Word Of Mouth Manufacturing Strategy

The young Jonah Berger can be considered as a representative of the new generation professor at Walton business school.

With judgement and

For these problems, Jonah has given unique opinions on the basis of research and has practical reference value.

In the interview process of "successful marketing" reporter, Jonah's answer is concise and comprehensive, directly referring to the key points.

When asked if there was a case of brand viral marketing that was more appreciated, Jonah responded decisively, "not in the impression".

Sparse and normal.

Before Jonah Berger, many studies have confirmed that word of mouth is a good way for consumers.

"Fun" is the most common answer.

"No one is willing to talk about boring companies, boring products or advertisements", which is accepted by most people.

Jonah Berger points out that interestingly or not, it is indeed an important factor in stimulating people's interest in products, especially motivating others to tell about this product or service. "This is based on a theory that conversation is a kind of social capital of a certain person", telling others that extraordinary and amazing East West can enhance the impression of outsiders on themselves.

Therefore, under the "fun" principle, it is generally believed that the Hollywood blockbuster is more worth talking about than the cereal. Compared with a soap box, there is no doubt that the various functions of iPhone will be better.

Then, those products that are destined to be very new and interesting to attract people will not have the chance to enhance the effectiveness of word of mouth?

According to Jonah Berger's research, there is another factor beyond the obvious "interesting" principle that determines whether people will talk about a product, which is "accessibility" of products.

Accessibility refers to whether products can often appear in the minds of consumers.

Practice has proved that the easier it is to be in the minds of consumers, the easier it is to get the possibility of being talked about.

For example, what people talk about most often is not all kinds of interesting latest technologies, but rather weather and food. One of the most frequently asked questions is, "where do we go for lunch?"

This means that if products can enhance "accessibility", that is, the probability of being in the minds of consumers, they will get more opportunities to be talked about.

Jonah's proposal is to increase consumers' associations with products by establishing associations between brands and certain scenes.

For example, beer brand Michelob has launched a "weekend is for Michelob" marketing activities, in the minds of people to establish "weekend come" and "drink Michelob beer" link.

Activities improved sales very well, but the failure was that Michelob began to lose money after tasting the sweetness. In addition to the weekend, it later changed its lines to "night belongs to Michelob", and "special days you need a cup of Michelob". Too many connections are not related. At last, people do not know what days to associate with Michelob.

"Think carefully about the consumption environment, and find the place where we can establish related clues to enhance accessibility of products."

Jonah suggested.

Micro-blog's Secret forwarding

According to the study of word marketing company BuzzAgent, 70% of word of mouth communication occurred online, while 30% online.

According to Jonah, word of mouth (or virus) on the Internet follows different rules. A very important difference is that the threshold for offline communication is lower. When friends eat meals and colleagues take taxis, people need various topics to fill the boring time. Few topics are too boring and not worth talking about, but online is different.

For example, the impact of product interesting or not on line word-of-mouth is not high, but the effect of online word-of-mouth is very obvious.

So, we focus on the simple Internet word of mouth, which is one of the most popular topics nowadays: the spread of viruses.

In the Internet environment, what content can form the trend of virus pmission? Why do some videos or micro-blog can trigger thousands of forwarding, while others are silent?

To this end, Jonah and Walton colleagues Katherine L. Milkman studied the dissemination of articles published in the New York Times in three months on the Internet, trying to find out what kind of content is easier to be forwarded and shared.

The study reveals the direct relationship between content induced emotion and communication behavior.

"Our research shows that all the contents that trigger" high-arousal emotion "are more likely to produce the effect of viral pmission.

Jonah told reporters.

The so-called "High-arousal emotion" is corresponding to "High-arousal emotion". The former includes happiness, awe, anxiety, anger, and so on. The latter refers to a more low-key emotional response, such as contentment and sadness.

"No matter positive or negative, as long as it belongs to" high emotional arousal ", it can enhance information pmission.

Besides, the content that contains useful information for people's life and work is also easy to be forwarded, and in comparison, active content is more likely to be pmitted than negative content.

Therefore, Jonah suggests that advertisers should pay attention to the usefulness of the content and the types of people's emotions aroused when designing the network virus.

Is negative word of mouth really harmful?

Many studies have confirmed that negative word of mouth and news can have bad effects on products, such as reducing value assessment and lowering sales volume.

Jonah's research also proves a bit, but he also points out that not all of them are related. The effect of negative word-of-mouth is related to the original popularity of the product.

For a product with a wide reputation, negative word of mouth can hurt product brand and sales volume. There is no doubt about it.

However, for a relatively low reputation product, it can bring unexpected benefits such as increasing purchase preference and enhancing actual sales volume. The reason is that negative word-of-mouth has enhanced the popularity of products.

"Our study has for the first time pointed out the benefits of negative word of mouth."

Jonah said.

However, the popularity of Jonah is not universally known, but it also focuses on the popularity of the product.

For example, a brand that is not well known to the public, negative word of mouth can increase popularity and promote overall sales volume, but for those who already know it, it will still lower the brand image.

Therefore, the same negative comments appeared on Amazon website and New York Times book review column, and the results are different.

Users who log on to Amazon's Web site have a specific understanding of it, so negative comments are more negative for them.

But people read the commentary on a book in the New York Times book review column, often their first contact with the book, so negative reviews can produce positive results.

Perhaps we can finally understand why many films and TV dramas still have a good box office and ratings even though they curse loudly.