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NAJVEČJE NAPAKE PODJETNIKOV PRI UPORABI DIREKTNEGA MARKETINGA

15. 7. 2016

Učite se iz napak drugih!

Direktni marketing je lahko izjemno učinkovit, toda tudi pri njegovem izvajanju mnogi podjetniki delajo velike napake. Učite se iz njih!

1. NAPAKA: Izvajanje posameznih akcij namesto strateškega pristopa

Koliko me stane, če naredim akcijo za prodajo mojega izdelka s prodajnim pismom? In kakšen odziv lahko pričakujem?

Vprašanja, kot sta ti dve, so tipična za podjetnike, ki se s svojim poslom ukvarjajo le na taktični ravni. V resnici vam ta dva podatka ne bosta povedala ničesar, tudi če bi ju vedeli. Če se hočete resno ukvarjati z direktnim marketingom, si najprej postavite strategijo in jo nato izvajajte.

Prava vprašanja, ki bi si jih morali postavljati so:

  • Katera orodja bomo uporabili za pridobivanje novih kupcev?
  • Kako bomo z njimi komunicirali po pravem nakupu?
  • Katere so ključne informacije, ki jih hočemo izvedeti o kupcih in kako jih bomo zbrali?
  • Koliko dobička lahko pričakujem povprečno od kupca v roku petih let?
  • Kateri kupci so najbolj dobičkonosni za nas in kaj lahko storimo, da vzpodbudimo njihovo lojalnost?

2. NAPAKA: Ni vzdrževanja baze podatkov o kupcih

Urejena baza podatkov o kupcih je ključnega pomena za uspešnost vaših akcij direktnega marketinga. Če v njej nimate zgodovine nakupov in drugih ključnih podatkov, po katerih lahko razdelite kupce in jim prirejate ponudbe, bo šla večina vašega denarja v nič. Pri grajenju baze podatkov morajo sodelovati vsi zaposleni v podjetju in pri vsakem stiku s kupcem vanjo vpisati novo pridobljene podatke.

3. NAPAKA: Napačna postavitev prioritet

Poznam podjetnika, ki se je odločil za akcijo direktnega marketinga. V nekaj urah je sestavil ponudbo in jo napisal, nato pa se je dva  dni ukvarjal s tem, katere barve bo uporabil, kako bo pismo oblikovano in s podobnim.

Za uspeh v direktnem marketingu so nedvomno pomembne tudi barve in vrsta papirja, na katerega boste natisnili svojo ponudbo. Toda to, da posvečate tem stvarem 90% časa, ostalemu pa le 10% časa, je indikator, da ne veste, kateri so ključni faktorji uspeha pri direktnem marketingu. Lepo oblikovano pismo, ki je poslano napačnim ljudem in vsebuje slabo ponudbo, ne bo namreč doseglo ničesar.

Eno od ukoreninjenih pravil direktnega marketinga pravi, da za uspešno akcijo posvetite 40% časa izbiri ciljne skupine kupcev in medijev, skozi katere jo boste dosegli, nadaljnjih 40% časa posvetite pripravi ponudbe, 20% časa pa za vse druge vidike akcije.

4. NAPAKA: Slepa uporaba tehnologije

Nove tehnologije lahko podjetju ponudijo mnogo prednosti pred konkurenco. Toda le v primeru, da jih uporabite pametno. Tako je naprimer večina podjetij v Sloveniji in v svetu skočila v zrak ob prihodu interneta in postavila svoje spletne strani. Le malokdo pa se je vprašal, ali so te spletne stani sploh koristne za podjetje. Le malokdo je šel na internetu dlje do gole predstavitvene strani, ki je navadno le izguba časa in denarja.

Vsaka nova tehnologija vam lahko prinese velike koristi. Toda le v primeru, da veste, kako jo boste uporabili in da jo vključite v svojo marketinško strategijo. Internet tako podjetjem pri direktnem marketingu prinese predvsem koristi v smislu hitrejše in cenejše komunikacije s kupci. Namesto, da bi postavili svojo predstavitveno spletno stran, se vprašajte, kako bi lahko npr. zbrali naslove e-pošte svojih kupcev in komunicirali z njimi preko tega medija.

