2 thoughts on “How to do a good job in the Spring Festival marketing”
Sylvester
Guest: Zhou Jianjun, general manager of Xinhua Insurance Shandong Qingdao Branch Municipal Branch The training department of Xinhua Insurance, Zhang Chunxia, Manager of the Central Branch of Xinhua Insurance, Zhang Chunxia Shi Guanglei The Spring Festival is coming, and it will usher in the golden time of the most exciting marketing of the year. Then, Zhou Jianjun: From the perspective of marketing, "opening the door" is a stage of marketing work. The key to controlling the rhythm of business is to help business partners develop the correct exhibition habits. "Move after conspiracy, do not fight without preparation." In the early stage of "opening the door", we need to make a carefully produced plan to create a good atmosphere. From the perspective of performance, "opening the door, the whole year's red" can laid a solid foundation for the completion of the annual target tasks; from the perspective of team building, the "opening of the door" campaign has won, which can better encourage the team's confidence, mobilize and mobilize, and Stimulate the team's marketing enthusiasm. During the long holiday, the additional staff can be added to the work, and the concept of opening the order in the team can make full use of the favorable timing of the Spring Festival holiday and relatives and friends, and do a good job of personal promotion meeting. Can also increase staff. In the later stage, we must continue to sum up and analyze, strengthen tracking supervision, overcome inertia after the festival, and perform the final sprint on the "opening of the door". Zhang Chunxia: The Spring Festival is the most willing to invest in and the best guest in the year. For marketers, it is also the best time to sign the bill. Grasp the customer's psychology and use the holidays to promote it will become the key to victory. First of all, visit more, see more people. Many people working abroad have returned home one after another to increase the number of visits. There will be more opportunities to deepen understanding and establish friendship. Of course, at the beginning of the meeting, we should focus on care and blessing, and leave a good impression on others through sincere greetings. Secondly, deep communication and strengthen ideas. For further follow -up of Class A and B customers in the early communication process, it is best to visit the door during the Chinese New Year. One is that customers will not refuse the customer's arrival. Care; the third is to grab the timing and promote it as soon as possible. During the Chinese New Year, customers' funds are concentrated. For customers with financial needs and awareness of risk prevention, it should be promoted by time, because insurance financial management has become a very important means for family financial management today. Through the promoting nodes of the Spring Festival, let customers prepare for their happy and beautiful life in advance, and will be accepted by many customers. Of course, for customers who have not been promoted, we must continue to do subsequent visit work so that they will become a prospective customer for future signing. Zhou Jianjun: During the festival, through the contact with old customers through sending gifts and "blessings" and other activities, recommend additional insurance to old customers with relevant needs, or thank you by holding customers' associations and individuals in the year. There will be a variety of forms, further close relationships with customers, enhance their willingness to purchase insurance products, and promote the quasi -customers who have not signed orders to seek further communication and promotion. In order to keep the money you earned for a year, many people have realized the importance of investing in financial management, and using some annual awards to buy the insurance that suits them. This is indeed a good choice. If family insurance is insufficient, you can use the year -end award to be supplemented. The types of risks are mainly accidental, major illness, education funds, pensions and other insurance. You can also use some year -end income to purchase different types of combination dividend insurance. Realize value -added; you can help you plan your finance reasonably, and you can get bonus and cashback from each dividend insurance every year. Zhou Jianjun: First, be humble. In the process of visiting customers, it is often indispensable to have the habit of the superiors and the leaders of the leader inspecting the leader. Therefore, you must use the mentality of humility and enthusiasm to visit. The second is to be careful. Through a detailed plan, routine business is avoided during the visit. The third is to be unique. During the Chinese New Year, we can temporarily not talk to customers about the personal accident insurance and other products that are "old and sick", avoid those unlucky words, and focus on investing in financial management. In new year customers will have new considerations of wealth management. We can easily accept our suggestions with the asset allocation of the New Year with the mentality of friends, using professional advantages, and talking about the usual ways to talk about the new year's asset allocation. Shi Guanglei: The Spring Festival