I wrote an article more than a month ago, entitled "Online stores and malls should pay attention to database marketing", which mainly introduces and shares how to implement database marketing. After the article was published, many friends believed that this method was only suitable for large companies. Once implemented in small companies, such as online stores, they did not know how to implement it. In fact, there are big ways to do database marketing, and there are also small ways to use small things. It is also very simple to implement for small units such as online stores. Today I will talk to you about three database marketing cases and explain the application of database marketing from different angles. I hope it will be helpful to everyone.
1. Example of selling game currency
Let me first talk about my own case. In 2004, I did a game currency business and was a legendary online game businessman. I was a middleman at the time. I received the goods from the coin studio with my left hand and sold them to the players with my right hand. What was being discussed at that time was a game called "Lineage 2" represented by Sina. It is not modest to say that I was probably the most well-known businessman in the game at that time. Most of the people who played the game, especially those who tossed in-game currency, knew me. And in terms of income, I should be one of the people who earn the most among my peers. At that time, I could earn up to more than 2,000 yuan a day. Note, I am talking about pure profit. Behind this achievement, database marketing has helped a lot.
As mentioned in the previous article, the first step in database marketing is to collect customer information. The best way to collect customer information is to communicate with customers. However, many people sell things online, but they sell them out as soon as they are sold, and never contact customers proactively. At most, they only post advertisements after new goods arrive, which is very undesirable. I have a habit of selling things online, that is, I like to chat with customers. For example, when selling game coins, I will chat with each person who comes to buy coins and find out which city they are in, how old they are, what they do, how many years they have been playing online games, and what they have played in the game. Stage, monthly expenditure in the game, how you have spent money in the past, how many friends you have around you to play with, how much influence you have on other players, etc. After mastering this data, start classifying users and then perform targeted maintenance. Generally, customers can be roughly divided into four types:
1. Customers who have not purchased yet
Many customers do not buy immediately, but may just inquire about prices. Many sellers simply give up on such customers, which is very wrong. . Because there are so many scammers on the Internet, it is normal for customers to be uneasy and wait and see for the first time. For such sellers, first of all, we need to analyze the purchasing power based on data, and secondly, we need to see if they will buy frequently. And even if his own purchasing power is not good, he may have many powerful buyers around him. If you find that this user has one of these characteristics, you cannot give up easily. At this time, you need to communicate and chat with customers frequently and become friends with them first. After becoming friends, I will definitely spend money with you next time.
2. Focus on maintaining large customers.
For those who frequently purchase game currency, especially large customers with high spending, they must focus on maintenance. For this kind of user information, the more information you have, the better.
3. Retail investors who buy occasionally
For retail investors who occasionally buy some Kaikai meat, there is no need to focus on maintenance. But not maintaining it doesn't mean that you don't take it seriously. At least you can't let them scold you.
4. Opinion leaders with many player resources
Some players may not have the purchasing power themselves, but they may have a large number of high-quality customers around them. For such users, even if their purchasing power is weak, they should be maintained as big customers. Because resources can be mined from him.
Through the above method, I made a total of several hundred thousand that year, but in fact, the total number of people who spent money with me was only more than 80 people. One of the most successful customers I developed at that time was an office worker. He didn’t want to buy from me long-term at first because my prices were too expensive. But after I obtained his information, I found a good breakthrough, and he became a loyal user of mine. He spent tens of thousands of yuan with me alone, and also introduced me to several loyal customers. .
2. Barber shop example
The above is an example from the Internet. Now Jiang Likun will tell you a real-life example. Everyone knows that barbering is an old profession with a history of thousands of years. Nowadays, the competition among barber shops is also fierce. For barber shops, the best customers are female users, because it is a woman's nature to love beauty, and a haircut usually costs at least a hundred yuan. If that barber shop can have a group of loyal female customers, the business will be very prosperous.
There is such a barber shop that has firmly captured 600 white-collar repeat customers through database marketing. So how did he do it?
