How to put in DM is the most cost-saving.

In the promotion activities of supermarkets, DM is the most common way and means. Its purpose is to cultivate customers' habit of reading DM by making DM regularly and delivering it to target customers, so as to distribute promotional information to customers more accurately and attract customers to shop. However, no matter how exquisitely designed DM is, no matter how attractive the promotion content is, if it cannot be delivered to the target customers in time and effectively, it will be difficult for the promotion plan to achieve the expected goal. Therefore, the effective delivery of DM is the basic premise to ensure the promotion effect of hypermarkets, and it is also the most headache for hypermarkets. How to carry out data mining effectively depends on the following factors-

■ Develop a delivery plan

Everything is established in advance, and it is abolished if it is not foreseen. Making a reasonable delivery plan before delivery is the premise of effective delivery of DM. What is a delivery plan? That is, where, how much and how should DM invest? Select the launching area according to the current promotion purpose and goal of DM. First of all, the choice of DM's business circle can basically be based on the strength and type of commodity promotion:

1. If it is a regular promotional product, in order to consolidate the promotion DM of the core target customer group of the store, the launching area must be the core business circle of the store (for retail enterprises, the business circle refers to the living range of customers who come to the store, or the range that the store can attract customers. According to the proportion of customers coming to the store, the business circle can be further divided into core business circle, secondary business circle and marginal business circle. ), and then according to the comprehensive consumption ability of residents in the community, the community is screened;

2. If it is a DM during the New Year Festival, you can expand the scope of delivery and choose a secondary business district with convenient transportation and a little distance; Because during the New Year Festival, time and distance are no longer the most important factors for consumers to choose their place of consumption.

3. If it is a targeted promotion aimed at attacking competitors, and the product has a strong competitive advantage, the DM delivery area of this promotion activity must be the community in the intersection business circle between competitors and their own stores.

Secondly, determine the number of DM:

The number of diabetic deliveries depends on the number of families in the delivery community. Under normal circumstances, the DM household rate in the core business district (household rate = number of shares put in/total number of households in the community) is above 80%; The occupancy rate of the secondary business circle is 50% to 70%; The intersection business circle with competitors must be guaranteed to be above 80%.

DM is a kind of media which is different from the traditional advertising mode. Delivery can only be made by mail, fixed-point delivery and selective delivery. For VIP customers, the effective delivery method is to send it by addressed mail through member information. Doing so will give members a sense of respect and consolidate their loyalty. For ordinary customers, fixed-point distribution and selective distribution can be adopted. Only by clarifying the purpose and target customers of the promotion activities can we launch and publicize the promotion activities in a targeted manner to ensure the maximum effect of the promotion activities.

■ Delivery personnel should be professional.

The special delivery mode of DM is different from other traditional media, which gives birth to professionals who deliver DM. If the distribution personnel are not properly selected, the distribution work will be difficult to carry out, let alone efficient.

A company once used its own internal staff to launch DM from the perspective of cost saving. The first issue of DM was released, but the number of customers who came to the store to shop failed to increase. The company began to look for reasons, and found that employees were very disgusted with DM, thinking that it was not within their scope of work and there was no additional subsidy, so they had to live in the wind. In order to save costs, the company only carries out ideological education for employees. It was not until a vicious incident happened that employees took bundles of DM to the garbage station for destruction that the company realized that everything needed full-time personnel.

The company began to change its way, no longer outsourcing to professional delivery companies, but decided to train a group of professional delivery personnel. The company aims at laid-off workers with low labor cost and strong sense of responsibility. What was the result? The company specially set up a management team to control, from recruitment, training, job execution to post-job audit, evaluation, salary accounting and distribution, which consumed a lot of manpower and material resources, but the delivery efficiency was not improved. Not only do employees who deliver takeout food have no sense of belonging (they come to the company when they have a job to deliver takeout food, and the company cannot enjoy any other welfare benefits). Other people in the company also complained repeatedly. The most important thing is that there are many other hidden dangers (is the contract of the delivery staff legal? The company also needs compensation if the delivery personnel have an accident during their work. After paying a high cost, the company finally understood the truth that "the industry has specialization" and decided to outsource the delivery work to a professional delivery company.

But how to choose the most suitable partner?

First of all, consider its professionalism, not its cost. A professional courier company must have professional business circle analysis ability. Only by fully grasping the situation of the delivery area (including the distribution map of the community, the building condition of the community, the floor condition, the consumption capacity of the residents, etc.). ), or have the professional ability of business circle investigation, in order to carry out the launching work more effectively, provide accurate business circle information for hypermarkets, and assist hypermarkets to do business circle marketing well, which can be said to be a "salary" and do a variety of jobs.

