房地产DM直邮广告全攻略

房地产DM直邮广告全攻略 走在繁华的大街，冷不防，一个不知从何处蹦出的冒失鬼，抱着一大摞印刷品，不由分说就往你手里塞上一份。不管你在不在案发现场，都妨碍不了他的热情，你家的信箱，自行车前筐后座，甚至你凉在外头的衣服兜，也难逃其魔掌——大多数的国人，就是以这种方式首次接触到热情的“中式”DM。 一、DM一直在努力 美国广告函件协会对DM有这么一个定义:所谓direct或direct adversting系对广告主所选定的对象，将印完的印刷品，用邮寄的方法传达广告主所要传达的消息(message)的一种手段。可在中国，DM已被演绎得耳目一新，即广告主为节省一大笔邮资，雇人将一部分印刷品直接送抵消费者手中，同时，选定对象的过程亦可忽略不计，由派单员凭肉眼直接简单甄别，甚至可以男女不分，一网打荆当然，这只是大多数保健品商家的自恋行为，更多的商家采取的是较为柔和的方式，在酒吧、银行、商场这些人气旺盛的公众场合，摆上一个精美的玻璃或木格子，内置印刷精美、内容丰富的资料，任君需取，绝对民主，反对强权。 DM又称邮政广告、直接函件，其种类繁多，常见的形式有:销售函件、商品目录、商品说明书、小册子、名片、明信片以及传单等。DM最早出现于西方国家，距今已有50多年历史。单在美国，DM的总销售额年逾一千亿美元。因其良好的发展势头，被业内人士尊称继影视、广播、报纸、杂志四大传统媒体之后的第五大媒体，并大有取代杂志成为第二大印刷媒体的趋势。DM在西方国家可谓如鱼得水，由于电脑的普及和咨询服务的周到，广告主可以按照任何人口资料的要素分类检索，也可按照购买频率及购买金额选择邮寄名单。于是乎，西方国家大多数家庭的邮箱，每天早上都会被来自各地各类商家邮来的DM塞得满满的，一般消费者都会充分利用这些详实的免费商品信息，按图索骥找到自己想要的东西，一些精明的家庭主妇还会将这些DM分类装订成册，他日若有需要，一个电话过去即可搞定。完全融入普通消费者生活的DM，决定其在企业产品的广告宣传中所扮演的角色的重要性，为产品的销售立下汗马功劳。 DM在中国似乎没有那么好运，众所周知，邮政业是中国颇受争议的垄断行业之一，作为中国邮政业垄断下的蛋，DM的日子也并非一帆风顺，一直毫无多大起色。据广州地区邮政管理部门所做的一份市场调查资料显示，在广州个体消费者使用邮政业务状况的比例中，商业信函仅占0.7%，邮送广告占1.0%，而广告明信片最为可怜，才0.2%，这是一个多么微乎其微的数字，恰恰也从另一方面反映了DM在中国所遭遇的尴尬状况。DM是中国广告业的盲点，证明它有着大量的空间有待我们去拓展，它的崛起似乎已是指日可待，原因有四:其一，现代邮政事业的发展，国家政策的大力扶持，为DM提供充分的发展空间;其二，随着一些特殊行业垄断局面的打破，将为DM注入新的动力，促其不断向前发展;其三，DM所掌握的是直接用户，生产厂家受中间商影响较少;其四，与其它传统广告媒体相比，广告主更青睐DM运作的自主性。 二、出色，源自本色 End of 2015 I County file made poor ... ... Million, some time ago, we follow provincial and municipal requirements for filing state card poor "looking back" activities, return does not meet the conditions of the poor ... ... Million, newly added to eligible poor people ... ... People, through accurate identification, filing State remaining card in our County poor ... ... Million people. This original work accurately enough, some towns Street, broad strokes, statistical dayuemo. Some of the so-called "poor" are associates, friends and family. If such poor list announced, will bring a lot of negative effect. We must recognize the importance of accurate identification, political nature and seriousness, don't take it lightly, and sloppy. Next, you need the precise identification of the poor further and to focus on "three clear": first, we must clear the number. Did take a look at the missing, there is no return, there is no wrong Nano, truly na try na, falls to one person. Second, to clarify status. Whether in poor villages, the poor or the poor, to a detailed registration, fully and accurately master the poor families, living conditions, access to employment, sources of income, poverty level, and so on. Third, to clear reasons. Was due to disasters, disease, due to objective factors such as learning, or is their lack of capacity, lack of enrichment opportunities, or lazy, and was not attending, are faithfully reflected to ensure that households do not leak, a man falls, 在产品的广告宣传 计划 项目进度计划表范例计划下载计划下载计划下载课程教学计划下载 中，DM的广告威力不容小觑，一点也不亚于传统广告媒体。位于台北市和平东路二段的“知风雅筑”，有28套单位急于出售，其广告代理公司在分析台湾当前两份主要报纸的利弊后，结合客户自身优势，大胆采用以DM为主，报纸广告为辅的广告推广方式，由于前期工作，特别是市场调查工作准备充分，知风雅筑的DM一开始就贴近消费者的心理需求。