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

軟硬兼「銷」軟硬兼「銷」 : : 實戰實戰篇篇軟硬兼「銷」軟硬兼「銷」 : : 實戰實戰篇篇

【高效宣傳推廣策略及整合行銷傳播攻略】研討會【高效宣傳推廣策略及整合行銷傳播攻略】研討會【高效宣傳推廣策略及整合行銷傳播攻略】研討會【高效宣傳推廣策略及整合行銷傳播攻略】研討會

Matthew KwanMatthew KwanPrincipal Consultant, Principal Consultant,

Adams Company LimitedAdams Company Limited20102010 年年 55 月月 1515 日日

Matthew KwanMatthew KwanPrincipal Consultant, Principal Consultant,

Adams Company LimitedAdams Company Limited20102010 年年 55 月月 1515 日日

DISCLAIMER

Copyright © 2010. Adams Company Limited

No part of the contents in this material is allowed to reproduce or circulate publicly.

DISCLAIMER

Copyright © 2010. Adams Company Limited

No part of the contents in this material is allowed to reproduce or circulate publicly.

22Copyright © 2010 Adams Company Limited. All rights reserved.Copyright © 2010 Adams Company Limited. All rights reserved.

Copyright © 2010 Adams Company Limited. All rights reserved.Copyright © 2010 Adams Company Limited. All rights reserved. 33

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。

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。

內容內容

1. 成功宣傳指標2. 企業營銷概覽3. 選擇適合的宣傳渠道4. 解說宣傳新方向5. 實用個案分析

1. 成功宣傳指標2. 企業營銷概覽3. 選擇適合的宣傳渠道4. 解說宣傳新方向5. 實用個案分析


1. 成功宣傳指標1. 成功宣傳指標



成功宣傳在乎

投資回報Return On Investment

成功宣傳在乎

投資回報Return On Investment


成功宣傳指標 #1

Emotional


EmotionalCopyright © 2010 Adams Company Limited. All rights reserved.Copyright © 2010 Adams Company Limited. All rights reserved. 88


成功品牌成功品牌

*All names & brands are property of their respective owners*All names & brands are property of their respective owners

http://www.interbrand.com/best_global_brands.aspxhttp://www.interbrand.com/best_global_brands.aspx

可口可樂可口可樂US$68.7BUS$68.7B


品牌 = 印象 / 感覺 Perception!

Perceived Value!!帶給客戶的價值

品牌 = 印象 / 感覺 Perception!

Perceived Value!!帶給客戶的價值


成功品牌 SME成功品牌 SME

•Simple 簡單

•Memorable 易記

•Extendable 能擴展

•Simple 簡單

•Memorable 易記

•Extendable 能擴展

*All names & brands are property of their respective owners*All names & brands are property of their respective owners

http://rds.yahoo.com/_ylt=A0S0200jPOxLqRkADR2jzbkF/SIG=11vr8kcei/EXP=1273859491/**http:/www.ambimama.com/images/mercedes.jpg

http://rds.yahoo.com/_ylt=A0S020zCPOxLP2EAsWqJzbkF;_ylu=X3oDMTBpZm5udGl1BHBvcwM1BHNlYwNzcgR2dGlkAw--/SIG=1fsg4lul6/EXP=1273859650/**http:/images.search.yahoo.com/images/view?back=http%3A%2F%2Fimages.search.yahoo.com%2Fsearch%2Fimages%3Fp%3Dchanel%2Blogo%26ei%3Dutf-8%26fr%3Db1ie7&w=507&h=361&imgurl=www.divatportal.hu%2Fkep%2Fdivathaz%2F2008%2F3%2Fchanel-357.jpg&rurl=http%3A%2F%2Fwww.divatportal.hu%2Fchanel.html&size=12k&name=chanel+357+jpg&p=chanel+logo&oid=cd56a7dc1cb71a5c&fr2=&no=5&tt=39066&sigr=115n8ai3d&sigi=11l9h3lbn&sigb=12c2p8l0o

http://rds.yahoo.com/_ylt=A0S020kyPexLrD4ATRajzbkF/SIG=12ko052s0/EXP=1273859762/**http:/www.talkgirly.com/wp-content/uploads/2008/09/image007.jpg


