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

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

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.

成功宣傳在乎
投資回報
Return On Investment

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

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

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

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

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

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

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

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

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

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

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

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

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.

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

by Adams Company Limited on May 18, 2010

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