is the most important and special festival of the year, and it is also the best time for marketers to show the industry. Because of this, we visit customers during the Spring Festival. The Spring Festival is very different from other holidays. People have more emotions to it. At this time, visiting customers, customers usually do not refuse; in addition, during the Spring Festival, children will get New Year's money in the Spring Festival, adults, adults, adults I won the year -end award, which is also an incomparable holiday. In other words, customers have a certain cash flow in their hands, making the marketer's Spring Festival exhibition industry relatively easy. At the same time, during the Spring Festival, it is also the most likely to see customers. In a festive atmosphere, people are very friendly. In fact, this is actually very friendly. It is the time to communicate with customers among the year. The reminding the majority of marketing partners is that the use of tools during the Spring Festival is very critical. At this time, the word "blessing" and couplet is the best exhibition tool for marketers. Send to the Chinese New Year calendar, couplet, and "blessing", customers generally accept it. For new customers, in addition to sending the word "blessing" and couplet, marketers can use market research forms, which set up some personal and family information for customers and family information. The problem can be used to collect the information of the customer and make reserves for the future exhibition industry. Shi Guanglei: The Spring Festival is a festive day, and the words must be appropriate when visiting customers. Customers are immersed in joy during the Spring Festival. During the visit, do not mention unsuitable words such as life, sickness, death, unpredictable wind and clouds, etc., combined with the advantages of the product name to communicate with customers, such as auspicious supreme, noble life, health blessing, etc. Customers are easier to accept. During the visit to customers in the Spring Festival, in addition to the market or customer family members, it is necessary to staggered the first to the third day, because these 3 days of ordinary people have to visit relatives and friends or have other important arrangements. After that, the specific skill depends on the specific situation of the customers you face. If it is an old customer, we will learn about the client's recent various living conditions on the grounds of the company's Spring Festival gratitude to the customer and do a free policy inspection for the customer, and prepare for the plan for the customer in the future. For new customers, when we send small gifts such as "blessing" and couplets, we can give the company's newly launched product introduction information to the customer, and ask customers to fill in the company's preparation information investigation form. The customer is receiving blessings After gifts, it will usually help complete information surveys. In addition, in the grasp of the length of visits, the time of old customers can be slightly longer, and the time of new customers should not be too long. Zhou Jianjun: The service is endless. In a period of time before, the business is temporarily coming to an end, and the service needs to be carefully invested. When serving, we must master the scale of judging the quality of basic services, meet the customer's requirements, stand on the perspective of customer, listen to customers' voices, and always pay attention to customer evaluation and satisfaction. We must try to improve the service level and service quality. The practice of pursuing high performance, ignoring services, and ignoring customer interests must be abandoned. The considers of customer satisfaction as the scale, comprehensive operating benefits and long -term sustainable and healthy development capabilities are the concept of business and development. Zhang Chunxia: Services are sales. Through satisfactory services, we can obtain customer trust and loyalty, promote the efficiency and effect of sales, and obtain continuous customers, so that our life insurance marketing can be continuously operated. Especially during the Spring Festival holidays, it will bring more opportunities to visit customers. The enthusiastic and intimate customer service will achieve more obvious results and create more value. The customer service during the Spring Festival can be divided into two categories according to whether the customer is transmitted: the service of the customer's service, because such customers have purchased the policy in our hands, so whether from the perspective of trust in us or for insurance or insurance In terms of acceptance, customers are too high. For such customers, they should serve more comprehensive and in -depth in the way of old friends. In addition to the preservation, claims, and regular visits of insurance practitioners, they should also conduct consulting services for relevant insurance financial management in the relevant insurance financial management. The unprepared customer service, that is, customers who have not yet promoted the signing may have doubts about companies, products and our trust, so they should increase their willingness to purchase insurance through regular insurance lectures and other methods.
The Spring Festival is entering the countdown, and there is no surprise. A new year marketing war will start. When more and more brands join this marketing melee, marketing "blockage" is inevitable. This is an emotional overdraft for consumers and even the public. Especially under the marketing environment of diversification and dissemination of the media, specifically for a certain brand, the marketing value of the Spring Festival is becoming more and more diluted. What should the brand do to make breakthroughs and do a good job of marketing for this important node? 1. Insight the pain points of the New Year, alternative creativity conveys the warm brand image. The Spring Festival cannot be separated from a theme: sensational. This is actually an old -fashioned topic. Most brands of the Spring Festival marketing themes are nothing more than "thousands of miles around the reunion" and "for a year for a good year to accompany your family." This leads to almost all the advertisements seen by the Chinese Spring Festival are: Spring Festival home tears. Although it is relatively stable in tear, tearfulness is really stable, and it is in line with the festive atmosphere, which is easy to resonate. But more and more mature consumers have become increasingly unsightly under the bombing of sensational advertisements. Therefore, the brand should take a different approach, such as finding the "care" and problems of relatives and friends to find new breakthroughs to resonate. 2. Different money -sharing gimmick marketing Episode five blessings, Jifu Card, XX 100 million ... It has become a reserved project for the Spring Festival each year. I did n’t go to the Spring Festival Gala show at all. Instead, when I turned on the TV, I mixed with every platform of “XX 100 million”. The alarm clock set up a lot of it. In the end, I found that I had been busy for more than ten days. get something. In undeniable, the brand uses human weaknesses to grasp the attention of users. Consumers have even known that they are brand planning marketing methods, and they still cannot control themselves. The brand should improve the user's sense of participation, allow users to get happiness in the process of participation, and then get psychological satisfaction, and at the same time deepen the correlation with the brand itself. In fact, whether it is the numbness of the public's numbness in the Spring Festival, or the brand's own homogeneous trouble. In the final analysis, too many Spring Festival marketing is too much thinking about the Spring Festival itself. It does not take into account the user's needs, but also ignores the user's use scenarios for its own products. It first understand that the core of the Spring Festival marketing lies in the brand, not in the Spring Festival itself. Only by thinking about this, let the Spring Festival marketing truly return to the origin of the brand, perhaps every brand can find its own way of breaking the situation. and the Spring Festival marketing is just one of the embellishments. What the brand must do is to keep the brand's thinking about the brand in any marketing scenario, rather than using each marketing scenario as the origin of marketing thinking.
Guest: Zhou Jianjun, general manager of Xinhua Insurance Shandong Qingdao Branch Municipal Branch
The training department of Xinhua Insurance, Zhang Chunxia, Manager of the Central Branch of Xinhua Insurance, Zhang Chunxia
Shi Guanglei
The Spring Festival is coming, and it will usher in the golden time of the most exciting marketing of the year. Then,
Zhou Jianjun: From the perspective of marketing, "opening the door" is a stage of marketing work. The key to controlling the rhythm of business is to help business partners develop the correct exhibition habits.
"Move after conspiracy, do not fight without preparation." In the early stage of "opening the door", we need to make a carefully produced plan to create a good atmosphere. From the perspective of performance, "opening the door, the whole year's red" can laid a solid foundation for the completion of the annual target tasks; from the perspective of team building, the "opening of the door" campaign has won, which can better encourage the team's confidence, mobilize and mobilize, and Stimulate the team's marketing enthusiasm. During the long holiday, the additional staff can be added to the work, and the concept of opening the order in the team can make full use of the favorable timing of the Spring Festival holiday and relatives and friends, and do a good job of personal promotion meeting. Can also increase staff. In the later stage, we must continue to sum up and analyze, strengthen tracking supervision, overcome inertia after the festival, and perform the final sprint on the "opening of the door".
Zhang Chunxia: The Spring Festival is the most willing to invest in and the best guest in the year. For marketers, it is also the best time to sign the bill. Grasp the customer's psychology and use the holidays to promote it will become the key to victory.
First of all, visit more, see more people. Many people working abroad have returned home one after another to increase the number of visits. There will be more opportunities to deepen understanding and establish friendship. Of course, at the beginning of the meeting, we should focus on care and blessing, and leave a good impression on others through sincere greetings. Secondly, deep communication and strengthen ideas. For further follow -up of Class A and B customers in the early communication process, it is best to visit the door during the Chinese New Year. One is that customers will not refuse the customer's arrival. Care; the third is to grab the timing and promote it as soon as possible. During the Chinese New Year, customers' funds are concentrated. For customers with financial needs and awareness of risk prevention, it should be promoted by time, because insurance financial management has become a very important means for family financial management today. Through the promoting nodes of the Spring Festival, let customers prepare for their happy and beautiful life in advance, and will be accepted by many customers. Of course, for customers who have not been promoted, we must continue to do subsequent visit work so that they will become a prospective customer for future signing.
