Word of Mouth Marketing, One Postcard at a Time

Ever hear of the Hamburger Ranch? No?! You might at some point, but I doubt it will be from an ad or promotion. No, you'll hear about it from someone who's been there.

The World Famous Hamburger Ranch and Pasta Farm is, quite literally, at the top of the hill in Cloverdale, California. It's at the northern end of the northernmost town of Sonoma County in California's wine country.

I remember the place from way back when, before it served best-in-the-county barbeque and drool-evoking burgers of delight. This little gem of a local eatery is also a pretty good guide on how to leverage word of mouth. How do they do it? Here's how...

Step one: Start with fabulous user experience. In this case, truly tasty vittels and a staff of friendly, engaging folk. The food doesn't disappoint, and the people in the place don't, either. They are chatty, witty, and here's what you wouldn't expect... They're intriguing. Stories of childhoods in far away lands spring up. Conversation about pulled pork sandwiches can lead to the secret of good matzo ball soup. So, fabulous user experience.

Step two: Add postcards. Yes, postcards. Mention you enjoyed the food or the experience and a server will hand you a postcard. It's not for you to send to someone else. It's for you to send to the restaurant. From home. Wherever that is. Truly.

Step three: Sit back, and let the talking take effect.

How do these three little steps conspire to positive effect? Well, it's never bad to delight customers, and believe me the Hamburger Ranch excels in this regard. A great user experience is a terrific catalyst of positive word of mouth.

The postcards are turbo boosters. They are walk-away-but-remember-us reminders to customers of just how fun that place at the top of the hill is. And, spurring the immediate reminiscences causes further conversation among folks later, like when bags are unpacked at the end of a trip. "Hey, guess what I found in our luggage? That postcard from the Hamburger Ranch."

Hold it right here for a second, because there may not be another step in the process. Everything could end here, but for the Hamburger Ranchers, it's still good. Think of the luggage unpacking moment as a further brand impression, reinforcing the great customer experience with a fun little memory of it. Memories spur intentions for future purchase occasions. That next trip to Sonoma County for wine tasting might just mean "we better get back to the Ranch on this trip."

But wait, there's more! The postcards are cute, too. They generate talk value with others. They make for great stories. Have you ever been handed a postcard and asked to send it back from home? Aside from subscriptions to magazines, it's a rare occurence. In this case, it feels like sending a gift to a friend. The postcards turn into mini art projects. And what's more, they lead to positive recommendations to friends. The Ranch becomes a destination even for people who are first time visitors to the area.

Further, when you're at the Ranch, chowing down on choice BBQ, you can check out the walls of the place. They are covered with postcards from all corners of the globe, reinforcing the otherwise preposterous notion that yes, sweety, this place is world famous.

It's a simple recipe, yet it yields success. In a small town where restaurants have struggled to survive, the World Famous Hamburger Ranch and Pasta Farm has thrived by building on a great customer experience with a simple, effective plan to grow brand equity and loyalty over time.