What are the ways of corporate word-of-mouth marketing?

The earliest form of word-of-mouth marketing is through the word-of-mouth communication of relatives and friends. Later, with the development of the media industry, word-of-mouth marketing has also undergone great changes, but its advantages have not changed: low cost and remarkable effect. First of all, the communication cost of word-of-mouth marketing is only110, 1/30, 1/50 of the communication cost of media advertising, and there is no cost at all. Successful word-of-mouth marketing adopts the strategy of "small to big", and the effect is far better than other hard advertising communication methods. Because, even if an advertisement broadcasts 100 sentence to persuade consumers to buy, it is not as good as a suggestion from relatives and friends. We trust the opinions of relatives and friends and their experience. Therefore, the most powerful advertising communication often comes from relatives and friends. Don't underestimate word-of-mouth communication, which seems to be a primitive marketing method in today's era. Its advantages are not only low cost, obvious advertising effect, but also very strong communication power, which is no less than modern advertising media. The main reason is that word-of-mouth marketing has multiplication characteristics: the thickness of an A4 piece of paper can reach the sun from the earth after being folded in half for 50 times, and if it is folded in half again, it is the round-trip distance from the earth to the sun. Similarly, if you send a message to two people, if these two people can tell it to two people separately, this process will be carried out 50 times, and the number of people who spread it will be amazing. Even if this process is not transmitted 50 times, only 10 and 20 times, its communication effect is enormous.

When it comes to word-of-mouth marketing, many of our enterprises have misunderstandings. Some enterprises believe that doing a good job will satisfy consumers, thus establishing a good reputation and letting consumers pass it on from mouth to mouth, which is word-of-mouth marketing. In fact, making high-quality goods and satisfying consumers is only the basic guarantee for the success of word-of-mouth marketing; As a marketing form, word-of-mouth marketing naturally includes some marketing tactics and skills, while some enterprises have another extreme understanding: word-of-mouth marketing is to create a gimmick to hype. In fact, these are all one-sided cognition and misunderstanding of word-of-mouth marketing. Word-of-mouth marketing is not only a marketing tactic, but also a strategy, because in today's era of numerous information dissemination channels and extremely fast dissemination, a word-of-mouth marketing event is likely to make a company or brand, and it may also destroy a brand. Therefore, we need to incorporate word-of-mouth marketing into the strategic planning of enterprise development and operate word-of-mouth marketing with strategic thinking and cautious attitude.

Design the communication content of word-of-mouth marketing

If you want others to talk about or even spread something, you must have attractive event content and topics, especially market behaviors that require large-scale communication. Word-of-mouth communication should include five elements: gain, novelty, interest, dispute and privacy;

1, ready to go

Word-of-mouth marketing is characterized by making small efforts and making good use of all kinds of powerful potential energy in operation. We can rely on natural laws, policies and regulations, emergencies, and even the potential energy of powerful competitors. A small American record company was sued for infringing the copyright of an industry giant. The record company found it profitable to get involved with the industry giants, so it went to court with the industry bosses and publicized it. Although he lost the case twice, he still insisted on appealing and ended in failure. However, the confrontation between ants and elephants attracted many people's attention, making an unknown small record company a well-known company in the United States.

Highland apples in the United States are famous all over the country for their sweet and crisp taste, but the local climate is changeable, and the apples are often beaten beyond recognition by hail. It is difficult to sell such apples at a cheap price. Finally, the local businessman came up with an idea to promote it: "Authentic highland apples are all scarred by hail. Without them, they are not authentic highland apples." As a result, highland apples with scars began to sell well, and even some people deliberately carved scars on apples in order to pretend to be highland apples. This is a typical case of using natural potential energy to turn disadvantages into advantages.

2. Benefits

In life, we are most concerned about and talking about all kinds of things related to our own interests. For example, in 2008, people's livelihood was rated as the most talked about topic, which proved this point. Therefore, word-of-mouth marketing must directly or indirectly link the content of communication with the target audience with benefits. For example, the success of Super Girl is to take advantage of the fact that the communicator is the interest subject of the event, so that it not only pays attention to and participates in it, but also actively spreads it and invites relatives and friends to pay attention to and participate in it, which has a strong multiplier effect.

In order to beat its competitors, a biscuit manufacturer in the United States launched a large number of activities to deliver biscuits for free, and competitors accused it of unfair competition, and the industrial and commercial departments intervened in the investigation. Because the gift of cookies is related to the interests of consumers, the development of the incident has aroused widespread concern among consumers. This enterprise has really played a role in mobilizing consumers to get sympathy and support, and some even supported the enterprise in the form of demonstrations. Although the gift-giving activities were finally stopped, the company's popularity and reputation have been significantly improved, and product sales have also been greatly improved.

3. Novel

Word-of-mouth marketing is also called virus marketing, and its core content is the virus-event that can "infect" the target audience. The power of the virus directly affects the effect of marketing communication. In today's era of information explosion and media flooding, consumers are highly immune to advertisements and even news. Only by creating novel word-of-mouth communication content can they attract public attention and discussion. The incident of Zhang Ruimin smashing the refrigerator was a hot topic at that time, so Haier gained a wide spread and a high reputation. However, similar behaviors of other companies were reported later, and almost no one paid attention. Because people are only interested in new, accidental and first-time things. Therefore, the content of word-of-mouth marketing should be novel and strange.

