Frenzy Marketing

Read the book "Marketing Madness": Why we can't help but talk about it!

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Madness Marketing: What is Infectious?

We all know that a popular product needs to be of good quality, inexpensive and well advertised, but why is it that sometimes some products are more popular than others? For example, if you are looking at free videos on Youtube, why do some ordinary videos have a high view rate? This is because some messages are more "infectious". What is infectious? It's the power of word of mouth, from one user to another, from one potential user to another. It could be a hyperlink from one person to another, or it could be the mention of a product in a conversation. Word of mouth is targeted because people naturally talk about a product or thing to those we feel need it, so it's highly accepted and can be targeted to a specific group of people, making it more effective than advertising.

While the concept of today's network marketing applications is very close to word-of-mouth, in reality, only 7% of word-of-mouth occurs online. just setting up a Facebook fan will not get people to notice, and will not allow users to naturally spread the word to their friends and family, so it is important to understand why people spread word-of-mouth, the science of social communication, in order to be contagious.

The Six Principles of Contagion

There are six principles of compelling messages, known as the STEPPS framework.

  1. Social currency
  2. Can be triggered by associations (Triggers)
  3. Highly motivated Emotion
  4. Exposure (Public)
  5. Practical Value
  6. Stories Package

Social Price

People like to talk about things that make them feel better about themselves. So if people feel that mentioning certain products or ideas can enhance their image, they are more likely to want to talk about them. What are the things that make people feel socially valued?

  1. Something that is intrinsically unthinkable: It may be something new, unexpected, or just plain fun. The author gives the example of using a blender to break up a golf ball.
  2. There are gaming mechanisms: e.g. airline memberships.
  3. Make people feel like "insiders": Limited quantities, limited hours, limited memberships, etc. are common methods.

Triggerable associations

The social price will get people talking, but the trigger will keep them talking.

There are two types of word-of-mouth (WOM), one is immediate and the other is ongoing. Immediate word-of-mouth means that it is mentioned to others immediately after it occurs, while persistent word-of-mouth means that it may be mentioned for a long period of time, such as a few weeks or a few months. Persistent word-of-mouth not only comes to mind naturally, but is also often stimulated by the surrounding environment, whether it be visual, olfactory, or auditory stimuli. Some product advertisements have been successful in creating powerful associations, such as the idea that you must drink a certain brand of beer during the holidays.

But the timing of the association is also important. If you're selling something, it's best to be reminded of it at the store, otherwise it may be difficult to trigger a purchase. For example, if you want to remember to bring a green bag, it's best to do it before you leave home.

Highly motivated

Physical excitement or emotional highs and lows drive people to talk and share, we have to excite people or make them laugh, we have to make them feel angry instead of sad, and even situations that excite people are more likely to get them to spread the word.

There is a lot of useful information out there that is not widely disseminated, the difference being that it is not highly emotional. When emotions are high, people tend to want to share them, whether they are positive or negative. This explains why very funny movies get a high viewership and fake news that is intentionally provocative gets spread far and wide. According to research, physical excitement also triggers more sharing. After exercise, people are more likely to share ideas and opinions.

Emotions that are helpful for sharing are so-called "high arousal emotions," including anger, anxiety, excitement, and awe. Some emotions are low arousal, such as sadness or contentment, and do not have an arousing effect. Here's an interesting way to understand the emotions behind sharing.

Write down why you think people do something and then ask three times: "Why is this important?" Write down your answer each time, and you'll find that each time you ask why you're getting closer to the answer; and you're uncovering not just the core of the idea, but the emotional feelings behind it.

exposure (e.g. of photosensitive material)

Sometimes it is not necessary to discuss with others, but it is more effective when others see the traces of how we use or touch something and naturally notice it. If a product creates "behavioral traces" of its use, it becomes a product that can be self-marketed without being mentioned by others. If you see people waiting in line, you'll think that restaurant is better.

To be strong, you must be seen.

Practical Value

People like to pass on useful information so that others will know about it.

People naturally like to help others, and sharing useful information helps to raise your social value. Therefore, messages that are perceived as highly useful are more likely to be shared. One of the most effective practical values is "value for money", which is why various promotional tactics are easily spread by word of mouth. However, the so-called utility value varies depending on the situation and the target audience. Content that is easily shared is usually packaged well and has the right audience.

We have to make it clear to people why our product, idea or concept is so useful that they have to hear about it by word of mouth.

Story Packaging

When there is a lack of relevant triggers in a conversation, people need a reason to bring up a piece of information, and a good story provides that reason.

People love to hear and tell stories, and if the message is part of the story, it goes out with the popular story. Many fables have been told over the centuries, and the moral of the story has been passed down with them. Stories provide a quick and easy way to get a message across.

One thing to keep in mind when using story wrapping is that the core message must be fully integrated into the story. Otherwise, people may only remember the story but not the message we really want to convey. An example of failure is the Evian mineral water commercial for ice-skating babies. Although it was the most watched online advertisement in history, people only remembered the funny images but not the mineral water, and the market share of Evian's mineral water fell instead.

We had to build our own Trojan Horse, a tool that would allow people to talk about our products, ideas or concepts while sharing stories.

what one learns from one's mistakes

Professor Jonah Borg of the Wharton School of Business is a well-known young marketing scholar and the author of "Marketing Madness". The author of this book, Prof. Jonah Borg of the Wharton School of Business, is a well-known young marketing scholar. In fact, I prefer the English title "Contagious: Why Things Catch On", which expresses the key points of the book very precisely. This is a book that analyzes the structure of "Contagious". In this book, Jonah Burger, the author of "Contagious. In this book, Jonah Borg analyzes the structure of contagiousness in an easy-to-understand way, helping us to understandWhy the message is spreadingThe reason for this is that the book is written in an easy-to-understand manner. The book is written in an easy-to-understand manner, and the author puts in many relevant examples in each chapter to illustrate the six principles. There are some repetitions of the six principles if you look at them carefully, but the concepts are clear and simple, making it a simple introduction to marketing concepts. For a more in-depth understanding of the concepts of marketing, we recommend that you refer toMarketing 4.0The


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