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
DISCLAIMER   Copyright © 2010.  Adams Company Limited No part of the contents in this material is allowed to reproduce or ...
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 reserv...
內容 <ul><li>成功宣傳指標 </li></ul><ul><li>企業營銷概覽 </li></ul><ul><li>選擇適合的宣傳渠道 </li></ul><ul><li>解說宣傳新方向 </li></ul><ul><li>實用個案分析 ...
1.  成功宣傳指標 Copyright © 2010 Adams Company Limited.  All rights reserved.
<ul><li>成功宣傳在乎 </li></ul><ul><li>投資回報 </li></ul><ul><li>Return On Investment </li></ul>Copyright © 2010 Adams Company Limi...
Copyright © 2010 Adams Company Limited.  All rights reserved.
成功宣傳指標  #1 Emotional Copyright © 2010 Adams Company Limited.  All rights reserved.
成功品牌 Copyright © 2010 Adams Company Limited.  All rights reserved. *All names & brands are property of their respective ow...
品牌  =  印象 / 感覺  Perception! Perceived Value!! 帶給客戶的價值 Copyright © 2010 Adams Company Limited.  All rights reserved.
成功品牌  SME <ul><li>S imple  簡單 </li></ul><ul><li>M emorable  易記 </li></ul><ul><li>E xtendable  能擴展 </li></ul>Copyright © 20...
成功品牌建立 Copyright © 2010 Adams Company Limited.  All rights reserved. <ul><li>機構形象 </li></ul><ul><ul><li>機構名稱 </li></ul></u...
口碑  /  推薦 Word of Mouth 人際網絡 Copyright © 2010 Adams Company Limited.  All rights reserved.
Copyright © 2010 Adams Company Limited.  All rights reserved. * Original idea from Bill Jenson’s Simplicity Course Feel Kn...
成功宣傳指標  #2 Top of Mind Copyright © 2010 Adams Company Limited.  All rights reserved.
The Mission:  The 20’s Challenge Know-Feel-Do  宣傳內容 Copyright © 2010 Adams Company Limited.  All rights reserved.
曝光率 Frequency   廣告 /  報導  / 通訊 Copyright © 2010 Adams Company Limited.  All rights reserved.
隨處可尋 Easy Access 搜尋器  Search Engines Copyright © 2010 Adams Company Limited.  All rights reserved.
成功宣傳指標  #3 Traffic Copyright © 2010 Adams Company Limited.  All rights reserved.
展銷會  /  博覽會 Events / Exhibitions 商業配對  Co-opetition! Copyright © 2010 Adams Company Limited.  All rights reserved.
旺區  /  旺鋪 ” Shopping Centre” 人流集中地 Copyright © 2010 Adams Company Limited.  All rights reserved.
網上目錄 Portals &  Directories B2B / Trade Portals Copyright © 2010 Adams Company Limited.  All rights reserved.
成功宣傳指標  #4  Website Copyright © 2010 Adams Company Limited.  All rights reserved.
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.
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...
2.  企業營銷概覽 Copyright © 2010 Adams Company Limited.  All rights reserved.
市務人員基本法 <ul><li>Sales :  帶動生意  ( 或服務 )  能發展 </li></ul><ul><li>R&D :  研究持續發展的方向 </li></ul><ul><li>Branding :  建立機構或企業形象 </l...
企業營銷概覽 Copyright © 2010 Adams Company Limited.  All rights reserved. Sales & Marketing Sales Marketing Direct Sales Channe...
Think like your  CUSTOMERS ! Copyright © 2010 Adams Company Limited.  All rights reserved.
3.  選擇適合的宣傳渠道 Copyright © 2010 Adams Company Limited.  All rights reserved.
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://adam...
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...
宣傳內容 / 定位更重要 MESSAGE   is more important than Channels Copyright © 2010 Adams Company Limited.  All rights reserved.
商業客戶  Vs  零售客戶 Copyright © 2010 Adams Company Limited.  All rights reserved.
4.  解說宣傳新方向 Copyright © 2010 Adams Company Limited.  All rights reserved.
Copyright © 2010 Adams Company Limited.  All rights reserved. 寬頻上網  Broadband Access 206 萬 * Household with Broadband  81....
Copyright © 2010 Adams Company Limited.  All rights reserved. 2.5G & 3G  手機用戶 500 萬 * *Source: Dec 2009 http://www.ofta.go...
Copyright © 2009 Matthew Kwan.  All rights reserved. e-Mails SMS 3G e  世代 溝通網絡
香港最高排名網站 <ul><li>Yahoo.com </li></ul><ul><li>facebook.com </li></ul><ul><li>Youtube.com </li></ul><ul><li>Google.com.hk </...
