(a) choose the path of marketing, pay attention to the basics of the work
Look out for good reasons why the target consumers want to come to your hotel to consume, think clearly about the specific values and hobbies tendency of these consumers have; clear which specific groups can be the brand advocates you need to focus on chasing: innovative consumers, avant-garde consumers, the middle group of consumers who go with the flow, and the backward consumers; clarify the decision-making stages required for the target group to accept the brand: firstly, find out the phases that prompt consumers to decide to spend money, and what kind of content can motivate them to make a decision; on the basis of the above insight, find the core messages that can motivate consumers to take action; design a brand that can help consumers to take action; design the brand that can help consumers to take action; design the brand that can help them to take action. On the basis of the above insights, find the core messages that can motivate consumers to take action; design and create persuasive and stimulating word-of-mouth sources and delivery channels; and accordingly design and implement a word-of-mouth marketing program.
(2) Cultivate consumer leaders and emphasize the role of "opinion leaders"
The development and dissemination of any industry cannot be separated from the influence of some consumer leaders. Sometimes, the influence of consumer leaders can drive the development of a brand. Traditional marketing believes that only those consumers who are able to consume and likely to buy products are the target consumers, so companies only need to tell these consumers about their products. But in fact, the object of corporate communication in the middle, there is a class of "experts", they do not necessarily consume, but they like to comment, once a business into their sights, it will become the object of their comments, a little inattention may also become the antithesis of what they take out to go around preaching, these people are These people are "opinion leaders". Each enterprise faces the market have some opinion leaders, such as IT industry, many critics can rely on a widely circulated article will be an IT company's business strategy is worthless, but also may make a company's reputation. Enterprises need to pay attention to these opinion leaders, especially those very discerning consumers, who are not only good purveyors of opinions, but also counselors who provide decision-making to enterprises. Enterprises should provide a sufficient wealth of information to opinion leaders, so that they have an accurate understanding of the enterprise and do not go to misinterpretation, if necessary, can also be combined with some public relations activities, they will be organized to positively spread your products and services.
Characteristics of consumer leaders: individuals with a wide range of social contacts, often need to socialize or accept meals, have a certain social status and influence. For example: government civil servants, officials, media reporters, advertising personnel, senior staff of enterprises and institutions, unit leaders and so on. Catering hotels as long as to capture some of these consumer leaders, will soon be able to capture a number of loyal consumer followers. Formation of the role of leadership demonstration.
(C) pay attention to every customer interested in the enterprise
Many companies will now be "customer-oriented" as a strategy or business philosophy, but very often, this orientation in the implementation of the bias, such as service personnel in order to promote more dishes and services, often do not take into account the customer's needs. For example, in order to sell more dishes and services, service staff often do not take into account the customer's needs and chatter, or to those who can not make up their minds, or even for those who do not seem to be the target customer cold eyes, these behaviors are the source of people to spread negative information. In the consumer experience, they are more likely to remember the performance of the shortcomings, the so-called good things do not come out of the door, bad things spread a thousand miles is the truth, a little bit of shortcomings for people to remember far more than ten points of good performance. Therefore, the enterprise to win a good reputation, we must let every customer smile and go, although some customers do not necessarily come to consume and buy your things, but your performance will let them enjoy, they will take the initiative to help you spread your difference and your hospitality, many times, some customers will also be impressed by your sincerity and change their minds. Good service is an important factor in the formation of a good reputation, although many companies believe that this will cost a lot of labor costs, but compared with those who annoy consumers advertising, which input is more cost-effective? Hotel to think more for consumers, more consideration for consumers to feel a little, more attention to their voices a little, the hotel can save a little, and can also earn a little more.
(D) take the initiative to create some people word of mouth
What makes people think and remember you? What makes people automatically recommend you on certain occasions? In addition to leaving consumers with a pleasant consumer experience, it is very important that companies want to plant the seeds of word of mouth in consumers, to let people take the initiative to communicate with others and recommend you, these rely on the value-added services provided by the enterprise to the consumer, and even some additional things, it is like eating something, only aftertaste of something people can remember for a long time. So as a hotel, how do you create word-of-mouth for your customers?
1, give a small gift beyond the consumer's surprise. People buy your products if you get unexpected gains, they are often very pleasant, and will show others their value for money, therefore, and your products related to the by-products or printed with the company's logo of the small products, and even some of the consumers like small gifts, such as keychains, calendars, phone cards and so on are very good word-of-mouth marketing tools.
2, remember to give customers a beautiful contact card, hotel brochures or company publications when they leave. Whether consumers are not interested in your stuff, they will be willing to collect some things that look beautiful, so printed with your company address or product introduction of beautiful cards, product manuals or internal publications for them will be the props of future memories, if someone comes to the hotel to consume, you do not even begrudge them two such gifts, because consumers usually introduce to other people, the Also want to be able to give someone else to send a can prove that you can give them one more, they will be gratuitous to become your salesman, especially in the consumer to take the initiative to want when you do not hesitate to give her, because they want more of these things with your information often because of the like, because they are going to go to show off with others.
