User innovation+member awakening+conversion rate increased by 300%? Let's talk about membership marketing

Many brands use membership system to promote innovation and transformation, but improper membership marketing can not only improve transformation, but also make brands lose money. In this article, the author shared his own experience on how to do membership marketing well, and also listed the detailed methodology. Let's have a look. Not long ago, a friend of mine, Mr. Chen, who is engaged in catering, sent me a message from Weibo saying that it is too difficult to establish a membership system now. Some shopping malls open for gifts, some distribute leaflets every day, and some use various marketing methods: "network celebrities" and "old shops", which are very well known. He has tried it all, and spent a lot of money, but the effect is like a stone. His men secretly criticized Mr. Chen for fooling around, and the boss asked for the results all day. What he said in his dream these days is to send luxury gift packages to members! I can understand his distress very well. Nowadays, the market competition is fierce, and every enterprise and merchant is very willing to make all kinds of tricks, and the Eight Immortals can also show their magical powers when they cross the ocean. But sometimes people fall into a strange circle, that is, they rush to a goal for a long time and forget why they set out. Please think about it, why do you want to do membership marketing? Are you sitting still? It's time to drive ~ 1. Why should we do membership marketing? Summarize the following four points: 1. And the required cost is lower. Generally speaking, the cost of maintaining an old customer is lower than the cost of developing a new customer, including economic cost, time cost and labor cost. The cost of acquiring a new customer is 5-6 times that of maintaining an old customer. 2. Marketing uses member information and consumption habits to classify members more accurately and provide differentiated services and precise marketing. 3. The contribution rate and sustainability are higher. 80% of the turnover of general stores is brought by 20% of loyal old customers, who are the most important customer groups. Only by cultivating a group of loyal "fans" will it bring more sustainable income and flow. 4. Brand word-of-mouth promotion is better. The word-of-mouth recommendation effect of old customers is often easier to be accepted by new customers than the advertisements and activities made by enterprises, and the drainage effect of new customers is far better than the promotion of the store itself. Every satisfied customer will bring eight potential new customers, at least one of which will be transformed into a loyal customer. So we need to sort out these four points, and then divide membership marketing into three sections: two or four steps to accurately lock in new members 1. User group positioning enterprises must first make clear their own products and accurately locate and subdivide the target user groups. At present, there are fewer and fewer products that can be launched for all users, because the needs of users are more and more diverse, and it is increasingly difficult to meet the needs of all users through one product. Even popular platforms like Didi, Hungry, Tik Tok, the target user groups targeted at the beginning are sufficiently subdivided. 2. After the channel is adapted to locate the target user group, we must find a suitable channel, which is mainly divided into online, offline and mobile. Channels are too rich to try and make mistakes, so it is necessary to understand the characteristics of channels' own user groups. For example, the main users of the airport are high-end travel users, most of whom are business people; The main users are young girls who like to take selfies. There are also some tools, using the cloud platform, which have low cost, wide coverage and direct effect, and this is also the tool that SUBMAIL has been building. 3. Benchmarking analysis Before determining the new strategy, there is another important step: benchmarking research. Benchmark leading research industries and competitors' innovative methods, and understand their key actions and achievements in different life cycles such as product launch, growth and maturity. 4. Develop new strategies. After doing the above work well, we can formulate new strategies according to the user group positioning and channel attributes, that is, launching channels, launching strategies, launching opportunities, etc. If the above work is well prepared, the new strategy has killed 60% of the opponents! Third, wake up sleeping members at different levels. From top to bottom are high-value members, active members, and at the bottom are sleeping members. There are two kinds of sleep members, one is low-cost low-frequency members, and the other is sleep members. Sleeping members refer to members who have no consumption records for two months. For sleeping members, we have two operating strategies: to attract sleeping customers to come again by awakening promotional activities; Collect customer feedback through communication, and constantly improve and perfect our management and service. Some friends may have questions about this. Sleeping users have not come to the store for two months. Isn't it much more difficult and costly for me to wake them up than for active members? That's true, but the operation of members is a funnel. We should not only operate through various activities, just like adding sand to a funnel, but also try to plug the leak and even get the sand back. Only in this way can the user system grow healthily. Sleeping members are still resources to be developed. We can't stop operating sleep members because of the relatively high operating costs, which will lead to an increasing gap in the user funnel and eventually seriously affect the operation of the membership system. What's more, in addition to narrowing the gap in the user funnel, we have countless data showing that the cost of retaining 1 old members is far lower than the cost of acquiring 1 new members. Therefore, the operation of sleep membership can not only help us retain users, but also help us increase active users. 1. How do sleeping members wake us up? Members who haven't traded for nearly 6 months are called sleeping members. Some of them may have left the business circle because of customer complaints. However, membership development comes at a cost. The development cost of each effective member is not lower than that of 25 yuan. An dissatisfied customer will tell many people his feelings and affect our corporate image. Therefore, this part of the sleeping members must be awakened. First of all, we should analyze and classify the data of existing members, and conduct SMS and email marketing for sleeping members. According to the sleep time, the corresponding promotional coupons are issued. Generally, the longer the sleep time, the greater the preferential strength of the promotion voucher. Finally, the participation rate of statistical activities. For example, it can be divided into: members who have not spent 30-60 days, members who have not spent 60-90 days, and members who have not spent more than 90 days. Our biggest purpose is to find out the reasons why members are sleeping, improve their own services and management, and find out the shortcomings in marketing. Only by finding the reason can we solve the problem. Only by solving the reasons why members fall asleep can we have the most efficient wake-up rate. Sleeping users will not fall asleep after being awakened, and active users will not easily become sleeping members, so that the whole membership system can really grow healthily. 