If you want others to talk about or even spread something, you must have an attractive event content and topic, especially for the market behavior that needs large-scale dissemination. The content of word-of-mouth communication should include five elements: momentum, novelty, interests, disputes and privacy.
1. Take advantage
The characteristic of word-of-mouth marketing is to be small and broad, and be good at using all kinds of powerful potential energy for your own use. We can rely on natural laws, policies and regulations, emergencies, and even the potential energy of powerful competitors. For example, Jin Junmei is a means for the local government to take advantage of the situation to push black tea to a climax.
The brand of Qingyaiyuan is to use the trend advocated by social morality and etiquette to form the competitiveness of the brand, take etiquette as the brand entry point, and form unique low value.
2. Benefits
In life, we pay more attention to and talk about various things related to our own interests. For example, the livelihood issue was rated as the topic of more discussion among the people in 2011, which shows this. Therefore, word-of-mouth marketing must link the content of the communication with the target audience directly or indirectly, with interests as the link.
3. Novelty
Word of mouth marketing is also called viral marketing. Its core content is the virus that can "infect" the target audience - events. In today's era of information explosion and media proliferation, consumers have strong immunity to advertising, even news. Only by creating new word-of-mouth communication content can they attract public attention and discussion. The incident of Zhang Ruimin smashing the refrigerator was a hot topic at that time, and Haier's quality awareness was widely spread and praised. Later, similar behaviors of other enterprises were reported, and almost no one paid attention to it. Because people are only interested in novel, occasional and priority events, the content of word-of-mouth marketing should be novel and unique.
4. Disputes
Controversial topics are easy to cause widespread communication, but disputes often have some negative content. Enterprises should grasp the scale of disputes when communicating word of mouth, so that disputes can develop in two positive opinions.
5. Privacy
Many events that have been widely spread used to be secrets. This is because everyone of us has an interest in exploring secrets. The more secrets, the more we can stimulate our interest in exploring and discussing. (Zhou Bo)