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      經典營銷方法案例(十一)

      更新日期:2017-03-13 12:16:20 浏览量: 來源:中國軟瓷網 軟瓷

      無論是在國外還是國內,很多成功的創業公司最早獲得用戶的方法看起來都是那麽的“笨”。這些“笨”的方法一般只在獲得種子用戶的最初期那個階段進行,它們沒法大規模地去推行,它們看起來很慢、吃力、勞神傷財...這些事情看起來很“笨”,可它們卻把一個公司從0變到了1。沒有這最早的0到1,就不可能有後來的1到10,10到100。hmj軟瓷,軟瓷砖,軟瓷价格,軟瓷品牌,軟瓷厂家,軟瓷行情 — 中国軟瓷网
      QQ图片20170313120737.png hmj軟瓷,軟瓷砖,軟瓷价格,軟瓷品牌,軟瓷厂家,軟瓷行情 — 中国軟瓷网
      案例:原麥山丘hmj軟瓷,軟瓷砖,軟瓷价格,軟瓷品牌,軟瓷厂家,軟瓷行情 — 中国軟瓷网
      在每一個門店周邊的寫字樓裏辦試吃會hmj軟瓷,軟瓷砖,軟瓷价格,軟瓷品牌,軟瓷厂家,軟瓷行情 — 中国軟瓷网
      原麥山丘在開第一家店之前就足足憋了一年兩個月,但是開店的第一個小時就知道這個事情做成了。hmj軟瓷,軟瓷砖,軟瓷价格,軟瓷品牌,軟瓷厂家,軟瓷行情 — 中国軟瓷网
      原麥山丘賣的面包大小是其它面包店的五到十倍,這其實不是簡單的把面團弄大塊一點,而是面包的一個新品類——軟歐包,外表是歐式面包那樣的粗犷樸實,裏面卻又是軟韌有嚼頭。開店之前他們很擔心顧客沒法接受這樣大個頭的軟歐包。于是他們在開店之前就把門店周邊的每一個寫字樓的每一家公司都掃了一遍,在各個公司裏辦免費的試吃會,店還沒有開就有很多顧客期待已久。hmj軟瓷,軟瓷砖,軟瓷价格,軟瓷品牌,軟瓷厂家,軟瓷行情 — 中国軟瓷网
      開店之前的三個月創始團隊都在等門店開門,都閑得心慌。創始人說,只要是有人聚在一起的活動,不管是20人還是200人,我們都去辦試吃!于是任何美食活動、台灣相關的活動、美食新書的發表會,他們都去免費送面包。雖然吃過的人都說面包好,但是覺得好和願意掏錢買還是兩回事。直到第一家店開的那天,第一個小時店裏就排起了長隊,創始人才噓了一口氣,知道這事辦成了。尚都SOHO開店兩個月後就登上大衆點評北京十萬家餐廳第一名和甜品類第一名。hmj軟瓷,軟瓷砖,軟瓷价格,軟瓷品牌,軟瓷厂家,軟瓷行情 — 中国軟瓷网
      原麥山丘很自信,任何人只要吃過一次自己的面包就會想吃第二次,所以在店裏提供了免費的試吃。但是店長對試吃不太樂意,因爲任何一個面包只要試吃掉了,都會造成他業績的降低。爲了讓店內能提供大分量的豐富的面包試吃,顧客不會遭到店長和店員的白眼,原麥山丘給每個門店都設有試吃的KPI,每個店當周營收的2%就是下周的試吃的KPI。很多顧客甚至都抱怨,試吃能不能不要切這麽大啊,這麽慷慨幹嘛,來店裏吃幾塊試吃都已經吃飽了。甚至還有一些顧客自己倒上一杯檸檬水,拿幾塊試吃面包坐在木桌邊當午餐白吃,吃完就走,也沒有人會趕他。hmj軟瓷,軟瓷砖,軟瓷价格,軟瓷品牌,軟瓷厂家,軟瓷行情 — 中国軟瓷网
      軟歐包的個頭比較大,而大部分中國人的家中沒有吃這種大面包的面包板和面包刀,原麥山丘就給每個顧客提供面包分切的服務,讓顧客體驗優質的台灣服務。他們增添了專門分切面包的服務員,讓顧客可以選擇把面包切成兩塊到五塊。另外,他們還不厭其煩地叮囑顧客如何保存面包,也制作了小貼士卡片,告訴顧客不要把面包放入它們最容易老化的冷藏室,而是放入冷凍室,之後拿出在室溫下解凍或放入烤箱以及微波爐裏加溫。hmj軟瓷,軟瓷砖,軟瓷价格,軟瓷品牌,軟瓷厂家,軟瓷行情 — 中国軟瓷网
      正是因爲這些笨的方法超出了顧客的期待,中關村和尚都SOHO兩個店的月流水都超過一百萬,達到了烘焙店平均流水的三四倍。hmj軟瓷,軟瓷砖,軟瓷价格,軟瓷品牌,軟瓷厂家,軟瓷行情 — 中国軟瓷网

      hmj軟瓷,軟瓷砖,軟瓷价格,軟瓷品牌,軟瓷厂家,軟瓷行情 — 中国軟瓷网
       hmj軟瓷,軟瓷砖,軟瓷价格,軟瓷品牌,軟瓷厂家,軟瓷行情 — 中国軟瓷网

       

       

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