Word Of Mouth Marketing: Make Your Brand Beautiful.

A marketing method that will never quit the stage and will not admit backward. It is a marketing method that does not require high cost input and effective results. It is a marketing action that neither traditional industries nor new economy will refuse. This is word of mouth marketing.

Word of mouth is the most primitive marketing advertisement of human beings.

Before shops and shop names have appeared, they exist in reality.

But in today's advertising campaign, intensive commercial bombing, word of mouth marketing seems to have been forgotten and abandoned by many enterprises, businesses and marketing elites.

The charm of "zero media"

Compared with radio and TV, newspapers and magazines, the cost of word of mouth pmission is the lowest.

And the huge advertising investment, in the advertiser's own words, has 50% of the most successful advertisements wasted.

The increasingly fierce market competition atmosphere has created contemporary rational consumers.

People no longer blindly believe in the sweet words of advertisements, but rationally treat market consumption.

Recently, an authoritative survey company conducted a special investigation on oral dissemination of new products to 4851 residents aged 18-60 years old in ten cities of Beijing, Shanghai, Guangzhou, Chengdu, Wuhan, Nanjing, Xi'an, Shenyang, Zhengzhou and Dalian.

According to the survey, 39.5% of respondents often share with others about the experience of buying and using goods, which is second only to social hot issues (50.7%), children's education problems (44.5%) and common sense (41.1%).

Further analyzing the data, we will find that consumers who frequently exchange experience in "buying and using commodities" will not only introduce "shopping places" (48.7%), "experience of purchasing and selecting commodities" (37.6%), "recommended brand" (37.4%), "exchange price information" (34.8%), "recommended discount sales promotion" (37.8%), "introduction of new product performance" (29.6%), "recommendation of specific products" (18%), or "failure experience or bad feelings of product use" (25.7%).

In the purchase process of air conditioning, health care products, shampoo, houses and other products, consumers with 53%, 49%, 35% and 32% will get information about new products through their friends' introductions, respectively, with 35%, 28%, 15% and 18% customers who trust their friends most.

It is the nature of human pmission of information and the high reliance of people on word of mouth. In the era of knowledge economy in which globalization and economic integration are being integrated in twenty-first Century, interpersonal communication, as the "zero medium" of human beings, still shows its magic marketing power.

One of the magic: exploring potential customers with high success rate.

Experts find that people, for various reasons, are keen to tell others about their experiences or experiences, such as the taste of the restaurant that has just been there, the performance of the new mobile phone, and whether the new home theater is modern.

If experience or experience is positive and positive, they will enthusiastically and actively recommend to others, help enterprises to explore potential customers.

A survey shows that a satisfied customer can trigger 8 potential pactions, of which at least one can be traded; an unsatisfied customer is enough to affect the purchase intention of 25 people.

The word of mouth influence from "users tell users" is evident.

Taking air conditioners as an example, consumers are more concerned about the use effect, after-sales service, price, brand and electricity consumption in the purchase process.

The potential users' information about product usage, after-sales service, price, brand and electricity consumption mainly comes from the first purchase group. The first purchase group's word-of-mouth is the most reliable form of communication for potential users.

Magic two: brand loyalty

Good reputation can win repeat customers, and it is also an important indicator to reflect product and brand loyalty.

Old customers are not only repeat customers, but also advertising activities of enterprises.

According to incomplete statistics, a general company loses at least 20% of its customers every year. The cost of winning a new customer is 6 times that of an old customer, and the loss of an old customer can only be compensated by 10 new customers.

According to the Harvard Business Review, when your customer turnover rate is reduced by 5%, the average customer value can increase by more than 25% to 100%.

Therefore, the number of repeat customers and the rate of customer churn have great influence on the development of enterprises, and also the key to win customer loyalty.

China's shoe king, Jiangsu's Cedar leather shoes, ranks first among the ideal brands and preferred brands of Chinese consumers in 8 consecutive years.

It is this good word-of-mouth that makes it a more than 20 years of operation for the company to cultivate millions of loyal customers who consume millions of leather shoes, and the about 100000 families that consume consumer shoes.

One of the important reasons why the company can tie down the old customers is that its "quality, style, price and service" has a good reputation among consumers.

Brand has two meanings, one is product brand, the other is credit brand.

Product brand is tangible, visible and touches. It is the foundation of brand.

The prestige brand is invisible on the surface, but it is "public praise". It is widely recognized by the society. The reputation of a brand has high "gold content" and it can be pferred.

Magic three: avoid rivals' edge

With the intensification of market competition, there will always be a positive conflict among competitors.

Word of mouth marketing can effectively avoid these face-to-face competitions.

Fuji is the master of this type of interpersonal communication.

From time to time, there is a popular saying in Shanghai: the specious statement of "indoor photography using Kodak and outdoor photography with Fuji" soon went to the whole country.