3, regularly have some customer reward activities. Every year you have to have some period of time for promotion, or sales of gratuity activities, such as in the holidays or in the annual celebration of your business, these activities can make consumers feel that you are concerned about them, they will often come to consume because of such a day, and even groups of people will come to support you, but pay attention to can not be every day like this, and can not be the name of the game, we must make the gratuity to become a consumer really received! The activity of the benefit.
4, so that consumers become your valued customers. Every consumer wants to become a VIP of the enterprise, for example, in the bank or in the telecommunications business hall for procedures, consumers want to be able to get priority service, in the restaurant, consumers want to come next time you can remember him and give him some preferential treatment, therefore, for the enterprise, to the customer discount card, VIP card, to give consumers their favorite special services, will make your products or services fine.
5, in the premise of not disturbing the customer more to provide them with some consumer guide. Consumers want to have professional consumer counseling, therefore, the enterprise launched a new product or service, we must give consumers more consumer guide, such as product manuals, or experiential activities, to allow them to be able to directly perceive the value of your products and services and features, therefore, to consumers mail customer manuals, and timely delivery of information on the enterprise for them to form a good impression of your very important. important.
6, pay attention to the customer's view. When some customers make suggestions to you, do not tell them that these can not be done, you have to collect their views, or at the appropriate time to tell the customer what measures you have taken, consumers want their views to give guidance to the enterprise, if your staff to find excuses or do not correctly treat these views, will be a big blow to the enthusiasm of consumers, if necessary, and even publish their opinions to make them feel valued. They will surely go on to preach their stories of giving you their opinions for these practices of yours, thus attracting more people to patronize your business.
Marketing should not only pay attention to the behavior of consumers, but also pay attention to the mouth of consumers, therefore, in the new marketing era, we not only want to ask consumers to pay attention to, we also want to ask consumers to say, so that they use every possible opportunity to whisper, word of mouth those things that leave a good impression of them, because only people widely spread will cause more people to pay attention to, which is more effective than the advertisement. This is a longer and more effective effect than advertising.
(E) credibility is the key to word-of-mouth communication
1, word-of-mouth marketing work principles:
2, frank disclosure of the facts you observe;
3, not only to publish good news, but also to publish bad news;
4, in a natural human tone of voice to convey the information;
5, for the criticism to be Tolerance and generosity;
6, if you have done wrong, you may as well frankly admit the mistake;
7, if you do not know the answer, do not pretend to understand;
8, never deliberately hide the facts and important information;
9, recognize the existence of competitors, and to treat them with fairness and frankness;
10, strive to be credible authority on the hotel, industry and product you represent.
In the world of word-of-mouth marketing, the less control and the less businesslike the communication, the better. People are beginning to understand that there is an inverse relationship between control and credibility, and that less control means more credibility. The PR industry has long understood this, and through conversations with market analysts and journalists, PR professionals are able to gain a third-party buy-in that is unmatched by any form of advertising. Good word-of-mouth marketing can naturally amplify the credibility of this consumer recognition thousands and thousands of times.
(F) to train customers into the enterprise's "volunteer marketers"
Surveys show that more than 40% of the customers are through the verbal publicity of others to obtain information about the hotel. Therefore, the word of mouth of the hotel's old customers is an important channel of communication of hotel marketing information. On the other hand, word of mouth has many advantages over other marketing communication methods. First of all, word of mouth is a kind of "present statement", which is more capable of gaining the trust of other customers. Secondly, word-of-mouth publicity is spread in a cluster manner, so it has a wide range of dissemination, fast.
Two, the second major aspect is to achieve better results through online promotion of your website, including the following 3 small aspects:
(i). Give your website and products to bring a good reputation, improve the site's visibility and credibility
Use Baidu know, SoSoQi, Tianya Q&A, and other Q&A sites can create a lot of positive information about your website, your products or your brand. As we all know, the crisis of confidence has led to people's vigilance is very high, life is full of traps ah! Not to mention the Internet, the Internet trust crisis is currently a serious constraint on the development of e-commerce is one of the factors. So a lot of positive information (the prerequisite is that you have to have real products) can greatly reduce your target customer's vigilance, improve your product turnover. In the manufacture of such a large number of positive information is very simple, do not need to add a link to your site, so it is easy to pass the audit, the key is the need for you to do a good job of optimizing the relevant keywords.
