What is word-of-mouth marketing and how to use word-of-mouth marketing promotion

Word-of-mouth marketing refers to the efforts of companies to enable consumers to spread their product information and brand through communication among their friends and family. This type of marketing is characterized by a high success rate and credibility, and this type of marketing, which takes word-of-mouth communication as a way, is called word-of-mouth marketing. Analyzed from the practical level of enterprise marketing, word-of-mouth marketing is a marketing method and process in which enterprises use various effective means to trigger their customers to talk about and exchange information about their products, services, and the overall image of the enterprise, and to motivate customers to introduce and recommend to their neighboring groups.

The implementation of the three steps of the combination of word-of-mouth marketing

1, word-of-mouth marketing first step - drumming

The trend-setters, the mainstream of product consumption, even if they are the first to experience the reliability of the product, superiority of the audience, will be the first time to the surrounding circle of friends to spread the product itself texture, Raw materials and efficacy, or the product enterprise, business 5S system, the feeling of thorough service to tell the side, in order to trigger others to follow to pay attention to a new product, a popular song or a new business.

P&G's Tremor ad campaign has attracted a lot of attention and discussion recently, and we feel that the Tremor ads have done a good job in word-of-mouth marketing, relying on people's encouragement and sensationalism to raise awareness of the product, and that P&G has invested a certain amount of time and effort to realize the low-cost strategy of word-of-mouth marketing.

We are convinced that by encouraging the elite consumer group, combining and expanding word-of-mouth, we can stimulate consumption and make our products very influential. Indeed, like Procter & Gamble, Amway, Wuliangye and so on these brand companies, in word-of-mouth marketing has been working hard, on the one hand, mobilizing all the resources to encourage consumers to buy; on the other hand, the word-of-mouth marketing combo, do everything possible to expand the audience to carry out the "one-on-one", "personalized" combination of word-of-mouth marketing tactics, "one-on-one", "personalized" combination of word-of-mouth marketing tactics. "Combined word-of-mouth marketing tactics to reduce operating costs and expand consumption.

2, word-of-mouth marketing second step - value

Transmission of information is not sincere, word-of-mouth marketing is ineffective, losing the significance of word-of-mouth communication. Any company wishing to realize brand enhancement through word-of-mouth communication must seek to carefully modify its products and improve the concept of sound, efficient service value in order to achieve the best results of word-of-mouth marketing.

When a consumer is first introduced to a new product, the first thing he asks himself is, 'Is this product worth spreading the word about? Valuability is their ticket to a secure foothold in the marketplace, so what they "word-of-mouth" about must be something valuable that they can trust."

When information about a product or the experience of using it is easy to talk about, and the product naturally enters into the conversation after dinner, we consider the product valuable, and therefore easy for word-of-mouth to form.

The dissemination of the product is valuable to the enterprise needs to have a reasonable orientation, so that the market tasters have to focus on the focus and the correct understanding of the product in order to fully express the value of the enterprise's products.

3, word-of-mouth marketing, the third step - return

When consumers through the media, word of mouth to obtain product information and purchase, they want to get the corresponding return, if the profit-making enterprises and institutions to provide products or services so that the audience does feel that value for money, and then smooth, short-term will be the product or service The idea is to promote the product or service to the market and realize the purpose of low-cost profit.

Word-of-mouth marketing techniques

Let every customer praise the "virtues" of their own business, is the dream of business operators. But does word-of-mouth happen by accident, by chance, spontaneously? McKinsey and Company in London management marketing experts Renee Dye (Renee Dye) and her colleagues in the research and analysis of 50 sales cases found that word of mouth advertising to create explosive demand, is by no means accidental and coincidental, but there are several laws to follow. Enterprises can fully anticipate the spread of word-of-mouth advertising by analyzing the interactions and mutual influences among consumers to make it networked, knowledgeable and global, which requires great wisdom from our marketing.

