What is word-of-mouth marketing and how to use word-of-mouth marketing promotion?

Do a good job in the relationship with consumers or customers, including the following 6 small aspects:

(1) Choose the marketing path and pay attention to the basic work

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Find out sufficient reasons why target consumers should come to your hotel to spend money, think clearly about the specific values ??and hobbies of these consumers; identify which specific groups can become the brand advocates that you need to focus on. Consumers: innovative consumers, avant-garde consumers, intermediate consumer groups who follow the trend, and backward consumers; clarify the several decision-making stages required for the target group to accept the brand: first discover the stages that prompt consumers to decide to consume, what kind of content that can drive their decisions; based on the above insights, find the core information that can prompt consumers to take action; design and create persuasive and stimulating sources and delivery channels for word-of-mouth communication; design and execute a set of word-of-mouth communications accordingly Communicate marketing plan.

(2) Cultivate consumer leaders and pay attention to the role of "opinion leaders"

The development and communication of any industry are inseparable from the influence of some consumer leaders. Sometimes, the influence of consumer leaders can drive the development of a brand. Traditional corporate marketing believes that only those consumers who can consume and may purchase products are target consumers. Therefore, companies only need to tell these consumers about product information. But in fact, among the targets of corporate communication, there is a type of "experts" who do not necessarily consume, but they like to comment. Once a company comes into their sight, it will become the target of their comments without paying attention. It may also become a negative teaching material for them to preach and preach everywhere. These people are "opinion leaders." Every company 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 company's business strategy is worthless, or it may make a company famous. Vibrate. Enterprises should pay attention to these opinion leaders, especially those very picky consumers. They are not only good disseminators of opinions, but also provide decision-making consultants to enterprises. The company must provide enough information to opinion leaders so that they can have an accurate understanding of the company without misinterpreting it. If necessary, it can also be combined with some public relations activities to organize them to positively spread your products and services.

Characteristics of consumer leaders: extensive personal communication, frequent entertainment or banquets, and a certain social status and influence. For example: government civil servants, officials, media reporters, advertising personnel, senior personnel of enterprises and institutions, unit leaders, etc. As long as restaurants and hotels capture some of these consumer leaders, they can quickly capture a group of loyal consumer followers. Form the role of leadership role model.

(3) Pay attention to every customer who is interested in the company

Many companies now regard "customer-oriented" as a strategy or business philosophy, but many times, this This kind of guidance has deviations in the implementation. For example, in order to sell more dishes and services, service staff often chatter without considering the needs of customers, or make irresponsible remarks to customers who can't make up their minds, or even make irresponsible remarks to those who don't seem to be satisfied. Behaviors such as cold stares from target customers are sources of negative information for people to spread. In consumers' consumption experience, they are more likely to remember shortcomings in performance. This is the saying that good things never go out, and bad things spread thousands of miles. One shortcoming will be remembered by people far more than ten points of good performance. Therefore, if a company wants to win a good reputation, it must make every customer leave with a smile. Although some customers may not come to consume and buy your things, your performance will make them talk about it and they will take the initiative to help you. Spread your uniqueness and your hospitality, and many times, some customers will be moved by your sincerity and change their minds. Good service is an important factor in forming a good reputation. Although many companies believe that this will cost a lot of labor, compared with advertisements that annoy consumers, which investment is more cost-effective? Hotels should think more about consumers. By paying more attention to consumers' feelings and paying more attention to their voices, hotels can save a little and make more money.

(4) Take the initiative to create some opportunities for people to spread word of mouth

What makes people think of and remember you? Why do people automatically recommend you on certain occasions? In addition to giving consumers In addition to leaving a pleasant consumption experience for consumers, it is very important for companies to plant the seeds of word-of-mouth among consumers and allow people to take the initiative to communicate with others and recommend you. These rely on the added value that companies provide to consumers. Service, even some add-ons, it's just like eating, only things with endless aftertaste can be remembered for a long time. So as a hotel, how can we create word-of-mouth opportunities for customers?

1. Give small gifts that exceed consumers’ expectations. If people get unexpected benefits from buying your product, they will often be very happy and show others that they are worth their money. Therefore, by-products related to your product may be small products with the company logo printed on them, or even some consumer goods. Small gifts that readers like, such as keychains, wall calendars, phone cards, etc. are all very good word-of-mouth marketing tools.

2. Remember to give the customer a beautiful contact card, hotel brochure or company publication when they leave. Regardless of whether consumers are interested in your things or not, they will be willing to collect something that looks exquisite. Therefore, exquisite cards, product manuals or internal corporate publications with your company address or product introduction printed on them will be the future for them. As a prop for memories, if someone comes to the hotel to spend money, don’t even hesitate to give them two such gifts, because when consumers usually introduce to others, they also hope to give others something that can prove you. You can give them one more , they become your salesmen for free, especially when consumers ask for it without hesitation, because they often want these things with your information because they like it, because they want to go Show off to others.