How to judge whether the courier company is professional or not, and how accurate the survey data is? Practice has proved that local companies are superior to foreign local branches, and companies with postal background are superior to ordinary companies.

■ Delivery tracking and verification

Having a professional delivery group does not mean that DM can be effectively distributed. Because the courier company is also delivered by people, anyone needs to control what they do. Generally speaking, the contract between the company and the delivery company will clearly stipulate that the target value of DM delivery and receipt rate is above 90%. If it fails to meet the standard, the corresponding deduction will be made. However, the deduction is only a means, not an end, and the deduction afterwards cannot make up for all the losses caused by the failure of DM delivery. Only by tracking the delivery process can we really ensure the effective delivery of DM.

In order to effectively check the work of the courier company, we should send an employee to track the envelope address printing, DM packaging, disassembly and loading before mailing. In the address-free direct investment section, we will arrange our own employees to carry out professional DM supervision on the vehicles of all delivery companies. One person follows a delivery vehicle and supervises the implementation of all delivery personnel on the vehicle. Such a person can fully understand all the distribution processes, find problems in time, and collect the opinions of residents in the community. As for the precautions, the company's inspectors need to be replaced regularly to avoid mutual protection between company employees and courier companies. After the distribution is completed, the company needs to send another inspector to randomly select the distribution area and conduct spot checks on the reception rate. Double audit system and deduction clause are important means to improve the efficiency of DM delivery.

■ Delivery time and delivery method

Timing is as important as the release schedule of other media. Because any DM campaign has a deadline. If you put it too early, it will give your competitors an opportunity and give them enough time to formulate the counter-attack strategy you promote. Once this happens, DM activities will completely lose their competitiveness and DM will become waste paper. However, if DM is not delivered in time, consumers will miss the validity of the promotion and will not increase the number of visitors. Facts have proved that the first 1 to 2 days of DM's validity period is the best time to put it into use. Competitors have no time to act, and consumers have plenty of time to buy.

With the development of society and the standardization of community management, direct investment without address will be restricted. Some high-end residential property companies have set up DM express racks in the residential area, and put a certain amount of DM in each period regularly, which is directly placed on the DM express racks in the residential area and placed in the access control office of the residential area. Customers in need can receive it for free. Not only saves the cost, but also saves the manpower.

DM is a blind spot in China's advertising industry, and it has great room for expansion. The development of modern postal services and the strong support of national policies provide sufficient space for DM. Compared with other traditional advertising media, advertisers prefer the autonomy of DM operation. One-to-one direct delivery can reduce the links and mistakes in the process of information transmission and maximize the advertising effect. Its rise is just around the corner. Although supermarket DM has certain advantages, it also needs to adjust measures to local conditions, constantly improve the management system and hardware technology of DM delivery and improve the efficiency of DM delivery, so as to ensure the promotion effect and continuously improve the performance.

Dm and poster placement DM have always been the simplest promotion methods for schools. At present, many institutions still adopt this method for the simplest promotion of colleges and universities. The advantages of DM are obvious. First, the cost is low, and the printing cost and distribution cost will be settled. Secondly, the demand is direct, which is equivalent to putting advertisements directly in the hands of users. Especially in the college market, students usually read less newspapers, and the diversity of newspapers can't guarantee the effect, so DM is an effective way. But the disadvantage of DM is also obvious: because of the low price, many dormitories receive many different leaflets every day. Students are disgusted with this, and some simply don't look at it and throw it into the trash can. In addition, because enterprises can't directly enter the school, the school is not allowed to distribute it, so they have to entrust students or associations to distribute it. Due to the lack of management means, many distributions are not in place, or they are not delivered at all, and the cost is paid in vain. There are two points to pay attention to when launching DM. First, DM should be novel and unique, and it should not be done hastily to save costs. Otherwise, no one will look at it and throw it directly into the wastebasket, which will save costs and become a waste of costs. Print beautifully, the content should be eye-catching, and don't write a bunch of words. Usually reading is very tiring, who will have the patience to read your long book? Many innovations can be made in form. For example, Hisense and I cooperated in the distribution of playing cards and sold tens of thousands of pairs. Two years later, there are still students playing cards, and its influence is self-evident. Other forms, such as bookmarks, class schedules, learning tools, portable calendars, guides and address books, are all good forms. The important thing is to develop your imagination and adapt to the product. Second, we must strengthen monitoring. We are not heavenly daughters, and we are not scattered flowers. It's all money Many people think that the biggest cost is printing. It must be remembered that in colleges and universities, the cost of distribution is higher than that of printing! You should prepare various measures to ensure the distribution effect. Monitoring must not be relaxed, so as to ensure the effect.