Saul Colt on Word of Mouth Marketing

Saul Colt, Head of Magic – Saul!Yorkville Media Centre - July20th, 2010

Clever Presentation Title!

How to earn serious

Word of MouthWith little or no budget

Rogers Communications Inc. Confidential Information – Not For Redistribution2

I was told to remove the first two slides because they were

unnecessary.

Rogers Communications Inc. Confidential Information – Not For Redistribution3

…but that is going to make the third slide harder to

understand…but here goes.

Rogers Communications Inc. Confidential Information – Not For Redistribution4

….and I LOVE women!

4

Rogers Communications Inc. Confidential Information – Not For Redistribution5

So why am I here today?

5

Rogers Communications Inc. Confidential Information – Not For Redistribution66

To explain “How to earn serious

Word of Mouth AttentionWith little or no budget”

Rogers Communications Inc. Confidential Information – Not For Redistribution77

Lessons from Dick Shawn.

Rogers Communications Inc. Confidential Information – Not For Redistribution8

And that is how you too can get on a Digital Board in Times

Square!

8

Rogers Communications Inc. Confidential Information – Not For Redistribution9

There are a lot of ways to create WOM with no

budget….

Rogers Communications Inc. Confidential Information – Not For Redistribution1010

Live the life of your customers. Fight for what they care about

and be an advocate for their voice..

Rogers Communications Inc. Confidential Information – Not For Redistribution1111

…and if that ain’t your thing you could always

just do interesting things.

Rogers Communications Inc. Confidential Information – Not For Redistribution1212

Do interesting things.

(With Barter)

Rogers Communications Inc. Confidential Information – Not For Redistribution1313

Do interesting things.(With Dead Inventory)

Rogers Communications Inc. Confidential Information – Not For Redistribution1414

Do interesting things.

(With Emotions)

Rogers Communications Inc. Confidential Information – Not For Redistribution1515

Do interesting things.

(With Customers)

Rogers Communications Inc. Confidential Information – Not For Redistribution1616

Everything you do with or without a budget

should be about, and includeyour customers.

Rogers Communications Inc. Confidential Information – Not For Redistribution1717

Including your customers is the same as fighting for them.

Rogers Communications Inc. Confidential Information – Not For Redistribution1818

By promoting your customers you are forming a real

connection and with that connection you will empower your customers to talk about your company and indirectly

you have a highly passionate sales force!

Rogers Communications Inc. Confidential Information – Not For Redistribution

The more connected you are with your customers the better you will know what they want, like…

19

Rogers Communications Inc. Confidential Information – Not For Redistribution2020

…the more you will try to not disappoint them.

(with a WOM initiative that is a huge miss)

Rogers Communications Inc. Confidential Information – Not For Redistribution2121

Do Interesting Things

(by keeping your eyes open)

Rogers Communications Inc. Confidential Information – Not For Redistribution22

Opportunities are literally everywhere!

22

•Force people to ask questions? •Make them scratch their heads! •Try 100 things!•Its ok if no one shows up!

Rogers Communications Inc. Confidential Information – Not For Redistribution

These types of activities will help build your brand

and start lots of conversations, and when

it is all said and done those are the only things a competitor can’t steal!

23

Rogers Communications Inc. Confidential Information – Not For Redistribution2424

..so anyone remember that Times Square

Slide?

Rogers Communications Inc. Confidential Information – Not For Redistribution25

And this is how you too can get on a Digital Board in Times

Square!

25

Rogers Communications Inc. Confidential Information – Not For Redistribution26

So…in closing.

26

Rogers Communications Inc. Confidential Information – Not For Redistribution2727

1- Be like Upstack and take a stand on something yourcustomer base (and you) believe to create positive attention with a purpose.

Rogers Communications Inc. Confidential Information – Not For Redistribution2828

2- Barter (beg) like you area virgin on prom night

Rogers Communications Inc. Confidential Information – Not For Redistribution2929

3- Dead Inventory is called Dead for a reason.

Rogers Communications Inc. Confidential Information – Not For Redistribution3030

3-Everything you doshould be about, and

includeyour customers.

Rogers Communications Inc. Confidential Information – Not For Redistribution3131

4- Keep your eyes open for opportunities to use other people’s “stuff” to start

conversations.

Rogers Communications Inc. Confidential Information – Not For Redistribution3232

Lastly…(for real this time)

Rogers Communications Inc. Confidential Information – Not For Redistribution3333

LIVE THE 4 E’s

1.Execute

2.Extraordinary

3.Experiences

4.Everyday

Rogers Communications Inc. Confidential Information – Not For Redistribution3434

…and what exactly am I calling this new way to spread to messages to people with applying a

budget?

Rogers Communications Inc. Confidential Information – Not For Redistribution3535

The Aristocrats!

Rogers Communications Inc. Confidential Information – Not For Redistribution3636

Any Questions?Contact me!

@saulcolt

Cell - 416-219-3259

saulcolt

saulcolt

me@saulcolt.com