I signed up for an industry conference last year. Although I didn’t go for personal reasons, the information was reported. I am very surprised that since then, my mobile phone has received a lot of short messages, almost all of them are sent by the Internet, nothing more than what is the special offer, what kind of quality service and the like. Mobile phone text messaging has been accepted as a convenient means of communication, and then developed into a way of information transmission, it began to change. I admire the business spirit of these travel agencies, but I am really tired of saying something bad. More than 28 days were received, of which the same content was sent by the same travel agency five times. What I don’t understand is that there are some ground-based content that is directed at the Chengdu market, but it’s sent to me. I basically didn’t look at it and deleted it. One of my peers is more troublesome than me. Her mobile phone can only store 30 short messages. If it is not deleted in time, the other ones will not be accepted. Once she forgot to delete these advertisements, the information that caused a complaint sent to her by a guest in Kunming was not received. After the guest came back, the processing was too late.

What we must admit is that the mobile phone is a relatively straightforward information receiving terminal. It has advantages that other devices do not have, especially as a communication tool, which is more direct than any other method. From the perspective of marketing promotion, there are two kinds of information dissemination. One is to push, and the information provider rigidly pushes information to the audience, such as TV commercials and newspaper advertisements. Anyway, whether you love or not, it is still coming. The other is pull, that is, the information audience actively asks the information provider to provide certain specific information, such as 114, we call 114 to ask for a phone number. As a traditional way, it still dominates information dissemination, especially in traditional media. There is a theorem in advertising, and any merchant knows that most of his ads are wasted, but he doesn't know where to waste. The waste rate of the push method is extremely high, but if the launch is in traditional media such as newspapers and televisions, it is generally not objectionable. It should be that the audience first “booked” the newspaper or “selected” this. TV station, while at the same time. This media has information that other audiences are interested in, such as news, or TV shows, so it is still acceptable.

The use of short messages to post advertisements is very different. Strictly speaking, I receive these short messages and I can complain to China Mobile. Because I am the owner of the mobile phone, I paid the money to China Mobile, and I did not authorize China Mobile to stuff these things to me. It is not the same as reading a newspaper. Second, this kind of information does cause trouble to the audience, and even harassment (I use Microsoft's smart phone. When I was about to make an emergency call, this kind of text message came, causing the phone to crash. ). If a marketing method gives customers a feeling of harassment, it must be a failure.

However, mobile phone short messages do have many advantages, such as direct access to the terminal, forced user reading, low cost, easy operation, etc. To some extent, it is an excellent marketing tool, then the question is how to use it. It is. First of all, technically speaking, we are not operators. We can't do it (there is a business called SMS URL and corporate business card, which has a part of the pull function), or can only do "push", how to push? We believe that personalization is a way. Personalization means that you have to know what the customer wants and then what you give him. Rather than aimless mass. (Community is a sin, this is what my friend said, hehe)

It has been a matter of years since mobile phone text messages began to be used on a large scale. Before 2003, I started to try mobile phone text messages, this is very good, but I got a fingerache, so in the Spring Festival of 2003, I used SMS to send the group (the company already had this system), it was very convenient, and it also reflected the strength of the company. (There were not many companies that could have ports for mobile mass distribution at the time). But later, many people in the Spring Festival celebrated their New Year's greetings and lost their taste in the New Year. Instead, they made a lot of money for the mobile company. That kind of short message is really difficult to connect with such a strong emotion of "Year of the New Year", and when many people send it, they don't attach who he is. We even thank everyone for this strange phone number. do not know. So in the Spring Festival of 2006, I gave up the short message and thanked me for calling. What surprised me was that I spent three days calling and pulling back more than 20 customers who were almost lost (later they said, I really didn't think, you will give us a New Year), when others are sending messages in bulk. At the time, my phone call was very impressive. But there have also been some problems. I hit the past, a customer in Australia, wasting people international long distance, one is skiing. Also, some customers who have not been in contact for too long, can't think of who you are, and everyone is embarrassed. So this year's Spring Festival, I changed it again, or use short messages, but not mass. Thanks to me for using a handheld computer with a mobile phone function that allows me to copy and paste and modify. It took another three days. I sent a short message to Zhang, who is on the move: "Hello, Mr. Zhang, I wish you a happy new year! Thank you for your support and love for the Youth Hostel." To a friend Send a short message: "Hello Wang, Chen Yongjia wish you a happy new year! When will we get back to the gimmicks?" For the customer, I try to use more formal statements, but I must let him know that this information is special. Write to him, let him know who I am (even the name of the unit is reported), and for friends, you can feel free, but almost every message, with some personal content. Also, I sent it with my mobile phone number, they can reply, or they can call. This work is very tiring, but the effect is very obvious, so I received a lot of thanks, including some customers who almost forgot each other. This year's Spring Festival, my bookings soared because of this. And, the short message is different from the phone, it can give people time to buffer, slowly recalling you from your information content.

Talking about this example, it is a surprise to prove one thing, personalized. In marketing, we have a way called “database marketing”. To personalize short messages, we must first have a database of customer data, and then classify these customers according to various indicators, such as by region. Then, when you pick up the offer, you will be more targeted. Compared with the one that I received a “three-day and two-night quotation for Beijing”, if I received such a content “for the Shantou market, Beijing routinely received six days and five nights. ", I will be interested in this information. There are many indicators for the customer's classification, but it is necessary to investigate that a certain category of customers is more likely to be interested in a certain type of information according to the specific situation of your information and the specific circumstances of the customer, and then send it. In addition, feedback from certain categories of customers must be carefully studied and continually adjusted. One feeling for the customer is that this information is specially designed for you, and I believe that it is what you need. Therefore, the organization of the content is very important. Many people asked on MSN: "Do you have a group coming to Beijing?" I honestly said "Yes", then he said, "Can the group coming to Beijing pick us up?" To be honest, I am really Can't answer. If I say good, it is irresponsible to the company. I don't know about you. Is it possible to give you a group? If I can't say it, it's really not polite. In the short message, if "the society receives the strength of the East China team, the East China six-day tour picks up the price × × yuan", I really feel a little bragging. On the contrary, I received a message that "When the village cadres in Shantou were re-elected in April, we specially prepared three routes suitable for Shantou farmers to travel collectively, please contact us" and I feel very good. We are doing a group, using short message marketing to do it is more convenient. In the database, we send some high-end quality groups based on many indicators, such as giving customers with better economic strength, sending some surrounding day trips to some factory owners, and sending summer camp information to parents with school-age children. The wedding photo client sends the newlywed honeymoon tour information. The sorting of these data is very important. There are many ways, such as the customer information that we come back to handle, you have to fill in the economic situation (you are in the family, you can judge it), whether there are children, and other Industry cooperation, such as cooperation with wedding photo studios, getting married customers, and so on. In short, a complete customer database is the foundation of personalized service.

Any high-tech is just a tool. You can cut down a big tree with an axe, and sometimes use a chainsaw to saw your hand. How to use short messages to improve the image of the company and carry out strong marketing. I think every travel manager should seriously study and consider it, instead of collecting a lot of mobile phone numbers, and then sending out all the buttons. Everything is fine. In this way, you can only damage your company's image, make customers feel resentful, and make fool money for mobile.

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September 17, 2018