成功品牌建立成功品牌建立

• 機構形象機構形象– 機構名稱機構名稱– 會徽會徽– 顏色顏色– 字體／字型字體／字型

• 口號／承諾口號／承諾• 品牌定位品牌定位

• 機構形象機構形象– 機構名稱機構名稱– 會徽會徽– 顏色顏色– 字體／字型字體／字型

• 口號／承諾口號／承諾• 品牌定位品牌定位

**All names & brands are property of their respective ownersAll names & brands are property of their respective owners

http://rds.yahoo.com/_ylt=A0S0200jPOxLqRkADR2jzbkF/SIG=11vr8kcei/EXP=1273859491/**http:/www.ambimama.com/images/mercedes.jpg

http://rds.yahoo.com/_ylt=A0S020zCPOxLP2EAsWqJzbkF;_ylu=X3oDMTBpZm5udGl1BHBvcwM1BHNlYwNzcgR2dGlkAw--/SIG=1fsg4lul6/EXP=1273859650/**http:/images.search.yahoo.com/images/view?back=http%3A%2F%2Fimages.search.yahoo.com%2Fsearch%2Fimages%3Fp%3Dchanel%2Blogo%26ei%3Dutf-8%26fr%3Db1ie7&w=507&h=361&imgurl=www.divatportal.hu%2Fkep%2Fdivathaz%2F2008%2F3%2Fchanel-357.jpg&rurl=http%3A%2F%2Fwww.divatportal.hu%2Fchanel.html&size=12k&name=chanel+357+jpg&p=chanel+logo&oid=cd56a7dc1cb71a5c&fr2=&no=5&tt=39066&sigr=115n8ai3d&sigi=11l9h3lbn&sigb=12c2p8l0o

http://rds.yahoo.com/_ylt=A0S020kyPexLrD4ATRajzbkF/SIG=12ko052s0/EXP=1273859762/**http:/www.talkgirly.com/wp-content/uploads/2008/09/image007.jpg

口碑 / 推薦

Word of Mouth人際網絡

口碑 / 推薦

Word of Mouth人際網絡



FeelFeelFeelFeel

KnowKnowKnowKnow

DoDoDoDo* Original idea from Bill Jenson’s Simplicity Course* Original idea from Bill Jenson’s Simplicity Course


Top of Mind


Top of MindCopyright © 2010 Adams Company Limited. All rights reserved.Copyright © 2010 Adams Company Limited. All rights reserved. 1515

The Mission:

The 20’s ChallengeThe Mission:

The 20’s ChallengeKnow-Feel-Do

宣傳內容Know-Feel-Do

宣傳內容


曝光率

Frequency 廣告 / 報導 / 通訊

曝光率

Frequency 廣告 / 報導 / 通訊


隨處可尋

Easy Access搜尋器 Search Engines

隨處可尋

Easy Access搜尋器 Search Engines



Traffic成功宣傳指標 #3

Traffic


展銷會 / 博覽會

Events / Exhibitions商業配對 Co-opetition!

展銷會 / 博覽會

Events / Exhibitions商業配對 Co-opetition!


旺區 / 旺鋪

” Shopping Centre”人流集中地

旺區 / 旺鋪

” Shopping Centre”人流集中地


網上目錄

Portals & DirectoriesB2B / Trade Portals

網上目錄

Portals & DirectoriesB2B / Trade Portals



Website成功宣傳指標 #4

Website


Website 網站已成為現今任何公司向外宣傳成功的關鍵Website 網站已成為現今任何公司向外宣傳成功的關鍵



4C 成功網站必殺技 *4C 成功網站必殺技 *

CCustomerustomer Oriented Oriented 以客為本以客為本

CCustomerustomer Oriented Oriented 以客為本以客為本

CContextualontextualContentContent

客戶導向內容客戶導向內容

CContextualontextualContentContent

客戶導向內容客戶導向內容

CCommunityommunity建立支持網絡建立支持網絡

CCommunityommunity建立支持網絡建立支持網絡

CCallallTo Action To Action 鼓勵行動鼓勵行動

CCallallTo Action To Action 鼓勵行動鼓勵行動

Read more about 4C Read more about 4C 網站必剎技網站必剎技 on on http://e-campaign.blogspot.com/2008/07/websites-are-so-important-to-make-e.htmlhttp://e-campaign.blogspot.com/2008/07/websites-are-so-important-to-make-e.html