1, the advertisement becomes "catchy"

Not all commodities are suitable for word-of-mouth marketing, and the role of word-of-mouth marketing in different commodities is not the same. According to the analysis of the authoritative research company, from the point of view of the types of products that people are happy to disseminate information, "clothing, shoes and hats" (53.4%), "daily necessities" (46.7%), "household appliances " (39.2%) and "food/drink" (37.1%) became the main product topics people talked about. Further analysis reveals that people of different ages and genders talk about different products: the younger the person, the more often they talk about "clothes, shoes and hats", especially among respondents aged 18-25, who talk about "clothes, shoes and hats" ( 61.7%), "electrical appliances" (39.2%) and "food/drinks" (37.1%) with others. 61.7%), "cell phones/pagers" (50.7%), "cosmetics" (41.5%), "computers" (40.9%), and "audio/video products". Audio-visual products" (38.8%), the degree of information exchange among young people under 25 years old is much higher than that of other age groups; as age increases, "daily necessities", "food", and "housing" are more common. As people get older, "daily necessities", "food" and "housing" gradually become the main products people exchange; "clothing, shoes and hats" (65.3%), "daily necessities" ( 54.8%) and "housing" ( 54.8%) become the main products people exchange. 54.8%) and "cosmetics" (44.2%) are the most popular products for women to talk about, while men often talk about "household appliances" (50.6%), "cell phones/pagers" (45.2%), "mobile phones/pagers" (45.3%), "cell phones" (45.3%) and "pagers" (45.3%). (50.6%), "cell phone/pager" (45.3%), and "housing" (42.0%), while men often talk about "household appliances" (50.6%), "cell phone/pager" (45.3%), and "housing" (42.0%).

Thus, in order to utilize word-of-mouth more effectively, all marketing campaigns should be targeted to those groups that are more willing to spread the word about such products, and within those groups, spread the information that matters most to those groups first. Genet-Day advises marketing experts to pay attention to two criteria: first, the product should have some kind of uniqueness, in terms of appearance, functionality, use, price, etc.; second, the product should have the potential to lend itself to word-of-mouth advertising, by making the advertisements catchy.

2, guiding customers to experiential consumption

In Dell's headquarters every office message board is written on a slogan: "customer experience: grasp it". The so-called customer experience, "it is the sum of customer interaction with the company's products, people and processes". That is, let the customer in the whole process of production and manufacturing, or let the customer to enjoy the fun of consumption, so as to form "to their own price, in their own hope, in their own hope of time, in their own hope of the way, to get what they want," a strong desire to consume, and Dell even believe that "customer experience is the next battlefield of competition. Dell even believes that "customer experience is the next battleground for competition".

Pfizer's "Icoca" does not have much advertising investment, but can be popular in a very short period of time around the world, an important point is to use the customer experience consumption, so that people on this product positive, negative, advantages, disadvantages, etc. of the debate and controversy, and has become the focus of discussion in almost every country, "Icoca", "Icoca", "Icoca", "Icoca", "Icoca", "Icoca", "Icoca" and "Icoca". The "little blue pill", "Ekoka", became a product known all over the world by word of mouth.

The experience of consuming is unforgettable. Because of this, more and more products choose experiential consumption, the use of this ancient and magical marketing method to guide the enterprise in the marketing of more stable, go farther.

3, learn to use the brand to recommend

Let the excellent brand recommended some have not yet established a good reputation of the brand, will receive unexpected results. Mike Jordan and Tiger Woods in Nike product ads frequently appear, so that Nike has become a world famous brand; not coincidentally, in the 23rd Olympic Games, drinking Jianlibao Chinese women's volleyball team gently take the "East China Demon", and then the autumn wind swept away the momentum of the United States women's volleyball team to defeat the United States women's volleyball team, ascending to the throne of the world champion, Jianlibao also became famous.

For a new product, the recommendation of a well-known brand will undoubtedly help to eliminate doubts in the minds of consumers. If a Newtwine product starts to appear on the market, customers need to be convinced that the product does not have an aftertaste and is very safe. The first point is easy to prove, as long as the customer can do a risk-free tasting. But it was more difficult to convince customers of the second point. Nutrex products are safe, a quality trait that can only be verified by long-term use. When Coca-Cola, PepsiCo and other brands launched products containing Nutrex's low sugar content, they invariably backed up their claim that "Nutrex is a safe alternative to sugar," and the word spread.

It is conceivable that if a certain brand of automobile engine, by Mercedes-Benz, Toyota, BMW and other brands jointly recommended that their cars use a certain brand of engine, we can assert that: users around the world will be assured that the use of bold, this brand will be faced with the supply will be in short supply.