With the development of the domestic Internet, the number of Internet users, online shopping will be more and more; do the e-commerce for a few years, found that many Internet users in the online shopping before the first to understand the evaluation of the site, to understand the credibility of the site or the product, how to understand it? Nothing more than in the Q&A site or forum to search the site or the product evaluation information, or with:: "so-and-so site of so-and-so product how? So-and-so site of so-and-so product is good?" And other questions in the search engine to search for some of this site or this product evaluation information, there is to see some of the site has purchased the customer's evaluation and so on some way. Know the customer through which channels to understand your website, understand your products, on these channels to spend some effort, and this is relatively easy to do. Target customers once interested in your products but out of some concern and hesitation, once you see the evaluation of your website or product positive information will greatly strengthen his determination to buy, on the other hand, did not find any information about your website or product may be looking for a better reputation, credibility of the website to buy, if you find the negative information about your website or product that this target The possibility of the customer transaction is relatively small. So a lot of positive information about your website or product will help to improve the visibility and credibility of your website or product.
(ii) at the same time can also give the site to bring target customers, improve site sales
The above has been said to use the Q&A site to your website and products to create a lot of positive information, especially the search engine under the Q&A site, such as: Baidu know, Soso ask, etc., Sogou Q&A, etc., because of the products of the search engine under the engine itself, so have the advantage of ranking in the Manufacturing information at the same time appropriate to do some keyword optimization, it can be very easy to rank to the first page, through these keyword rankings will allow your target customers to find your website or product; in the manufacture of positive information as much as possible in the form of a soft reflection, and then well into the keywords, the number of such information and the size of a certain degree, you can effectively increase the visibility and influence of the site. Influence. (The prerequisite is to have the real effect of good products, and ultimately to achieve twice the result with half the effort, if it is a second-best, fake products will never do a long time.
(C) we have to choose the right advertising, to achieve better publicity
1, real. The so-called real, that is, word-of-mouth communication can be exaggerated, but never detached from reality.
2, have their own characteristics. If it's a popular brand with no unique aspects of its own, then why choose your product?
3, advertising should be moderate. More than a limit of advertising, will bring the opposite effect, or this saying: the opposite of what is extreme.
4, professional. To rationally design the implementation of word of mouth strategy must find a professional word of mouth integration company.
The effect of word-of-mouth marketing communication is self-evident, the means are also different, to be good at discovering and utilizing all available resources.
Third, the third aspect of the importance of word of mouth marketing program design includes the following six small aspects:
(1) the positioning of the dissemination of groups
This is the most fundamental and most need to be clear about something, there is no positioning of the object that you want to disseminate, it is simply not possible to play the maximum effect. Imagine originally to sell petroleum instruments and equipment, but the dissemination of group positioning for students, you can imagine so you can not accurately market the product to the business.
(2) the choice of dissemination points
First of all, the product is analyzed and processed, to find the selling point, the selling point to be worth the user to discuss, so that the user is interested in stimulating the excitement of the user. Of course we prefer this communication point is unique, or in other words the best service.
(3) Choice of communication channels
If you are afraid of the negative impact on your own brand, then try to avoid tactics such as mass mailings, SMS and other tactics that the world loathes (special note: manual mass mailings and machine mass mailings are the same in nature, they are all garbage). In addition to word of mouth, what other communication channels are more popular? Of course, some of the current dominant network services, such as QQ, BBS, etc.. In the choice of dissemination channels, I think there is a more important point is that, avoid generalization, such as BBS we can not all the earth BBS we go to each shout some right? Pick some professional counterparts to better results. Choose a good channel, there is also a source of mutual diffusion and dissemination between users.
(4) so that the user in the shortest possible time to understand the theme of dissemination
Some advertisements in the user to see a few times can not understand in the end to publicize what the theme, can not help but say it is a failure of the work. In word-of-mouth marketing itself has higher requirements for the clarity of the theme, because if the theme is not clear in the process of information diffusion, it will cause errors in the dissemination process, and the wind may turn into rain. Especially in the network, the user has the supreme power to use the choice, so do not annoy them, let the user quickly understand the theme, to the user to spread the excellence of the product.
(5) Let the user understand the value of the product
The best marketing program, the most creative Idea, if there is no value to the user, then it will lose the power of word of mouth from one user to another. This is true in real social networks, and even more so on the Internet. It is much harder for a product to get good word-of-mouth than it is to get poor reviews in the Internet. That's why the value of the product is so important in word-of-mouth communication.
(6) Let the user benefit
The product is not enough to have value, the key is to let the user benefit. Benefit from a variety of things, learn something is to benefit, buy a good price is to benefit from the product. How does the school network benefit the users who spread the word in the first place? Small gifts, points, make friends, these are the use of the characteristics of the college community. This one also motivates users to spread the word for your product.
In the process of word of mouth, the most important thing is the user or consumer, the success of the enterprise must be centered on the customer, this is the invariable truth.