Transcript
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johnlui.com, 八面玲瓏網上生意人 1

ONLINE + OFFLINEMarketing Strategy

to Boost Sales(Hong Kong ONLY)

By John Lui, johnlui.comChief Strategist, SunShine Solutions

6th April 2008

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Objective:Using Internetto build a motivated Sales Teamto generate businesswith Low Cost and Low Overhead

Case Study: ABC Airline, ABC Bank Credit Card Department, ABC General Insurance Company

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Traditional Offline SalesIn-house Sales Staff(Promoter for Bank Credit Card Department)

Affiliate Partners(travel agents for Airlines)(insurance brokers / agents for general insurance company)

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Traditional Offline Sales

Client

Transaction

Business

Sales Staff trigger sales

BrokersAgents

Sales Staff

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Traditional Offline Sales

Brokers & agents: Commission

Business

Sales Staff trigger sales

BrokersAgents

Sales Staff

Sales Staff :Salary + Overhead + Commission

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Strength 優點 (traditional offline sales)

Face to face interaction with clients人客可與營業員即時溝通Handling Objections & Closing on the spot即時解決客人問題及完成交易Motivated Sales staff due to commissionand sales target因佣金及銷售目標而努力

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Weakness 缺點 (traditional offline sales)High-productive members turnover problems高生產力員工流動問題Non-productive team members influencing others低生產力員工對團隊有負面影響High Overhead 高成本 (MPF, Medical benefits)

Training & Development Cost訓練成本

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Weakness 缺點 (traditional offline sales)Lies to customer to achieve target (e.g. cable TV)為達到生意指標而說謊Company Image (Smoking, dressing, hair style)公司品牌 (Branding) 的影響Productivity is limited by Man Power生產力受員工人數及質素所限制

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Traditional Online SalesOnline advertising(Yahoo!, Google, Horizontal & Vertical Portal)

“Able-to-Sell” Website

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Traditional Online Sales

Web Surfer

Transaction

Business

Web Surfer trigger sales Advertising Cost

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Strength 優點 (traditional online sales)

Low Sales Force Overhead降低營業團隊支出Standardize presentation & image (Branding)統一公司品牌及形象Customer Information in control得到真正的客戶資料

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Weakness 缺點 (traditional online sales)Low Conversation Rate (i.e. Low closing ratio, below 0.01%)低生產力 , 由網站訪客成為客戶的比例甚低Cannot overcome customer’s objections網上不能即時解答客戶問題及處理反對意見Internal Sales Staff Overhead內部營業員管理問題及成本Sales Force is not company’s strength 建立營業團隊非公司強項

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Weakness 缺點 (traditional online sales)Potential customers may go to competitors潛在客户容易流失至競爭對手Negative sell by existing partners

(brokers/agents) 現有的合作伙伴有負面反應High Advertising Cost (i.e. Yahoo, Google) 高廣告成本

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ONLINE + OFFLINE StrategyAffiliate Program What is Affiliate Program?

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Affiliate

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ONLINE + OFFLINE StrategyWeb Definition

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What is Affiliate?An individual or company that markets a merchant's products or services and it paid only a sales commission fee.

Affiliate

+Online

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ONLINE + OFFLINE StrategyBenefits Focus on Company’s Strength (product and

system development), NOT building a Sales Force.

i.e. Relationship as follow 關係如下Developer & property agents, 地產發展商和地產代理Insurance Company & agents, 保險公司和保險代理Direct Sales Company & Distributors, 直銷公司和代理

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ONLINE + OFFLINE StrategyBenefits

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Business

Sales Force

Commission ONLY

Salary + Overhead + Commission

Affiliate

+Online

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ONLINE + OFFLINE StrategyBenefits Able to recruit UNLIMITED number of

Affiliate through online / offline platform (i.e. amazon.com)

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ONLINE + OFFLINE StrategyOperation Each Affiliate will have their own affiliate

code for website & Email(i.e. http://www.roboform.com/?affid=jbcar)

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Affiliate

affid=001

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AffiliateBrokers

affid=001

ONLINE + OFFLINE StrategyAffiliate Program What is Affiliate Program?

AffiliateAgents

affid=002

AffiliateEmail User

affid=003

AffiliateWebMaster

Recruit UNLIMITED affiliate throughonline and offline platform

AffiliateWebsurfer

Each Affiliate will have their own affiliate code for website & Email(i.e. http://www.roboform.com/?affid=jbcar)

AffiliateStudent

AffiliateClerk

affid=004 affid=005 affid=006 affid=007

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ONLINE + OFFLINE StrategyBenefits Using existing Broker / Agents (with client

base) as Sales Force ZERO Cost on Sales Team Development

through Online / Offline Platform ZERO Cost on Online advertising Standardize presentation to protect

company branding and image

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ONLINE + OFFLINE StrategyZERO Cost advertising & Sales Force Development

Affiliate trigger sales through internet

BusinessTransactionaffid=007

Affiliate Web Surfer +Non-Web SurferOnline

++

++

++

Transactionaffid=028

Transactionaffid=069

affid=007

affid=028

affid=069

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BusinessCommission ONLY affid=007

WITHOUT Salary & Overhead

Affiliate trigger sales through internet

Affiliate

affid=007

affid=028

affid=069

Commission ONLY affid=028

Commission ONLY affid=069

ONLINE + OFFLINE StrategyZERO Cost advertising & Sales Force Development

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ONLINE + OFFLINE StrategyAffiliate Program What is Affiliate Program?

