They need to create campaigns that can help promote their products by words of mouth. In the campaign, ask people to use the product and share their feedback to your other audience, and obviously, you need to provide them a platform for this too. Social Media can be used for a greater working campaign, as it is easier to let people shout about the new products, what they liked in the new product, and they can also share your campaign to their friends.
Moreover, words of mouth influencing will come out too. I remember how I started to shop for branded clothes. When my friends used to share branded products they bought and when talk about how branded clothes are fit well for a little extra cost, I thought to go for a brand. And, one day, I am influenced and started to go for a few selected brands.
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