Zhou Jianjun: During the festival, through the contact with old customers through sending gifts and "blessings" and other activities, recommend additional insurance to old customers with relevant needs, or thank you by holding customers' associations and individuals in the year. There will be a variety of forms, further close relationships with customers, enhance their willingness to purchase insurance products, and promote the quasi -customers who have not signed orders to seek further communication and promotion.
In order to keep the money you earned for a year, many people have realized the importance of investing in financial management, and using some annual awards to buy the insurance that suits them. This is indeed a good choice. If family insurance is insufficient, you can use the year -end award to be supplemented. The types of risks are mainly accidental, major illness, education funds, pensions and other insurance. You can also use some year -end income to purchase different types of combination dividend insurance. Realize value -added; you can help you plan your finance reasonably, and you can get bonus and cashback from each dividend insurance every year.
Zhou Jianjun: First, be humble. In the process of visiting customers, it is often indispensable to have the habit of the superiors and the leaders of the leader inspecting the leader. Therefore, you must use the mentality of humility and enthusiasm to visit. The second is to be careful. Through a detailed plan, routine business is avoided during the visit. The third is to be unique. During the Chinese New Year, we can temporarily not talk to customers about the personal accident insurance and other products that are "old and sick", avoid those unlucky words, and focus on investing in financial management.
In new year customers will have new considerations of wealth management. We can easily accept our suggestions with the asset allocation of the New Year with the mentality of friends, using professional advantages, and talking about the usual ways to talk about the new year's asset allocation.
Shi Guanglei: The Spring Festival is the most important and special festival of the year, and it is also the best time for marketers to show the industry. Because of this, we visit customers during the Spring Festival.
The Spring Festival is very different from other holidays. People have more emotions to it. At this time, visiting customers, customers usually do not refuse; in addition, during the Spring Festival, children will get New Year's money in the Spring Festival, adults, adults, adults I won the year -end award, which is also an incomparable holiday. In other words, customers have a certain cash flow in their hands, making the marketer's Spring Festival exhibition industry relatively easy. At the same time, during the Spring Festival, it is also the most likely to see customers. In a festive atmosphere, people are very friendly. In fact, this is actually very friendly. It is the time to communicate with customers among the year.
The reminding the majority of marketing partners is that the use of tools during the Spring Festival is very critical. At this time, the word "blessing" and couplet is the best exhibition tool for marketers. Send to the Chinese New Year calendar, couplet, and "blessing", customers generally accept it. For new customers, in addition to sending the word "blessing" and couplet, marketers can use market research forms, which set up some personal and family information for customers and family information. The problem can be used to collect the information of the customer and make reserves for the future exhibition industry.
Shi Guanglei: The Spring Festival is a festive day, and the words must be appropriate when visiting customers. Customers are immersed in joy during the Spring Festival. During the visit, do not mention unsuitable words such as life, sickness, death, unpredictable wind and clouds, etc., combined with the advantages of the product name to communicate with customers, such as auspicious supreme, noble life, health blessing, etc. Customers are easier to accept.
During the visit to customers in the Spring Festival, in addition to the market or customer family members, it is necessary to staggered the first to the third day, because these 3 days of ordinary people have to visit relatives and friends or have other important arrangements. After that, the specific skill depends on the specific situation of the customers you face. If it is an old customer, we will learn about the client's recent various living conditions on the grounds of the company's Spring Festival gratitude to the customer and do a free policy inspection for the customer, and prepare for the plan for the customer in the future. For new customers, when we send small gifts such as "blessing" and couplets, we can give the company's newly launched product introduction information to the customer, and ask customers to fill in the company's preparation information investigation form. The customer is receiving blessings After gifts, it will usually help complete information surveys. In addition, in the grasp of the length of visits, the time of old customers can be slightly longer, and the time of new customers should not be too long.
