Uncover the secret of success of direct marketing enterprise

When using the traditional "advertising + sales + stores" development of growth encountered difficulties, corporate marketers naturally think through E-commerce, e-mail, mail-order and telemarketing, as well as sales of advertising (such as television shopping) for marketing and direct sales, but why some enterprises harvest is only a flash in the pan, And some companies have broken through the dilemma, gaining sustained sales and profit growth, and even created a new business model to get the explosion of the line of growth?

This article attempts to through some of our consulting cases and familiar with the enterprise case, open the use of direct duplex marketing success behind the key.

Direct Duplex Marketing Model "core power" in "underwater" and "backstage"

In terms of marketing media and channels, if the traditional marketing model mainly through the traditional media and channels to carry out marketing, then direct-duplex marketing is mainly based on interactive media, or interactive media and the combination of traditional media a marketing campaign. These interactive media include what you know, such as telephones, direct mail, websites, emails, text messages, and so on, including the msn/qq you don't realize, and the future of 3G and digital cable TV.

On the surface, the direct duplex marketing, and traditional marketing is only to promote the different media and channels, such as we received a mail or listen to a sales phone, see TV shopping ads. But the more essential things in consumers and competitors can not see backstage: That is customer data, and marketing data. Whether the enterprise can effectively "operate and manage" the good data is the key that the direct duplex marketing can bring the wealth to the enterprise. It is as if we see a cruise ship sailing in the sea, it is your lightness, and we do not see the underwater turbine and the inside of the ship is in an orderly manner, these are guaranteed to ensure the fast and safe travel of the cruise. When many companies see PPG "rich" time, more than 30 enterprises, many are just parody behavior.

Your direct-duplex marketing is a little bit ahead of your peers and can bring a huge wealth effect.

In the face of market competition, multimedia era, product homogeneity serious today's China, especially many enterprises still in the "parody", a little progress in direct duplex marketing will have a huge wealth effect.

When other companies, but also through the brand advertising and store marketing, seven-star shopping began directly through the direct reaction of television marketing, simple incentives can stimulate customers a large number of incoming line, one-time sales can bring excess profits;

When others also through the "Advertising + shop" way to sell shirts, PPG through direct response to advertising and database direct investment, more than a year to achieve billion sales;

When the health products peer also through the line of the conference marketing to sell health products, the benefit of healthy 1 yuan a bottle of high cost of new customer development, coupled with members of the repetitive consumption of the ability to become a dark horse health products industry;

However, if an enterprise can not be integrated into the marketing system of direct duplex marketing, through the marketing reform to improve the enterprise's direct duplex marketing "internal strength", then the success of direct-duplex marketing must be short-lived, short-lived. The successful introduction of the direct duplex marketing model into the enterprise marketing system, through the marketing reform to promote traditional marketing, not only can help enterprises break through the bottleneck of enterprise development, open up marketing blue sea, but also can build competitors in the short term insurmountable core competitiveness. It turns out that this rule is applicable in any industry, big business or small and medium sized enterprises.

How to change the invisible champion in the training industry

Take the advice we've served. Financial training Company (a company for short), for example, a company started from 100,000 yuan, in two years, become the financial training industry leader, the current sales have more than 20 million yuan, and in such a very traditional, difficult to big industry, the annual still 100% of the speed of growth, Sales are several times that of competitors.

On the surface, a company, like other training companies, is also through hiring sales staff to sell courses, set up training company website, post training ads on various training websites, send emails and make use of telephone to contact customers. However, the following marketing process, data management and data quality, media input, customer analysis, customer and sales incentive design methods, etc. have undergone great changes, the result of this change is:

• More than 10 courses per week with successful start-up rates far higher than peers

L in a limited number of people and costs, with tens of thousands of major customers to establish a good customer relationship, customer relations firmly controlled by the company, rather than sales staff

• Successful incentive design ensures that each batch of mails and telephones has a higher rate of feedback and sales conversion;

l The input and output of telemarketing personnel backed by data, systems and processes is much higher than that of peers;

Of course, because of any enterprise, especially small and medium-sized enterprises, the resources are limited, learning is also required time, corporate change is also step-by-step, but we guarantee that each step is stronger than competitors.

When a company was established, the domestic already has a large number of part-time training, or specialized financial training companies exist, a company bosses try to open up the market through direct marketing. Start No brand, no customers, lack of marketing funds, in order to survive must quickly get the first batch of customers, a company's most important way to promote the purchase of data for mass mailing and network marketing.

Two years ago, it did get the first batch of customers in this way. What is valuable is that company A's boss had the idea of accumulating and managing the customer at that time, also bought a set of CRM software specially.

