The Experience Marketing Application Method In Chinese Market

01, 09, Word of mouth marketing The earliest form was carried out by friends and family, but with the development of the media industry, word of mouth marketing also changed a lot. However, its advantages did not change. The cost was low and the effect was remarkable. Don't belittle the word of mouth, which seems to be primitive in today's Internet multimedia era. Marketing In addition to low cost, the power of communication is absolutely strong, which is not inferior to or even far exceeds the modern advertising media. The main reason is that word of mouth marketing has two unique advantages:

1, multiplying feature: the thickness of an A4 paper after folding 50 times can reach the sun from the earth, and then it is the round-trip distance from the earth to the sun. Similarly, if you send a message to two people, the two people are telling another two people. If the process is carried out for 50 times, the number of users will be astonishing. Even if the process fails to pass 50 times, only 10 or 20 times, the effect of communication will be huge.

2, the positive nature of information: because consumers and businesses are opposed to their positions, businesses have wonderful language and more. Advertisement It has also been greatly discounted in the ears of consumers. Consumers are instinctively defensive and excluded when they receive information from merchants, and the advertising effect is hard to achieve. Word of mouth communication can help consumers eliminate hostile psychology and achieve the best communication effect through special status of relatives or friends.

Speaking of word of mouth marketing, many of our enterprises have misunderstandings in their understanding. Some companies think that making good products and satisfying consumers, so as to establish good reputation, so that consumers pass word of mouth is word of mouth marketing. In fact, manufacturing high quality products and satisfying consumers is only a basic guarantee for successful word of mouth marketing. This is essential, but it is far from enough. As a form of marketing, word of mouth marketing naturally involves many marketing tactics and implementation skills, but many enterprises have another extreme understanding: word of mouth marketing is to create some events and gimmicks to hype, attracting public eye is word of mouth marketing. In fact, these are one-sided cognition and misunderstanding of word of mouth marketing. Word of mouth marketing is not only a marketing tactic, but we should take the word of mouth marketing up to the height of strategy. Because in today's era of information dissemination and communication speed, a word of mouth marketing event is likely to rapidly achieve or destroy an enterprise or a brand. Therefore, we need to introduce word of mouth marketing into the strategic planning of enterprise development, and use strategic thinking and prudent attitude to operate word of mouth marketing.

I believe that, because of China's history, culture and habits, no country in the world is more suitable for word-of-mouth marketing than China. However, because of China's complex culture, ideology and behavior habits, the word of mouth marketing in China is also relatively complicated and difficult. Under the author's own practice, the author summarizes the specific strategies and methods of word-of-mouth marketing in the Chinese market for reference in the operation of word of mouth marketing.

The design of word-of-mouth marketing content

One thing that we want to let others talk about or even spread is that we must have an attractive content and topic. This is especially true for the market behavior that requires large-scale dissemination. Therefore, we must make a careful and scientific design of the content of word of mouth marketing. A successful word of mouth communication should include five elements: borrowing, interest, novelty, controversy and privacy.

1. Borrowing

The characteristic of word of mouth marketing is to make use of all kinds of powerful potential energy to make use of all kinds of powerful potential energy.

A small record company in the United States has been accused of violating the copyright of an industry magnate. The record company found that it was profitable for them to link up with the industry tycoons. So, the industry leader and the industry leaders were publicized and publicized. Despite the two defeat, they persisted in appeals and eventually ended up losing. But the fight between ants and elephants attracted the attention of many people, making an obscure small record company a well-known American company.

