58 innovative plans for marketing

Chapter 20 Promotion Planning (4)
The brand product that Keenai Company is currently promoting is "Sunset Beauty" nucleic acid-gene nutrient.Through direct marketing in the form of popular science and fellowship, popularized scientific knowledge that nucleic acid is the source of life, the most basic substance of life, and the seventh largest nutrient for human beings. At the same time, it also clarified the milestone significance of nucleic acid metabolism therapy in the world's medical history .This form of popular science marketing and sorority marketing is beneficial to the government, society and the elderly. The elderly can gain new knowledge, enjoyment, and more family affection and care from it.At the same time, on the basis of direct marketing and goods in large shopping malls and large drugstores, the company also opened "Sunset Beauty" franchised chain stores nationwide.Although the name is "specialty store", it does not focus on selling products, but regards it as a medium, a medium to promote corporate image and brand image, a medium to connect the emotions of middle-aged and elderly people, and maintain a good relationship. A place where health services are provided for the elderly.Therefore, Keenai positions the "Sunset Beauty" store as the spiritual home of the healthy culture of the elderly.Keenai has specially set up a functional area in the store, that is, the "Sunset Beauty" health knowledge garden, so that consumers can get high-grade cultural consumption and emotional destination while consuming high-quality health products.

This kind of "integrated direct marketing" of Keenai Company has achieved great success.Since March 2000, only by word of mouth, more than 3 distributors across the country have taken the initiative to fight for their regional market distribution rights. They have selected nearly 200 regional distributors as regional distributors in some cities. After more than half a year of operation, their performance has improved Pretty good.

The case of Keenai Company shows that if a company wants to make its brand quickly accepted and loved by consumers, it is a good way to integrate direct marketing.

Skillful touch
Typical direct marketing generally works like this: first make a list of potential customers, send a letter or promotional materials, wait for a response (usually only 1% to 2%), and then pass the lead to the salesperson.

Integrated direct marketing is a brand-new method. It is not a machine-gun marketing method, but a laser-like targeting strategy. It can send the right information to the right person at the right time.

The results of the comprehensive direct selling method are: to increase the depth of entering the market; to improve the effectiveness of direct marketing and on-site sales force; to reduce the cost of obtaining sales leads and realizing sales through better use of media funds and resources.

thinking innovation
The success of the comprehensive direct marketing method is based on the following five principles:
Conduct comprehensive direct marketing in-depth research to understand prospect and customer needs, perceptions and the sales cycle and decision-making process.

Involve field sales force in the direct marketing process from day one.

Build, deploy, and continually enrich and modify comprehensive databases.

Precisely time the use of various media and sales channels.

Continuously publish company information in order to gain popular support and establish long-term relationships with customers.

It's not enough for everyone to use computers and "fiddle with" buzzwords.To truly connect with today's customers, you must know more than just their name and title.

In-depth research is a critical part of a comprehensive direct selling plan.It can better guide the timing and content of direct sales through the surface information in the database.

Comprehensive direct selling in-depth research helps to understand the customer base.Think of them not as indistinguishable markets or sales people, but as decision makers with their own unique needs.They have different media preferences, and their focus has changed over time.

In-depth research does not require large sample sizes to achieve results.Carefully select 10 or 15 interviewees, and use a compact questionnaire to confirm and confirm the following: key issues in the operation, decision-making process, roles and responsibilities of key contacts, best offer, creative positioning, media coverage preferences, and how the media should be combined.

Practical points
Comprehensive direct selling failures are often due to the following factors:

1. Internal disharmony.Comprehensive direct selling requires the traditional division of labor within the company to be integrated with suppliers and service providers outside the company.Therefore, the sales department should cooperate with the marketing department, the advertising department should cooperate with the telemarketing department, the telemarketing should coordinate with the training department, and so on.

2. There is no project leader.Because integrated direct selling involves a change in the structure of the entire sales and marketing organization, it's important to have strong champions to make the change happen.When this approach dominates, the questions, troubles, and worries arise, and here the Integrated Direct Selling Program Leader is at the crux.

3. No sales force involved.It is important to have field sales personnel involved from the beginning of planning.Without this engagement, integrated direct selling is simply lead gathering with no guarantee of follow-up.

4. The database is inaccurate.Databases play a role in at least 60% of the success of a comprehensive direct marketing program.The best promotions in the world, the best mix of media, the best follow-ups won't fix it if the database causes you to send your message to the wrong people.

