“ Nothing on earth is as powerful as an idea whose time has come” “ 世上最强大的力量莫过于应势而生的思想 ”

1. “Nothing on earth is as powerful as an idea whose time has come”“世上最强大的力量莫过于应势而生的思想” Drayton Bird Shanghai November 2005 杜雷顿﹒勃德 上海 2005年11月 Victor Hugo 雨果

3. The aim of marketing? 营销的目标是什么? “Make selling superfluous..... know and understand the customer so well that the product or service fits him and sells itself.” “使销售变成锦上添花… 了解并理解客户,使产品或者服务切合客户需要，达到客户自发购买的目的。” - Management Tasks, Responsibilities and Practices, 1973, Peter Drucker 《管理任务、责任及实践》,1973年,彼得▪杜鲁克

5. Direct marketing: it’s inevitable直复营销：大势所趋 a) Social change 社会变革 b) Financial pressure 财务压力 c) New technology 新兴技术

6. The 3 stages: where are you?三个阶段：你处于哪个阶段？ Personal marketing arrives个人营销 - messages, media, to fit the individual讯息、媒体、量身订做 Segmentation emerges 细分的出现- messages, media, brand extensions…讯息、媒体、品牌延伸… The triumph of the mass大众营销的胜利 - advertising, media, brands...广告、媒体、品牌

9. “Sell more stuff to more people, more often, for more money” “把更多商品卖给更多客户，赚取更多收入。” - Sergio Zyman

10. Only four ways 只有四种途径 • Get more customers 取得更多客户 • Get them to buy more 促使客户购买更多产品 • Get them to buy more often促使客户更经常地购买商品 • Or keep buying for longer或者使客户更持久地购买商品 • In every case, direct can be key在任何情况下， 直复营销是关键

11. What is direct marketing?什么是直复营销？ “Any communication through any medium which reaches people directly, or where they respond directly.” “通过一切可以直接接触客户的途径、或者客户可以直接作出反应的媒介而进行的沟通” - “ Commonsense Direct Marketing”, 1982 《直复营销锦囊》，1982

12. The aim of Direct Marketing直复营销的目标 “Identify your prospect or customer as an individual and build a lasting relationship, to their greater benefit and your greater profit.” “把你的潜在客户或现有客户视为个体，与他们保持长远关系，从而更大程度上满足他们的利益，获取你的利润。” - “Commonsense Direct Marketing”, 1982 “直复营销锦囊”，1982

14. The Three Stars 三条锦囊妙计 • Isolate individuals, and store relevant details on a database. 区分个人，并在数据库中存储详细的相关个人信息 • Build a continuing relationship - by using data appropriately. 通过适当使用数据建立持久的关系 • Build a profitable relationship - by testing everything. 通过测试各方面情况建立可赢利的关系

15. The first star 第一条妙计 • Isolating prospects 区分潜在客户的信息

20. A suggestion 建议 Examine every stage in your customers’ dealings with you - intensively. 在各个过程中，深入分析和客户的交往 • Before the sale 销售前 • During the sale 销售过程中 • After the sale 销售后 Compare with your competitors. 与竞争对手比较 How can you do a better job at every step? 如何能在各阶段中做得更出色？

21. The second star第二条妙计 • Build a continuing relationship 建立持久的关系

23. Why firms lose customers 为何公司会流失客户 1. Moved away or died 搬迁或结业 4% • Other company friendships 与其他公司建立良好关系  5% 3. Competition 竞争  9% 4. Product dissatisfaction 对产品不满  14% • Indifference/attitude of sales force 销售人员态度漠然或态度不佳  68% McGraw-Hill Research McGraw-Hill 研究报告

