Do You Have a Word-of-Mouth Strategy?

John G. Swanson
September 25, 2012
THE TALK... | Management, Sales & Marketing

Be interesting, make people happy, earn trust and respect, and finally, and make it easy for customers to talk about your company. Those are the four key factors in successful word-of-mouth marketing program, according to Brian Bunt of, who spoke at the recent Window & Door Dealers Forum. They're not easy tasks.

I certainly don't want to downplay the importance of keeping company's customers happy and earning their trust and respect. That requires tremendous effort. I was sort of curious, however, about the other two elements Bunt outlined. People in our industry talk about building word-of-mouth, but do we work to make our companies "interesting."  Do we encourage people to "talk about" us?  

How many companies actually have a word-of-mouth strategy? That's our poll question of the week. And, of course, I'd like to hear from you. How does your company try to stand out as "interesting" or "different"?  How do you get customers to talk about you?  Post a comment–it's a good way to build word-of-mouth–and let us know. 

By the way, Bunt cited the video below from a company called Dollar Shave Club as a good example of "interesting."  Could this approach work for a window dealer?  


Survey Results as of 10/1/2012:


Does your company have a word-of-mouth marketing strategy?

No, we don't really work on word-of-mouth at all.










No, but we try a few things now and then.





Our industry appears to do more than give lip service to word of mouth.  About a third of our respondents say their companies have a word-of-mouth strategy and another 21 percent say they try to do things every now and then.

I've heard countless numbers of manufacturers and dealers through the years talk about the importance of word-of-mouth, so I actually thought the percentage of companies doing something would be a little higher.  Given the rise of social media, and the tight marketing budgets of recent years, I especially thought more companies would "try a few things now and then."  

Word-of-mouth can pay off.  Take a look at Crestview Doors in Texas.  It has an interesting niche, manufacturing doors of a certain retro/modern style, and has successfully connected to its target market through social media.  They have an impressive number of likes on Facebook, enough to make some of the largest door and window manufacturers in the country, not to mention us at Window & Door, a little jealous.