Affordable Herbal Network Community Word-of-mouth Marketing case

Market research firm Jupiter Survey data show that 77% of Internet users will refer to other people on the Internet before the product evaluation, more than 90% of the big companies believe that user referrals and Internet users ' opinions are important in determining the determinants of the user's purchase. With the rise of social network power, the user in the network community active participation, replication and dissemination, Word-of-mouth is like a snowball, in the internet this piece of information unicom on the mainland, the greater the roll. Whether you are a consumer or a business, you may be able to influence others through your voice (Word-of-mouth). Enterprises that are good at making use of the changing socialization new media will get the opportunity to spread in the future, realize precision marketing at low cost, and pay a great price for ignoring the existence of enterprises.





and you share the previous period of contact marketing case:





Affordable Herbal Medicine is a domestic natural herbal cosmetics brand, its products into market-oriented operation time is relatively short, the market awareness of the lower. Although the product has a good quality and reputation, but for the brand to understand relatively few consumers. Affordable Materia Medica headquarters in Shanghai, the company survey data show that affordable herbal products in Shanghai, the reputation of 70 points, and visibility is only 30 points, which is related to the development of the overall strategy in recent years, the market investment is relatively small, will be more important resources and funds into product development and sales channels. In the limited market investment situation, how can the development of the current stage to produce the best marketing results, through a variety of consultation and communication, affordable herbal medicine adopted the network Community Word-of-mouth marketing strategy, with the help of Internet community marketing New media, to meet the Precision Group Psychology Marketing Strategy, the use of network rapid transmission characteristics, Realize the wide spread effect of low cost.





Affordable Materia Medica selected only as the core communication carrier, to only the Iraqi community as the Marketing Communication Center, integration of Zhejiang local community and offline University resources, realize the line under the interactive integrated marketing.





on the net:





Www.weyii.com is one of the emerging cosmetics brand Word-of-mouth community, the community to brand clubs, trial talent, the collection of cosmetics brand consumers, fans and opinion leaders, the user population of young people mainly, the age layer in the majority between 20-30, Brand consumption habits are not stable, there is a greater enthusiasm to try fresh brand, fresh products, so the Yi community has also formed a unique "little white rat" atmosphere.





Affordable Herbal medicine is a young brand in the field of cosmetics, its market price is also very suitable for young groups, only the Iraqi community users and affordable herbal positioning of the match, which for the final marketing effect laid a solid foundation.





the whole marketing process is broadly divided into:





first link for the Free Application brand trial outfit. Take advantage of the interests of consumers and the curiosity of novelty, for the brand hype, attract attention, gather popularity. In fact, for female consumers, the temptation to apply for new product trials is still relatively large, the most important thing is that they will find a brand may exist around them, but they have never been in the store to try, there are many psychological factors. The internet has achieved a lot of fresh attempts at the same time they will pay attention to this brand in the process, and understand other consumers of the brand's Word-of-mouth evaluation, the process of intangible makes the brand has been a great deal of attention to seize the audience's attention, in fact, has been a part of the success.





the second link is to collect the applicant's data (including: real name, gender, address, mailbox, telephone, QQ, brand consumption habits and other information), and to the brand feedback for data mining. The process of appropriate herbal materials fully utilized the resources of the data, for these potential consumers to carry out telemarketing, and for each potential consumer mailing the appropriate herbal Medicine member magazine, a lot of user feedback appropriate service is very intimate, so that consumers to affordable herbal medicine this unfamiliar brand has a favorable impression. In "The principle of reciprocity" mentioned in "influence", the grantor is willing to return without prejudice to his own interests, which is why Japanese DHC can become the first cosmetics brand in Japan through communication marketing in a few short years.





the third link for Network integration Marketing communication. Only Iraq united domestic well-known community sites, do joint promotion, activities have a richer transmission vector, a broader range of communication, and quickly enhance the brand in the network visibility and influence. This process line has the cross interaction relations, including the University crowd's coverage, the short message platform's accurate marketing, all has played the extremely promotion function for the entire event dissemination surface.


　　


The fourth step is to share a trial experience with the user. With prizes as bait, to attract trial users to share the product experience, to guide the consumer's positive word-of-mouth, to achieve the promotion of products in the network to promote the visibility and reputation of a certain degree of improvement effect. Because the Iraqi community has a stable and active user base, the user received the trial installed quickly began to trial experience, and they are very willing to share the trial process, this and community atmosphere, temperament has a lot of relationship. Because there are high quality people and a certain atmosphere, of course, there are prizes for bait, the quality of trial reviews is very high, more than 90% of the comments are more than 500 words, which in the cosmetics review site, the community is a rare thing. Because of the high quality of the comments, the product of Word-of-mouth also has a full dissemination of significance. Affordable herbal introduction of the eye-free film products, just in the period of the market, through Baidu and Google search related comments, basically all back to the Iraqi community, because the user here is the first wave of trial users, and this product can find dozens of of high-quality comments, suitable for other products can be found on the dozens. For an emerging brand, the Iraqi community may be the most concentrated in a large number of Word-of-mouth reviews, through the Internet replication spread effect, Word-of-mouth gradually spread.