When Pepsi Cola was founded, it was blocked by the old beverage giant Coca-Cola. Coca-Cola, with its long history and traditional American culture as its selling point, laughed at the fact that Pepsi Cola was a brand newly born, without history and culture, and compared its "old" and Pepsi's "new" in various ways through advertisements. Indeed, such advertisements make many consumers believe that Coca-Cola is a more authentic coke. Pepsi Cola, as a start-up brand, did not have the strength to refute or fight Coca-Cola through advertising campaigns. They came up with a way to establish Pepsi's brand image with Coca-Cola's "new old theory", so Pepsi Cola launched a new generation of coke, a new generation of choice advertising, to preach the benefits of new coke, and to focus on young people who like to try new things. As a result, Coca-Cola's overwhelming advertising helped Pepsi Cola establish a new generation of cola brand image.

2, interests

In life, we are most concerned about and talked about many topics related to our own interests. For example, people's livelihood has been rated as the most popular topic of discussion in 2008. Therefore, word of mouth marketing must link the content of communication with the target audience directly or indirectly, which is particularly important in the Chinese market. For example, the success of "Super Girls" is to use the propagator, who is the subject of interest, so that it will not only concern itself and participate, but also actively spread and invite friends and relatives to pay attention to and participate in it, resulting in a strong multiplier effect.

A biscuit manufacturing company in the United States launched a large number of free biscuit delivery activities to crush its competitors, while competitors accused it of unfair competition. Because biscuits are related to the interests of consumers, the development of events has aroused widespread concern of consumers. This enterprise has launched the consumer to win sympathy and support, which has been effective. Some people even support the enterprise by way of parade. Although the final presentation was stopped, the visibility and reputation of the company increased significantly, and the sales volume of products increased significantly.

3, novelty

Word of mouth marketing is also called viral marketing. Its core content is the virus that can "infect" the target audience. Events, the strength of the virus body directly affects the effect of marketing communication. In today's era of information explosion and media flooding, consumers have strong immunity to advertisements and even news. Only by creating new word-of-mouth content can we attract public attention and discussion. Zhang Ruimin smashed the fridge incident at that time, which was a hot topic for the public. Haier gained widespread publicity and high praise from it. But then, similar behaviors of other enterprises came out. Almost no one paid more attention to it because everyone was interested in novelty, contingency and the first time, so the content of word of mouth marketing was novelty.

Buying and selling promotions have become commonplace today, and the effect is no longer obvious. But the earliest form of buying and selling has been an unprecedented success. In a small town in England in sixteenth Century, fruit farmers planted a large number of grapes and got a good harvest. As a result, the price of grapes was very low, even if they could not be sold, they were all rotten in the orchard. A landlord thought of a way to buy a batch of apples from the field. Customers can get two apples for each 3 kilograms of grapes. At that time, Apple was a very expensive fruit in the United Kingdom. The town was not expensive because it was not the place where Apple was born, because it was difficult to spanport. The landlord did not do any propaganda, but it triggered the rush of the townspeople. Although the cost of apple is increased, the price is not high due to the direct purchase in the main apple producing area, and the grapes sold with apples are sold at a relatively high price. At the end, they not only short sell all the grapes, but also make a big profit. This is the earliest to buy a gift sale, but in the later, everyone used such a way, consumers are accustomed to, lost the original powerful power, so new, strange is an important factor in the success of word of mouth marketing.

4, controversy:

Controversial topics are easy to cause widespread spread, but disputes often have some negative contents. Enterprises should grasp the scale of disputes when word of mouth is spread, so that disputes can be developed in two positive opinions. In order to attract the public's attention, a company has a strange trick in recruiting: no employee who recruits Xiao's dog has attracted widespread public attention and discussion. Many media have reported it, but the incident has not brought positive benefits to the enterprise. The public has been responsible for the existence of discrimination against people, feudalism and superstition, and so on, which has brought serious negative effects to the enterprise.

Another company, in order to attract media attention and public reputation, held an exhibition to adopt Kirin as a symbol of China and plan to make a mascot for the exhibition. It also attracted public attention. The company encouraged the public to discuss the question: whether China should use dragon as a symbol or unicorn? The company found out a few reasons for the Kirin symbolizing China, many supporters and natural opponents. During the discussion, everyone knew about the exhibition. Finally, Kirin and dragon were presented as mascots at the exhibition.