5. Not a measure of overall effectiveness.Because an integrated direct marketing program crosses lines, combining various media actions to achieve overall feedback, it is misleading to measure effectiveness in terms of individual parts of the program.Extremes lead to opposites, and it is imperative to understand the impact of a comprehensive direct selling program on the entire company.For example, if you want to launch an overnight delivery service with direct mail, you have to be very sure that the fulfillment department can do it.The manager of the execution department may receive a large number of task orders at once, deal with the overnight express business contractor, as well as various new work procedures, a large number of documents and reports, increase the workload of the staff, and many new problems Will appear.Comprehensive direct sales campaigns generate a flood of leads that require salespeople to follow up on.Momentum will be lost unless salespeople are ready to follow through quickly.

6. The detection method is not appropriate.Feedback generated through the synergy of various media should be tested in integrated direct marketing.If you test the effect of several direct mail letters, and use several different wordings after sending the letters to make telemarketing calls, and use different parts of the customer list, the number of calls to try can quickly increase exponentially.While such a test would be complex and expensive, it would be valuable as it would provide clearer and more cost-effective results.

Scene reconstruction
1. Scenarios
The core of Motorola's "Mouth Show" activity is the "boys in the back room" - two students from the Guangzhou Academy of Fine Arts. In 2005, they became an overnight Internet hit when they produced the hilarious lip-syncing MV for Backstreet Boys' "As Long As You Love Me."The two boys live in a dormitory in real life, and Motorola (China) Electronics Co., Ltd. chose them to promote four low-priced mobile phones popular with young first-time buyers.

The key to this marketing strategy is to provide a platform for young consumers to perform their own wacky lip-syncing performances inspired by the creation of "Backhouse Boys" through the development of online marketing campaigns.The campaign was hugely popular, with 1400 million page views for the "Lip Shape My Show" and "Cool Songs" contests, more than 130 million online votes to determine the winner, and a huge boost for these new phones. promotion of.

Motorola's other award was for its 360-degree marketing campaign around the promotion of the MOTO Music Store. MOTO Music Store is the first and largest legal music download website in Mainland China.In this marketing campaign, Asia's top musician Jay Chou became Motorola's brand ambassador in Greater China.

The highlight of this campaign is the Jay Chou Music Base website - one of the most ambitious in Asia.Attracted by online slogans and funny videos, visitors were "incited" by Jay Chou's exaggerated movements and dances to enter the site.The idea of ​​the website is to bring visitors closer to Jay Chou and to appreciate Jay Chou up close like never before.Through Jay Chou's exclusive interview video, the website provides visitors with a rare opportunity to get in touch with Jay Chou.

Motorola's unique direct marketing campaign stood out in the "2006 Interactive and Direct Marketing Awards" by the Hong Kong Association of Advertisers and won seven awards.

Question: What are the highlights of Motorola's direct marketing this time?

2. Role simulation
Suppose you are a direct seller of Amway, and you meet a customer who is very disgusted with direct sales, how do you impress her?
3. Thinking Enlightenment
What is the advantage of telemarketing in direct marketing?

4. Physical training games
Props: some paper, some pens, some small commodities (such as telephones, staplers, etc.).

Number of participants: 8 people.

Method: 8 people were divided into 4 groups, 2 people in each group.Set a specific scene, and the 4 groups draw up a plan for a certain designated commodity.

Rules: The group that finishes quickly and well within the specified time wins.The time is 60 minutes.

Purpose: Through the game, cultivate the ability of game participants to draw up a direct sales plan.

5. Improve plan
Reference answer

1. Situational cases: "Mouth-Show Me", "Cool Song New Sing" and 360-degree marketing activities.

2. Role simulation answer idea: let her have a good impression of you first.

3. Thinking enlightenment and answer ideas: In direct marketing, telemarketing is also a very common way. If telemarketing can be properly used, it can become the best way to obtain feedback and sales leads in the comprehensive use of media, and then realize sales. powerful means.But telemarketing is also very likely to affect customer satisfaction.

To avoid these problems, it is first necessary to plan the telemarketing so that it can provide feedback to the marketing process, the information can be revised, and the information used can be closer to the customer's needs.

A large budget does not guarantee the success of comprehensive direct selling; the key is how to allocate the budget.Because of this, small businesses can utilize integrated direct selling just as successfully as larger corporations.About 70 percent of the traditional budget goes to print advertising and phone calls to 800 numbers, and 30 percent goes to direct mail.Experiments have shown that it is usually more effective: only 10% is used for print advertising, 25% is used for direct mail, and 65% is used for telemarketing.

It is true that telemarketing is more expensive than printed or direct mail letters, but if carefully planned and applied with professional skill, the direct communication feature can make the telephone contact one of the most powerful tools in direct marketing.

(End of this chapter)