牛尔XXXX直复与数字营销解决方案XXXX0216

1Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouLecastAdvertisingCo.,Ltd.Anyunauthorizeduseand/oranydisclosureisstrictlyprohibited.勒卡斯集团-淼云传媒Cosmetic2012年牛尔数字营销解决方案2Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouLecastAdvertisingCo.,Ltd.Anyunauthorizeduseand/oranydisclosureisstrictlyprohibited.2012年淼云将为牛尔提供一站式服务3Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouLecastAdvertisingCo.,Ltd.Anyunauthorizeduseand/oranydisclosureisstrictlyprohibited.目录Menu一．目标二．解决方案三．勒卡斯高端数字营销资源支持四．传播内容与排期、报价五．案例介绍六．勒卡斯集团介绍4Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouLecastAdvertisingCo.,Ltd.Anyunauthorizeduseand/oranydisclosureisstrictlyprohibited.一.目标5Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouLecastAdvertisingCo.,Ltd.Anyunauthorizeduseand/oranydisclosureisstrictlyprohibited.一.目标1.营销目标——内外部市场全面拓展A.精准锁定牛尔互联网潜客,可以将活动信息准确传达给线上潜客，做到线上集客，线下专柜参与活动并引导其进行消费B.挖掘牛尔现有客户资源潜力，提高优质会员注册量与老用户成交量2.传播目标——提高沟通质-量A.质-（沟通时间、沟通内容、沟通频率、沟通层次、）B.量-（广告达到率、点击率、注册率、）6Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouLecastAdvertisingCo.,Ltd.Anyunauthorizeduseand/oranydisclosureisstrictlyprohibited.二.解决方案7Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouLecastAdvertisingCo.,Ltd.Anyunauthorizeduseand/oranydisclosureisstrictlyprohibited.1.目标潜客锁定解决方案数据挖掘及建模名址+GIS+喜好+行为全名址半名址,无名址交易记录客户记录统计数据知识数据营销效果勒卡斯专注于提供高附加值、完整的数据和知识S4S2S3S1EDM3GDM4.3亿高密度低密度中密度0200040006000点击打开R3R6潜客招募计划ProspectRP8Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouLecastAdvertisingCo.,Ltd.Anyunauthorizeduseand/oranydisclosureisstrictlyprohibited.潜客培育及转化SalesLeadsConversion企业潜在数据库匹配方法论姓名电话邮箱地址[e-mail][e-mail]@qq.comadieE12347aefadsFbesjd基础细分特征细分行为细分打开点击注册姓名电话邮箱地址年龄性别收入……[e-mail]12347姓名电话邮箱地址[e-mail][e-mail]@qq.comadieE12347aefadsFbesjd×姓名电话邮箱地址[e-mail][e-mail]@qq.comadieE12347aefadsweweFbesjd无效数据更新数据安全SalesLeads数据增补数据去重数据清洗牛尔目标用户9Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouLecastAdvertisingCo.,Ltd.Anyunauthorizeduseand/oranydisclosureisstrictlyprohibited.产品试用产品咨询潜客培育及转化SalesLeadsConversion2.潜客来源分析解决方案预定产品手册活动报名积极线索网络微博渠道需求类别活动SNS进入数据整合专柜电话客服专柜网点10Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouLecastAdvertisingCo.,Ltd.Anyunauthorizeduseand/oranydisclosureisstrictlyprohibited.3.沟通策略解决方案ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.[Descriptionofthecontents]持续报道销售激励产品&新闻/EDM促销激励/EDM电子杂志/APP活动邀约线上产品推广邀约/EDM线下社区活动/EDM、DM销售活动信息试用装派发/EDM潜客招募计划ProspectRP11Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouLecastAdvertisingCo.,Ltd.Anyunauthorizeduseand/oranydisclosureisstrictlyprohibited.4.潜客招募模块化解决方案测试矩阵将保证每个营销活动最佳的数据列表、创意设计、奖励刺激的组合通过营销结果分析调整活动策略，不断提高活动的效率目标受众意向客户活动效果分析结果跟踪分析改进客户自主推广官网、专柜电话客服、800/400热线线上/线下活动等测试矩阵SMSEDM/DM发送改进无回应尝试其他途径/方案数据筛选策略媒介沟通策略活动创意策略奖励刺激潜客招募计划ProspectRP12Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouLecastAdvertisingCo.,Ltd.Anyunauthorizeduseand/oranydisclosureisstrictlyprohibited.重复购买计划RepurchasePlanningPlanabd5.老用户再购买/转介绍解决方案数据整合再购买/转介绍客群策略冷客户策略温客户策略热客户策略数据分类再购买/转介绍价值评估模型再购买/转介绍甄别数据来源改进机制是否购买是否冷客户：沉睡客户温客户：最近有浏览网站行为的客户热客户：最近有购买行为的客户13Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouLecastAdvertisingCo.,Ltd.Anyunauthorizeduseand/oranydisclosureisstrictlyprohibited.再次购买改进机制改进机制营销渠道优化：根据营销反馈，不断调整营销渠道，找到客户核实的沟通渠道调整打分权重：根据营销结果调整各权重打分分值，调整客户的热度区分甄别策略：通过效果反馈调整更适合再购买/转介绍的营销提议渠道优化模型优化策略优化重复购买计划RepurchasePlanning14Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouLecastAdvertisingCo.,Ltd.Anyunauthorizeduseand/oranydisclosureisstrictlyprohibited.三.勒卡斯高端数字营销资源支持15Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouLecastAdvertisingCo.,Ltd.Anyunauthorizeduseand/oranydisclosureisstrictlyprohibited.1.品客——3亿潜客管理平台16Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouLecastAdvertisingCo.,Ltd.Anyunauthorizeduseand/oranydisclosureisstrictlyprohibited.新媒体营销-品客•品客是什么？品客是依托勒卡斯集团3亿数据库资源建立起来的、最早、最大的潜客管理平台（第三方品牌粉丝俱乐部）。•我们有自己的官方粉丝俱乐部，在SNS、微博、博客上都有类似圈子，为什么还要在品客上建粉丝俱乐部？一个平台不可能覆盖所有用户，品牌需要在不同的平台上聚集、管理自己不同类型的潜在用户。有了新浪微博，还要有腾讯微博。品客首页17Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofLecastGroup.AtradingnameofHangzhouL