2. 企業營銷概覽2. 企業營銷概覽


市務人員基本法市務人員基本法

1. Sales: 帶動生意 ( 或服務 ) 能發展

2. R&D: 研究持續發展的方向

3. Branding: 建立機構或企業形象

1. Sales: 帶動生意 ( 或服務 ) 能發展

2. R&D: 研究持續發展的方向

3. Branding: 建立機構或企業形象


企業營銷概覽企業營銷概覽

2828

Sales & MarketingSales & Marketing

SalesSales MarketingMarketing

Direct SalesDirect Sales

Channel SalesChannel Sales

BrandingBranding Public RelationsPublic Relations

AdvertisingAdvertising Marketing Comm.Marketing Comm.(Marcom)(Marcom)

Sales ProgramSales Program Partner ProgramPartner Program

EventsEvents Alliance / PartnerAlliance / PartnerMarketingMarketing

ProgramsPrograms Market ResearchMarket Research

Copyright © 2010 Adams Company Limited. All rights reserved.Copyright © 2010 Adams Company Limited. All rights reserved.

Think like your CUSTOMERS!Think like your CUSTOMERS!


3. 選擇適合的宣傳渠道3. 選擇適合的宣傳渠道



掌握你的生意基礎 : 5C 而後行 *掌握你的生意基礎 : 5C 而後行 *

CostsCosts成本成本

ChannelsChannels渠道渠道

ComplementorsComplementors雙贏伙伴雙贏伙伴

CompetitorsCompetitors競爭對手競爭對手

CustomersCustomers客戶客戶

5C5C 而後行而後行

**Read more about 5CRead more about 5C 而後行而後行 on on http://adamshk.blogspot.com/2007/12/5cs.htmlhttp://adamshk.blogspot.com/2007/12/5cs.html


如何鎖定宣傳推廣渠道如何鎖定宣傳推廣渠道

報紙報紙 // 雜誌雜誌電視電視 // 電台電台戶外戶外巴士巴士 // 電車電車 // 港鐡港鐡

互聯網互聯網合作伙伴合作伙伴其他其他……


http://rds.yahoo.com/_ylt=A0S020ryQOxL0lcAJROjzbkF/SIG=130lette8/EXP=1273860722/**http:/www.cjc.org.hk/ie2007/image/logo/org/media_partner/logo_am730_mid.jpg

http://rds.yahoo.com/_ylt=A0S020pIQexL0lgAr8OJzbkF;_ylu=X3oDMTBpdnJhMHUzBHBvcwMxBHNlYwNzcgR2dGlkAw--/SIG=1jmv7l144/EXP=1273860808/**http:/images.search.yahoo.com/images/view?back=http%3A%2F%2Fimages.search.yahoo.com%2Fsearch%2Fimages%3Fp%3Dkmb%2Blogo%26fr2%3Dtab-web&w=900&h=358&imgurl=www.cse.polyu.edu.hk%2F%7Eactivi%2FBAQ2002%2FBAQ2002_files%2FCalvin%2520%28GA%2520Media%29%2FKMB_Logo.bmp&rurl=http%3A%2F%2Fwww.cse.polyu.edu.hk%2F%7Eactivi%2FBAQ2002%2FBAQ2002_files%2FCalvin%2520%28GA%2520Media%29%3FM%3DA&size=944k&name=KMB+Logo+bmp&p=kmb+logo&oid=a62ff4c7c017a362&fr2=tab-web&no=1&tt=257&sigr=12jhj6n4i&sigi=12l6kgifq&sigb=12337trmp

http://rds.yahoo.com/_ylt=A0S0201iQexLRxcALTiJzbkF;_ylu=X3oDMTBpdnJhMHUzBHBvcwMxBHNlYwNzcgR2dGlkAw--/SIG=1f01hcsv2/EXP=1273860834/**http:/images.search.yahoo.com/images/view?back=http%3A%2F%2Fimages.search.yahoo.com%2Fsearch%2Fimages%3Fp%3Dmtr%2Blogo%26ei%3Dutf-8&w=1434&h=434&imgurl=www.hkcss.org.hk%2Finstitute%2F08B%2Fimages%2FMTR%2520Logo.JPG&rurl=http%3A%2F%2Fdengpeng.spaces.live.com%2Fblog&size=77k&name=MTR+Logo+JPG&p=mtr+logo&oid=67472d736a7255a6&fr2=&no=1&tt=769&sigr=114j5jkkd&sigi=11kc130e3&sigb=1204iufoo

