Positional marketing and external expansion marketing
Hall position marketing and external expansion marketing. Everyone knows that external expansion marketing is to promote and promote products. Positional marketing is based on region and positional marketing. A series of activities and sales service promotions carried out in this way, so what is the difference between positional marketing and external marketing? Position Marketing and Outbound Marketing 1
The four main “positions” and hunting targets (customers) of bank account managers’ outbound marketing
The “combat map” mentioned earlier is for For bank external account managers, the main marketing positions can basically be divided into: streets, communities or villages, parks, enterprises and institutions. Let’s talk about the hunting targets (potential customers) of these important marketing positions.
1. Street:
The main marketing targets are self-employed shop owners and passers-by A, B, C and D...
And for this What is the financial situation of the two objects?
Self-employed households have faster capital turnover. Some (such as supermarkets, chain stores, etc.) need to go to the bank for settlement every day, some need to purchase goods for settlement at intervals, some have seasonal turnover, and some have long-term needs. Profitable fund storage... Therefore, for these different operators, the products marketed should be different. The selling points of marketing are initially divided into two categories: convenience and value preservation.
The marketing for passers-by will be discussed in the next paragraph.
2. Communities or villages:
Communities and villages are basically dominated by residents, and most of the people you encounter in these places during normal times (working hours) are the elderly, women and children. . The income of these people is usually not high (people who make a lot of money basically go to work), but if these people have money to save, it is basically a relatively long-term savings deposit (maybe a pension or previous savings, or it may be a family member) given or acquired from a large transaction of family resources), the selling points of marketing should focus more on value preservation (including the safety of funds) and free gifts during events (these people have a lot of time and are willing to come to support events).
3. Park:
The main marketing targets are business owners, unit leaders and employees. Business owners have large amounts of capital and frequent turnover, so their requirements are also high. The selling point of marketing should focus more on service and profitability.
Service includes not only convenience, but also the added value of bank VIP services, such as salary payment, door-to-door services, etc.; What is profitability? In the face of the company’s abundant funds, why do people Can you deposit your money with us? Why can I win it? Unless you have a very strong backdoor relationship, you have to talk about real "favorable" conditions, so generally only upward leaders can win, because it involves business and services such as deposits and loans, margin acceptance bills, etc. (New Account Manager Just practice slowly. If you can't get 100 million yuan, start with 100,000 yuan.) Employees in parks and units will be discussed in the next paragraph.
4. Enterprises and institutions:
The income of these employee customers is relatively fixed, and there is basically a surplus every month. The selling point of marketing is convenience (because they are all office workers) , have little time to go to the bank) and value-added, as well as credit cards and small loans. Although the income of these customers is relatively fixed, they are mainly young people with relatively high educational levels and relatively avant-garde business needs. Positional marketing and external marketing 2
External marketing has become one of the important means for banks to compete for position. This article shares with you the "Seven Steps of Bank Outreach Marketing". Follow these seven steps, execute them step by step, and execute them with cause and effect. The results of your outbound outreach activities will naturally be good.
(1) Setting goals
Setting goals means clarifying the goals and directions of this bank’s external marketing activities. The goal of usual bank external marketing activities is nothing more than to have a brand Publicity, business promotion, customer development, customer maintenance, etc.
When carrying out activity goals, we formulate different goals and strategies based on customers' awareness of our bank's brand and products and different venues.
(2) Do research
The main purpose of research on bank external marketing activities is to understand the target customer groups and competitors, such as the consumer psychology of the customer groups , consumption habits, competitors’ marketing strategies and marketing plans, etc. There are basically two methods of research on bank external marketing activities: qualitative research and quantitative research. Qualitative research mainly includes focused customer forums, in-depth interviews with individual customers, etc. Qualitative results can often obtain in-depth perceptions of certain aspects, but they cannot be used as a decisive data basis. The key to qualitative research is to select a representative group of customers for interviews. Quantitative research mainly includes random interception interviews, telephone interviews, and on-site questionnaire methods, among which the first two methods are more commonly used. The key to quantitative research is the design of the questionnaire, which is crucial.
(3) Select the theme
Based on the on-site inspection and survey data analysis results, bank branches determine the theme of external marketing through brainstorming, Delphi methods and other forms. In the process of discussing and determining the theme of external marketing, outlets need to pay attention to the theme marketing that is close to the characteristics of a certain event and the corresponding customer groups. After determining the external marketing theme through the above method, banners, promotional posters and on-site promotional leaflets of the corresponding theme can be produced.
