目录
ToggleShanghai Word of Mouth Promotion: Services and Fees
In Shanghai, a highly competitive business metropolis, word-of-mouth promotion is crucial to the development of an organization. Good word-of-mouth not only attracts more customers, but also enhances customer loyalty and trust, laying a solid foundation for long-term development. The following are the common word-of-mouth promotion service programs in Shanghai and the corresponding cost.
I. Service lines
- Softwriting and Publishing
- Content of the project: A professional copywriting team writes high-quality soft copy based on the characteristics of the enterprise and the advantages of its products or services. The content of the soft text is vivid, interesting, can attract the attention of readers, and skillfully integrated into the enterprise's brand information and publicity points. After the completion of the writing, the article will be released to the major well-known online media platforms, industry forums, blogs and other channels, in order to expand the influence and visibility of the enterprise.
- dominance: Soft text promotion has a high readability and credibility, can let potential customers in the process of reading gradually understand the enterprise, produce goodwill and trust. Moreover, once the soft text is released, the retention time on the network is longer, and can continue to bring exposure and traffic for the enterprise.
- give an exampleFor example, a newly opened restaurant can attract the attention of food lovers by detailing its unique dishes, cozy environment and quality service through softwriting. Posted on food-related online platforms and forums, it can attract a large number of potential customers to dine.
- Social Media Promotion
- Content of the project: Utilizing popular social media platforms such as WeChat, Weibo, Jitterbug, etc., we develop exclusive promotional programs for enterprises. This includes creating an official corporate account, regularly posting attractive content such as pictures, videos, text, etc., interacting with users, and organizing online activities. Through the communication power and influence of social media, we can quickly improve the reputation and brand image of enterprises.
- dominance: Social media platforms have a large user base, and can quickly deliver the enterprise's message to a large number of potential customers. Moreover, users can directly interact with the enterprise on social media, and the enterprise can timely understand the needs and feedback of users and improve user satisfaction.
- give an example: A cosmetics brand created an official public number on WeChat, regularly publishing beauty tutorials, product trial sharing and other content, attracting a large number of fans. At the same time, the brand expanded its influence by organizing online lucky draws and encouraging fans to share information about the brand.
- Word of Mouth Q&A Promotion
- Content of the project: On Q&A platforms such as Baidu Know, Zhihu, Sogou Ask, etc., professional and accurate answers are provided to enterprise-related questions raised by users. The content of the answer should not only solve the user's questions, but also skillfully publicize the enterprise's products or services, leading the user to have a good impression of the enterprise.
- dominance: Q&A promotion can directly solve the user's problems and improve the user's trust in the enterprise. Moreover, the search weight of the Q&A platform is high, and the answer of the enterprise can get a high ranking in the search engine and increase the exposure of the enterprise.
- give an example: When a user asks on Baidu Know "Which renovation company is better in Shanghai?" The word-of-mouth promotion team will answer in time, detailing the advantages, cases and services of the renovation companies we have worked with, and guiding users to choose the company.
- Video Marketing
- Content of the project: Produce creative and attractive videos to showcase the products, services, corporate culture and other aspects of the company. The video can be in the form of enterprise promotional video, product demonstration video, user case sharing and so on. After the production is completed, the video will be released to major video platforms, such as Youku, Tencent video, Aikiye, Shake, etc., for wide dissemination.
- dominance: Video has the characteristics of intuition and vividness, which can quickly attract the attention of users and let them understand the enterprise more deeply. Moreover, video spreads fast and can get a lot of exposure and attention in a short time.
- give an example: A fitness club produced a wonderful video showcasing its state-of-the-art fitness equipment, professional coaching team and comfortable environment, which was posted on the video platform and attracted a large number of fitness enthusiasts to inquire and enroll.
- event marketing
- Content of the project: Plan and organize influential events, such as new product launches, public welfare activities, industry seminars, etc. Through the organization of events, attract the attention of the media and the public to improve the visibility and reputation of the enterprise. At the same time, in the process of publicizing and promoting the event, skillfully incorporate the enterprise's brand information to enhance the enterprise's reputation.
- dominance: Event marketing can quickly increase the popularity and influence of enterprises, so that they can get a lot of attention and exposure in a short period of time. Moreover, by organizing meaningful events, it can establish a good social image of the enterprise and enhance the recognition and trust of users.
- give an example: An environmental protection enterprise organized a public welfare environmental protection activity, invited the media and the public to participate, demonstrated the enterprise's environmental protection concepts and technologies, won wide praise from the community, and enhanced the enterprise's reputation and brand image.
II. Costs
- Softwriting and Publishing
- Cost components: The cost of soft copy creation depends largely on the word count, difficulty and quality requirements of the article. Generally speaking, the cost of creating an ordinary soft article of about 800 words is between 200 - 500 yuan. If it is a more professional and demanding article, the cost may be higher, reaching 800 - 2000 yuan or even more. Publishing costs vary according to the different publishing platforms, some well-known online media platforms publish a soft article costs ranging from 500 - 2000 yuan, industry forums and blogs publish costs are relatively low, generally between 100 - 500 yuan.