網上宣傳渠道  e-Marketing Channels Copyright © 2010 Adams Company Limited.  All rights reserved. Search Engine Optimization Sear...
Copyright © 2010 Adams Company Limited.  All rights reserved.
facebook: Over 400 million users  since it was founded in 2004 Copyright © 2010 Adams Company Limited.  All rights reserved.
Copyright © 2010 Adams Company Limited.  All rights reserved. Source: http://blog.sysomos.com/2010/01/14/exploring-the-use...
Copyright © Matthew Kwan 2010.
Copyright © 2010 Adams Company Limited.  All rights reserved. Dell generated US$3M*  through Twitter in 2 years Source:htt...
Copyright © 2010 Adams Company Limited.  All rights reserved. 3 Million  Hits in a few days!
Copyright © Matthew Kwan 2010. From family business to  $60M  business* *http://www.clarelancaster.com.au/social-media-cas...
Copyright © 2010 Adams Company Limited.  All rights reserved.
如何開始網上宣傳… Copyright © 2010 Adams Company Limited.  All rights reserved. 1. Website 2. Messaging 6. Alliances 5. Customers ...
The Beauty of e-Marketing is INTERACTIVE Copyright © 2010 Adams Company Limited.  All rights reserved.
量度網上宣傳成果 e-Marketing Success Measurements Copyright © 2010 Adams Company Limited.  All rights reserved. Sales Oriented Com...
整體互動策略 Overall Integrated Strategy Copyright © 2010 Adams Company Limited.  All rights reserved. 搜尋器  Search Engine (SEO) ...
IDEAL*   策略 <ul><li>I   – Identify Your Customers  對準目標 </li></ul><ul><li>D  – Decide Your Budget  確立預算 </li></ul><ul><li>...
總結及回應 <ul><li>A lliances –  尋找伙伴、共同推廣 </li></ul><ul><li>B enefits –  標榜好處、多於功能 </li></ul><ul><li>C oncentrate –  專注最大、投資回報...
Thank You! Enquiries [email_address] +852 2723 9977 For more details, please visit www.adamshk.com www.twitter.com/adams_h...
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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.

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

  1. 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. 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. 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. 4. 內容 <ul><li>成功宣傳指標 </li></ul><ul><li>企業營銷概覽 </li></ul><ul><li>選擇適合的宣傳渠道 </li></ul><ul><li>解說宣傳新方向 </li></ul><ul><li>實用個案分析 </li></ul>Copyright © 2010 Adams Company Limited. All rights reserved.
  5. 5. 1. 成功宣傳指標 Copyright © 2010 Adams Company Limited. All rights reserved.
  6. 6. <ul><li>成功宣傳在乎 </li></ul><ul><li>投資回報 </li></ul><ul><li>Return On Investment </li></ul>Copyright © 2010 Adams Company Limited. All rights reserved.
  7. 7. Copyright © 2010 Adams Company Limited. All rights reserved.
  8. 8. 成功宣傳指標 #1 Emotional Copyright © 2010 Adams Company Limited. All rights reserved.
  9. 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. 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. 11. 成功品牌 SME <ul><li>S imple 簡單 </li></ul><ul><li>M emorable 易記 </li></ul><ul><li>E xtendable 能擴展 </li></ul>Copyright © 2010 Adams Company Limited. All rights reserved. *All names & brands are property of their respective owners
  12. 12. 成功品牌建立 Copyright © 2010 Adams Company Limited. All rights reserved. <ul><li>機構形象 </li></ul><ul><ul><li>機構名稱 </li></ul></ul><ul><ul><li>會徽 </li></ul></ul><ul><ul><li>顏色 </li></ul></ul><ul><ul><li>字體/字型 </li></ul></ul><ul><li>口號/承諾 </li></ul><ul><li>品牌定位 </li></ul>*All names & brands are property of their respective owners
  13. 13. 口碑 / 推薦 Word of Mouth 人際網絡 Copyright © 2010 Adams Company Limited. All rights reserved.
  14. 14. Copyright © 2010 Adams Company Limited. All rights reserved. * Original idea from Bill Jenson’s Simplicity Course Feel Know Do
  15. 15. 成功宣傳指標 #2 Top of Mind Copyright © 2010 Adams Company Limited. All rights reserved.
  16. 16. The Mission: The 20’s Challenge Know-Feel-Do 宣傳內容 Copyright © 2010 Adams Company Limited. All rights reserved.
  17. 17. 曝光率 Frequency 廣告 / 報導 / 通訊 Copyright © 2010 Adams Company Limited. All rights reserved.
  18. 18. 隨處可尋 Easy Access 搜尋器 Search Engines Copyright © 2010 Adams Company Limited. All rights reserved.
  19. 19. 成功宣傳指標 #3 Traffic Copyright © 2010 Adams Company Limited. All rights reserved.
