Walk into small workshop (16) ---- word-of-mouth marketing

This is a very interesting book. It is unique in selling self-owned services and products for low-cost businesses. After reading this book, I found that the only restriction on promotion is your courage to think. After reading this book, ledi prepares to propose a word-of-mouth marketing solution to solve the breadth of services for children's entertainment venues.

The author of this book begins with a story about the word-of-mouth marketing cases that promote the promotion of his website and promote the renaming of the town. Let's take a moment to see how he made it? The author first came up with this bold idea: to make the name of his website visible on a map of the United States, it is necessary to modify a place name. In addition, you can find the locations associated with the website name, find some alternative locations through the map, and finally select a town. Other similar locations in the town do not have the following features: the population is more than 300 people, and there are not many rural populations in China, which greatly reduces the resistance caused by renaming.

Then the author traveled a long journey and found the mayor, so he had to admire it. Politicians all over the world are a group of very flexible people. Just like the attitude of the ledi small workshop series in the war of mergers and acquisitions, the mayor of the United States is also an open attitude to look at the renaming of the town. The mayor is concerned about whether the renaming promotes employment, has money, and has the opportunity to improve local development. Western politicians are pragmatic, it makes things easier.

The author also expressed his company's attitude: he hoped to put his brand on a map to improve the company's growth. The two sides are open and honest, so we can do things well. After all, the mayor of the United States is not a dictatorship. To change the name, the town must vote for it. Guided by the mayor, the author made contact with influential people to help influential people understand the truth and change their views on Renaming the town, the last promotion in various public places finally completed the renaming transaction.

The transaction details were negotiated by a committee consisting of members of both parties and renamed for a period of one year. The company provided an Economic Development Fund, a new primary computer, and a website for the town, with a total value of over USD.

The company prompted the town name change to be absolutely controversial and novel, attracting media reports and the public's attention. So when the author asked the town name change request, the author was successful, when the final transaction promotion was undoubtedly a icing on the cake, the company was also eye-catching and attracted the attention of the United States. In the first half of its launch, the company sold a good price and the author's reputation case, without a lot of marketing expenses, it creates great value for the company.

From the perspective of commercial negotiation, the author figured out the demands of the other party and eliminated resistance (persuaded influential people), which prompted the negotiation to succeed.

Speaking back to the topic of this book, word-of-mouth marketing is characterized by not spending more money, but by whether your mind is more diligent than others. The purpose of word-of-mouth marketing is to promote your brand to become everyone's brand, to do this, you must make the information you send so convincing, interesting, and fascinating that you want to tell more people.

Why is word-of-mouth marketing advantageous? First, the traditional marketing channel has a high advertisement noise, and everyone is advertising, which leads to a certain degree of zero-sum game. Second, the traditional media has a high cost. Thirdly, the public is cheated too many times by advertising; finally, the technology promotes the rapid spread of word-of-mouth marketing.

Word-of-mouth marketing takes effect from the perspective of human nature because everyone wants to be the focus of attention and interest of others. The current product is based on this consideration. If you can tell us a story, you will have a reason to talk about your product. Of course, this story is not casual.

What are the characteristics of this story? The author provides six buttons to blow off the word of mouth: taboo (sex-related), unusual, bold, novel, funny, compelling, and secret. The author's ability to summarize is really strong, and it is basically based on the network pushing hand.

For example, there will be news reports at a certain time, where women are naked in the subway or somewhere, according to their sexual taboos, Phoenix also posted some news about pornography, sexual violence, and rape in the news column, which attracted the public's attention and captured clicks.

The dating website of the U.S. overweight people touched unusual buttons. The author asked the town to change its name and touched a bold and novel button. The French fries in the text were dressed up in a rough comedy dress, trigger funny keys, such as limited supply of Xiaomi and exclusive creation, trigger secret keys. In fact, Xiaomi does not sell less mobile phones, and the registration method of the Baishi encyclopedia invitation code is similar.

Word-of-mouth marketing needs to work in the fight against traditional thinking.

