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ONLINE + OFFLINE Marketing Strategy to boost sales
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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
johnlui.com, 八面玲瓏網上生意人 2
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
johnlui.com, 八面玲瓏網上生意人 3
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)
johnlui.com, 八面玲瓏網上生意人 4
Traditional Offline Sales
Client
Transaction
Business
Sales Staff trigger sales
BrokersAgents
Sales Staff
johnlui.com, 八面玲瓏網上生意人 5
Traditional Offline Sales
Brokers & agents: Commission
Business
Sales Staff trigger sales
BrokersAgents
Sales Staff
Sales Staff :Salary + Overhead + Commission
johnlui.com, 八面玲瓏網上生意人 6
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
johnlui.com, 八面玲瓏網上生意人 7
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
johnlui.com, 八面玲瓏網上生意人 8
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
johnlui.com, 八面玲瓏網上生意人 9
Traditional Online SalesOnline advertising(Yahoo!, Google, Horizontal & Vertical Portal)
“Able-to-Sell” Website
johnlui.com, 八面玲瓏網上生意人 10
Traditional Online Sales
Web Surfer
Transaction
Business
Web Surfer trigger sales Advertising Cost
johnlui.com, 八面玲瓏網上生意人 11
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
johnlui.com, 八面玲瓏網上生意人 12
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
johnlui.com, 八面玲瓏網上生意人 13
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
ONLINE + OFFLINE StrategyAffiliate Program What is Affiliate Program?
johnlui.com, 八面玲瓏網上生意人 14
Affiliate
ONLINE + OFFLINE StrategyWeb Definition
johnlui.com, 八面玲瓏網上生意人 15
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
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
johnlui.com, 八面玲瓏網上生意人 16
ONLINE + OFFLINE StrategyBenefits
johnlui.com, 八面玲瓏網上生意人 17
Business
Sales Force
Commission ONLY
Salary + Overhead + Commission
Affiliate
+Online
ONLINE + OFFLINE StrategyBenefits Able to recruit UNLIMITED number of
Affiliate through online / offline platform (i.e. amazon.com)
johnlui.com, 八面玲瓏網上生意人 18
ONLINE + OFFLINE StrategyOperation Each Affiliate will have their own affiliate
code for website & Email(i.e. http://www.roboform.com/?affid=jbcar)
johnlui.com, 八面玲瓏網上生意人 19
Affiliate
affid=001
johnlui.com, 八面玲瓏網上生意人 20
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
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
johnlui.com, 八面玲瓏網上生意人 21
johnlui.com, 八面玲瓏網上生意人 22
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
johnlui.com, 八面玲瓏網上生意人 23
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
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
johnlui.com, 八面玲瓏網上生意人 24
ONLINE + OFFLINE StrategyWhy Perfect for HK market?
johnlui.com, 八面玲瓏網上生意人 25
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
johnlui.com, 八面玲瓏網上生意人 26
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.
johnlui.com, 八面玲瓏網上生意人 27
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%
johnlui.com, 八面玲瓏網上生意人 28
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.
johnlui.com, 八面玲瓏網上生意人 29
ONLINE + OFFLINE StrategyMotivation for Affiliate Business networking gathering to share
successful strategy and build affiliate / client relationship.
johnlui.com, 八面玲瓏網上生意人 30
CASE STUDY – AIRLINES
johnlui.com, 八面玲瓏網上生意人 31
CASE STUDY – AIRLINESCurrent Model
Clients never buy from airline directly Tickets sell through travel agents High overhead (rent, salary, benefit) for
travel agency.
johnlui.com, 八面玲瓏網上生意人 32
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
johnlui.com, 八面玲瓏網上生意人 33
CASE STUDY – AIRLINESOnline + Offline Model
johnlui.com, 八面玲瓏網上生意人 34
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
johnlui.com, 八面玲瓏網上生意人 35
CASE STUDY – Credit Card
johnlui.com, 八面玲瓏網上生意人 36
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
johnlui.com, 八面玲瓏網上生意人 37
CASE STUDY – Credit CardOnline + Offline Model
On-the-spot saving for customers who submit online application
Additional savings for successful application
johnlui.com, 八面玲瓏網上生意人 38
CASE STUDY – Credit CardOnline + Offline Model
johnlui.com, 八面玲瓏網上生意人 39
CASE STUDY – Credit CardKEYS of Success
Marketing materials in restaurant for product awareness
Additional hardware is required
johnlui.com, 八面玲瓏網上生意人 40
CASE STUDY – General Insurance
johnlui.com, 八面玲瓏網上生意人 41
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.
johnlui.com, 八面玲瓏網上生意人 42
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
johnlui.com, 八面玲瓏網上生意人 43
CASE STUDY – General Insurance Online + Offline Model
johnlui.com, 八面玲瓏網上生意人 44
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
johnlui.com, 八面玲瓏網上生意人 45
SunShine Solutions
johnlui.com, 八面玲瓏網上生意人 46
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
johnlui.com, 八面玲瓏網上生意人 47
THINKING OUT OF THE BOX and MAKE IT HAPPEN!John Lui, johnlui.com, +852 6388-0495
johnlui.com, 八面玲瓏網上生意人 48
THINKING OUT OF THE BOX and MAKE IT HAPPEN!John Lui, johnlui.com, +852 6388-0495
johnlui.com, 八面玲瓏網上生意人 49
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