Hardware Marketing Strategy

Word of mouth is the sword of enterprise development and can even open a bright avenue. It is this principle that often says ten, ten, and one hundred. Today's word-of-mouth marketing is a way for companies to provide consumers with the products and services they need in the context of market demand surveys. This enables people to understand products, establish brands, strengthen market awareness, and ultimately achieve the goal of selling products and providing services. .

The word-of-mouth marketing of the hardware industry needs to be divided into three steps, the first step, and the encouragement. The second step, value. The third step, return. How do you do the first step? The mainstream people who are rushing to follow trends and consume products, even if they are the first to experience the reliability and superiority of the product, they will also disseminate the texture, raw materials and efficacy of the product itself to the surrounding circle of friends. Or tell the product company, business 5S system, careful service experience around, and then lead others to follow a new product, a popular song or new business. People who pass information are not sincere, word-of-mouth marketing is ineffective, and they lose the meaning of word-of-mouth communication.

Any hardware company wishing to achieve brand promotion through word of mouth communication must try to meticulously modify the product and improve the concept of a sound and efficient service value in order to achieve the best results of word of mouth marketing. When consumers obtain product information through media and word-of-mouth and generate purchases, they hope to receive corresponding returns. If the products or services provided by profit-making enterprises allow the audience to feel value for money, they can then smoothly and short-term products or services. The concept is promoted to the market to achieve low-cost profit.

Word of mouth marketing has been called “viral marketing” by people in the industry because of the influence of its spread. Many entrepreneurs will find that products have a good reputation and will generate greater profits. In foreign countries, there are many marketing staff to study it. The new business of SNS and Weibo will also more completely package the entire market.

Using powerful word-of-mouth mechanisms to influence consumers, word-of-mouth marketing should follow five basic principles.

Principle 1: Tell a Touching and Interesting Story

There is an old saying in China: It's not a word, it's not far off. To be successful, word-of-mouth marketing must be "transmissive." In other words, there must be a reason why people are willing to "spread this story." It can be fun, moving, controversial or even a joke, but most importantly, it must be able to convey a positive message and it is delivered by the consumer himself. Businesses should prepare a synopsis and allow consumers to add their experiences and experiences to the story and make it a consumer's own story.

Principle 2: Magical use of ordinary consumers to deliver word of mouth

Many companies like to use “experts” who are considered to have a lot of background knowledge about products to help promote products. However, since there are not many “experts” in the product, this type of word of mouth propaganda usually does not go very far. If you use ordinary users to promote, the success rate will be much higher, as long as they are the targeted segments, to ensure that the information reaches the target consumer groups. For example, Lipton launched a word-of-mouth publicity campaign in China. It launched free tea and snacks in designated cities, targeting white-collar workers and their friends in high-end office buildings. As long as they leave their office address and mobile phone number on Lipton's website, they can give them free tea and snacks. The news quickly spread. Suddenly, many office white-collar workers began to order tea for friends and colleagues. In just two weeks, Lipton distributed more than 200,000 "packages."

Principle 3: Collect feedback

Once consumers start using a product or service, they will inevitably have feedback. Gathering their feedback and improving products or services accordingly is another best way to strengthen word of mouth. For example, Siemens (China) established a "consumer club" where consumers can participate in activities and product training organized by the Siemens Service Center; the company also regularly holds consumer meetings to collect feedback on products and services, and then based on these Feedback to improve their own product development and services in China. On the other hand, Siemens pays attention to consumers and actively listens to feedback on their opinions. It also becomes a topic for consumers to conduct word of mouth publicity.

Principle 4: Measuring effectiveness

As with any marketing measure, we must also measure the effectiveness of word-of-mouth marketing. While more traditional marketing standards such as improving primary awareness may be useful, we should also consider indicators that can specifically reflect the effectiveness of word of mouth marketing. This includes not only quantitative standards such as word-of-mouth links or number of web page entries created by marketing, but also qualitative factors such as people’s comments and key concerns in blogs.