- Overall costsIf a company needs to conduct long-term softwriting promotion and publish 5 - 10 softwritings per month, then the monthly cost is around 3,000 - 10,000 RMB.
- Social Media Promotion
- Cost components: The cost of social media promotion mainly includes account operation cost, content creation cost and advertisement placement cost. Account operation costs are generally between 1000 - 3000 RMB per month, including daily maintenance of the account, fan interaction and so on. The cost of content creation depends on the form and quality of the content. The cost of image and text creation is relatively low, around RMB 2,000 - 5,000 per month, while the cost of video content creation is higher and may cost RMB 5,000 - 20,000 per month. The cost of advertising depends on the form of the advertisement, the platform and the length of the advertisement, etc. The cost of each advertisement ranges from 1,000 - 10,000 RMB.
- Overall costs: Taking into account the costs of account operation, content creation, and ad placement, a business can spend around $5,000 - $30,000 per month on social media promotion.
- Word of Mouth Q&A Promotion
- Cost components: The cost of word-of-mouth Q&A promotion mainly includes the labor cost of answering questions and the cost of platform promotion. The labor cost for answering a question is generally between 5 - 20 RMB, and the cost may be reduced if a large number of answers and promotions are needed. The cost of platform promotion depends on the rules of the platform and the way of promotion, some platforms need to pay a certain amount of money to let the answer get higher exposure, and the cost of each promotion ranges from 100 - 500 RMB.
- Overall costsIf a company needs to conduct long-term word-of-mouth Q&A promotion, answering 100 - 200 questions per month, and at the same time conducting certain platform promotion, then the monthly cost will be around 2,000 - 5,000 RMB.
- Video Marketing
- Cost components: The costs of video marketing mainly include video production costs and video distribution costs. The cost of video production depends on the length, difficulty and quality requirements of the video. Generally speaking, the production cost of an ordinary video of 3 - 5 minutes is between $5,000 - $20,000. If it is a high quality and creative video, the cost may be higher, reaching $50,000 - $100,000 or even more. The cost of video publishing varies depending on the publishing platform, with some well-known video platforms charging $1,000 - $5,000 to publish a video.
- Overall costs: If a business needs video marketing and produces and publishes 2 - 3 videos per month, it will cost about $15,000 - $50,000 per month.
- event marketing
- Cost components: The costs of event marketing mainly include event planning costs, venue rental costs, guest invitation costs, publicity and promotion costs, and so on. Event planning cost depends on the scale and complexity of the event, generally between 5,000 - 20,000 yuan. Venue rental cost depends on the size, location and usage time of the venue, generally between $10,000 - $50,000. The cost of inviting guests depends on the popularity and influence of the guests, and generally ranges from $5,000 - $20,000. Publicity and promotion costs depend on the publicity channels and promotion methods, generally between $10,000 - $50,000.
- Overall costs: Taking into account the costs of event planning, venue rental, guest invitations and publicity and promotion, the cost of a medium-sized event marketing activity is around $50,000 - $150,000. If it is a large-scale event marketing activity with high impact, the cost may be higher.
It should be noted that the above costs are for reference only, the actual cost of word-of-mouth promotion will vary according to the specific needs of the enterprise, promotion objectives, market competition and other factors. When choosing word-of-mouth promotion services, enterprises should choose appropriate services and promotion programs according to their actual situation and budget.
Shanghai Word of Mouth Promotion Service Report
I. Introduction
In the highly competitive business environment, word-of-mouth promotion has become a key means for Shanghai enterprises to enhance brand awareness and market competitiveness. This report aims to comprehensively analyze the status quo, strategies, implementation effects and related recommendations of word-of-mouth promotion services in Shanghai, providing a powerful reference for enterprises to make decisions in the field of word-of-mouth marketing.
Second, the current situation of word-of-mouth promotion services in Shanghai
Market size and demand
As consumers continue to place greater emphasis on brand word-of-mouth, the demand for word-of-mouth promotion services by Shanghai-based companies is showing a continuous growth trend. From local small and micro enterprises to large multinational corporations, they all recognize that good word-of-mouth is the core element to win consumers' trust and loyalty. According to incomplete statistics, the market size of Shanghai's word-of-mouth promotion service market has grown by about 15% in the past year, involving a wide range of industries such as catering, retail, finance, and tourism.
Service provider landscape
Shanghai's word-of-mouth (WOM) promotion services market is highly competitive, with a wide variety of service providers emerging. Among them, there are professional organizations focusing on word-of-mouth marketing, as well as comprehensive advertising agencies and public relations firms involved in this field. These service providers are different in terms of scale, professional ability and service characteristics. Larger organizations often have richer resources and mature promotion models, and are able to provide large enterprises with all-round IWOM solutions; while some small professional organizations have taken their place in the market segment with their flexibility and in-depth understanding of specific industries.
