word of mouth marketing
(A) choose the marketing path, pay attention to the basic work.
Find out the sufficient reasons why the target consumers want to spend in your hotel, and figure out what specific values and hobbies these consumers have; Determine which specific groups can be the brand advocates you need to focus on: innovative consumers, avant-garde consumers, middle-class consumers who drift with the flow, and backward consumers; Determine several decision-making stages required for the target group to accept the brand: first, find out several stages that prompt consumers to decide on consumption, and what kind of content can prompt them to make a decision; On the basis of the above insights, find the core information that can push consumers to take action; Design and create persuasive and stimulating sources and channels of word-of-mouth communication; Based on this, a marketing scheme of word-of-mouth communication is designed and implemented.
Cultivate consumer leaders and attach importance to the role of "opinion leaders"
The development and spread of any industry cannot be separated from the influence of some consumer leaders. Sometimes, the influence of consumer leaders can promote the development of a brand. Traditional enterprise marketing believes that only those consumers who can consume and may buy products are the target consumers, so enterprises only need to tell these consumers the information of products. But in fact, there is a kind of "experts" among the objects of enterprise communication. They don't necessarily spend money, but they like to comment. Once an enterprise enters their sight, it will become the object of their comments. If you are not careful, it may become a negative teaching material that they take out and preach everywhere. These people are "opinion leaders". Every enterprise faces some opinion leaders in the market. For example, many commentators in the IT industry can rely on a widely circulated article to say that an IT enterprise's business strategy is worthless, which may also make an enterprise famous. Enterprises should pay attention to these opinion leaders, especially those very picky consumers. They are not only good disseminators of opinions, but also decision makers of enterprises. Enterprises should provide enough information to opinion leaders so that they can have an accurate understanding of the enterprise without misinterpretation. If necessary, you can also combine some public relations activities to organize and spread your products and services positively.
(3) Pay attention to every customer who is interested in the enterprise.
Now many enterprises take "customer-oriented" as their own strategy or business philosophy, but in many cases, this orientation is biased in implementation. For example, in order to promote more dishes and services, service personnel often talk endlessly without considering the needs of customers, or make irresponsible remarks about customers who can't make up their minds, or even look on coldly at those who don't look like target customers. These behaviors are the source of people spreading negative information. In the consumer experience, it is easier to remember the lack of performance. The so-called good things don't go out, and bad things spread thousands of miles. It's far beyond people's memory of ten good plays. Therefore, if an enterprise wants to win a good reputation, it must let every customer leave with a smile. Although some customers may not come to spend and buy your things, your performance will make them relish, and they will take the initiative to help you spread your uniqueness and your hospitality. Many times, some customers will be moved by your sincerity and change their minds. Good service is an important factor to form a good reputation. Although many enterprises think it will consume a lot of manpower, which kind of investment is more cost-effective than those advertisements that annoy consumers? Hotels should think more about consumers, consider their feelings and pay more attention to their voices, so as to save a little and earn more.
(D) Take the initiative to create some opportunities for word-of-mouth communication.
What makes people remember and remember you? Why do people automatically recommend you on some occasions? In addition to leaving consumers a pleasant consumption experience, it is very important for enterprises to plant the seeds of word of mouth among consumers, so that people can actively communicate with others and recommend you. These all depend on the value-added services provided by enterprises to consumers, and even some additional things, just like eating. Only things with endless aftertaste can make people remember for a long time.
(e) Credibility is the key to word-of-mouth communication.
Working principle of word-of-mouth marketing:
Frankly disclose the facts you have observed; There is not only good news, but also bad news; Communicate information in a natural and humanized tone; Tolerate criticism; If you do something wrong, you might as well admit it frankly; If you don't know the answer, don't pretend to understand; Never deliberately conceal facts and important information; Admit the existence of competitors and treat them fairly and frankly; Strive to be the credible authority of the industry and products you represent.