这是一份设计成六页的折叠式彩色DM，一页设计成信封式样，可供填写收信人的姓名地址，一页是透视图，加上一句“细致的规划，第一流气派大厦造型”醒目标题，给人以细致优美的观感，一页是位置图，一页是建材设备说明文字，房屋内部的平面图占了五页，余下两页则设计为两副生动的漫画，文字诉求的卖点为“知风雅筑是建筑在幽静的文教区，对成人与孩子均多益处”。就这么一份看似简单的DM，威力却如原子核裂变，28套单位短短几天内被抢购一空，创造了约为新台币二千七百余万元的销售总额，其中广告费仅用十余万元(报纸广告费计内)，约占销售总额的千分之五，可谓小广告，大营销，DM的威力由此可见。 “你从订单多少就可得知广告促销的成效是否成功，通常1%到4%的回应率算是比较满意的，但是若你从测试结果修改计划的话，功效将扩大为更大。”从上述话语中，DM的优点显而易见，但又不仅限于这一点: 1、DM不同于其它传统广告媒体，它可以有针对性地选择目标对象，有的放矢，减少浪费。 2、DM是对事先选定的对象，直接实施广告，广告接受者容易产生其它传统媒体无法比拟的优越感，使其更自主关注产品。 3、一对一的直接发送，可以减少信息传递过程中的客观挥发，使广告效果 达到最大化。 4、不会引起同类产品的直接竞争，有利于中小型企业避开与大企业的正面交锋，潜心发展壮大企业。 5、可以自主选择广告时间、区域，灵活性大，更加适应善变的市常 6、想说就说，不为篇幅所累，广告主不再被“手心手背都是肉，厚此不忍，薄彼难为”困扰，可以尽情赞誉商品，让消费者全方位了解产品。 7、内容自由，形式不拘，有利于第一时间抓住消费者的眼球。 8、信息反馈及时、直接，有利于买卖双方双向沟通。 9、广告主可以根据市场的变化，随行就市，对广告活动进行自我调控。 10、摆脱中间商的控制，买卖双方皆大欢喜。 11、DM广告效果客观可测，广告主可根据这个效果重新调配广告费和调整广告计划。 End of 2015 I County file made poor ... ... Million, some time ago, we follow provincial and municipal requirements for filing state card poor "looking back" activities, return does not meet the conditions of the poor ... ... Million, newly added to eligible poor people ... ... People, through accurate identification, filing State remaining card in our County poor ... ... Million people. This original work accurately enough, some towns Street, broad strokes, statistical dayuemo. Some of the so-called "poor" are associates, friends and family. If such poor list announced, will bring a lot of negative effect. We must recognize the importance of accurate identification, political nature and seriousness, don't take it lightly, and sloppy. Next, you need the precise identification of the poor further and to focus on "three clear": first, we must clear the number. Did take a look at the missing, there is no return, there is no wrong Nano, truly na try na, falls to one person. Second, to clarify status. Whether in poor villages, the poor or the poor, to a detailed registration, fully and accurately master the poor families, living conditions, access to employment, sources of income, poverty level, and so on. Third, to clear reasons. Was due to disasters, disease, due to objective factors such as learning, or is their lack of capacity, lack of enrichment opportunities, or lazy, and was not attending, are faithfully reflected to ensure that households do not leak, a man falls, DM优点虽多，但要发挥最佳效果，还需有三个条件的大力支持。第一、必须有一个优秀的商品来支持DM。假若你的商品与DM所传递的信息相去甚远，甚至是假冒伪劣商品，无论你的DM吹得再天花乱坠，市场还是要抛弃你。第二、选择好你的广告对象。再好的DM，再棒的产品，也不能对牛弹琴，否则就是死路一条。第三、考虑用一种什么样的广告方式来打动你的上帝。俗语说得好:攻心为上。巧妙的广告诉求会使DM有事半功倍的效果。 三、让DM做得更好 DM优点虽多，并非见得你的DM就会人见人爱。再好的东西，就象一块稀世宝石，如果它的闪光点不为世人所知，乃至发扬光大，终究也只是一块石头，甚至还要比一般的石头更普通。一份好的DM，并非盲目而定。在设计DM时，假若我们事先围绕它的优点考虑得更多一点，将对提高DM的广告效果大有帮助。一般说来，DM的设计制作方法，大致有如下几点: 1、设计人员要透彻了解商品，熟知消费者的心理习性和规律，知己知彼，方能百战不殆。 2、爱美之心，人皆有之，故设计要新颖有创意，印刷要精致美观，吸引更多的眼球。 3、DM的设计形式无法则，可视具体情况灵活掌握，自由发挥。出奇制胜是比墨守陈规更让人惊喜。 4、进行设计时，应充分考虑其折叠方法，尺寸大小，实际重量，务求便于 邮寄。 5、DM的折叠方法有对折、三折和四折，当然，也可在折叠方法上玩些小花样，比如借鉴中国传统折纸艺术，让人耳目一新，但切记要使接受邮寄者方便拆阅。 