I am sure Howard Schultz, CEO of Starbucks Coffee, had people wonder about his business sense when he first started Starbucks. He refused to buy advertising. He knew that if he created a unique coffee experience with outstanding service, people would talk about it. And that is exactly what happened. Word of mouth marketing took Starbucks from a tiny little coffee shop in Seattle to more than 21,000 stores in 65 countries.
Traditional marketing with television commercials, billboards, magazine ads, etc, is a very costly venture and considered to be the dinosaur of today’s marketing strategies. People are being bombarded with advertisements and are skeptical about most claims being presented to them in this form; whereas, with word of mouth marketing people are hearing results from trusted friends and family removing doubt and skepticism.
So the questions should actually be, “if the product is so darn good, why use traditional marketing?”