial involvement, we revamp our tweets. But the one thing we must still rely on to effectively drive sales is something that many businesses push aside in favor of new technologies, which can prove to be a fatal mistake.

Word-of-mouth marketing is a major asset to the continued success and growth of any business. It is also the way businesses used to succeed. You know, the old days where you would taste a delicious slice of pizza with the perfect sauce to cheese ratio, and you would let your neighbor know how good it was. The next week, you go together. He experiences the same amazing quality product and friendly service and tells his sister. And it didn't just stop there. Businesses focused on a key word: engagement. When they did not have digital media to create videos and advertisements, they were forced to actively and consistently engage in community outreach and they actually spoke to their consumer. No, not through an ad campaign or a cool logo — but by becoming a part of the cities they operated in. They were weaved into the conversation by becoming active — so different than the passive state we sometimes fall into today as we rely so heavily on technology.

So how can businesses in the digital age put adequate focus on word-of-mouth marketing? Easy. Engage with your consumer. Below are a few ways to ensure your word-of-mouth marketing game is strong:

Start with the product

It won't matter if you have a swanky storefront or a pretty logo if the product suffers. Focus on high-quality, flavorful ingredients so customers will actually have something to talk about.

Engage with the community

Host grand opening events and offer samples of your product while inviting community members and business leaders to visit your store. Work with the schools to host fundraisers that help fund education, sports teams, arts programs, etc. Show the community that you care, and meet some of your neighbors along the way!

Actively communicate via social media

Ever notice what brands typically make the news? The brands that respond on social media. Taco Bell is known for this. Use humor, if you can, and always respond to your fans. If a customer writes a nice review on your Facebook page, thank them! The same goes for negative reviews. Consumers appreciate it when a business treats them with respect. Answer them, offer them a discount for their next visit. Listen to your customer to find out what they love, what they want more of, what they dislike.

Give back

If you can, give back to your community. Find a local charity and partner with them to reach out to the members of your city, encouraging them to come in to your store, where the proceeds will benefit an amazing cause.

Sure, talking to your customer takes extra time. But the pay-off is so rewarding. After all, you are in business to provide a product, a meal to your customer. We, as business owners, need to care enough to be open to feedback and respond accordingly. Our industry can, and will, continue to grow and see major success in the coming years if we just listen and engage. It is really that simple.