One of the most influential marketing methods: How to develop Word-of-mouth marketing

First, the online brand and Word-of-mouth

The establishment of enterprise brand is the development of each enterprise must be done at a certain stage, the enterprise's brand needs to rely on the consumer's Word-of-mouth establishment, Word-of-mouth and reputation is around the brand all the broader concept of the connotation. Word-of-mouth for an enterprise is a potential brand value, Word-of-mouth creation value is an indirect factor, word-of-mouth (Word of mouth) originates from the communication, and is widely used in marketing. is Word-of-mouth a marketing method? The answer is yes. Through Word-of-mouth Marketing to the Enterprise brand building will have a great help. And the brand for the enterprise has the following role:

(1) Storage function. Brands can help businesses store reputations and images. "Brand is a process of creating, storing, creating, and storing." ”

(2) The function of safeguarding rights. Through the registration of patents and trademarks, brands can be protected by law to prevent others from damaging the reputation of the brand or illegally stealing the brand.

(3) Value-added function. Brand is an intangible asset of an enterprise, it contains the value, personality, quality and other characteristics can bring important value to the product. Even the same products, labeled with different brands, will also produce a wide range of prices.

(4) Image shaping function. Brand is the cornerstone of corporate image, visibility and reputation, in the product homogeneity of today, for enterprises and products to give personality, culture and many other special significance.

(5) Reduce the cost function. On average, the cost of winning a new customer is 6 times times the cost of maintaining an existing customer, while the brand can effectively reduce the cost of advocacy and new product development by building brand preferences with customers.

Word-of-mouth marketing is called "viral marketing" by insiders because of its influence. Many entrepreneurs will find that products have a good reputation, will produce greater profit value. In foreign countries, there are many marketing staff to their research. Emanual Rosen, an American marketing expert, says that "Word-of-mouth is all about a brand, and it is the total amount of communication between people for something (including products, services, companies, etc.) over time." ”

The so-called Word-of-mouth marketing is made up of producers, a person other than a seller, by way of an express or implied manner, without the processing of a third party, to transmit information about a particular product, brand, manufacturer, seller, any organization or personal information that is capable of associating such an object with a person, so that the person to whom the reference is made may be obtained, A two-way interactive act of communication that affects buying behavior. It can be simply understood as "passing the relevant information about the goods to the purchaser's family by word of mouth, friends and people in the work and life, so as to promote the formation of their purchase decision of a marketing approach, that is, word-of-mouth communication as a way of marketing, can be called Word-of-mouth marketing.

Word-of-mouth marketing is to meet customer demand, to win customer satisfaction and customer loyalty, to obtain positive word-of-mouth, and customers to establish a good relationship, as well as improve the brand image of enterprises as the goal. In order to achieve this goal, enterprises should have a comprehensive and clear strategic deployment before Word-of-mouth marketing. In the formulation of Word-of-mouth marketing strategy objectives and positioning, the impact of customer heterogeneity and risk should be taken into account, taking into account the difference in customer value caused by positive and negative word-of-mouth, taking into account the combination of long-term, medium and short term word-of-mouth marketing strategies, taking into account channel members, opinion leaders, media, competitors, The influence of customer and other factors. Through the exchange with the customer role, to form an executable, controllable, measurable and easily understood by the customer a Word-of-mouth marketing channel.

In addition, the enterprise's reputation is the enterprise's prestige. The emergence of the theme Exchange community, so that enterprises, groups, individuals, and even some things have a space for communication. This has a considerable impact on the positive and negative side of its reputation. Interactive community and search closely combined to accurately grasp the needs of users, so that users can participate in communication, release their own interest in the topic of information and ideas. According to today's Web 2.0 development trend definition, this is a completely user-driven network services, emphasizing the user's independent participation, collaborative creation and sharing, it is precisely because of these characteristics, false to use correctly, can make it become a tool of reputation management.