Today, we are used to the form of gift promotion, and the effect is not obvious. But the earliest form of buying gifts has achieved unprecedented success. /kloc-In a small town in England in the 6th century, fruit farmers planted a lot of grapes and got a bumper harvest. Therefore, the price of grapes is very low. Even so, it can't be sold. It's rotten in the orchard. A manor owner thought of a way to buy a batch of apples from other places, and customers can get two apples for every 3 kilograms of grapes. In Britain at that time, apples were very expensive fruits. Because they are not the origin of apples, apples in this town are more expensive. Due to transportation difficulties, apples are hardly seen in the local area. The owner of the manor did not make any publicity, but it triggered a panic buying by the townspeople. Everyone rushed to tell each other and surrounded the manor. Although the gift of apples has increased some costs, the price is not high because it is purchased directly in the main producing areas of apples, and the grapes bundled with apples have been bought at a higher price. In the end, they not only sold all the grapes short, but also made a fortune. This is the earliest gift sale, but later everyone adopted this method, and consumers became accustomed to it and lost their original power. Therefore, novelty and strangeness are important factors for the success of word-of-mouth marketing.

Step 4 argue

Controversial topics are easy to be widely spread, but disputes often contain some negative content. Enterprises should grasp the scale of disputes in word-of-mouth communication, and it is best to let disputes develop in two positive opinions. In order to attract the attention of the public, an enterprise made a strange move in recruitment: it did not recruit employees who were dogs. Sure enough, it has aroused widespread public concern and discussion, and many media have also reported it, but the incident has not brought positive benefits to enterprises. The public blames enterprises for employment discrimination and feudal superstition, which has brought extremely serious negative effects to enterprises.

In order to attract the attention of the media and spread the public's reputation, another company plans to use Kirin as the symbol of China and make it into the mascot of the exhibition, soliciting opinions from the society and attracting the public's attention. The company helps to guide public discussion: Should China use the dragon as a symbol or Kirin? The company found out several reasons why Kirin symbolizes China. There are many supporters, and naturally there are opponents. During the discussion, everyone knew about the exhibition, and finally Kirin.

5. Private secrets

Many of the most popular events in the world used to be secrets, because each of us has an interest in spying on secrets. The more secrets there are, the more we can stimulate our interest in exploration and discussion. An English scholar did an interesting experiment: he mysteriously revealed a message to two neighbors. A strange bird laid a huge green eggshell egg in his yard in the morning and told the two neighbors not to tell anyone, but within an hour, someone in the street was talking about it. The next day, everyone in the town where the scholar was located knew the news. When GOOGLE was founded, in order to promote its registered accounts, it also adopted the strategy of private communication, strictly limiting the number of registered accounts, and only those who received the invitation letter from GOOGLE were eligible to apply for accounts. The news did not spread, but some invitations were sent out in a controlled way, which was very successful. For a while, "Do you have an invitation from Google?" "Do you have a Google account?" Such a topic has become a topic of discussion among American white-collar workers after dinner, and Google has also successfully promoted its registered account. When making secret events, avoid mystifying or giving the audience a feeling of being fooled, which will not pay off.

The choice of word-of-mouth communication channels;

After determining the event to be propagated, it can be propagated in the following three ways:

1, word of mouth

At first, when the media was underdeveloped, word-of-mouth communication was word of mouth. During the Spring and Autumn Period in China, there was A Zheng Inn in Qi State. The owner, Zheng Er, is generous, and people in trouble always help, not only taking in people who can't afford to stay in the inn, but also giving them all their travel expenses. Zheng Er never cared how much money the inn made. People who got his help and appreciated his behavior praised Zheng Er and his inn to everyone, so that all countries knew about the inn at that time, and Zheng's inn naturally flourished. In modern society, the form of word-of-mouth communication is still applicable. A clinic in Boston, USA, adopts the practice of advertising in newspapers, which is different from its peers. It is to accept poor people who are unwilling to be accepted by other hospitals. Medical expenses are freely paid by patients according to their own economic conditions. Even if patients have no money to pay medical expenses, they will get the best treatment and service. The only condition of this hospital is that these patients give their business cards to four people every week and sincerely recommend them. At first, there were many poor patients in this hospital, and the hospital income was very small. But slowly, rich people began to come here, and even many celebrities and politicians from the upper class came to visit. The reputation of hospitals is getting bigger and bigger, which is followed by rolling financial resources.

To achieve this goal, the premise is to have good products and services as the basis for satisfying customers, and at the same time, we should adopt some marketing methods similar to those mentioned in the above cases, such as recommending new customers for consumption, and developing people who are good at spreading information, walking fast and walking widely, such as old people who are willing to get together and chat, salesmen with wide social relations, etc. Of course, the specific way needs to be determined according to the characteristics of the dissemination information and the target audience.

2. Traditional media communication

Spread an elaborate word-of-mouth marketing event through newspapers, television, radio and other forms to expand the spread of word-of-mouth marketing. That is, you can spread it on your own initiative, or you can create attractive themes to attract the media to spread it on your own initiative. For example, a large shopping mall made two sets of armor that can only be worn by people about 2.5 meters tall, and set up a notice board in front of the store: invite two people who can wear armor, and those who meet the requirements will be hired as the welcome messenger of the store, with an annual salary of 200,000. As soon as the news was announced, it was actively reported by many media. Although many people attended, no suitable candidate was selected in the end, but it played an excellent publicity effect. Only a few hundred pieces of clothing production costs have brought hundreds of thousands of dollars of advertising space, and the publicity effect of news is incomparable to advertising.

3. Network communication

The reason why the media form of network is independent is because the word-of-mouth marketing method of network is different from other traditional media. Network communication is more active, and the effect is amazing when used properly. Similarly, an event is the content of communication. Information is published in forums, BBS and blogs where audiences often appear, and then the communication is guided by opinion leaders, who are public figures or experts who can influence the communication target. For example, the target of communication is girls who pursue fashion, so the comments of some idol stars have a great influence on them.

Word of mouth marketing is the spread of a novel and interesting story. As the author and protagonist of this story, enterprises can carry out various forms of exploration and innovation as long as they follow certain rules and skills, and the results are different, because your story depends on you.