Postal salesman marketing case 1
First, the background analysis of delivery notice
1. The Notice of Housing Provident Fund is a powerful measure for the housing provident fund management department to be pragmatic for the people, and it is a concrete manifestation of government departments to build a harmonious society, improve their image and transform government functions. In economically developed provinces in southern China, notification forms have become an indispensable part of people's lives.
2. Employees urgently need to know their own housing accumulation fund. Langfang Municipal People's Congress and CPPCC have repeatedly proposed and called for creating a transparent environment for the personal income of ordinary grassroots workers.
3. Faced with more and more problems and complaints, the housing provident fund management department is also eager to let employees know about the payment of the unit and the operation of the center's own funds in some way.
Second, the feasibility analysis
1. Sending the Notice of Housing Provident Fund through a third party is an important means of transparent fund operation and preventing fund risks. At the same time, it is also an important measure for the housing provident fund management department to create a harmonious society, improve credibility and benefit ordinary employees.
2. Sending a notice can let enterprises and individuals know their own housing provident fund and ensure the legitimate rights and interests of ordinary employees.
3. Serving the notice is an important way to publicize the policies and regulations related to housing provident fund.
4. Langfang Post Office, relying on the city's urban and rural network, is willing to provide quality services for Langfang Housing Provident Fund Management Center, especially to carry out comprehensive cooperation in sending housing provident fund notices.
5. The postal department shall assist Langfang Housing Provident Fund Management Center to establish a comprehensive information database to dynamically manage the name and address of the depositor of housing provident fund.
Third, the content of cooperation.
1. Langfang Post Office is entrusted by Langfang Housing Provident Fund Management Center to send a notice of housing provident fund.
2. The notice of housing provident fund is divided into two types: announcement notice and personal notice.
(1) The personal notice details the depositor's deposit amount this year, the amount carried forward from the previous year, the withdrawal amount, interest, account balance and other information, so that the depositor can see his deposit at a glance.
(2) The notice list lists the units' deposits in detail, which provides convenience for the management of the provident fund deposits of each deposit unit.
3. The notification book carries business publicity materials to publicize and popularize the knowledge of housing provident fund.
Fourth, the way of cooperation.
1. Langfang Housing Provident Fund Management Center signed a framework agreement with Langfang Post Office.
2. Coordinated by Langfang Housing Provident Fund Management Center, the fund custodian bank is required to send a notice to the units and individual housing provident fund users in the fund account, and the expenses incurred shall be borne by the custodian bank. 3. Langfang Post Office signed a delivery agreement with the custodian bank.
Postal salesman marketing case 2
Mailing plan
1, preparation work
(1), has the postal department been established? Notice of housing provident fund project? Team, fully responsible for this project. (2), the project team? Notice of housing provident fund? The name, address, postal code and other data of the delivery object shall be collated and verified. The verification shall be carried out by means of on-site verification by the unit, telephone verification and letter verification.
2. Mode of delivery
(1), take the national standard envelope delivery, what is reflected in the envelope? Notice of housing provident fund? And the publicity content of the housing provident fund management center.
2. What is the front of this letter? Housing provident fund? Details, followed by the business promotion content of the banking department. 3. adoption? By mail? Ways to ensure that the appropriate investment rate reaches more than 95%.
(4) Envelopes and letters are designed by the postal department and printed with the consent of the housing provident fund management center.
3. Delivery frequency
Monthly or quarterly delivery.
4. Cost budget
①、? Notice of housing provident fund? Postage (excluding local and foreign ports): 1 yuan/piece. (2) The envelope production fee, inner page printing fee and packaging fee shall be borne by Langfang Post Office.
(3) In case of national postal tariff adjustment, the above charging standards will be adjusted accordingly after the expiration of the agreement between the two parties.
Marketing background of public welfare undertakings:
The Red Cross is a social relief group engaged in humanitarian work with the aim of promoting humanity, fraternity and dedication, protecting people's lives and health, and promoting the cause of peace and progress of mankind. Taiyuan Red Cross Society is the only organization of the International Red Cross in our city. Since the reform and opening up, with the support of the government and all walks of life, it has gradually become? Poverty alleviation and flying? Our relationship is always based on humanity, friendship and dedication. Focusing on the social humanitarian needs, we should adhere to the principle of fairness and openness, make good use of every donation that gathers love, convey every love, and do a good job in public welfare undertakings such as helping doctors, helping the poor, and helping students, so that people in need can enjoy the sunshine of love and the warmth of a harmonious society.