5, private:

Many of the most widely spread events in the world used to be secret. This is because each of us has interest in exploring private interests, and the more private things we are, the more exciting we are to explore and discuss. A British scholar made an interesting experiment: he told a secret message to two neighbors that a strange bird had produced a huge green eggshell in his own yard in the morning, and told the two neighbors not to talk to others. But in less than an hour, someone was talking about it in the street. In less than second days, everyone in the town of the scholar knew the news.

The secret is like a Pandora's magic box. If you don't deliberately tell others to open it, everyone will try their best to open it. Therefore, the content of privacy is the most effective and interesting way of word-of-mouth marketing. However, when making personal secrets, you should not be confused or give the audience a sense of being fooled.

The way of word of mouth marketing communication

Having made sure that the event of preparation for dissemination can be passed in 3 ways:

Teach orally

At first, when the media was not developed, the way of word of mouth spanmission was word of mouth. So far, it is also the main way of word of mouth marketing. In the spring and Autumn period of China, there was a Zheng's Inn in Qi state. Zheng Er, a shopkeeper, was generous and hospitable. People who met with difficulties always helped, not only those who had no money to stay, but also the cost of their trip, and Zheng Er never paid much attention to how much they earned. The people who helped him and praised his behavior praised the Zhenger and his inn, so that all the other countries knew the inn.

In modern society, the form of oral spanmission is still applicable. A clinic in the United States of America adopted a practice of advertising different from peers in newspapers. Instead, it accepted other poor people who were unwilling to accept medical treatment from other hospitals. Medical expenses were freely paid by patients according to their economic conditions, and even patients had no money to pay for medical expenses. They had the best treatment and services. The only condition of this hospital was that these patients should give four business cards to the Boston people every week, and sincerely recommend and recommend them. At the beginning, the hospital had a lot of poor patients, and the hospital had very little income. But slowly, the rich began to come to fame. Even a lot of celebrities and dignitaries were patronizing. The fame of the hospital was getting bigger and bigger.

If you want to pass the message through word of mouth, the premise is to have good products and services as the basis to satisfy the customers, and adopt some marketing methods mentioned in the above cases, such as the old customers who recommend new customers' consumption, who can get rewards, search for information, take a fast and wide range of people, such as the elderly who are willing to chat with each other, and a wide range of business people, etc. of course, the specific ways need to be determined according to the information spanmitted and the characteristics of the delivery objects.

2. Traditional media communication

A well designed word of mouth marketing can be spread through newspapers, television, radio and other forms to expand the spread of word of mouth marketing. It can spread on its own initiative, and can also create attractive subjects to attract the media to actively spread. For example, a large shopping mall has produced two sets of armor with a height of 2.5 meters or so, and set up a bulletin board in front of the shop: two people who can wear the armour, and those who meet the requirements will be invited to receive the envoys for the reception, with an annual salary of 200 thousand yuan. The news was reported by many media on the first hand, although many participants, but ultimately did not choose the right person, but this raised to a very good publicity effect, only a few hundred pieces of clothing production fee, that is, for hundreds of thousands of Yuan advertising publicity, and the propaganda effect of the news is more than advertising can not match.

3. Internet communication

The reason why the Internet is independent of the media is that the word of mouth marketing of the Internet is different from other traditional media. The network communication has more initiative and the effect is amazing. The same is the dissemination of an event content, in the audience often appear in the forums, BBS, blog release information, and then through the opinion leaders to guide the dissemination, these opinion leaders are the public figures or experts who can influence the target audience. For example, the target audience is the fashion girl, so the influence of some idol stars on them is very great.

When we are doing word of mouth marketing, we'd better forget that we are doing an advertising campaign, but we are circulating a new and interesting story. The good story has a long history, and how to tell the story well depends on the commercial wisdom of the author and the protagonist of the story.