全通翻譯/翻譯社

Marketing, the Wowprime Way

With 12 brands under its umbrella, including Wang Steak and Tasty, Wowprime is Taiwan’s biggest restaurant group. Where multi-brand owners have struggled in a tough economy, Wowprime has sustained growth. Apart from an abortive stab at the U.S. market, the company has seldom put a foot wrong. Indeed, so successful has its juggling act been that its marketing techniques have been documented in a book: “Wowprime — Success with Multiple Brands.” What are these secrets of Wowprime’s success?

Database Marketing 
A form of direct marketing, this approach targets repeat customers. Companies collect and maintain customer data and preferences so that the services can be tailored to individual needs.

Text Message Marketing 
Timing is of the essence here for maximum effect. As well as texting post-meal thank you messages, Wowprime draws on its database of personal information to wish customers a happy birthday or wedding anniversary. The tactic is designed to surprise and delight customers.

Cross-industry Collaboration
Cross-industry collaboration can increase exposure in different channels. Brand positioning, however, is the foremost concern in forging such relationships. Your partner should be among the leading brands in its field with a brand image that will only strengthen your position. An opportune collaboration will create a win-win situation.

王品締造奇蹟的魅力行銷術

旗下擁有王品牛排和西堤牛排在內等 12 個品牌的王品是台灣最大的餐飲集團。當多品牌業者在艱困的景氣中掙扎求生時，王品卻持續成長。撇開嘗試進軍美國市場失利不說，這家公司鮮少失足。的確，王品多管齊下的經營策略是如此成功，以至於其行銷技巧被收錄在《多品牌成就王品》一書當中。王品成功的祕密是什麼呢？

資料庫行銷
這個方法是針對老顧客的一種直效行銷模式。公司會蒐集並維護顧客的資料和喜好，這樣所提供的服務才能迎合個人需求。

簡訊行銷 
為達到最大效益，時機在此至關重要。除了發送餐後致謝簡訊，王品也運用其個人資訊資料庫來祝賀顧客生日或結婚週年快樂。這項策略是設計來讓顧客感到驚喜與愉快。

異業合作
異業合作可增加在不同管道的曝光度。然而，品牌定位在建立這類的關係時仍是首要考量。你的合作對象應是該領域的領導品牌，而其品牌形象就只會強化你的定位。適當的合作能創造雙贏局面。

資料來源：biz 互動英語電子報