3W Coffee You can learn: How to use 0 advertising fee to build a strong brand

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Hello everyone, I am a Xu. Today I share Word-of-mouth marketing skills, since 3W Coffee was created three years ago today, a penny advertising fee has not been spent, but the internet people basically know 3 W. Pull Hook network now also do very big, tens of thousands of resumes a day delivery volume, but from the establishment to today altogether spent 300,000 of the marketing costs. Our entire user access is based on word-of-mouth approach, so share with you our experience of Word-of-mouth.

How did Word-of-mouth come about?

To first produce word-of-mouth to spread word-of-mouth. Word-of-mouth production has three aspects:

One, the ultimate product or service

You have to focus on a point to the ultimate, the ultimate can have a reputation, so the first must be the ultimate to exceed user expectations. Like the red Meter note mobile phone is very explosive, so big screen, and Samsung's note as large, sell 799, its own super user expectations.

I think that the reason why the net has done a good job in the past few months, 24 hours at the top of the first outbreak point. We will find that, for example, Jingdong Logistics is sent two times a day, orders before nine o'clock in the morning, before four o'clock in the afternoon, so most people are surprised to receive such quick items for the first time, which goes beyond expectations. We thought, looking for a job is the same, casting resumes, may be two weeks before receiving the interview call. So why can't you get a reply as fast as you buy something? Resume before 12 o'clock noon today, will be a reply before 12 o'clock, tell you whether the resume has passed, can get the interview. The resume before 12 o'clock in the evening, the next day 12 o'clock must give you a reply. So the whole word of mouth is very good, users have a great increase.

For example, the electrical business site to do logistics, will do the tracking of logistics, that is, you can real-time view of the items you purchased were sent to where the user felt steadfast. Why do you not know my resume is the HR received, have been HR See, HR is now what kind of psychological state, want to ask me for an interview. We do this in the micro-credit public account on the hook. For example, after you cast your resume, you will be prompted, HR is screening your resume, if the HR think the resume is good, you can directly in the micro-letter about your interview, this time you will be feedback said, HR is about to interview you. These are real-time, the entire feedback, from the delivery resume to receive the interview notice, may only a minute, this will bring surprises, bring Word-of-mouth. Our own employees are all pull the nets themselves recruit, there is a typical case, one night a classmate posted pull hook net position, pull Hook CEO Madelung just haven't slept, is looking at micro-letter, see delivery resume notice, he immediately in the micro-letter to see the resume, think it is good, immediately return information to others, I'll buy you a cup of coffee tomorrow 9:30 A.M.. Two o ' clock in the middle of the night, the classmate micro-letter a minute after receiving a reply that tomorrow 9:30 A.M. about you drink coffee, he thought is the system in play with him, but he was not afraid to call Madelung the night, he endured. The next day early in the morning, he called Madelung, because the micro-letter interview notice under the phone, he said that I received a message last night two o'clock, about me to drink coffee, is your message automatically reply? Then Madelung said no, it was really coffee, he was stunned. Then came to pull the net to work.

Second, surprise, do not follow the common sense of the card

Everyone thinks the Royal Taiji pancake is delicious, but does his taste really go beyond your expectations? I think most people are eating with ultra-high expectations, but no one says it's delicious. If the things themselves do not exceed expectations, it is not the same as everyone in the head, I think it is surprise. People think a lot of pancakes, how to do tall, eat pancakes, drink tofu brain can also think of life, pancakes and thinking life together? This and I usually think differently, once the surprise, there will be some effect, this is the effect of experience.

One app called me to be a Couba, a young team. Because most of the college students can not help playing mobile phones, he has to quit the mobile phone, on the one hand and not quit. So this kind of self abuse mentality is very strong, so they do a I want to be a Couba. Setting features I'm going to be two hours away from my cell phone. Set up after the app put his mobile phone lock, all the program can not open, only to appear this interface, if you try to do other things, he will prompt you, he will despise you, said it is difficult to listen to you. For example, you set the night 12 o'clock to sleep, 12 o'clock will let you sleep, you do not sleep will come out such information, no other button, only I was wrong, do not press "I was wrong" you can't get through. But did you find that he must have gone beyond the experience in function? It's easy to say that his way is not the same as most apps, and most of it is full of respect for the user, but he is abusing you. This is a four-person team of college students, almost no marketing costs, but the user base in the university has been very high penetration rate.

