Restaurants and pubs know they live and die by the word of mouth they create from the experiences their customers have with their establishments. Those that get it right build empires from their riches. Unlocking the secret to his success and, perhaps, the building of his empire Justin Hemmes tells us how he created word-of-mouth success for his latest venture. Justin says there are four pillars to building word of mouth:
- Get the product right. Probably the most important part of any word-of-mouth campaign is having something that is worth talking about or creating something that is worth talking about
- Know your audience and make them your advocates. Justin knew his audience was going to be the local people living in the area so he made them his VIPs and targeted them for the launch, not some media VIP launch that might get some column inches but few ongoing sales.
- Use social media to amplify their experience. Justin made time-lapse videos of his fit-out and invited his community to check it out and pass on.
- Finally, make it personal. For Justin this mean having himself and his staff out engaging with the community and bringing the brand to life. I think this means showing that you care that the management of the company cares about their customers and there is no better way to do this than to talk to them, directly.
Justin has lots of great points which could help brands be more innovative about how they build word of mouth. It’s not just restaurants and bars that live or die by word of mouth anymore, but all brands.