SUMMARY: Instead of spending big bucks on traditional media to spread the word, outdoor gear retailer Patagonia relies on its own customers. When you depend on word of mouth for growth, you have to be darn good at eliciting it.
We asked Patagonia's ecommerce Director to detail the seven key steps for growing word of mouth, including:
Learn where your word of mouth (WOM) comes from
Develop ROI models that reflect cross-channel interactions
Refocus communications from the transaction to the relationship
Especially useful for marketers who want to make a stronger brand statement with their site: