Word of mouth is the most original marketing advertising. In shops, font size, also does not appear, it realistically there. But in enterprises of the omnipresent advertising-intensive commercial bombing of today, Word of mouth marketing seems to have been a large number of enterprises, businesses, marketing elites forgotten and abandoned.
"Zero" charm, media
And radio and television, newspapers and magazines rising cost of publicity, Word-of-mouth communication costs are lowest. And great advertising investment, advertising's own words, the most successful advertising also has 50% were wasted. Increasingly fierce market competition environment creating a contemporary rational consumers. People are no longer blindly superstitious advertising sweet talk, but a rational approach to market consumer.
Recently, an authoritative survey company in Beijing, Shanghai, Guangzhou, Chengdu, Wuhan, Nanjing, Xi'an, Dalian, Shenyang, Zhengzhou and ten cities of 4851-18-60 year old ordinary residents for a new product special survey of oral communication. The results show that 39.5 percent of respondents constant exchange with others on the "purchase and use of goods experience", second only to the Exchange community hotspots (50.7%), children's education issues (44.5%), and life tips (41.1%) of population proportions. Further analysis of data, you will find: regular exchange of "purchase and use of goods experience" of consumers will not only introduce the mutual "shopping" (48.7%), "Introduction to purchase and select merchandise experience" (37.6%) and "recommended brand" (37.4%), "Exchange of price information" (34.8%) and "recommended discount promotions" (37.8%), "explains new product performance" (29.6%) and "recommend specific products" (18%), communication fails in the "product use experience or bad feelings" (25.7%).
In air conditioning, health care, shampoo, housing and other products of the purchase process, namely 53%, 49%, 35% and 32% of consumers will obtain through friend introduces new product information, respectively, 35%, 28%, 15% and 18% of consumers believe friends.
It is human nature for the dissemination of information, as well as the highly reliable, proven track record in the 21st century this competitive globalization and economic integration of the era of knowledge economy, interpersonal communication as humanity's "zero," still show the media that magical marketing power.
¤ Magic: identify potential customer success rate is high
Experts found that for various reasons, keen to put their own experience or experience to others, for instance, has just been to the taste of the restaurant, the new buyer's performance, newly purchased home theater is a modern, etc. If you experience or experience is positive, positive, they will be warmly recommended to others proactively to help enterprises identify potential customers. A survey showed that a satisfied customer will throw 8 pens a potential sale, at least an amount will be invoiced; a dissatisfied customer can affect the purchase of 25 people.
Thus, "the user tell the user" word-of-mouth influence. To air, for example, during the purchase process, consumers are more concerned with the effect, after-sales service, pricing, brand and power consumption and other factors. And potential users for use of the product, service, price, brand and power consumption and other factors of information mainly from the first purchase of groups; the first to buy groups of Word of mouth is the most potential users trusted communication forms.
¤ Magic II: the conclusion of brand loyalty
Good reputation to win repeat customers, and also the "reflect the product and brand loyalty" important indicators. Customers not only repeat customers, and the activities of the enterprise. According to incomplete statistics, the average annual loss of at least 20% of customers, and strive for a new customer costs is spent to keep an old customer 6 times out of an old customer losses, only for new customers to 10 bits. According to the Harvard Business Review, when your customers reduce wastage rate of 5%, the average value of each customer will be able to increase by 25% to 100%. Therefore, the number of repeat customers, customer loss rate, on enterprise development have a decisive impact, is also the key to winning customer loyalty.
China shoes Wang Jiangsu Senda group production of Senda shoes, eight consecutive years ranked Chinese consumers have in mind the ideal brand and preferred brand in the first place. It is this good reputation so shortly in more than 20 years of operation, the cultivation of millions of consumer Senda shoes of loyal customers, 10 sure-fire home consumption Senda shoes "Senda family." Senda was tied to old customers, the important point is his "quality, style, price and service" in the consumer has a good reputation.
Brand has a dual meaning, is a product brand, is the brand. Product brand is tangible, see, feel, is the foundation of the brand. Prestige brand is invisible on the surface, it is "the word of mouth" is a community of support, the credibility of a brand, is a very high "gold", and can be transferred.
¤ Magic 3: avoid the opponent to whet the
As the market competition, competitors tend to form a positive conflict. Word of mouth marketing, but can effectively avoid these face-to-face contest. Fuji is to use this kind of infiltration of interpersonal communication. I do not know since when, in Shanghai to spread a saying: "indoor photography with Kodak, outdoor photography using Fuji" such half-truths quickly flows into the country. It is not difficult to find, this sentence seems insipid "saying," not only laid the Fuji to outdoor "big head" market advantages, but also for people of color volume consumption habits has profound, long-term and lasting effect, extremely easy to guide consumers to form a potential consumer orientation.
Word of mouth marketing techniques
Let every customer is able to spread their own business, "virtue", is the business
To dream of. But the reputation of formation, are purely accidental, entirely to chance, spontaneous? McKinsey Company London management marketing expert Genevieve · Dai (Renee Dye) and her colleagues in the study of 50 cases of sales found that word of mouth advertising manufacturing explosive demand, no accidents and no coincidence, but there are a few rules to follow. Enterprises can through the analysis of consumer interaction and mutual influence to spread word-of-mouth advertising expected to networked, intelligent and globalization, which requires our marketing great wisdom.
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