Zhou Jianjun: The service is endless. In a period of time before, the business is temporarily coming to an end, and the service needs to be carefully invested. When serving, we must master the scale of judging the quality of basic services, meet the customer's requirements, stand on the perspective of customer, listen to customers' voices, and always pay attention to customer evaluation and satisfaction. We must try to improve the service level and service quality. The practice of pursuing high performance, ignoring services, and ignoring customer interests must be abandoned. The considers of customer satisfaction as the scale, comprehensive operating benefits and long -term sustainable and healthy development capabilities are the concept of business and development.
Zhang Chunxia: Services are sales. Through satisfactory services, we can obtain customer trust and loyalty, promote the efficiency and effect of sales, and obtain continuous customers, so that our life insurance marketing can be continuously operated. Especially during the Spring Festival holidays, it will bring more opportunities to visit customers. The enthusiastic and intimate customer service will achieve more obvious results and create more value.
The customer service during the Spring Festival can be divided into two categories according to whether the customer is transmitted: the service of the customer's service, because such customers have purchased the policy in our hands, so whether from the perspective of trust in us or for insurance or insurance In terms of acceptance, customers are too high. For such customers, they should serve more comprehensive and in -depth in the way of old friends. In addition to the preservation, claims, and regular visits of insurance practitioners, they should also conduct consulting services for relevant insurance financial management in the relevant insurance financial management. The unprepared customer service, that is, customers who have not yet promoted the signing may have doubts about companies, products and our trust, so they should increase their willingness to purchase insurance through regular insurance lectures and other methods.
The Spring Festival is entering the countdown, and there is no surprise. A new year marketing war will start. When more and more brands join this marketing melee, marketing "blockage" is inevitable. This is an emotional overdraft for consumers and even the public.
Especially under the marketing environment of diversification and dissemination of the media, specifically for a certain brand, the marketing value of the Spring Festival is becoming more and more diluted.
What should the brand do to make breakthroughs and do a good job of marketing for this important node?
1. Insight the pain points of the New Year, alternative creativity conveys the warm brand image.
The Spring Festival cannot be separated from a theme: sensational. This is actually an old -fashioned topic. Most brands of the Spring Festival marketing themes are nothing more than "thousands of miles around the reunion" and "for a year for a good year to accompany your family." This leads to almost all the advertisements seen by the Chinese Spring Festival are: Spring Festival home tears. Although it is relatively stable in tear, tearfulness is really stable, and it is in line with the festive atmosphere, which is easy to resonate. But more and more mature consumers have become increasingly unsightly under the bombing of sensational advertisements.
Therefore, the brand should take a different approach, such as finding the "care" and problems of relatives and friends to find new breakthroughs to resonate.
2. Different money -sharing gimmick marketing
Episode five blessings, Jifu Card, XX 100 million ... It has become a reserved project for the Spring Festival each year. I did n’t go to the Spring Festival Gala show at all. Instead, when I turned on the TV, I mixed with every platform of “XX 100 million”. The alarm clock set up a lot of it. In the end, I found that I had been busy for more than ten days. get something.
In undeniable, the brand uses human weaknesses to grasp the attention of users. Consumers have even known that they are brand planning marketing methods, and they still cannot control themselves.
The brand should improve the user's sense of participation, allow users to get happiness in the process of participation, and then get psychological satisfaction, and at the same time deepen the correlation with the brand itself.
In fact, whether it is the numbness of the public's numbness in the Spring Festival, or the brand's own homogeneous trouble. In the final analysis, too many Spring Festival marketing is too much thinking about the Spring Festival itself. It does not take into account the user's needs, but also ignores the user's use scenarios for its own products.
It first understand that the core of the Spring Festival marketing lies in the brand, not in the Spring Festival itself. Only by thinking about this, let the Spring Festival marketing truly return to the origin of the brand, perhaps every brand can find its own way of breaking the situation.
and the Spring Festival marketing is just one of the embellishments. What the brand must do is to keep the brand's thinking about the brand in any marketing scenario, rather than using each marketing scenario as the origin of marketing thinking.