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《首席营销官》6月封面文章在最近富国银行推出的“第一份薪水支票”电视广告中,一个西班牙裔的女孩激动地向她的家人展示印有富国银行标志的支票。赚得“第一份薪水支票”的主题,以及需要开立支票账户的需求,都是富国银行“普世真理”的一部分,很容易取得目标顾客的共鸣。“普世真理”是富国银行全市场营销战略(Total Market Approach,TMA)的核心。全市场营销战略主要是基于“普世真理”——追求更好的教育,照顾好家
Chief Marketing Officer June Cover Article In a recent “First Pay Check ” TV commercial by Wells Fargo, a Hispanic girl excitedly showed her family a check bearing the Wells Fargo logo. The subject of earning a “first salary check” and the need to open a checking account are all part of Wells Fargo’s “Universal Truth,” and it is easy to get the sympathy of the target customer. “Universal Truth ” is the heart of Wells Fargo’s Total Market Approach (TMA). The overall marketing strategy is based on “universal truth ” - the pursuit of better education, take good care of the family