The Magic of Online Marketing - Spoilt founder Michelle Lam - CityU Business Leader Forum in Hong...
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The Magic of Online Marketing
Michelle Lam, Founder of Spoilt City University of Hong Kong
Friday October 14th 2011
www.spoilt.com.hk Unique Experiences :: Memorable Events
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Gifts of Experience
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Formula Racing Driving Experience 方程式賽車訓練
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Make Your Own CD 灌錄個人大碟
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Food & Mood: Aphrodisiacs 101 浪漫情人烹飪班
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Deep Sea Fishing Experience 深海釣魚體驗
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Experiences :
Unique activities in HK
= Gifts of Experience
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I need to take a girl out and impress her.
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Chocolate Master Class for Two
The ultimate chocolate indulgence
Artisan chocolate making master class
Free-flowing Champagne
Personalised chef’s jackets
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“Seriously. This is
hands down the
best experience to
take a date on.” !
-‐ Michael 1st May 2010
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OR
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AND
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Why do business on the internet?
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There are 4 major business models for internet businesses
Content Based Site e.g. Yahoo, Blogs
Software as a Service (Saas)
e.g. Salesforce.com, Mailchimp, Google Docs
Broker e.g. Ebay, Tao Bao, Property listing sites
E-Commerce e.g. Amazon
** Excluding Games and Mobile Apps
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User Experience (UX) design is the first impression of your brand
• Achieve objectives
• User friendly layout
• Design to minimum number of clicks
• Relevance – seasonal, trends, personal
Design to short attention spans! Average Time on site 2.16 minutes
Average 3.10 pages/visit
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Marketing drives the traffic, Sales close the deals, CRM draws repeat clients
Awareness Consideration Purchase Loyalty Advocacy
WEB TRAFFIC
MARKETING SALES CRM
* CRM = Customer Relationship Management
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Good Search Engine Optimisation (SEO) is like occupying prime location
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Search Engine Marketing (SEM) is to run campaigns on Google and Yahoo
Pay per click (PPC) Google - HK$3.63 per click Yahoo – HK$1.58 per click
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SEO and SEM are the largest drivers of traffic for Spoilt
SEM 31%
SEO 46%
Others 23%
Source of web traffic to spoilt.com.hk: Feb 2010-October 2011
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Traffic from direct marketing to existing client base converts well
Open rate – 46% Click rate – 6.4%
Breakdown of click performance Food & Mood: Aphrodisiacs 101- 23% Scrapbooking Workshop for Two – 18% Make Your Own CD – 3% Spa Massage at Home for Two – 18%
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Social network presence enable word-of-mouth traffic
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Press coverage is also a big driver of traffic to the Spoilt website
Sudden Weekly 忽然一週, February 2011, Feature on Scrapbooking Workshop
TVB 財經透視, February 2011, Valentine’s Day special on experience gifts, featured Make Your Own CD
Now TV Lifetival, February 2011, Feature on Healthy Cooking Class at Harilela Mansion
RTHK Gimme 5, February 2011, Feature on Tea Appreciation Workshop
SCMP, December 2010, Feature on Experience Gifts
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TVB 財經透視 featured Spoilt in a Valentine’s Day special
Watch online: http://youtu.be/8rUM8NOSiVg
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Marketing drives the traffic, Sales close the deals, CRM draws repeat clients
Awareness Consideration Purchase Loyalty Advocacy
WEB TRAFFIC
MARKETING SALES CRM
* CRM = Customer Relationship Management
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Sales process is prepared for different types of customers
Different types of customers observed
Western / Western-educated • Like to research products online • Happy with placing order directly online, used to
online shopping • Prefer to communicate by email
Local Hong Kong • Like to call and talk to a real human to answer
questions • Sometimes prefer not to pay online via credit card
because of perceived security issue
New project: Live Chat
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Effective of marketing efforts is measured by the conversion rate
Awareness Consideration Purchase Loyalty Advocacy
MARKETING SALES CRM
* CRM = Customer Relationship Management
CONVERSION RATE
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Best-in-class websites do >3 times better than average in conversion rates
5
14.1
17.6
Average websites Proflowers.com (Jan '08) Amazon.com (December '07)
Website Sales Conversion Rate (Source: Nielson Online)