How to Organize China's New Year's Savings-Gifts (2)

With the continuous development of the Spring Festival savings activities of major banks, the involution between banks has intensified, and existing customers have given gifts. People give gifts every year, and he is used to it. Stranger customers will be very excited when they see and hear it, and will come to deposit money. So what do they think in the gift? There are roughly the following points:

1. Want to have a gift, not less than last year, the same as last year (compare yourself with yourself)

2. My talent can't be worse than others, and I have to have what others have (compare myself with others).

3. Banks that save more money will give me better gifts than banks that save less money, and banks that save less money can also meet psychological expectations (peer comparison).

4. My gift should be useful, and it is best to be exactly what I need (the functional attribute and the degree of urgent need of the gift).

5. My gift should match the amount of my deposit, and as much money as I save, it will have much value (matching attribute of the gift).

6. Someone misses me (Maslow's Demand Theory)

What should we do about these ideas of customers?

1. Talking from the commodity placement in large supermarkets

Have you noticed that some large supermarkets will adjust the product placement area every once in a while, which leads us to complain that "XX can't be found" when shopping. Although we will complain, it will not affect our shopping, and when we go shopping, we will find some other "useful" things, so we will reach more transactions. Actually, it's the same as giving us gifts. If I gave a bottle of oil and a bottle of laundry detergent last year, I will still give a bottle of oil and a bottle of laundry detergent this year. The result is that customers lack surprises, a bit like when you are in love. How would you feel if you gave the same thing to your girlfriend every holiday? In addition, there is one more thing. The prices of oil and laundry detergent are relatively transparent. After all, you can see it in the supermarket. Anyone with a little common sense of life knows the approximate price of a bottle of oil and laundry detergent. Even if it is a group purchase, it will not be cheap.

The conclusion is that we can't always give the same thing and something with relatively transparent price unless we have more profit space than retail. Therefore, we should do a good job in screening gifts every year, and try not to repeat the same thing every year, so that people can easily estimate the value of gifts.

2. Gifts should also be accompanied by good copy, good meaning and good interest.

Just like Nongfu Spring's classic advertising slogan "We don't produce water, we are just porters of nature", similarly, gifts should be accompanied by good copy, which means good benefits. For example, for some customers in the animal year, you should learn to collect some items of the zodiac in the animal year, just released commemorative coins or stamps of the zodiac. Do you want to send them? (Wait a minute), packaging, and "copywriting" packaging. For example, the commemorative coins you get can be wiped clean, put into a plastic shell, then put into a red envelope, written with blessings, and given to customers at the right time. When you send it, you should also tell vividly how you received it and how you prepared it. For example, for elderly customers, you should pay attention to their health and send gifts, such as black fungus and tremella or Northeast China. I also want to ask you a thousand times. This fungus can relieve coronary atherosclerosis. How do we buy (also described in images, with some scenes) is to consider your actual needs, so as to leave a deep impression on customers and send gifts to others' hearts.

The conclusion is: a gift should be accompanied by a good copy, a good moral, a good interest point, the same price and a good moral, which will often leave a deep impression on people and bring them closer.

By the way, you usually need to observe and collect more information and get in touch with local customs, so as to find out the demand points and good gift-giving objects. For example, on Thursday night, my wife and I were walking in the old city and met a colleague. She said that she was going to buy fruit, and "a fruit shop was engaged in group buying", so when she came back, she left her mind at rest and stopped by to find the fruit shop she went to.

3. Small customers send samples, and big customers send sincerity.

Small depositors, because they don't have much savings, usually send a thin gift every year, which may be a bottle of wine or a bottle of laundry detergent. At this time, a small customer took a bottle of wine from the bank and went back alone. When I meet an acquaintance on the road, he probably won't say it's from the bank, or even spit out a sentence, "XX Bank is stingy and sent such a bottle of wine." There is a classic saying: I can say that I am poor, but others can't say that about me (because everyone has self-esteem). As a result, the bank gave a gift, which was not good and its reputation was affected. So what should we do? The number of samples wins. Why are wedding candy gift boxes getting better and better now? Some gift boxes are even made like suitcases, but when you open them, the old ones can't run away. Red dates, sugar, preserved eggs, jelly, etc. They used to exist, so why are they so good? Because of the luxurious packaging and abundant samples, it will be forced to go up. This is what we often say: the Buddha depends on the clothes, and the candy should be boxed. So we might as well split the value of a gift, an environmental protection bag, couplets and blessings (this is generally good), and some kitchen necessities, a rag, a dish washing ball, a dish washing brush, a drain basket, etc. , characterized by low price, large size, so that customers have a sense of fullness, holding it will be very satisfied.

Big depositors, because of their large deposits, send many gifts every year, such as a quilt, a rice cooker, a stew pot and so on. But it's like giving a gift to a girl you like. A group of suitors are scrambling to give gifts. What you send is street goods, and it is impossible to win the hearts of other girls. So be sincere. A big customer is not short of material things, but he cares more about the spiritual level, which requires us to study Maslow's demand theory in depth. Send what? Gifts must be meaningful, as we said in the second point, there must be good copy, good meaning and good interests. Usually pay more attention to the official WeChat account, such as the official WeChat account of the post office. There will be some exquisite stamps in it, which are not expensive, and some are only 20 or 30 yuan, but the exquisite packaging is more subtle, and there is still room for appreciation in the later stage. For example, some products from other regions, such as navel orange in Ganzhou, auricularia auricula in Lishui, high-quality rice in Northeast China, jujube in Xinjiang, etc. You can choose the kind that other banks can't think of, but it is cost-effective and meets customer expectations.

4. Giving gifts is not the purpose, but the organization is the purpose.

Is it over to give gifts? Wrong, our marketing has just begun. When giving gifts, we will pull our customers to talk about their daily lives and pull them back to online activities. For customers who don't have much deposits, you should give them a mat and deposit 10000 yuan to get a prize for the New Year. Let me know when you come, and I will pay attention to whether the grand prize is won today. If not, I'll let you come again. Then someone will ask, what if you don't draw? You prepare a red envelope in advance (a lottery ticket for this issue is stuffed in the red envelope), and if you don't win, you will give a red envelope, saying that there is a surprise inside, and you may win the prize. There is a hidden psychology: Why do many people like to buy lottery tickets? Who let 2 yuan Jr. carry a dream of 100 million yuan? ) And if you win, you will be happier. Doesn't that mean your client won the lottery? He is happy, so are you. Maybe he won't bring 1 10,000 tomorrow, but110,000, and he intends to deposit it in another bank. So be sure to ask customers, leave more, and participate in the lucky draw of branch activities.

For big customers, that's enough. Needless to say, it's too clear. Don't just say how much money you saved for me. By the way, this year's task is heavy. At present, it is still short of1100,000 (this value must match the strength of customers). General big customers, who can understand voiceover, will definitely give strength. After you come in with money, you should thank others well, from telephone thanks to door-to-door thanks. By the way, put it in your mobile phone. You are in X, X, X, X, X, X, X, X, X, X, X, X, X, X, X, X, X, X, X, X, X, X, X, X, X. Thank you for the deposit amount of X years, X months, X days, X minutes and X minutes. It really solved the urgent need. Kind of like a young couple. She has always been very concerned about whether you can remember the various anniversaries of both sides. The reason is the same.

Summary:

Organize and save every year, carefully choose gifts, do them in the right way, thank you in a thousand words, give affordable and valuable gifts, be sincere in everything and do things sincerely.