I will try again to explain what I mean with the trying strategy. Your above approach is not in line with my description during the meeting. Read my feedback completely and apply correctly.
First, it's not the objective to give at once 200 products of each... NOT AT ALL. We have to do many different phases with once 20 TG LC, then 40 BBB HB, then again 25 TG LC, a comparison study with 25 each BB cream and so on...
For each trying sets, there is a limitation in the time and the targeting is absolutely well defined according to the product, the message and the feedback form.
What are the objectives of each trying sets:
to tease people to come to your place, to your products AND to register to the databaseto get their email address to contact them laterto get much more people registering than the number of products givento get their feedback on the formto analyse their feedback and understand their needs and if the products fulfill these needsto enter them in a DTC communication strategyto give them feedback and to get them as VIP client
This must be done in a way that it will not cost a lot and without paying these people.
It enters a complete already designed strategy for each case meaning that you know already EXACTLY at least the next five steps for each group and being ready to follow with these steps. You need as well that your web-communication is ready AND efficient, working fine and fast.
For example, you define that you want to target a first group of post-operated LB. So what you do:
you define your objectives (ex, I want to get 500 registered post operated LB and to communicate on the reason to use TG LC instead of any lubricant; let say that you want to give away 25 TGLC and to get back 15 forms fulfilled)you define how to target them (which support, which way) and you message...(I want to see it before)example, I go through the facebook "post-operated LB" with 10'000 followersmy message will "post-operated LBs need a specific lubricant adapted for long term use and to respect your new femininity without risk. 25 tubes of Trans-Gyn Lubri-Care for free to test this exclusive caring lubricant for neo-vagina" Click here before May 15th 2014 to access to our draw! Attractive banner or communication connected to the producta specific page is done to redirect people to the conditions of participation (like we will draw 25 participants the 16th of May 2014. We send the product for free to you against your feedback on the use of the product according to our specific easy to fill form......... Try as well our other products... participate to .... what ever you want them to act for youyou have a ready strategy for the next five contacts to them with for example (always with the products pictures and links to the website. I want to see this before the start as I don't want a last minute badly done letter and support):a first "thank you e-letter" direct after registration telling them that we are very thankful for the time given and we will draw the 25 tubes on May the 16th..., the winner will be personally informed and will get the TG LC by post. Why TG LC is so interesting for the neo-vaginal and for the other LB.... then we show the full range of products and invite the participant to buy the products to our website with a special price (vaucher number system) to thank them for participating... bla bla (return analysis)next contact, did you see our new e-beauty contest? Why don't you take part too and push your friends to do so.... To be beautiful for the picture use our TransCare Body BB cream, a very unique BB cream for the body with a fantastic anti-oxydant. As LB we need specific products.... To try the one you will need, by he two different TCBBB and get one TG LC for free using this vaucher number to our website (return analysis)we just analyzed the evaluation forms of our trying program TG LC. Over the 25 free tubes we gave, we got 15 evaluation's forms. Here are the results and as you can see, 89% of the users are happy or very happy and 96% will continue to use TG LC. Try it too with this special offer (buy one get the second for free if you send us back your evaluation's form). (return analysis)we just got 3 new pharmacies selling the LB-Care products, here is the full list of actual sales points. HELP US, and speak about LB_Care products in you usual pharmacy asking them to get our product...Do you know why TG LC is used by so many LB already? TG LC is not only the ideal lubricant for neo-vagina but it is as well the ideal anal lubricant appreciated for the following qualities...at this stage you have already the next 3 communication elements ready like "here some comments from our TG LC users... they are right because this and that...the evaluating form is ready and use your specific strong points, knowing that you will get good comments. You add typical question like "would you like to continue to use the product with yes or no, if no why; will recommend it to your friend, yes or no, if no why (I want to see it before starting)you send the 25 tubes with a clear letter what to do, how to fulfill the form and you will give another product for free for the one who will return the form in due time (you give a specific date and you remind them at least one week before the return date and 1 day before. You communicate on the other products too)you analyse the forms as soon as you get them so it motivates you on the results. You thank every returned form to the LB who did the job for youwhen the study is finished, you communicate to the 25 users telling them the positives out comes of the study even if they didn't send back the formyou analyse the return to compare to your objectives and define what was well done or what was missing to success and you correct the strategy for the futureif the results are so good, you can use the study on your website and on the other LB groups facebook etc...you communicate this as well to the clinics, the drugstores and pharmacies to enter them. You use it as much as possible!
If you do 5-10 draw for each 3 products with each time 500 to 1000 registrations, you could get between 10 to 20'000 emails and addresses and you will communicate with them like VIPs. This is the basic costumers. Use your imagination to run these testing programs and set all of them in advance with a clear planing. We run until 5 programs together on different supports and objectives. THIS STRATEGY IS VERY TARGETED and, if so, you can use even small groups too if your message fit 200% to their interests. People must think it is designed for them.
So many small quantities of products, well designed approach, ready material and an excellent follow up are key success factors. AND don't ask too much and too much work; nobody wants to give so many private information to a company (ex, when looking at the facebook e-beauty contest, I didn't continue as I had to let you enter my intimacy just to see the page! NO, I WANT TO SEE FIRST AND THEN TO DECIDE! REMEMBER YOU HAVE TO PLEASE YOUR COSTUMERS AND NOT THE OPPOSITE.
