Generally speaking, merchants are advised to use their own star products or traffic-draining products as the main focus of advertising, and take advantage of the high conversion rate of star products to reach more new customers, thereby recognizing the brand and bringing in more turnover. . When a new product is launched, existing members can be exposed through LINE official account promotion, text messages, EDM and media advertising to test existing members' acceptance of the new product. Next, use advertising exposure to attract traffic to new products, test the acceptance of new products by new customers, and create the next star product.
If an enterprise wants to develop sustainably, it needs to continuously bring in new customers and old customers who loyally repurchase, so that the turnover can grow in a stacked manner. Therefore, in terms of the classification of target audience, it will be divided into two categories: new customers who have not purchased and old customers who have belarus mobile phone number list purchased. To attract new customers, you can draw up a persona (Persona), clearly position the sales target of the star product, specify the potential consumers, and find the behavior and interest tags that can define them from the advertising backend. Then, we use themes such as consumer needs, product features and usage scenarios to arouse consumer resonance, and finally drive them to make decisions. Advertising targeting new customer audiences is simply the result of continuous permutations and combinations of test results based on the two key factors of behavior/interest tags and marketing themes.
Faced with the rising cost of new customers, customer relationship management (CRM) has become a very important issue. Member analysis for old customers can be brought into the RFM model: Frequency consumer shopping frequency, and Monetary consumption amount. According to the consumption behavior of members, 8 membership types are divided, and based on the consumption behavior of each type of customers, corresponding marketing strategies for maintaining relationships are proposed.
RFM model
Important development customers (R near F low M high): focus on product quality and consumer experience to increase purchase frequency
Important to retain customers (R far F high M high): actively expose product or event information to make them purchase again
Important high-value customers (R near F high M high): Customers who mainly contribute to turnover, strive to increase the number of customers.