WSM Case 3 - dynamic quick win model (1) - marketing by small scaled knowledge sharing

Dynamic finanical service marketing
The following marketing plan/strategy is scalable, dynamic and effective. It is well proven by a number of education organizations.

Conduct education and selling at the same time by holding some free seminars.

1) marketing to invite people to join their free class by:

• posting ad into the free newspaper
• using email invitation
• providing incentive (like free booklets, free Internet discussion group, lucky draw (coupons for purchasing their products or services)

2) Knowledge sharing to gain creditibility (within the seminar)
within the seminor, providing some interesting topics and simple cases studies like investment / speculative investment / learning technique

3) impulse selling
after collecting the credit, show a listed price of the service and then elicit impulse buying atmosphre by providing some incentive like
early-bird discount
coupon for registration


Case observation:
One number of free knowledge sharing sessions/ courses appear in the marketing to attract different segment of working classes to use their education and investment service.

Every day you can find a number of free classes in the free newspaper like Headline Daily, Metro daily or am730.


How to make use of this marketing strategies?

Due to the editor is busy with dragon boat competition and office Policy Replacement Handling application development so he will share some of the effective strategies and approach to conduct this wining WSM marketing.

Corporate Change and Transform : subsidiaries’ adoption of advanced management practices

The passage share to how use the INFORMATION PROVISION to conduct corporate management referencing to a theory of Diffusing management issued by Harvard Business School.

http://www.hbs.edu/research/pdf/08-085.pdf

Key of Customer Loyalty links to the CS Employee Manageemnt

It's the E=MC2 of customer loyalty.
Deeply satisfied employee = deeply satisfied customer = lifelong profit.

Harvard Business School professor emeritus James L. Heskett has spent much of his career exploring how satisfied employees and customers can drive lifelong profit.

For details, please refer to the article in below

It is estracting from the article "The New Math of Customer Relationships"
http://hbswk.hbs.edu/item/5884.html

How does it related to HK finance service?

It implies the HR is no longer a supporting function, it can be proactively acting as one of the Customer loyalty driver and act as one of the strategic role to build long term profitability for the company.

Editor wil try share more info in later.

"FIRING" the less profitable customers. Has this concept taken hold in practice?

It may be a way to upset the non-targetted customers but the Professor from Harvard Business School points out from the employee point of view

• that it may be another way to express the support to the company employee, and
• keep the company in strategic focus on the profitable segment

The profession points out example of ING Direct, the fastest growing financial service organization in US for the last 7 years. They asked about 10,000 non-profitable customer to go per month, and they preserve the highest customer satisfaction ranking for they 6.5 million of profitable customers.

Extracting from http://hbswk.hbs.edu/item/5884.html

Intel Move in Taiwan

22-Apr (Tue) by Hong Kong Standard.

Intel is planning to invest USD500 millions for the WiMax sector in coming 5 years.

With a such move, it provides a signal to other chips and periperals sector players to have more positive and assertive business plan for growth and expansion.

How does it related to the investors?
It can be anitcipated more IT related good news will come forward like joining co-operation, new deals direct or indirect will that news can be anticipated in the near future.

It generated the demend for logistic and IT business. The stock for Taiwan IT company, logistic companies will look good.

Editor reading site

MIT Business School

http://ocw.mit.edu/OcwWeb/Sloan-School-of-Management/15-810Spring-2005/Readings/

WSM Case 2 - marketing strategy to attract people to click into your web

Office Email Marketing - Case 1 - effective WSM marketing strategy to visit to your web Ad and promotion info by using activity marketing together with office email marketing

A case studies has been conducted by editor during Q1 and Q2 2008

Marketing Theory:

• Office Email marketing is highly effective during in office hour which other marketin channel cannot take part properly during office time
• Office Email marketing + Activities marketing combined marketing strategy is very useful to conduct market communication

Result of the experiements:
over 95% has clicked into this web.

Experiement approach

1. conduct a social gathering (editor is very happy for his wedding, after his wedding, editor found that this wedding was also a very typical email marketing example. So he trys to document the experience in below)
2. establish an blog with web-visiting count (google adsense) - http://gracewilliam.blogspot.com
3. this blog has posted some activities who may involve the target marketing segment. The activiteis like joinining some social gathering or charity compaign.
4. email to those target segments and tell them the activities info has been posted onto the blog

Result in details

• this blog received very high click rate (nearly 95%) during office hour within same day of issuing the email

Implication - what have we got?

1. instance fast result marketing with effective and high clicked rate of promotion message
2. office email marketing is one of the most effective way to conduct WSM in term of time to market consideration
3. effective and low cost
4. high customized email content is required