Word-of-mouth: The purpose of event marketing

The wheat field Bo his opinion in a recent diary. Topics related to the recent network on the most popular Word-of-mouth marketing. I do not have any comments on these two Daniel's proposition, here, I just write a journal of my understanding of Word-of-mouth marketing.

First of all, I always believe that word-of-mouth and the credibility of people. Although the rumors heard in the bathhouse is very easy to spread, but it is undeniable that the spread of my friends and relatives will make me more mindshare (consciousness share). Interpersonal communication begins with self disclosure (disclosure). I met the person who added me on MSN, my first question is: your name? I think this is the first rule of interpersonal communication. The man sits not change surname, row does not rename, even own name will not disclose, say out words, credibility is limited.

Blog, is a good way to reflect their creditworthiness. Wealink advocating real-name real-name, there are similar to the wonderful. By contrast, I do not really care about BBS http://www.aliyun.com/zixun/aggregation/9215.html "> Word-of-mouth spread." BBS user is only an ID, unless he/she mixed in the BBS for a long time have a certain degree of visibility, otherwise, this ID is difficult to bear the responsibility of Word-of-mouth transmission.

The second point I need to elaborate is that word of mouth spreads into two categories.

One, pure rely on word-of-mouth spread up some kind of popular.

In my past article, the recurring example is the Quirk game. At least I've never seen the standard mass media have an agenda set for this. But the quirks of the game are extremely popular and spread very quickly. Later also derived some of the next blog naming game, but also have a certain epidemic, but not always compared to quirks. The first one to call the Pavilion "listen to the rain porch" is always the most creative person, later, it is a bit trite some. Because, Word-of-mouth to spread, is unusual things.

Eccentricity games are not commercial. So I often cite a second commercial example: the long tail theory. Well, I'm not talking about the theory, it's about the book. According to my textual research, this book has been on the internet before the Chinese version of the uproar, out of the Chinese version, in the short term quickly climbed to the bestseller list. This should be the advance of the "spread of the uproar," the credit. Therefore, I always optimistic about the spread of Word-of-mouth books. The use of blog to carry out books (or other cultural products) marketing, is a good entry point. However, it is not the form of watercress.

Second, the use of mass media agenda set to spread the word of mouth.

In fact, this is event marketing.

In the book "Word-of-mouth Marketing," the author begins by referring to the case: they have an e-commerce site, the domain name is half.com, meaning that you need only half of the money can buy things. In order to promote the site, they actually let a small town in the United States renamed as Half.com!

They didn't spend much money because the town was too obscure. For the local economy, the town is happy to change its name and famous. As a result, the mass media flocked to the event from television broadcasts to newspapers and magazines. And people, also by the mass media this round of the agenda set, began to word of mouth this site: You know, there is a town named half.com!

This is Word-of-mouth marketing, of course, you can call it event marketing. The fundamental logic is: to invent an event, mass media to follow, interpersonal communication spread. In such a logic, it is very, very important: Word-of-mouth marketing (or communication) is an end, not a means.

In my opinion, for the commercial use of Word-of-mouth, it is easier to cut into the second way. Topic advertising is not Word-of-mouth marketing, Word-of-mouth as a tool for marketing, will go astray, and finally put their blog's reputation are smashed into. If I have this blog all day to pick up the topic of advertising, perhaps, there will be a large number of unsubscribe. I'd like to do a little research, but I don't think a blog will be willing to try.

A brand, what it needs is to see people constantly talking about its brand. Just let them talk about it? Or should we use the mass media to discuss it?

So, I always hold the view that blog marketing is not a subversive marketing revolution. Because still need the mass media to intervene. The reason for the existence of the blog is that it can be more rapid and wide network "interpersonal communication." In my eyes, blog, is the network materialization of the "ego."

Keep in mind the fact that it is unlikely (especially positive) for Hong Kong Justices of the peace to express their views directly about a brand, but it is possible to have them publish a view of an event made by a brand. And the latter, be careful, that is the purpose, not the tool.