Fifth link for the trial talent Blogmedia recommended. Trial Talent Blog currently has more than 1700 network subscriptions, has a loyal readership, in the field of network trial has a high visibility and influence, we will be in the end stage of activities, the focus of the recommended activities during the excellent user comments for the brand network spread the perfect period.





the entire marketing event end statistic data:





1. 400 copies (national) of 1600 (university channel)





2. Total access to 4,305 valid network application user data (user information includes: name, sex, age, skin, telephone, mailbox, QQ, address, mobile phone, consumption habits, etc.)





3. Activity Page view total 111,055 times, user reply number 1745





4. Joint promotion of access to total 59,633 times, users reply to the number of 749





5. Trial comments Total 115, illustrated, more than 90% of the comments are in more than 500 words





1000 words above trial Comment: 22


500-1000 words Trial comments: 102


200-500 Words Trial review: 11


200 words following trial comment: no





6. As a result of activities, the theme of the appropriate herbal plate added 228, reply to add 6,146, of which the quality of the comments increased nearly 168, the cumulative browse up to 202,255 times





7. Event Activity Network reproduced as many as 665 times, because the number of comments is too much, has not yet been statistics reprinted.





8. Activities of the network direct transmission of more than 200,000 of the audience (indirect transmission of more than 4 million), offline coverage of 100,000 people.





from the activity data, this event marketing can be said to be a very successful network Word-of-mouth marketing case, the reason can achieve this effect, I think there are the following aspects:





1. The brand and the carrier crowd's height match





Young brands and young consumer groups, consumers are willing to try fresh, and active in the online community, willing to share their trial feelings, which is the most important reason for success. If a brand such as Lancome, Lauder, this model is difficult to succeed, the use of these two brands of the crowd is rich but time is limited, will not write such comments, the same group of people also rarely try a domestic and not well-known brand.





2. Consumer's mutual benefit psychology and interest drive





Chinese proverb: "Eat people Zuiruan, take hands short", the principle of reciprocity in daily life everywhere, the user has been "Grace Hui", and also feel that the effect is very good, she will be a certain way to return, this is in the field of direct marketing strategy, if you know the history of Amway, their success in psychology. Affordable product reputation is quite high, and the trial of the products are mostly affordable herbal star products, so imagine the consumer after the experience, a lot of people to share the trial review of herbal medicine, many people in the local ultra to buy, and even some people through the telephone counseling how to buy, how to join affordable herbal medicine. Of course, I think because the benefits of the prize drive is also a very important reason, but only for the prize, the user motivation is not pure, said not from the real feelings, its content is difficult to have high quality assurance, so the interests of the driver can not be placed in the primary impetus to do.





3. The aggregation and continuous effect of Word-of-mouth





I believe that after this transmission, affordable herbal Word-of-mouth will grow rapidly on the network, on the one hand is the activity of the drive, on the other hand is because the Yi community affordable Herbal plate gathered an affordable herbal praise, so that the topic will continue to accumulate, and will not be like the general activities, after finishing, The topic is as fragmented as it can be, not to mention how it spreads. Also because of this activity, only Yi community of affordable herbal plate has become the domestic civil discussion affordable herbal hottest community.





4. Implementation
during propagation




If you say only one activity on a website, then the good effect is limited to the site itself. Affordable herbal This thing marketing process, in the communication channel is a three-dimensional composite, through the network of Community integration, and also wired under the university crowd coverage, as well as the precise positioning of the message platform, are reflected in the marketing process of higher executive power, so the entire marketing process can achieve a broader spread.





Affordable Herbal Community word-of-mouth communication events can be said to be a relatively successful marketing case, however, there are still many deficiencies in the process, only the size of the network itself and the spread of the area there is a big gap, the user group's reputation has not reached enough to enlarge the degree; Opinion Leader's role is not so obvious, On the one hand, the product structure is not very good to promote this matter, on the other hand, the formation of influential grassroots opinion leaders have many factors, not external forces can be constrained.





　　Community Word-of-mouth Marketing is still in the ascendant, I believe that the future will appear more network new media, through their own characteristics of the crowd to achieve accurate word-of-mouth transmission. Now there are more and more brands are willing to try the network of new media marketing, the future of this industry will have more space to be excavated.