It is not hard to find that this seemingly plain "saying" not only laid the strength of Fuji's outdoor "big head" market, but also had a profound, long-term and lasting impact on people's consumption habits, and it is very easy to guide consumers to form potential consumer stereotypes.

Skills of word of mouth marketing

It is the dream of business operators to let every customer praise their business virtues.

But the formation of word of mouth, whether it is purely accidental, entirely by chance, spontaneous occurrence?

Renee Dye, a McKinsey Co management and marketing specialist in London, and her colleagues, after studying and analyzing 50 sales cases, found that the explosive demand of word-of-mouth advertising is by no means accidental and coincidental, but there are several rules to follow. Rene De,

Enterprises can predict the spread of word-of-mouth advertising by analyzing the interaction and interaction between consumers, making it networked, knowledgeable and globalized, which requires great wisdom from our marketing.

The advertisement has become "catchy".

Not all commodities are suitable for word of mouth marketing, and word of mouth marketing plays different roles in different commodities.

According to the authoritative survey company, the clothing shoes and hats (53.4%), daily necessities (46.7%), household appliances (39.2%) and "food / drinks" (37.1%) become the product topics that people talk about mainly from the products that people like to disseminate information.

"(61.7%)," mobile phone / pager "(50.7%)," cosmetics "(41.5%)," computer "(40.9%), and" audio-visual products "(38.8%), the information exchange level among young people under the age of 25 is far higher than that of other age groups; with the increase of age," daily use "," food "and" housing "have gradually become the main products of people's communication;" clothing shoes and hats "(65.3%)," general merchandise "(54.8%) and" cosmetics "(44.2%) are women's favorite topics of conversation; while men often talk about" household appliances "(50.6%)," mobile phone / call machine "(50.6%) and" housing ". Further analysis revealed that people of different ages and genders had different communication products: the younger people talked more about" clothing shoes and hats ", especially when they were 18-25 years old, they exchanged" clothing shoes and hats "with others.

Therefore, in order to make more effective use of word of mouth, all marketing activities should aim at those groups who are more willing to disseminate such products. In these groups, the most concerned information of these groups is first disseminated.

In the heat, Dade recommends marketing experts to pay attention to two criteria: first, products must have some unique characteristics, appearance, function, use, price and so on; two, products should have the potential to be suitable for word-of-mouth advertising, so that advertisements will become catchy.

Guide customers to experiential consumption

There is a slogan in the message boards of every office in DELL headquarters: "customer experience: grasp it".

The so-called customer experience, "it is the customer with the enterprise product, personnel and process interaction".

That is to say, customers are placed in the whole process of production, or let customers enjoy the pleasures of consumption, thus forming a strong desire to buy what they want in their own way at their own price, and DELL even thinks that customer experience is the next battleground for competition.

Pfizer's "eco card" does not have much advertising investment, but it can be popular in a short time. The most important point is that people's experience and consumption can help people to talk about and argue about the positive, negative, advantages and disadvantages of this product. It has become the focus of every country's talk.

The experience brought by experiential consumption is deeply unforgettable.

Because of this, more and more products choose experiential consumption, and use this ancient and mysterious marketing way to guide enterprises to walk more smoothly in marketing.

Learn to recommend by brand.

It will surprise you to recommend good brands to other brands that have not yet established a good reputation.

Mike Jordan and Tiger Woods showed up repeatedly in Nike's product advertisements, making Nike a world famous brand. At the twenty-third Olympic Games, the Chinese women's volleyball team, who drank Jianlibao, took the "Oriental magic girl" lightly and swept the leaves of the United States in the autumn wind to defeat the American women's volleyball team and ascend the throne of the world champion, and Jianlibao also became famous.

For a new product, the recommendation of famous brands will undoubtedly help dispel the doubts of consumers.

If Newt Wei products begin to appear in the market, they need to convince customers that the product will not have any aftertaste and is very safe.

The first point is easy to prove, as long as customers are allowed to do risk tasting.

But it is more difficult for customers to believe second points.

Newt Wei products are safe, which can be verified only if they are used for a long time.

When Coca-Cola, Pepsi Cola and other brands launched products containing Newt low sugar, they virtually supported their claim that "Newt Wei is a safe substitute for sugar" has also been widely spread.

It can be envisaged that if a brand of automobile engine is jointly recommended by Mercedes Benz, TOYOTA, BMW and other brands, the engine used by their cars is a brand. We can assert that the users all over the world will use it safely and boldly. This brand will face the shortage of supply.

Let brands and stories go hand in hand.

Stories are effective tools for spreading reputation, because their communication is emotional.

As soon as we enter the new century, Italy leather shoes "law Reno" quietly landed in the Chinese market, and for the domestic movie stars, successful men, politicians celebrities and other high-end high-end products.