WOMMA Handbook Now Available for Review
The folks at the Word of Mouth Marketing Association (WOMMA) just posted their handbook for public comment. You can check it out here.
It’s pretty straightforward and has a lot of useful information to people looking to engage in word of mouth marketing. The “types of influencers” chart I’m sure will help in more than one new business presentation.
Honestly though, much of it wasn’t news to me. A lot of brands in the action sports have been using word of mouth marketing for some time… just not calling it that. Mainstream brands could still learn a thing or two, at least from my recent experiences.
The biggest issue I’m finding with people engaging in word of mouth marketing is fear. They either don’t fully understand it or can’t commit to it for the long term without a justifyiable ROI. While I understand both concerns, just because your ad buy guarantees you a metric (according to your ad rep), that doesn’t guarantee results besides that you paid your rep for that metric.