市场营销学之36个树立品牌的方法.ppt

Setting WOM Wildfires - A Distinct Marketing Approach Six Core Human Instincts on Why We Talk Still Need Convincing? Agent Wildfire - Tapping The Customer’s Three Roles Agent Wildfire’s Word of Mouth Success Formula Category and Brand Situational Sweetspots Word of Mouth Flavours Product seeding/intervention Influencer/ambassador programs User generated content/media Viral Advertising/Marketing Advergaming/virtual worlds Experiential marketing Buzz/guerrilla marketing Grassroots/Cause marketing Social media (blogs, podcasts) Social Networks Brand Communities Wiki Brands – Palette Of Tactics Three Basic Reasons Why Ideas Spread The 36 Reasons Why People Word of Mouth I. It’s Who They Are – The 20-10-1 Rule #1 - Passionate About The Topic Insider’s Guide to Style -daily email service providing the scoop to whats hot, new, and undiscovered Trend-savvy Audience Spread - started from 700 initial members, now counts 1.2 million subscribers across 12 major cities Takeaway – “Know Thyself Find Your Clique” distinctive voice same friendly character focus on the reader experience consistent flow of content #2 - Logo Lovers Tattoo-worthy David vs. Goliath Pop Culture Participant Grassroots Philosophy Practice - “Put yourself in the mind set of the person on the street and whats important to them. Provide variety Find out what their customers think about proposed new products Involve their customers with social causes. Takeaway – “Embrace your customers – make your brand a lifestyle statement” #3 – Knowledge Seekers The Marketplace Authority - expert, independent non-profit with the mission to work for a fair, just, and safe marketplace “Test, Inform, Protect” Mission - to empower all consumers to protect themselves, influencing millions of experts and purchases Valuable Information – 4 million members and the largest website with paying subscribers in the U.S. (+1 million) Takeaway – “Be the Authority” - maintained lofty and strict standards #4 -