Industry: medical services
Scale: small and medium-sized enterprises (10-20 people)
The power of integrated marketing
LeoSong, Marketing Director of bogart Medical Beauty Center, has been looking for solutions suitable for precision marketing. As an Australian-owned medical beauty institution, bogart has been operating in Shanghai and Beijing for three years, with thousands of customers, 70% of whom are foreigners. 60% of customers registered their email addresses. Leo's challenge is: how to keep regular communication with customers? How to make existing customers generate higher value? How to make full use of new media in the internet boom?
When Talat first gave a demonstration in Leo's office, these questions gradually got clear answers. With the help of Tarate, the project was prepared several times according to the requirements of integrated marketing.
1. Import the data of existing customers of Tarate website and establish two customer groups classified by language; In addition, the potential customer data obtained through exhibitions and cooperative companies are also imported and compiled into another customer group. Be able to send e-mails and text messages to these customer groups. 2. Redesign the website, add a button to subscribe to the newsletter in a prominent position on the page, and the subscribed data will directly enter the Tarate website. 3. Combine the analysis in Googleadwords with the edm in Tarate, and track the results of visiting the website after sending.
4. Make use of the company's existing domain name to establish an email system based on googleapps, so that all customer service personnel can manage the same customer service mailbox in IMAP mode for free and quickly.
Several projects that have been promoted have integrated related technologies, showing a linkage effect. 1. Establish a monthly newsletter, and use the email template provided by Tarate to quickly reach the email addresses of existing customers, including holiday greetings, new therapy recommendations, health and beauty tips, etc. , and you can enter the company website with one click. Newsletters are printed in a certain number at the same time and sent to customers who come to the store, as well as partners and some clubs. 2. Establish a monthly promotion of potential customers and send it to the list of potential customers, which can be filtered according to gender and age. This kind of mail is short and pithy. 3. Hold public lectures and other activities, embed the registration form in the mail, and the partner will forward it to his own customers (such as club members and beauty salon members). Thanks to the rapid spread of the internet, I have contacted a large number of potential customers in a short time. After filling in the registration information and sending it in the mail, it can be sent directly to the activity website of tarate, which can be queried in real time in the background and confirmed again before the activity.
4. For an Internet active group-college students' holiday preferential activities, the preferential news published in relevant forums links to the exclusive page of the activities. You must register online to participate in preferential activities, and the consultation is answered by professional customer service through QQ group. In this way, with the support of relevant technologies, it is convenient to count the feedback from major universities, accumulate data for similar activities in the future, and obtain a large number of potential customer data.
As a result, the number of views on the website has increased significantly, and customers can unsubscribe while receiving information regularly. Because offline activities are combined with online technology, it is more efficient and can attract the attention of active people on the network. The effect of each advertisement is measured by Googleanalytic, which is more transparent and easy to adjust the pace of delivery. Paying attention to the Internet while advertising in traditional media is a challenge that every modern marketing manager must face. Finding a partner like Tarate solved the technical problem. As long as we have the right market segment, products and services suitable for this market segment, and adopt the right mode of communication, we can stay ahead of our peers in this trend and achieve good results with less cost in the economic winter.