Some Word of Mouth Statistics that you may not know.

Sure you know about WOM, but do you know about WOMMA?

WOMMA is the Word of Mouth Marketing Association (yep – if it exists, there’s probably an organization to support it – and if there isn’t one, you should probably start one, because there’s probably a conference that you could hold that could make money).

Since WOM is the #1 reason that people buy tickets, WOMMA is an org that I follow and support, ever since I was introduced to them when I spoke on a panel a few years back.

This year’s conference starts tomorrow in Vegas.  I didn’t plan a trip this year since I knew Godspell would have just raised its curtain, but I gotta tell you . . . I thought about hitching a ride on JetBlue today.

But, alas for me, I probably won’t be heading out to Sin City, so I have to make due with a great set of new stats they just released that I thought you all needed to see.  The big takeaway from what you’re about to read is pretty obvious, but I’ll repeat it here anyway:  as consumers we may do a lot of things online, but the offline activity carries even more weight.

Here is a list of a valuable WOM tips from WOMMA.

In America Everyday:

        3.3 billion brand mentions in 2.4 billion brand-related conversations

 9 in 10 word of mouth conversations about brands occur offline

The typical American mentions specific brand names 60 times per week in online and offline    conversations

Like it:

When individuals talk about a given product or service the majority of the conversations are positive. Odds are, if someone’s talking, it’s a good thing.

66% of all brand-related word of mouth conversations are “mostly positive”

8% of brand-related word of mouth conversations are “mostly negative”

The average online review is 4.3 stars out of 5

       Hear it:

Consumers are always interested in hearing about new and interesting products. Before making a purchase, consumers pay attention to what people are saying about it.

The Driving Forces of Purchase Decisions:

        54% word of mouth

        47% information from a website

        42% email send by a friend

        31% online review

The most influential element driving purchase decisions today is WORD OF MOUTH.


Offline: 59% of Americans believe offline (face to face or voice to voice) word of mouth to be highly credible

Online: 49% of Americans believe online word of mouth is highly credible


Service: 55% of consumers recommend a company because of its customer service

Experience: 27% of consumers would pay 15% or more to receive a superior customer experience

WOMM is as important as ever in both physical and digital channels. Despite advancements in technology, traditional brand interactions and conversations continue to be a significant factor in influencing consumers.


So, now that we know that so much of our consumer’s opinions are influence away from the keyboard . . . what can we do about it?  That’s your homework!  I’ve got one idea I’ll pitch tomorrow.  (Oh, and by the way, word of mouth doesn’t just apply to shows . . . word of mouth also applies to genres . . . we’ve got to improve WOM on the entire theater going experience . . . and then get people to shows if we want an audience over the next 100 years.)

To see the pretty version of these stats, click here.

It may be too late for me, but it’s not too late for you. To learn more about WOMMA and to register for this week’s conference, click here.


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P.S. If you’re ready to speed things up but know you need some help, get on a call with my team. They’ll give you an honest assessment of where you are and if you’re ready to go to the next stage. Click here.

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Ken created one of the first Broadway podcasts, recording over 250 episodes over 7 years. It features interviews with A-listers in the theater about how they “made it”, including 2 Pulitzer Prize Winners, 7 Academy Award Winners and 76 Tony Award winners. Notable guests include Pasek & Paul, Kenny Leon, Lynn Ahrens and more.