In a world of overwhelming choice, increasing consumer control, and the loss of efficacy of traditional marketing methodologies, word of mouth recommendations have emerged as the most powerful tool to influence someone to try your product.
According to the 2006 study by GfK Roper Consulting, 70% of consumers across the globe trust friends, family or other people when searching for information or ideas on products to buy.
Yankelovich conducted a survey in which 65% of consumers said they trust friends for product recommendations vs. 27% who trusted “experts.”
And a study by Intelliseek revealed that 88% trust communication from word of mouth recommendations vs. 56% for newspapers and 47% for television and radio.
According to the 2007 Carlson Relationship Builder, "word of mouth has always been important in a customer's purchase decision, but today those recommendations are valued 1.5 times more than in the 1970's and twice as much as information obtained through traditional media."
So how do you get people talking about your brand?
In a word—design.
Psychologist Jerome Bruner of New York University has described studies that show people only remember 10% of what they hear, 20% of what they read, but about 80% of what they see and do.
The internet has allowed the “word of mouth” communication to be instantaneous. The phenomenal popularity of social networking sites is driven in large part by people’s desires to share their experiences with others.
The design of your product and designing the entire experience that surrounds it will cause people to remember you, have a favorable experience, and will motivate them to share that experience willingly with others.
Let design get people talking about your brand.