An Important Lesson in Marketing from a Malfunctioning Sump Pump

Posted by Chris Bass on Feb 21, 2014 11:17:00 AM

Word-of-mouth, as it rolls of the tongue it feels cliché. I mean, that’s old school brother. Who really grows membership through word-of-mouth?  Yet, we have more opportunity to share our words with our family, friends, acquaintances and even strangers than ever before. 

Words are powerful even when cascaded in 140 characters through twitter, just ask double rainbow guy. How did he become so popular? According to CNN two words: Jimmy Kimmel.  On July 4, 2010 Kimmel tweeted the video to his followers and BOOM - 4.8 million views 12 days later. Today it boasts more than 39 million views and it has become a pop culture icon.

So, what does double rainbow have to do with growing your membership?

First and foremost it’s an example of how quickly word can spread these days. Imagine harnessing the power of your best members to grow your organization. Think what it would be like if your best members would recommend your organization to all of their friends and acquaintances. Your organization would likely experience membership growth like never before.

The question now becomes, how do you make this growth happen?

It comes down to two words: Delightful Experience. The good news for you and your association is that crafting a delightful experience might be easier than you think, and a delightful experience can move a member to tell their friends about your organization. In fact, just today I experienced customer delight.

Last night the sump pump that keeps our basement dry went out. Worst part, it’s a year and two months old. Thankfully we have a back-up. So today I made the dreaded call to the customer support line and explained what happened. Without missing a beat the representative on the phone told me he was sending me a new pump at no cost and he said these words, “We stand behind our product.”

So here I am writing to you through this blog about the Baraccuda Sump Pump. I’m delighted and I’m telling you about it. What are you doing to give your members good reasons to tell their friends about your organization? Transparency and integrity go a long way in today’s digitally social world. Don’t let this opportunity pass you by. If you delight them, more will come. 


Topics: Association Marketing