Word-of-Mouth, Toyota and Me

I did a bit of word-of-mouth (WOM) marketing yesterday asking my tweet stream for opinions in re my Toyota dilemma — buy my Toyota Highlander off lease, turn it in, buy another Toyota, or purchase a new brand altogether?

Yesterday’s Wall Street Journal pushed me one step closer to the latter. I’m a fiercely brand loyal consumer; yet, all the news of voluntary recalls across the spectrum of Toyota vehicles has me increasingly nervous. In Toyota’s defense, my 2007 vehicle escaped floor mat and brake pedal recall, although the engine did rev while in park in the driveway.

A Twitter pal suggested I look at the Ford Freestyle and Volvo 90. So, I did and was impressed with both from the looks of Web marketing collateral. A family member has suggested the Chevy Traverse.

Then, I read McKinsey Quarterly: The Online Journal April 2010 article, “A New Way to Measure Word-of-Mouth Marketing,” and it got me thinking. Several statements are worth noting:

  • “WOM is the primary factor behind 20 to 25 percent of all purchasing decisions. Its influence is greatest when consumers are buying a product for the first time or when products are relatively expensive.”
  • “Consumers are overloaded and skeptical about traditional company-driven marketing and advertising and increasingly prefer to make purchasing decisions largely independent of what companies tell them.”

For anyone engaged in WOM marketing, Toyota owners (me included) are a classic audience for this channel of communication. I’ve already engaged with reliable sources within social media, and as a blogger, I’m asking for other opinions from readers which I’ll weigh and consider heavily. My trust in Toyota is waning, sadly, which means I’m seeking new information during a lengthy research phase that will influence my purchase.

Was Toyota transparent? No. Did it used to be trustworthy? Yes. Is it now? No. Does it deserve another chance? Not sure, and that’s where WOM comes in to play.

How has WOM affected your purchasing decisions of late? Is this truly a form of viable marketing, or is it just another label for something we consumers have been doing for years? Please, join the conversation!

4 comments
Sara
Sara

If you are a brand loyal customer, how come you switched to Toyota after buying Chevy for 20 years? If you trusted Chevy for 20 years, wouldn't you continue to buy from them? If I were using a product for years I probably wouldn't switch because I know that the product I am using is reliable. If I wanted change then I would go to others and ask them what they think about certain products. I'm not a big makeup person but when I'm at a Mary Kay party I can usually be talked into things, but I ask a lot of questions. If I'm presented with a new eyeshadow, for example, from another company I would ask why it is so much better than Mary Kay eyeshadow.

EFFETTI
EFFETTI

Lest not forget the travails of some auto execs to our nation's capital with open hands to receive funds for the poor jobs done in managing their companies. Ford was not among them.

The point ? The business behind the product, which you aptly point to.

Volvo, is in the process => ( http://bit.ly/c6ElAn ) <= of being sold. Beware, such changes tend to effect / affect product quality for a period.

HTH ( In this case, hold the hot-sauce ;-),
David Bookout

Jayme Soulati
Jayme Soulati

My switch from Chevy had much to do with product quality. I became disappointed with two vehicles in succession in its product line, and that's what prompted the switch. After 20 years, I did not see the quality improving for what I needed.

I agree that asking questions from reliable sources are what help purchase decisions, and that's why word-of-mouth marketing is so powerful.

I appreciate you stopping by, Sara! Thanks for the input.

Jayme Soulati
Jayme Soulati

See, there was a reason I asked for help! So glad you're offering some solid counsel. My decision will only come after a painfully long process. I like the point re Ford, for sure. Thanks, David!