Consider who your audience is

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Interesting products in themselves encourage people to discuss them and recommend them to friends. But the result can be improved if you associate your products with some social phenomenon or history. For example, Pavel Nikiforov, a professional blacksmith from St. Petersburg, inventor of the durable "smart" grill iGal, founded a country eco-picnic and offered potential clients to cook shashlik and at the same time tidy up the surrounding forests.

Another successful example of Natalia pastors in the us email list Krechetova, a Perm entrepreneur, shows how important it is to stand out from competitors. She founded the Black Room attraction - a real haunted house. She promised her potential clients that they would immediately be scared, amused, surprised - in a word, get all the emotions at once. As a result, the business paid off: word of mouth worked perfectly after just 4 months.

The process will speed up if you have not only an original idea, but also an active target audience. Ideally, it should be homogeneous. MixVille, a popular online chocolate designer, quickly became popular in Moscow and paid for itself a month later thanks to HSE students. The audience was interested using traditional advertising tools - booklets, advertising on social networks, leaflets. And the first wave of popularity came to the product when it quickly became in demand in a closed, but responsive and active student environment.

In a narrow, closed community, word of mouth is the only way to promote a product. Thus, the owners of the famous Double B coffee shop in Moscow, trying to enter the Czech market, noted that there are no well-known media outlets or bloggers in Prague, and therefore the only way to gain a foothold there is through word of mouth. The creators of Skuratov Coffee, having moved to the capital from Omsk, managed to establish themselves by focusing on their hometown. As a result, Omsk residents living in the Russian capital and familiar with the brand became key clients and loyal fans of the company.

The founders of the Skype school of foreign languages ​​Overcome the Barrier managed to become famous all over the world, attracting teachers and students from different countries thanks to corporate training. Many international organizations began to use the school's services. As a result, the school was established in all countries where these companies operate. At first, specialists taught Russian to 50 representatives of IBM in Japan. Very soon, positive reviews about the level of teaching spread through word of mouth, and the school made similar offers to IBM representatives in other countries.

Offer the client to play a game

If it is impossible to arouse the audience's interest with the product itself, then it is possible to materially stimulate potential clients. Special promotions can act as material incentives. In areas where competition is very high, this recipe must be used. For example, in the era of the spread of food designers, consumers were satisfied with a convenient offer in a beautiful wrapper, which they would gladly use. Today, there are a lot of online food delivery designers, and that is why they have to dump prices, change delivery conditions and attract clients with additional services, bonuses and gifts.

For effective promotion of a new product, it is better to use the "recommend to a friend and get a free lesson" promotion. This method was used at the dawn of its development by the Skyeng project for studying foreign languages ​​on the Internet. Just a few weeks, and all potential clients learned about it. The same method is used by projects like LinguaLeo, which position themselves as free. But they draw the client into the learning process and offer him to use new additional tools for a fee.

Soft ice cream maker Morojko managed to become popular in Volgograd because local companies sold it at a lower price than larger companies such as Baskin Robbins and 33 Penguins offered their product. To promote the product, the producers chose the most favorable location and installed points of sale in high-traffic areas where the main potential customers - families with children - often visited.

The maximum effect from promotions and discounts can be achieved if they are promoted with competent original content. For example, one of the wine delivery services in Moscow attracts customers with a series of exciting mailings about alcoholic beverages. The Labyrinth online store, which confidently bypasses Ozon, constantly offers users not only various bonuses and discounts of up to 45%, but also daily general discounts of up to 15% (to get a discount, the client only needs to enter a code word). Labyrinth also focuses on gamification, for example, it gives customers free notebooks and bags with interesting puzzles, where they are asked to guess the name of a book based on an encrypted picture.

People are attracted to games, they like to feel like they are part of one of them, for example, a talk show. So, in each package of Splat toothpaste, buyers find a letter from the company's founder, Evgeny Demin. Usually, these letters are written in an easy and interesting language, and, in addition, they cover a wide range of topics. Buyers buy the toothpaste not only because they are satisfied with the quality, but also because they like these marketing techniques.