So I think the word of mouth has been summed up is two, the thing itself to do well, the second is if the thing itself is very difficult to do well, do it unexpectedly, and other people think differently.

How to spread the word of mouth?

One, to give users a reason to spread

The first reason is useful to friends, such as pull the net to do a rapid rise in the price of the Raiders, is to tell a person doing the internet, how to do the technology to increase the price, you are to do the product of how to rise, said a lot of skills. So the user will turn this information, because after turning over, feel useful to friends. You see the most forwarded is eight health guidelines, five plants to make you healthy and so on, are a quantitative, as if there is good things, so this is the first one, useful to friends.

The second one, looks very good. For example, many girls would say, went to Paris to buy a bag. Some people say, sitting in the Shangri-La Rooftop Café, feel very lonely. But the highest level is to mobilize emotions, such as an article saying, the father from a year old according to his daughter's photo to 14 years old list up, or talk about how the mother put up with him to raise, or small animals how poor, finally mobilize this person's mood, their own into, see this think of their mother, Think of social love is very moved, this is emotion. Emotional time is irrational, irrational will be more unconstrained to help you forward your information, spread your information, and with a very emotional language, emotional language is the most infected others. If the person you're relaying brings emotions and feelings into it, his friends see something that brings emotion and emotion to the relay, which is a little more diffuse than the dry three healthier messages.

The third, in fact, can create some negative. For example pull the hook net now do things, if the company issued a position, issued a position of less than how much, they do not allow hair, they said you pull the net abnormal, sent more than 3,000 pieces of wages also said too stingy, do not let me send this position, scold us, in fact, we are a publicity, Let's get everybody here. 3,000 of the following salary posts are not allowed to be issued, and the net is a high salary position. Once we are going to vote for a project is to do blind date, because now do the blind date industry is particularly difficult to do, mainly every one of the activities of the beauty of the special many, can not find a man. But don't you think the guy doesn't want to have a girlfriend? It's not that. So let's just say that the goal of a blind date is not to let everyone come, For example, less than 1.6 meters of girls can not enter, each goddess must be three boys interview, not beautiful enough to enter, set strict Karez, this time a girl ran over, we said you are too ugly, we do not let in, this woman is particularly angry, you say I ugly, she will scold you everywhere, see any opportunity to scold you, said I ugly don't let me into. But after that, after all the boys were so full of longing for the Organization, the ugly people were not allowed in, and the organization was too bull.

Second, give users a spread of the scene

To create a spread of Word-of-mouth scene, the thing itself is good, to create scenes for users to let him tell others you are very good. I was a good friend with the CEO of the Great Park network, and once talked about how to do the spread. They do textiles, are formaldehyde-free, pure cotton, so that his users are senior white-collar, mother or girl. The user bought a good, but not the girl initiative in the office to tell others, I bought a lingerie online. There is no reason to say, how to say? For example, the big park to do elevator ads, I asked him why? he said that the standard of advertising in the elevator was that someone had bought his things in the neighborhood. If there is this advertisement in the elevator, give a scene to the person who buys his thing, when he take the elevator, can give the friend around to say, this I bought, also good. When you say this, everyone in the elevator can hear it, that's for a scene.

The second scene is, a girl bought a towel or underwear, how to say in the office? He said that all the goods began to put a two-dimensional code, the box has a two-dimensional code, the user bought something to open the moment, is that he sent his things to the office of other people's scene. So created the office of all the packaging has a two-dimensional code, open to tell others good, and the surrounding people can instantly scan its two-dimensional code, can enter his website to buy things, this is the creation of the scene.

I sum up, the first, the creation of Word-of-mouth, things better, super user expectations, not unexpected.

Communication is the first to be useful to a friend; third, you can create some negative information, negative information to some extent, if only a part of the people, I will sacrifice some other people, strict and some people fight, this part of the people every day scold you become your reputation. Things are good, to create a scene for users to say hello, otherwise he has no reason to say hello, so I share so much.

The core is that, to have fans, the ultimate talent is a brand.

Source: 3w Internet Depth Selection

Author: Xu