  20. 20. 展銷會 / 博覽會 Events / Exhibitions 商業配對 Co-opetition! Copyright © 2010 Adams Company Limited. All rights reserved.
  21. 21. 旺區 / 旺鋪 ” Shopping Centre” 人流集中地 Copyright © 2010 Adams Company Limited. All rights reserved.
  22. 22. 網上目錄 Portals & Directories B2B / Trade Portals Copyright © 2010 Adams Company Limited. All rights reserved.
  23. 23. 成功宣傳指標 #4 Website Copyright © 2010 Adams Company Limited. All rights reserved.
  24. 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. 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. 26. 2. 企業營銷概覽 Copyright © 2010 Adams Company Limited. All rights reserved.
  27. 27. 市務人員基本法 <ul><li>Sales : 帶動生意 ( 或服務 ) 能發展 </li></ul><ul><li>R&D : 研究持續發展的方向 </li></ul><ul><li>Branding : 建立機構或企業形象 </li></ul>Copyright © 2010 Adams Company Limited. All rights reserved.
  28. 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. 29. Think like your CUSTOMERS ! Copyright © 2010 Adams Company Limited. All rights reserved.
  30. 30. 3. 選擇適合的宣傳渠道 Copyright © 2010 Adams Company Limited. All rights reserved.
  31. 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. 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. 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. 34. 商業客戶 Vs 零售客戶 Copyright © 2010 Adams Company Limited. All rights reserved.
  35. 35. 4. 解說宣傳新方向 Copyright © 2010 Adams Company Limited. All rights reserved.
  36. 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. 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. 38. Copyright © 2009 Matthew Kwan. All rights reserved. e-Mails SMS 3G e 世代 溝通網絡
  39. 39. 香港最高排名網站 <ul><li>Yahoo.com </li></ul><ul><li>facebook.com </li></ul><ul><li>Youtube.com </li></ul><ul><li>Google.com.hk </li></ul><ul><li>Discuss.com.hk </li></ul><ul><li>Live.com </li></ul><ul><li>Uwants.com </li></ul><ul><li>Google.com </li></ul><ul><li>Nextmedia.com </li></ul><ul><li>Tvb.com </li></ul><ul><li>Hkjc.com </li></ul><ul><li>Blogger.com </li></ul><ul><li>Wikipedia.org </li></ul><ul><li>Baidu.com </li></ul><ul><li>msn.com </li></ul><ul><li>On.cc </li></ul><ul><li>Xanga.com </li></ul><ul><li>Hkgolden.com </li></ul><ul><li>Taobao.com </li></ul><ul><li>Youku.com </li></ul>Copyright © 2010 Adams Company Limited. All rights reserved. *All names & brands are property of their respective owners
  40. 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. 41. Copyright © 2010 Adams Company Limited. All rights reserved.
  42. 42. facebook: Over 400 million users since it was founded in 2004 Copyright © 2010 Adams Company Limited. All rights reserved.
  43. 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. 44. Copyright © Matthew Kwan 2010.
  45. 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. 46. Copyright © 2010 Adams Company Limited. All rights reserved. 3 Million Hits in a few days!
  47. 47. Copyright © Matthew Kwan 2010. From family business to $60M business* *http://www.clarelancaster.com.au/social-media-case-study-cinderella-wine.html
  48. 48. Copyright © 2010 Adams Company Limited. All rights reserved.
  49. 49. 如何開始網上宣傳… Copyright © 2010 Adams Company Limited. All rights reserved. 1. Website 2. Messaging 6. Alliances 5. Customers Databases 3. Newsletters <ul><ul><li>4. Online </li></ul></ul><ul><ul><li>Advertising </li></ul></ul>$
  50. 50. The Beauty of e-Marketing is INTERACTIVE Copyright © 2010 Adams Company Limited. All rights reserved.
  51. 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. 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. 53. IDEAL* 策略 <ul><li>I – Identify Your Customers 對準目標 </li></ul><ul><li>D – Decide Your Budget 確立預算 </li></ul><ul><li>E – Experiment Your Options 勇於嘗試 </li></ul><ul><li>A – Assess Your Results 評核結果 </li></ul><ul><li>L – Leverage Others 借力打力 </li></ul>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. 54. 總結及回應 <ul><li>A lliances – 尋找伙伴、共同推廣 </li></ul><ul><li>B enefits – 標榜好處、多於功能 </li></ul><ul><li>C oncentrate – 專注最大、投資回報 </li></ul><ul><li>D ynamics – 協同效應、威力無限 </li></ul><ul><li>E nvironment – 市場變化、隨時應變 </li></ul>Copyright © 2010 Adams Company Limited. All rights reserved.
  55. 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.
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