? Donation for charity one day? Fundraising is a normal social welfare fund-raising activity initiated by the China Red Cross and entrusted by the Municipal Red Cross. Since its launch in May 2007. More than 3 million yuan was raised, and a series of relief activities were carried out, such as helping doctors, helping students, helping the poor, and sending ten thousand families with fraternity. More than 7,700 poor families in urban and rural areas, 100 poor college students, high school students, 30 children with congenital heart disease in poor families, 30 children with leukemia in poor families, 1 1 poor workers and residents suffering from serious illness or accidents in our city, etc. It is another spring to sow love. This year? 5.8 World Red Cross Day? When I came, due to the limited publicity funds, how did the Red Cross Society of Taiyuan publicize it? How to raise more love funds? Deep thinking? .
As a postal enterprise, how to serve public welfare and bring economic benefits to the enterprise is a problem we are thinking about at present, and it is also an important link for Taiyuan Post Office to promote the development of modern service industry. In recent years, postal mail has developed rapidly, and our various businesses have grown rapidly. But when we sit down and sum up, we always feel a little worried. Why? At the seminar on the development of letter business at the beginning of the year, Director Feng Hongqi hit the nail on the head: The key to vigorously develop the letter and database function storage business lies in how to build an open service platform for government affairs and a long-term letter business. We do projects year after year and repeat them year after year, which means that we lack a long-term platform and project sustainability. If we can cooperate with Taiyuan Red Cross Society, with the help of the government platform, and according to the propaganda requirements of different periods, we can send the Red Cross proposal to the whole society in the form of commercial letters, which can not only build a government platform, but also promote the rapid growth of letter business, so we actively change our thinking and make bold attempts. Product promotion. * * * Win through multi-party cooperation and predictable results after cooperation. The next work to be carried out by our bureau, the price settlement method, the responsibilities and obligations of both parties, and the drafting of a document to promote the operation of the project.
Development process:
1. At the beginning of this year, according to the long-term development strategy of our bureau's letter business, we focused on building government affairs as a platform, expanding business as a support, and serving housework as a foothold. Major festivals, events, events? Carry out project marketing, and immediately send experienced marketing planners to make initial contact with the Red Cross when they know that the Red Cross Society of Taiyuan has extensive publicity needs. Through communication, I learned that because the publicity expenses of the Red Cross are allocated by the financial department in a unified plan, the annual publicity expenses cannot make ends meet. Although the social publicity of the Red Cross is imminent, there is no extra publicity fund. After our bureau grasped the situation, it immediately set up a special marketing project team, conducted repeated project demonstration, and decided to adopt the form of third-party payment for marketing innovation. Love flying to build harmony? Marketing plan book. Jia Jun, deputy director of the Economic and Information Bureau, was ordered to lead marketing planners to visit the market and take the initiative to contact the president of Taiyuan Red Cross Society. He specifically introduced the function of postal business letter and the achievements of cooperation between the two sides. The plan was immediately praised by the leaders of the Red Cross, and a long-term cooperation agreement was signed with our bureau on the spot, and it was decided to make the first batch of 30,000 commercial advertising letters.
In February and May, with the continuous spread of hand, foot and mouth disease among children in Fuyang City, Anhui Province, the number of patients increased. EV7 1？ What is the virus like? Sars? This virus has caused panic in China. Around this important event, our bureau carefully organized and planned? Standardize hygiene habits and stay away from diseases. Children's infectious disease prevention booklet project. Led by the Red Cross Society of Taiyuan City, the Taiyuan Municipal Health Bureau issued a document, and the Taiyuan Post Office was responsible for advertising investment and service support, mobilizing social forces, sending the Handbook on the Prevention and Control of Infectious Diseases for Children to 200,000 children and their parents in more than 600 kindergartens in the city, popularizing disease prevention knowledge in the form of nursery rhymes and comic stories, launching patriotic health campaigns, strengthening public health education, and earnestly grasping the prevention and control of infectious diseases such as hand, foot and mouth disease. It was originally scheduled to be given to children as a Children's Day gift before June 1. However, due to the sudden geological disaster in Wenchuan, the project was postponed for one month, and it is currently in the process of attracting investment.
