Promovarea prin viu grai
sau altfel spus WOM – word of mouth.
O tehnica interesanta – utilizata in foarte multe domenii. Sa luam un exemplu: sa ne imaginam ca suntem in campanie electorala la coada la un magazin – unde in fapt sunt mai multe cozi, paralele. Doua persoane (sa spunem ca nu conteaza varsta sau statutul social) par sa se recunoasca. Sunt de la cozi diferite – si au si cateva persoane intre ele distanta, astfel ca vor vorbi mai tare. Sa ne imaginam in continuare ca ajung sa vorbeasca despre un candidat – ca sunt sau nu incantate, ca au vazut cu ochii lor – ceva de bine sau nu. Sunt mari sanse ca oamenii sa asculte cu interes discutia – iar daca persoanele care converseaza sunt alese bine, sa se ajunga chiar la dezbateri, poate chiar aprinse. Evident candidatul in cauza poate castiga sau pierde cativa votanti; sau poate macar va fi influentata parerea cuiva. Un exemplu pentru unii de neimaginat. Pentru altii poate nu neaparat legat de promovarea prin viu grai – decat prin extrapolare. Un exemplu care poate fi real si cine stie cati l-au utilizat deja.
Recomandarile au ajuns sa nu mai fie doar prin viu grai – ci sunt luate in seama si cele de pe bloguri, din reviste. Altfel spus, conteaza mult cine ce zice, indiferent de context: daca un blog este citit de un anumit public – numeros eventual – si pentru toti aceia o companie inventeaza ceva, iar cel ce scrie pe blog le prezinta acel produs, chiar cu caldura (poate pentru ca a primit produsul ca mostra, poate pentru ca e implicat in fabricarea sa, poate ca ii apartine unui cunoscut si motive ar mai fi) s-ar putea ca in urmatoarea zi sa se genereze multe comenzi. Sau macar discutii care sa poata duce la imbunatatirea produsului sau comenzi.
Cine recomanda? Recomandam noi lucrurile care ne plac; ne recomanda prietenii – sau ii recomandam – pentru serviciile lor, pentru pensiunile pe care le detin sau pentru produsele pe care le produc etc.
De ce recomanda? Aici sunt mai multe motive:
- pentru ca au fost rugati de prieteni/cunoscuti;
- pentru ca sunt multumiti de o anumita marca sau de un anumt produs;
- pentru ca au primit o mostra si au fost incantati astfel ca nu au decat cuvinte de lauda;
- intrucat cred cu adevarat intr-un produs/serviciu sau persoana;
- pentru ca ii sunt datori cu ceva persoanei care a produs acel obiect/soft etc.
Sunt asadar interese ascunse, dar sunt si pareri sincere. Sunt agentii care recomanda produsele si serviciile clientilor lor, dar sunt si necunoscuti care au luat pentru prima oara o gura dintr-un nou suc si pot spune ca este excelent si dat fiindca e si sanatos sa il laude mai departe.
Unde recomanda?
- in cercul de prieteni;
- la serviciu;
- pe email – tuturor cunoscutilor;
- pe messenger cu un mesaj pentru toti din lista (sau pentru cei mai multi);
- pe blog;
- la evenimente;
- la emisiuni;
- pe diverse site-uri – inclusiv cele cu un concept axat pe aceasta zona (de recenzii obiective) – precum e si *trender
si lista poate continua in functie de persoana care face recomandarile in cauza, de slujba acesteia si domeniul de activitate s.a.m.d.
Are intotdeauna succes? Evident ca nu se poate garanta succesul in orice tip promvare prin viu grai. Poti alege chiar tu purtatorul/purtatorii de imagine – sau poate fi o mare parte a publicului incantata. Se poate sa recomanzi un restaurant – si cu toate acestea lumea sa nu mearga acolo – pur si simplu pentru ca cei cu care ai vorbit nu au drum pe acolo, sau nu sunt atrasi de specificul acelui restaurant. Motivele pentru care nu functioneaza promovarea in acest mod pot fi si ele multiple – intalniti o parte chiar intr-un material de pe *trender.
O tehnica ce nu e infailibila. Un mijloc de promovare care nu poate fi in totalitate controlat; o modalitate in care oamenii isi manifesta atasamentul pentru o marca sau pentru un produs/serviciu ori o persoana. In sfarsit, o modalitate inclusiv de manipulare (daca se doreste acest lucru) – sau macar de persuasiune. Evident ca dupa ce o persoana recomanda ceva care nu este bun nu va mai fi luat in seama ulterior, sau se va considera ca are gusturi diferite de (cel putin unii dintre) cei carora le recomanda. Si la fel de limpede este faptul ca trebuie sa te gandesti bine cand recomanzi ceva – indiferent despre ce este vorba: vrei sa fii asociat cu ideea de persoana care a recomandat un anumit produs/serviciu? Iata doar cateva dintre ideile ce pot fi considerate si concluzii – dar care sunt si doar elemente dezchizatoare de noi si noi idei si perspective/analize.