Shu Lizi's Business Director, invited people to drink a can and a can of Shu Lizi beer every day in the bar, chatting with them, understanding the reasons for drinking Shu Lizi, thus determining the characteristics of Shu Lizi: it is not easy to bloat, so that people can stay in the bar for a longer time. This determines the consumption scenario of Shu Lizi, which is suitable for social scenarios with a large amount of beer. This environment itself helps people talk. The seeds of word-of-mouth are spread in an environment that promotes word-of-mouth. If you want people to talk about your brand, you should try your best to contact people who often talk or where there are frequent conversations. Understanding consumer behavior and one-to-one communication are two very useful skills.

The following is a story about the reputation of two different doctors.

The first doctor does not reject the patient. Even if the patient has no money, the doctor will treat the patient. What the patient needs to pay is word of mouth. For the doctor, if no one is treated or no one is willing to treat the person Well, He is the creator of the miracle. He needs the patient to do two things: 1. Stick to the treatment schedule. 2. Pass the treatment effect to friends, family, and colleagues, and send four business cards to the patient each week.

The doctor's strategy is very "anti-capitalism", but it is not difficult to understand the impact of Internet thinking in the Internet era. Ledi once took a taxi home, and the old Uncle driver handed me his business card, which is also the first taxi business card received by ledi. It seems that the depth of human walking is not related to age, it is because you have a sense of "Word of mouth. You can make big money without making money.

The second doctor, who was born from an amateur magician, made a performance in word-of-mouth marketing. Have a free dinner at a local restaurant. We will take this opportunity to relax and give an interesting speech, which will attract the attention of 100% people and tell everyone about their skills. Pay first and then seek return.

From the perspective of the whole process, there is no free dinner in the world, and people who can really look at their careers from the whole process can succeed in their careers.

Disputes are notable. Currently, popular programs such as "If You Are the One", "do not belong to you", and "good voice" in China all adopt the mode of commentator and host. Previously, Le Jia, a favorite of Le Di, commented on controversial and offensive content by such commentators, it is very challenging for Chinese people to adopt an restrained character. However, the audience is fond of it, and the controversy creates a higher rating. When one thing can be discussed by the public, especially the endless disputes, it can greatly promote the development of the business itself. The business is fair enough. The public has made talks and the enterprises have made eye-catching achievements.

When talking about Program Creation, another method to blow off word of mouth is to increase interaction with the public. The use of text message voting in the second quarter of American Idol greatly increased the operator's performance, giving the masses the power to interact, ensuring the program reputation and rating.

Another example of success through interaction is that some singers will ask the nightclub DJ to propose improvement suggestions for a new song before the new song is released, the DJ who puts forward suggestions and has been adopted may often play this song, thus increasing the recording awareness.

The best way to promote word of mouth is to use the media. The media has two elements of word-of-mouth marketing: Attention and credibility. Media reports are more likely to attract attention than advertisements. Media reports are credible. It can act as a product amplifier. However, media reports also have preferences. The media prefers the following stories:

• Strong/weak comparison
• Unusual or bold novel stories
• Controversial stories
• Celebrity stories
• Already popular news

For opening up the market or opening up the battlefield of word of mouth, ledi summed up the strategy of the Qin Dynasty hitting the world in the past, making it a far-reaching attack. If the remote connection fails, the sub-optimal solution is first found to solve the problem. The key to the reputation creation of medical supplies is that professional athletes cannot touch professional athletes, but it is much easier to find coaches for physical training, in addition, the recommendation and feedback from physical training coaches and physical therapists are consulted to improve products. Similar to the above DJ cases, medical supplies are easy to enter the medical kits of professional athletes. The road to influencing people often works. A website that provides users with Online Appointment data modification charges 250 USD for each consultation. The modifier they hired was the screenwriter of the hot TV drama. Instead of the hot cast actors, they can also win the attention and money. If a small manufacturer wants to hire a popular celebrity as a spokesperson, it is enough to win the attention of the media without having to ask them to serve as a product endorsement and boldly propose and promote this idea. The success stories of word-of-mouth marketing are glamorous, which requires practitioners to have perseverance, patience, and confidence to face adversity. Be wise and resourceful. Bold and surprising ideas are always uncomfortable at some level. If you come up with outstanding ideas, you must be prepared to be uncomfortable. Correct definition of a problem can provide you with directions. If a problem is correctly defined, it will be solved in half. Behind word-of-mouth marketing, we provide amazing and impressive products or services that meet people's expectations and take excellence as the pillar to guard against the destructive power of bad reputation, in order to achieve long-term success.

Walk into small workshop (16) ---- word-of-mouth marketing