Razor Brand Agency business acceleration seminar 2011

The need to integrate yourbranding with BRANDINGcommunications andtechnology to maximise yourefforts and ROI BUSINESS INTELLIGENCE COMMUNICATION TECHNOLOGY MARKETING© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 33

In the heart of every Business there are Customers... AND EVERY BUSINESS NEEDS THEM…© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 44

BUILDING YOUR DATABASE | BUILDING YOUR BUSINESSYour database Print-Blog or Email to drive trafficYour asset… Register and Win a to subscribe forms prize competition Gives something away DATA CAPTURE / CRM© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 55

5 KEY POINTS TO ACHIEVE MASSIVE MARKET SHARE AND ACCELERATE YOUR BUSINESS 1.  Website that works 2.  Tactical Search Engine Ranking 3.  Database Growth Strategy 4.  Data Mining & Targeted Email Marketing 5.  Social Media Marketing© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 66

1 – Building a Website that generate results© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 77

Forget about the technology the 500 year old principles still apply. Your visitors want to know: 1.  Do you have what I want? 2.  Should I get it from you? And of course they need to be absolutely convinced that you have the right solution for their needs, and that they can trust your company.© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 88

The Online Decision Process VALUE REDUCING RISKS CREDIBILITY 1.  The base price 1.  Guarantees - if I dont like it, 1.  Industry or media awards 2.  The properly configured "out I can get my money back. (editors choice, fastest- the door" price 2.  Policies - they have a no- growing company) 3.  FREE shipping or installation hassle return policy. 2.  Media coverage (mentions 4.  Exchange and return policies 3.  Alternative transaction in mainstream press, 5.  Ease of use mechanisms - I can also websites, or blogs) 6.  Availability status and complete my transaction 3.  Inclusion in industry analyst delivery date guarantees on the phone, by mail, or in reports 7.  Service plans and options person. 4.  Endorsements from 8.  Ongoing costs to operate 4.  Trials and introductory individuals and associations and maintain offers - if I dont like it, I can 5.  Partnerships with other 9.  Convenient locations cancel before they charge respected companies 10. Support team my credit card. 6.  Studies and surveys (market 11. Performance or level-of- 5.  Safe shopping symbols - my share, customer service guarantees personal information will satisfaction) not be stolen. 7.  Client lists and logos 6.  Privacy symbols - I will not 8.  Case studies be spammed by this 9.  User testimonials and company, and my e-mail reviews wont be sold to spammers.© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 99

A POWERFUL WEB PRESENCE: 1.  Must be a web 2.0 look and feel (Year 2000 was 11 years ago) 2.  Must integrate with data capture (booking engine/ CRM) 3.  Must have a Content Management System (CMS) so you can make instant changes 4.  Must have SEO integrated with “True Name URL” 5.  Must have registration form to join VIP list 6.  Must have Search facility 7.  Must leverage from the world Instant switch to a different language 8.  Must have Social Bookmarks on each pages to build brand advocacy 9.  Must link to Social media sites (Facebook, Twitter) 10. Must deliver the right calls to actions© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 10 10

2 – Tactical Search Engines Ranking© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 11 11

Baidu, Ask, 0.75%UNDERSTANDING WHO IS DOING 3.16% AOL , Other,WHAT? Bing, 0.49% 0.30% 3.24%This data was collected by “Market Share” a leading Yahoo,resource of Internet behaviour and gathers data 6.19%from approximately 160 million visitors per month.The top global search engine for the month of May2010 according to Market Share is the search giantGoogle with 84.80% of global searches. Yahoo camein second with 6.19%, Bing took third with 3.24%,Baidu (a Chinese and Japanese search engine)captured fourth with 3.16% and Ask rounded off thetop five with .75% of the world’s search enginemarket share.Global Search Engine Market ShareMarket Share by Net Applications is headquarteredin Aliso Viejo, California. The company statistics havebeen utilized by leading companies including: The Google,New York Times, The Wall Street Journal, Forbes, 84.80%InformationWeek and more.© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 12 12

SEARCH ENGINE TACTICAL APPROACH 1.  Gaining maximum search engine visibility 2.  Use natural search criteria to optimize 3.  Create URL’s with relevancy for natural searches 4.  Use localized domains to increase the relevancy and the ranking 5.  Promote every you can under their own “Micro Site” and URL© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 13 13

