Some time ago, at a marketing training workshop for account managers of a bank, I asked the trainees this question: "Everyone here thinks that your marketing method is passive marketing. Please give me some examples. hand". As a result, no one raised their hands. I asked again: "If you think you are active in marketing, please raise your hands." As a result, almost all students raised their hands.

I asked a student with the highest raised hand to answer why he thinks he is "active marketing" rather than "passive marketing". His answer was very representative: Because I will take the initiative to find various channels, establish links, catch key people, proactively recommend our bank’s products and services, and take the initiative to maintain customer relations... All the students present nodded. , expressing approval.

But I poured cold water on it directly: This is really not "active marketing" - first, it is either proactive contact with customers or proactive marketing; second, the actions you do are just It’s sales, not marketing.

How to understand "active marketing"? By simply breaking down the words, it can be understood that you have to be "active" and at the same time do "marketing":

Initiative should be at the level of attitude and understanding, especially in the banking industry where competition is becoming increasingly fierce and technology is and service models are being updated at an alarming rate, our understanding of "active" standards and requirements can no longer stay at the level of more than ten years ago:

At the beginning of this century, as long as banks had branches, customers They will take the initiative to come to you for deposits and loans. This is the stage of "people looking for goods". As the golden period and bonus period of the development of commercial banks gradually come to an end, we need to proactively find customers for deposits and loans, and begin to transform into the stage of "finding people for goods". The role of banks has also changed from the original "dealing with business" , became a "traveling merchant".

But this is obviously not enough! Because under the general trend, you are not the only bank that has stepped out. Which key customer is not being stared at by multiple banks? What you have to do is to take a step forward:

1. " "Proactive" is reflected in the change in understanding of customer needs

Our past communication scenarios with customers are: after establishing a link, maintain a good relationship and tell customers that they can come to me at any time if they need any financial products or loans. , the focus is still on relationship maintenance.

Proactive marketing requires not just waiting or asking customers what their needs are, but also knowing better than the customer what he needs, and then integrating your own products and activities to bring customers There should be, but needs that customers don't know themselves are stimulated, thereby increasing the probability of conversion.

As Steve Jobs said: Consumers sometimes don’t know what they want. People with proactive marketing thinking and abilities are good at creating customer needs.

2. "Activity" is reflected in the change in the understanding of "traffic"

No matter which industry it belongs to, most of the current marketing resources are invested in the competition for "traffic" on, but an indisputable fact is that, whether online or offline, the cost of traffic is getting higher and higher. If you simply understand traffic management as "traffic diversion", you will no longer be able to maximize the role of traffic:

We need to change the original "traffic" competition into "traffic" operation:

That is, 1 customer, behind it is N traffic:

Get 1 customer by diverting traffic. In fact, it brings N traffic: every interaction with a customer, every delivery, is a traffic:

Even if a customer cannot form a transaction and becomes my user, It also has traffic value: maybe he will become my channel, my MGM, and even his feedback on our products and services are valuable traffic.

Therefore, traffic operation is to move from simply positioning customers as users of our products to digging deep into the resources and information behind each customer, becoming more refined and in-depth with customers, and giving full play to each customer. Customer value.

3. "Proactive" is reflected in the transformation from "channel management" to "comprehensive customer operation" in the past.

In the past, marketing focused more on how to expand various markets. Acquire customers through various channels.

It is true that enlarging the customer base is an important condition for improving performance, but after acquiring customers, there is often a lack of continuous corresponding action support. How to revitalize the linked customer resources through products and activities, maintain customer relationships, and prevent customer loss? It requires a set of continuous and planned actions to support the transformation from simple "channel management" in the past to "comprehensive customer operation"; to form a standardized method of acquiring customers-activating customers-locking customers. , improve customer conversion rate and repurchase rate.

1. Traffic: Operating seventh-level users, from fishing on the high seas to fish farming in private areas

Our marketing resources are no longer simply to compete for traffic from the high seas, but How to manage the traffic obtained from the high seas to the private domain? In the famous "Growth Hacking" theory, the behavior path of customers in the process of interacting with merchants is refined into the famous AARRR model: AARRR is Acquisition, Activation, and Retention. The acronyms of , Revenue, and Refer correspond to the five important links in the customer life cycle - new acquisition, retention, activation, monetization, and recommendation.

For the above actions, customers can be divided into seven stages for refined operations: portrait customers, reaching customers, interested customers, demand customers, transaction customers, repeat purchase customers, and super customers. What customer operations have to do is not only to expand the customer base, but more importantly, how to improve the conversion rate of customer classification.

2. Content: Deeply cultivate five types of content, from focusing on planting trees to continuing to plant grass

In the past, our contact points with customers were purely through products and services. However, In the current service-driven era and the digital age, customers have a more three-dimensional perception of you. The link with customers is mainly reflected in interaction, transaction and delivery:

Interaction: Customers communicate through various channels online or offline. Through various channels and methods, even if there is no transaction relationship with you, they still have a perception and understanding of you. This perception and understanding directly determines the customer's awareness and trust of your brand and products, thereby affecting their transaction decisions. .