III. Word-of-mouth promotion strategy and implementation
Online Word of Mouth Building
- Social Media Marketing
Social media platforms are an important position for word-of-mouth communication. By developing a personalized social media strategy, the service provider helps companies build their brand image on WeChat, Weibo, Jitterbug and other platforms to attract users' attention and interaction. For example, for a Shanghai-based fashion brand, we planned a series of interesting short video content showcasing its latest clothing designs and dressing tips, and invited famous fashion bloggers to collaborate on the promotion. These videos received millions of plays and a large number of likes and comments on the Jitterbit platform, effectively enhancing the brand's visibility and reputation. - Online comment management
Actively managing online reviews is a key part of word-of-mouth promotion. The service team monitors and analyzes user reviews on major e-commerce platforms and lifestyle service platforms, responding to consumer feedback in a timely manner, solving problems, and guiding positive reviews at the same time. For a Shanghai-based restaurant chain, we worked closely with the restaurant management to establish a comprehensive review management mechanism. When consumers raised issues with the food or service, the restaurant would respond quickly and take action to improve, while thanking and interacting with the positive reviews. After a period of time, the restaurant's rating on Dianping and other platforms has been significantly improved, attracting more new customers.
Offline Word of Mouth Expansion
- Offline Event Planning
Organizing offline events is an effective way to enhance brand-consumer interaction and create word-of-mouth buzz. We have planned various types of offline events, such as new product launches, themed experience events, and public service activities for a number of Shanghai-based companies. For example, a new product launch event for a technology company attracted the attention of many industry professionals and media through well-designed display sessions, interactive experience zones and expert lectures. After the event, the brand's new product information was widely disseminated through word-of-mouth communication among participants and media coverage. - Word-of-mouth evangelist development
Identifying and cultivating word-of-mouth evangelists of a brand is crucial to expanding word-of-mouth influence. We incentivize consumers to become brand evangelists by establishing membership systems, loyalty programs and user referral reward mechanisms. In the case of a Shanghai-based gym, for example, the launch of a program in which members could receive free classes for recommending new members motivated the members and resulted in a significant increase in the number of new members, while word-of-mouth communication among members also enhanced the gym's brand image.
IV. Effectiveness evaluation and analysis
Increased brand awareness
After a period of time of word-of-mouth promotion services, the brand awareness of most of the enterprises has been significantly improved. Indicators such as exposure and search heat on social media platforms show that brand recognition among target audiences has been effectively enhanced. For example, after conducting word-of-mouth promotion for a Shanghai-based travel company, its brand ranking in travel-related search terms rose by 30%, and the number of social media followers grew by 50%.
Increased customer trust and loyalty
Good word-of-mouth drives consumers' trust and loyalty to the brand. The effect is obvious from the data of customer repurchase rate and recommendation rate. For example, after implementing the word-of-mouth promotion strategy, the repurchase rate of customers increased from 30% to 45%, and the recommendation rate of customers also increased from 20% to 30%, which brought the company a stable customer base and continuous business growth.
Sales growth
The positive impact of word-of-mouth promotion on the sales performance of a business is most intuitive. New customers attracted through word-of-mouth communication and repeat purchases by existing customers have led to varying degrees of growth in sales and market share. For example, a Shanghai-based cosmetic brand saw its quarterly sales increase by 25% year-on-year after IWOM, and expanded its market share among similar brands.
V. Challenges and responses
Fragmentation of information dissemination
In the era of information explosion, the information received by consumers is highly fragmented, which brings certain challenges to word-of-mouth promotion. To cope with this, we need to continuously optimize the promotion content to make it more refined and attractive, and customize it according to different communication channels and target audiences. At the same time, we strengthen multi-channel integrated marketing to ensure that the brand message remains consistent and coherent across fragmented scenarios.
Negative word-of-mouth handling
Although we have taken a series of measures to maintain our brand reputation, it is still difficult to completely avoid the emergence of negative word-of-mouth. For negative word-of-mouth, we have established a rapid response mechanism to promptly understand the root cause of the problem, adopt effective solutions, and communicate with consumers in an open and transparent manner. At the same time, we utilize positive word-of-mouth to hedge the impact of negative word-of-mouth, and guide consumers to form an objective and comprehensive brand perception by actively spreading the brand's advantages and success stories.
VI. Conclusions and outlook
Through an in-depth analysis of word-of-mouth promotion services in Shanghai, we can see that word-of-mouth promotion plays an important role in enhancing brand image, strengthening customer trust and loyalty, and promoting sales growth. However, as the market environment continues to change, word-of-mouth promotion services also need to be constantly innovated and optimized. In the future, we will continue to pay attention to the industry dynamics and changes in consumer demand, to further improve the word-of-mouth promotion strategy, to provide Shanghai enterprises with better and more efficient word-of-mouth promotion services, and to help enterprises stand out in the fierce market competition.
