Three Ways to Drive Word-of-Mouth

2. Winning PR coverage: Information found in editorial coverage is generally considered more credible than the messages consumers receive in advertising. And PR placements can play an invaluable role in a WOM campaign. There are dedicated publications as well as thousands of Web sites run by aficionados covering every imaginable subject, so it's simply a matter of identifying the top editors or journalists who write about what you market. Tailor your message or stories specifically to them, then send your press releases or pitch letters. Follow up by phone or email when appropriate.

Editorial reviews are particularly critical to fueling new product buzz. But just about any kind of favorable product or service mention in the right media can get people talking -- particularly influencers who may avidly read everything from blogs to magazines looking for the latest news to spread. Best of all, media coverage is often self-perpetuating. An interesting item covered in a popular blog, for instance, may be picked up by many others.

3. Seeding viral marketing: Have you identified a single, clear idea you want to communicate through WOM? Viral marketing succeeds when you have a topic that motivates customers to talk and you give them the means to share that conversation. Provide an infrastructure, such as an interactive Web site dedicated to creating a strong online community, and facilitate connections by using a company blog, message board or forums. Or give customers something interesting they can pass along. When you put a special offer in an email, for example, it becomes an easy-to-forward means of building buzz.

In addition to emails, blogs and message boards, some companies are creating special Web sites with everything from online movies to downloadable games that draw customers by the thousands. Try adding an element of fun, mystery or excitement -- with a built-in product or brand message -- and WOM will surely follow.