First of all, WOM is Word Of Mouth. It is the most personal form of communication. WOM is the essence of successful marketing and advertising, because WOM is about relationships. And if you are a human being, you are a relational being too.
We recently had nearly 3 million dollar a holler Super Bowl TV Commercials. Coming up are the Oscars with a price tag of 1.7 million for a national commercial.
But what really does the trick is the talking about the commercial, or about the product, or the service, or the political candidate.
What is stronger than WOM? Nothing baby....
Oprah Winfrey made history last year as she endorsed Barack Obama for the Democratic Presidential ticket.
Oprah's endorsement isn't what caused him to gain a lead in the delegate race, but it did cause people to notice and then the WOM bandwagon started moving forward.
Oprah is also famous for her book club. But even that pales in comparison to WOM. Look at this study that I found on the Church of the Customer blog:
In a recent study of African-American book buyers, most said a friend or family member's recommendation was the reason they purchased a book.
Here's a look at the numbers, provided by Global Marketing Insight.
| Recommended by a friend or family member | 55% |
| Bestsellers list | 34% |
| Reviews from African-American critics | 20% |
| Essence bestellers list | 18% |
| Recommended by a book club | 17% |
| Recommended by Oprah | 12% |
| Reviews from non–African-American critics | 12% |
| Recommended by Oprah’s book club | 11% |
| Reviews from a non–African-American newspaper | 9% |
| Reviews from an African-American newspaper | 8% |
| Other | 25% |
Guess this means that Oprah's influence is strong, but not as strong as many people would have guessed.
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