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作者: Matthew Kwan/Adams (www.adamshk.com) 首席顧問 Copyright 2011.
在銷營學或營銷學中有所謂 Elevator’s Pitch (我的翻譯：瞬間傳銷)。其實當中的概念是在短瞬間把產品 / 服務 / 人物的最重要優點標榜出來，並打動聽者回應行動。
在現實商業社會中，我覺得Elevator’s Pitch對所有品牌或產品都尤其重要，因為我們活在極速的年代，人再沒有耐性去聽沉悶的介紹，而且更好快就放棄去了解任何內容，你若要得到對方的 20 分鐘的注意力，你就是在 20 秒中去打動他。所以我稱這樣的挑戰為”20:20”的挑戰。
你有沒有想過只得20 秒來打動你的客戶呢？其實大部份的電視廣告只得 10 秒或15秒，那般的挑戰就更大，若要在這麼短的時間說明最大的優點，事前的分析，用字的考研和次序的鋪排都要深思熟慮，而且語氣和表情都要恰到好處，我相 信要不斷的修改和練習才能達致比較好的效果。
當你用20秒的時間去贏取了信心和對方的興趣，你又是否能在20分鐘內贏取訂單呢？其實人的集中力有限，雖然有研究指45分鐘是一般的專注時間，但 我多年的銷售經驗告訴我，其實20分鐘已經是很難得的了，尤其是對方正聽取的資訊如果是陌生的內容。換言之，就算你有1小時的內容，你最精彩而最重要的部 份都應該放在首20分鐘並且在這20分鐘內嘗試博取對方的認同和好感，好使你的產品或服務能成功銷售。
Dear Friend,
It was such an exciting and privileged occasion to interact with over 30 Sales & Marketing leaders in different industries at Adams e-Marketing & Social Media Training Course on Aug 4, 2011. I personally found the contents and case studies are so interesting to generate some very good ideas for our promotion & marketing programs. With the overwhelming responses, we have decided to re-run the training again on Sep 8, 2011. If you have friends who maybe interested to attend, please feel free to ask them to register on http://www.adamshk.com/events/course20110908.htm or they may find out a bit more on http://goo.gl/DkfXU .
Today, we are bombarded by promotional e-Mails, overflowing advertisement web banners, unknown Facebook invitations and wall posts… Personal Touch is one of the most important success factors for any e-Marketing and social media campaigns. In our own experience, by addressing the recipients’ individual names in an e-Mail, the eDM open rate can actually be increased considerably. However, in order to do this, one needs to diligently collect and update the distribution list on a better eDM platform. The eDM platform should be good enough to cater multiple languages including Traditional Chinese & Simplified Chinese as well as SMS Text Messaging with programmable follow up actions to create a tailor-made user experience.
In order to win over the e-Marketing & Social Media game, you need to dare to share as a person. We have seen many e-Campaigns running in the past couple of years, though Think Virally will always be the best way to win, the traditional Word of Mouth (WOM) marketing is the basis for Viral Marketing. WOM is based on personal relationship and trust, if you cannot build up this personal trust, you will never get very far!
Personal Touch is also about the language you use, in a lot of cases of Social Media Marketing, you really have to use colloquial language to get resonance or echoes from your target audiences. We often have arguments and clashes with our clients about using colloquial language versus formal written language, for example, on wall posts of Facebook. Corporate Communication Managers and PR Managers do not like us as they have very restricted guidelines on the tone of communication. However, they really have to tune their mindsets and maybe have a new job position open as Social Media Communications Manager to be more socialable!
Responsiveness & interactive conversation is another area of the challenge if you dare to share on Social Media. The question is do you have dedicated staff to respond to the “happy” problem when your target audiences/customers are really responding to your invitation and comments and how quick can you respond? A typical answer I give out often is 24 hours at maximum you shall respond to the comments. Well, you have the choice to do it yourself or to hire some consultants like Adams to do for you.
