Word of mouth, this media vehicle unto itself, becomes even more important for Boomers for two reasons.
First, Boomer women have had a lot more experience in life, with shopping, buying, using and comparing products. So, they have a lot more information to share with their friends.
Second, with retirement approaching, Boomer women will be spending more time with their girlfriends and will have expanded influence on immediate and extended families. Therefore, they will have a lot more opportunities to use their word of mouth. Marketing professionals should care and beware! Word of mouth can be used to spread both good and bad brand experiences around this large network of Boomer women and the many people they influence.
Curves is a brand that really understands the marketing multiplier effect of Boomer women’s word of mouth. Members become Curves’ best advocates when they invite friends to join them. The Buddy Referral program offers members “Bring a Friend” coupons for one week of free workouts, so members can invite friends to give the club a try-and often, members themselves also receive a free month. Individual franchises often personalize this referral program for their members, like in this Facebook post promoting May as Referral Month:
Curves’ phenomenal conversion rate of 80%– 8 out of 10 referrals sign up to join as members-reflects the appeal of the concept and the persuasiveness of the “member ambassadors.”