3. There are regular customer reward activities. Every year you have to conduct promotions or sales incentives at certain times, such as during holidays or your company's annual celebrations. These activities can make consumers feel that you are paying attention to them, and they will often pay attention to them because of such days. Come and spend, and even groups of people will come to support you, but be careful not to do this every day, and not to live up to the name. You must make the reward an activity where consumers really receive benefits.

4. Let consumers become your valued customers. Every consumer hopes to be a VIP of the enterprise. For example, when going through procedures at a bank or a telecommunications business hall, consumers hope that they can receive priority service. In restaurants, consumers hope that they will remember you the next time they come. He also gives him some discounts. Therefore, for companies, giving customers discount cards, VIP cards, and providing consumers with special services they like will make your products or services grow steadily.

5. Provide more consumption guides to customers without disturbing them. Consumers want professional consumption guidance. Therefore, when companies launch new products or services, they must provide consumers with more consumption guides, such as product manuals or experience activities, so that they can directly perceive you. The value and characteristics of your products and services. Therefore, mailing customer brochures to consumers and delivering corporate information in a timely manner are also very important for them to form a good impression of you.

6. Pay attention to customers’ opinions. When some customers make suggestions to you, don't tell them that nothing can be done. You should collect their opinions, or tell them what measures you have taken at the appropriate time. Consumers hope that their opinions can help Enterprise guidance, if your employees make excuses or do not treat these opinions correctly, it will greatly demotivate consumers. If necessary, you can even publish their opinions to make them feel valued. They will definitely tell the story of their advice to you for your actions, thus attracting more people to come and visit.

Marketing should not only pay attention to consumers’ behavior, but also pay attention to consumers’ mouths. Therefore, in the new marketing era, we not only need to ask consumers to pay attention, we also need to ask consumers to say, let They use every possible opportunity to whisper and spread by word of mouth things that leave a good impression on them, because only what is widely praised will attract more people's attention, which is longer-lasting and more effective than the effect of advertising.

(5) Credibility is the key to word-of-mouth communication

1. Working principles of word-of-mouth marketing:

2. Frankly disclose the facts you have observed ;

3. Not only good news but also bad news should be announced;

4. Convey information in a natural and humane tone;

5 , Be tolerant of criticism;

6. If you make a mistake, you might as well admit it frankly;

7. If you don’t know the answer, don’t pretend to understand. ;

8. Never deliberately conceal facts and important information;

9. Acknowledge the existence of competitors and treat them in a fair and candid manner;

10. Strive to become a credible authority on the hotel, industry and products you represent.

In the world of word-of-mouth marketing, the less control and commercial overtones, the better the communication effect. People are beginning to understand that there is an inverse relationship between control and trustworthiness. Less control means greater trustworthiness. The public relations industry has long understood this. Through dialogue and exchanges with market analysts and journalists, professional public relations personnel enable companies to obtain a third-party recognition that is unmatched by any form of advertising. Good word-of-mouth marketing can naturally amplify the credibility of this consumer recognition by tens of thousands of times.

(6) Cultivate customers into "volunteer marketers" of the company

Relevant surveys show that more than 40% of customers obtain information about the hotel through other people's word-of-mouth publicity. of. Therefore, the reputation of old hotel customers is an important channel for hotel marketing information communication. On the other hand, customer word-of-mouth has many advantages over other marketing communication methods. First of all, word-of-mouth is a kind of "experience", which can better gain the trust of other customers. Secondly, word-of-mouth publicity is spread in a clustered manner, so it has the characteristics of wide spread and fast speed.

2. The second major aspect is to achieve better results through online promotion through the website, including the following 3 small aspects:

(1). For your website and products Bring good reputation and improve the visibility and credibility of the website

Using Baidu Zhizhi, Sosoouwen, Tianya Q&A, and other Q&A websites can improve your website, your products or your brand Create lots of positive messages. As we all know, the trust crisis makes people very vigilant. Life is full of traps! What’s more, on the Internet, the Internet trust crisis is one of the factors that seriously restricts the development of e-commerce. Therefore, a large amount of positive information (the prerequisite is that you have genuine products) can greatly reduce the vigilance of your target customers and increase the transaction volume of your products. It is very simple to create this kind of large amount of positive information, and there is no need to add a link to your website, so it can easily pass the review. The key is that you need to do relevant keyword optimization.

