June 19, 2007

Play It Again, Sam

I caught the tail-end of the game between local Gaelic Football rivals Dublin and Meath on Sunday and rushed to read all about it in the papers on the following day. Now, this isn't the first time I've caught myself doing this. What is it about reviews that has us turning the pages to see what someone else has to say about our experience?

Earlier today in a meeting with a client who's building a hotel here in Dublin, I was reminded of this and wondered again about the power of review. And not just the review of an expert but any skilful retelling by another of something I've just seen, heard or felt for myself. I think that this replay effect can be used very successfully in building up the story of a new brand, especially in prompting word-of-mouth to move at a quicker rate than usual.

A new business can't always afford to wait for things to move at normal pace and retelling the experience for a happy customer is likely to prompt them to revisit it for themselves as well as giving them something to say if they're inclined to tell someone else about it.

As a brand-owner, you might ask yourself what opportunities there are to review your own brand experiences and whether this is something you might use to good effect in driving word-of-mouth.

*Note for our overseas readers: Irish Gaelic Football teams play to win the All Ireland Championship and receive the Sam Maguire Cup, affectionately known as Sam.

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