Regards
Denis
I will try again to explain what I mean with the trying strategy. Your above approach is not in line with my description during the meeting. Read my feedback completely and apply correctly.
First, it's not the objective to give at once 200 products of each... NOT AT ALL. We have to do many different phases with once 20 TG LC, then 40 BBB HB, then again 25 TG LC, a comparison study with 25 each BB cream and so on...
For each trying sets, there is a limitation in the time and the targeting is absolutely well defined according to the product, the message and the feedback form.
What are the objectives of each trying sets:
to tease people to come to your place, to your products AND to register to the databaseto get their email address to contact them laterto get much more people registering than the number of products givento get their feedback on the formto analyse their feedback and understand their needs and if the products fulfill these needsto enter them in a DTC communication strategyto give them feedback and to get them as VIP client
This must be done in a way that it will not cost a lot and without paying these people.
It enters a complete already designed strategy for each case meaning that you know already EXACTLY at least the next five steps for each group and being ready to follow with these steps. You need as well that your web-communication is ready AND efficient, working fine and fast.
For example, you define that you want to target a first group of post-operated LB. So what you do:
you define your objectives (ex, I want to get 500 registered post operated LB and to communicate on the reason to use TG LC instead of any lubricant; let say that you want to give away 25 TGLC and to get back 15 forms fulfilled)you define how to target them (which support, which way) and you message...(I want to see it before)example, I go through the facebook "post-operated LB" with 10'000 followersmy message will "post-operated LBs need a specific lubricant adapted for long term use and to respect your new femininity without risk. 25 tubes of Trans-Gyn Lubri-Care for free to test this exclusive caring lubricant for neo-vagina" Click here before May 15th 2014 to access to our draw! Attractive banner or communication connected to the producta specific page is done to redirect people to the conditions of participation (like we will draw 25 participants the 16th of May 2014. We send the product for free to you against your feedback on the use of the product according to our specific easy to fill form......... Try as well our other products... participate to .... what ever you want them to act for youyou have a ready strategy for the next five contacts to them with for example (always with the products pictures and links to the website. I want to see this before the start as I don't want a last minute badly done letter and support):a first "thank you e-letter" direct after registration telling them that we are very thankful for the time given and we will draw the 25 tubes on May the 16th..., the winner will be personally informed and will get the TG LC by post. Why TG LC is so interesting for the neo-vaginal and for the other LB.... then we show the full range of products and invite the participant to buy the products to our website with a special price (vaucher number system) to thank them for participating... bla bla (return analysis)next contact, did you see our new e-beauty contest? Why don't you take part too and push your friends to do so.... To be beautiful for the picture use our TransCare Body BB cream, a very unique BB cream for the body with a fantastic anti-oxydant. As LB we need specific products.... To try the one you will need, by he two different TCBBB and get one TG LC for free using this vaucher number to our website (return analysis)we just analyzed the evaluation forms of our trying program TG LC. Over the 25 free tubes we gave, we got 15 evaluation's forms. Here are the results and as you can see, 89% of the users are happy or very happy and 96% will continue to use TG LC. Try it too with this special offer (buy one get the second for free if you send us back your evaluation's form). (return analysis)we just got 3 new pharmacies selling the LB-Care products, here is the full list of actual sales points. HELP US, and speak about LB_Care products in you usual pharmacy asking them to get our product...Do you know why TG LC is used by so many LB already? TG LC is not only the ideal lubricant for neo-vagina but it is as well the ideal anal lubricant appreciated for the following qualities...at this stage you have already the next 3 communication elements ready like "here some comments from our TG LC users... they are right because this and that...the evaluating form is ready and use your specific strong points, knowing that you will get good comments. You add typical question like "would you like to continue to use the product with yes or no, if no why; will recommend it to your friend, yes or no, if no why (I want to see it before starting)you send the 25 tubes with a clear letter what to do, how to fulfill the form and you will give another product for free for the one who will return the form in due time (you give a specific date and you remind them at least one week before the return date and 1 day before. You communicate on the other products too)you analyse the forms as soon as you get them so it motivates you on the results. You thank every returned form to the LB who did the job for youwhen the study is finished, you communicate to the 25 users telling them the positives out comes of the study even if they didn't send back the formyou analyse the return to compare to your objectives and define what was well done or what was missing to success and you correct the strategy for the futureif the results are so good, you can use the study on your website and on the other LB groups facebook etc...you communicate this as well to the clinics, the drugstores and pharmacies to enter them. You use it as much as possible!
If you do 5-10 draw for each 3 products with each time 500 to 1000 registrations, you could get between 10 to 20'000 emails and addresses and you will communicate with them like VIPs. This is the basic costumers. Use your imagination to run these testing programs and set all of them in advance with a clear planing. We run until 5 programs together on different supports and objectives. THIS STRATEGY IS VERY TARGETED and, if so, you can use even small groups too if your message fit 200% to their interests. People must think it is designed for them.
So many small quantities of products, well designed approach, ready material and an excellent follow up are key success factors. AND don't ask too much and too much work; nobody wants to give so many private information to a company (ex, when looking at the facebook e-beauty contest, I didn't continue as I had to let you enter my intimacy just to see the page! NO, I WANT TO SEE FIRST AND THEN TO DECIDE! REMEMBER YOU HAVE TO PLEASE YOUR COSTUMERS AND NOT THE OPPOSITE.
Regards
Denis
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