Word of mouth marketing is a very old marketing art, but the development has so far rejuvenated with the help of the Internet. With the change of marketing environment and the advancement of technology application, word-of-mouth marketing has been accepted by many companies in this era and began to try.
However, many door and window hardware companies in the use of this emerging marketing services, there are such misunderstandings, many doors and windows companies have done something that is detrimental to the brand's actions but do not know it. In fact, the cumulative effect and impact of word-of-mouth are originally fragmented and long-tailed. Positive word-of-mouth such as negative word-of-mouth is also true. If not handled properly, it will inflict greater damage to the brand.
It is undoubtedly an important task to face up to the misunderstanding of word-of-mouth marketing.
Misunderstanding 1: Ignore the existence of negative word of mouth
Word of mouth is a double-edged sword, which can not only bring positive construction power to the company, but also cause great destructive power due to the spontaneous spread of negative word-of-mouth. It also has statistical data that the spread rate of negative word-of-mouth is ten times that of positive word-of-mouth. Therefore, the treatment of negative word of mouth must not be relaxed.
At present, many domestic enterprises are often at a loss what to do in the face of a crisis, or because they do not know how to grasp the degree and adopt an ostrich policy they simply do not ask. The problem is that bad influences don't disappear, and you don't see if you don't look at them. Is it an initiative to stand up and break the silence? Or wait and wait for others to actively discuss? We believe that companies that choose the latter will be eliminated by the times. Not only will they not wait for a rabbit, but they will also waste a good time under the big tree.
As a company immersed in the turmoil of the crisis, it must consider how to harmonize its own interests, public interest, and the public credibility of the media, and spread it to the public in the shortest possible time with the most appropriate channels to achieve a true and objective situation in order to restore the good corporate brand. Word of mouth, the company's losses have been reduced to a minimum, and even passively to take the initiative to take advantage of the potential to achieve further publicity and shaping corporate reputation.
After the recent upsurge of “melamine†incident, it was the question of direct confrontation or shirking responsibility. What will companies do when they are all seen! Sincere attitude and vigorous remedial measures will make the public see it as a dairy giant Something is discouraged. So we see that many voices express the recognition of these companies facing these problems and solving them in time.
This is the attitude that should be taken in response to negative word of mouth.
Myth 2: As long as the spread can be a good reputation
Some people think that as long as doing word-of-mouth marketing can create a good reputation for their doors and windows products, this is really a big mistake. The most basic requirement for the formation of word of mouth is to ensure excellent product quality, inferior and inferior products must not have a good consumer experience, and of course, the formation of a good reputation will not be able to talk about.
What word-of-mouth marketing can do is to use word-of-mouth marketing as a means and means to help excellent products accelerate the spread and formation of a good word of mouth, rather than to create word of mouth and not to boast about inferior products.
If the quality of the product itself is not too hard, then its use value will be greatly reduced, no matter how the user will not have a good reputation. No matter how eye-catching advertising is, no matter how great the influence of propaganda will be, it cannot stand the test. The low complaint threshold provided by the Internet platform to consumers is more likely to increase the exposure to defects in the products. In the meantime, all the publicity work done in the earlier period will be overdone, and it is more likely that they will spend money to create negative aspects for themselves.
Therefore, the quality of the product itself is a solid foundation for a good reputation.
Myth #3: Word of mouth marketing is a "virus", one touch at a time
With the apparent dew of "Wang Lao-ji was wanted", more companies are aware of the arrival of the era of online word-of-mouth marketing. But too many manufacturers talk about word-of-mouth marketing must require "make a big event." As everyone knows, word-of-mouth marketing is actually a part of many marketing segments of a company. It is unscientific and inefficient to rely on word-of-mouth marketing to establish a corporate brand by divesting word-of-mouth marketing from marketing.
In many cases, traditional marketing still occupies an important position in brand promotion, and it is the right marketing technique to do well in traditional marketing and use word-of-mouth marketing to complement and complement traditional marketing.
Or Wang Laoji. If there is no "non-flaming" herbal tea spread through the traditional means of product awareness, if you do not touch the Wenchuan earthquake and Wong Lo Kat has indeed donated a hundred million quickly, if there is no enterprise before the online forum, post bar, QQ group The long-term application of Internet marketing and application methods such as blogs, etc... Without this foundation, the title of “Wang Lao-gui’s wanted incident†may bring great negative effects to enterprises. Wong Lo Kat's success lies in the use of integrated marketing methods, but also occupies the "time", "geographical", "people and" advantage, is "long-term cultivation" + "to seize the opportunity" of the product.