Through Word-of-mouth marketing, it is beneficial for Internet companies to increase sales, reduce the cost of acquiring new customers, relationship costs and maintenance costs, so as to increase corporate profits. Thus, Word-of-mouth, Word-of-mouth Communication and Word-of-mouth marketing These three concepts have links and differences, can not be equated to use, more can not be changed at will, need to be based on different purposes to use targeted, at the same time need to accurately the Word-of-mouth marketing key customers to effectively identify and strengthen management.

Ii. how to carry out Word-of-mouth marketing

So that every customer can tell their business "virtue" is the business operators dream. But is the formation of word-of-mouth, whether it is purely accidental, entirely a chance, spontaneous occurrence of it? Renee Dye and her colleagues in a study of 50 sales cases found that Word-of-mouth advertising creates explosive demand that is by no means accidental or coincidental but has several rules to follow. Enterprises can fully analyze the interaction between consumers and mutual influence to foresee the spread of Word-of-mouth advertising, so that its network, knowledge-based, globalization, which requires our marketing to pay great wisdom.

1. Turn ads into "catchy"

Not all goods are suitable to do word-of-mouth marketing, Word-of-mouth marketing in different products play the role is not the same. According to the authoritative investigation company analysis, from people are willing to disseminate information of the product categories, "clothing Shoes and Hats" (53.4%), "Daily Necessities" (46.7%), "Home Appliances" (39.2%) and "food/Drink" (37.1%) has become the main topic of the product talk. Further analysis revealed that different ages, people of different genders exchange goods differently: the younger people tend to talk about "clothing and hats", especially among 18~25岁 respondents, "clothing shoes and Hats" (61.7%), "Mobile/Pager" (50.7%), "cosmetics" (41.5%), "Computer" (40.9%), as well as "audiovisual products" (38.8%), the exchange of information among young people under 25 years of age is much higher than that of other ages; with the increase of age, "Daily necessities", "food", and "housing" gradually become the main product of people's exchanges; Clothing Shoes and Hats "(65.3%)," Daily Necessities "(54.8%) and" cosmetics "(44.2%) are women's favorite topic products, while men often talk about" home appliances "(50.6%)," Mobile/Pager "(45.3%), and" housing "(42%) information.

Therefore, in order to make more effective use of word-of-mouth, all marketing campaigns should target those groups that are more willing to disseminate such products, and in these groups, first disseminate the information of interest to those groups. Hot inside? Dai advised marketing experts to pay attention to two standards: first, the product must have a certain uniqueness, appearance, function, use, price and so on; second, the product should have the potential to do word-of-mouth advertising, the ads become catchy.

2. Lead customers to experience consumption

The message board on every office in Dell's corporate headquarters is written with a slogan: "Customer Experience: grasp it." The so-called customer experience, "it is the customer and enterprise products, people and processes of the total interaction." That is, to keep customers in the whole process of manufacturing, or let the customer enjoy the fun of consumption, thus forming a "at their own desired price, in their own hope, in the way they want to get what they want," the strong desire to buy, Dell even considered "customer experience is the next battleground of competition."

Experience-type consumption brings the feeling is profoundly unforgettable. Because of this, more and more products have chosen to experience consumption, the use of this ancient and magical marketing methods to guide enterprises in marketing to go more stable, go farther.

3. Learn to use brands to recommend

Let excellent brands recommend some not yet established a good reputation of the brand, will receive unexpected results. Mike? Jordan and Tag? Mr. Woods has made Nike a world famous brand by appearing frequently in Nike product ads. Coincidentally, at the 23rd Olympic Games, drink Jian Li Bao's Chinese women's volleyball thrashed "Oriental Witch", and to autumn the potential to defeat the United States women's volleyball, boarded the throne of the world championship, Jian Li Bao also with fame.

