Faced with the misunderstanding of word-of-mouth marketing is undoubtedly a particularly important task at the moment.
Myth 1: Ignore the existence of negative word of mouth
Word of mouth is a double-edged sword, which can bring positive construction power to the enterprise, and also bring great destructive power due to the spontaneous spread of negative word-of-mouth. Moreover, the statistical dissemination of negative word-of-mouth is ten times faster than the positive word-of-mouth. Therefore, the handling of negative word of mouth must not be relaxed.
At present, many domestic enterprises are often at a loss when they are facing a crisis, or because they do not know how to grasp the degree, they adopt the ostrich policy and simply do not care. The problem is that bad influences don't automatically disappear, and you don't see that consumers don't look at them. So is it taking the initiative to stand up and break the silence? Still waiting for the rabbit, waiting for Others to talk about it? We believe that the company that chooses the latter will certainly be eliminated by the times. Not only will it not wait for the rabbit, but it will also waste a good time under the big tree.
As a company in the crisis vortex, we must consider how to harmonize our own interests, the public interest and the credibility of the media, and disseminate to the public the most realistic and objective situation in the shortest possible time to restore the good corporate brand. Word of mouth, to minimize corporate losses, and even passive to take the initiative, to take advantage of the potential to achieve further publicity and shape the corporate reputation.
After the recent outbreak of the "melamine" incident, is it a direct problem or a shirking responsibility? What do companies do? Everyone can see it! Sincere attitudes and strong remedies will make the public see the discouragement of being a dairy giant. So we saw a lot of voices expressing the affirmation of these straight-faced problems and timely solutions.
This is the attitude that should be addressed in response to negative word of mouth.
Myth 2: As long as the communication can get a good reputation, some people think that as long as the word-of-mouth marketing can create a good reputation for their door and window products, this is really too much misunderstanding. The most basic requirement for the formation of word of mouth is to ensure the quality of excellent products. The inferior and inferior products will not have a good consumer experience, and of course the formation of good word of mouth will not be discussed.
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 good word-of-mouth, instead of fabricating word-of-mouth, not to lie 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 uses it will not have a good reputation. So no matter how eye-catching the advertisements are, no matter how much influence the propaganda will create, it will not stand the test. The low complaint threshold provided by the online platform to consumers is more likely to deepen the defect of product defects, so that the propaganda work done in the previous period is all at the same time, and it is more likely to spend money to create negative for themselves.
Therefore, the product's own excellent quality is a solid foundation for good reputation.
Myth 3: Word of mouth marketing is the least restrictive way of communication
The original intention of many companies to choose word-of-mouth marketing is due to the restrictions and restrictions imposed by more and more laws and regulations in the process of communication. The word-of-mouth marketing on the Internet seems to be due to the low threshold of “want to sayâ€. Limited by the spread.
In fact, word-of-mouth marketing is also a moral constraint of self, and speculation beyond this range must have adverse effects.
Some time ago, an IPHONEGIRL incident only took place in a global network in just 6 days. It all originated from a post of a web user on a US forum called macrumors. After purchasing IPHONE, the online user found a photo of a Chinese girl in the phone and posted it to the forum. The girl confirmed that the girl was Shenzhen. The employees of the mobile phone testing production line of Foxconn Guanlan Technology Park did not delete the photos after detecting the IPHONE camera function. Since then, IPHONEGIRL has attracted a lot of attention on the Internet and has been transmitted virally. Some netizens set up a website specifically for IPHONEGIEL, and even more consumers of Apple joked: I am going to return my IPHONE because there is no such girl. The initiator of this virus was the webmaster from the Apple Product Lovers Forum. In order to reach the goal of increasing traffic, the webmaster registered the vest to create a beautiful IPHONE event.
From the point of view of word-of-mouth marketing, IPHONEGIRL is a good example of online communication and word-of-mouth marketing planning: a small incident was placed on the network, and the content was magnified by numerous browsing and reprinting, thus forming a huge effect. This is the typical "viral network marketing" word-of-mouth marketing application: through the word-of-mouth publicity of users, information spreads and spreads like a virus, using rapid replication to reach thousands, millions of audiences . In other words, by providing attractive information, “let everyone tell youâ€, through the promotion of others for you, the “marketing leverage†is realized.
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