By the way, we have a new logo created for the Small & Medium Enterprises website (www.sme.gig.hk), there is a new special offer on the free trial of Photocopier from a well-known brand on the site. You can get a prize of iPhone 4 if you successfully sign contract as a customer. Enjoy the chance! http://goo.gl/lEuZK
I look forward to connecting with you again soon!
Best regards,
Matthew Kwan
Principal Consultant
Adams Company Limited
W:www.adamshk.com FB:facebook.com/adams.news
Dear Friend,
Hope you are enjoying the hot summer despite the unstable weather in Hong Kong in the last 2 weeks!
It has been a great honor for me to have the chance to present at The Entrepreneurs’ Network last week in Hong Kong on the topic of “Think Virally to Expand Your Business!”. We have an overwhelming crowd of over 50 successful entrepreneurs from different businesses gathered at the event. It is my belief now that if you want to be winning in this Internet Age, you have to Think Virally!!
Think Virally is not natural to many of us even if we have many years of experience in Sales & Marketing. However, if we are back to basic, it is only about building a mass network of Word Of Mouth (WOM) marketing. The question is HOW to build this network. Facebook is definitely the easiest to access network on the face of the earth with over 500 million users but we are not talking about single way of communication! So we need to think of ways that you can leverage what existing community you have on it (or any other social network) and try to come up with sales/marketing programs that will attract people to spread the news for you through their own networks of communities. You really have to think of (marketing) messages that is asking the audience to take action for other people/friends’ sake! It always has to be Win-Win, nobody is going to take your message to their friends if they are not winning themselves!
We have seen many different successful and famous brands are putting a lot of efforts on social media these days but they are not really thinking virally. A lot of the campaigns we see today are still at the pre-social media stage of just using social media as merely another advertising channel but nothing else! In the last 2 years, Adams has collaborated with different clients to build Facebook campaigns to reach favorable results based only on one single idea, Viral Effectiveness. If it is Viral Effective, it will help you to grow Brand Awareness, Sales and Customer Database at an exponential rate! For example, we helped a sportswear chain during FIFA World Cup period to create a game for people to tag friends on Facebook to form football team to get prize/gift/discount at their chain stores. Imagine the Multiplying Effect of forming just a team of 7 people and the 7 people to form another 7 teams…! I think, by now, you should have got my point if you want to be successful in your sales & marketing campaigns, then you have to Think Virally to Expand Your Business!
Three weeks ago, we launched a training course called “Strategy of e-Marketing & Social Media Marketing” which to be held at the beautiful and modern hotel The Mira Hotel Hong Kong. The response was overwhelming and the class was full within the first few days of registration and we had to arrange a bigger room to accommodate all the attendees. Hence, we decided to arrange one more additional class on September 8, 2011 at The Mira Hotel Hong Kong again. If you or your friends are interested, please feel free to register on http://www.adamshk.com/events/course20110908.htm.
I am not sure how many of you are having problem in managing the post 80’s employees, CAPITAL is collaborating with McDonald’s, Sony Computer…to come up with a wonderful 2-day course to cover how to motivate and manage post 80’s employees on July 29-30. In the last few days of registration, you may enjoy 5% discount by registering through Adams on http://adamshk.com/events/capital20110729.htm
Finally, I have written another article on “Giving up is a way to gain!” for a professional institution in Hong Kong which you can find it on our slideshare page http://www.slideshare.net/adamshk. A number of the prioritization and planning skills covered in the article are the essence of what I have learnt throughout my career! Hope you will enjoy it.
Thank you for your continued support and I look forward to connecting with you soon!
Best regards,
Matthew
Matthew Kwan
Principal Consultant
Adams Company Limited
By Matthew Kwan - Copyright © 2011
Principal consultant of Adams Company Limited (www.adamshk.com)
Would you ever consider giving up to be a smart move? To give up sounds so negative, but it could well be the result of a very strategic thinking process. If you have watched the movie 127 Hours, you will understand what I saying. This real story is about a mountain climber who was trapped in no man’s land but who got himself rescued by his own sheer determination and courage in cutting his own arm off…
You can be experienced and skillful in certain business but this does not guarantee your work will be free of mistakes and risks. The macroeconomic environment is out of anybody’s control. We have seen a number of crises in the last 15 years including the Asian financial crisis in 1997, the burst of the dot-com bubble in 2000 and the global financial and economic crisis which started in late 2008. Few people were able to predict these events. If you have personally experienced these most terrifying moments, you can understand that blindly holding on one particular stock which is no longer valuable can cost you more than giving it up altogether!