Insemnari similare
multumim frumos pentru acest post pozitiv!
salutari din timisoara
ovidiu
Am incercat sa abordez si acest subiect – si era fireasca cel putin o trimitere la voi (continuam discutia de mai demult pe email curand sper).
Promovarea prin viu grai ramane insa fie un mit, fie un miraj, fie un soi de panaceu – in viziunea unora. E important sa ne dam insa seama ce influenteaza procesul decizional (de ce recomanda cineva ceva, cand si in ce conditii); la fel este important ca atunci cand se decide utilizarea tehnicii sa se inteleaga ca poate sa nu aduca acele rezultate dorite/visate. In sfarsit, trebuie de asemenea constientizat faptul ca avem promovare de acest fel spontana, neconditionata de vreo mostra/suma de bani/prietenie etc. si promovare conditionata – ca mijlocul/tehnica poate fi una care sa influenteze in bine dar care sa faca si rau, manipuland; ca poate insemna prezentare pozitiva dar si negativa – WOM negativ fiind extrem de greu de contracarat, mai ales daca se bazeaza pe realitate!
Mi-ar placea si niste exemple de campanii aici, pareri, studii – sau poate pr PRwave – la Case Studies sau Experts’ Opinion – astept propuneri 😉
referitor la de ce recomanda unii de ce altii nu…
in primul rind nu vom recomanda niciodata produse mediocre, ci numai produse exceptionale. De ce? fiecare dintre noi vom recomanda acolo unde avem “trecere” acolo unde sintem ascultati si unde reocmandarea ne poate ridica “statutul” social. daca recomandam un produs prost ne scade credibilitatea, iar acest lucru nu cred ca il vrea nimeni, de accea mai bine nu recomandam decit sa ne ardem
… cum se contracareaza WOM negativ – eu zic ca numai printr-o totala transparenta. response direct si la obiect la ceea cea stirnit WOM ul negativ. fara ocolisiri si musamalizari. da am gresit, voi face tot posibilul (sau am facut deja) sa nu se mai repete
ma mai gindesc la exemple…
ovidiu
Deci ne raportam de fapt la o notiune veche, la folclor. Promovarea prin viu grai are doua taisuri: ea poate fi constructiva, atunci cand este facuta de oameni in cunostinta de cauza, sau poate fi destructiva, cand e facuta de lideri de opinie si are un scop defaimator. Viul grai nu este controlat, nu poate fi cenzurat, daca este deformat voit, asa circula.
Loredana, am trecut de fapt sa te salut, am gasit pe un site link-ul de la blogul tau si m-am bucurat si de tematica de azi:))
Bine ai revenit, draga Greenfield. Si eu te-am vizitat – desi nu am mai apucat sa comentez.
Ma bucur ca tema de ieri ti-a placut – am vrut sa subliniez intr-adevar ca multe dintre notiunile ce par noi si revolutionare isi gasesc radacini vechi.
[…] Violeta-Loredana Pascal, director Prwave International, a dedicat un articol mega scris, detaliat si plin de invataminte temei Word of Mouth. Si cum nu exista Word of Mouth fara *trender (am vrea noi) ne-a pomenit si pe noi :). De trei ori, precum Petru de Isus. […]
Buna ziua,
Cautand tehnici de promovare pt restaurant si pensiune,am ajuns si la articolul de sus.
Este vorba de promovarea unei pensiuni ,construita dupa sistemul hotelurilor boutique si a restaurantului ce deserveste atat clientilor pensiunii cat si clientilor din afara acesteia.Restaurantul este cu specific italian si as putea spune ca a reusit sa se faca cunoscut ca fiind unul de elita cu un meniu deosebit,cautat pt ocaziile speciale.(functioneaza ,ca si pensiunea de altfel,de un an de zile).Cu toate acestea ,pe partea de trafic zilnic,nu putem spune ca a ajuns la un target normal de clienti.Care credeti ca sunt tehnicile potrivite de promovare pt un astfel de restaurant tinand cont de faptul ce este situat intr-o zona rezidentiala,un pic mai departe de3 centrul orasului.Trebuie sa va spun ca pret de 6 luni s-a facut o publicitate agresiva pe Kiss FM(6 aparitii zilnice),fie pe evenimente ,fie ca informare generala,iar la Antena 1(locala) a fost un spot ce s-a derulat 2 saptamani-6 aparitii zilnice).
Multumesc anticipat!
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