Example of importing visual membership card into Taiwan cash drawer KTV
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In the mid-1990s, there were three major forces in the KTV market in Taiwan: Hollodi, Joyous Mobilization, and Qiangui. In these three systems, the Taiwanese cash drawer was the smallest and the weakest in capital. The operating characteristic of HOLDI is low price, and its main target customers are students. Happy Story KTV charges moderately, and through the introduction of all-night package singing, it is very popular among white-collar workers. Qiangui KTV takes the high-end route, and captures a large number of business people and celebrities through luxurious decoration and excellent sound quality.
In 2002, through a series of capital operations, Qiangui formed a rapid expansion, and at the same time formed a cooperation by replacing shares with Holland.
During this period, the cash drawer used a large number of high-tech. Among them, the visual card and management system played a key role. By using the visual card as the membership card of the cash drawer to issue, the cash drawer has a large amount of customer information.
The visual card is a window made of special materials embedded on the surface of the membership card. The window can display the cardholder’s consumption date, consumption amount, accumulated points, stored value balance, shopping mall promotions and other information, and continue to consume Update, let consumers know their own consumption situation and business promotion information at a glance. At the same time, it can use the card surface to carry out advertising dissemination, integrate commercial circulation, advertising media, and CRM customer relationship management, so that businesses can achieve the purpose of three-dimensional marketing.
Focusing on the visible membership card, Taiwan Money Cabinet has planned a “three kick” marketing strategy.
At the first step, the cash drawer used his “killer”-issuing a visual membership card. Through the card window, Taiwan Money Cabinet organized an interactive activity similar to “Super Girl Voice”, and launched a song ranking and song quiz activity. Soon after this move was played, young fashionistas in Taiwan heard the news. Even if it was not for consumption, many fans would come to the cash drawer to swipe their card once a day, in order to understand the latest information on the rankings and to win the prize. According to reports, when Taiwan’s moneybox rankings were hot, they had overwhelmed the click-through rate of the local official rankings, and even many entertainment companies took the initiative to sign contracts with the moneyboxes as a platform for launching newcomers.
In this way, in only half a year, the membership of Taiwan’s cash drawer has reached 200,000, and every kick of the cash drawer has begun to show its effect.
In the second step, the cash drawer aimed at the resources of the 200,000 members held in its hands, and pursued the victory, combined with the cash drawer magazines that have been launched, and sent the magazines to the members one-to-one through the member information data mastered by the visual CRM management system. In the hands of this direct investment magazine, the rankings and service information are integrated. As a result, local advertisements from all walks of life such as clothing, home appliances, food, home improvement, etc. were flooded in. At this time, Taiwan Money Cabinet was upgraded from a pure entertainment company to a multi-level media company.
After the second kick, after a lapse of six months, Qiangui launched Taiwan Qiangui to establish its own website. At this time, Taiwan Qiangui already has 400,000 members. Relying on such a large and stable customer resource advantage, the “points strategy” proposed by Qiangui when it first kicked out was further sublimated.
At this time, the Taiwan cash drawer has become a veritable department store repository. Thousands of products ranging from 10,000 yuan to 100,000 yuan are available for points members to choose and receive. While mobilizing members’ enthusiasm for consumption, it also mobilizes companies in various regions. , Enterprises, and merchants have taken the initiative to initiate a “red line” with Taiwan’s cash drawers. So far, Taiwan Cash Cabinet has not only realized the overall marketing mobilization in various regions and industries, but also realized a three-dimensional and interactive marketing model. It acquired Holland in 2002 and successfully went public in 2003.
Example of KTV import in Taiwan cash drawer
Technical support is needed to build customer loyalty
Li Zinai, director of the China Economic Research Center of Tsinghua University, believes that membership card promotion is one of the most commonly used and most effective marketing strategies. However, companies must understand the current market competition and adopt a series of innovative measures during the launch of new products and services. Promotional activities stimulate consumer demand and allow more consumers to enter the team trying to buy. Then, with the help of product features and high-quality services, word-of-mouth communication marketing is formed to achieve the tension of product sales in the later stage.
However, the entertainment, catering and other service industries have the characteristics of “stable and long-term” unemployment, which is a good unemployed advantage and also a marketing bottleneck. For some mid-range consumer products, after a successful sales promotion brought a climax of consumption, it is immediately followed by a bottom of market sales. So how to maintain a sustained and stable sales situation is a problem that companies have been eager to solve but are difficult to solve. The emergence of technologies such as visual rewrite cards (Windows IT cards) has solved this problem for merchants. Through technology such as Windows IT card (visual rewrite card) and its management system, it will open up the communication channel between merchants and customers, which will play a crucial role in building customer loyalty and realizing mutual marketing between merchants and merchants. Important role.
The cost of acquiring a new customer is often 10 times that of retaining an old customer, but every company needs to constantly inject fresh blood to ensure continued profit growth. Striving for new customers should not be the traditional way of wantonly promotion that blindly distributes promotional materials on the street and does not have a marketing plan. Aiming at the target audience, truly and effectively expand the influence is the best strategy. Successful marketing can stimulate the continuous consumption of old customers. This can not only bring 80% of the basic income to the company, but also ensure that it brings in new customers. This requires businesses to conduct important analysis on the relationship management of old customers.
In the promotion, the store should play two cards, one is to convey to consumers that the accumulated consumption can also be repaid, to play the “repaying” card; the other is to fulfill the promise and play the “integrity” card.
In the final analysis, the vitality of promotion comes from honesty, and honesty requires the guarantee of technical visualization rather than verbal empty checks. In addition to regulating relevant laws and improving professional ethics, the establishment of an honest consumption mechanism should also be achieved through technological innovation.
The entertainment crocodile cash drawer has played two cards through the window card technology, which has captured the hearts of millions of consumers. It also achieved its dream of going public.
Customer Name Taiwan Money Cabinet KTV
Import time May 7, 2001
Imported quantity All Taiwanese cash drawer KTV chain stores simultaneously launched 150,000 cards
The name of the card kiss diamond card
Use content
1. The “Ask Diamond Card” campaign started in May. Anyone who arrives at the cashbox within one month of the event will receive a VIP coupon for each box. You can apply for a “Quest Diamond Card” for free with the coupon. Sponsor will charge 50 yuan for the cost of each piece.
2. Anyone who holds the “Ask Diamond Card” can hold the same day’s consumption invoice within a limited time, and convert the consumption amount into valid points. 300 yuan can be converted into one point.
3. Consumption is limited: Sunday 20:00 to Friday 20:00 (except for fixed holidays).
4. You can go to the lobby to complete the point accumulation procedure with the consumption receipt and the “ask diamond card”.
5. In addition to diamonds, there are more trendy and popular limited edition products for redemption.
Event planning
1. Held a diamond event “Sing to your heart’s content and kiss the diamonds easily”
2. Play the “integrity card” and establish the image of the cashbox
3. Hold a press conference
4. Joint activities with mobile phones and cars
Effect
Qiangui KTV held a diamond event, attracting 120,000 people to buy kiss diamond cards within one month, striving for the opportunity to obtain a one-carat diamond.
Store evaluation
1. Sales increase by 17%
2. Fast recovery of input costs
3. Complete recovery of 6,000,000 Taiwan dollars in one month, or 240,000 RMB
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