But the boss found that the data bought more and more bad, the cost of mass more and more high, mass work can not be effective management, take into account the various costs, mass has been unable to go on. Although CRM software is available, the management of customer data is still confusing. The process of CRM's software deadlock does not conform to their gradually formed marketing process, the efficiency of the sales staff is getting lower. A lot of work has to rely on manual operation, the existing CRM software has become a chicken. How to reduce the cost of mass, how to improve the efficiency of the system, how to obtain new customers more effectively, how to improve the turnover rate of sales has become the boss's biggest headache problem. At this time, the boss tried to cooperate with us.

1 We start from the local work, first of all to solve how to improve the bulk of the outsourced data effect.

First of all, our technicians designed an e-mail cleaning tool, for invalid, wrong email immediately removed, and the database has been taken out of the e-mail, through such a simple job, the number of invalid group of emails reduced by nearly 50%, meaning that the cost reduced by half.

For all purchased email lists, test the feedback rate too low to remove, no longer used.

e-mail content from direct course sales into, E-magazine, provide more valuable information, have feedback data into the potential customer database. Two times no feedback data, no longer sent.

With such simple changes, the feedback rate of email mass increases by 6 times times.

Mass group for the company's boss to build confidence, we step-by-step to expand the scope and depth of marketing changes.

2 The focus of the first year is to improve the one-time sales conversion rate, while expanding the core customer database

Many companies under the pressure of indicators, blindly impact on short-term sales, when the company needs to make two sales of telephone, but found no available two sales of customer data, or a large number of low-quality data can not give two sales to bring reasonable returns.

A company began to determine not to give up any promotion and sales opportunities, expand and enrich the customer database, and to prepare for the follow-up.

This phase due to the quality and scale of core data is not enough, to improve short-term sales mainly rely on one-time sales, but we designed the call center management system and customer data management software, in the basic not to increase the burden of the call center seat, the customer more information to stay. Start selling two times at once.

2-1 establish the management mechanism of customer data and establish a licensed mail delivery platform

Divide all customer data into internal data and external data. All outsourced data is external data, once the customer has feedback, or the registration is converted into internal data. The use of mass in the external data. But for internal data, we provide customers with a licensed email marketing platform that carries out traceable email delivery methods: Can accurately record arrivals, clicks and forwards.

Although mass can not be effectively managed, but for internal data, managers can keep abreast of the progress and effectiveness of each e-mail marketing campaign, and in accordance with the activities of the planning, mail design, send personnel to assess and constantly improve the design and incentive methods.

The email marketing team is also responsible for the maintenance of customer data, and the sales opportunities offered to telemarketing are important indicators of the email marketing team.

2-2) Cancellation of on-site sales, all converted into telephone sales staff, internal training courses to retain part of the on-site sales.

Through our research, for the products within thousands of yuan, can be completed by telephone sales, through the telephone customer contact cost is 50~100 times.

2-3 the establishment of customer data management department, full support for telemarketing

High-skilled telemarketing staff is the company's most valuable talent, but also the largest proportion of marketing costs, in order to fully tap the potential of telemarketing, a company for each telephone sales staff to provide a comprehensive support system. Telemarketing personnel do not have to spend any time to collect customer information, the data are all provided by the data department, the data department becomes each telephone sales person and the telephone sales supervisor to provide the data analysis service. Telemarketing staff devote all their time and energy to improving the sales conversion rate. In addition, we have made a change:

We have designed a simple data analysis tool for data departments and QC departments.

Design the phone sales script and advertising design and e-mail design in a uniform.

Assign all major accounts to each telemarketing person, follow up and repeat sales.

Through 2 months of training and adjustment, the average number of outbound calls per person per day increased by twice times, but the conversion rate was dramatically increased by 3 times times.

2-4 to expand access to new customers and one-time sales channels

With the strong support of the back-end marketing process, a company can invest in a larger marketing cost.

Because you can track the order cost per media and obtain customer data this by-product, a company can through more network media and traditional media to publish sales-oriented advertising, and continuously optimize the combination of advertising, and constantly adjust the advertising planning.

2-5 Discard original CRM software and implement multiple it tools supporting existing processes and data management methods

These tools include customer data management, delivery platform, and call center management. We have selected the most suitable simple and suitable tools from the many software mature in the market, and combined with some of our own design tools, with the existing process and management model. Through this system, the sales opportunity from the website can be stored automatically into CRM customer database, without manual import, the system automatically chooses the list of outgoing emails, and the list of them, according to the rules we have designed beforehand. e-mail Marketing feedback can also be automatically imported into CRM customer database , each telephone sales person can in the convenient interface, to a group of customers quickly send emails, text messages, and even quickly hold video conferencing. The course Operations department can also contact, remind, investigate and conduct after-school follow-up coaching on this platform.

The application of the software greatly improves the efficiency of the whole marketing system. For the next large-scale operation laid a good foundation.

A year after the start of the direct marketing model, the company's sales achieved an astonishing increase from 2 million to over 10 million.