‘Word of Mouth’ Advertising built El Cholo’s Restaurant!
If you research the term ‘word of mouth’, you will find a potpourri of subcategories to help define the strategy of advertising. Check out Wikipedia and they refer to some of these categories: “including buzz, blog, viral, grassroots, cause, influencer and social media marketing, as well as ambassador programs, work with consumer-generated media”.
Obviously, this is a way to influence consumers indirectly by influencing others who influence them. Although this can be negative, it isn’t always so. Knowing what is ‘on the street’ about your product or service can help shape, develop or redirect your message.
There is even an organization called the Word of Mouth Association.
This is no small practice, in an article in the Washington Post: “Commercial Alert also singled out Tremor, a marketing division of Procter & Gamble, which has assembled a volunteer force of 250,000 teenagers to promote the company’s products to friends and relatives.”
So the challenge for all of us in analyzing or developing our message is to determine whether or not the source is authentic, believable and convincing.
When it comes to restaurants, I look for references from people who share my tastes. It doesn’t hurt that el Cholo’s has been around since 1923 and I that am the fourth generation to frequent this particularly wondrous culinary experience. Besides, it is also a great SC Trojan hangout.
So, when in Los Angeles, dine at El Cholo’s Mexican Restaurant where the quality is high, the prices are low and the service is ‘magnifico!’