The Secret Sauce to Your Customers Buzzing About Your Brand

Picture this: you've just devoured the most mouth-watering bobotie at a tucked-away Cape Town café. Or maybe you've discovered a Johannesburg hiking trail with views that'll take your breath away. What do you do next? You grab your phone and shout about it to your friends and family, right? 

That's the magic of word-of-mouth marketing (WOM) – and in South Africa, with our tight-knit communities and deep trust in personal recommendations, it's pure gold.

WOM isn't about forcing a message down people's throats. It's about creating experiences so amazing, so authentically South African, that your customers become your biggest fans. Think of it like a juicy piece of gossip (but the good kind!) – your customer is so stoked about your product or service that they just have to share it with their squad.

And the stats back it up. A whopping 92% of people globally and about 94% of South African consumers trust recommendations from loved ones way more than any fancy ad campaign. That's the power of a friend raving about your brand over a cold one at the braai.

Get with the SA Program: Cultural Influences on Word-of-mouth Marketing 

To tap into this WOM power, you need to speak South African. Here are three cultural secrets to get you started:

• Ubuntu: We're all about community and looking out for each other. If your brand can tap into that spirit of togetherness, you're onto a winner.

• Respect your elders: In South Africa, we look up to our gogos and oupas for wisdom. Get them on your side, and you'll earn major street cred.

• Tell a story, bud: From fireside tales to juicy Klatsch, storytelling is in our blood. Paint a picture with your brand that speaks to the South African experience, and you'll have people hanging off your every word.

Your WOM To-Do List

So, how do you put this into action? Here are some practical tips to get South Africans chatting about your brand:

• Speak the local lingo. Chuck in some South African slang and humour, and don't be afraid to use our diverse languages alongside English. It makes your brand feel like one of us.

• Get social, stay social. We South Africans love our WhatsApp and Facebook. Jump into the conversations, throw in some fun contests, and get your customers to share your content like it's a viral meme.

• Let them know you’ve got them. Partner with local influencers, show up to community events and give back to the places that support you. It's about being real, not just trying to flog your stuff.

So, what makes a brand so lovable that people can't stop raving about it? Wildreams' Favourite Brand Framework has cracked the code:

• Be present. Show up where your people are, whether that's a trendy coffee shop or a bustling taxi rank. Make their day with a surprise and delight that screams "this brand gets me!". For example, a juice brand offers a sample of their refreshing orange juice to climbers who reach the summit of Lion's Head Mountain in Cape Town, this creates a memorable experience, driving home the essence of the brand to every climber after a long and challenging hike.

• Be useful. Give your customers something that solves a problem or just makes life better. Think of those handy little flashlights on keychains – you never knew you needed one until you had it!

• Make it easy. Don't make your customers jump through hoops. Make it a breeze for them to find you, buy from you, and share your awesomeness with their crew.

• Keep it real. No one likes a brand that's full of hot air. Be honest, transparent, and deliver on your promises.

Have a laugh. A bit of humour, a touch of personality – it makes your brand feel like an old bud, not some faceless corporation.

The Brands That Got it Right

Nando's – those cheeky chickens always have us in stitches, tapping into the issues of the day with their spicy humour.

Vodacom – their campaign celebrating our rainbow of languages hit all the right notes, getting South Africans feeling proud and chatty.

Shoprite – who can resist a good bargain? Their clever pricing got everyone from Soweto to Sea Point talking about stretching their rand.

Word-of-mouth marketing isn't a one-size-fits-all game. It's about understanding what makes South Africans tick, respecting our diversity, and speaking to our hearts. Do that, and you'll unleash a buzz around your brand that'll have people lining up around the block.

So, what are you waiting for? Get out there, create some magic, and let the South African people do your marketing for you. With WOM, the only way is up – and with these tips, you've got the secret sauce to make your brand the talk of the town.