富国银行多渠道整合营销案例.pptVIP

Case example in integrated direct marketing: Wells Fargo (bank) promotes treasury management services整合直复营销的案例：Wells Fargo（富国银行）提升金融管理服务 Wells Fargo’s objective was to promote the bank’s 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 and Treasurers to change their behavior. 说服当前客户的CFO（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顾及战略业务。  * Source: MarketingSherpa Step 1: Create benefit message第1步：创造有益信息 Using Wells Fargo customer research, they identified two significant concerns: 通过Wells Fargo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 financial management tasks that kept them from providing the strategic guidance their companies needed. 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战略指导。 Their inability to deliver on strategic direction for their company had them concerned about their 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。 Thus, key message focused on Wells Fargo’s reputation for advanced automation services and the remote deposit product’s ability to free CFOs and Treasurers from time-consuming, tedious tasks. 因此，信息主要强调Wells Fargo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CFO和财务人员从既浪费时间又繁琐的工作中解放出来。 * Step 2: Direct mail in 3 phases, coinciding with 3 emails第2步：直邮的3个阶段需要和3个email相对应 Mail every other week to existing customers. 每隔一周给现有消费者一封邮件 Progressed from softer, benefit-oriented message to a strong, product-focused message in the final mailing. 邮件中的信息由最初的柔性的、利益导向信息发展为明确的以产品为中心的信息。 Began with folded self-mailer, then 2 postcards. 第一封是折叠式邮简，然后是两个明信片 Signatory was VP of the customer’s regional bank. 签署人是客户所在地区银行的副总裁 Response vehicle was a PURL and an 800-number. 响应工具是固定的网络链接和80