5. NAPAKA: Nerazumevanje koncepta doživljenske vrednosti kupca

Mnogo podjetnikov začne z direktnim marketingom, po nekaj akcijah pa obupajo. Poglavitni razlog za to je, da prve akcije (ki so bile navadno usmerjene v pridobivanje novih kupcev) niso prinesle želenega odziva.

Žal se ti podjetniki ne vprašajo, ali so se direktnega marketinga lotili na pravi način. Prva stvar, ki se je morate zavedati je, da direktni marketing lahko največje koristi prinese pri komunikaciji z obstoječimi kupci. Te namreč lahko dosežete s prirejenimi ponudbami na stroškovno učinkovit način. Pridobivanje novih kupcev pa je v vsakem primeru drag šport. Če se lotite pridobivanja novih kupcev s pomočjo direktnega marketinga, se morate zavedati, da vam bodo prve akcije navadno prinašale izgubo ali pa majhen dobiček. Pridobljeni kupci so tisti, ki so pri tem največ vredni. S tem, ko si boste izračunali, koliko vam ti kupci lahko prinesejo na dolgi rok, boste lahko ugotovili, da se vam je akcija zelo izplačala.

6. NAPAKA: Neuporaba testiranja in merjenja odziva na akcije

Kaj se vam zdi bolj privlačno:

  • Od vsake akcije direktnega marketinga, ki jo naredite, dobite 250 kupcev, ki vam prinesejo 10.000 € dobička.
  • Od vsake akcije direktnega marketinga, ki jo naredite, dobite 50 kupcev, ki vam prinesejo 500 € dobička.

Prva možnost se zdi kar precej bolj privlačna, ne? Žal pa brez testiranja svojih akcij direktnega marketinga ne boste nikoli odkrili, kakšen potencial imajo. Če vam trenutno vsakih 1000 pisem, ki jih pošljete, prinese 20 kupcev, se morate zavedati, da bi bila ta številka lahko precej drugačna, če bi spremenili ceno, ponudbo ali pa naslov pisma.

Testiranje ponudb vam bo omogočilo, da boste maksimirali svoj donos na investicijo v direktni marketing. S tem, ko boste ugotovili, katera cena, katera ponudba ali kateri format pisma vam prinaša največji odziv, bo vaš dobiček od akcij lahko več tudi za desetkrat.

7. NAPAKA: Priprava odzivnih oglasov ali prodajnih pisem brez naslova

Naslov je najpomembnejši element vseh vaših marketinških materialov. Od njega je najbolj odvisno, ali bodo prejemniki vaše materiale prebrali ali ne.

Avtor: Robert Rolih

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Author

  • Robert Rolih

    Robert Rolih je bestselling avtor knjige The Million Dollar Decision in evropski javni govorec leta 2015 po izboru Professional Speakers Academy iz Londona. Svoje prvo podjetje je ustanovil iz ničle v študentski sobi, ko je bil star 23 let. Nato je do statusa vodilnega podjetja v branži pripeljal dve blagovni znamki. V zadnjih letih je naredil preskok od predavatelja, omejenega na Slovenijo, do predavatelja, ki si na zahodnih trgih deli oder z največjimi predavateljskimi zvezdami sveta, kot so npr. Gary Vaynerchuk, Brian Tracy, Rian Diess, Robert G. Allen, Andy Harrington in drugi.

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Hitre zmage - brezplačni program

Izjemne tehnike, ki jih boste spoznali, vam bodo pomagale skokovito povečati učinkovitost marketinga in pridobiti več strank. Vsaka tehnika je predstavljena na eni strani in vsebuje tudi konkreten primer uporabe v podjetju. Avtorja programa sta mednarodni bestselling avtor Robert Rolih in podjetniška svetovalka Sara Brezigar.

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