In network marketing: what is word-of-mouth marketing and how do enterprises carry out word-of-mouth marketing?

Word-of-mouth marketing is the process of applying the concept of word-of-mouth to the marketing field. That is to attract the spontaneous attention of consumers, the media and the public, and let them take the initiative to talk about your brand or your company and products. On the basis of talking about capital, it can play a fascinating and good effect. At the same time, it has been recognized by the broad masses of the people and sublimated into a pleasure that consumers talk about. It is a two-way interactive communication behavior that individuals other than producers and sellers convey information about a specific product, brand, manufacturer, seller and any organization or individual that can remind people of the above-mentioned objects through express or implied means, so that the recommended person can obtain information, change his attitude and even affect his purchase behavior without being processed by a third party. It can be simply understood as "a marketing method in which the buyer transmits the relevant information of the goods to the buyer's family, friends and people who interact in their work and life through word of mouth", thus promoting the formation of their purchase decision. The process of forming this good brand effect is called word-of-mouth marketing.

First, the first aspect, do a good job with consumers or customers, including the following six small aspects:

(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.

The characteristics of consumer leaders: extensive contacts, frequent entertainment or banquets, and certain social status and influence. For example: government civil servants, officials, media reporters, advertisers, senior staff of enterprises and institutions, unit leaders and so on. As long as catering hotels catch some such consumption leaders, they will soon catch a group of loyal consumption followers. Form the role of leader demonstration.

(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. So as a hotel, how to create opportunities for customers to pass on word of mouth?

1, a small gift other than a surprise for consumers. If people get unexpected gains from buying your products, they will often be very happy and show others that their products are worthwhile. Therefore, by-products related to your products or small products with company logo, and even some small gifts that consumers like, such as key chains, calendars, telephone cards, etc. , are very good word-of-mouth marketing tools.

When the customer leaves, remember to give the customer a beautiful contact card, hotel manual or company publication. Whether consumers are interested in your things or not, they will be willing to collect some beautiful things, so beautiful cards, product brochures or internal publications with your company address or product introduction will be props they will remember in the future. If someone comes to the hotel to spend money, you will even give them two such gifts without hesitation, because consumers usually want to give others something to prove you when introducing them. If you give them one more, they will become your salesmen for free, especially when consumers offer them to her. Because they like these things and they want to show off to others, they often want these things with your information.

3. There will be some customer reward activities on a regular basis. Every year, you should have some periods to promote sales or sales incentives, such as holidays or the company's annual celebration. These activities can make consumers feel that you are paying attention to them, and they often spend money on such days, and even support you in groups. But be careful not to do this every day, and don't be worthy of the name. We must make rewards an activity that consumers really get benefits.

4. Make consumers your valued customers. Every consumer wants to be a VIP of the enterprise. For example, when going through the formalities in a bank or telecom business hall, consumers want priority service. In the restaurant, the consumer wants you to remember him and give him some discount when you come next time. Therefore, for enterprises, giving customers discount cards and VIP cards and providing customers with their favorite special services will make your products or services flow smoothly.

5. Provide customers with more consumer guides without disturbing customers. Consumers want professional consumer consultation. Therefore, when enterprises launch new products or services, they must provide consumers with more consumer guides, such as product manuals or experience activities, so that they can directly perceive the value and characteristics of your products and services. Therefore, it is also very important to send the information of the enterprise in time by mailing the customer handbook, so that they can form a good impression on you.

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

1. The working principle of word-of-mouth marketing:

2. Frankly disclose the facts you have observed;

3. There is not only good news, but also bad news;

4. convey information in a natural and humanized tone;

5. tolerate criticism;

6. If you do something wrong, you may wish to 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 fairly and honestly;

10. Try to be the credible authority of the hotels, industries and products you represent.

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

(6) Cultivate customers into "voluntary marketers" of enterprises.

Relevant surveys show that more than 40% of customers get hotel information through oral publicity of others. Therefore, the reputation of old hotel customers is an important channel for the dissemination of hotel marketing information. On the other hand, the word-of-mouth of customers has many advantages compared with other market communication methods. First of all, word of mouth is a kind of "appearance statement", which can gain the trust of other customers. Secondly, word-of-mouth publicity is a cluster communication, so it has the characteristics of wide spread and fast speed.

Second, the second major aspect is to promote the network through the website to achieve better results, including the following three small aspects:

(1). Give your website and products a good reputation and improve the popularity and credibility of the website.

