Membership Marketing Plan (I) I. Overview
Membership is also called enterprise membership, membership club and membership sales. It is based on "customer's contribution to the enterprise". From the enterprise's point of view, "customer's contribution to the enterprise" is reflected in the customer's value. The practical significance of "membership sales" lies in creating membership value, or in other words, realizing "maximum membership value".
Under normal circumstances, membership system will only exist in industries where customers can generate repeated consumption.
Second, the key factors of membership system
The key factors of membership system include the following aspects:
1. Customer value: including customer consumption (consumption amount, consumption quantity, consumption times), customer recommendation (recommendation times, recommendation quality, customer value of recommender) and customer participation (customer participation in corporate publicity and other activities);
2. Time characteristics of customer value: used to express customers' consumption, introduction and participation. Time shows that, generally speaking, customer value gradually decreases with time.
3. Ways to improve repeat sales: General members will be rewarded with points for repeated consumption. The more members spend, the higher the points and the more discounts.
Usually, the value of a member is expressed by the customer's "membership level" (non-member, star member, gold card member, VIP member, etc. ), and the customer's membership level shows the customer's contribution to the enterprise. "Membership Grade" measures customers' contribution to the enterprise through "membership points". When the membership points are accumulated to the integral index defined by the enterprise membership system, it will be modified to the corresponding membership level.
Membership system has formed a two-dimensional customer value governance system with time as the X axis and customer value as the Y axis. Where the Y axis is a physical existence system and the X axis is a virtual governance system.
Third, the main points of common membership system
The integral term of membership system shows that the enterprise thinks that the behaviors of members are valuable to the enterprise. It usually includes: member purchase, member recommending others to buy, member experience exchange, member's recognition of the enterprise, etc.
Buying is a must. In general, membership can only be obtained by purchasing.
The point system quantifies the value of members by numbers (member points), which is convenient for enterprises to express the value of members in monetary form, and makes the value items such as member purchase and member recommending others to buy organically unified.
Quantitative method of membership value;
1. Quantification of member purchases: Proportional quantification is usually adopted. For each product product with X quantity (amount), the more you buy, the more points you get. There are some variations in the practice of proportional quantization. It is usually used that the integer ratio changes with the existing ratio. Generally, the more integrals there are, the higher the integral ratio is.
2. Quantization of member recommendation: There are two common quantification methods: fixed integral and proportional integral. Fixed integral takes the recommended number as the integral parameter, and proportional integral takes the recommended sales volume as the integral parameter. There are also quantitative methods using definite integral and proportional integral.
3. Other points: generally refers to participation in points. The quantification of participation generally takes participation times and participation nature as integral parameters.
Fourth, the classification of membership system
According to the different methods of quantifying membership value, the membership system of an enterprise can be divided into three types:
1. Fixed-point type: it is a membership type in the original sense. Generally, the fixed-point type does not consider the recommendation and participation of members, and accumulates customer consumption points with a fixed integral ratio. When the number of points reaches the specified size, the membership level will change. General membership level only represents the historical value of customers (no time characteristics).
2. Variable integral type: different from fixed integral type, variable integral type adopts different grading coefficients for different member grades, which reflects the re-understanding of member value. Generally speaking, the higher the membership level, the greater the integral coefficient. Membership grade can only express the historical value of customers (no time feature), and enterprises will organize various thank-you and gift-giving activities according to membership grade. Generally, member recommendation and member participation are not considered. This is a popular membership system at present.
3. Variable points: Different from variable points, under the variable points membership system, (1) membership points can be used for token consumption, and customers can flexibly decide how to use their own membership points. One of the main characteristics of this system is that membership points become a sufficient condition for membership level, but no longer a necessary condition. Generally speaking, the integral membership change system has the function of customers participating in integral governance. At present, some dynamic enterprises have been established relatively late, and this membership system is adopted because they have adopted various marketing methods, such as conference marketing, specialty stores and advertisements.
V. Jin Peng Membership Solutions
1, function:
It is intuitive and convenient to quantify the value of members with membership points, and the value items such as member purchase, member recommendation purchase and member participation can be quantified as membership points.
The numerical quantization rules are flexible, and it also supports definite integral, proportional integral, phased definite integral, phased proportional integral and other quantization methods.
Support the quantification of value recommended by members, and the quantification rules are flexible.
Support the value quantification of member participation, and the quantification rules are flexible.
The membership promotion system is flexible, and it also supports the promotion system with zero return and no return.
The membership system is easy to modify.
Membership marketing plan (2) 1. Member background
1. What is membership sales?
Membership sales means that enterprises develop customers in the form of membership, provide differentiated services and precise marketing, improve customer loyalty and return rate, and increase long-term profits of enterprises.
2, the significance of membership marketing
An authoritative expert in world marketing said: The cost for an enterprise to win a new customer is 7~ 10 times that of retaining an old customer, and retaining 5% customers may bring 100% profit to the enterprise.
3. Membership marketing "20/80 rule"
20% of important customers have created 80% of the company's profits.
How to concentrate 80% energy on 20% important customers?
4. Purpose of members
(1) Get members and attract customers' consumption experience.
(2) Obtain membership information and form initial consumption.
(3) Improve the analysis of membership information and data mining.
(4) Member care services, increase the viscosity of members, increase the repeat purchase rate, and play an interactive role.
(5) Establish a member management system to form word-of-mouth marketing and brand influence.
Second, the membership marketing plan
1, attracting new customers to the store.
Wechat will recruit QR codes, print them on X stations, newspapers, magazines, in-store booths, color pages and paper vouchers, and distribute them in large quantities to acquire customers.
2. Get customer information and keep old customers.
(1) Customers can apply for membership cards through WeChat or directly at the store.
For example, if you buy a ticket of 1000 yuan, you can use 50 yuan vouchers to attract customers to buy it for the first time.
(2) For corporate customers, the member recharge function is opened, so that members can pre-recharge, improve cash flow, avoid bad debts, and bind members for a long time. (For example, if you deposit 65438+ 10,000 yuan, you will get 5,000 yuan, 500,000 yuan, 1 10,000 yuan, and you will get120,000 yuan).
(3) Consumption points, binding the executor
Consumption 100 yuan accumulative 1 points, 1 points can be used as 1 yuan, or can be redeemed for gifts cumulatively. Generally, people who buy air tickets are not people who fly, but often company clerks or receptionists. The ticket price is not their biggest concern, and getting points can make them profitable. That's what they care about. ).
3. Enhance interactivity and become a self-marketing platform.
Membership marketing aims to improve customer stickiness, improve the return rate and the referral of old customers, and provide the following reference:
(1) Recommend courtesy. The old member forwarded through the WeChat circle of friends and successfully recommended a member, rewarding 10 points (value 10 yuan); -Old customers recommend new customers.
(2) Join the club politely. New members can get a 10 yuan voucher by scanning the QR code or registering through a circle of friends-to attract consumption.
(3) According to the analysis of customer data, recommend some tourist routes regularly, such as leisure landscape tour and vitality tour.
(4) Birthday wishes, preferential notices for going home for holidays and off-season promotions.