24. When things go wrong在出错时 5 12

25. The third star 第三条妙计 • Testing to increase profitability 测试各种提高利润的方法

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33. E-mail tests 电子邮件测试 • Friday gets 38% more opened than Monday • An email at 8am gets 51% more readers than 9am and 260% more than 3 pm • Subjects with first name and today's date get 24% more readers than first name only and 75% more than no name • Subjects with full name get 60% fewer readers than First name + today's date 1. 周五的邮件打开率比周一高出38% 2. 阅读早上8点邮件的人数比阅读早上九点邮件的人数高出51%, 更比阅读下午三点邮件的人数高出260%。 3. 带有发信人名字及当天日期的邮件的读者人数比只有名字的邮件多出24%,比 没有人名的邮件多出75% 4. 带有全名的邮件和带有人名和当天日期的邮件相比，读者少60%

34. Why Direct Marketing has overtaken advertising为何直复营销超越广告？ 1.Why speak to everyone when you only need to speak to someone? 如果只需要针对特定人群进行沟通，何必大张旗鼓跟所有人沟通？ 2.Why not spend your money where it does most good? 为什么不把钱花在刀刃上？ 3.Why guess when you can know?如果知道，为何猜测？

35. If you can’t measure it, you can’t manage it如果你不能量化评估，就无法管理

36. Why much CRM fails 为什么那么多客户关系管理(CRM)纷纷败下阵来？

37. You want to make them love you …你想让客户喜欢你．．． …but how much is their love worth? 但客户的钟情又有多大价值呢？ • Many ‘relationship marketers’ fail to measure 许多“关系营销人员”没有做好量化评估 • Most fail to test 很多人没有测试 • Hardly any know the value of a customer 他们几乎都不了解客户的价值所在 • Let alone the value of different types of customer 更不用说不同类型客户的价值了

38. Here’s a little quiz 这是一个小测试 How do you determine your marketing or advertising budget? 你如何决定营销或广告预算 • Percentage of price? 价格的某个百分比？ • What I can afford? 我能负担多少？ • More in good times, less in bad? 业绩好时预算高，业绩差时预算低？ • Head office tell me? 总部作决定？ • Hey, I feel rich today. Let’s spend 嘿，我今天觉得手头挺宽裕的，就花笔钱吧 • Results are bad. Cut budgets 结果不好，削减预算

39. What’s your magic number?你的神奇号码是什么？

40. Higher value per name 每人带来更大价值 Growing Database 数据库壮大 New creative ideas 新创意 More profit更多利润 Better targeting 更好地选择目标 New offers 新产品 Spiral of Prosperity 增值循环 New customer recruitment 吸收新客户

41. Customer value should rule 客户价值决定一切 • Your marketing investment should be based on what it costs to get and keep a customer. 你的营销投资应该建基于取得及维持一个客户所需要的资金 • Vary it according to the quality of customer. 根据不同客户特点，调整投资额

43. Customers are not created equal 客户不是天生平等的 • 10% of cognac drinkers account for 50% of consumption. 10% 的白兰地消费者占总消费量50% • 39% of cognac drinkers account for 44% of consumption. 39% 的白兰地消费者占总消费量44% • The remaining 51% account for only 6% of consumption. 剩下的51%只占总消费量6% (These figures cover consumption of monitored brands only and include bar sales 以上数字仅涉及一些跟踪品牌的消费情况，其中包括酒吧内销售)

44. A customer who has bought, or spent a great deal of money should certainly be treated differently. 一个买了产品或者消费不少的客户理应得到特别待遇。 But how often does this happen? 但这种情况的出现频率又怎样呢？

45. Who spends most? Who likes our brand?谁花钱最多？ 谁喜欢我们的品牌？ Loyalty 忠诚度 High高 Low低 High高 Value价值 Low低

46. Today marketers confront当前的营销人员面临着： • Cost and wage inflation. 成本和工资上涨 • Media inflation and fragmentation 媒体成本上升和细分 3. Fiercer competition from parity products 同类产品激烈竞争 4. Smarter customers, with more choice, who expect better treatment 日趋精明的客户，他们有更多选择，也期待更好的服务 5. Clever, but fast-changing technology 日新月异的先进技术

47. “Keep a diary, honey – and one day it will keep you 亲爱的，坚持写日记吧—有一天你会依靠它的” - Mae West