In the age of high technologies, the Internet and television, people trust advertising less and less. The opinion of a friend, the opinion of a neighbor and the delight of one of the relatives will push you to buy some product much faster than the happy smile of a stranger on TV. Smart marketers are actively using this principle for their own purposes.
Spreading rumors, exchanging opinions, and advice can be summed up in one word, word of mouth. This is one of the principles of marketing, in which the promotion of a product is not carried out openly in the press, television or radio, but covertly. Social networks, forums, blogs are the main platforms for word of mouth.
How does word of mouth work? When a person needs a certain product, be it a car, household appliances or cosmetics, he tries to collect as much information as possible about it. Asking the opinions of friends and relatives, reading reviews on the Internet, studying the information on the manufacturer's website, a potential buyer forms his opinion and is determined with a choice.
How to use word of mouth for your own purposes
For the effect of word of mouth to be better and faster, it must be controlled. This can be done in several ways.
Launch the virus. A virus means any bonus or information. For example, when buying equipment in a store, the client is given a cumulative bonus card and three small cards in the form of key chains, which must be distributed among relatives. When one of them makes a purchase, bonuses for it will be credited to the main card. Thus, by word of mouth, relatives transmit information that they need to purchase a bonus card for themselves too.
Get experts on your side. Choosing an unknown product or new service, when there is no one to consult with, a person will most often start looking for information in articles and blogs. By engaging an expert in the field, you can generate a positive reaction from the audience. For example, when opening a new restaurant, you should invite someone from popular restaurateurs or critics. They will receive a high level of service at your expense, and you will receive positive feedback on the network in exchange for a treat.
Social media is also a great platform for word of mouth. Groups and communities can be both on behalf of the manufacturer and on behalf of consumers. Moreover, “own” person can organize a group of satisfied customers.
How to send a word of mouth message
First, it is necessary to clearly formulate the goal of the marketing campaign: launching a new product, opening a new store, attracting new customers, etc.
Next, you need to formulate the message that will be transmitted. For example, an invitation to test a product or a free first lesson.
Determine who will spread the message: experts or the users themselves. And the ways in which the message will be transmitted. These can be groups on social networks, forums, presentations.
Monitor the radio by judging people's opinions. If these are product reviews, you need to ensure that there are more positive opinions. You can cheat and fabricate a few reviews yourself, but it is better to take into account the shortcomings that people talk about and correct them in time.
