香港工業總會 FHKI High Performance Marketing Seminar 20100515 small

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Matthew Kwan, Principal Consultant of Adams (www.adamshk.com) presentation on High Performance Marketing at FHKI 香港工業總會 Seminar on May 15, 2010.

Matthew Kwan, Principal Consultant of Adams (www.adamshk.com) presentation on High Performance Marketing at FHKI 香港工業總會 Seminar on May 15, 2010.

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  • 1. 軟硬兼「銷」 : 實戰篇 【高效宣傳推廣策略及整合行銷傳播攻略】研討會 Matthew Kwan Principal Consultant, Adams Company Limited 2010 年 5 月 15 日
  • 2. DISCLAIMER Copyright © 2010. Adams Company Limited No part of the contents in this material is allowed to reproduce or circulate publicly. Copyright © 2010 Adams Company Limited. All rights reserved.
  • 3. 本研討會介紹 高效推廣宣傳方法 ,透過實戰經驗分享及個案研討, 深化市務推廣策略 ,為企業帶來 最高成本效益 ,在競爭中取勝。 Copyright © 2010 Adams Company Limited. All rights reserved.
  • 4. 內容
    • 成功宣傳指標
    • 企業營銷概覽
    • 選擇適合的宣傳渠道
    • 解說宣傳新方向
    • 實用個案分析
    Copyright © 2010 Adams Company Limited. All rights reserved.
  • 5. 1. 成功宣傳指標 Copyright © 2010 Adams Company Limited. All rights reserved.
  • 6.
    • 成功宣傳在乎
    • 投資回報
    • Return On Investment
    Copyright © 2010 Adams Company Limited. All rights reserved.
  • 7. Copyright © 2010 Adams Company Limited. All rights reserved.
  • 8. 成功宣傳指標 #1 Emotional Copyright © 2010 Adams Company Limited. All rights reserved.
  • 9. 成功品牌 Copyright © 2010 Adams Company Limited. All rights reserved. *All names & brands are property of their respective owners http://www.interbrand.com/best_global_brands.aspx 可口可樂 US$68.7B
  • 10. 品牌 = 印象 / 感覺 Perception! Perceived Value!! 帶給客戶的價值 Copyright © 2010 Adams Company Limited. All rights reserved.
  • 11. 成功品牌 SME
    • S imple 簡單
    • M emorable 易記
    • E xtendable 能擴展
    Copyright © 2010 Adams Company Limited. All rights reserved. *All names & brands are property of their respective owners
  • 12. 成功品牌建立 Copyright © 2010 Adams Company Limited. All rights reserved.
    • 機構形象
      • 機構名稱
      • 會徽
      • 顏色
      • 字體/字型
    • 口號/承諾
    • 品牌定位
    *All names & brands are property of their respective owners
  • 13. 口碑 / 推薦 Word of Mouth 人際網絡 Copyright © 2010 Adams Company Limited. All rights reserved.
  • 14. Copyright © 2010 Adams Company Limited. All rights reserved. * Original idea from Bill Jenson’s Simplicity Course Feel Know Do
  • 15. 成功宣傳指標 #2 Top of Mind Copyright © 2010 Adams Company Limited. All rights reserved.
  • 16. The Mission: The 20’s Challenge Know-Feel-Do 宣傳內容 Copyright © 2010 Adams Company Limited. All rights reserved.
  • 17. 曝光率 Frequency 廣告 / 報導 / 通訊 Copyright © 2010 Adams Company Limited. All rights reserved.
  • 18. 隨處可尋 Easy Access 搜尋器 Search Engines Copyright © 2010 Adams Company Limited. All rights reserved.
  • 19. 成功宣傳指標 #3 Traffic Copyright © 2010 Adams Company Limited. All rights reserved.
  • 20. 展銷會 / 博覽會 Events / Exhibitions 商業配對 Co-opetition! Copyright © 2010 Adams Company Limited. All rights reserved.
  • 21. 旺區 / 旺鋪 ” Shopping Centre” 人流集中地 Copyright © 2010 Adams Company Limited. All rights reserved.
  • 22. 網上目錄 Portals & Directories B2B / Trade Portals Copyright © 2010 Adams Company Limited. All rights reserved.
  • 23. 成功宣傳指標 #4 Website Copyright © 2010 Adams Company Limited. All rights reserved.
  • 24. Website 網站已成為現今任何公司向外宣傳成功的關鍵 Copyright © 2010 Adams Company Limited. All rights reserved.
  • 25. 4C 成功網站必殺技 * Copyright © 2010 Adams Company Limited. All rights reserved. C ustomer Oriented 以客為本 C ontextual Content 客戶導向內容 C ommunity 建立支持網絡 C all To Action 鼓勵行動 Read more about 4C 網站必剎技 on http://e-campaign.blogspot.com/2008/07/websites-are-so-important-to-make-e.html
  • 26. 2. 企業營銷概覽 Copyright © 2010 Adams Company Limited. All rights reserved.
  • 27. 市務人員基本法
    • Sales : 帶動生意 ( 或服務 ) 能發展
    • R&D : 研究持續發展的方向
    • Branding : 建立機構或企業形象
    Copyright © 2010 Adams Company Limited. All rights reserved.
  • 28. 企業營銷概覽 Copyright © 2010 Adams Company Limited. All rights reserved. Sales & Marketing Sales Marketing Direct Sales Channel Sales Branding Public Relations Advertising Marketing Comm. (Marcom) Sales Program Partner Program Events Alliance / Partner Marketing Programs Market Research
  • 29. Think like your CUSTOMERS ! Copyright © 2010 Adams Company Limited. All rights reserved.
  • 30. 3. 選擇適合的宣傳渠道 Copyright © 2010 Adams Company Limited. All rights reserved.
