Leon 的个人资料Leon's world照片日志列表 工具 帮助
7月24日

好久没读到这样的好文章-转:做乞丐,你行吗?


做乞丐,你行吗?


作者:王亮

周末,参加了一次关于执行力的培训,一个观点就是:“我才是一切问题的根源。要学会放弃自我,放弃无端的压力才会看清现状、理清思路。同时,对于自己,一定要放开,唯有摒弃自己,放弃自己,才能有所为。”

中午休息的时候,老师给公司中层以上领导布置了一项任务:大家要走出酒店,到大街上向陌生人讨要几样东西:一个苹果、一顿免费的午餐和10元现金。大家可以根据自己的情况选择一样,下午上课的时候要述说过程和体会。笔者仔细分析了这三样,作为一个营销管理者,自然要选择最难的一项任务:讨要10元钱现金。

1 确定目标,有效分解

说实话,七月份的北方,中午还是相当热的。从酒店出来,看着街上并不多的行人,笔者一时间竟然有些茫然。静下心来仔细想想,现在需要落实的是:怎么要?跟谁要?如何要?这些问题。

笔者开始盘算:就目前来看,在郑州这个经济实力并不发达的城市,突然出现在街头向别人讨要10元钱,成功的几率可能性几乎没有。为了验证这个想法,笔者迟疑了很久后鼓足勇气走向了一对母女。在向她们说明了我的来意之后,母女俩只是看了我一眼,几乎没有任何表达就快步离开了。那一刻,笔者突然觉得有些不知所措,感觉受到了很大的冲击。

笔者走到一个树荫下,开始了全面的盘算,也抚慰一下受到打击的心:一个陌生人,突然出现在别人的面前,说一些不着边际的理由,就想要人家10元钱,真有点不可思议。就是可以想到非常有效的理由,一下子要10元钱,在中午这个时间,在郑州这样一个经济不太发达的城市,恐怕得很长时间才能完成。该怎么办?笔者脑海中闪过前一阵子笔者写文章分析的街头乞丐的营销哲学,眼前一亮:如果一个10元钱不好要到,那么101元钱应该是容易要到的,只要可以找到一个有说服力的理由。看似难得让人发狂的任务,一瞬间简单而清晰起来。

【启示】

其实我们做营销,就是一个明确目标、有效分解目标的过程。

对公司而言,每年制定的销售目标,我们要很清楚:完成这样目标的要素在哪里?怎样有效的将这样一个任务分解到不同区域、不同人员、不同产品上,并且这样的任务分解是否符合实际情况?任何偏差和不切实际的分解,都会对整个公司的运营产生相当大的阻力。

就个人而言,公司下达的每个月的市场开发任务,我们一定要清楚这个总任务里面包含的几大项:固定的销量、可以提升的销量和潜在销量。从最有把握做切入点,把看似困难的问题简单化分解,往往可以事半功倍!

2 找一个有吸引力的卖点

目标确定了,理论上讲只要找到10个人,每个人要1元钱,笔者就可以完成教授布置的乞讨任务。可是,该用什么理由来说服要钱的对象呢?笔者的第一反应就是:中午坐车,钱包和手机被偷了,没钱回家,希望可以借1元钱回去。

打定主意,笔者走向了路边一个小商品店。一个30多岁的店老板看见一个穿着还算讲究,看着有一定气派的人走来,以为生意上门,笑呵呵的迎了上来。可是,当笔者说完理由之后,他笑了:伙计,你觉得我相信你吗?有什么不方便的说出来,这个理由啊,我一年要听到不下10遍……

还算客气的和店老板说明了事情的前因后果,他又笑了:你们这些人,吃饱了撑的。放着好好的领导不干,出来找刺激!看来笔者的这个理由还得我又经受了一次形象打击,不用心啊。

出了小商店,恰遇另一酒店门口有一个婚宴。于是,另外一个想法立刻浮现在脑海:我要结婚了,想找10个陌生人讨要101元的硬币,寓意是祝福我俩十全十美。纸币和超过1元的面值的都不要,这样才心诚。想法一出,笔者居然有点得意。这个理由,再加上笔者这身得体还算有气派的装扮,应该可信度提高很多!(以后的事实证明,这确实一个很好的理由,打动了很多善良的人!)

【启示】

我们常常可以看见很多产品,在对外传播卖点的时候往往是夸大其词,不知所云;或者干脆为了寻找所谓的差异化、特色化和定位,提炼一些莫名其妙的的卖点。咋一看挺唬人,仔细一琢磨,没任何实际意义。试想,让消费者觉得莫名其妙的的东西,他们会慷慨的解囊吗?

其实卖点的提炼,要立足消费者对产品的需求和产品本身实际出发,在满足客户需求的前提下,结合市场现有产品,将消费者的兴趣点和企业产品的特殊点结合起来,才会引起消费者的共鸣,获得成功!

