Adams Business Advisory Blog

日本品牌Canon近月為了宣傳新產品Canon PIXMA Smart Office，請了葛民輝及中美混血兒Jessica C.擔任代言人，不但有TVC(電視廣告)、地鐵Display Ad等，更把廣告宣傳至網絡，令市場爆光率激增。 網絡宣傳顧問Adams逐一分析他們的網上宣傳策略及技巧。

 策略一：設計互動網站 利用趣味性吸引人流

  產品的網頁(http://www.canon.com.hk/smart)以smart home為題，把網頁設計成一個家，生動又巧妙地加入了宣傳產品的資料和其特性，把資訊軟滲透於潛在顧客中，相比只有文字的網頁來得有效。網頁更加入了遊戲元素，例如上傳自己”戔鬼”相片，參加比賽，更有機會獲得獎品，激發瀏覽者的興趣和互動性。

策略二：有獎遊戲 吸納更多潛在顧客

遊戲中加入facebook 連結，把自制有趣的圖片與身邊的朋友分享，成為話題之一，務求更多人可以留意到Canon的遊戲，令爆光率十倍甚至百倍增加。

策略三： 網路廣告 無處不再

為了吸引人進入網站，Canon 在最多香港人看的網站yahoo使用搜索引擎，利用以上點擊收費的廣告，比傳統廣告更容易量度廣告成效及控制成本。Canon 更於瀏覽量極高的網站(Apple daily online,. MSN, Uwants，facebook等)刊登banner ad，令產品在目標顧客的網路上無處不再。

 

 

品牌策略建議

 

  一個成功的網站，最終的目的是可以做到增加銷售、建立品牌、吸納潛在顧客的資料(電郵地址)。Canon 這個網站在建立品牌方面都能吸引較“潮“的年輕一代，這方面都是成功的。

 

吸納更多潛在顧客

  網站上有“收取電子報“的功能，是有效收取顧客資料的做法，可惜功能未見明顯，建議可以用明顯的字體顏色突出功能。另外，“轉寄給朋友“透過轉寄，可以取得其他潛在顧客的電郵，吸納大量潛在顧客，建議多利用此功能，在不同的子頁中加插功能，方便顧客可以容易把網站宣揚開去。

 

喚起顧客行動 增加銷售

  Canon 網站在網上、網下的宣傳活動已製造了一定的awareness(知名度)，但網站的設計都以遊戲和產品的資訊為主，欠缺了Call to Action(喚起行動) 的元素，網站未能喚起顧客即時購買的行動，建議可以利用“下載優惠劵“以優惠價吸引欲購買產品的顧客。

 

  要成功在網絡上突圍而出，可以參考多些各大、小品牌的宣傳策略，Adams 日後會與你們分享最新的市場策略。如有任何查詢，可致電：2723 9977

• In order to have more presence on baidu.com, you need to add your targeted contents on zhidao.baidu.com, baike.baidu.com, tieba.baidu.com… #

By Matthew Kwan © Copyright.  All rights reserved.  Principal Consultant, Adams Company Limited  (www.adamshk.com)

So what is the ultimate measurement for your e-Marketing campaigns?  The most important thing to remember is that we live in a business world and the most basic measurement unit is always down to dollar amount.  However, it is very difficult to always just measure by money for your success.  My proposal is to objectively measure the “Cost Per Action”, CPA.  By actions, we mean:

• 1. no. of sales deals
• 2. no. of subscriptions
• 3. no. of enquiries (by phone, email, online form…etc)
• 4. no. of forward to friends
• 5. no of sharings to social networks
• 6.  …etc

If by channel/media cost per action (CPA) can be broken down, that is perfect but the real world is not that simple as your results may come from different online sources or even from your traditional marketing media.    Marketing professionals have to be realistic and measure the overall spending versus the actions happened during the campaign period. This exercise is extremely important for your planning of the next e-Campaign.  It should serve as the basis for your channel/media selection.

By Matthew Kwan © Copyright.  All rights reserved.  Principal Consultant, Adams Company Limited  (www.adamshk.com)

In the past, Facebook did not automatically give out a short cut link to your account or page. However, now you can create your own shortcut called “username” to allow people to type in a unique link for your account or page. It is an excellent way to give you especially your company a better branding in general.

e.g. www.facebook.com/adamshk

The way to apply the username is very simple. Once you have a published/online page or account, you can just type www.facebook.com/username to register. 

However, it may take a day or two before the chosen username is approved to use and you are not supposed to change the name in future. Hence, you must get the name right the first time though I think you may have once chance to change!

By having the username defined, it is an excellent way to invite other people to visit you/your page with ease!

作者: 關廣智 (白武士有限公司首席顧問 http://www.adamshk.com/)

如果你計劃耍於中國網上宣傳你的產品或公司，百度指數就是你必然參考的網頁 http://index.baidu.com.

