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美國高爾夫頻道 PGA 瑞典江南風   [複製鏈接]

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發表於 2013-2-20 12:56:29 |顯示全部樓層

I’ve heard this statement quite often

Direct Mail – Don’t Assume, Just Test and Track
Where to Start:Most novice marketers have definite fixed ideas about direct mail that are way off base - most often in the area of what to spend and how much to do. You should determine what you are able to spend for your marketing budget, spend it, and determine the maximum number of leads that you can create. For instance, I’ve heard this statement quite often: "We aren’t that large of a company. How could we send out 2,000 postcards all at once?" because "What if they all call?" – seems like a valid concern, right?Here is the reality behind it: Unfortunately they won’t all call. However, a good deal of them very well may and making sure that your traffic in is not more than you can handle is something to think about. Truthfully, there is no sure way to tell exactly how many people will call if you haven’t done this type of marketing before. Think of it this way. What would happen if they did all call? You may not be able to handle all of them, but you would handle as many as you possibly could, right?In this scenario, you would have maximized your income for that time period providing you could close up all those callers! You can also explore the idea of expanding your operation to handle the number of leads that you can create.What if you didn’t max out your promotion at the very start? You can afford to send out 4,000 pieces every two weeks but you think that you will simply get too many calls to be able to handle them all. You, instead, send out only 2 Cheap Beanies,000 and the response is decent. However, you still have some down time where you are having to try to “manufacture” sales.You saved $400 in marketing money but you had enough down time where you could have closed quite a few more sales than you did. The question now is "Which gives me more money in my pocket? Saving $400 on marketing or closing quite a few more sales and earning an extra couple of G’s potentially.” More than likely the answer is to spend as much as you possibly can on your marketing, right?By spending all that you can afford on marketing when you start a program you maximize your income almost immediately.Okay, Time to Track Results.Hopefully you have more than one way that you try to recruit new customers Snapbacks for cheap. So how do you know which ones are working and which aren’t? Set up a system to track the results.Let’s take for example a situation in which you decide to start a Postcard Marketing Campaign for your business. The first week you send out 3000 postcards. When they start hitting homes you get 30 calls. Did all of these leads come from the postcards? Probably not cheap hats. Because the week before you got 8 calls and hadn’t sent out any postcards yet. So how can you tell who actually got a postcard?The Answer: All you have to do is ask them. "So how did you hear about our company?" The hard part is making sure that any employee in your company who answers the phone and may talk to a new prospect remembers to ask the question every time. The fewer prospects who answer this question, the less accurate your information will be when making future marketing decisions.Now let’s assume that you have been sending out postcards for a while and you have a good number of calls coming in. If you ask the question "So how did you hear about our company?" they may respond, "I got your postcard in the mail." But, by now you have mailed postcards to 4 different lists, 3 times each. How do you tell which list and which mailing this customer was from?The Answer: Put a marketing code on the postcards that will tell you which specific postcard they received and when it was mailed.Give each list a name and work the date into your marketing code as well. And the only thing your representatives have to ask is "Would you mind reading me the marketing code above your address?" This code should give you all the info that you need to know and help you keep your Marketing Results Tracking as accurate as possible.Try not to operate off of assumptions about “how to market” if you haven’t educated yourself. And make sure you collect all the data and make your future marketing decisions based on the facts.

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發表於 2013-11-4 23:24:04 |顯示全部樓層

广州神秘客购奢侈品两小时花费百万元

  羊城晚报记者 孙 晶

  今日看点

  □什么人在消费奢侈品?他们买什么奢侈品?他们如何消费奢侈品?

  □在香港买奢侈品更便宜,他们为什么愿意在广州花钱?

  富人的消费总是吸引人们的眼球。在广州目前最顶级的商圈―――环市东商圈,年未岁首的20天内连续上演了两场有钱人的消费盛会:一个创下一晚费1.5亿元VIP消费其中3500万元奢侈品消费的惊人数字;另一个出现广州豪客两小时花掉上百万元购买奢侈品的场面。

  羊城晚报记者从这两场新年答谢VIP活动的举办方―――广州友谊和丽柏广场获悉,2010年广州市场奢侈品的年销售额呈现25%以上的增长,同校同届12名学生被牛津录取,远高于百货业其他消费品的增长速度,而且奢侈品的消费群也在不断扩大。

  广州的有钱人是如何消费奢侈品?记者在连日的调查中找到了部分答案。

  市场

  经济危机阴影下的另类火爆:

  广州一个店一天卖了1.5亿元

  “2010年,国际经济还陷入危机之中,国内物价又不断飞涨。我们本来预计商场的销售最多有15%-20%的增长就很不错,哪知道从去年下半年开始,销售一路飘红,最终拉动整年的销售增长高达25%以上。”广州目前最顶级的商场丽柏广场董事总经理GELVAN ONG一脸惊讶地说出报表上的数字。

