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为活跃客户新招频出
送月饼、送话费、免费骑行
北京一家上市券商品牌宣传部门的一位工作人员对《证券日报》记者表示,相对于经纪业务、投行业务等最赚钱的业务,券商推广短期理财产品更在乎的是增强用户粘性和提升客户的活跃度。而今年以来券商在这方面除了使用传统的营销方式外,还开辟了很多新的玩法,如抽奖、为假期出游客户送上网流量、答题送月饼、推出模拟炒股的社交游戏、免费骑行共享单车等等。
以国元证券为例,该公司推出的中秋节活动中,只要在指定时间内成功开户并购买其新户专项理财产品,就可以领取月饼礼盒、自拍杆、蓝牙音箱、美眼仪或者80元话费,五选一。而平安证券的假期活动则更加贴心,首次绑定微信的账户可以获赠1G的上网流量。
据记者统计,除了送月饼、送话费、送上网流量等活动外,更多的券商选择送客户免费骑行共享单车。8月份就有28家券商加入和摩拜单车或小黄车合作赠送月卡的活动,包括平安证券、东海证券在内的15家券商在本月继续推广这一活动,方便客户在国庆节长假期间出行。
对此,有业内人士分析,券商与共享单车企业合作的玩法既可以回馈客户,又有助于这些券商的公众号“吸粉”。 记者查询发现,券商在微信公众号上发布的送共享单车月卡的推文都收获了不错的阅读量,多家券商的此类推文阅读量过万,显著高于其他稿件。
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