“Nothing on earth is as powerful as an idea whose time has come” “ 世上最强大的力量莫过于应势而生的思想 ” Drayton Bird Shanghai November 2005 杜雷顿﹒勃德 上海 2005 年 11 月 Victor Hugo 雨果

The aim of marketing? 营销的目标是什么 ? “Make selling superfluous..... know and understand the customer so well that the product or service fits him and sells itself.” “ 使销售变成锦上添花 … 了解并理解客户, 使产品或者服务切合 客户需要，达到客户自发购买的目的。 ” - Management Tasks, Responsibilities and Practices, 1973, Peter Drucker 《管理任务、责任及实践》,1973 年, 彼得 ▪ 杜鲁克

Direct marketing: it’s inevitable 直复营销：大势所趋 a) Social change 社会变革 b) Financial pressure 财务压力 c) New technology 新兴技术

The 3 stages: where are you? 三个阶段：你处于哪个阶段？ The triumph of the mass 大众营销的胜利 - advertising, media, brands... 广告、媒体、品牌 Segmentation emerges 细分的出现 - messages, media, brand extensions… 讯息、媒体、品牌延伸 … Personal marketing arrives 个人营销 - messages, media, to fit the individual 讯息、媒体、量身订做

“Sell more stuff to more people, more often, for more money” “ 把更多商品卖给更多客户， 赚取更多收入。 ” - Sergio Zyman

Only four ways 只有四种途径 Get more customers 取得更多客户 Get them to buy more 促使客户购买更多产品 Get them to buy more often 促使客户更经常地购买商品 Or keep buying for longer 或者使客户更持久地购买商品 In every case, direct can be key 在任何情况下， 直复营销是关键

What is direct marketing? 什么是直复营销？ “Any communication through any medium which reaches people directly, or where they respond directly.” “ 通过一切可以直接接触客户的途径、或者客户可以直接作 出反应的媒介而进行的沟通 ” - “ Commonsense Direct Marketing”, 1982 《直复营销锦囊》， 1982

The aim of Direct Marketing 直复营销的目标 “Identify your prospect or customer as an individual and build a lasting relationship, to their greater benefit and your greater profit.” “ 把你的潜在客户或现有客户视为个体，与他们保持长远关 系，从而更大程度上满足他们的利益，获取你的利润。 ” - “Commonsense Direct Marketing”, 1982 “ 直复营销锦囊 ” ， 1982

The Three Stars 三条锦囊妙计 1)Isolate individuals, and store relevant details on a database. 区分个人，并在数据库中存储详细的相关个人信息 2)Build a continuing relationship - by using data appropriately. 通过适当使用数据建立持久的关系 3)Build a profitable relationship - by testing everything. 通过测试各方面情况建立可赢利的关系

The first star 第一条妙计 Isolating prospects 区分潜在客户的信息

A suggestion 建议 Examine every stage in your customers ’ dealings with you - intensively. 在各个过程中，深入分析和客户的交往 Before the sale 销售前 During the sale 销售过程中 After the sale 销售后 Compare with your competitors. 与竞争对手比较 How can you do a better job at every step? 如何能在各阶段中做得更出色？

The second star 第二条妙计 Build a continuing relationship 建立持久的关系

Why firms lose customers 为何公司会流失客户 1.Moved away or died 搬迁或结业  4% 2.Other company friendships 与其他公司建立良好关系  5% 3.Competition 竞争  9% 4.Product dissatisfaction 对产品不满  14% 5.Indifference/attitude of sales force 销售人员态度漠然或态度不佳  68% McGraw-Hill Research McGraw-Hill 研究报告

When things go wrong 在出错时 512

The third star 第三条妙计 Testing to increase profitability 测试各种提高利 润的方法

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tests 电子邮件测试 1.Friday gets 38% more opened than Monday 2.An at 8am gets 51% more readers than 9am and 260% more than 3 pm 3.Subjects with first name and today's date get 24% more readers than first name only and 75% more than no name 4.Subjects with full name get 60% fewer readers than First name + today's date 1. 周五的邮件打开率比周一高出 38% 2. 阅读早上 8 点邮件的人数比阅读早上九点邮件的人数高出 51%, 更比阅读下午三 点邮件的人数高出 260% 。 3. 带有发信人名字及当天日期的邮件的读者人数比只有名字的邮件多出 24%, 比没 有人名的邮件多出 75% 4. 带有全名的邮件和带有人名和当天日期的邮件相比，读者少 60%

Why Direct Marketing has overtaken advertising 为何直复营销超越广告？ 1.Why speak to everyone when you only need to speak to someone? 如果只需要针对特定人群进行沟通，何必大 张旗鼓跟所有人沟通？ 2.Why not spend your money where it does most good? 为什么不把钱花在刀刃上？ 3.Why guess when you can know? 如果知道，为何猜测？

If you can’t measure it, you can’t manage it 如果你不能量化评估，就无法管理

Why much CRM fails 为什么那么多客户关系 管理 (CRM) 纷纷败下阵来？

You want to make them love you … 你想让客户喜欢你．．． … but how much is their love worth? 但客户的钟情又有多大价值呢？ Many ‘ relationship marketers ’ fail to measure 许多 “ 关系营销人员 ” 没有做好量化评估 Most fail to test 很多人没有测试 Hardly any know the value of a customer 他们几乎都不了解客户的价值所在 Let alone the value of different types of customer 更不用说不同类型客户的价值了

Here ’ s a little quiz 这是一个小测试 How do you determine your marketing or advertising budget? 你如何决定营销或广告预算 Percentage of price? 价格的某个百分比？ What I can afford? 我能负担多少？ More in good times, less in bad? 业绩好时预算高，业绩差时预算低？ Head office tell me? 总部作决定？ Hey, I feel rich today. Let ’ s spend 嘿，我今天觉得手头挺宽裕的，就花笔钱吧 Results are bad. Cut budgets 结果不好，削减预算

What’s your magic number? 你的神奇号码是什么？

Spiral of Prosperity 增值循环 New customer recruitment 吸收新客户 Growing Database 数据库壮大 New offers 新产品 Better targeting 更好地选择目标 Higher value per name 每人带来更大价值 New creative ideas 新创意 More profit 更多利润

Customer value should rule 客户价值决定一切 Your marketing investment should be based on what it costs to get and keep a customer. 你的营销投资应该建基于取得及维持一个客户所 需要的资金 Vary it according to the quality of customer. 根据不同客户特点，调整投资额

Customers are not created equal 客户不是天生平等的 10% of cognac drinkers account for 50% of consumption. 10% 的白兰地消费者占总消费量 50% 39% of cognac drinkers account for 44% of consumption. 39% 的白兰地消费者占总消费量 44% The remaining 51% account for only 6% of consumption. 剩下的 51% 只占总消费量 6% (These figures cover consumption of monitored brands only and include bar sales 以上数字仅涉及一些跟踪品牌的消费情况，其 中包括酒吧内销售 )

A customer who has bought, or spent a great deal of money should certainly be treated differently. 一个买了产品或者消费不少的客户理应得到特 别待遇。 But how often does this happen? 但这种情况的出现频率又怎样呢？

Who spends most? Who likes our brand? 谁花钱最多？ 谁喜欢我们的品牌？ Loyalty 忠诚度 Value 价值 High 高 Low 低

Today marketers confront 当前的营销人员面临着： 1.Cost and wage inflation. 成本和工资上涨 2.Media inflation and fragmentation 媒体成本上升和细分 3.Fiercer competition from parity products 同类产品激烈竞争 4.Smarter customers, with more choice, who expect better treatment 日趋精明的客户，他们有更多选择，也期待更好的服务 5.Clever, but fast-changing technology 日新月异的先进技术

