How To Implement Contact Marketing In Garment Industry

Step one: confirm

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Identify where your contact points are with your target customers and sort them according to the order of contact with customers.

Determine which is the first contact point and which is the last contact point.

If it is a low involvement garment, it follows the cognitive action feeling process.

It is possible to complete the two processes of cognition and action through a contact point at the exhibition.

If the contact point is a website, you need to improve the effective flow of the website.

If the contact point is an industry magazine, then you have to increase the arrival rate and validity of the advertisement (but the measurement of the arrival rate and validity of the general advertisement is more complex, so the more direct and effective measurement method is the number of statistical enquiries).

Contact media for each contact point.

The second step is to determine the way to pmit information and information to each contact point.

After we confirm the contact point, we need to determine the way in which each contact point delivers information to customers and to convey information according to the way and characteristics of contact points with the target customers.

But note that the information and the way of each contact point are different.

To determine what information to convey in every contact point, we need to judge the involvement of the clothing you sell.

First, explain the concept of involvement.

If a garment customer needs to spend a lot of time and energy to understand and make purchase decisions, then we say this garment is a high involvement garment.

On the contrary, involvement is low.

Then why do we mention the concept of involvement? Because customers are different in the process of buying clothes with different involvement.

We can only do well the contact point marketing if we connect the contact point with the customer's purchase decision process.

For clothing with high involvement, it is necessary to convey different information to customers in stages.

commonly

Most of the clothing belongs to the clothing with high involvement. The purchase decision of customers follows the pattern of cognition, feeling and action.

This means that we must spend more energy to let our customers know more about clothes.

This requires us to pmit different information at different contact points.

Please note that customers have at least two contact points to complete the learning process.

If it is a low involvement garment, it follows the cognitive action feeling process.

It is possible to complete the two processes of cognition and action through a contact point at the exhibition.

The third step is to establish control points for each contact point.

The control index here is essentially the same as what we usually call sales targets.

All for managing and controlling the process.

The clothing of general clothing belongs to the clothing with high involvement. The purchase decision of customers follows the pattern of cognition, feeling and action.

This means that we must spend more energy to let our customers know more about clothes.

This requires us to pmit different information at different contact points.

Please note that customers have at least two contact points to complete the learning process.

For some key contact points, customer satisfaction is also an essential control index.

However, some control points of contact points are not easy to set.

For example, in the after-sale relationship maintenance, it is not enough to rely solely on the frequency of visiting customers.

How can we cooperate with

The establishment of a stable relationship is not controlled by indicators.

Sometimes the top managers of garment enterprises need to maintain customer relationship.