With the development of the domestic Internet, more and more people will go online and shop online; after doing e-commerce in the past few years, I have found that many netizens will first understand what people think about it before shopping online. How do you know the evaluation of this website and the credibility of this website or this product? It is nothing more than searching for the evaluation information of this website or this product on a Q&A website or forum, or using: "Someone on a certain website How is a certain product? Is the product on a certain website good?" etc. Search the search engine for some evaluation information of this website or this product, and also look at the evaluation information of customers who have purchased on some websites, etc. Way. Now that you know which channels customers use to learn about your website and your products, spend some time on these channels. Besides, this is relatively easy to do. Once the target customer becomes interested in your product but hesitates due to some worries, once he sees the positive information that evaluates your website or product, his determination to buy will be greatly strengthened. On the contrary, he does not find anything about your website or product. For relevant information, you may look for a website with a good reputation and high credibility to purchase. If you find negative information about your website or product, the target customer will be less likely to make a transaction. Therefore, a large amount of positive information about your website or product will help improve the visibility and credibility of your website or product.

(2) At the same time, it can also bring target customers to the website and improve website sales performance

As mentioned above, you can use Q&A websites to create a lot of positive information for your website and products. Especially Q&A websites owned by search engines, such as Baidu Knows, Sosou Ask, etc., Sogou Q&A, etc., because they are products of the search engine itself, they all have ranking advantages. While creating information, they should do some key work appropriately. By optimizing keywords, you can easily get the ranking to the homepage. Through these keyword rankings, your target customers can discover your website or products; when creating positive information, try to express it in the form of soft articles, no matter how good it is. Incorporating keywords into the information and increasing the quantity and scale of this information to a certain extent can effectively increase the visibility and influence of the website. (The prerequisite is that there must be genuine products at reasonable prices and good results, so that you can ultimately achieve twice the result with half the effort. If you use shoddy products and fake ones to look like genuine products, they will never last long.

(3) You must choose the right one. Appropriate advertising can achieve better publicity effects

1. Authenticity means that word-of-mouth communication can be exaggerated, but it must not be divorced from reality.

2. It has its own characteristics. . If it is a mass brand and has no unique aspects, why should you choose your product?

3. Advertising beyond a certain limit will have the opposite effect, or so it goes. : Everything goes astray.

4. Professionalism. To properly design a word-of-mouth implementation strategy, you must find a professional word-of-mouth integration company.

The effect of word-of-mouth marketing communication is self-evident. Each has its own merits, and we must be good at discovering and utilizing all available resources.

3. In the third aspect, the design of word-of-mouth marketing plans includes the following 6 aspects:

(1) Communication. Positioning of the group

This is the most fundamental thing that needs to be clarified. Without positioning the target of your communication, you will not be able to achieve the maximum effect. Imagine that you originally wanted to sell petroleum equipment and equipment, but you did not include the communication group. Positioning yourself as a student, it is conceivable that you will not be able to accurately promote the product to merchants.

(2) Selection of communication points

First analyze and process the product to find the selling points. , this selling point should be worthy of discussion by users, make users interested, and stimulate users' excitement. Of course, we hope that this communication point is unique, or in other words, it provides the best service.

(3 )Selection of communication channels

If you are afraid of having a negative impact on your brand, try to avoid methods that are disgusting to the world, such as mass emailing and mass texting (Special note: the nature of manual mass messaging and machine mass messaging is: Same, they are all rubbish). In addition to word of mouth, what other communication channels are more popular? Of course, some of the dominant online services are nowadays, such as QQ, BBS, etc. When choosing communication channels, I think there are others. The more important thing is to avoid generalizations. For example, we can't call all human BBSs one by one, right? It will be better to select some professional counterparts, and there will be a relationship between users. The source of mutual diffusion of communication.

(4) Let users understand the theme of communication in the shortest possible time.

Some advertisements cannot be understood by users after watching them several times. Whatever the theme is, it cannot but be said that it is a failed work. In word-of-mouth marketing, there is a higher requirement for the clarity of the theme, because if the theme is not clear during the information diffusion process, it will cause errors in the communication process, and the risk may be lost. It will turn into rain. Especially on the Internet, users have the supreme power to choose, so don’t annoy them. Let users quickly understand the topic and spread the excellence of the product to users.

( 5) Let users understand the value of the product

No matter how good the marketing plan is, no matter how creative the idea is, if it has no value to users, then it will lose the motivation for one user to spread word of mouth to another user. . This is true in the real social network, and even more so on the Internet. It is much harder for a product to get a good reputation on the Internet than to get a bad review. Therefore, the value of the product is very important in word-of-mouth communication.

(6) Benefit users

It is not enough for a product to be valuable, the key is to benefit users. There are many kinds of benefits, including learning something and buying high-quality and low-priced products.

How did Xiaonei.com benefit the users of communication in the first place? Small gifts, points, and making friends all took advantage of the characteristics of the college student population. This is also the motivation for users to spread the word about your product.

In the process of word-of-mouth, the most important thing is the users or consumers. Whether a company is successful or not must be customer-centered. This is an unchanging truth.