  与丽柏同样拥有不少奢侈品的“广州友谊”副总经理江国源谈起去年的销售也是笑逐颜开,“这几年奢侈品的消费都保持了很高的增长态势。以广州友谊2010年奢侈品的销售同比增长28.6%左右,超过百货类商品的平均增幅。”他告诉记者,在刚刚过去的元旦假期,以广州友谊的名表、化妆品、工艺精品、一线品牌服饰、进口珠宝为代表的奢侈品,同比增幅超过35%,其中,卡地亚、伯爵等名珠宝首饰,萧邦、劳力士、欧米茄、帝舵等名表以及进口化妆品牌La mer、Chanel等都取得绝佳的销售业绩。最让江国源难忘的是上月25日广州友谊在环市东店做的一年一度答谢VIP的全场优惠促销活动:“当天环市东店就销售了1.5亿元,破了历史纪录,其中奢侈品的消费高达3500万元以上。

  “那天,我们的销售额达到160万元。”卡地亚的销售人员告诉记者,“我们的门店销售业绩是华南最好的一家。”

  个案

  VIP专场一人豪掷百万元

  上月17日,丽柏广场举办专门为VIP封场两小时的优惠活动中,一位广州豪客拿着自己消费后换得的上百张兑奖券前往丽柏广场服务处兑奖,同校同届12名学生被牛津录取。据现场兑奖的工作人员粗略核算,按照消费5000元换一张兑奖券计算,这位客人至少花掉了上百万元购买奢侈品。

  买名牌包半小时花了10万多元

  同晚,来自三水的一对夫妇在不到半小时内也花掉了10万多元购买名牌包和鞋。“如果不是她老公赶着回去开会,她还会再买些衣服。”与那位女士一同前来扫货的LINDA告诉记者。

  LINDA的老公是一家医药公司的老板,她的柜子里光是LV包包已经有20多个。“我就喜欢限量版的东西,这样背出来才能与众不同。最近,我迷上了Hermès的包,售价12万元的一款还要提前订货。

  130多万元卖出一个皮包

  “我们刚卖掉一个130多万元的镶钻BIRKIN包,是鳄鱼皮制作的。” Hermès销售人员表示,目前店里还有一款147万元的包,已经有VIP顾客订下。“这些贵价包只销售给VIP顾客,不放在柜台展示。”

  而一位Hermès的追逐者告诉记者,Hermès有一长串的等候名单,因为每只包都是师傅们手工制作的,一个皮包的完成时间为3个月,所以,通常在订购后,要几个月才能取到货。

  专门收藏世界名表

  在广州友谊的江诗丹顿柜台,有销售人员告诉记者,有一位特别喜欢收藏名表的VIP,“他叫我们一有新款的表到就要通知他,他一来看表,只要喜欢,从不问价钱就买下来。他自己说已收藏了二十七八块名贵手表,从几十万一块到几百万元一块,他只喜欢买世界十大名牌手表”。

  揭秘

  广州奢侈品消费增长两大原因

  其实,由于人民币升值,到香港买这类奢侈品可以省下20%左右的钱。为什么这些豪客还是愿意在广州花钱?

  “真的把买奢侈品当成一种生活方式的人就不会在乎这点差价,另外一类人就是特别急着买东西送礼的人。”LINDA告诉记者。

  而GELVAN ONG表示,食材淘宝,由于看到内地市场的不断扩大,奢侈品商也在动脑筋尽量减少香港的价格优势,比如在广州的部分奢侈品品牌的款式就比香港还要新,而且有的款式是内地独有的。

  这也许是近年来广州的奢侈品消费群不断增长的原因之一。

  五位豪客一年至少花掉2500万元

  据友谊的数据显示,其VIP客户每年都有两位数的增长,而VIP客户对于商场销售贡献率也超过60%,在丽柏这个数字更是达到70%。因此,对于VIP客户的维护和挑选也成为高端商家的必修课,同校同届12名学生被牛津录取

  如广州友谊公司规定,钻石VIP有效期内消费积分累计达15万分以上才可申请此卡;丽柏VIP必须一次性消费满2.5万元或者一个月累积消费5万元才够资格。“我们去年的前五名VIP的消费至少达到每人500万元。” GELVAN ONG透露,这个数字近两年增长得很快,2005年时,前五名的VIP的消费额最低为100万元。这从一个侧面反映出广州富人越来越追逐奢侈品的消费。

  中国奢侈品消费怪圈

  2008年金融危机后,全球奢侈品消费增速正在大幅下滑,香奈尔集团因此裁员200人,占员工数1/10;法国高级定制时装品牌Christian Lacroix申请破产保护;英国奢侈陶瓷公司 Waterford Wedgwood申请破产保护,美国私人投资公司KPS收购其全球部分资产,包括香港子公司。而在中国,奢侈品消费为什么却逆市而上?

  资深奢侈品高级管理人士GELVAN ONG分析认为,一方面国人对于奢侈品的认知度不断提高。另一方面,中国的经济近年来一直高速发展,已经培育出一批富人。胡润“2009富豪消费价格指数”报告显示,中国内地的顶尖奢侈品消费群体中,资产在1千万元人民币以上的有82.5万人,身价过亿的则有5.1万人。“这些人对于奢侈品的消费正在不断壮大,而并没有受到金融危机的影响。”

  广州商业资深人士、第一商业网总裁黄华军认为,奢侈品的消费主体目前在中国主要有两类人,一是随着改革开放先富起来的一族,他们30年来已经积累了大量的财富,特别是在1980年后出生的独生子女富二代,他们往往在顶级奢侈品的消费上充当了急先锋的角色。另一类则是追求时尚的白领和金领,他们用于奢侈品的消费比例往往占个人总收入中相当高的比例。
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