3 确定目标对象,策略要得当

有了目标,有了合适的理由,笔者距离成功讨到10元钱近了很多。那么该找谁要呢?笔者在此琢磨了确定理由的几个信息点:“爱情、结婚、祝福、浪漫、真心、专注、专一”这么几个词。那么,这几个词语用在哪些人身上更合适呢?大致有以下几类人:

恋爱中的小情侣

结婚时间不长的小夫妻

对爱情和婚姻充满向往的少女(玩世不恭的那类除外)

慈祥、善良的老大妈

打 定了主意,笔者走向街边打着伞散步的一对情侣。笔者的突然出现,让他们很警惕的打量着笔者,等到笔者将理由和盘托出的时候,明显的看出女孩子很惊讶。然后 笔者马上跟进:我就在附近写字楼上班,你看我也不像要饭的,我这样做只是给自己的婚姻留下一个美好的回忆,给未来的爱人一个惊喜!我这里有纸和笔,请您在 祝福我的时候,留下你最真的祝福语言。就这样,笔者成功得到了10元乞讨目标的1/101枚寓意很深的1元硬币。走的时候,还隐约听见女孩和男孩在说:你看人家,多让人感动,你能这样做吗?……

就这样,同样的理由,在公交站牌处找了11个人,要得6个一元的硬币。在麦当劳附近找了7个人要得31元的硬币,总共找了19个人要得10个一元的硬币,圆满完成老师交给的任务。

【启示】

我 们做营销,往往喜欢“眉毛胡子一把抓”。认为这样可以扩大成功几率,扩大产品影响力。俗不知,这样的后果只会是浪费大量人力、物力、财力,永远都是在坐着 事倍功半,乃至事倍功没的事情。就如同医药行业中许多的招商企业一样,就那么几个不算太有竞争力的品种,就那么二三十号人,就面向全国招商。结果是要么连 商都很难招,因为很多都不是做这个渠道的、不是做这些品种的;好容易招来商了,因为不能有效管理,在头次进货之后就不见了踪影。于是,就形成了“年年招 商,年年招!”的恶心循环。

究 其原因,就是我们在营销过程中不能很好的分析、发现我们的目标客户,不能有效实行有针对性的经营策略。一个产品和服务,是不可能满足所有客户需求的,企业 或个人要认知的就是,谁是最需要这个产品或这项服务最迫切的人?这些人在哪里?怎样才能打动这些人?明白了这些,接下来的工作就水到渠成了。既然可以事半 功倍,为什么非要事倍功半呢?

这次乞讨活动结束了,回顾整个过程,确实对笔者是又一次营销实战体验!我们每天在高喊:战略、定位、卖点、目标消费群……这些空洞的词汇;经常会滔滔不绝的说与之相关的理论和应用。从现在起,放弃谈论,将这些知识运用到生活中的每一个角落,才是真正的提升!

于是,笔者又开始回想起那篇关于乞丐营销高明策略的文章,不禁由衷感叹:做乞丐,还真没几个人够格的!

来源于网络



7月3日

转:国内访问youtube的最简便方法:修改hosts--已修改成功


from 善用佳软 by 善用佳软

在国内访问youtube,只须在hosts文件中增加两行内容:

203.208.39.104 www.youtube.com
203.208.33.100 gdata.youtube.com

对高级计算机用户,上面一段足够了。但这件事,要向不同水平的作者说清楚,考虑到他们可能不知道何为hosts,不知道如何编辑,难度就非常大了。所以,我深能明白和菜头写作《 手把手教你访问Youtube(图文)》时的用心之处——考虑不同windows版本、用户权限、甚至windows不一定装在C盘,所以,给出了最通用的操作步骤:查找hosts,双击打开,选记事本(原贴图中高亮了“写字板”,容易让阅读不仔细的人误解,不过,也影响不大),增加两行。

对于上述情况,我想不出更清晰的表达方式了。但如果稍降低一下适用范围,考虑到这些用户多数应该是“ windows xp, c盘, 管理员权限”,就可以给出一个对他们而言更简单的方法——批处理(就象以前推荐《EasyIP:批处理切换IP地址》 一样):

复制下面两行到记事本,保存为 a.bat,双击 a.bat。

echo 203.208.39.104 www.youtube.com >> c:\WINDOWS\SYSTEM32\drivers\etc\hosts
echo 203.208.33.100 gdata.youtube.com >> c:\WINDOWS\SYSTEM32\drivers\etc\hosts

或者,点击开始→运行,先输入上面第一行,回车;再输入第二行,再回车。

而实际上,我自己修改 hosts,就是通过TC快速跳转到此文件,然后,按 F4 调 gvim 编辑。而传说中的hosts编辑器(HostsXpertHosts Edit)见过但没用过,因为我偏好通用类软件。(正文完)
7月2日

强悍啊-笨贼:入室盗窃留下自己的照片

一日一笨贼:入室盗窃留下自己的照片 | Jandan.net
一入室盗窃犯用房主的手机来了张自拍照片,临走时,却忘记把手机带走……(如图)

