Comprehensive Analysis Of How To Make VIP Customer Marketing For Middle And Top Grade Clothing Brands

After the economic crisis, many brands in order to boost sales, increased the original VIP members of this important group of marketing.

This case is a famous brand menswear which is located in the middle and high end. It has been in operation for more than ten years. In early 09, the company developed a marketing plan for VIP customers, and set up a customer service center in the head office, similar to the customer service center of China Telecom and China Mobile. It launched the telephone promotion for the customers of the company's VIP database mainly by sending text messages and calling.

Let's not talk about the contribution of the new customer service center to the growth of business. After two to three months' operation, the center has been complained by many customers.

Customers feel that just because they have bought a suit (or the clothes that they like to wear), they have received a membership card and receive SMS and phone calls every month. This is simply a kind of interference.

A difficult problem is placed.

Should we do similar marketing? If we do it, what we should do is a problem that management needs to seriously consider and solve.

The first sign of such marketing is to imply that the business of the company's brand is not satisfactory.

A brand's business is bad, which means its market share is declining.

The decline in market share, so for high-end positioning, and even some luxury positioning of senior clothing, indicating that the brand is not the focus of attention, not even the industry's pursuit of the trend of choice.

The second sign of such marketing is that promotion means lowering prices.

And every month, they are making phone calls, sending text messages and doing some price promotions. The value of clothes is greatly reduced.

How much real value did the clothing purchased at the original price have? The lower the price of the promotion, the more successful the activity is, the more sales it will be, the more people wear it, and the brand's original luxury and high-end position will also be reduced.

If a lot of people can wear this brand of clothes, then the advanced stuff is not advanced, and the luxury things become extravagant.

The third signal of such marketing is this kind of public service platform, similar to that of communication enterprises. In the past, consumers were criticized for their own service level and service process. The most advanced clothing brand borrows this way, and most consumers are negative about this habit.

Moreover, the service girl at headquarters is a telephone call from different members from all over the country. She has never met before and knows little about customers. If there is no professional training in telephone communication skills, it is impossible to create a personalized honorable service.

For every local member, he thinks he is a member of the local upper class. He should be respected. How can this mechanism meet the expectations and requirements of the customers?

If the head office does not do it, how can it be done by the branch store? The advantage of the salesperson is that they have a certain understanding of consumers because of shopping contacts, or even communicate with familiar local accents.

However, most of the shop personnel are terminal sales personnel, and are not familiar with telemarketing. How to communicate with customers by telephone is a quality that requires high skill and professional training.

Telemarketing and terminal sales are quite different in terms of personnel quality. Good telemarketing staff are still scarce than good terminal guides.

How can the head office complete at least 1 people in the whole country become qualified telephone communicators in the short term? Not only the cost of training is huge, but the process of branch service is very difficult to monitor. Once there is a problem, the subsequent remedial measures can not be quickly followed.

It is obvious that pferring to stores is not only costly but also difficult to operate.

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What are the benefits of brand new brand names? What is the core benefit of the special sales promotion to the customers? Is this kind of high-end positioning customers driven by the price reduction? 09 years ago, the lowest discount of a famous brand of women's clothing in Shenzhen was forty percent off, and in the spring of 09, it has hit seventy percent off.

When the old customers enter the shop, they say no discounts, and they are interested in the new ones. If they can buy new products at a discount price, of course, they will not buy them.

If it is a real international brand, it may be useful for the world's top luxury goods like LV.

Because it is rare to go shopping at such a low price, it may be tempted to buy it.

So why is the Guangzhou friendship store's forty percent off shopping day on Thanksgiving Day? That's why the traffic jam in the central part of the store is blocked.

SMS has less interference with customers than phone calls.

Under normal circumstances, the judgment of a text message first depends on who sent it.

If it belongs to friends, relatives, customers, colleagues, whatever the contents, we must open it.

If it is not a familiar person, then whether the message is noticed is mainly whether the content is valuable to oneself, valuable or reserved, no value is garbage, annoying, and the age of information is flooding. Who does not hate spam messages that do not break up?

The brand of this case is operated locally in China.

Telephone comparison with SMS can directly communicate with customers.

For example, many packages of telecom products are also introduced to customers through phone calls.

If you take a generous annual feedback from members, you can get a phone call once a year, but if you call more than two times a month, it's just to tell you that you should buy clothes, we have reduced prices, we have made new models, we have opened new stores, you haven't visited for a long time, etc., don't talk about customers. You think about it. If you receive such a phone call every month, how would you feel if you receive such a phone call every month? You may feel that you never want to shop again, and you never want to shop again, and do not want to choose this brand anymore because you feel that you have been disturbed to a great extent.

But low-grade marketing without grades will only backfire.

The practice of ignoring customers' feelings and focusing on their own interests is, of course, weary and evasive.

It is not just "informed" marketing, but also "advertising" marketing. In business society, the most important thing is to inform and advertise.

People refuse to buy because they are fed up with newspapers filled with thick and large editions. Even if they are 1 yuan, they also send a bottle of drink. The essence of clothing is a kind of value. An aesthetics, the more luxurious and advanced, it must be low-key.

In communication with customers, marketing should be a high level and high level "cultural marketing" and "personalized service". Both the way and content must reflect the noble nature of high-end men's clothing.

We can't change our past respect for customers because of business downturn and economic crisis.

The way and content of marketing must be matched with the brand positioning. Where is the advanced clothing, low-grade service, low-grade marketing? The telephone has been played, the short message has been sent, the customer not only does not think that is interferes, also is very grateful to you, this is the correct marketing technique! Therefore, that kind also puts

Many things do not discuss whether they can do it, but how to achieve good results.

We can't have such a fluke. Anyway, everyone in the market is almost the same now. We are much better than our peers. Our peers are not as good as ours.

In fact, the case of VIP customer marketing is not the dissatisfaction caused by peer competition, but the primary way of marketing means, and the gap between customers' expectation and demand is too large.

Therefore, the most difficult thing for an enterprise to surpass is not the competitor, but the consumer's expectation and requirement for the brand.

Some people say, well, our messages do not advertise.

For example, "May Day" has arrived. Send a greeting message to VIP guests. Is there no problem? OK, let's see what kind of SMS greeting.

"Pay attention to safety while driving."

Similar to the Public Security Bureau has begun to remind you through operators.

"During holidays, we should pay attention to rest and rest when traveling."

OK, similar messages, relatives and friends may have been reminded.

"Come to our store for tea and sit down."

But this is a clothing store, not a tea shop.

If you do not go online, do not download, do not forward other people's text messages, can you find a "short message" that allows customers to identify with brand genes, moved and liked?

Although it seems that it is not difficult to do things, but it is not an easy thing.

Otherwise, the boss can try a short message solicitation in the company. How long and how many times can he find out those short messages that give customers heartbeat and move customers with company brand culture?