  • 31. 掌握你的生意基礎 : 5C 而後行 * Copyright © 2010 Adams Company Limited. All rights reserved. *Read more about 5C 而後行 on http://adamshk.blogspot.com/2007/12/5cs.html Costs 成本 Channels 渠道 Complementors 雙贏伙伴 Competitors 競爭對手 Customers 客戶 5C 而後行
  • 32. 如何鎖定宣傳推廣渠道 Copyright © 2010 Adams Company Limited. All rights reserved. 報紙 / 雜誌 電視 / 電台 戶外 巴士 / 電車 / 港鐡 互聯網 合作伙伴 其他… *All names & brands are property of their respective owners
  • 33. 宣傳內容 / 定位更重要 MESSAGE is more important than Channels Copyright © 2010 Adams Company Limited. All rights reserved.
  • 34. 商業客戶 Vs 零售客戶 Copyright © 2010 Adams Company Limited. All rights reserved.
  • 35. 4. 解說宣傳新方向 Copyright © 2010 Adams Company Limited. All rights reserved.
  • 36. Copyright © 2010 Adams Company Limited. All rights reserved. 寬頻上網 Broadband Access 206 萬 * Household with Broadband 81.4%* *Source: Jan 2010 http://www.ofta.gov.hk/en/datastat/key_stat.html
  • 37. Copyright © 2010 Adams Company Limited. All rights reserved. 2.5G & 3G 手機用戶 500 萬 * *Source: Dec 2009 http://www.ofta.gov.hk/en/datastat/key_stat.html
  • 38. Copyright © 2009 Matthew Kwan. All rights reserved. e-Mails SMS 3G e 世代 溝通網絡
  • 39. 香港最高排名網站
    • Yahoo.com
    • facebook.com
    • Youtube.com
    • Google.com.hk
    • Discuss.com.hk
    • Live.com
    • Uwants.com
    • Google.com
    • Nextmedia.com
    • Tvb.com
    • Hkjc.com
    • Blogger.com
    • Wikipedia.org
    • Baidu.com
    • msn.com
    • On.cc
    • Xanga.com
    • Hkgolden.com
    • Taobao.com
    • Youku.com
    Copyright © 2010 Adams Company Limited. All rights reserved. *All names & brands are property of their respective owners
  • 40. 網上宣傳渠道 e-Marketing Channels Copyright © 2010 Adams Company Limited. All rights reserved. Search Engine Optimization Search Engine Marketing e-Mails Display Banner Ad. Social Media
  • 41. Copyright © 2010 Adams Company Limited. All rights reserved.
  • 42. facebook: Over 400 million users since it was founded in 2004 Copyright © 2010 Adams Company Limited. All rights reserved.
  • 43. Copyright © 2010 Adams Company Limited. All rights reserved. Source: http://blog.sysomos.com/2010/01/14/exploring-the-use-of-twitter-around-the-world/ over 75 * million by the end of 2009. 6.2 million/m growth * According to a study by RJMetrics published in January 2010 in Computer World magazine
  • 44. Copyright © Matthew Kwan 2010.
  • 45. Copyright © 2010 Adams Company Limited. All rights reserved. Dell generated US$3M* through Twitter in 2 years Source:http://en.community.dell.com/blogs/direct2dell/archive/2009/06/11/delloutlet-surpasses-2-million-on-twitter.aspx
  • 46. Copyright © 2010 Adams Company Limited. All rights reserved. 3 Million Hits in a few days!
  • 47. Copyright © Matthew Kwan 2010. From family business to $60M business* *http://www.clarelancaster.com.au/social-media-case-study-cinderella-wine.html
  • 48. Copyright © 2010 Adams Company Limited. All rights reserved.
  • 49. 如何開始網上宣傳… Copyright © 2010 Adams Company Limited. All rights reserved. 1. Website 2. Messaging 6. Alliances 5. Customers Databases 3. Newsletters
      • 4. Online
      • Advertising
    $
  • 50. The Beauty of e-Marketing is INTERACTIVE Copyright © 2010 Adams Company Limited. All rights reserved.
  • 51. 量度網上宣傳成果 e-Marketing Success Measurements Copyright © 2010 Adams Company Limited. All rights reserved. Sales Oriented Community Building Affiliated Websites (Awareness/ Branding?)
  • 52. 整體互動策略 Overall Integrated Strategy Copyright © 2010 Adams Company Limited. All rights reserved. 搜尋器 Search Engine (SEO) & (SEM) Increase Online Presence Generate Sales Build Members Community Support All Sales Campaigns 社交網站 Social Network
  • 53. IDEAL* 策略
    • I – Identify Your Customers 對準目標
    • D – Decide Your Budget 確立預算
    • E – Experiment Your Options 勇於嘗試
    • A – Assess Your Results 評核結果
    • L – Leverage Others 借力打力
    Copyright © 2010 Adams Company Limited. All rights reserved. * Source: Maximizing dollars on Web marketing – SME primer by Matthew Kwan 2007 on http://adamshk.blogspot.com
  • 54. 總結及回應
    • A lliances – 尋找伙伴、共同推廣
    • B enefits – 標榜好處、多於功能
    • C oncentrate – 專注最大、投資回報
    • D ynamics – 協同效應、威力無限
    • E nvironment – 市場變化、隨時應變
    Copyright © 2010 Adams Company Limited. All rights reserved.
  • 55. Thank You! Enquiries [email_address] +852 2723 9977 For more details, please visit www.adamshk.com www.twitter.com/adams_hk blog.adamhk.com e-campaign.blogspot.com facebook.com/adamshk Copyright © 2010 Adams Company Limited. All rights reserved.