1.1369 "magic rule" that is, the core of the refined management, clarify the main responsibilities of the three levels of the headquarters organs, jurisdictional branches and business outlets, and make efforts in six aspects of the promotion of hall activities, out-of-hall marketing, intelligent hall, sub-post management of the household, clearance training, and cooperation with other industries, to create nine The bank has made efforts in six areas, including lobby activities, smart lobby management, pass training, and different industry cooperation, to create nine lobby marketing benchmark banks and realize bank-wide replication and promotion.
2. A marketing campaign, from planning to implementation to subsequent summarization and maintenance, requires rigorous thinking. I have long been in the front line of marketing activities, found a phenomenon, a lot of marketing activities are "in order to engage in activities and activities", and does not have a systematic thinking, there is no corresponding program. In the end, what is done is what, so the result is certainly not satisfactory.
3, the idea is the most difficult, there are innovative marketing activities, must be the need for rich marketing experience and creative marketing attempts. For example, every bank is doing a campaign called "Little Banker" during the summer. Many banks follow blindly, learn from the surface without studying the inside, invite a few children to come over to make a fuss, open a few passbooks and a few cards, and then there is no result.
1. Case introduction:
a, Bank A is a local bank, they invited 20 children, the two-month "Little Banker - Star Lobby Manager" activities. The object of the activity: they invited 6 to 8 years old children (usually in the first or second grade of elementary school), and each child's academic performance in the class is almost always in the top three. Activities: The bank assigns these children to various outlets, arranges one day a week for them to work in the lobby, scores and selects them according to their work, and after two months, finally selects a star lobby manager. The children are required to do some marketing product referrals in addition to the appropriate services in their work.
b, the idea analysis: seemingly simple rules of the activity, but not just a comparison between the children's ability, but also between parents. In the class at the top of the children, in school about academic performance must be highly competitive, to the social practice, more inevitably you catch up with me. At first the kids are happy to recommend a few cards and make a few financial referrals. But when it comes to scoring for the month, the problem arises: some of the kids are clearly doing better, while others are "underperforming". These children who are not doing well naturally do not want to lose, but what can they do? So their parents, relying on social resources, for their children "help". Grandparents, in particular, do not want their grandchildren to lag behind others. For the adults, it's just a matter of moving the money from the savings and opening a few credit cards that don't cost anything. In the end, two months passed and Bank A managed to add 200 million new deposits.
c, the kid who was elected star lobby manager, her grandmother took all her square dance partners and brought them to that branch to deposit money. Just because her granddaughter in the class study is the second, social practice activities, must not lose the first in the class. 2 more than 100 million deposits of the output, according to the reason requires a huge investment, however, this marketing activities of the investment is very little, do not need to prepare what gifts, and do not need to be how professional marketing team door-to-door marketing, and even do not need to go to find what the key people.