So, how can we be smarter by giving up the right things at the right moment? The answer is to exercise a prioritization and continuous review process. Prioritization is the best way of strategic planning as well as budgeting. However, we need a continuous review process to ensure we are on the right track as well as looking out for potential risks and macro environmental changes.
There are different tools for prioritization. The following are some of my favorites:
1. Weighting table
By far, I think this is one of the simplest kinds of prioritization tool as it is so easy to adapt and expand to multiple dimensions, if you know how. The idea is first to list your options in no particular sequence. By giving a score to each option in accordance with its level of importance within an area of interest, you can instantly sort out your priorities. If there are multiple interests, then we can do the same exercise by allocating the percentage weighting to each interest area, making a total of 100 percent. There’s no limit to the number of areas of interest but the more there are, the less significant they are. I suggest that the maximum number of areas of interest should not exceed five.
2. Zero-based budgeting
I learnt this great tool during my good old days of working at Intel. It is particularly useful when you have to draw a clear line during your business planning due to a limited budget. Provided that you already know your priority list (which you could achieve by using taking the results from the weighting table exercise) you can then draw up a budget per item on the list. Next, you just need to draw a line on the priority list when you hit the limited budget amount. When you move the line to a bigger or smaller budget to see the impact on the potential return-on-investment (ROI), you will be amazed to see the huge variance of ROI in certain cases.
3. Management by objectives (MBO)
Peter Drucker, father of management theory, came up with this wonderful tool in 1954. It has been adopted by countless corporations all over the world as a management and performance review process for many business matters. The simple idea is to assign a priority to the list of objectives for a given project or person. Hence, the focus for time and effort should be applied according to the relative priority. Though it sounds simple, I personally think it requires a great deal of discipline to make it work.
4. Boston matrix
This is a very nice way of segmenting your business lines or products. It shows you which really have relatively better market growth and market share potential as a bigger picture in terms of the four dimensions of the matrix: Star, Cash Cow, Dogs and Problem Child. By plotting your products quantitatively on the matrix, clear actions (both positive and corrective) can be easily identified in most cases. Of course the ideal situation is to make a bigger segment of your products into Stars!
Matthew Kwan is a Principal Consultant of Adams Company Limited (www.adamshk.com) and is responsible for business consulting and enterprise training. He is an entrepreneur, author, speaker, lecturer and consultant working with enterprises and organizations in the commercial and Christian communities. He served for many years in multi-national companies including Intel, JP Morgan and Jardine, and has broad experience in sales & marketing and management in multicultural and international settings.
Dear Friend,
Greetings to you!
I am so glad to share with you that we had a very successful event with Wisers Information Limited (Wisers) earlier this month on the topic of “Brand Formula through Social Media”. The event was FULL HOUSE in a room packed with 160 people coming mainly from companies of Banking & Finance, Government & NGO’s and Marketing Professionals. I was thrilled to speak alongside with domain experts from Greenpeace, Ogilvy and Wisers. If you are interested to view my presentation, please feel free to check it out on http://www.slideshare.net/adamshk/adams-wisers-social-media-seminar-20110602
Facebook
So, do you think you can get business through your Facebook Account or Facebook Fan Page or Facebook Groups or Facebook Social Ad? If I have lost you on these terms, you definitely need to get yourself educated on the differences, otherwise you will not be very successful to promote your company/products/services using Facebook. Why am I pinpointing on Facebook? It is because there are more than 3 Million registered users using Facebook in Hong Kong which is about 75% of the total Internet population in Hong Kong. This is a serious matter as there is no single advertising media have this kind of direct reach on a personal basis than Facebook in Hong Kong and in the world. There are actually more than 500 Million Facebook users in the World which contribute to more than 25% of the worldwide Internet population. The most important success factor is to ensure there is element of “Viral Effective”. Majority of Adams’ larger projects in the last 2 years are all related to Facebook and we always think Virally to bring pivotal results for our customers. You may read more on our methodology and philosophy on http://www.adamshk.com/e-Marketing/social_media.htm
Twitter
Are you really ready to engage with the customers and do business? According to a article on www.mad.co.uk, Dell managed to make over US$6.5 Million sales throughTwitter alone by end of 2009 and US President Obama is having over 8M followers on Twitter alone. However, Twitter is not so popular in Hong Kong as it does not offer Traditional Chinese interface but Adams is recommending customers to use Twitter as a connector to multiple Social Media. There are actually a number of way of doing it if you know the right tools. It is highly effective for disseminating your company and product news to multiple channels.