Transaction: The core of transaction lies in products, prices and services. The value you can provide to customers is the basis for establishing an essential link between customers and you. This lies in how marketers can effectively deliver value.

Delivery: The customer’s service experience after purchasing the product, which determines whether the customer will make repeat purchases, joint purchases, or even recommend other customers to you.

Therefore, in order to provide customers with a good experience in all aspects of interaction, transaction, and delivery, marketing must plan content, not simply product planning. Content planning includes: product content, event content , overall planning of media content, category content, and brand content. Marketing needs to be continuously updated and constantly adjusted based on the actual situation of customers.

3. Scenario: Revitalize the three-dimensional scene, from single point contact to three-dimensional intervention

As a carrier of interaction, transaction and delivery with customers, content needs to be implemented in specific scenarios. As customers have more and more choices, channels become wider and wider, and methods become more and more diversified, how to set up interaction methods with customers, create three-dimensional scenes, and increase stickiness with customers:

From the perspective of channels, it can be divided into online and offline dimensions: that is, how to use a combination of online and offline channels to build interactive scenarios with customers;

From the perspective of frequency, it can be divided into high frequency and low frequency Dimension: Which activities are to establish high-frequency and continuous contact with customers, and which are to achieve three-dimensional intervention based on hot scenes, staged or periodic activities;

From the perspective of transaction, it can be divided into grass planting Dimension of bringing goods: Which activities are to strengthen the link with customers, which activities are to directly promote transactions, and make a good combination of activities to achieve the transformation of customer stickiness and turnover.

Give an example of "active marketing":

When an account manager maintains a chamber of commerce channel, he has two completely different approaches:

According to what we The definition of "passive marketing" is: the account manager proactively contacted the president of the chamber of commerce, got to know a large number of members of the chamber of commerce through key people, introduced our bank's products and services in a timely manner, and waited for business opportunities.

According to the "active marketing" approach, in addition to establishing effective links with key people, what the account manager has to do is to do the following actions:

1. In-depth background research

After establishing a channel link, the first task is to understand the detailed information of the channel in a structured manner. The more detailed the in-depth research and the more information you have, the better: including the member structure of the channel. , assets and financial management status, the involvement of existing competitors in the industry, what social activities have been held and their results, etc., in order to make early preparations for subsequent implantation of product services and targeted marketing activities.

2. Actively plan products based on the channel

Combined with in-depth background research, targeted matching can break into the product and service portfolio of the channel. In terms of product planning, you can Comprehensively consider the division of product roles: which ones are traffic-generating products, which ones are hot-selling products, and which ones are the main profit-promoting products. At the same time, product planning should be done systematically by combining “customer group scenarios”, “hotspot scenarios” and “product scenarios”: for example, for In view of the "hot scenes" during the epidemic and the "customer group scenes" of the elderly, a targeted "product scene" - customized medical insurance deposit products was developed.

Many commercial bank products may not be flexible enough, but how to use existing products to provide a comprehensive product and service package that meets a certain customer group and a certain need is also an important factor that fully tests the marketing capabilities of the account manager. aspect.

3. Plan activities to achieve product transformation

With product planning, the next step is how to bring customers together through specific scenarios and create interactive scenarios to create transactions and In terms of delivery opportunities, in terms of customer invitations, you can try to form efficient cross-industry alliances. Various high-end circles (such as luxury car enthusiasts clubs, golf associations, etc.) are actually not exclusive of joint activities with banks and mutual cooperation. Those who share customer resources can completely integrate customer resources and delivery resources.

4. Detailed division of labor to improve the facilitation rate

At the event site and subsequent transaction links, it is a great test of the account manager’s team division of labor and collaboration capabilities. In addition to the preparation of all links, on-site How to convert more customers from lead customers to "social scenes" and further to "transaction scenes" requires a good connection in each link of interaction. The subsequent timely follow-up and order promotion links are also the key to further improving the conversion rate. .

5. Follow-up and continuous follow-up and feedback

After the event, continuous follow-up and feedback from customers is also particularly important, because although many customers cannot achieve transactions on site, if they follow-up Without corresponding continuous follow-up, it means the complete loss of customer opportunities. Even if the customer fails to achieve the transaction in the end, we must actively collect customer feedback, such as product and activity suggestions and their own real needs, and register this information. It is also a valuable asset for subsequent remarketing.

6. Do a good review and summary

The review after each event is particularly important. This link can allow the quality of active marketing to continue to iterate and improve. Here we recommend that we provide coaching OGSM review tool used in multiple projects: that is, first review O: object - what is our purpose of doing this activity; G: goal - what quantitative goals do we want to achieve for this activity, our goal settings, whether There is something that deviates from our purpose; S: strategy - what strategies have we adopted in order to achieve our goals and achieve our goals? Review these strategies and see how many points we can give them, which strategies should be carried forward and which strategies should be adjusted; M: measurement - Let’s evaluate the actual benefits of our event from the four dimensions of “more speed, better savings”.

After reviewing through OGSM, reflect and summarize, and adjust subsequent strategies.