What are the three characteristics of word-of-mouth marketing?
1, the credibility is very high. This is one of the best reasons for our word-of-mouth marketing activities. Moreover, because the subject of word-of-mouth communication is neutral, there is almost no interest relationship, which also increases the credibility.
2. Low communication cost. ?
3. It is a group. As the saying goes, birds of a feather flock together. As long as one or several people in a certain group are affected, information will spread at a geometric growth rate immediately. ?
Advantages of word-of-mouth marketing?
1. Tap the advantages of potential customers. A survey shows that a satisfied customer may trigger at least eight potential transactions, at least one of which can be closed; One dissatisfied customer is enough to influence the purchase intention of 25 people. Therefore, the energy and resources invested in old customers have not been wasted, which is equivalent to training excellent salesmen for enterprises.
2. Cultivate and enhance brand influence. Word-of-mouth marketing, when analyzing consumers, will find out the delicate experience of consumers in many ways, find out the viewpoint that has not been discovered and publicized, but can best represent the inner needs of consumers, so as to find the position of its own brand in the hearts of customers. ?
3. Casting customer satisfaction. Customer satisfaction is a relative concept, which is the matching degree between customer expectation and final value. Customer's expectation is related to its cost. The higher the cost, the higher the expectation. The higher the degree of customer participation, the more efforts and the higher the customer satisfaction. ?
Therefore, we have three options to improve customer satisfaction, one is to improve the customer's actual feeling gain value, the other is to reduce the customer's expectation value, and the third is to improve the actual feeling gain value while reducing the customer's expectation value. ?
4. Promotion of new products and services. First of all, we should set the propaganda goal, then find the appropriate information source (the person who can guide the information dissemination channel), then find the method to control the information source, and finally design the information dissemination mode.
5. Help enterprises reduce marketing costs. First, constantly create hot spots of word-of-mouth to implement low-cost marketing; second, implement low-cost word-of-mouth marketing with the help of social public topics; third, implement low-cost marketing with the help of news reports. Dalian Wang Yi Mei Lian network marketing planning company, the first choice of word-of-mouth marketing.
Word of mouth planners should pay attention to the following issues.
1, find out the combination of word-of-mouth marketing and traditional marketing.
2. Seize the opportunity of rapid development of word-of-mouth marketing market. ?
3. Grasp the essence of word-of-mouth marketing communication. ?
4. Summarize the success or failure experience of word-of-mouth marketing. ?
Actively create good word-of-mouth marketing?
1, creating word of mouth with services. First of all, service is a long-term, meticulous and highly contact work. Secondly, service is the key to create a good reputation. ?
2. Create word of mouth with emotion. Consumers not only have functional requirements for products or services, but also care more about the added value of their products and services. ?
3. Create word of mouth with public welfare actions. Public action is easy to establish a good image of corporate brand. ?
4. Create word of mouth with quality. The excellent quality of products or services is the basis of word-of-mouth marketing, that is to say, in word-of-mouth marketing, "emphasizing quality over quality" is an eternal truth. ?
5. Create word of mouth with culture. As marketing guru and philip kotler said in his "Three Stages of Consumer Behavior", when goods are in short supply, consumers pursue quantitative satisfaction; When the quantity of goods is abundant, the consumption behavior enters the second stage, pursuing medium and high quality goods; When the function and quality of goods of different brands are similar, consumers begin to pursue the goods that can best reflect their individuality and value, and enter the stage of perceptual consumption. ?
6. Create word of mouth with events. Create news events through the media to attract media attention. ?
7. Create word of mouth through experience. Through the interaction with the products, personnel and processes of the enterprise, customers are not only more familiar with the products and services of the enterprise, but also more assured of the quality, and will be closer to the enterprise psychologically. ?