Do you know Hong Kong is one of the highest visit location of YouTube? Do you know you can actually post Video advertisements (Traditionally only available on TV) right next to videos of your target customers when they search for interested topics? It can be so targeted and relevant and effective but we do not see a lot of these advertisements yet in Hong Kong. Are you aware that we live in post-modern age that people enjoy watch videos than purely reading texts? Have you opened you YouTube channel for your company yet, showing demos, advertisements, testimonials, events….to create a prominent online presence? What I am trying to say here is that a lot of companies are lacking behind on using YouTube tactically and effectively. The potential results can be exponential if you are doing it right. Adams has started helping customer to place their TVC’s on YouTube for quite sometime and the ROI’s are very clear.
China
Earlier, www.renren.com (人人網) has merged with www.kaixin.com to form the largest Social Media Network in China. On May 4, 2011, RenRen.com has become the first ever Social Media Network being listed on New York Stock Exchange raising US$743.4 million with highest trading price at US$21.93 on the first day of trading. There are many business implications with its huge growth potentials. If you are planning to reach customers in China, then you really have to understand Sina’s Weibo (microblogging site equivalent to Twitter), Youku.com and Tudu.com (Video Broadcasting sites equivalent to YouTube), Baidu Tieba (China’s largest discussion forum) and a whole bunch of other Social Media Network sites. The competitions are furious and extremely exciting. However, the cost of exploration is not small at all! Adams is actively helping customers to use the most relevant and prominent social media in China to create most effective online presence and awareness.
Summary
Ultimately, we are living in an Internet Age, people tend to find you through Search Engines and Social Media than anything else. We are talking about Online PR and Online Branding exercise here. It is exactly the same as you would do it in the old days, you need to manage your public facing communications to get the best branding, perception and awareness. If you do not act now, it is going to be too late as your competitors are out there looking for ways to penetrate the market any minute NOW using Social Media. We see a lot of companies have started their effort in testing the effect of Social Media Marketing but we also see too many cases that the companies are not having a clear strategy! If you would like to understand more how to plan your Social Media Marketing Strategy for your special business, please do not hesitate and contact us on +852 27239977 or email us at admin@adamshk.com .
Best regards,
Matthew
Matthew Kwan
Principal Consultant
Adams Company Limited
Copyright © 2011 Matthew Kwan, Principal Consultant, Adams Company Limited (www.adamshk.com)
 According CNNIC (www.cnnic.cn 中國互聯網路訊息中心) report released in January 2011, China’s Internet users reached to 457M users (of 1.8B in the world) by end of 2010. In addition, www.news.cn (新華網) on May 4, 2011 is reporting that the total purchase online in China in 2010 is RMB498B and 70% of the deals are done on www.taoboa.com (淘寶網).
Did these figures impress you?? There is a very huge market in China and you can actually reach target customers with very targeted approach which traditional media cannot provide you. You can select by age, sex, education background, job titles, interests, living standards…etc according to the demographics available from different websites and organizations databases. You can use multi-levels communications available online including emails, text messages, display advertisements, social media and etc to reach your most wanted customers.