这事发生在美国弗吉尼亚州Suffolk,6月早些时候。

警察发言人介绍到:由于房主并不在家,所该毛贼很Happy 的在屋子里玩了大约4个小时,他吃了点东西、喝了点小酒甚至还使用屋主帐户购买了有线电视成人频道看了一会。最后还使用屋主的手机给自己来了张自拍,不过 可惜的时候,该毛贼在临走时忘记了这事,把手机留在了屋子里。虽然警方目前还没抓到该嫌疑人,不过,快了。来源


7月1日

10 Tips for Using Twitter And Email Marketing for B2B

For original of this article, click HERE --China visitors will need proxy to access.


I was told that every blog needs a "top 10 post" and I thought today would be a good day to write one on a topic that is growing in popularity. That topic is Twitter and how best to use this tool for your B2B marketing efforts. I thought I would take a stab at providing tips on blending a tried and true tool like email with Twitter. Let me know what you think and if you have additional tips (let's see if Darren Rowse from Twitip is listening)

10 Tips for Using Twitter And Email Marketing for B2B

1. Add a link to your company's Twitter account to all mass email communications. Consider adding a link in the email footer to items such as your event invitations or email newsletters. This tip is especially important for any resource or newsletter autoresponder subscription emails. I've found that the autoresponder email from BreakingPoint does this quite well (and has an excellent newsletter!).

Quick note here: I already assumed that your company created a Twitter account. You can find many other blog posts out there on that subject. Here is a great one that should scare you into getting one: Don’t get BrandJacked: Confirming Your Corporate Twitter Account

2. Link to a form landing page from your company Twitter account. For example if you have a Twitter post such as "New white paper on how to increase ROI". Upon clicking on the link to the white paper, direct "Tweeple" (twitter people) to a landing page where you request their email address to get access to the white paper if you don't already have it. In this way you're converting your twitter followers into opted-in email subscribers.

3. Use Twitter content in your email newsletters. For example, create a feature called "Twitter Q/A". In this section, address questions/comments that came up on Twitter and what the response was. This goes back to being an Eco-Marketer

4. Post links from your email newsletter articles on Twitter. Instead of including one twit that says: "Check out the latest newsletter" and links back to your main newsletter page, consider seeding individual articles on Twitter over a period of time (say a week). You can use a tool like Brightkit to pre-schedule your twits in advance. Companies should make each twit count and make the content as interesting as possible.

5. Ensure that all email newsletter article authors have their Twitter account listed on the email. This allows recipients to continue the conversation after they read the article. You may want to have a Twitter account for anyone mentioned in your marketing emails. This will require the individual to listen and contribute on Twitter which is a good thing (even if they object) :). A definite email best practice is personalization and I believe that Twitter is just an extension of this.

6. Provide instructions in your emails about how subscribers can follow conversations about your company on Twitter. For example, if you are promoting an event in your email, let subscribers know that they they can twit about the event using the hashtag character #. For example #myevent. You would replace "myevent" with the name of the event. You can instruct event registrants to use Twemes to follow the Twitter conversation about the event. Have a look at Karl Roche's excellent post on Twitter for events for more information.

7. Ask email subscribers for their Twitter ID when they sign up. Experiment with an optional field on a few key web registration forms and see how this affects your conversion rate. I recommend mentioning that you will follow the person if they provide their Twitter ID. This may an incentive enough as Tweeple are looking to get as many followers as possible.

8. On your email preference page, indicate to those who may want to unsubscribe that they can still follow you on Twitter. While you may have lost the person from your email list, you keep them in your community. This is the strength of Twitter and how it can be leveraged to enhance your existing marketing efforts.

9. Add a link in your emails and/or on your website that allows email subscribers and web visitors to easily tweet about an article, event or promotion. I learned this from Mr. Tweet. All you need to do is link to Twitter with the following URL: http://twitter.com/home?status= and add in a message under 140 characters after the "=" sign. Here is an example: http://twitter.com/home?status=Great post on Anything Goes Marketing: "10 Tips for Using Twitter And Email Marketing for B2B" http://twurl.nl/sd7i43. This makes the process of spreading the word about your email article extremely easy. Does it take more time? Yes. Will it drive more traffic and help you get further bang for your email buck? Most likely. All you have to do is test it out.

10. Conduct Twitter interviews and use this as content for your email marketing. This type of "Twitterview" could be with a customer, partner, company exec (or any other employee), or industry thought leader. What makes Twitter great is that these types of interviews are easy to do and you can use email to promote these as "live events" as well. Here is an interview that Ann Handley from MarketingProfs did which is a great example of how easy this is.

I hope you have found this useful and please contribute additional tips by adding your own comments below.

Chad H
www.twitter.com/chadhorenfeldt

PS: If you found this useful, please tweet about it.

Technorati tags: