富国银行多渠道整合营销案例.ppt
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1、Case example in integrated direct marketing:Wells Case example in integrated direct marketing:Wells Fargo(bank)promotes treasury management servicesFargo(bank)promotes treasury management services整合直复营销的案例:整合直复营销的案例:Wells FargoWells Fargo(富国银行)提升金融管理服务(富国银行)提升金融管理服务Wells Fargos objective was to prom
2、ote the banks remote deposit service-an online program that lets businesses scan and deposit checks from their offices,rather than taking them to a bank.Wells Fargo的目标是提升银行远程存款服务,这项在线系统允许企业在自的目标是提升银行远程存款服务,这项在线系统允许企业在自己的办公室查询并存款而不必去银行办理这些业务。己的办公室查询并存款而不必去银行办理这些业务。To convince current customers CFOs a
3、nd Treasurers to change their behavior.说服当前客户的说服当前客户的CFO(财务总监)和财务人员改变他们的行为。(财务总监)和财务人员改变他们的行为。Campaign focused on their customers major pain point:how tedious day-to-day tasks divert them from focusing on strategic business issues.这个营销活动关注于客户的主要问题:日复一日的繁琐工作使得他们无暇这个营销活动关注于客户的主要问题:日复一日的繁琐工作使得他们无暇顾及战略业
4、务。顾及战略业务。1Source:MarketingSherpaStep 1:Create benefit messageStep 1:Create benefit message第第1 1步:创造有益信息步:创造有益信息Using Wells Fargo customer research,they identified two significant concerns:通过通过Wells Fargo的客户调查,他们发现了两个重要问题:的客户调查,他们发现了两个重要问题:CFOs and Treasurers were overburdened with day-to-day financi
5、al management tasks that kept them from providing the strategic guidance their companies needed.企业的企业的CFO(财务总监)和财务人员对日复一日的财务管理工作不堪重负,因为这使得他们无法提供企业需要的(财务总监)和财务人员对日复一日的财务管理工作不堪重负,因为这使得他们无法提供企业需要的战略指导。战略指导。Their inability to deliver on strategic direction for their company had them concerned about thei
6、r job security.由于不能为公司提供战略指导,他们很担心他们会丢掉现在的职位。由于不能为公司提供战略指导,他们很担心他们会丢掉现在的职位。Thus,key message focused on Wells Fargos reputation for advanced automation services and the remote deposit products ability to free CFOs and Treasurers from time-consuming,tedious tasks.因此,信息主要强调因此,信息主要强调Wells Fargo在先进的自动化服务
7、和提供远程存款在先进的自动化服务和提供远程存款产品能力方面享有盛誉,而这将把企业产品能力方面享有盛誉,而这将把企业CFO和财务人员从既浪费时间和财务人员从既浪费时间又繁琐的工作中解放出来。又繁琐的工作中解放出来。2 Step 2:Direct mail in 3 phases,Step 2:Direct mail in 3 phases,coinciding with 3 emailscoinciding with 3 emails第第2 2步:直邮的步:直邮的3 3个阶段需要和个阶段需要和3 3个个emailemail相对应相对应Mail every other week to existi
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