(4) Compiling a plan
Writing an event planning plan is the core content of the bank's external marketing activities, and it is also the key to the success of the external marketing activities. Its main content includes: activity purpose, activity content, activity process, material list, on-site layout, marketing personnel and expenses, precautions, etc.
(5) Clear division of labor
According to the event planning plan, on the one hand, the on-site staff should be divided into positions. It is necessary to ensure that each position has a consistent application of marketing techniques. Marketing techniques should be concise. Be clear, highlight the selling points, and stimulate customers' interest in learning more. When the event is carried out, the publicity post should conduct mobile publicity to the outside world and guide customers to the event site to participate in our activities in person. On the other hand, we arranged for personnel to make phone calls in advance to invite customers to participate in the external marketing activities organized by our bank to increase customer participation. Through the division of work in the early, middle and late stages, internal learning and publicity enabled the external marketing activities to be carried out in an orderly manner.
On-site management personnel organize and promote the external marketing activities before, during and after the event, and promptly deal with the activity issues reported by personnel in each position at the first time, so that the external marketing activities can continue to proceed normally. The clarity of purpose at a live event is motivating in itself! In addition to ensuring the continued effectiveness of the event, the on-site feedback plays a greater role in on-site motivation and encouragement. (6) Instant feedback
(7) Good summary
After the external marketing activity, the event organizer immediately summoned all employees present to make a brief on-site summary. The next day, the files of this external marketing activity were organized and a summary meeting was held to provide improvement suggestions and follow-up work on the problems. Note: Save documents and photos!
At this point, the seven-step process of external marketing of bank branches has been introduced. Of course, every step of the operation has its own ingenuity and secret shortcuts. The experience of bank external marketing is that theoretical support is indeed needed as a beacon philosophy for progress, but what is more important and important is the drive to dare to fight, dare to venture, and dare to fail as soon as you have an idea. With accumulated experience, external marketing will be at your fingertips. Position marketing and external marketing 3
Hall position marketing
Through the financial license information platform of the China Banking and Insurance Regulatory Commission, it was found that as of the end of July, there were 1,730 commercial bank outlets nationwide this year*** Business has ceased. The traditional development model of banks has reached a bottleneck. Every banker has to think about how to make good use of existing branch and hall resources to achieve differences in marketing services as "intelligence" continues to deepen. ization, allowing fewer and fewer outlets to develop sustainably.
This article uses the outlet hall as the marketing position. By explaining the intelligent hall customer identification marketing skills, hall linkage marketing methods, and the organization and development of hall marketing activities, it guides the outlets to " "Thousands of points, one plan" gradually transforms into "one point, one policy", combining its own development strategy, characteristics of the outlet's customer base, and the outlet's own resource endowment, giving full play to the advantages of physical outlets and realizing the value of outlet resources.
1. Marketing techniques for hall customer identification
Due to the lack of effective customer identification tools and techniques, traditional outlets simply open their mouths and recommend product combinations bluntly, and the results often fail to meet expectations. As the intelligence of outlets continues to deepen, combined with the actual business characteristics of intelligent outlets, we focus on introducing marketing identification skills in some key scenarios, focusing on helping hall service marketers achieve effective identification.
(1) Identification of customers when they enter the door
Traditional hall identification mainly relies on the customer's clothing, temperament and other supervisor's feelings to determine whether the customer is a potential mid-to-high-end customer and provide relevant services. With the continuous deepening of the construction of intelligent outlets, intelligent identification based on bank customer relationship management system CRM has gradually become mainstream. The lobby manager supervisor identification and system identification are combined to effectively divert mid- to high-end customers from ordinary customers, thereby improving the accuracy of follow-up services and the efficiency of marketing.
When customers visit a branch, the system will automatically obtain the customer's identity information for those who have taken a number through their ID card or bank card; for customers who have not taken a number, a facial recognition system will be installed in the lobby of the branch. The face recognition camera captures the customer's face image in real time, compares it with the background face database, determines the customer's identity, and implements VIP customer or important target customer arrival prompts based on the customer stratification system. The information identified by key customers is pushed to the lobby manager Pad, account manager mobile phone and related teller business processing system at the first time. Each position can simultaneously receive a list of recommended products to facilitate marketing recommendations.