At the same time, there are just so many opportunities with the ever rising number of tourists from China that you can really attract them to come to your shops in Hong Kong through many innovative channels including shopping tours and coupons mailing.
The ecosystems and players in China is very different from Hong Kong and rest of the world. Hence, you really need to pick the right tools and channels extremely carefully. Otherwise, you may end up spending a lot of money without any result by the scale of this big country. Adams has been working extremely to line up many excellent channels for companies to develop their China market, here are a few options you may consider:
Baidu Search Engine
Adams is helping customers to publicize their company, products, brands, services using the No.1 search engine in China, Baidu. Other than advertising, we are also help our customers to create an online presence on Baidu related products including Baike (Wiki), ZhiDao (Knowledge), TieBa (Forum), KongJian (Blog) and etc which are proofed to be very effective. The daily budget for advertising is as low as RMB 50 per day.
D&B Direct Marketing for China
Adams is partnering of D&B Hong Kong, one of the largest customer database companies in the world over 100 years history, to provide very detailed and comprehensive both consumer and business database service that you can reach your customers in China by direct mailing, e-mails, SMS, MMS.
China Post Direct Mailing
Adams is helping customers to sort out most relevant target audience as specific as province, city, area, street, estate by the characteristics of the posting behavior to uniquely identify your customers.
China Online/Internet Payment
Adams is engaging the most popular internet payment gateways in China and methods that customers collect money and payment at ease and to receive payments over the Internet from China directly to banks in Hong Kong with peace of mind. The one time setup charge is as low as HK$3000.
China Toll Free Direct Call Number
Adams is a partner of the ONLY official distributor of the China Toll Free Direct Call number company in Hong Kong that can provide a PRC telephone number that can be routed to Hong Kong and anywhere in the world. This can certainly increase your accessibility and customer service level to your customers in China.
If you are interested of any of the above services that help you to grow and develop your market in China, please feel free to contact us anytime on +852 2723 9977 or admin@adamshk.com. Alternatively, please visit: www.adamshk.com/e-Marketing/china.htm or more information.
Copyright © 2011 Matthew Kwan, Principal Consultant, Adams Company Limited (www.adamshk.com)
 We see exciting trend in mobile marketingand there are many opportunities in promoting your services and products through this new channel and media. We now partner with various mobile coupon websites to let you upload your promotional items for as less as $1500 per item for mobile phones (iPhone, Android, Nokia…etc) to download.
On the same trend, we also offer customers to advertise on Google network to show their promotional messages and advertisements onmobile ready websites. The coverage is huge and very targeted which you may choose nature of websites, gender and age of the audience and etc.
In the last few months, we have actively working with major telecom carriers in Hong Kong to help our customers to do targeted & location based SMS text messages to selected customer segment. For example, sending text messages to people with mobile phone bill over HK$500 with International Roaming record who uses Blackberries Phones and office location is in Central.
 Leadership By Matthew Kwan
Principal Consultant of Adams (www.adamshk.com)
Copyright © 2010.
Too many of us are under the illusion that people who are in leading positions are leaders. In my own mind, they are just positional leaders and NOT true leaders at all! In a lot of cases, these positional leaders are not even possessing the basic qualities of a leader.
So who are true leaders? What leadership is about? A lot of great authors have already written extensively on this topic. Jack Welch, former CEO of GE, once replied in a TV programme to a MBA student that “Leaders are those who do the right things…” I would agree very much from a 50 thousand feet level. However, I would like to address this topic from a different angle.
Leadership, in a business context or any context, is not about the position you hold but the way you act. We are not talking about your skills and knowledge but how you would react in a given circumstance and environment. Even a fresh graduate, straight out from college, without any real working experience can be a true leader. It is not a matter of qualifications as certificates would not help you to become a true leader. However, I think all successful and respectful leaders are fools and a lot of them are foolishly making extra effort, believing in big and difficult to achieve visions, lowering themselves for the good of the whole, and as well as sacrificing personal belongings to reach new grounds. In summary these sounds like foolish acts are:
1. Running Extra Miles
You will only be a follower if you are not running ahead of the game. In order to be ahead of the game, it means you need to run not only an extra mile but breaking away from your own competitions. Even though you are breaking away, it does not mean your competitors may not catch you and overtake you in due time. So there is no easy way out, you just need to keep running if you want to stay in your leadership position! I would like to share a mindset I often talk about “you can only know what I know yesterday but not tomorrow as I am moving forward all the time!”