For a new product, the recommendation of a well-known brand will no doubt help dispel the worries of consumers. If the Newtwey product is just beginning to appear in the market, it needs to convince the customer that the product will not have an aftertaste and is very safe. The 1th is easy to prove, as long as customers do risk-free taste. But to let customers believe that the 2nd is more difficult, Newtwey products are safe, this quality characteristics, only long-term use can be verified. When Coca-Cola, Pepsi and other brands to launch containing Newtwey Low-sugar products, virtually support its saying, "Newtwey is a sugar safety substitute" and thus spread.

It can be imagined that if a brand of car engine by Mercedes-Benz, Toyota, BMW and other brands jointly recommended: "Their car use of the engine is a brand, we can assert: The world's users will be assured that the use of bold, this brand face will be in short supply."

4. Let the brand and the story travel together

Stories are an effective tool for spreading reputations because they are spread with emotion. One step into the new century, Italian leather shoes "Fareno" quietly landed in the Chinese market, and for the domestic film and television stars, successful men, political celebrities and other high-end consumer groups are in love, not just "Fareno" leather shoes fashionable, fine workmanship, exquisite materials, to show success and self-confidence, noble and extraordinary men demeanor, There is also a legendary fairy tale.

In 1189, the Holy Roman Emperor, Philip Barbarossa, and the kings of England and France led the 3rd Crusade to Jerusalem. Near Alpen, Die Mountain, the weather mutated, Blizzard, "crusader" foot frozen feet. Under the feeling of being nasty, the Roman Knight Farino (Fareno) Let others put the leather on their feet and move on. 14~15 century, a famous leather shoe manufacturer in the northern city of Italy, to commemorate this episode of General Fareno, he produced the most high-end leather shoes named "Fareno". The reputation of "Fareno" has spread.

5. Pay attention to every detail of yourself

The impact of consumer Word-of-mouth, sometimes not the main product, but some less eye-catching "parts", such as the button of the suit, home appliances buttons, maintenance services, such as a word, these "insignificant" errors, but can cause consumers disgust. More importantly, these antipathy, brand enterprises are not easy to hear, it is difficult to quickly and thoroughly improve, is often a sharp reduction in sales, but do not know where the root causes. According to a study by a professional market research firm, only 4% of disgruntled customers complain about their vendors, but 80% of disgruntled customers talk about unpleasant experiences with their friends and relatives.

There is a large consulting desk in the shopping hall of the New York company. The main function of this desk is to serve the customers who have not purchased the company. If a customer does not buy the product they want to buy at the company, the desk attendant will guide you to another store that has this kind of merchandise to buy. The company's practice, insignificant, but it is visible, touch the "details", the people relish, and its memory is very profound. Not only to win the trust and admiration of competitors, but also to make customers have a sense of proximity to the company, when shopping always go to the company, and more and more customers, and the company's business is booming.

6. Provide fast and thoughtful service

EMC, the leading company in the American computer industry, believes that once a customer believes in a company, it must try to keep it. If the company proves its commitment to the customer, the customer will not leave. As a result, EMC offers customers two choices when there is a problem with EMC's storage system: one is to get a new set of EMC systems, and the other is to pay by EMC, where customers are assigned to purchase other brands of systems. At the time, the company questioned the way customers choose to solve the loss of the method, but the customer is thus aware of EMC's commitment to customers in the end. Because EMC is responsible for the customer's attitude, although the product price is higher than other companies, many of EMC's customers still insist on choosing his products. In addition, we can also use the rankings, social activities, limited sales and other forms, for the brand or product to create a good reputation.

It is worth reminding that it takes a lot of money to win popularity, intensive advertising bombing, in the short term can be formed, and to win Word-of-mouth, not only to the basic work to do very meticulous, in place and perseverance, and only products and service levels exceed customer expectations, to get their recommendations and publicity, And those who are ahead of competitors or ingenuity of services and initiatives, will allow consumers to experience the enjoyment of happiness, one side of the spread of vivid. Spread, wildfire, Bai Chuan thousands, Word-of-mouth marketing is showing its distant eternal charm of light.

This digest has been published in the "Network Marketing-the road of the network business Success".