All hail word of mouth…but give it time and deliver outstandingly

Without doubt, the one lesson I’ve learnt as a marketer, is that the BEST marketing tool of all is sometimes the most elusive – postitive word of mouth.

It takes an excellent product or service, passionate customers – and time.

The St Jerome’s Laneway Festival is a beautiful case-study in word of mouth and buzz. Originally started as a one off party for a bar (St Jeromes) the owner – Jerome of course – knew that all he had to do was create something great…and be prepared to wait. Three years later, you’ve got a national festival, sponsors knocking at your door and still an event that people rave about.

Moral of today’s story – it won’t happen overnight, but be committed to both doing it well and letting it grow – and it WILL happen.