Course Background:
The important "campaign" of the whole industry and the whole year is about to be fully launched. Under the background of the "war epidemic", the macro environment, economic policies, customer habits, and competitive situation faced by the four major elements of the good start in 2023 are showing a more complex and changeable situation The key to this.
On the whole, the good start campaign in 2023 can be promoted around the overall idea of "four fulls and four fulls", use the core strategy of "grasping the four alls" to plan the overall rhythm, clarify the direction of work, and use the key actions of "doing fourfolds" to achieve the implementation of measures and ensure that the actions are in place. It is embodied in:
Good start management and control: grasp the target control and do in-depth process management.
Good start customer management: grasp all customers and expand key customer groups;
Good start event planning: grasp the festival planning, strengthen the key period;
Good start for full marketing: grasp all assets and focus on key products;
Course Objectives:
Understand: the current situation of peak season marketing and the development trend of the banking industry.
Understanding: In-depth understanding of the principles and processes of marketing strategy points for peak seasons.
Mastery: Flexibly grasp the design method of continuous innovation of the marketing model of the peak season.
Application: Draw inferences from one case and use the knowledge learned to continuously upgrade marketing skills in actual combat.
Usage: Flexible use of event planning, hall strategy, linkage marketing, stock digging and other skills.
Course Duration:2 days, 6 hours a day.
Course Target:Business Departments, Branch Directors, Account Managers, Tellers, Lobby Managers.
Course Method:Case studies, lectures, group discussions, and simulations.
Course outline
Lecture 1: Form: The Transformation of Bank Marketing in the Post-Epidemic Era
In-depth analysis from 10-4.The characteristics of the 0 version of the good start, the marketing measures of various banks and the changes in customer needs, summarize the marketing trends of banks during the "war epidemic" period, and clarify the direction.
First, the significance and positioning of peak season marketing
Heavy tasks, short cycles, and high pressure.
2. Analysis of pain points for a good start in 2023
1.Macro pains.
2.Market pains.
3.Marketing pains.
In-depth analysis:4.The characteristics and trends of the 0 version are off to a good start.
Third, the four keys to a good start and a breakthrough
1.Refined process management.
2.Precise business positioning.
3.Batch customer drainage.
4.Efficient product marketing.
Lecture 2: Management - Top-level control activates employee execution
As the leader of the outlet, the person in charge of the outlet is the leader of the team, and the key position that determines whether the marketing goals of the grassroots outlets are achieved during the good start. In many banks, it is precisely the lack of responsibilities of middle-level positions, which leads to a series of management pain points such as difficulty in achieving performance, difficulty in implementing plans, difficulty in promoting marketing, and difficulty in team communication. This chapter starts with the four management capabilities of the person in charge of the outlet: target management, meeting management, time management, and team management, and improves the overall management ability of the person in charge of the outlet.
OneObjective management with a clear direction of action
1.Imitate learning a set of goal sheets.
2.Operationally develop a goal breakdown.
3.Migration and optimization of a set of goals are implemented.
Second, the process of deepening the action of conference management
1.Feel a morning meeting.
2.Agree with some of the methods.
Comprehend a process
1) Morning and evening meeting.
2) Three patrols and two demonstrations.
3) Weekly and monthly meetings.
3. Time management to clarify the priorities of action
Classroom Interaction:Where did the time of the person in charge of the outlet go?
1.List of key tasks of the person in charge of the outlet.
Architecture for time management
First Quadrant: Alexandria.
Quadrant 2: Calm and calm.
Quadrant 3: Busy and blind.
Quadrant 4: Wasted lives.
Continue to review and win the workplace
1) Review today's work goals.
2) Evaluate the achievement of goals.
3) Analyze the reasons for not achieving the goal.
4) Summarize the rules of time management.
Tool Sharing:Efficient time management calendar.
Fourth, team management activates the willingness to act
Principle 1: The principle of fairness of incentives.
Case Study:How about this compliment?
