诱因设计课件

©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.3.CreatingCompelling OffersandPropositions

诱因设计---创造引人入胜的诱因与主题1©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation2

Ifyoudon’thaveanoffer, itisnotdirectmarketing如果没有诱因，那就称不上是直复营销了。发掘有效诱因©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation3一、Whyistheoffersoimportant?诱因的重要性首先关注名单和诱因诱因你给潜在客户的建议它阐明了买方和卖方将会为彼此所做的一切诱因是导致客户响应、回电、点击和购买的原因©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation5二、4Mainelementsoftheoffer诱因的4大要素1. TheProductorService andit’sbenefits2. PriceandPayment Terms3. Incentives4. SpecificConditions

– Freetrial,Continuity,Time Limits,Guarantees, Sweepstakes1. 产品、服务以及它们 能带给客户的利益2. 

价格和付款条件3. 激励4. 设置诱因的具体条件– 免费试用、连续性、时限、承诺、抽奖©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation61.YourProductOrService产品或服务It’sNew新款Itdoeswhatotherfaxmachinesdon’t.功能比其它传真机多©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation7WhywouldI wantit?

我为什么想要购买它？1.

2.

Isitunique?

是否是独一无二的？

Whatwillitdoforme?

能为我做什么？3.Isthereanyrisk?

有风险吗？There’snever,everbeenagolfglovelikethisone

从来没有像这样的

高尔夫手套

Golferwitharthritissays“Icanplayagain.“爱好打高尔夫球却手部患有关节炎的人会说“我又能打高尔夫了”

MoneyBack Guarantee

退款承诺©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation8TurnFeaturesIntoBenefits将性能转化为利益• Featuresareaboutthe product• 性能相对于产品而言1.Gloveinventedby Orthopedichandsurgeon

手整形外科医生发明的手套2.EndorsedbyArthritis Foundation

该手套获得了关节炎基金会的认证• Benefitsareaboutthe customer• 利益相对于消费者而言1.Specialdesignwillimprove yourgolfgame特殊的设计能够提高你的高尔夫球技2.“Icanplayagain” “我又能打高尔夫了”©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation11Testdiscountsvs.incentives•

Customerswhobuyatfullpricestaylongerandspendmoreovertime全价购买的顾客通常忠诚度更高，并且随着时间推移会购买更多同品牌的产品•

Customerswhobuyatdiscountoftendonotperformaswellovertime通过折扣购买的顾客，以后通常在品牌忠诚度方面表现欠佳•

Incentives(gifts)mayhaveHigherperceivedvaluethantheirActualcost奖励可能会产生更高的感知价值测试：折扣与奖励的对比©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation122.Tip-onCard优惠卡

Merchandisethe Discount

折扣的商业化运作

1. OnlineMystery Discount在线神秘折扣

©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation141.Freegift免费小礼品

2.

Bonus奖金

3.Sweepstakes& Contests抽奖和竞赛

4.

Information信息

5.

Samples样品Incentives-GiftWithPurchase奖励–购买时所获得的礼品

1.FreeGift免费礼品

Yoursasa thankyoufor helping familiesinneed

送给您，作为帮助 困难家庭的答谢2.Bonus奖金

50%bonusmilesonyour nextflight您下张机票 将得到50%的优惠©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation15GiftandPremiumCheckList赠品核查清单

Freecalculator--see

howmuchyousave

免费计算器帮助了解您 所节省的费用

• Isitsomethingmycustomerneeds/wants?这是顾客需要和想要的吗？

• Doesitlinktomyproductorservice?它与产品或服务有关吗

• Doesitshowabenefit?它是否显示出带给顾客的利益？

• Doesitovershadow?它会对我的产品或服务造成喧宾夺主的影响吗？

--Warning:Attractedtopremium,notproduct

--切忌：顾客被赠品吸引，而非被产品本身所吸引

©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation16抽奖和竞赛

SweepstakesandContests1.

Alwaysfocusontheobjective

要始终关注目标2.

Considerationisthekeylegaltest主要考虑的是关键性的合法测试3.

Callinanexpert

邀请专家4.

InB2B,consideraprizefortheemployeeandaprizeforthecompany在B2B营销中，要分别考虑给员工和公司奖品Objective:Increaserepeatviewersfornewtelevisionshow目标：增加电视新节目的收视率©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation17SweepstakesPrizeConsiderations抽奖奖品考虑事项

LargeSportingGoodsMarketer:“TakemetoEverestSweepstakes”

大型运动产品营销人员：“赢大奖，免 费到珠峰”以确保获得目标响应者©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation18免费信息

FreeInformationInsuranceCompany:The5tipsyouneedtoknowincaseofanaccident

保险公司：您需要了解的5个防止意外的小贴士

FreeResearch Report免费 调查报告©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation20AmexAutomaticBillPayment美国证券交易所自动票据交易“Freemiums”:

Deliveredwiththepromotion.随促销活动发放

WallStreet JournalCakedecoratingstencilMarthaStewartLiving玛莎斯图尔特生活杂志的蛋糕装饰模具

Bookmark华尔街日报书签©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation21

Afinalwordonincentives

有关奖励的建议• Anyincentiveorpremiummustincreaseresponseenough topayforitself• 任何奖励或赠品带来的响应增加必需能够抵得上它们的成本

