Timely and decisively stop customers.
On February 26th, 2004, I suddenly received a phone call from Xin Li, general manager of Oriental Land Women's Club, entrusting us to plan the promotion activities in quancheng square before Women's Day. Oriental Land (Jinan) Women's Club is an advanced comprehensive women's service organization integrating SPA, beauty salon, aromatherapy, foot care and yoga training. However, since it opened for more than a month, business has been bleak because of its low popularity. Daily expenses such as monthly staff expenses are as high as 654.38+10,000 yuan. Looking at the empty luxury leisure places every day, Mr. Li is particularly anxious.
After collective discussion, they decided to use event marketing to quickly improve the popularity of the Oriental Land Women's Club before March 8 to attract more members to join. Quancheng square is the landmark square of Jinan, and it is also the largest city living room for Jinan citizens, with daily passenger flow exceeding100000. Dongfang Dadi plans to hire Guo Jian, the most authoritative yoga instructor in China, to lead thousands of people to practice yoga in quancheng square. The Eastern Land found us because he wanted us to help them plan and organize the activity of "quancheng square Thousand People Yoga".
The cheapest member package of Orient Earth is 5,600 yuan, and the highest is15,000 yuan. Most members are high-income women. When we learned this information from our customers, we immediately realized that the "quancheng square Thousand People Yoga" formulated by our customers was a dangerous act, and we must immediately stop our customers from doing this thankless thing.
There are three reasons to stop customers. First, the target population of the activity does not match the target market. The audience in quancheng square are ordinary people, even attracting the attention of many male migrant workers, which is very inconsistent with the target market of upper-class women and will affect the image of the Oriental land. Second, the publicity theme is inconsistent with the business project. Yoga is only one of the projects in the East, not the dominant project. For the first time, the oriental land appeared in front of the public collectively as "thousands of people practice yoga", which easily gave people the wrong impression that "the oriental land is a yoga studio". The first impression of consumers is very important. Third, it is difficult to organize and implement. It is impossible to gather so many trained yoga lovers, and the clothes cannot be unified. The field effect is definitely not ideal.
Take care of the customer's internal injuries
After the "Thousands of People Practice Yoga in quancheng square" planned by the client aborted, the client threw the question at us. The customer's requirements are: make a feasible start-up plan in three days, attract at least 20 members within seven days, and the cost cannot exceed 30 thousand.
The next day, the Oriental Land Project Team held a brainstorming meeting to discuss the countermeasures collectively. The planning of "Thousands of People Practice Yoga in quancheng square" in the Oriental Oasis reflects some hidden problems, such as unclear target market, undifferentiated service items and unclear positioning. First of all, we analyzed the internal diseases of customers.
First, for middle-aged women in the upper class. To fish where there are fish, we must first find out where the "school of fish" is. They are composed of business owners, professional managers with golden collars, housewives with good family background, senior leaders of administrative institutions and their families. The reason why I go to beauty salons and other service institutions is to enjoy basic services such as beauty, fitness and makeup, and also to meet the four major needs of communication, study, entertainment and enjoyment. Because of work and life, they need to know more women with the same background and become good friends with them. They not only need to learn the basic knowledge of life, but also need more social knowledge, and constantly improve their taste to keep matching with their husbands, thus maintaining family stability. They should be different and enjoy services that ordinary people can't enjoy. Their consumption is exclusive, and there is a general consumer psychology of "only buying expensive ones, not buying right ones".
Secondly, increase the added value of products to meet the needs of consumers. There is no obvious difference in equipment, decoration and technology of high-end women's leisure places in Jinan. If you want to be different, you must give more added value to the service items to meet their needs of status, learning, communication and entertainment. In terms of status, people with low and middle consumption levels must be restricted to satisfy their sense of superiority. In learning, in addition to regularly asking famous teachers to tell them about life, we should also teach them a lot of knowledge about family crisis, public relations and family relations. In terms of communication, we should provide them with opportunities for collective communication among members and with the outside world, and hold regular activities such as tourism and social gatherings. In terms of entertainment, waiters should provide more services, such as communicating with members.