MOST LIKELY CURRENT SITUATION 1 Web Address with 10 sub links Search Engines Activity 1 Activity 2 MAIN WEBSITE Activity 3 Activity 4 Activity 5 Pro Con Activity 6 Easy management Hard to find Activity 7 No SEO or SMO value Activity 8 No added value when searching in the country (.com is not recognized and Google only rank Activity 9 a few pages from 1 domain Activity 10 Impossible to directly promote © 2011 Razor Brand Agency Pty Ltd, AllDatabase acquisition in Confidence No Rights Reserved, Commercial© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 14 14

PROPOSED SOLUTION 10 times more chances to sell6 Web Addresses specific to their ownlocation with sub links fully optimisedwith web 2.0 bookmarks and data Activity 1capture tool to build the database,drive more traffic and more Activity 2reservations Activity 3 Activity 4 Search Engines MAIN WEBSITE Activity 5 Activity 6 Activity 7 Activity 8 Activity 9 Activity 10THE PROS:Being listed at the top of the natural or "organic" search results is the "Holy Grail" for anybusiness. Why? You get 10 times more traffic, and its free!© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 15 15

DATABASE GROWTH STRATEGY 1.  A competition with an amazing prize 2.  Encourage clients to register wherever they are 1.  At counter 2.  In office 3.  In store 4.  On print 3.  Purchase a database 4.  Build a referral Program 5.  Provide a free gift on social websites 6.  Build a cross promotion campaign with a non competitive partner 7.  Constantly advertise a call to actions The Secret: Make it attractive© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 17 17

Razor CRM System Registration FormBusinessEmails Welcome Email Voucher with unique offer to direct traffic toWebsites area of choice DatabaseSocial Sites Data MiningOnline Lists CreationAdvertising EDM OffersPrint TargetedAdvertising Customer New Business© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 18 18

Next Page is a sample of one of Razor Campaigns organized for Lindt Chocolate with a $20,000 holiday prize offered by P&O© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 19 19

Campaign Materials To be displayed with Lindt on: Postcards Posters Web Buttons Banner on emails Facebook Fan Page Twitter Blogger Sites Review Sites Social Bookmarks© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 20 20

Website Registration P&O Database Stores Postcard Razor Email System Website Email Campaigns New Bookings Social Sites© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 23 23

4 – Database consolidation Data Mining Targeted Email Marketing Campaigns© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 24 24

DATABASE CONSOLIDATION 1. Import each databases a centralised system 2. Create lists 3. Verify you data integrity check 4. Review your reports 5. Understand your client reactions to your communications© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 25 25

DATA MINING The art of communicating relevant information to each of your guests in order to maximize sales and opportunities by displaying professionalism and care What you must do? 1.  Creation of sub lists using “Filter System” such as the Razor technology© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 26 26

DATA MINING EXAMPLE •  Length of stay •  Purpose of stay (leisure, business, holidays) •  Socio Demographic •  Income/Position/Job •  Hotel Preferences •  Personal interest –  Spa –  Pool/Fitness –  Food –  Club –  Shopping© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 27 27

Each EDM to be targeted to a specific list with a unique offer related toa particular activityExample: Razor E-Newsletter System List 1 List 2 List 3 List 4 List 5 EDM Offer EDM Offer EDM Offer EDM Offer EDM Offer Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 28 28

KEY BENEFITS OF TARGETED EMAIL MARKETING 1.  Target clients and prospects according to their preferences 2.  Stimulate call to actions with relevant offers 3.  Generate revenues by leveraging existing and unused client databases. 4.  Keep your clients aware of all the latest happenings 5.  Increase your Business market share by being proactive 6.  Quicker and more affordable communication 7.  Immediate tracking and instant measurable results 8.  Personalisation of your campaigns with consistent branding 9.  The "buzz" factor - users can share the message with others at the click of a button 10.  Sell and up-sell to prospects and existing clients© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 29 29

Unique EDM for each activity can easily be managed with the Razor Email SystemHotel 1 Razor Email System DatabaseHotel 2Hotel 3 Hotel ListHotel 4 TargetedHotel 5 CustomerHotel 6 EDM Offers New BusinessHotel 7Hotel 8© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 30 30