– Testtoseeifyouneedthepremiumorifpeoplewouldbuy withouttheincentive – 测试是否需要设置赠品，如果没有奖励人们是否也会购 买产品

– Couldimproveyourprofits – 测试是否能够提高效益©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation23Continuity–‘TilForbid’连续性–直到客户叫停为止Deliveredtoyourdoorevery“X”weeksuntilyoutellustostop每隔几周，都会向您发送，直到您叫停©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation24

B2B:

StandingOrder

B2B顾客的常规订单• Forcustomerswhobuycertainproductsregularly,offertoshipautomaticallyeverymonth• 对于那些定期购买某些产品的顾客， 提供每月自动出货• Theysavemoneyandtime.Youretaintheirbusiness• 节省了顾客时间，同时也保留了业务往来©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation26--Createasenseofurgencytoactnow--营造立刻行动的紧迫感QuantityorTime Limits

数量或时限©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation27--Createasenseofurgencytoactnow营造立刻行动的紧迫感©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation28三、MerchandisetheOffer诱因设计

Makeitlookimportant.Useaction devicetoemphasize使它看起来很 重要。通过行动建议进行强调。©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation30objective基于具体目标制定的诱因更有效• Ex:Yourobjectiveistoincreaseyouraverageordersize.例如：你的目标是增加平均订单量– Theamountofmoneycustomersspendwithyou/purchase– 即增加顾客购买额– Let’slookatthetypesofoffersthatworkbestwhenthisis yourobjective…….– 如果这是你的目标，我们看看最有效的诱因是什么……Offersmustmatchyouraudienceandyour objective

诱因必须与你的受众和目标相符

• Someoffersworkbetterbasedonyourspecific©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation31only$5--a$14value.

购买49美元的汽车急救包，只需加5美元，便可多得价值14美元的紧急停车灯一只

Objective:Increaseaverageordersize

目标：增加平均订单量1.VolumeDiscount按量折扣

–Buyonebottlefor$10or –Getacaseof12foronly$97

–10美元一瓶，或购买1箱（12瓶），仅需97美元

2.Low-pricedadd-ons低价位的附加组件

–Getaroadsideemergencykitforyourcar$49&we’llsendyouaroadsideflasherfor+©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation32Objective:IncreaseaverageordersizeFreeshipping over$50.Nowthrough 9/19/2010

Spend$60. Geta$15 Reward Certificate目标：增加平均订单量

4.FreeShippingwith purchaseover$50.

购买50美元以上，可以享受免费送货

5.Giftforfutureusewith purchaseover$60

购买60美元以上，可获赠 用于将来使用的礼品券©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation33limitstoohigh注意，不要设限太高Objective:Increaseaverageordersize目标：增加平均订单量

6.Freegiftfor minimumorder

规定获得免费礼品 的最小订单

Becareful.Donotset©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation34Case:DirectMarketingandtheFarmer案例：针对农民的直复营销• Unlikelyaudience—farmers非一般受众–农民

– Notyourtypicaldemographic不是你的“典型”人口统计学范围的受众– Challenge:Worksunuptosundown挑战：从早到晚工作• Objective:Getlivedemonstrationoftractor• 目标：获得现场演示拖拉机的机会 – Findauniquewaytogettheirattention找一个特殊的方式获得 他们注意• Tookatipfromtheautomobileindustry• 从汽车行业学一招– TestDrive.WithaTwist趣味性的试驾©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation35UniqueAudience&Challenge

“ThefolksatLichteFarm EquipmentinArchibald wouldlikeyoutotestdrive anewJohnDeeretractor- onyourfarmdoingyour work.We’llbecallingyou soontogettogether.”特殊受众：特殊挑战

“”阿奇博尔德的Lichte 农场器械公司全体同 仁希望您试驾新型约 翰迪尔拖拉机–在您 的农场，我们将很快打电话给您。©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation36JohnDeereMicrochipSoundPromotion

约翰迪尔微型芯片全面推广• 28,500FarmersTargetedinTest试驾锁定了28500名农民• 1,400Dealerships1400个经销商

• Personalizedchiptolocaldealer为当地经销商提供个性化的芯片• Offer:TestDrivetheTractoronYourFarm• 诱因：在您的农场试驾拖拉机• Package:Envelope,Letter,Brochurewithchip• 套装：信封、信、带有芯片的宣传册• Result:$12,400,000inSales• 结果：实现12400000美元的销售额

©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation37

2、“KeepitSimple” ToIncreaseResponse

2、简单的诱因才能增加响应• Toomanychoicescandepressresponse• 太多选择反而降低响应– Choicecreatesindecisionandinertia过多选择导致优柔寡断和惰性– Ifcustomerpostponesdecision,theyoftendon’trespond– 如果顾客推迟做决定，通常他们不会再有响应– Iftheincentiveordiscountistoogenerous，Youmaycreateshorttermcustomers,whosimplyboughtfortheincentive.– 如果奖励或折扣太慷慨，你可能获得的只是短期客户，他们只是为了奖励才购买的。

– Youreffortmaynotbeprofitable你的努力可能不会有利润

©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation383、Howdoyoudeterminethe bestoffer