Contact Marketing In Garment Industry

Recently and some

When communicating with friends, it is found that everyone is eager to learn some effective marketing tools for their industry.

After communicating with them about the tool of contact marketing, everyone is very interested. I hope I can write it out.

That's what I promised.

Contact point marketing actually has a wide range of applications, far more than the clothing industry.

As long as we have grasped the basic principles, we believe we can draw inferences from others, and apply contact point marketing to more fields.

What is touch point marketing?

Contact point management means to seize the "critical moment" that comes into contact with customers.

It was put forward by Carlson, a famous entrepreneur.

Through contact point management, these critical moments of contact with customers turn into customer satisfaction.

Contact point marketing is an extension of contact point management.

By actively engaging in marketing activities at these critical moments with customers, we can promote sales through rapid customer satisfaction.

Contact point management in the brand global brand network management is nothing new, but it is rarely involved in the apparel industry dominated by the company.

The "critical moment" here refers to the situation where a customer has the opportunity to face a product or brand information.

It is the source of product or brand information.

It may be a moment for customers to browse the company's website, or maybe we can communicate directly with customers.

Illustrate with examples.

A company decided to order a batch of computers.

The purchasing department first collects some information about suppliers.

This information may come from Alibaba, yellow pages, industry information magazines, or friends.

The medium for obtaining such information is the first contact point.

After that, the purchasing department may log on to the supplier's website or telephone. There are second contact points between the supplier's website and the business department that answers the phone.

Then the supplier sends business representatives to negotiate, provide solutions, and purchase departments to visit suppliers, sales, after sales services and so on.

All these details are contact points.

Without these contact points, customers would not be able to purchase products or services.

It should be pointed out that the principle of contact point marketing is very similar to the principle of sales funnel.

Each contact point is like a funnel screen, where customers have at least two contact points to complete the learning process.

If it is a product with low involvement, it follows the cognitive action perception process.

It is possible to complete the two processes of cognition and action through a contact point at the exhibition. The number of potential customers in the first screen (contact point) is large, but the number of customers will be fewer after each layer of screen.

Go to the bottom of the funnel.

The smaller the number, the greater the likelihood of a deal.

Finally, all potential customers through the screen (contact point) will become your trading customers.

Customers must undergo a series of reactions before entering the next contact point, and each contact point must not be ignored.

Therefore, the key to touch point marketing is to provide value that can satisfy potential customers.

Satisfy customers at every contact point.

To a large extent, this determines whether the customer will conclude the paction.