百度指數能準確地給你分析你所關注的業務在中國的市場需求和地區的分佈，而且內中的資訊都是最新鮮的數據。其中特別當你採用關鍵字搜尋來作為廣告的途徑，百度指數更可給你提供相關的關鍵字建議以至達到最有效的成效。

• Adams is now representing Baidu in Hong Kong for account opening of Search Engine Marketing in China, call us on +852 2723 9977 for details. #

• e-Marketing with POWER! for Marketers training is coming on Jan 22, http://www.adamshk.com/trainings/emarketing_with_power_professional.htm #
• Jason Cong/Baidu Disti in HK said today at our training one needs “400″ tel # to get biz in PRC http://www.adamshk.com/trainings/baidu20091218.htm #

• Print now!! California Fitness - 1 week FREE Guest Pass
  http://www.facebook.com/photo.php?pid=8830&l=401bbea6a7&id=100000513992076 #

• Adams testing http://bit.ly/4mTOGv #
• http://www.facebook.com/photo.php?pid=2772532&l=17889f9948&id=121739743489 #

• Matthew Kwan is speaking at HK TDC Seminar: Marketing Through Social Networking (2009 Nov 20 at 3.30pm) #

• We launched the online campaign for Bossini, checkout http://www.facebook.com/bossini.group #

• Matthew Kwan is teaching Business Communication at HKMA BA Program on Tuesdays. #
• 3 major objectives of Business Communication are Selling, Managing and Career. Getting the message across is the ultimate aim! #

• Social Networking is the way to go in order to generate interests from your target customers. The pt is how to make it into real Business! #

• Very encouraging figure, 100 people registered for today’s 中國商機研討會 http://bit.ly/9oSAT #
• Over 70 people registered 中國商機研討會 on July 23 http://bit.ly/9oSAT #

• Latest: Adams is co-organizing 中國商機研討會 on July 23 http://bit.ly/9oSAT #
• Adams is co-organizing 中國商機研討會 with RMB payment gateway IPS (www.ips.com.cn) and BaiDu’s Hong Kong’s Sole Disti. on July 23 at 2.30pm #

• Adams is co-presenting with Radica on Social Network this evening at the event of HKAIM in HK Productivity Council in Kowloon Tong #

• 寬 免 一 年 商 業 登 記 費 的 措 施 如 獲 立 法 會 通 過 ， 將 於 八 月 一 日 生 效 。http://www.ird.gov.hk/chi/ppr/archives/09062403.htm #
• Finished teaching at Labour Dept - Leading effective meetings last Sat: Constructive Confrontation is so strong,can you disagree but commit! #
• iMoney Magazine interviewing Adams’ Principal Consultant today at 1pm on e-Marketing trend and development #

• So many people (70+ in total) showed up at the event of Adams ran with Google and Wowternet. Our presentation was very well received! #
• @kevinshe I used pretty general words like “Hong Kong”, “Advertising”… in reply to kevinshe #
• @clarencechiang I did not want to say -ve comments on young entrepreneurs but they are some real facts I have gathered in the past. in reply to clarencechiang #
• @misohoni I am still explore how to leverage twitter for business. Somebody told me to follow many to get many to follow! in reply to misohoni #
• @BevClement I don’t really have a strategy for followers but I don’t really mind at this moment as learning experience. Any recommendations? in reply to BevClement #
• @kevinshe I just used free trial, 5 keywords only but it is already good enough as a start in reply to kevinshe #

• @BevClement I only followed about 180 real people and I don’t not know what is norm? in reply to BevClement #
• @kevinshe try logging on to the service of Twollow and TweetLater, it just grow automatically in reply to kevinshe #
• First Class of “Leading Effective Meeting” course of Labour Department Y.E.S. is happening today in Mongkok #
• SMBWorld Seminar Series (1) 以「變」應萬變 is happening today visit
  http://edm.enterpriseinnovation.net/cw/eDM/smbsenminar09/smbEDM.html #

• Kouzes-Posner (2006): Leadership is an art - a performing art - and the instrument is the self. #
• Kouzes-Posner (2006): Wanting to lead and believing that you can lead are the departure points on the path to leadership. #
• Kouzes-Posner (2006): The unique role of leaders is to take us to places we’ve never been before. #
• Kouzes-Posner (2006): Perhaps none of us knows our true strength until challenged to bring it forth. #
• Kouzes-Posner (2006): Somewhere, sometime, the leader within each of us may get the call to step forward. #
• Kouzes-Posner (2006): People who become leaders don’t always seek the challenges they face. Challenges also seek leaders. #
• So, our twitter account grew from 65 to 649 followers in 2 weeks since we deployed the right strategy! #