Word Of Mouth Marketing Brings More Market Share.

In October 23rd, word of mouth was objective, but word of mouth communication was subjective, and word of mouth itself was rather lazy. But communicators could make word-of-mouth communication passive and active. Marketing Personnel can set up a good guard function and play a reputation effect. In the mode of communication, word of mouth is the medium of communication, and the effect of word of mouth depends on the quality, intention, intermediate influence and the degree of acceptance and feedback of the word-of-mouth carrier.

The premise of word of mouth communication is quality

A person's personality determines the charm of a person, and the charm of such a brilliant ray will be magnified, so that this person will go everywhere to win acclaim. I have met a colleague like this before, and I am a direct leader. "Cai is good, Cai is very good." Not only do I say he is good, but everyone says he is good. This is not exaggerated, because the quality of this person is indeed good. He can maximize his consideration for the boss, think of his employees, find a balance in this contradiction, and make his boss and employees satisfied, so naturally he can win a good reputation among his colleagues.

Word of mouth marketing is also true. First, contact can be evaluated, and the process of contact is the process of customer experience. Customer experience may be products, perhaps services, and all these things are done. When the experienced person has a good feeling and is satisfied with the outcome of the experience, he will help you do word of mouth. However, some enterprises do not see this point. They have not done well in quality, and blindly spread word of mouth. In some private hospitals, the "surgery incident" which is increasingly exposed to globrand.com is a typical example of the negative effects of word of mouth. These hospitals are playing the banner of allowing patients to have a free medical examination, but they are not doing well in the quality of medical treatment.

The purpose of word of mouth communication needs to be clear.

The intention of word-of-mouth communicators should be clear. Otherwise, it will not only create a good reputation effect, but will attract word-of-mouth negative effects. Because of the objectivity and laziness of word of mouth, it is necessary for the communicator to push the word of mouth, set up the gateway, and let word of mouth spread down this gateway, rather than let it drill into other channels, because the destination of other channels may be the final negative effect of word of mouth.

When setting up a word of mouth marketing event, we should first determine the purpose of communication. Marketing What can be gained from the experience in communication? Only then can we have enough persuasion to enable these pioneers to spread this marketing event. In view of the current "operation incident" in private hospitals, I believe that the goal of marketers is to directly consume at once, how many people they can come to, how many people can operate, and how much profit they can get from these operations. Instead of thinking that the physical examination marketing is to achieve the goal of word of mouth transmission by making patients experience the advantages of service, price, environment or other hospitals, and ultimately form the two consumption and consumption. Therefore, the deviation of the target will inevitably lead to the emergence of "marketing accident".

Mobilizing the awareness of initiative communication is the key.

In the process of word of mouth marketing, both the communicator and the receiver are audience. How to mobilize the awareness of initiative communication is the key to the spread of word of mouth marketing. The process of mobilizing is the process of word-of-mouth promotion, but the problem is coming again. How to create a communication point and how to let a few of the first experience people be willing to spread it for you is also a problem. This takes into account the psychological characteristics of the same audience as the audience, that is, from the perspective of this group of people, think: what do I want to spread for you, what can I do for you, what benefits I can bring to me, and so on, and so on. Therefore, this communication point is the process of customer experience, which requires sufficient persuasiveness and even exceeds the expectations of customers.

In private hospitals, in fact, free physical examination is a good marketing point for word-of-mouth communication, but many marketing staff distort and distort it. Speaking from the current internal and external environment, the service advantages of private hospitals have gone far beyond public hospitals: without queuing, appointments can be made, and the process of medical treatment by one person and one person has ensured the privacy of patients, guided doctors to accompany the whole world brand network. As a private hospital with enterprise vision, it is immeasurable to make use of this experiential marketing service to do the marketing function of word-of-mouth.

The dual identity of opinion leaders in word of mouth communication

In communication studies, opinion leaders refer to "activists" who often provide information for others while exerting influence on others in interpersonal communication networks. They play an important intermediary or filtering role in the process of mass communication, and they spread information to the audience to form the two level dissemination of information transmission.

Similarly, such crowds are also indispensable in word of mouth communication. We have included some of the leaders of opinion leaders in the preceding experience mentioned above. But one thing to note is that opinion leaders are both receivers and word-of-mouth communicators. Their expectations for products are the same as those of other ordinary audiences. The information they get in the process of experience satisfies psychology and interests share common tendencies. Therefore, let the opinion leaders participate in word of mouth communication must meet or even higher than their service commitments, so as to enable this group of people to actively influence other audiences, and ultimately achieve the purpose of word of mouth.