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.

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.

5. 1. 成功宣傳指標 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.

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.

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

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.

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

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.