The Five Trick Is To Let Word Of Mouth Bloom In The Rural Market.

In China, rural residents account for more than 70% of the total population of the country, and have more than 200 million families with 900 million consumption population.

It has been estimated that if the consumption level of the rural residents in China reaches the middle level of the city, the total consumption will be 2 to 3 times.

But the situation in rural areas is quite different from that in cities, especially in rural areas.

Rural consumers tend to live in a relatively concentrated way, usually in the form of "village", and the relationship between the members of the village is close.

Villagers also interact with each other frequently, which is very different from the "old age and death" of urban residents. The fields and time after meals are the places and time for villagers to exchange and communicate with each other.

When a family buys something good, it will soon be known to other families, but listeners will not buy it immediately. They will go on a field trip and think it is really good to decide to buy it.

After buying home, if they are not satisfied with quality problems, they will generally choose the same brand when they buy it next time.

They are not easy to take risks for unfamiliar products, especially chemical fertilizers, which are related to the products harvested in the coming year.

In general, if the first person in this village uses the benefit, most people in this village will use it.

The influence of such individuals is even greater than that of mass media.

Therefore, in rural areas this special

Then, how can we create good word of mouth in rural market? The author here makes "five strokes":

First, products.

For example, solar water heaters, due to their characteristics of economy, environmental protection and convenience, are now being accepted by China's vast rural areas. Even in some rural areas, it is believed that the purchase of solar water heaters is a sign of improving the quality and quality of life.

The huge market potential has attracted many solar energy water heater enterprises to enter the rural market. The result is very mixed. Not only is the product homogenization serious, but also the terminal promotion competition is fierce.

In this regard, the author believes that the product innovation of solar water heater needs to be combined with the special situation of the rural market.

Such as supports and water tanks take red, rose red, orange and other jubilant colors; if some villages have poor water quality and more scale, then there will be business opportunities for scaling and selling spots on products. If there are more thunder and lightning in some areas, it is easy to cause unsafe accidents, so there are business opportunities to make articles on lightning protection. For example, because of the reasons of housing structure in rural areas, solar water heaters are often stolen.

The two is to rely on the power of "capable people".

No matter where, every village has several authoritative figures recognized by the villagers, that is, the "capable people" in the village, such as cadres in the village, technical experts, rich and capable people, versatile and enthusiastic people who are active in the village affairs.

Among them, rich people are different from ordinary people. Although ordinary villagers are not willing to associate with them, they often regard them as their goal of struggle and compare with them.

Village cadres are generally recognized as authoritative figures. Their actions directly affect the daily life of villagers.

If we can seize these four kinds of "authoritative figures" and be good at using their "example power", we will receive unexpected surprises.

If you want to make these people use your product, you will have a huge advertising effect.

Even if the villagers believe that "able people" use your products, then the average villagers will not have to trust your products.

You can also mobilize these "capable people" to help you sell products and give appropriate "material rewards", which may enhance their interest in recommendation.

If you can move the village head, let you use the village radio station to carry out publicity, the effect will be more obvious.

Three is to create "PR events".

In the rural market,

Yong Ye group has had a "warm and blind four brothers" incident, and received strong social repercussions.

In Chen Zhuang village, San fo Town, Yanshan County, Hebei, Ma Xiufen and her four blind sons live together. Chen Yan Qi, the 57 year old, Chen Yanqi 54 years old, old Chen Yandong 50 years old, and the youngest four Chen Yan will be 47 years old.

The main labor force in the family, the old black cow, was sold by the four brothers in order to raise money to cure the old mother.

When the busy season came, no cattle could do heavy work, but only by manpower. The four brothers were helpless.

At this time, the Yip Group offered a helping hand. Besides the donation, the local Yip workers had several twists and turns and bought two cows for them.

This kind of timely action was passed on to the local authorities and was reported by CCTV.

Since then, the local staff of the Yip Group have been working smoothly.

Every time he goes to a farm store, the owner of the store will pour tea into the water, and the enthusiasm of selling yonie's life element is also improved. It also reflects that the number of ordinary people buying the life element products in the store has obviously increased, and many farmers have asked Yonge group to go to their home to make a model field.

Not only that, but when the staff do the marketing promotion, they listen to the staff of the Yip Group. They shout around and come up with consulting products. They ask about the four brothers' families, and two of them are graduates from Kasetsart University.

The four is to invite farmers.

This is also a way of relying on the ability of "capable people", but the difference is that the "able man" endorsing will become a well-known "Star" in some rural areas.

This kind of star is not an entertainment star far from the TV, but a person who is born around the villagers, whose experience is well known to villagers, and is believable and very real in the hearts of villagers.

Only in this way can the endorsement products be trusted by the villagers.

Moreover, a person who is familiar with TV will soon speak on behalf of a product, which will also create a hot topic in the countryside.

In the tide of car going to the countryside, how to win the hearts of farmers has become a new topic for domestic car dealers.

Compared with many star endorsements, farmers endorsement obviously let SAIC GM Wuling in marketing higher.

At the end of February this year, Fengyi Zhang, a farmer in Henan, joined the film and TV star to become the spokesman for SAIC GM Wuling micro guest.

It is said that after buying a Wuling Mini guest, the Pakistan army has introduced customers to Wuling continuously. As a result, a village has purchased 200 Wuling, which has been even higher than the local dealer's inventory and become a veritable "Wuling village".

According to SAIC GM Wuling data, the proportion of rural users has risen to 80% in Wuling Automobile purchasers. Many Wuling villages have sprung up in many parts of Zhejiang, Shandong and Henan. The number of Wuling mini cars is even more than 80% locally.

Five, we should guard against negative word of mouth.

In the manufacture of word of mouth, the negative word of mouth should be avoided.

Once the negative word of mouth is formed, it will spread quickly, destroy the image of the company, and even damage the long-term interests of the enterprise.

How to do it? First of all, we must return to the fundamentals of the product, that is, increasing the product strength of the product, whether it is functional, raw materials, technology or even concept, which requires new and different ideas, so as to arouse consumer concern, enhance brand awareness, trust and reputation, and prevent the formation of negative word-of-mouth products from the source.

Furthermore, we should provide consumers with the conditions to facilitate complaints so that they can vent their complaints in a timely and slow manner, thereby reducing the negative impact and pressure of complaint barriers on word of mouth.

Finally, the compensation provided by the enterprises to consumers will be negative to positive word of mouth.