More than just sending anemail. This is Businessintelligence in a box.You always know who isinterested and who isinterested by what.Perfect for pre-testingyour products and eventslaunches.You stay in control with24/7 access to verycomprehensive reports© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 31 31

Powerful Statistics• Number of emails received• Number of email opened• Links clicked (Unique vs.Total)• Who actually clicked links• Click through rate as %• Forward to Friend Activity• Un-subscribers and bouncedemails• Number of profile updates• And so much more…All statistical data can bedownloaded as Exceldocument© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 32 32

A world classdesign teamhaving worked forsome of thelargest brands inthe hotel industry.© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 33 33

The Rock Stars and Cash Machines Facebook’s recent mind Started in November 2008. With a market cap of just blowing valuation of $50 billion Groupons revenue is about $50 under $200 billion, theres not when Goldman Sachs invested million a month - lets say it a ton of upside available - as $500 million, Macy said the generates $500 million in revenue trees dont grow to the sky. reason this is happening is that this year. It grew 890 percent from Yet as long as people start Facebook’s users keep growing September 2009 to September 2010. their internet experience with from 500 million just last a Lets say its growth slows to 100 Google, Adwords will keep month or two ago to almost percent a year, so it hits $2 billion in humming, and this cash cow 600 million users today revenue by 2012. should provide reasonable enough support for Googles stock price.© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 35 35

A social life difficult to manage but efficient to grow your network One on one conversation or one to many© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 36 36

1. Make it easy to share 2. Understand your audience 3. Create interesting content 4. Build your niche 5. Dominate your market with your USP/ UVP 6. Optimise all your digital assets© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 38 38

Recipe for Social Media Marketing Success: Multiply to leverage It is not about the readers but about presence density© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 39 39

Build a Social Media Distribution SystemPower of one hundred – 100 times more chances to sell Creative Copywriters Team Distribution Blogger 1 Blogger 2 Blogger 3 Blogger 4 Blogger 5 Multiply by 10 10 Social Websites 10 Social Websites 10 Social Websites 10 Social Websites 10 Social Websites Multiply by 10 10 Social Bookmarks 10 Social Bookmarks 10 Social Bookmarks 10 Social Bookmarks 10 Social Bookmarks© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 40 40

YOUR UNPARALLELED DIGITAL COMPETITIVE EDGE1.  Create your unique DNA aligned with your brand strategy and company direction2.  Write one article per week per activity = 8 articles3.  Five (5) Corporate Bloggers with 8 adaptation of the same article (cannot repeat twice the same content) = 40 articles4.  Each Corporate Blogger using 10 major Social website each to post their own articles = 40 articles x 10 Social Websites = 400 articles disseminated on Social Websites5.  Each Article in each Social Website to be bookmark in 10 Major Social Bookmarks = 400 articles x 10 Social Bookmarks = 4,000 reference of the articles pointing back to reservation system or registration formsTherefore total Internet domination for anything happening in your business.© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 41 41

IMMEDIATE BENEFITS 1.  Communicate your activities and promotions to everyone 2.  Increase the Search Engine Ranking (every articles link back to a page of your website) 3.  Create opportunities and build your database with registration forms and incentives 4.  Make sales with links back to your booking engines© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 42 42

Social Media Websites Marketing Targeted Search Email Engines Campaigns Data Database Mining Growth© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 44 44

ACTION PLAN - 3 easy steps STRATEGY IMPLEMENTATION CONSISTENCY • Concept (UVP /USP) • Smart Design • Email Newsletters • Technology • Website Updates • Data Capture • Blogger Updates • SMO updates© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 45 45

THANK YOU FOR WATCHING Now… just imagine this entire strategy rolled out for your business! What a difference it would make… WE ARE THE EXPERTS, SO IF YOU WANT MORE SALES SIMPLY CONTACT US: RAZOR BRAND AGENCY www.razorbrandagency.com Email: info@razorbrandagency.com© 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence © 2011 Razor Brand Agency Pty Ltd, All Rights Reserved, Commercial in Confidence 46 46

Razor Brand Agency business acceleration seminar 2011

by Razor Brand Agency Pty Ltd on Jan 24, 2011

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