First of all, this barber shop will create a customer profile for every user who comes to get a haircut, which includes the customer's current hair condition, the time of previous perms and dyes, the type of perm water used, etc. It also includes basic information such as occupation and unit. . The most important thing is to leave the customer's contact information, especially online contact information.
Secondly, communicate with customers online through MSN and other tools, such as chatting about customers’ hairdressing requirements, chatting to promote relationships, etc. Because everyone knows that the best way to retain your users for a long time is to become friends with them. In the process of getting a haircut, the time and energy to communicate with customers is definitely limited, and it is not very realistic if it is done by phone or other methods. Therefore, IM tools such as MSN have become the best choice. If you become friends through chatting with customers, they will naturally become your repeat customers.
Moreover, when customers want a haircut, they can also communicate their needs on MSN in advance, and combined with the customer's data files, they can basically grasp the user's expectations very accurately. Most importantly, this can save both parties time to the greatest extent, and at the same time prevent guests from queuing up for a long time.
3. Nei Lian Sheng’s database marketing
Finally, let’s talk about an ancient case. There is a proverb circulating in old Beijing in the late Qing Dynasty: "Wearing Ma Juyuan on the head, wearing Ruifuxiang on the body, stepping on Neiliansheng on the feet, and wearing the 'Four Constants' around the waist." It means that the hat wearing Ma Juyuan is the most noble, and the hat wearing Ruifuxiang is the most noble. Wearing clothes made of silk and satin is the most glorious, wearing a pair of boots from Nei Lian Sheng Shoe Store is the most glorious, and having the banknotes from the "Four Da Heng" bank around your waist is the richest, which means you have a millionaire. And this inline promotion is the protagonist of the story we are going to tell next.
The founder of Neiliansheng is Zhao Ting. He first learned the shoemaking craft in a shoe workshop and accumulated a certain amount of experience. Later, General Ding invested money to help Zhao Ting open a shoe store. Since the competition in the shoemaking industry in Beijing was fierce at that time, he decided to take a professional route and specialize in making court boots for the emperor's relatives and officials of the imperial court. The early business was not smooth sailing, because when these dignitaries made shoes, they often just sent servants to send shoe samples, but this could not guarantee the comfort of the shoes. Especially when meeting people with special foot shapes, problems may easily arise. After experiencing several transaction disputes, Zhao Ting came up with the idea of database marketing (of course, there was no such term or term at that time, but the meaning was the same), and he wrote a book that later became world-famous. "Ready to go". This record is actually Neiliansheng's user file, which contains detailed records of the secrets on the feet of all dignitaries in the capital, such as shoe size, style, special foot shape, etc. With this data, we don’t have to worry about making shoes for customers that don’t fit their feet, and it also saves a lot of trouble. For example, if a customer wants to make shoes, they can just come to the branch directly and there is no need to go to the trouble of communicating their needs.
After the release of "Being Ready", Zhao Ting's business has indeed become more and more popular. The reason for this popularity is that in addition to customers becoming more and more satisfied with his shoes, there is also an unexpected gain. It turned out that many people came to order shoes and give gifts after hearing that Nei Liansheng had mastered the secret of the steps of dignitaries in the capital. Because at that time, good court boots were often given as a gift to relatives and friends or from subordinates to superiors. Neiliansheng's data provided rare and accurate information at the time, which greatly facilitated gift givers.
Now that I have finished talking about the three cases, I wonder if you have been inspired by them. In fact, database marketing is a very suitable method for e-commerce and marketing websites and is the only way to increase sales. That’s all for today’s topic, everyone is welcome to communicate with me. Finally, let me make a small advertisement to promote that the academy’s 6 online training sessions are now open for registration. Anyone who wants to learn online marketing and promotion is welcome to register.
Author information: Jiang Likun, founder of Tui Yi Yi ( www.tui18.com )
Copyright statement: Free reprinting is welcome. Please retain the original author information when reprinting. Thank you for your cooperation!