“Keep a diary, honey – and one day it will keep you 亲爱的，坚持写日记 吧 — 有一天你会依靠它 的 ” - Mae West

The magic crossroads 神奇的十字路口 Where database meets creative 当数据库与创造力相遇时，会发生什么碰撞？ Because relevance is what matters 因为相关性至关重要 The database augments your intelligence 数据库可以补充你的智力 “What you know about your customer matters more than anything you know about your product” “ 你对客户的了解比对产品的了解更重要

Five Chief Benefits 五个主要好处 1)You can compare your prospects with your customers. 你可以比较潜在和现有客户 2) You can estimate the value of each type of prospect. 你可以估计每种类型的潜在客户的价值 3) You can set more accurate targets. 你可以制定更精确的目标 4) You can brief your creative people better. 你可以更好地向负责创意的人介绍 5) They can respond better to your needs. 他们可以更好地根据你的需要回应

Relevant knowledge 相关知识 Information alone is worthless. 单单信息本身一文不值 Knowledge may be priceless. 知识是无价的 It leads to the right idea. 它可以引出恰当的主意

Database information 数据库信息 What you know about people is critical but what you know about your relationship with them can be crucial. 你对客户的了解固然重要，但更关键的还是对于你们之间 关系的认识。

Look at people in two ways 两种方法看人 Firstly, what sort of individuals or firms are they: what are they interested in? 首先，他们是哪种人或者是哪类公司：他们对什么感兴趣？ Secondly, what sort of relationship have we had with them in the past? 其次，我们过去和他们是什么样的关系？

The creative challenge defined 对创意挑战下定义 A perfect advertisement is one of which the receiver can say: “This is for me, and for me alone.” 完美的广告就是，看完广告后的人会说： “ 这最适合我不过 了，简直是为我量身定制的。 ” Peter Drucker 彼得杜鲁克

What 4 questions did for Colonial Penn 对 Colonial Penn 保险公司的 4 个提问 One: "How long have you been with your present insurer?" 一： “ 你和目前的保险公司关系维持了多久？ ” Two: "How long since you last compared prices for your motor insurance?“ 二： “ 你多久没有比较汽车保险的价格了？ ” Three: "Who are you insured with?“ 三： “ 你在哪里投保？ ” Four: "Are you delighted, happy, or very unhappy with your present motorcar insurance?“ 四： “ 你对目前的汽车保险满意不满意？ ”

Sales improved by a factor of five. 销售增长五倍 Simple example of regression analysis. 回归分析的简单实例 What 4 questions did for Colonial Penn 对 Colonial Penn 保险公司的 4 个提问

Some possible openings 潜在机会 If you haven't compared prices lately, you could be in for a very pleasant surprise. You could save as much as … 如果你近期没有比较过价格，你可能会重大惊喜。你可以节约 多达 … If you‘ve been with the same insurance company for more than three years, you could be in for a very pleasant surprise. You could save as much as … 如果你在同一家保险公司投保超过三年，你也可能会有重大惊 喜。你可以节约多达 …

Some possible openings 潜在机会 If you‘re unhappy about the cost of car insurance, read on, you could be in for a very pleasant surprise. You could save as much as … 如果你对汽车保险价格不满意，你也可能会有重大惊喜。你可 以节约多达 … Did you know that some of the big insurance companies charge as much as 20% more than we do? 你是否知道一些大型保险公司的收费比我们昂贵 20 ％ ?

