But to quote the Commercial Theatre Institute “the only thing that will keep your show going for a long run is word of mouth”. Put simply, word of mouth is when people (consumers) talk about a product of some kind in their everyday life. The important thing with Word of Mouth is that it’s both incredibly difficult to fabricate successfully, and very difficult to quantify. Examples on Broadway of positive word of mouth taking place happen all the time, and in the past two years the power of WOM has been becoming more noticeable. The results of positive word of mouth, therefore, can be relatively simple to see.