САРАФАННЫЙ МАРКЕТИНГ

3 ВИДА САРАФАННОГО РАДИО: пошаговая технология.

Определение: бесплатная форма продвижения, в которой довольные клиенты рассказывают своим друзьям, что они очень любят ваш бизнес, товар или услугу .

Из уст в уста, только так, основываясь на чужом мнении друзей, родственников и случайных прохожих совершают покупки, главное не перестараться. Этот бесплатный способ, является важным для любого бизнеса, каждый довольный клиент может направить десятки новых клиентов в ваш бизнес. И это один из самых надежных видов рекламы, потому что человек (сарафанщик) ставит свою репутацию, каждый раз под сомнение. Когда он ненавязчиво рекомендует, тем самым он ничего не выигрывает -это и есть сарафанный маркетинг в чистом виде. Что вы готовы сделать, для того, чтобы ненавязчиво рекомендовать свой бизнес, потенциальным клиентам? Как ты передашь полезную информацию о своем бизнесе из уст в уста?

Несколько советов, чтобы помочь вам генерировать информацию из уст в уста:

«Сарафанное радио» срабатывает именно в тот момент, когда клиент ожидал не того, чего хотелось. Это и есть ваш шанс, для того, чтобы действовать. Совершите опрометчивый поступок, чтобы ваши клиенты начали говорить о Вас, сделайте, что нибудь сумасшедшее.

Не зависеть от вашего персонала, чтобы сделать доставку слова-в-рот вашему клиенту «исключительный опыт клиента». Хороший клиент это служба привлечения клиентов, в ваши заведения. Заказчик который получает сегодня исключительный сервис не может быть уверен, что его друзья получат то же самое завтра, так что даже самый хороший сервис маловероятен, чтобы положить руку на сердце и дать рекомендацию. В глубине души, клиенты знают, что сервис обслуживания зависит от многих факторов, это может быть хорошее настроение продавца. Но даже у самых лучших сотрудников бывают плохие дни “человеческий фактор”.

Физические, невербальные высказывания являются самыми надежными  передав из уст в уста. Эти заявления могут быть деятельностью в области архитектуры, кинетическая и щедрость, но они должны идти не как прямая реклама, а чисто как непринужденный рассказ о том, как вас обслужили на высшем уровне. Вот некоторые примеры этих видов привлечения клиентов:

  • Архитектурная. Магазин в виде пианино, который выглядит как огромный фортепиано, с черными и белыми клавишами, образующих длинные тенты над крыльцом. Прозрачный-нижний этаж, который позволяет клиентам видеть, что происходит на этаже ниже них. Вы помните, когда Макдональдс начал строить добавленные площадки для всех своих ресторанов? Это реально работает как магия, уже более 20 лет.
  • Кинетическая. Бросать свежую рыбу от одного работника другому на рынке, где нибудь в Тайланде. Волшебно, когда повар вертит ножами в присутствии клиента в японском ресторане. (А как же крик громкой и смешной церемонии, в ходе которой вы бежите стенку на стенку, печете блины, а в конце сжигаете чучело? Каждый, кто посещает, зарубежные страны возвращается домой с рассказом бытия «с визгом».) Хотя это может показаться на первый взгляд как кинетическая из уст в уста. Кинетический из уст в уста триггер постоянно наблюдается со стороны руководства. Это не «служба поддержки» это опыт доставляемый в частном порядке.
  • Щедрость. Готовы ли вы стать известным шеф поваром в ресторане, что позволит гостям купить- десерты из самых дорогих десертов? Вы можете покрывать жесткую стоимость этого десерта в недорогих ценах ваших блюд и напитков. Мука, масло и сахар дешевая реклама. У Вас ювелирный магазин, вы готовы стать известным магазином включив бесплатную, дополнительную услугу по замене батареек для часов, даже когда клиент не покупал ничего и не купит часы в вашем магазине? Батарея и ее замена стоят меньше, чем любое ювелирное украшение в вашем магазине.

Деятельность в области архитектуры, кинетической и щедрости: это мука, масло и сахар эффективный сарафанный маркетинг. Вы готовы положить эти богатые ингредиенты в рот своей клиентуре, для того, чтобы они передали потенциал из уст в уста другим людям (потенциальным клиентам)?

Определить бюджет, чтобы доставить кайф, который будет передаваться с помощью сарафанного радио. Иногда бюджет сарафанного радио будет инкрементный, поэтому его стоимость привязана к счету клиента. Этот вид рекламы нуждается в капитальных вложениях, так чтобы возврат вложенных средств удерживался из вашего рекламного бюджета. Самая большая опасность не в перерасходе, а в отношении расходов денежных средств к притоку покупателей.

Не обещаю, что эти виды объявлений сработают. Хотя очень заманчиво обещать, вы рассчитываете на дополнительный приток, и эти обещания исключат возможность ваших клиентов становится вашими сарафанными послами. Почему клиент повторяет то, что вы говорите о себе в рекламных объявлениях? Вы должны позволить вашим клиентам, доставить хорошие новости. И не в коем случае, не грабить своих сарафанных послов.

Помните, что сарафанный маркетинг лучше любой рекламы!

ВСЕМ ДОБРА!

 

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