On March 5 12, a geological disaster with a magnitude of 8.0 occurred in Wenchuan County, Sichuan, China. In the evening, the leaders of the Red Cross learned through TV news that the earthquake involved a wide range and did great harm. Because of his professional sensitivity, the president contacted Director Jia of Taiyuan Communications Bureau by emergency telephone on 1 on March 3, and both sides reached an agreement and adjusted their work priorities. In view of the catastrophic geological disaster in Wenchuan county, Sichuan province, the marketing planning department made an emergency production? Giving love starts with me? The planning book will be sent immediately through the postal business letter channel? Love the disaster area and care for the victims? The proposal has achieved good results by calling 80 thousand database names and addresses and sending them to middle-and high-income people, high-end communities and small and medium-sized enterprises. In the course of this cooperation, the leaders of our bureau learned that there is a serious shortage of Red Cross staff at present, and immediately overcame the difficulties and took out three elite soldiers to join the earthquake relief work as volunteers. We immediately coordinated the postal information platform 1 1 185 as the earthquake donation hotline and the service support platform of Taiyuan Red Cross Society when we learned that the number of donations and consultation calls was very large. On May 15, 1 185 information platform added the Civil Affairs Bureau earthquake donation hotline. On May 19, Vice Mayor Zhang praised and affirmed Taiyuan Post Office's support for the development of public welfare undertakings when inspecting the work of the Red Cross, and said on the spot that if the post office encountered any difficulties in its future work, the government would certainly give it help and support.
Marketing effect:
1. Through marketing innovation, Taiyuan Post Office has established a long-term cooperative relationship with Taiyuan Red Cross Society, built a government letter platform, expanded business letters, and established a long-term business of database business letters.
2. The operation of the Red Cross project in Taiyuan will definitely increase the extensive use of database business letters, expand the popularity and reputation of postal services, and expand the scope of use of postal business letters. The benefits of this project marketing are long-term and uninterrupted, and the marketing effect will appear in the next few years.
3. The successful operation of the Red Cross project in Taiyuan City has, to a certain extent, clarified a way of thinking for our future development. By copying the project, the government market can be really expanded, and the postal information platform of1185 has been built skillfully by using the power of the government, which has also been recognized by the government and laid the foundation for future government marketing.
4. By the end of May, Taiyuan Red Cross Society * * * project had sent 110.2 million business letters to the database, generating income of 352,000 yuan, which is expected to drive the annual business letter income of about110,000 yuan.
Marketing experience:
1. Postal business letter is based on the inheritance of traditional culture, and it is a platform for non-profit organizations to publicize their own image, communicate, publicize and convince social groups. Through marketing innovation and third-party payment, it has a good development prospect to achieve multi-win situation.
2. The successful implementation of the Red Cross project, first, the goal is clear and the theme is clear; Second, the planning work is in place, and marketing planning is carried out according to the propaganda focus; Third, full preparation, our bureau has done a lot of preparatory work for this project; Fourth, the service is in place, from marketing planning, design, production to launch, from database to1185 information platform, providing all-round service support.
Postal salesman marketing case 3
Marketing Case of Baoerkang Diaper Project in Langfang
I. Project Background Langfang is the geographical center of Beijing-Tianjin-Hebei urban agglomeration, located between Beijing and Tianjin. Known? Beijing-Tianjin Corridor and Golden Zone? Known as. The urban area is 40 kilometers away from Tiananmen Square in Beijing, 60 kilometers away from downtown Tianjin, 70 kilometers away from the capital and Tianjin Airport, 0/00 kilometers away from Tianjin Port/KLOC, and close to the planned Beijing New Airport. Such a convenient geographical location has become the first choice for the relocation of enterprises in Beijing and Tianjin. During the Spring Festival, a large number of relocated enterprises were found in Langfang through online inquiries and offline visits. The diaper company discovered it for the first time and conducted in-depth exchanges and cooperation with its business leaders.