http://rds.yahoo.com/_ylt=A0S020rQQexLA0wAtvajzbkF/SIG=12i5111ek/EXP=1273860944/**http:/cheapboss.tzo.com/news/headline_logo_2_2_line_small.jpg

http://rds.yahoo.com/_ylt=A0S020onQuxLO00Anq6JzbkF;_ylu=X3oDMTBpdnJhMHUzBHBvcwMxBHNlYwNzcgR2dGlkAw--/SIG=1e7h0kpj9/EXP=1273861031/**http:/images.search.yahoo.com/images/view?back=http%3A%2F%2Fimages.search.yahoo.com%2Fsearch%2Fimages%3Fp%3Dtvb%2Blogo&w=440&h=330&imgurl=tvbshuaige.g.ifensi.com%2Fimg%2F9%2F9226%2Flogo.jpg&rurl=http%3A%2F%2Ftvbshuaige.g.ifensi.com%2Fpics%3AbgColor&size=22k&name=logo+jpg&p=tvb+logo&oid=ead3fe17599f00b8&fr2=&no=1&tt=5209&sigr=11b5jsvvt&sigi=11boesa3j&sigb=11nh5oke1

http://hk.wrs.yahoo.com/_ylt=A3OyCEXPQuxLEqoAeI..ygt./SIG=12c3fpf9r/EXP=1273861199/**http:/www.hkatv.com/v3/digitalbroadcast/_image/logo.jpg

http://hk.sudden.nextmedia.com/template/sw/

http://www.881903.com/Page/ZH-TW/programschedule.aspx?TabStripId=1

http://orientaldaily.on.cc/

http://hk.rd.yahoo.com/homeb/logo/*http:/hk.yahoo.com/

宣傳內容 / 定位更重要MESSAGE is more important than Channels

宣傳內容 / 定位更重要MESSAGE is more important than Channels


商業客戶 Vs 零售客戶商業客戶 Vs 零售客戶


4. 解說宣傳新方向4. 解說宣傳新方向



寬頻上網寬頻上網 Broadband AccessBroadband Access

206206 萬萬 **Household with Broadband Household with Broadband

81.4%*81.4%*

寬頻上網寬頻上網 Broadband AccessBroadband Access

206206 萬萬 **Household with Broadband Household with Broadband

81.4%*81.4%**Source: Jan 2010 http://www.ofta.gov.hk/en/datastat/key_stat.html *Source: Jan 2010 http://www.ofta.gov.hk/en/datastat/key_stat.html

3636


2.5G & 3G 2.5G & 3G 手機用戶手機用戶

500500 萬萬 **

2.5G & 3G 2.5G & 3G 手機用戶手機用戶

500500 萬萬 ***Source: Dec 2009 http://www.ofta.gov.hk/en/datastat/key_stat.html *Source: Dec 2009 http://www.ofta.gov.hk/en/datastat/key_stat.html

3737

Copyright © 2009 Matthew Kwan. All rights reserved.Copyright © 2009 Matthew Kwan. All rights reserved.

e-Mailse-Mails

SMSSMS

3G3G

e e 世代世代溝通網絡溝通網絡


香港最高排名網站香港最高排名網站

1. Yahoo.com2. facebook.com3. Youtube.com4. Google.com.hk5. Discuss.com.hk6. Live.com7. Uwants.com8. Google.com9. Nextmedia.com10. Tvb.com

1. Yahoo.com2. facebook.com3. Youtube.com4. Google.com.hk5. Discuss.com.hk6. Live.com7. Uwants.com8. Google.com9. Nextmedia.com10. Tvb.com

11. Hkjc.com12. Blogger.com13. Wikipedia.org14. Baidu.com15. msn.com16. On.cc17. Xanga.com18. Hkgolden.com19. Taobao.com20. Youku.com

11. Hkjc.com12. Blogger.com13. Wikipedia.org14. Baidu.com15. msn.com16. On.cc17. Xanga.com18. Hkgolden.com19. Taobao.com20. Youku.com



網上宣傳渠道 e-Marketing Channels網上宣傳渠道 e-Marketing Channels

Search EngineOptimization

Search EngineMarketing e-Mails

Display Banner Ad.

