With the maturity of the market and the increasingly fierce competition, the competitive strategy of enterprises should change from the original price war and advertising war to service war and value-added war, and membership marketing is the best embodiment; Through the membership platform, we will create opportunities for contact, communication, participation, touching customers and soft publicity, so that customers can develop brand habits and dependence, and then generate a sense of brand belonging.
Membership card sales is a comprehensive and comprehensive marketing activity, which requires clear objectives, service items and expense budget in advance. Enterprises must clearly realize that after consumers join member organizations, they put their membership cards in their wallets because they are temporarily moved, which is definitely the failure of membership card sales. Membership is just the beginning. Whether members can join in and take the initiative to participate in care is fundamental. This requires us to have a comprehensive, scientific, tailored, unique and novel membership system and value-added services; We incorporate membership card sales into the overall marketing strategy of the enterprise. No matter in member recruitment, member management, promotion, networking activities, etc. Enterprises should make full budget and planning at the beginning of each activity and design a complete and comprehensive marketing plan.
The design of membership system must pay attention to the combination with enterprises and customers. For example, when designing and formulating membership types, according to the customer attributes of market segments (age, consumption level, industry attributes, etc.). ), first of all, we should consider two main factors: psychological identity and effective ladder type. The statistical chart of the final development of the general membership system should be a diamond, with two sharp ends and a big middle, because the middle membership level belongs to the main membership type, that is, the person you want to develop into a member most. Here is the threshold level, and the brand logo level above is to set off the brand and cost performance of the middle membership level. In addition, the ladder between different levels is the key. If the hierarchy is too dense, services, discounts and points cannot be opened, and the advantages cannot be reflected. If it is too big and it is too difficult to upgrade the membership, it will give up the consumption upgrade. According to psychological analysis, when it is generally higher than 20% of the basic psychological tolerance line, it belongs to the range that consumers are willing to try, so psychological identity and effective ladder type are very important in the design of membership types. For example, a beauty salon spends about 4,000 yuan at most, and beauty salons spend 1 1,000 (9.5 fold), 2,000 (9 fold), 4,000 (8.5 fold), 8,000 (8 fold), 1 1,000 (7.5 fold) respectively according to the stored value. The reason is that the above two key points have not been taken into account in the membership setting, and the above two mistakes have been made in the six-level design. As a result, the membership of level modulation was 2000 (10% off), 5000 (20% off) and 8000 (30% off), and the membership system expanded rapidly, and the income was greatly improved.
2. Do a good job in the continuity of member value-added services.
Some brands also think of many novel ideas in value-added services, such as birthday parties, hot-blooded group discussions, parenting education, family competitions, mom shows and so on. However, many activities are not fully planned and often notified in a short time, which makes our members feel lack of systematicness, stability and self-control. Therefore, participation and concentration will be greatly reduced. The reason why we implement the membership system is to use this platform to provide opportunities to meet and communicate with customers repeatedly, so that our brand can deepen its memory in his mind and make them get used to and rely on our activities and brands. Therefore, our regular activity modules and holding time should be fixed, and the member center should also plan and inform members of the membership services for the next year at the end of the previous year, so that members can feel our rich value-added activities throughout the year, feel the sense of gain in advance, and enhance expectations and loyalty (of course, we can occasionally design 1-2 surprises to surprise members). Theme activities should be linked in design, not only around the enterprise, but also between the upper and lower activities, so that members can have expectations for the next activity when they participate in this activity.
3. Make membership activities more participatory.
Membership activities are not performance shows, but an emotional experience and sublimation marketing, so activities should pay attention to participation, and sometimes performing with big-name stars is not as fresh as members' memories. Many members need more dating platforms and business platforms. Our responsibility is to build and maintain this platform, such as retaining customers. It is very feasible and necessary for us to establish a perfect enterprise customer network and develop the new needs of old customers together with enterprises. This kind of enterprise customer network is actually a derivative of customer relationship management through membership card system.
4. Make the added value of members more quantitative.
The value-added activities of members should not only be done, but more importantly, they should be quantified, which will lead to rising consumption. For example, many of us have membership cards in supermarkets, but we seldom use them, let alone how many points we get, because in the minds of members, this point is returned too far into space, and we have no idea what it will be, just like 5% cash 100 and cash 5 yuan. It must be the latter that makes customers feel more direct. Therefore, we should regularly quantify our value-added services to our members. For example, according to the statistics of CRM system, customers spend 500 yuan on average every week, and we will systematically remind members: "Dear * * * members, thank you for your love for us all the time. Warm reminder: You currently spend an average of 500 yuan every week, and now you earn * * * *. If you continue to spend regularly, you will get points * * * * *. At the end of the year, you can directly exchange items with value from 200 yuan 1 piece (optional products). If you spend 800 yuan every week, you will get points in one year. At the end of the year, you can directly exchange items with value from 500 yuan 1 piece (optional goods). I wish you a happy shopping! " Will our members feel that their consumption goals are clearer and their psychology is more practical after receiving the text message? !
5. Establish a perfect CRM system.
Establishing a perfect CRM system is the key to enterprise customer management, personalized service and marketing design. Enterprises need to establish a detailed membership information base, including consumers' gender, age, occupation, average monthly income, personality preference, education level, living range and so on. , as well as consumption record information, record the brand, model, price, quantity, consumption time and other information of products consumed by members this time, and provide reliable information for future value-added services of enterprises. Enterprises can also analyze the consumption history of member consumers, get different consumption preferences of each consumer, and analyze the cycle of consumers' consumption of a commodity according to the records of consumer consumption time. Therefore, an enterprise can send a catalogue of goods that conforms to its consumption personality to its member consumers at the right time to carry out very effective advertising, or directly deliver a certain commodity to the right member consumers at the right time. This can make consumers feel that enterprises care about consumers all the time, and truly establish the feelings between consumers and enterprises.
At the same time, these databases are also the key basis for our enterprise to carry out new product development, advertising planning, marketing planning and customer analysis;
6, strategic alliance, upgrade the membership system
Now the fiercely competitive market is not competing with each other, but has entered the era of * * * sharing and cooperation. Isn't chain the best example? At first, many chain stores asked for a city. Later, it was found that as long as a city did not exceed the business circle, it could not become internal competition. Several chain stores co-exist, but business has not been affected, but has turned around, which is completely inseparable from the store in Duo Long and the enjoyment of resources.
Our chain enterprises have the advantages of brand and network. National members of chain brands can enjoy the structural mode of headquarters service+single store service, with the headquarters member center doing large-scale activities in a unified way and the single store doing routine auxiliary value-added services; Chain brand membership cards should be used nationwide, and single stores with access to the national network can also enjoy the consumption of member stored-value cards, and the headquarters can make unified settlement every month. This convenient value-added service is not available in non-chain enterprises and belongs to the advantage of core members.
In addition, consumers now have a variety of membership cards, which actually brings a lot of inconvenience to consumers' consumption. If enterprise membership cards from different industries are combined to provide services for members. As long as the member is a member of one of the enterprises, the membership card can enjoy the membership service in designated companies in different industries. First, members are convenient and add value; Second, the investment of enterprise members has decreased; Third, member resources; The combined membership card system can make multiple enterprises enjoy the market and consumers very conveniently. The development of customers by multiple enterprises is more comprehensive than that by one enterprise. Enterprises can have more information about potential consumer groups. The combined membership card system can make it very convenient for members to enjoy membership treatment in different enterprises, and can accept all-round and humanized services or help from multiple enterprises. Consumers can easily complete a series of related consumption activities and have a good mood at the same time.