6、配图时，多选择与所传递信息有强烈关联性的图案，刺激记忆。 7、不妨考虑色彩的魅力。 8、好的DM莫忘纵深拓展，形成系列，以积累广告资源。 四、原来DM可以更美的 在普通消费者的眼里，DM与街头散发的小报没多大区别，印刷粗糙，内容低劣，是一种避之不及的广告垃圾。其实，要想打动并非铁石心肠的消费者，不在你的DM里下一番深功夫是不行的。在DM中，精品与垃圾往往一步之隔，要使你的DM成为精品而不是垃圾，就必须借助一些有效的广告技巧来提高你的DM效果。这些有效的DM广告技巧能使你的DM看起来更美，更加招人喜爱，成为企业与消费者建立良好互动关系的桥梁，它们包括: End of 2015 I County file made poor ... ... Million, some time ago, we follow provincial and municipal requirements for filing state card poor "looking back" activities, return does not meet the conditions of the poor ... ... Million, newly added to eligible poor people ... ... People, through accurate identification, filing State remaining card in our County poor ... ... Million people. This original work accurately enough, some towns Street, broad strokes, statistical dayuemo. Some of the so-called "poor" are associates, friends and family. If such poor list announced, will bring a lot of negative effect. We must recognize the importance of accurate identification, political nature and seriousness, don't take it lightly, and sloppy. Next, you need the precise identification of the poor further and to focus on "three clear": first, we must clear the number. Did take a look at the missing, there is no return, there is no wrong Nano, truly na try na, falls to one person. Second, to clarify status. Whether in poor villages, the poor or the poor, to a detailed registration, fully and accurately master the poor families, living conditions, access to employment, sources of income, poverty level, and so on. Third, to clear reasons. Was due to disasters, disease, due to objective factors such as learning, or is their lack of capacity, lack of enrichment opportunities, or lazy, and was not attending, are faithfully reflected to ensure that households do not leak, a man falls, 1、选定合适的投递对象。 2、设计精美的信封，以美感先声夺人。 3、在信封反面写上主要内容简介，可以提高开阅率。 4、信封上的地址、收信人姓名要书写工整。 5、DM最好包括一封给消费者的信函。 6、信函正文抬头写上收件人姓名，使其倍感亲切并有阅读兴趣。 7、正文言辞要恳切、富人情味、热情有礼，使收信人感到亲切。 8、内容要简明，但购买地址和方法必须交代清楚。 9、附上征求意见 表 关于同志近三年现实表现材料材料类招标技术评分表图表与交易pdf视力表打印pdf用图表说话 pdf 或定货单。 10、采用普通函札方式，收件人以为是亲友来信，能提高拆阅率。 11、设计成立体式、系列式以引人注意。 12、设法引导消费者重复阅读DM，甚至当作一件艺术品来收藏。 13、对消费者的反馈意见要及时处理。 14、重复邮寄可加深印象。 15、可视情况需要采用单发式、阶段式或反复式等多种形式进行投递散发。 16、多用询问式DM，因其通常以奖励的方法鼓励消费者回答问题，起到双向沟通的作用，比介绍式DM更能引起消费者的兴趣。 五、尊重每一个DM DM适当名单来源的选取也要有所技巧。中华民族是一个讲究隐私、尊重私人空间的民族，对于任何一个生活中的不速之客，将面临着被他们列入不受欢迎者的队伍中的危险。假若企业费劲心思创作出来的DM，因为不尊重消费者的隐私权而吃了闭门羹，那么所有的努力，将付之东流。只有充分尊重消费者，处处为消费者着想的企业，才可能赢得他们的认同和好感，进而赢得市常在实际操作中，企业或广告公司可以通过以下几种途径获取DM名单: 1、企业在营销过程中长期积累的消费者资料库，即企业在日常营销活动中获得各种消费者原始资料，经过有序整理后，形成企业的无形资产——消费者资料库，为企业所循环使用; End of 2015 I County file made poor ... ... Million, some time ago, we follow provincial and municipal requirements for filing state card poor "looking back" activities, return does not meet the conditions of the poor ... ... Million, newly added to eligible poor people ... ... People, through accurate identification, filing State remaining card in our County poor ... ... Million people. This original work accurately enough, some