5 Reasons Why Word of Mouth Works

1. The member is a trusted friend or advisor.2. The advice is coming from an independent source,

not the manufacturer3. The message is usually genuine and free of hype.4. The value of the product or service is personalized

for the recipient.5. The referrer explains the value until it’s fully

understood by the recipient.

Association Forum Membership Recruitment: Bobblehead Campaign – Word of Mouth

• It is an experience• It is independent and credible• It is unlimited in it’s size,

speed and growth• It is integrated into all

recruitment and retention pieces including ads, application, recruitment kit and new member kit

Result: 34% increase in membership

Soft innovation – Solve a member’s problem that is peripheral to what your organization is about.

Give a second reason to join your organization and perhaps a first reason to talk about it.

~ Seth Godin, Free Prize Inside

Free Prize Inside - Campaign

Free Prize Inside Is…

• Unexpected• Added value with no extra cost• Makes life easier (saves time)• The way you make someone

feel• Easy to talk about/share

Offline Dialogue Generates Results (Free Gift Inside doesn’t hurt either)

• Members who renewed early in the process encouraged colleagues to renew

• Thank you gift was meaningful; tied to strategic marketing plan

• Results: Record pace of renewals