How to do word of mouth publicity? How to do word of mouth marketing well?

Let's start with the first principle, which is "lower expectations."

If the early publicity of a product raises the customer's expectations, when the product is launched, if the product quality and expectations are not equal, not only can not form a reputation, but also bring bad communication.

For example, the Hollywood movie "Kung Fu Panda."

series", you can see that the rating of Kung Fu Panda 3 is far less high than that of the first and second parts, why? It's because the first and second parts were too successful, and the quality of the third part declined, so the rating was low. Similarly, there is "X Ye Brisket", which claims to have a secret recipe, and the chef invited from Hong Kong, if you really want to say how unpalatable it is, it will definitely not be, but why not now?

Because the previous publicity raised the expectations of consumers too high, after eating, it felt like it was just that, and the reputation was gone. This is a general principle, please keep in mind. Here are five ways to get word of mouth.

First: the product "has something to talk about". For example, Xiaomi mobile phones.

When it was launched, it was launched as "audiophile."

and "cost-effective" two selling points to come out. As a true enthusiast, when you get a product with such a high cost performance, you must be excited in your heart, and you will definitely share it. The main thing is to "share" with friends around you around the same configuration of lower **, even if there are few people who really understand.

Second: it can express the thoughts of the audience. The best in this regard is Jiang Xiaobai.

Drinking alcohol is actually drinking emotions, look at the copywriting on Jiang Xiaobai's white wine bottle, "Although they are all brothers within the four seas, they are not in contact within four kilometers", this kind of catharsis is exactly what the people at the wine table need.

Third: information can help people. The most common is plasters. For example, someone has a muscle strain.

After using some kind of home remedy plaster, this person will be willing to share the information when someone else has the same problem. There is also a certain health supplement, if it really works, there are many people who are willing to share it.

Fourth: Shape your image. I am a user of Logic Thinking, and when I accumulate a certain amount of time with Logic Thinking, Logic Thinking will issue a medal to me that says that you are a "lifelong learner". I will take the initiative to share it with my friends.

In anticipation of getting a thumbs up from friends. And this action actually helped Luo Ji Siwei to do publicity. Because this medal has shaped a certain image of me.

Fifth: social comparison. The most typical is a mobile phone, such as 8848, you know that you are a business elite when you hold 8848.

If you hold the most ** Apple mobile phone, it proves that you are the mainstream class of society. And the house, you live in a school district house with a degree from a prestigious school.

This house is also a symbol of your status, as well as a luxury car, which everyone on this earth knows.

The above five points are ways to get customers to automatically share your product information and spread your product.

Of course, don't forget what you said at the beginning, don't raise your "expectations" too high, this is fundamental.

Word-of-mouth publicity requires that the quality of the product and service itself is good enough, and then it is promoted through information channels.

How to do a good job of word-of-mouth publicity to bring your work to the ultimate level. The colleagues around there recognize that their propaganda is a hundred, a thousand times stronger than you say yourself.

1. Product positioning.

If the brand marketing products are not recognized and trusted by consumers, it is easy to produce a negative brand reputation effect, which will either not promote the product to enter the market or lead to the early withdrawal of the product from the market.

2. Combination of online and offline brand word-of-mouth marketing.

What consumers really care about is what problems the product can solve for themselves and what kind of value they can provide to themselves. This is also the reason why enterprises should do some publicity and display, because only in this way can they convey the brand concept of the enterprise to consumers, find consumer identity, and occupy the minds of consumers.

3. Communication channels.

No matter how good the article is, if the communication channel platform is not right, the effect is unsatisfactory. The communication channel of brand word-of-mouth marketing should be selected according to the attributes of the product, but no matter how you choose, the core is to choose the connection between the target user groups as the communication channel.

4. Data monitoring.

Any brand marketing campaign needs to be analyzed, and the same is true for brand word-of-mouth marketing, where data is used to measure and analyze its results. However, because word-of-mouth marketing often requires the use of other marketing tools, the data to be monitored should be specified according to the channel chosen.