towns Street, broad strokes, statistical dayuemo. Some of the so-called "poor" are associates, friends and family. If such poor list announced, will bring a lot of negative effect. We must recognize the importance of accurate identification, political nature and seriousness, don't take it lightly, and sloppy. Next, you need the precise identification of the poor further and to focus on "three clear": first, we must clear the number. Did take a look at the missing, there is no return, there is no wrong Nano, truly na try na, falls to one person. Second, to clarify status. Whether in poor villages, the poor or the poor, to a detailed registration, fully and accurately master the poor families, living conditions, access to employment, sources of income, poverty level, and so on. Third, to clear reasons. Was due to disasters, disease, due to objective factors such as learning, or is their lack of capacity, lack of enrichment opportunities, or lazy, and was not attending, are faithfully reflected to ensure that households do not leak, a man falls, 2、互动形式获取，即利用报纸广告、宣传单的赠券吸引消费者主动参与企业组织的活动而形成的名单; 3、经由电话簿、社团名单、同学录等处获得，是最简便有效的方式; 4、企业间相互交换消费者数据，实行数据共享，可节约DM开支。无论企业或广告公司以何种方式取得DM名单，都必须注意一个问题——充分尊重消费者的隐私权，特别是在共享消费者数据时，应事先征得消费者同意，否则，将会导致双方关系恶化，阻碍DM的良性发展。 传统媒体实效运作广告时，特别讲究运用一些策略性的东西，同样，DM在履行广告职责时，若配以一定的策略，其广告效果将变得妙不可言。企业或广告公司在运用DM时，可结合实际情况，或采用单兵作战方式，即以单发式、阶段式或反复式投递散发，或选择立体作战方式，即考虑与电视、广播、报纸等媒体配合使用，将DM的广告效果发挥到最大，使其不断向威力无比的广告主流靠拢，为企业的销售立下汗马功劳。 End of 2015 I County file made poor ... ... Million, some time ago, we follow provincial and municipal requirements for filing state card poor "looking back" activities, return does not meet the conditions of the poor ... ... Million, newly added to eligible poor people ... ... People, through accurate identification, filing State remaining card in our County poor ... ... Million people. This original work accurately enough, some towns Street, broad strokes, statistical dayuemo. Some of the so-called "poor" are associates, friends and family. If such poor list announced, will bring a lot of negative effect. We must recognize the importance of accurate identification, political nature and seriousness, don't take it lightly, and sloppy. Next, you need the precise identification of the poor further and to focus on "three clear": first, we must clear the number. Did take a look at the missing, there is no return, there is no wrong Nano, truly na try na, falls to one person. Second, to clarify status. Whether in poor villages, the poor or the poor, to a detailed registration, fully and accurately master the poor families, living conditions, access to employment, sources of income, poverty level, and so on. Third, to clear reasons. Was due to disasters, disease, due to objective factors such as learning, or is their lack of capacity, lack of enrichment opportunities, or lazy, and was not attending, are faithfully reflected to ensure that households do not leak, a man falls,