With the progress of research and technology, enterprises and businesses have been able to master more and more detailed information about focus groups and communicate with these customers by using some emerging media or channels.
Focus marketing needs to fully consider the unique requirements of target consumers in the product design stage, so that every customer can feel different.
Ford's "Wind Star" family car absorbed some women to participate in the design team at the product blueprint stage. This is one of Ford's strategies to ensure that we can brainstorm to the greatest extent when designing cars. Other strategies include recruiting a group of people with various backgrounds and launching an activity called "Taking Children to Work".
"Wind Star" is successful because it has added many features to its design. The "baby sleep state" of the dome light is an example. With this function, only the foot light will light up when opening the door, because the ceiling light may wake the sleeping baby.
Focus marketing should be good at creating a unique marketing atmosphere so that every reader can feel that the product is aimed at him personally.
For example, there is no need to advertise the cat food for 654.38+00,000 people. Not everyone owns a cat, so it is necessary to carry out differentiated marketing.
There is a "Teddy Bear Factory" store in America, where children can make their own teddy bears or other plush toys.
First, choose a machine (under the guidance of the clerk) for filling.
Then take out a small heart-shaped cloth bag from a box, touch and kiss it according to the instructions of the clerk, then make a wish and sew the heart in the toy.
Children also have to give the animal a birth registration form, give it a name, or buy it a small dress and other accessories before taking it home.
Giving names to small animals, filling in birth records, dressing them according to their own preferences and providing services for children have all made the Teddy Bear Factory a great success.
Focus Marketing Tool: Database Marketing
Database marketing service (DMS for short) is a kind of marketing promotion method that gradually rises and matures with the development of information technology, Internet and database technology, and has broad development prospects in enterprise marketing behavior. It is not only a marketing method, tool, technology and platform, but also a business philosophy, which has changed the marketing mode and service mode of enterprises and essentially changed the basic values of enterprise marketing.
The so-called database marketing is to use all kinds of customer data collected and formed by enterprises in the course of business as the basis for formulating marketing strategies, and to improve the marketing ability and level of enterprises by sending electronic publications, transmitting product and service information, conducting customer satisfaction surveys, online sales services and other means with the help of IT and Internet technology, and as an important means to maintain existing customer resources.
The purpose of database marketing is to find potential customers, collect their information through data management system, and then conduct one-to-one targeted communication. Find customers through public relations activities, sales terminals, social surveys, exhibitions and promotions or the Internet, and collect their information. Classify their information in the consumer database, and then spread it according to their interests and personal circumstances by further distinguishing consumers.
The purpose of database marketing is to improve marketing efficiency and make consumers and enterprises form unbreakable brand loyalty.
Metropolitan opera has established a database that can accommodate more than 6.5438+0.5 million fans. The Opera House uses computers to analyze the characteristics of various consumers, find out potential customers, and then promote opera tickets through direct communication. Results Before the official public sale of opera tickets, more than 70% of the tickets were sold by using the database.
American Airlines has a database of 800,000 travelers, who take the company's flights as many as 13 times a year, accounting for 65% of the company's total turnover. Every time the company holds promotional activities, it will focus on them and try its best to improve services, meet their needs and make them stable customers.
Database marketing can provide accurate information for marketing and new product development.
General Motors cooperates with MasterCard to provide universal cards. Therefore, GM has a database of120,000 GM cardholders. Gm set foot in the credit card business, mainly not for the credit card business or to provide car discounts for cardholders, but because it regards its own checkout process as a way to collect a lot of information. The general manager of general card sales said, "This is a gold mine". GM asked GM card holders when to buy a car, what car to drive now, when to buy another car and what kind of car they like. If the cardholder expresses interest in a certain car, the company will send the information of the model and inform the cardholder that the local sales company will send someone to promote it.
In the network marketing environment, it is much more convenient to obtain customer data, and customers often voluntarily join the database of the website. The latest survey shows that more than 50% customers are willing to provide some personal information in order to obtain personalized service or valuable information, which is undoubtedly good news for online marketers. The usual way to ask customers to join the database is to set up some forms on the website and fill them out when asking customers to register as members.
Customer service is an important means for enterprises to retain customers. In the field of e-commerce, customer service is also the most important success factor. Excellent customer database is an important guarantee for the success of online marketing. On the Internet, customers want more personalized services, for example, the way and time to receive customized information, customers' hobbies and shopping habits are all important contents of the online database. Providing targeted services according to customers' personal needs is the basic function of online database marketing. Therefore, online database marketing is the most effective tool to improve customer relationship.
The Japanese McDonald's Company used computers to store the birth dates of 600,000 children in China. Whenever they celebrate their birthdays, they always receive a birthday card. Children who get birthday cards usually go to McDonald's with their parents. McDonald's will give children birthday presents. At that time, all the staff in the store will say "Happy Birthday" to the children and applaud them.
Psychological warfare makes children all over the world hold their parents' hands and cry for McDonald's.
Manufacturers should track the market of each product they sell, and establish a user case base through computer management in the long-term marketing accumulation, so as to carry out long-term consumer tracking, after-sales service and product upgrade.
Porsche sent a unique poster to every owner to promote his new car. The picture shows a new Porsche with the owner's name printed on the license plate. Car owners were very surprised when they received this poster, because it was entirely his own gift.
Porsche has successfully implemented a consumer-oriented strategy, starting with sending personal posters. Porsche has launched a series of integrated advertising campaigns by using racing activities, TV, magazine advertisements and newspaper attachments. One of the activities is to carve the owner's name on the chassis of Porsche cars, and even give the owner a license plate with his name on it. This series of activities has firmly linked the car owners and Porsche, and greatly tapped potential consumers.
Discover the lifetime value of customers
If an enterprise wants to truly understand its customers, it is necessary to systematically analyze the customer value, who brings the most profits to the enterprise, evaluate the lifelong value of customers, and how to carry out market activities to establish customer loyalty. Through value analysis, enterprises can establish a high-quality customer value database and find out the most effective marketing and product sales means through analysis. The most profitable 20% customers contributed 80% of the company's total profits.
Focus marketing must find the most valuable customers, not only the single value of customers, but also the lifelong value of customers. The so-called customer lifetime value refers to the value that a customer can bring in his life.
For traditional marketers, the value of a customer is often judged by the purchase behavior of a single customer. The more customers buy, the higher the value, and the less they buy, the lower the value, but focus marketing is not so short-sighted.
Focus marketing grasps the total contribution provided by the same customer for a lifetime. Maybe he only bought 3000 yuan this time, but there are four transactions every year. * * * has been with us for 0/0 years, and its lifetime value is 3000× 4× 10 =120,000 yuan.
China consumers of a certain brand of fast food may spend only a dozen yuan at a time, but the lifetime value of McDonald's consumers in the United States is as high as 20,000 dollars. The lifetime value of loyal customers of high-end cars exceeds millions of dollars.