Using Baidu Know, Search Ask, Tianya Q&A and other Q&A websites can create a lot of positive information for your website, your product or your brand. As we all know, the crisis of trust leads to people's high vigilance, and life is full of traps! What's more, on the Internet, the network trust crisis is one of the factors that seriously restrict the development of e-commerce. So a lot of positive information (provided that you have genuine products) can greatly reduce the vigilance of your target customers and increase the transaction of your products. Creating such a large amount of positive information is very simple. You don't need to add links to your website, and it is easy to pass the examination. The key is that you need to optimize related keywords.

With the development of domestic Internet, there will be more and more people surfing the Internet and shopping online. After doing e-commerce for several years, I found that many netizens will first understand people's evaluation of this website and the credibility of this website or this product before online shopping. How did you know? It is nothing more than searching for the evaluation information of this website or this product on the question and answer website or forum, or using: "What about a product of a website? Is the product of a website good? " Search the search engine for some evaluation information of this website or this product by asking questions, and look at the evaluations of customers who have bought on some websites and so on. Knowing through which channels customers know about your website and your products, you should spend some effort on these channels, in addition, it is relatively easy to do. Once the target customer is interested in your product but hesitates because of some concerns, once he sees the positive information of your website or product, his purchasing determination will be greatly strengthened. On the contrary, if he doesn't find the relevant information of your website or product, he may find a website with good reputation and high credibility to buy it. If he finds negative information about your website or product, the target customer is less likely to make a deal. Therefore, a lot of positive information about your website or product will help to improve the popularity and credibility of your website or product.

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

As mentioned above, Q&A websites are used to create a lot of positive information for your website and products, especially Q&A websites under search engines, such as Baidu Know, Soso Ask, sogou Ask, etc., because they are products under search engines, they all have ranking advantages. When you do information, it is easy to rank on the first page, and your target customers can find your website or products through these keywords. When making positive information, try to reflect it in the form of soft text, and then integrate keywords well. The quantity and scale of this information can reach a certain level, which can effectively improve the popularity and influence of the website. (The premise is that there must be genuine products with good effects, and finally you can get twice the result with half the effort. If the products are shoddy and fake, they will never last long.

(C) To achieve better publicity effect, we must choose appropriate advertisements.

1, really. The so-called truth 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 popular brand and has no unique aspects, why choose your product?

3. Advertising should be moderate. Advertising beyond a limit will bring the opposite effect, or this sentence: extremes meet.

4. major In order to design the implementation strategy of word of mouth reasonably, we must find a professional word of mouth integration company.

The effect of word-of-mouth marketing communication is self-evident, and the means are different. We should be good at discovering and using all available resources.

Third, the third aspect, the design of word-of-mouth marketing plan includes the following six small aspects:

(1) Direction of the distribution group

This is the most fundamental thing that needs to be clarified. Without positioning the target you want to spread, you can't exert the greatest effect at all. Imagine, originally selling petroleum instruments and equipment, but positioning the communication group as students. As you can imagine, you can't accurately sell the products to the merchants.

(2) Selection of transmission points

Firstly, the products are analyzed and processed, and the selling points are found, which is worth discussing, arousing users' interest and stimulating their excitement. Of course, we hope this communication point is unique, or in other words, the best service.

(3) the choice of communication channels

If you are afraid of having a negative impact on your brand, try to avoid methods that disgust the world, such as mass mailing and mass texting (especially: manual mass mailing and machine mass mailing are essentially the same, both of which are rubbish). Besides word of mouth, what other channels of communication are more popular? Of course, it is some dominant network services now, such as QQ and BBS. When choosing communication channels, I think it is more important to avoid generalizations, such as BBS. It is impossible for everyone to have BBS. Can you shout one by one? It is better to choose some professional counterparts. Choose a good channel, and users will have a source of mutual communication.

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

Some advertisers can't understand what the theme is after reading it several times, so they can't help but say that it is a failed work. Word-of-mouth marketing itself requires the clarity of the theme, because if the theme is not clear in the process of information diffusion, it will cause mistakes in the communication process and the wind may turn into rain. Especially on the internet, users have the supreme choice, so don't annoy them, let users quickly understand the theme and spread the Excellence of products to users.

(5) Let users know the value of products.

No matter how good the marketing plan is, no matter how creative the idea is, if it is of no value to users, it will lose the motivation of word of mouth from one user to another. In real social networks, especially on the Internet, this is true. It is much more difficult for a product to get a good reputation online than a bad review. So the value of products is very important in word-of-mouth communication.

(6) benefit users

It is not enough that products are valuable. The key is to benefit users. There are many benefits, learning is a benefit, and buying cheap products is a benefit. How did Intranet initially benefit communication users? Small gifts, points and making friends all make use of the characteristics of college students. This is also the motivation for users to spread your products.

In the process of word-of-mouth communication, the most important thing is the user's or the consumer's. It is an unchangeable truth that the success of an enterprise must be customer-centered.