2. Low-cost and low-frequency sub-member operation mode. Their characteristic is that they will come with marketing activities, and they will not come without marketing activities. For this group of users. It is suggested that the list of these users can be determined through systematic screening, not key event marketing users. We often find that some customers have only made a membership transaction once and have never come to our store since. Some customers happened to pass by the store during our promotion activities, and they temporarily applied for membership cards when they saw the shopping discount; There are also some people who repeatedly apply for cards in order to get more gifts because they have gifts to join the membership; The other part is forgetting that I have joined our members. So we need to send messages or emails to 1 the new members who joined last month every month. "Thank you for joining XX Store as our member, and warmly remind you that you will enjoy the following membership rights. With this news, shopping in the store can reduce 5 yuan cash. " Birthday/holiday wishes: On 1 day of each month, we will export the information of the members who will celebrate their birthdays this month and send them a message telling them that they are privileged or can receive gifts. Grateful feedback of points: Every enterprise has its own redemption rules in the membership points management system. It is suggested that you can redeem points at a fixed time every month and send SMS reminders in time. Fourth, the four sharp tools to efficiently transform users * simplicity, profit, emotion and touch * 1 Jane, simple 1) to be simple and clear, consider subtraction first and cut off unnecessary thresholds and links. For example, for some cash loan products, the personal information page of the main process needs to fill in more than N pieces of information. Do you have to have a common email address and company name in the main process? In the main process, it is not unnecessary, and it can be cut if it can. 2) If it can't be cut off, see how to simplify the existing operation to make the user's operation path shortest, such as applying for membership and receiving gift packages, and make the operation as simple and clear as possible. Anything that can reduce the user's investment and simplify the user's operation process, don't bother the user and let them do the simplest operation. 3) Make users feel simple, low-cost, short and powerful cognitive copy, low-cost understanding, and make users feel that your product is simple and uncomplicated. 2. Benefits, interests and benefits-driven rewards for users can be simply divided into three types: one is real preferential rewards, the other is virtual rewards to satisfy vanity and improve status, and the other is that failure to do so will bring you losses. We can do targeted stimulation, promotion and transformation for these three types of rewards. 1) Preferential reward 2) Virtual identity or identity privilege, such as hierarchical users, different levels of users have different membership levels and privileges. 3) Tell users that the loss caused by not doing so will bring better promotion effect than "tell users what benefits will be brought" and "tell users what disadvantages will be brought". 360 security browser tells users that if they don't install 360 security browser, they may enter unsafe websites or phishing websites when visiting websites or shopping, and gives statistics of "how many people suffer how many losses in a day", which has achieved very good promotion effect. 3. Emotion, emotional experience, festivals, birthdays and other greetings are essential, but the content and form should be more vivid, otherwise there will be no feeling, especially the sense of privilege on the birthday. Let users really feel that the purpose is not to market him, but to treat him as a VIP. For example, using SMS/E-mail group service, send it in the form of variables. 4. Reach, reach the user Reach the user and tell the user the current state and the next operation, which is direct and effective. Common ways to reach users are SMS, email, WeChat official account template message, etc. It is best to be two-way, and users' feedback and opinions can be received in time. 5. What are the advantages of SMS cloud service? How can I help you? 1. The sending of accurate short messages is different from telephone calls, and telephone customers have to answer to know our main purpose; And short messages only need to be sent out, customers will receive them, and the reading rate will increase. SMS will not affect each other's normal life. We can send SMS to each other at any time. Even if the phone is turned off, the short message will be temporarily stored in the telecom server, and the other party can see it when it is turned on. 2. Tolerance It costs tens of thousands of dollars to put advertisements on TV stations for a few seconds. Some people rarely watch TV, but now almost everyone has a mobile phone! And the reading rate of short messages and emails is higher, which improves the marketing effect. Send your product information to the target customer's mobile phone quickly and accurately. The most important thing is that the cost is still very low. 3. It takes only a few simple steps to use SUBMAIL SMS cloud service in real time. The rapid transmission of 800 lines per second, three seconds and ten minutes access makes the transmission of enterprise text more valuable. 4. Flexibility SMS and email marketing time is extremely flexible, and enterprises or businesses can choose advertising time and content form according to product characteristics. Any time, any place, any form of marketing content, you can send it whenever you want! Any form of notification, marketing and verification code in any industry can be used flexibly. 5. The arrival rate of stable and reliable SMS cloud service is as high as 99.9%. 6. Easy-to-operate SMS cloud service can be simply operated on the computer without sending one mobile phone at a time, but its functions are very comprehensive and powerful, which brings a more efficient membership system to the enterprise but saves the labor of a team. For a start-up enterprise, it is a very good way to get the maximum benefit and effect in the shortest time and cost! Let users know about the products of the enterprise and constantly awaken and transform users! So I can help you do membership marketing better. After the free trial by Teacher Chen, the new member 120% was added in the month, and the conversion rate was increased by 300%! Form a dimension reduction blow to other competitors in the mall! In this era of excess products and rapid changes, our own efforts and strength are very important, but we must also find ways to get twice the result with half the effort!