Word of Mouth (WOM) is a tool that many businesspeople have found to be an effective marketing resource when they want to generate buzz about a product, brand or service. Many companies rely on WOM to raise awareness about a product, build more business through customer referrals or make a video go viral.

Ultimately, the goal of WOM is to provide customers with a product or service that is so fantastic, that they have to tell people in their social circle about it. And with the ever-growing importance of branding and image, it’s no wonder that more and more companies integrate WOM into their business models.

Brooks, an athletic apparel company known for its running shoes and gear, spends less on expensive media strategies and focuses its efforts on word of mouth marketing tactics. The company invests in events where there target audience is likely to be on the lookout for sports-related products. For example, Brooks is the title sponsor for the Rock ‘n’ Roll Marathon series, which host runs across the country. Not only does this garner national attention for the brand, but places running products front and center during running events. In other words, these events are perfect opportunities to talk to others about the product.

Whether your company is looking to integrate WOM, or your current strategy needs to be freshened up, consider the following three strategies to generate great WOM for your business.

1. Going above and beyond: Think about the last time one of your friends told you about an experience they had at a restaurant. Chances are, they told you about their experience because the restaurant went above and beyond in service, food, and atmosphere. The key to generating word of mouth starts with the experience, and if your customers enjoy the experience that you offer, they’ll share that with others.

2. Turning customers into brand advocates: Developing a customer base that includes repeat customers (and even better, lifelong customers) is something that all companies strive for. So make customers feel like you’ve known them forever.  Offer your loyal customers special deals like access to products not yet available to the general market, or gifts for holidays and special occasions. Happy customers are talkative customers, and their words will bring more people to your business.

3. Zigging while everyone is zagging: When it comes to generating buzz around a product or service, think outside the box and provide customers something different and refreshing. Feature new items on the menu. Host in-store entertainment. Sponsor a “secret sale” with deep discounts for loyal customers. Whatever you do, the most important thing is that you offer customers something they can’t help but talk about.

For more tips on generating word of mouth around your business, check out this recent Forbes article on word of mouth and why it works.