Principle 2: The principle of moderation of incentives.
Principle 3: The principle of timely incentive.
Principle 4: Clear principles of incentives.
Classroom Interaction:What kind of incentives are suitable for your outlets?
Lecture 3: Business - Combined with business positioning to grasp the production capacity of the customer group
Grasping the source, doing batches, and picking nodes is the key to making the business bigger and strongerGroup marketing for key target customers of outlets is an important way of batch marketing. This chapter starts from the business positioning of outlets, accurately circles the key areas and customer groups, and at the same time locks in the three key customer groups of commerce (mobility), the elderly (stability), and returnees (new), carries out marketing design, and does a good job in batch marketing of customers, so as to effectively improve the efficiency and effectiveness of outlet marketing.
1. Clever layout: build a financial ecological map
1.Business positioning - three circles and six districts positioning.
2.Solid lines are meshed to divide key areas.
Second, the customer group grid arrangement
1.The product is combined with positioning packaging.
2.The product is packaged in combination with the customer group.
3.The product is combined with industry packaging.
Case 1:Combined with industry packaging: the activation of "mango loan" credit increased from 11% to more than 40%.
Case 2:The product is combined with the packaging of the customer group: "Hui saves money" A county branch added 4 in five months700 million.
Case 3:Combined with customer packaging: 4,000 new mobile banking accounts were added during the "Food Festival" event.
3. The business and trade customers operated by the three key customer groups of peak season marketing
The theory of six-dimensional space developed one-to-one
1) Graphic bulk marketing method.
Dismantling of the key steps of customer visits
Key Conversation Step 1: Break the ice through the interview and learn the basics.
Step 2 of the key conversation: Investigate the information and identify the pain points.
Key Conversation Step 3: Pain Point Mining Reveals Consequences.
Classroom clearance:Strangers visit merchants.
Dotted grid establishment: integration of resources of different industries (alliance marketing).
1) How to establish a marketing channel for bank alliances?
2) The value of the cross-industry alliance channel: everyone benefits.
3) The operation mode of the alliance of different industries: creating value.
Case Interpretation:The success of the cross-industry affiliate marketing model.
Case Study:The marketing idea of Jiangbei Building Materials City.
Embrace the enterprise to do wholesale (enterprise marketing).
1) Event design.
2) Product packaging.
3) Marketing placement.
4) Follow-up.
Case Study:How did this bank achieve a good start for business cards?
Fourth, the three key customer groups of peak season marketing, the elderly customer group
Five preferential services for elderly customers
1) The hall enjoys dignity.
2) Accumulate and share gifts.
3) Enjoy discounts on purchases.
4) Have fun with your activities.
5) Enjoy the quality of life.
Case Study:Happy Years Club.
There are three steps for the elderly to operate
1) Service system construction.
2) Whitelist marketing.
3) Establish a long-term maintenance mechanism.
5. Returning customers operating from the three key customer groups of peak season marketing
Case Study:Failed pit bound source cases.
1.Holiday marketing for returning customers.
Case Study:Pick up the God of Wealth.
2.Cause-related marketing.
Case Study:Send love home.
Case Study:A letter to my parents.
3.Five key people for marketing.
Lecture 4: Activities - Design of Explosive Point Activities in Key Time Periods
The festival is not only a carnival for the people, but also a great time for business marketing. Although the bank has a good start every year, it is impossible to escape the three mountains of "time, performance, and activity", which makes the branch staff smell "red". As a bank in the financial services industry, the comprehensive quality of employees is higher than that of the general service industry, and the fight is intelligence. In the era of continuous innovation, the same festival happens every year, and how to play new tricks and keep up with the trend requires more thought.
1. Network image packaging planning - atmosphere drainage
1.Frontage brought in.
2.Import to promote purchase.
3.The hall has an atmosphere.
4.The counter works wonders.
5.The VIP area shows its identity.
6.Self-service distinction missed.