Social Media



facebook: Over 400 million users since it was founded in 2004facebook: Over 400 million users since it was founded in 2004

4242

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-Source: http://blog.sysomos.com/2010/01/14/exploring-the-use-of-twitter-around-the-world/use-of-twitter-around-the-world/

over over 7575* * million by the million by the end of 2009.end of 2009.

6.2 million/m growth6.2 million/m growth

* According to a study by RJMetrics published in * According to a study by RJMetrics published in January 2010 in Computer World magazine January 2010 in Computer World magazine

4343

Copyright © Matthew Kwan 2010.Copyright © Matthew Kwan 2010. 4444


Dell generated US$3M* Dell generated US$3M* through Twitter in 2 yearsthrough Twitter in 2 yearsSource:http://en.community.dell.com/blogs/direct2dell/archive/2009/06/11/delloutlet-Source:http://en.community.dell.com/blogs/direct2dell/archive/2009/06/11/delloutlet-

surpasses-2-million-on-twitter.aspxsurpasses-2-million-on-twitter.aspx


33Million Million

Hits in a few Hits in a few days!days!

33Million Million

Hits in a few Hits in a few days!days!

Copyright © Matthew Kwan 2010.Copyright © Matthew Kwan 2010. 4747

From From family family

business business to to

$60M$60M business*business*

*http://www.clarelancaster.com.au/*http://www.clarelancaster.com.au/social-media-case-study-cinderella-social-media-case-study-cinderella-

wine.htmlwine.html

From From family family

business business to to

$60M$60M business*business*

*http://www.clarelancaster.com.au/*http://www.clarelancaster.com.au/social-media-case-study-cinderella-social-media-case-study-cinderella-

wine.htmlwine.html



如何開始網上宣傳…如何開始網上宣傳…

1. Website1. Website2. Messaging2. Messaging

6. Alliances5. CustomersDatabases5. CustomersDatabases

3. Newsletters3. Newsletters4. Online Advertising4. Online Advertising

The Beauty of e-Marketing is

INTERACTIVEThe Beauty of e-Marketing is

INTERACTIVE



量度網上宣傳成果e-Marketing Success Measurements量度網上宣傳成果e-Marketing Success Measurements

Sales OrientedSales Oriented

Community Building

Community Building

Affiliated Websites(Awareness/Branding?)

Affiliated Websites(Awareness/Branding?)


搜尋器搜尋器 Search Engine (SEO) & (SEM)Search Engine (SEO) & (SEM)

整體互動策略Overall Integrated Strategy整體互動策略Overall Integrated Strategy

Increase Increase Online Online

PresencePresence

Generate Generate SalesSales

Build Build Members Members

CommunityCommunity

Support Support All Sales All Sales

CampaignsCampaigns

社交網站社交網站 Social NetworkSocial Network


IDEAL* 策略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

•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

* Source: Maximizing dollars on Web marketing – SME primer by Matthew Kwan 2007 on http://adamshk.blogspot.com


總結及回應總結及回應

•Alliances – 尋找伙伴、共同推廣

•Benefits – 標榜好處、多於功能

•Concentrate – 專注最大、投資回報

•Dynamics – 協同效應、威力無限

•Environment – 市場變化、隨時應變

•Alliances – 尋找伙伴、共同推廣

•Benefits – 標榜好處、多於功能

•Concentrate – 專注最大、投資回報

•Dynamics – 協同效應、威力無限

•Environment – 市場變化、隨時應變


Thank You!Enquiries

[email protected]+852 2723 9977

For more details, please visitwww.adamshk.com

www.twitter.com/adams_hkblog.adamhk.com

e-campaign.blogspot.comfacebook.com/adamshk

Thank You!Enquiries

[email protected]+852 2723 9977

For more details, please visitwww.adamshk.com

www.twitter.com/adams_hkblog.adamhk.com

e-campaign.blogspot.comfacebook.com/adamshk

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

Business

rights reserved

names amp

amp

http

customers

gov

hkendatastatkeystat

campaign