Second, the marketing process
Positioning the target market in combination with local characteristics
This is an old shop with five blue crowns, with an average daily sales of 2,000 to 3,000 pieces, and it can reach 7,000 to 8,000 pieces at the peak. Enterprise is very strong? Self-produced and sold, self-assembled. At the beginning of the visit, it was rejected by the company boss. Later, we invited visitors by phone many times, and finally the boss promised to see us. After that, our bureau showed three sets of plans: 1, sending people to stay+secret service; 2, warehousing+exclusive service 3, postal music network+check-in. After a series of conversations, I finally got to know each other.
In the conversation, we used? China Post? For the total brand, to? Langfang postal parcel? As a sub-brand, through the operation of the integrated service mode of stationing+visiting+after-sales, based on the pursuit of social benefits, it embodies the purpose of universal postal service and local economy, and improves the social visibility and reputation of government and enterprises; At the same time, actively explore the scale and quantity of postal e-commerce, visit at the first time, cultivate customer loyalty and adhesion with high-quality products and after-sales service, and establish postal brands.
Third, innovate ideas and expand new channels for small packaging.
① Online query and offline access
Online query is a stupid method, but it is very effective. Our bureau specially arranges people to search on Taobao and get in touch with customers through QQ, Want Want and other forms. Send the service fee and delivery time limit to the customer. After the customer has the intention to use the mail, he will sign a formal agreement with the customer at home to negotiate the pick-up time, checkout and other follow-up matters.
(2) The advertisement has been effective.
Publicity is the most effective way to promote sales. Therefore, Langfang Bureau of Letters and Calls specially made a publicity advertisement and posted it on the windshield of the mail car. After work every day, the mail car was parked in a conspicuous position at the door of each community. The publicity effect in each community is very good, and the commercial brand of e-commerce package has been well established.
③ Tracking and mining customers offline.
Relying on the collection channel of Langfang express business, I drive with the express business personnel every day. Take advantage of price to win customers.
3. Integrate internal resources to achieve overall coordinated development.
In order to ensure the quarterly increase in the number of small parcels, the Municipal Bureau set up a project marketing team with Wang Hesen as the team leader, Yang Hongwei as the deputy team leader, and the directors of each center as members, actively integrated the product resources and human resources in the Bureau, carefully formulated the planning scheme, and visited e-commerce customers such as clothing, cosmetics, electronic products and furniture in the city respectively to carry out online marketing, which not only increased customers' dependence on postal services, but also deepened their resources and needs.
Fourth, the marketing effect
Before the spring festival of 20 14, the number of small bags in our bureau is about 3000 pieces per day. Through this series of marketing, the daily average number of small bags has doubled since then, reaching the peak of 13000. In this regard, we have made great achievements and are full of expectations for the future of Xiaobao.
Verb (abbreviation of verb) marketing enlightenment
1.？ Integrate into the local economy? It is the support point for postal service to expand its market. Deng Huiguo, general manager, made a report at the symposium on postal work in the whole province. Accelerate business transformation and development by integrating into the local area and strengthening support? . In the face of a new round of development climax in various places, postal enterprises should be good at paying attention to government trends, mastering all kinds of information and analyzing market opportunities. This can not only identify the breakthrough point of business transformation, but also enable postal enterprises to grow and develop in serving the local economy. Through the exemplary role of local governments, they can strengthen their position, consolidate their good image and make new achievements.
2.？ Create value for customers? It is the starting point for postal services to develop customers. The new market environment and new development opportunities require postal enterprises to constantly broaden their service fields, enrich their service contents and expand their service channels. Only put yourself in others' shoes? Transposition? Thinking and marketing, to help customers maximize their value, can be accepted and recognized by customers, and can stand out in the market competition environment.
3.？ Integrate internal and external resources? It is the foothold to improve the marketing effect. Promoting marketing projects is to integrate various resources of enterprises, such as brand resources, product resources, customer resources, marketing resources and so on. , highlighting the advantages of postal enterprises. At the same time, it is necessary to organize the service departments and marketing personnel involved in the project according to? Information exchange, resource utilization and achievement sharing? Principle, the implementation of the overall promotion, so as to improve the effectiveness of marketing work.