Baking Up Business 烘焙行銷術——愛屋及烏
Liking - People are easily persuaded by other people that they like.
Paul: So what's the principle behind our Bread Club cards? Ms. Brown sure seems to love them. Buy six loaves of bread, get one free, right?
Ken: There are two principles, actually. The first one is the Law of 1)Consistency.
Paul: The customer wants the free bread, so they will get in the habit of coming in?
Ken: That's the basic program, but companies that do it that way are a dime a dozen. I've made two small but important 2)innovations.
Paul: I saw that you were giving Ms. Brown some Bread Club 3)applications.
Ken: Those are for her friends. For every new friend that she 4)persuades to join, Ms. Brown gets a free loaf of bread.
Paul: I guess people are suckers for free bread. And you can't beat word-of-mouth advertising.
Ken: People trust people they like — it's called the Liking Principle.
Paul: But I've noticed that new members always get cards that already have three stamps — what's that all about?
Ken: It's a way to give new customers a head start. We want them to develop their new bread habit as quickly and 5)painlessly as possible!
愛屋及烏——人們容易被他們喜愛的人說服。
保羅：我們麵包俱樂部會員卡背後的原理是什麼？布朗太太好像很喜歡。是買六送一嗎？
肯恩：其實有兩個原理。一是一致性定律。
保羅：顧客想要得到免費的麵包，所以會養成來我們這裡的習慣？
肯恩：這是基本方案，但很多店都這麼做。我還做了兩項不起眼但重要的創新。
保羅：我看到你給布朗太太一些麵包俱樂部申請表。
肯恩：那是給她朋友的。布朗太太每說服一個新朋友加入，就可以免費得到一條麵包。
保羅：我想人們很容易被朋友說服。
肯恩：或者被他們喜歡的人──這就叫愛屋及烏原理。
保羅：但我發現新會員拿到的會員卡都已經蓋三個章了──那又是怎麼回事？
肯恩：那是要給新顧客一個輕鬆的入門優勢。我們希望他們能迅速、輕鬆地養成跟我們買麵包的習慣。 |
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