Maintain existing business partners relationship (Brokers / agents)

Better customer service and unified user experience through all affiliate partners

Proven successful business strategy and perfect for HK market

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ONLINE + OFFLINE StrategyWhy Perfect for HK market?

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ONLINE + OFFLINE StrategyWhy Perfect for HK market? Easy to run recruitment seminars and share

the concept HK has very high Internet penetration and

people are motivated to make money Affiliate will make money without cost

(sending email and call their friends can make money) Affiliate can work part time and don’t even

need a website

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ONLINE + OFFLINE StrategyMotivation for Affiliate Marketing event (i.e. free movie, boat trip,

concert) for affiliate and client to add value to products. Word of mouth will spread out quick.

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ONLINE + OFFLINE StrategyMotivation for Affiliate Commission can be setup based on sales

performance. (i.e. better volume will get better commission)

e.g. Commission $500 / Sale

Performance Incentive:For Number of Actions equal to or greater than 50 increase commission by 20.00%

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ONLINE + OFFLINE Strategy Motivation for Affiliate Account Management System for affiliate.

They will receive SMS alert when sales is made. They can also check their commission online instantly.

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ONLINE + OFFLINE StrategyMotivation for Affiliate Business networking gathering to share

successful strategy and build affiliate / client relationship.

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CASE STUDY – AIRLINES

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CASE STUDY – AIRLINESCurrent Model

Clients never buy from airline directly Tickets sell through travel agents High overhead (rent, salary, benefit) for

travel agency.

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CASE STUDY – AIRLINESOnline + Offline Model

Travel agents direct customers to airline’s website with their affiliate code

Simplify procedure for agents and repeat business with low resources

Customer learned online system and will purchase through agent’s website in the future to get special discount

Airline can maximize internet usage

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CASE STUDY – AIRLINESOnline + Offline Model

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CASE STUDY – AIRLINESKEYS of Success

Customer will get a special discount if they purchase through agent’s website or affiliate links

Agents direct customers to airline’s website and close sales on the spot

Wide selections of payment methods to make customers feel comfortable on the purchase

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CASE STUDY – Credit Card

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CASE STUDY – Credit CardCurrent Model

街霸 has low ROI, high cost and ineffective Potential affiliate partners resources has not

fully utilized i.e. Restaurants, Retail Store

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CASE STUDY – Credit CardOnline + Offline Model

On-the-spot saving for customers who submit online application

Additional savings for successful application

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CASE STUDY – Credit CardOnline + Offline Model

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CASE STUDY – Credit CardKEYS of Success

Marketing materials in restaurant for product awareness

Additional hardware is required

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CASE STUDY – General Insurance

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CASE STUDY – General Insurance Current Model

Existing Brokers / Agents has strong client base and sales technique. It should be fully utilized.

Capability of Internet is not fully utilized for selling cycle

Business volume increased if the number of Brokers / Agents increase.

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CASE STUDY – General Insurance Online + Offline Model

Brokers / Agents direct customers to insurance company’s website with their affiliate code

Customer learned online system and will purchase through agent’s website in the future to get special discount

Insurance company can maximize internet usage

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CASE STUDY – General Insurance Online + Offline Model

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CASE STUDY – General Insurance KEYS of Success

Customer will get a special discount if they purchase through agent’s website or affiliate links

Brokers / Agents close customer on the spot Wide selections of payment methods to

make customers feel comfortable on the purchase

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SunShine Solutions

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In-depth strategic planning isrequired for individual industry and products. Feel free to let me know for all technical concern.

John Lui, johnlui.comChief Strategist, SunShine SolutionsEmail / MSN / PayPal : [email protected]+ 852 6388-0495

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THINKING OUT OF THE BOX and MAKE IT HAPPEN!John Lui, johnlui.com, +852 6388-0495

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THINKING OUT OF THE BOX and MAKE IT HAPPEN!John Lui, johnlui.com, +852 6388-0495

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傳媒報導:頭條日報 , 星島日報 , Recruit, New Monday

30/10/07 FACE: “ 創業通 " 專家意見12/06/07 FACE: e-marketing 好緊要13/02/07 招職 : 掌握成功網上營商之道30/11/06 香港經濟日報 : 八面玲瓏網上生意人16/10/06 蘋果日報 : 網上創業課程忽然旺場

THINKING OUT OF THE BOX and MAKE IT HAPPEN!John Lui, johnlui.com, +852 6388-0495


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