Segmenting by profession 按职业细分 For American Express, offering better financial management : 美国运通提供更完善的金融管理： 1.To doctors …+ 400% 医生 …+ 400% 2.To lawyers …+ 200% 律师 …+ 200% 3.To accountants …No uplift 会计师 … 不增加

Three priorities 三个要点 1) Are you gathering information wherever possible? 你有没有竭尽所能搜集信息？  Are you thinking about that information deeply enough? 你有没有深入思考这些信息？  Are you using it as well as possible? 你有没有尽可能充分使用这些信息？

“To a man with a hammer, everything looks like a nail.” “ 对于手持铁锤的人来 说，任何东西看起来 都好像钉子一样。 ” - Nietzsche 尼采

How many of you are concerned about DM’s effect on your brand? 你们当中有多少人关心 直复营销对你们品牌的影响？

Can you think of any great brands built with direct marketing? 你能想到通过直复营销建立的大品牌吗？

“Those who do not learn from history are doomed to repeat it 那些不以史为鉴的人必将 重蹈覆辙． ” - George Santayana

Direct messages and your brand 直接讯息和你的品牌 Direct messages may affect your brand more than others 直接讯息可以更多地影响你的品牌 : The way your people answer the phone or reply to queries may have more effect than your advertising. 人们接电话或回答问题的方式可能比打广告更有效 You would be surprised to see the impact direct mail can have - and how fast. 你可能意想不到直复邮件的影响效果有多大、多快 Just one postcard shifted perceptions of a brand of cigarette. 小小一张明信片就能改变人们对一种香烟品牌的总体印象 One mailing produced two sacks of complimentary letters. 一份邮件带来两袋子的表扬信

There is no line in your customers ’ minds 客户思维没界限 Don ’ t ignore brand values 切勿忽视品牌价值 It ’ s stupid to say one thing in ads and another in direct; have one look in one and a different one in another. 在广告中说一套，在直复营销中又说另一套，是很愚 蠢的做法。 But a creative approach that works in ordinary ads may not translate literally to direct. 但是，在普通广告中奏效的创意不一定可以照搬到直 复营销中 The underlying promise should, though – unless it ’ s wrong. Testing will discover that. 测试可以发现问题

Three questions always asked 人们常问的三个问题 1.Do the same things work in different countries? 同样的东西在不同国家都奏效吗 ? 2.Do people really read this stuff? 人们是否真的阅读这些东西？ 3.Does it work for business-to-business? 这在 B2B 环境否有效？

Do the same things work in different countries? 同样的东西在不同国家都有效吗 ? “Men’s natures are alike; it is their differences that drive them far apart.” “ 性相近也，习相远也。 ” - Confucius 孔子

Do people read it? 人们读不读这些资料？ It depends how interesting it is. 这取决于资料的内容有趣与否。 A “thank you” letter to bank customers over 60 was recalled by 92% after a month 60 岁以上的银行客户收到感谢信，其中 92% 在一个月后还 记得 Their use of the bank’s services increased dramatically in the following 6 months 在往后六个月里他们使用银行服务有显著增加

Different strokes for different folks 不同人的不同关注 Chairman 董事会主席  “Is it right for my firm?” “ 这对我公司来说合适吗？ ” Manager 经理  “Will it help things run better?” “ 这能帮助改善公司状况吗？ ” Financial Director 财务主管  “Is it value for money” “ 它在价格方面划算吗？ ” Marketing Head 营销总监  “Will it help the sales force?” “ 它能帮到我的销售团队吗？ ” Operations Manager 营运经理  “Is it reliable?” “ 是否可靠？ ” Operator 接线员  “Is it easy to use?” “ 使用方便吗？ ” They all buy for different reasons 他们基于不同原因购买产品

Three desiderata 三条当务之急 1)Respect your customer. 尊重你的客户 2) Stay close to your customer. 贴近你的客户 3) Use your imagination. 运用你的想像

Any questions? We’re here to help 如有什么疑问，我们可以协助 (44) (sadly, not free) （遗憾的是，通讯可不是免费的哦） (it’s free 免费 ) Answers to 278 common marketing questions plus lots of articles and case-histories. And you can register for my newsletter via . 其中回答了 278 个有关营销的常见问题，还有大量文章 和案例。你可以通过发送邮件进行注册，订阅新 闻简报 or