4, let the brand and the story of the companion spread

Story is the dissemination of reputation as an effective tool, because their dissemination with emotion. A cross into the new century, Italian shoes "Fareno" quietly landed in the Chinese market, and for the domestic film stars, successful men, political celebrities and other high-end consumer groups love, not only "Fareno" shoes style novelty, fine workmanship, materials, showing the success of self-confidence, honor and dignity. It is not only the novel style, fine workmanship and exquisite materials of "Fareno" shoes, which show the successful, confident and honorable man style, but also a mythological story full of legendary color.

In 1189 A.D., Frederick I, Holy Roman Emperor, and the kings of England and France led the third "crusade" to Jerusalem. Traveled to the vicinity of the Alps, a sudden change in the weather, snow and wind, "crusaders" feet frozen and difficult to walk. In a pinch, the Roman knight FARINO (Fareno) let other people with the leather wrapped in the feet, continue to move forward. 14-15 century, a famous shoe manufacturer in northern Italian cities, to commemorate this anecdote of General Fareno, the production of their own highest-grade leather shoes named "Fareno". The name "Fareno" was then spread.

Beautiful and timeless legends always make your products unforgettable. It is estimated that the popularity of the TV series "The Great Mansion" will surely make the reputation of Tongrentang Pharmacy spread all over China.

5, pay attention to every detail of their

The impact of consumer word of mouth, sometimes not the main body of the product, but some of the less noticeable "parts and components" and so on, such as suit buttons, home appliances, buttons, maintenance services, a sentence, etc., these "insignificant These "insignificant" mistakes, but can cause consumer disgust. More importantly, these resentment, brand enterprises are not easy to hear, it is difficult to quickly and thoroughly improve, often a significant reduction in sales, but do not know where the root cause. According to the conclusion of a survey conducted by a professional market research company, only 4% of dissatisfied customers will raise their complaints to manufacturers, but 80% of dissatisfied customers will talk to their friends and relatives about a particular unpleasant experience.

In the shopping hall of the Merry Company in New York, there is a large information desk. The main function of this information desk is to serve customers who come to the company without making a purchase. If a customer comes to Merrill's and doesn't get what he or she wants to buy, the desk clerk will direct you to another store that carries the item in question. Merry's approach, this is not much, but it is visible and tangible "details", people enjoy, it is also extremely deep memory. Not only to win the trust and admiration of competitors, but also to make customers feel close to the Merry company, always running to the Merry company whenever shopping, the customer name is also increasing, the Merry company is therefore booming business.

6, to provide fast and considerate service

A touching story from Haier:

Fuzhou, a user to the Qingdao headquarters called, I hope that Haier can be sent within half a month to repair his refrigerator. The user could not believe that the maintenance staff arrived at his home the next day, and when he asked, he realized that the maintenance staff had arrived by plane overnight. The user was touched and wrote on the repair order: "I want to tell all the people that I bought a Haier refrigerator." Airplane to repair the refrigerator, from a purely beneficial point of view, the round-trip travel costs and refrigerator selling price difference, a little bit more than worth it; but from the point of view of the corporate image, it can win a good reputation for Haier, can be for the enterprise to attract potential customers.

EMC, a leading company in the U.S. computer industry, believes that once a customer believes in a company, the company must do its best to retain that trust. If the company can prove its determination to be responsible for its customers to the end, the customers will not leave. Therefore, when EMC's storage system problems, EMC will provide customers with two options: one is to get a new set of EMC systems, the other is EMC paid by the customer to specify the purchase of other brands of systems. At that time, some people in the company questioned this for customers to choose to solve the problem of money-losing practices, but the customer thus experienced EMC's commitment to customer responsibility in the end. Because EMC is responsible for the customer's attitude in the end, although the product price is higher than other companies, but EMC many customers still insist on choosing his products. In addition, we can also use the ranking, social welfare activities, limited sales and other forms of brand or product to create a good reputation.

It is worth reminding, win popularity, only need to invest a lot of money, intensive advertising bombardment, can be formed in the short term; and to win the word of mouth, non-transferable to all the basics of the work done in a very detailed, in place and perseverance, only the level of products and services more than the customer's expectations, in order to get their recommendations and publicity, and those who are ahead of their competitors or ingenious services and initiatives. The more consumers will experience the pleasure of enjoying while spreading the word in colorful ways.

One by ten, ten by a hundred, a hundred by a thousand, word-of-mouth marketing is showing its long and eternal charm of the light.