How to maximize Word of Mouth

82% of Word of Mouth happens face-to-face.

The other 18% come from interactions over the internet or elsewhere.

Why does this matter?

If you care about maximizing Word of Mouth for your business, work with an industry that regularly meets face-to-face.

For example, dentists:

• They have over a dozen mega-conferences per year, including the Greater New York Dental Meeting, which 9,692 dentists attend

• The American Dental Association, which hosts regular meetings for its 161,000+ members

Questions to ponder:

👉 Does the industry I serve regularly meet in person?

👉 What changes could I make this year to take advantage of face-to-face Word of Mouth?

Frequently Asked Questions

Why does it matter that 82% of word of mouth happens face-to-face?

Because it means most word of mouth isn't happening online, where many agencies focus their efforts. Maximizing word of mouth requires being present where in-person conversations actually happen.

How does choosing a vertical affect access to face-to-face word of mouth?

Some industries regularly gather in person far more than others. Dentists, for example, attend numerous mega-conferences a year, creating recurring opportunities for face-to-face word of mouth that other verticals might not offer as often.

What's an example of an industry with strong in-person gathering habits?

Dentistry, with events like the Greater New York Dental Meeting drawing nearly 9,700 attendees, and the American Dental Association hosting regular meetings for its 161,000+ members.

Why should an agency consider how often its target vertical meets in person?

Because if the goal is maximizing word of mouth, and most of it happens face-to-face, a vertical with frequent in-person gatherings offers more natural opportunities for that word of mouth to actually happen.

What's a practical way to take advantage of this insight?

Looking at whether the served industry regularly meets in person, and if so, considering what changes could increase presence and visibility at those face-to-face gatherings this year.