Third, give accurate positioning. The brand association of Oriental Land has no advantage, and the name of "Women's Club" is still slightly low, which is inconsistent with the target market identity. In order to make up for the congenital deficiency of oriental land, the positioning has been improved. Finally, the slogan is defined as "Oriental Land, Senior Ladies' Club", which embodies the additional functions of Oriental Land such as positioning, learning, communication and leisure.
Make an effective start-up plan
Oriental Land is a newly established company. How to complete the process of "knowing-understanding-recognizing-buying" in the shortest time? For the service industry, free experience is undoubtedly the most ideal way. Various beauty and leisure places have launched free experience projects. How to break through? How to find bright spots to attract target customers?
First, the opposite: restrict customers. In order to satisfy the sense of status of upper-class women, the conditions for those who enjoy free experience are specially restricted. Free applicants must meet at least one of the following conditions: annual salary is not less than100000, private car and private villa. The number of people is limited to 50. Registration procedures must be applied by telephone in person, and must be recognized by Orient Land, in order to enjoy the free experience of 500 yuan. The actual effect shows that restrictive conditions prevent invalid free experiencers and stimulate the interest of high-income people.
Second, highlight the personal guidance of famous teachers and their membership system. The invited teacher, Guo Jian, is the yoga instructor of California Institute of Life and the chief referee of the China Yoga Competition. Ms. Sui Ying is a makeup artist for many famous actors. Attract members to join with face-to-face personal guidance from famous teachers. At the salon of "Pink March, Free Experience", Yuan Xiaodong, the host of the gold medal column of Jinan TV Station, which Ms. Jinan likes, was invited.
The company profile of Oriental Land also abandons the traditional descriptive introduction, grasps the psychology of upper-class women, adopts sensational methods, and also embodies the unique service of "upper-class ladies club". The introduction copy reads: "In the East, experts are your personal beauticians and bodybuilders ... and celebrities are your sisters. Oriental earth is your luxurious living room, your man's secret training room and the harbor of your soul. Here, you will experience another kind of happiness in life! "
The choice of media is helpful to the success of the launch plan of Oriental Land. I chose the four-and-a-half-page advertisement form of Urban Women's Daily. Although the circulation of urban women's newspapers is less than 654.38 million, it has the advantages of low price and unified readership and target audience. For four and a half editions in a row, although the price is not comparable to a banner of Qilu Evening News (four times in total *** 16000 yuan), the performance effect is very outstanding. In four days, * * * received nearly 100 registration calls.
Retaining customers who walk in the door has become another key task. On the one hand, the staff of Orient Land should be trained in advance, the concept of hierarchical promotion should be established, and actual combat drills should be conducted to ensure that there are no mistakes in the work; On the other hand, a series of membership activities will be announced in the future, such as: high-class ladies' meeting, professional beauty and body building lectures, special lectures on maintaining family relations, Jinan women's business summit forum, ladies' training classes, and golden collar upgrade collection, etc., to attract the ladies present to become members.
In order to expand the influence of Oriental Land, we have made full use of media communication. On March 7th, the salon of senior celebrities in the Oriental Land was officially held, and many news media in Jinan, such as Jinan Times, Fortune Times, Qilu Weekly, Urban Women's Daily and Jinan TV Station, rushed to report. "Women should know how to love themselves" and "pay attention to the emotional world of strong women" have become the topic of news discussion for a time. On March 8th, Jinan TV also conducted an hour-long exclusive interview with Guo Jian, a yoga instructor, in the gold medal live broadcast Spring Festival Evening Talk.
During the week from March 2 to March 8, Oriental Land began to collect information about nearly 100 customers, and more than 50 people joined the club, but the total cost was less than 30,000 yuan. The success of Oriental Earth is because she discovered the unique needs of upper-class women and fully met their needs. Rich women are not sensitive to the price of products or services. As long as there are good products or services, they will flock to them. If you want to "save money" from rich women, you must seize their "hearts".