2. Seeing Great Visions
Leadership is about leading team, group, department, organization…etc. However, you can never lead without a vision. Given any point in time, your vision must be clear enough to lead you towards the right direction with clear outcomes and at the same time being shared with your team. You cannot be a true leader if your team cannot see what you see! Though it is a very difficult and sometime painful process, you do not have a choice but to share your visions!
3. Being Noble
It is nearly impossible to be a great leader without integrity. Your followers will only choose to follow you if you are respectful and noble. Humility is often a function of nobleness. It sounds very strange in our world today but it works perfectly in many ways! A noble leader is someone with integrity and who is willing to trade off personal benefits for the sake of the followers and others. The end result is your followers will follow you unconditionally in return. I guaranteed you the joy of this if you dare to try!
4. Sacrificing Time, Money, Family, Relationships, Life…
Scientists are excellent examples of leaders that do not have positions (…well, until they get recognized and rewarded!). They generally work very hard and very concentrate in their fields of research with most people thinking they are crazy and wasting time. Yet they are all leaders in their own fields and often they are sacrificing personal time, money, family and relationships in order to breakthrough and reach new grounds. True leaders must be prepared to sacrifice if you believe in your visions. In some extreme cases, you may even be threatened to sacrifice life as your followers and oppositions are reluctant to follow when you are trying so hard to make changes for the good but damaging their personal interests! Are you really willing?
About the Author
Matthew Kwan is Principal Consultant of Adams Company Limited (www.adamshk.com) responsible for business consulting and enterprise training. He is an entrepreneur, author, speaker, lecturer, consultant working with enterprises and organizations in both commercial and Christian communities. He served many years in multi-national companies including Intel, JP Morgan, Jardines with broad experience of Sales & Marketing and Management in multicultural and international settings.
 Social Media 關廣智 (www.adamshk.com 首席顧問) Copyright 2010.
互聯網已成為我們生活的一部份，據相關統計數字於2009年尾顯示，全球用戶逾18億，而中國亦高居榜首，截至2010年4月份互聯網用戶已超4億。Six Degree of Separation, 奧巴馬的競選宣傳策略, Facebook、YouTube、Twitter (或微博) …等等的社交網站 (Social Media/Networks) 不斷創造市場新驚喜。面對這最具潛力又龐大的宣傳廣告平台，市務人員刻不容緩，不能忽視! 如何借力打力，開拓無限市場潛力，發展超然商機創造力呢？ 最重要有以下幾方面：
1. 了解你的目標客戶於社交網站上的特性：
－ 那些社交網站是他們經常流連呢？
－ 那些是他們最有興趣的群組呢？
2. 清楚你於社交網站上可達到的目的
－ 究竟是建立人際網絡還是可以硬銷呢？
－ 究竟是建立形象還是還是廣發消息？
3. 利用社交網站的互動工具達到最大擴張效果
－ 上載內容於社交網站時有沒有同時發佈於其他社交網站呢？
－ 你的網頁和社交網站上有沒有互動地embed 不同的社交網站上的內容呢？
－ 你的網站有沒有充分利用社交網站的分享功能呢？
4. 恆久發放資訊保持曝光機會
－ 要吸引你的跟隨者，資訊必然要新鮮、相關
－ 要建立群體，就要準時和定期回應回覆
社交網站的威力在乎你所傳遞訊息的滲透力，如果你的跟隨者越來越多，你的長遠利益也必然顯著。雖然社交網站的爆發力可以非常強大，但並非頓時必然可見，所以要發揮得淋漓盡致就只得努力嘗試，把握最
By Matthew Kwan
Principal Consultant of Adams (www.adamshk.com)
Copyright © 2010.