In such an age without dialogue, learning to understand dialogue and participate in dialogue is becoming a required course for companies. However, this process does not have a short-cut to the South. Word-of-mouth marketing is essentially a kind of "diversification," "spread around the consumer," and "subtle" transmission methods and influence processes.
Myth 4: Word-of-mouth marketing is the least restrictive method of transmission
The original intention of many companies to choose word of mouth marketing is due to more and more laws and regulations in the dissemination process, and the word of mouth marketing on the internet seems to be due to the low threshold of “what to say and say†provided by the network. Limited by the transmission.
In fact, word-of-mouth marketing also has its own moral constraints. Exceeding this range of speculation will certainly bring about adverse effects.
Some time ago, an IPHONEGIRL incident ignited the global network in just six days. This all originated from the post of an Internet user on an American forum called macrumors. After purchasing the IPHONE, the internet user discovered that there was a picture of a Chinese girl in the phone and posted him to the forum. The media confirmed that the girl was Shenzhen. The employees of the mobile phone inspection and production line at Foxconn Guanlan Technology Park did not delete the photos after testing the IPHONE camera function. Since then IPHONEGIRL has attracted a lot of attention on the Internet and has been spread virally. A netizen has set up a website specifically for IPHONEGIEL, and more Apple consumers jokingly said: I am ready to return my IPONE because there is no such girl.
The initiator of planning this virus is the webmaster from "Apple Product Enthusiasts Forum". In order to achieve the goal of increasing traffic, the webmaster registered a vest to create a beautiful IPHONE incident.
From the perspective of word-of-mouth marketing, IPHONEGIRL is a good example of online communication and word-of-mouth marketing: a small event was placed on the Internet, and the content was enlarged after being reproduced many times. This is the application of the word-of-mouth marketing of the typical "viral network marketing": Through the user's word-of-mouth publicity, information spreads and spreads like a virus and spreads to thousands of millions of people by means of fast copying. . In other words, by providing attractive information, “let everyone tell youâ€, and through others’ propaganda for you, you have achieved the role of “marketing leverageâ€.
However, behind the incident, no matter who the promoter of this incident is, who is the beneficiary, this little girl must have been hurt. The related news shows that after the incident, an employee of Foxconn (IPHONE's foundry factory) where IPHONEGIRL was located stated that if such a thing happens according to regulations, the employee will be expelled. Fortunately, Foxconn promoted this style, did not dismiss GIRL, and made a correct decision in numerous negative news.
IPHONEGIRL's original peaceful life was also noisy and uneasy because of the incident. A media received a message from the girl's cousin: "I just want to be an ordinary person, an ordinary girl! I don't want to be too The pressure and do not want to become the focus of attention of others! That way I am not free. I hope you and all those who care about me say thank you, please do not give me too much pressure, I just want to be an ordinary person!" Too much attention She has been pressured to breathe.
IPHONEGIRL is not only a classic case of rapid spread of word-of-mouth marketing, but also a trial of lack of integrity in word-of-mouth marketing. After the IPHONEGIRL incident was revealed, it was not only the IPHONEGIRL itself that was affected, but it also brought about a crisis for Foxconn. The terrible destructive power of the internet word of mouth has barely exposed the teeth.
Regarding word of mouth, the most professional word-of-mouth marketing agency in the United States has a definition of word-of-mouth marketing on the website of WOMMA (Word Marketing Association). Some of these paragraphs are worth pondering about: Companies can encourage and promote the spread of word of mouth. Companies can work hard to make consumers more satisfied, pay attention to the voices of consumers, help consumers more easily (tell the advantages of the company's products and services) to their friends, and ensure that influential consumers are informed of product services in a timely manner. The advantages. However, word-of-mouth communication must not be fabricated. It is not only immoral to invent “word-of-mouthâ€, but it will also have a negative effect, undermine the brand image, and tarnish the company’s reputation. Decent word-of-mouth marketing will never underestimate consumer intelligence. It will never fool consumers through manipulation, deception, water injection, or dishonesty.
The Internet seems to be hidden. In fact, everyone is seen in the inside transparently. The company has a good product, and through proper methods to promote the production and dissemination of healthy word of mouth in order to achieve rapid spread of word of mouth, this is the right way. Trying to use the improper practices to gain interests on the Internet will eventually reveal the stuff and hurt the company and the brand.