(2) Identification when customers get a number
At this stage, the customer identification system based on customer identity documents and bank cards is relatively mature, and the face recognition system has not yet been fully rolled out. , so more lobby managers are required to guide customers to swipe their cards or ID cards to get numbers as much as possible. In this way, the CRM customer relationship management system extracts customer assets, liabilities, credit cards, points, contract signings and other data based on the acquired customer information for big data analysis, forming a personal comprehensive data view, which is pushed to the lobby manager's handheld Pad in real time to visually display the recommendations pushed by the system. Products or financial services, as well as customer age, product purchase preferences, asset allocation and product expiration time, etc., help marketers quickly understand customers and carry out precise marketing, and customize the optimal financial service plan for customers.
We take a customer's activation of a salary card as an example to analyze marketing priorities, customer needs, recommended products, and reference techniques. Most of these customers are coming into contact with the bank for the first time, and their loyalty to the bank is not high. It is difficult to judge the degree of product acceptance. Customers need to be trained to become loyal customers of the bank. Therefore, it is recommended that the first goal is to focus on marketing simple products and increase product coverage for customers. The second goal is to deepen customers' familiarity and recognition of the bank and turn strangers into regular customers. The focus is to determine the customer's potential asset level from the customer's salary scale. The concept of forced savings can be used to enter marketing. The recommended products that can be selected include credit cards, withholding and payment, and fixed fund investments.
After the customer comes to the branch, the customer is guided to swipe the card to get the number, and the basic information in the linkage system is effectively identified, which can make it clear that the customer is a salary agency customer, and know the agency and amount, as well as various products. important information that has not yet been opened, so as to effectively carry out communication and marketing.
(3) Customer identification in the smart banking area
With more and more intelligent devices and richer functions, the number of customers in this area even exceeds the traditional business processing area.
The effective identification of customers in this area relies on the push of business information for mid- to high-end customers in the system on the one hand. After the lobby manager and account manager know that the mid-to-high-end customers come to the branch to handle business, they can communicate and maintain it in a timely manner; on the other hand, when the customer chooses to handle some When dealing with lead-type special business, hall staff should improve their business sensitivity and take the initiative to recommend the bank's highlight products and introduce branch account managers.
Take printing transaction customer identification as an example to proactively understand the purpose of the customer's transaction bill, determine the customer's value, and carry out product coverage. Customers need to print statements, and apart from checking their own accounts, there are mostly three uses: applying for loans, going abroad, and applying for credit cards from other banks. In response to these relatively clear needs, while helping customers use the equipment, they also inquire about specific uses and explain the highlights of the bank's loan, credit card, and overseas financial products in a targeted manner to achieve effective product marketing.
(4) Customer identification in the waiting area
With the effective control of the new coronavirus epidemic nationwide, the queuing time at outlets has gradually increased recently. The waiting area must maintain the queuing order and comfort the customers. On the basis of customer emotions, we will further improve customer identification work. According to the specific process of the micro-salon activities in the hall that will be explained later, combined with the basic customer information in the CRM system, we will focus on diverting customers who intend to recommend products to the financial manager for further explanation and communication, explore customer needs, and shorten the waiting time of other customers; for some potential high-value customers Customers can also be guided to experience business processing in the mid-to-high-end service area.
(5) Marketing touch point areas and marketing techniques for idle customers
Using functional area layout and display of service marketing tools in the hall can effectively attract some customers to stop and understand. Targeting this part of potential customers Mid-to-high-end customers, lobby managers, etc. should focus on observing and identifying potential customers. For inquiry customers, pay attention to supporting simple products and improving customer assets; for potential financial customers, focus on converting complex products and improving assets.
Here we take foreign exchange settlement and sales customers as an example to explain the marketing touch point area and the marketing techniques for identifying idle customers.
An exhibition board introducing products for foreign exchange settlement and sales is set up in the lobby to attract customers to stop. The lobby manager proactively identifies customer qualifications, records contact information to facilitate follow-up tracking, and attracts customers to transfer funds to our bank. Customers for foreign exchange settlement and sales are generally very similar and are generally divided into two categories, namely those who need to use cash and those who do not need to use cash. For those who need to use cash, most of them have the main purpose of traveling and studying abroad. Customers who do not need to use cash mainly make overseas remittances, and a small number of them choose to deposit after exchanging foreign currency. During the marketing process, we focus on exploring the customer's family asset status and plans to launch subsequent marketing services. Products you can choose to recommend include credit cards, wealth management cards, overseas financial cards, cross-border services, certificates of deposit, large-denomination certificates of deposit, etc.