2. Planning of festival theme activities - activity drainage
1.New Year's Day (January 1, 2023) - Praise New Year's Day and send talents.
2.Laba Festival (10 January 2023) – Drinking warm porridge to draw prizes.
3.Xiao New Year (January 25-26, 2023) - Write Spring Festival couplets to celebrate the Year of the Tiger.
4.Chinese New Year (February 1, 2023) – Get a red envelope for a year of good luck.
5.Valentine's Day (February 14, 2023) - You leave the truth, I shoot **.
6.Lantern Festival (February 15, 2023) – Raise your head to guess the lantern riddles and look back at winning gold jewelry.
7.February 2 (March 4, 2023) – The dragon raises its head, and I will cut your hair.
8.Goddess Day (March 8, 2023) - The heart knows how to manage money, and the hands are skillful with flowers and plants.
9.International Consumer Rights Day (March 15, 2023) - Rights and Interests "315", Learn Knowledge, Win Big Gifts.
Classroom Walkthrough:Festive event planning.
3. Online event planning - online drainage
One-to-one accurate customer acquisition
1) Look at the literate guest.
2) Pain point capture.
3) Link acquisition.
Targeted mass customer acquisition
1) Six key issues in the establishment of WeChat marketing groups.
2) Nine operation strategies of WeChat groups.
3) WeChat group online salon six steps.
Tool Sharing:The operation process of the online salon and the host's speech.
3.Circle of friends to get customers in batches.
Classroom clearance:Design online marketing campaigns.
Lecture 5: Skills - Improving the Marketing Skills of Front-line Employees
1. In-depth dismantling of key dialogues on the marketing of corporate loan products
Key Conversation Step 1: Break the ice through the interview and learn the basics.
Scenario Analysis:Why did this salesperson fail to break the ice?
1) 2 preparations before the visit.
2) 3 steps to introduce yourself.
3) 3 ways to build relationships.
Scenario Walkthrough:Visit Mr. Zhao of a company.
Step 2 of the key conversation: Investigate the information and identify the pain points.
1) 4 quick steps to get in and control of the conversation.
2) Small and micro enterprises to expand communication tools: funnel questioning method.
3) Expansion of the first chain of small and micro enterprises.
4) Personal customer development communication tools: nine-square grid questioning method.
Breakout Sessions:What are the customer's needs in the following conversations?How do account managers dig out the needs of customers?
Key Conversation Step 3: Pain Point Mining Reveals Consequences.
Case Study:What are Mrs. Wang's needs and pain points?
Think:How to rebel against Mr. Wang's deposit?
1) The 4 major Rubik's cubes of customer needs.
2) Pain point mining ideas: analyze the situation - guide the pain points - reveal the consequences.
3) How to design the pain point problem: the customer pain point ** model.
Tool Sharing:Pain point problem planning table.
Key Conversation Step 4: Develop a strategy to reinvent value
1) Analysis of product sales tools.
Tool 1:Financial Lifecycle Strategy Analysis.
Tool 2:Use of the S&P Household Assets Quadrant.
Tool 3:Inflation Rate Table.
Tool 4:Compound interest table.
2) The 1-3-6 rule of marketing discourse tools.
Speech sharing:Common product promotion words.
3) Objection handling: Swiss Army Knife Law.
Speech sharing:Common objection handling words.
Second, the accurate identification of customers in the hall is one of the two questions and three verifications
One look: age, clothing, type of business, speech and behavior
1) Customer value judgment: MAN rule.
Q2: The key principles of asking questions (stating the purpose, asking for permission).
1) How to ask questions: Praise and ask questions in detail.
2) Tentative questioning.
3) Targeted questioning.
4) The key question to ask when encountering customer rejection
5) Selective questioning.
3.3. Verification: Verify and judge through follow-up communication.
3. Marketing follow-up maintenance and follow-up
1.Refine customer profiles.
2.Insight into profiling information.
3.Customer Maintenance Activation.
Customer maintenance system:Key action charts (one day, one week, one quarter, one year).