 You do not need to start up your own company to gain entrepreneurship, and in fact, you need to be an entrepreneur to be successful in business. Entrepreneurship is an attitude, a mindset, a way of thinking and something you need to internalize. So, are you an entrepreneur? Here are some questions you may ask yourself?
1. Do you enjoy in solving problems and seeing the (desirable/undesirable) results at the end?
2. Do you enjoy hearing new ideas?
3. Do you enjoy building new business processes?
4. Do you enjoy learning how other organizations work?
5. Do you enjoy thinking win-win proposals?
6. Do you enjoy working with other (internal & external) parties (departments/companies)?
7. Do you think negotiation is a way to achieve win-win?
8. Do you think calculated risk is bearable?
9. Do you think performance improvement is mandatory?
10. Do you think alternative route is an answer to a dead end?
If you get mostly “YES” to the above questions, then the chance is that you are already possessing qualities of entrepreneurship. There are a number of qualities you would look for if you are determined to pursuit entrepreneurship:
1. Problem Solving Capability – It is a process which you need to go through before you can see desirable results. You need to be discipline enough to follow the right procedure of thinking if you want to solve problems. The way to solve big problem is to break your problem into little problems. Your job is just to solve the little problems one by one and you will solve the big problem at the end! Problems may evolve but you can always apply the same treatment.
2. Explorative – We are too easy to get used to the best practices and formal procedures. New ideas always sound strange at first but if we are open minded enough to compare thoughts, there are always insights from new ideas that we can adopt to make better ideas!
3. Organization – Operational excellence is built on effective business processes. However, clear definition of business processes takes thoughtful planning and flawless execution. The only success factor to this is continuous review and refinement.
4. Continuous Learning – You can always learn from the successful and disastrous organizations stories to shorten your path of success and help yourself in falling into the same traps. It is both motivational and gauging to your own business endeavor.
5. Think Win-Win – Business world is a network of ecosystem, there is no absolute winner in this world. The way to be successful in your ecosystem is to collaborate. One very wonderful word is Co-opetition! (Cooperation + Competition)
6. Teamwork – Working in team(s) is an art! Not only you need to be fully aware the politics behind of each internal or external team members, you also need to appreciate the strength and weakness of each player before you can built a successful team. Teamwork is always built on trust but trust will never build in short time!
7. Objective Driven – How well and clear do you know your objectives? Without knowing your priorities, you will never know how to trade off. Return-On-Investment is just a matter of trade off!
8. Risk Taking – In order to advance, you need to take risk. Taking calculated risks is a very mature business act. Without taking risks, organizations will never advance to new heights.
9. Pursue of Excellence – Complacency is a poison to any growing organization. Measuring performance and finding ways to improve should always be a responsibility of a professional.
10. Never Give Up! – You will hit dead ends for sure on your road of success. Though it may look like running in a maze, by systematical back tracking and learning by mistakes, dawn will always come!
About the Author
Matthew Kwan is Principal Consultant of Adams Company Limited (www.adamshk.com) responsible for business consulting and enterprise training. He is an entrepreneur, author, speaker, lecturer, consultant working with enterprises and organizations in both commercial and Christian communities. He served many years in multi-national companies including Intel, JP Morgan, Jardines with broad experience of Sales & Marketing and Management in multicultural and international settings.
2010-06-02 香港經濟日報
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營銷顧問公司 Adams (www.adamshk.com) 首席顧問關廣智 坦言，不少網站的設計過於繁複，消費者在找到產品資料前，可能被迫觀看長達數十秒的宣傳片，嚇怕客戶。網民耐性有限，關坦言︰「網民8秒找不到資料，即 走！」他建議網站設計以user friendly為主導。
關廣智以護膚品牌 Olay為例，消費者登入內地網站後，可先看到不同性別及年齡層的明星，如周迅及黃曉明，點擊後輕易找到符合自己的產品系列。
他又建議， 港商可在公司網站設立不同社交網平台的連結，並成立會員制，提高顧客對品牌的忠誠度。
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
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。
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