W行銷(前言) : 男人天生對事有興趣,女人天生對人有興趣

前幾天朋友轉寄一封信給我,看完後讓我感觸許多..加上最近正在看"W行銷-Inside Her Pretty Little Head" ,因此後續會利用一點時間看完這本書並跟大家分享一下讀書心得.記得去年參加一場Seminar 時聽到PayEasy 的總經理在介紹他們公司..發現這個總經理比女人還女人(別誤會,是他對女人相當瞭解) ..也因此,其出現的廣告總是能打動女人的心,甚至打動男人的心(因為,PayEasy 的最終客戶可能是男生呢)

不管在行銷或者產品設計,如果你的TA 是女人..那麼一定要多瞭解女人先,因為你原本設定的SOP 假設是5個步驟,被女人操作起來則可能會是25個步驟喔 ..如何能讓你的TA 的SOP 簡化,或者更具質感與貼心服務..或許是勝出的關鍵因子喔!

對了,朋友寄出的文章如下,主要是在講男人/女人在使用drive throuth ATM時的SOP :

A new sign in the Bank Lobby reads: 'Please note that this Bank is installing new Drive-through ATM machines enabling customers to withdraw cash without leaving their vehicles. Customers using this new facility are requested to use the procedures outlined below when accessing their accounts. After months of careful research, MALE &FEMALE Procedures have been developed Please follow the Appropriate steps for your gender.

MALE PROCEDURE:
1. Drive up to the cash machine..
2. Put down your car window.
3. Insert card into machine and enter PIN.
4. Enter amount of cash required and Withdraw.
5. Retrieve card, cash and receipt.
6. Put window up.
7. Drive off.

FEMALE PROCEDURE: What is really funny is that most of this part is the Truth.!!!!
1. Drive up to cash machine.
2. Reverse and back up the required amount to align car window with the machine.
3. Set parking brake, put the window down.
4 Find handbag, remove all contents on to passenger seat to locate card.
5.Tell person on cell phone you will call them back and hang up.
6. Attempt to insert card into machine.
7. Open car door to allow easier access to machine due to its excessive distance from the car. 8. Insert card.
9 Re-insert card the right way..
10.Dig through handbag to find diary with your PIN written on the inside back page.
11. Enter PIN.
12. Press cancel and re-enter correct PIN.
13. Enter amount of cash required.
14. Check makeup in rear view mirror.
15. Retrieve cash and receipt.
16. Empty handbag again to locate wallet and place cash inside.
17. Write debit amount in check register and place receipt in back of checkbook.
18. Re-check makeup.
19. Drive forward 2 feet.
20. Reverse back to cash machine.
21. Retrieve card.
22. Re-empty hand bag, locate card holder, and place card into the slot provided!
23. Give dirty look to irate male driver waiting behind you.
24. Restart stalled engine and pull off.
25. Redial person on cell phone.
26. Drive for 2 to 3 miles.
27. Release Parking Brake.

SEND THIS TO A MAN WHO NEEDS A LAUGH, AND TO THE LADIES who can handle it.. And they need a laugh, too! Remember! A lady sent it to me. She was laughing, too.

藍色大象也能賣-談預知客戶需求[上]

在網路產品發展與行銷工作上也好幾年的時間了,總覺得一個產品的推出是否成功,最大的關鍵因素就在於該產品是否真的是客戶所要的 ? 因此,如何在產品發想階段就能夠同時瞭解使用者需求是一門很大的學問!!!

瞭解使用者需求可以有以下幾種方法 :
1.Focus Group
2.市調
3.Lead users Method
4.RDE ( Rule Developing Experimentation)

最近則借了這本RDE 書 - 藍色大象也能賣 來K一下,從該本書的一開始推薦序就能夠瞭解這本書期望透過介紹RDE ( Rule Developing Experimentation) -規則建立實驗[翻譯的有點硬] , 也就是藉由一個創新的/系統性的實驗改進流程來串連一個產品的三大必需交代的事 : Who , What , How .
進而使得每次的提案 ( Value Propositions) 能夠被形成並通過,進而達成目標.

本次文章將分上中下三則,陸續跟大家分享這本書的讀後心得.