many brands use membership system to promote innovation and transformation, but improper membership marketing can not only improve transformation, but may also make the brand lose money. In this article, the author shared his own experience on how to do a good job in membership marketing, and also listed a detailed methodology. Let's take a look. Not long ago, a friend of mine, Mr. Chen, who is engaged in catering, tweeted to me that it is too difficult to build a membership system now. Some of the whole shopping malls open for gifts, some distribute leaflets every day, and some use various marketing methods: "online celebrity" and "Old Shop", which are well-known. He also tried all of them, which cost a lot, but the effect was like a stone. His men secretly criticized Mr. Chen for fooling around, and the boss asked the results all day long. These days, all he said in his dreams was to send luxury gift packages to members! I can understand his distress very well. Nowadays, the market competition is fierce, and every enterprise and business is very willing to do all kinds of tricks, and the Eight Immortals can show their magical powers when they cross the sea. But sometimes people will fall into a strange circle, that is, they will rush to a goal for a long time and forget why they set out. Please think about it, why do you want to do membership marketing? Are you sitting still? It's time to drive. 1. Why do membership marketing? Summarize the following four points. 1. Lower cost. Generally speaking, the cost of maintaining an old customer is lower than that of developing a new customer, including economic cost, time cost and labor cost. The cost of acquiring a new customer is 5-6 times that of maintaining old customers. 2. Marketing uses member information and consumption habits to classify members more accurately, and provides differentiated services and accurate marketing. 3. The contribution rate and sustainability are higher. 81% of the turnover of general stores is brought by 21% loyal old customers, who are the most important customer groups. Only by cultivating a group of loyal "fans" will it bring more sustainable income and flow. 4. Brand word-of-mouth promotion is better. The word-of-mouth recommendation effect of old customers is often easier to be accepted by new customers than the advertisements and activities made by enterprises, and the drainage effect of new customers is far better than the promotion of the store itself. Every satisfied customer will bring eight potential new customers, at least one of which will be transformed into a loyal customer. Therefore, we need to sort out these four points, and then divide the membership marketing into three parts: two or four steps to accurately lock in new members. 1. User group positioning Enterprises must first clarify their own products, accurately position and subdivide the target user groups. At present, there are fewer and fewer products that can be introduced to all users, because the needs of users are becoming more and more diversified, and it is increasingly difficult to meet the needs of all users through one product. Even for popular platforms like Didi, Hungry, and Tik Tok, the target user groups targeted at the beginning are sufficiently subdivided. 2. Channel Adaptation After locating the target user group, we must find suitable channels, which are mainly divided into online, offline and mobile terminals. Channels are too rich to be tried and error, so it is necessary to understand the characteristics of channels' own user groups. For example, the main users of the airport are high-end travel users, and most of them are business people; The main users are young girls who like to take selfies. There are also some tools, using the cloud platform, which have low cost, wide coverage and direct effect, and this is also the tool that SUBMAIL has been building. 3. Benchmarking analysis Before determining the new strategy, there is another important step: benchmarking research. Benchmark the innovation methods of leading research industry and competitors, and understand the key actions and achievements they have taken in different life cycles such as product start-up, growth and maturity. 4. Formulate a new strategy. After doing the above work, we can formulate a new strategy according to the user group positioning and channel attributes, that is, launching channels, launching strategies, launching opportunities, etc. If the above work is fully prepared, the new strategy has killed 61% of opponents! Third, wake up the sleeping members at different levels. From top to bottom, they are high-value members, active members, and the lowest layer is sleeping members. Sleeping members are divided into two types, one is low-cost and low-frequency members, and the other is sleeping members. Sleeping members refer to members who have no consumption records for two months. For sleeping members, we have two operating strategies: to attract sleeping customers to come again by awakening promotional activities; Collect customer feedback through communication and exchange, and constantly improve and perfect our management and service. At this point, some friends may have questions. Sleeping users have not come to the store for two months. Isn't it much more difficult and costly for me to wake them up than active members? That's true, but the operation of members is a funnel. We not only have to operate through various activities, just like adding sand to the funnel, we also have to find ways to plug the leak or even get the sand back. Only in this way can the user system grow up healthily. Sleeping members are still resources to be exploited. We can't stop operating sleeping members because of the relatively high operating cost, which will lead to a growing gap in the user funnel and eventually seriously affect the operation of the membership system. What's more, in addition to narrowing the gap in the user funnel, we have countless data showing that the cost of retaining 1 old members is far lower than the cost of acquiring 1 new members. Therefore, the operation of sleeping members can not only help us retain users, but also help us increase active users. 1. How do sleeping members wake up? Members who haven't traded for nearly six months are called sleeping members. Some of them may have left the business circle because of customer complaints. However, there is a cost in member development. The development cost of each effective member is not lower than that of 25 yuan, and an dissatisfied customer will tell many people his feelings, which will affect our corporate image. Therefore, this part of sleeping members must be awakened. First of all, we should analyze the data of existing members, classify them, send short messages and email marketing to sleeping members. According to the sleeping time, the corresponding promotion coupons are issued. Generally, the longer the sleeping time, the greater the preferential strength of the promotion coupons. Finally, the participation rate of the activities is counted. For example, it can be divided into: 31-61 days of unconsumed members, 61-91 days of unconsumed members, and more than 91 days of unconsumed members. Our biggest purpose is to find out the reasons why members are asleep, improve their own services and management, and find out the marketing shortcomings. Only by finding the reason can the problem be solved. Only by solving the reasons why members are asleep can we have the most efficient wake-up rate. Sleeping users will not fall asleep again after being awakened, and active users will not easily become sleeping members, so that the whole membership system can really grow up healthily. 2. Low-cost and low-frequency sub-member operation mode. Their characteristic is that they will come with marketing activities, and they will not come without marketing activities. For this group of users. It is suggested that the list of this group of users can be determined through systematic screening, which is not the key event marketing users. We often find that some customers have only had one membership transaction and have never been to our store since. Some of the customers happened to pass by the store during our promotion activities, and they temporarily applied for membership cards when they saw the shopping discounts; There are also some people who repeatedly apply for cards in order to get more gifts because they have gifts for joining members; Another part is forgetting that I have joined our membership. Therefore, we need to: send SMS or email to the new members who joined last month on the 1 th of each month. "Thank you for joining XX Store as our member, and warmly remind you that you will enjoy the following membership rights. With this news, you can reduce 5 yuan's cash when shopping in the store." Birthday/holiday wishes: On the 1 th of each month, we will export the information of members who will celebrate their birthdays this month, send them information and tell them that they are privileged or can receive gifts. Grateful feedback for points: each enterprise has its own redemption rules in the membership point management system. It is suggested that points can be exchanged at a fixed time every month, and SMS reminders can be sent in time. Fourth, the four sharp tools to efficiently transform users * Jane, profit, emotion, and reach *1. Jane, simple 1) To be simple and clear, first consider subtraction, cut off unnecessary thresholds and links, such as some cash loan products and personal information pages of the main process, you need to fill in more than N information. Do the common email address and company name have to be required in the main process? In the main process, it is not unnecessary, and it can be cut if it can. 2) If it can't be cut off, see how to simplify the existing operations to make the user's operation path shortest, such as applying for membership and receiving gift packages, and try to make the operation simple and clear. Whatever can reduce user input and simplify user operation process, don't bother users and let them do the simplest operation. 3) Make users feel simple, with low understanding cost, short and powerful cognitive copy, with low understanding cost, and also make users feel that your product is simple and uncomplicated. 2. Benefits, stakes, and benefits drive the rewards for users, which can be simply divided into three types: one is a real preferential reward, the other is a virtual reward for satisfying vanity and improving status, and the other is that failure to do so will bring you losses. We can do targeted stimulation, promotion and transformation for these three types of rewards. 1) Preferential rewards 2) Virtual identity or status privileges, such as grading users, different levels of users have different membership levels and privileges. 3) Tell users that the loss caused by not doing this will bring better promotion effect than "telling users what benefits it will bring" and "telling users what disadvantages it will bring". 361 secure browser tells users that if you don't install 361 secure browser, you may enter unsafe websites or phishing websites when you visit websites or shop, and gives statistics of "how many people suffer how many losses in a day", which has achieved very good promotion effect. 3. Emotion, emotional experience, festivals, birthdays and other greetings are essential, but the content and form should be more vivid, otherwise there will be no feeling, especially the sense of privilege on the birthday. Let users truly feel that the purpose is not to market him, but to treat him as a VIP. For example, using SMS/E-mail group sending service, sending it in the form of variables. 4. Reach, reach the user Reach the user and tell the user the current state and the next operation, which is direct and effective. Common ways to reach users are SMS, email, WeChat WeChat official account template message, etc. It is best to be two-way, and users' feedback and opinions can be received in time. 5. What are the advantages of SMS cloud service? How can I help you? 1. The sending of accurate short messages is different from that of telephone calls, and telephone customers must answer it to know our main purpose; And short messages only need to be sent, customers will receive them, and the reading rate will increase. SMS will not affect each other's normal life, and we can send SMS to each other at any time. Even if the phone is turned off, the SMS will be temporarily stored in the telecom server, and the other party will see it when it is turned on. 2. Affordability It costs tens of thousands of dollars to put an advertisement in a TV station for a few seconds, and some people rarely watch TV, but now almost everyone has a mobile phone! And the reading rate of short messages and emails is higher, which improves the marketing effect. Send your product information to the target customer's mobile phone quickly and accurately. The most important thing is that the cost is still very low. 3. Real-time use of SUBMAIL SMS cloud service, just a few simple steps. The rapid transmission of 811 lines/second, three seconds, ten minutes access, makes the transmission of enterprise text more valuable. 4. Flexibility SMS and email marketing time is extremely flexible, and enterprises or businesses can choose advertising time and content form according to product characteristics. Any time, place, any form of marketing content, want to send it! Any form of notification, marketing and verification code in any industry is flexible for you to use. 5. The arrival rate of stable and reliable SMS cloud service is as high as 99.9%. 6. Easy to operate SMS cloud service does not need to be sent by mobile phone one by one, but it can be simply operated on the computer, but its function is very comprehensive and powerful, which brings a more efficient membership system to the enterprise but saves a team's labor. It is a very good way for a start-up enterprise to get the maximum benefit and effect in the shortest time and cost! Let users know about the products of the enterprise and constantly wake up and transform users! Therefore, it can better help you do membership marketing. After Mr. Chen tried it for free, he added 1.21% new members that month and the conversion rate increased by 311%! Form a dimension reduction blow to other competitors in the mall! In this era of excess products and rapid changes, our own efforts and strength are very important, but we must also find ways to get twice the result with half the effort!