Look around carefully and you will probably see that evangelism marketing seems to be sprouting like snowdrops in March. People recommend services and products to one another all the time. But how do businesses leverage these opportunities?
As in another evangelism marketing experience I recently had, yesterday a friend of mine introduced me to a local acupuncture center. She essentially became a salesperson for the People's Acupuncture Clinic in Amherst, MA—she told me all about their service (multiple times), scheduled an appointment, drove there and back and was even willing to pay for my visit.
It is a funny feeling to recognize such evangelism marketing in your friends. But that is the way friendships work—people who are close to you recommend personalized services and products to make you happy. Yet it is curious to see how businesses take advantages of such word-of-mouth opportunities and build on that human impulse to share positive messages.
Here are three ways in which the People's Acupuncture Clinic nurtured its existent evangelism marketing:
Bring A Person, Get A Free Service
The acupuncture center had a policy according to which each patient could bring a friend and get her/him a free treatment on Fridays. That is what my friend and I did. As an existent visitor to the clinic, she brought me. So the acupuncturist inserted filiform needles in my hands free of charge. It was a pretty relaxing experience, actually!
Pay Extra Attention to The Newcomer
I received twice as much attention from the receptionist and the medical practitioner as my friend did. Probably due to the nature of their work, they explained the procedure in detail and encouraged me to ask questions. Above all, they made me feel welcome and important.
Create a Platform for Conversation
On our way out, the receptionist pointed out to the whiteboard hanging on the wall with a Facebook logo drawn on it. "You should check it out," she said referring to The People's Acupuncture Clinic Facebook fan page. They use this platform to generate dialogue among patients, give healthcare tips and receive genuine recommendations.
So how do other businesses nurture evangelism marketing to create a positive buzz around their brand?
Photo Credit: ben matthews :::