Five Factors of Word of Mouth Marketing

4

Let me explain why I’m about to spread word
of mouth marketing for Tervis Tumblers.

I can think of five factors which lead to me spreading
positive word of mouth for any product or service.  Not all factors have to be present, but the
more that are, the more likely I’ll spread buzz.

1) Utility
– Do I use the product or service often, and do I like the way it works every
time? 

2) Value
– Is the price I paid worth the utility of the product/service (frequency and
impact in my life)?

3) Delight–
Have I been wowed beyond expectations in the product or the company? Is the
product/service differentiated?

4) Integrity
–Does the company have people, actions or policy that  reinforces integrity and commitment?

5) Relevance
– Is the product / service ubiquitous enough to be useful to you?

Almost all factors are present for the Tervis Tumbler, which
is one of the most durable insulated glasses available on the market. I’ve done
my research, bought other products, and was just about to start my own company
to solve this problem! Then, one day by the pool at a friends house, I drank
from a Tervis. Hours later under the hot Texas sun, the ice had not melted.

Since then I’ve bought 10 Tumblers for my family at
about $10 each.

Here’s how the factors above lead me to recommend Tervis

Utility:

I like cold drinks, hence I like to keep ice from melting,
and yet I live in Texas. This
necessitates an insulated cup.

Value:

Yes, they are expensive ‘plastic cups’ at $10-$15 each. And
so is the $400 Oreck vacuum. However,
when you have high frequency of use for something, the old adage of ‘you get what
you pay for’ becomes more relevant. In contrast, I wouldn’t pay $5 for corn
holders, or $20 for a nut cracker. Get the point?

Delight:

I’ve tried many plastic and acrylic tumblers. Tervis is the
only one that has held up without cracks through hot drinks, cold drinks, several
washings and drops. While this should be standard, it’s a delight factor given
poor performance from other cups. Also, Tervis comes in 4 sizes (including the
24 oz which is what I need!), and you can get them clear, colored, or put a
patch of your interest on the inside. No one else does that.

Integrity:

They back their tumblers with a lifetime guarantee. No receipt
necessary…just send it in and they’ll send you a new one. Wow. Plus they have
heritage —  been around since 1946 from
humble beginnings.

Relevance:

Who doesn’t drink something every day? Who doesn’t like
their drinks to stay hot or cold? Who would not like a personalized cup
reflecting their name or passion?

So, go to www.tervis.com
and buy one.

I hope this leads Tervis to more volume, lower costs, and
henceforth lower prices for customers like you and me. Not to mention the growth and
survival of a good company.

As for a marketing lesson to learn…think about how your company and products score on the factors above. Positive word of mouth marketing can lead to results, as described above for Tervis, by delivering great utility, value, and delight with integrity.

4 Responses

  1. pc4media says:

    Word of Mouth Marketing Must Start with the Product

    Sometimes, I forget that word of mouth marketing happens because the product is worth talking about. Sam Decker with a great post reminding us of that: 1)Utility – Do I use the product or service often, and do I like

  2. Sam says:

    We have Tervis tumblers at our house because our grandma suggested them and, she loved hers so much, she bought them for us. She basically said everything you did in your post, except she is from Florida, not Texas. We love our pool and use these all the time!

  3. Sam says:

    We have Tervis tumblers at our house because our grandma suggested them and, she loved hers so much, she bought them for us. She basically said everything you did in your post, except she is from Florida, not Texas. We love our pool and use these all the time!

  4. Love the product. Must get some.
    But I am surprised that their actual site doesn’t state what appears to be its value proposition. Well, except magic…

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