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White Paper on Magic Marketing Solution A Power Point Presentation


Magic Marketing Solution ... Mi-Card -- Magic Information Card, An Extremely Effective Marketing Medium with ... Magic Directory with ClickCall Features - A ... – PowerPoint PPT presentation

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Title: White Paper on Magic Marketing Solution A Power Point Presentation

White Paper on Magic Marketing Solution - A Power
Point Presentation
  • Dr. Ifay Chang
  • CEO/President
  • IPO2U.COM, Inc.
  • www.ipo2u.com
  • ifay_at_ipo2u.com

Magic Marketing Solution
  • Recommendation of A Concept, Value Marketing, for
    Small Businesses Today and Tomorrow
  • Understanding the Process of Marketing
  • Definition
  • The Basic Elements
  • The Strategic and Tactic Changes in Planning and
  • Understanding Strategic and Tactic Marketing
  • Bottom-Up More Advantageous for Small Companies
  • Telemarketing (Cold call) and Direct Marketing
    (Spam Mail)
  • Characteristics, Pitfalls, Techniques and
  • Concept of Value Marketing, Demonstration of
    Magic Marketing Solution
  • Mi-Card As A Value Medium, Magic Comes from
  • Magic Directory and Magic Icon DBCC, NYMTC,
    i800-Health, Online Shopping
  • Tactic and Strategic Thinking Behind Magic
    Marketing Solution
  • Application of Magic Marketing to Promotion of
    Online Shopping
  • Creating Magic Information Card
  • Building Online Shopping Business Community for
    Long term reationship
  • Conclusions
  • Mi-Card -- Magic Information Card, An Extremely
    Effective Marketing Medium with ClickCall
    Benefiting the Business Community

Understanding The Processes of Marketing
  • Definition of Marketing
  • Find Out What Customers Want and Give It to Them
    - Tim Cohn
  • Peter Drucker's Definition of Marketing"Marketing
    and innovation are the two chief functions of
    business. You get paid for creating a customer,
    which is marketing. And you get paid for creating
    a new dimension of performance, which is
    innovation. Everything else is a cost center."
  • A General Definition of Marketing The act or
    process of buying and selling in a market.
  • Another Marketing Definition The commercial
    functions involved in transferring goods from
    producer to consumer.
  • Process Related Definition The Traditional 4P
    and Customer Services
  • Marketing Is A Strategy. Strategy Is Not Just A
    Goal but A Guided Direction. Strategy Can Only
    Succeed with A Plan - Al Ries and Jack Trout
  • Marketing Is Like A War. The Larger the Army and
    the More Supply, the Greater the Advantage to Win
    the War Unless Someone Uses A Brilliant Tactic to
    Win A Crucial Battle And Then Win the War.
    Finding the Right Tactic Is The Only Alternative
    A Cash Scarce Business Can Do To Fight A
    Marketing War - Ifay Chang

Understanding The Processes of Marketing
  • Basic Elements
  • Product, Price, Place (Distribution) and
    Promotion (Traditional 4P)
  • Customer Services (Key Element for Keeping
    Customers/Market Share)
  • Strategic Thinking, Segmenting the Markets
    (Businesses) and Targeting the People (Customers)
    Will Give You Competitive Advantages
  • Analyze and Determine What Customers Needs and
  • Investigate the Business Environment and Plan How
    to Serve Customers Needs and Wants Satisfactorily
    and Profitably
  • Develop A Plan with Products and Services to Sell
    at What Price Via Which Distribution Channel with
    What Promotion and Advertising Means
  • Implement A Tactic Plan Consistent with the
    Strategic Plan
  • Top-Down Versus Bottom-Up of Development of
    Marketing Strategy and Plan (See Figure Later)

Understandinging The Processes of Marketing
  • The Strategic and Tactic Changes in Implementing
    A Marketing Plan
  • Internet Is Challenging the Traditional Marketing
  • Internet Is Increasing the Marketing
    Capabilities, Conceptually and Technologically
  • The Changes Are in Specific Marketing Strategy
    and Tactics to Take to Implement the Strategy
  • Development of Strategic Plan to Implementation
    of Tactic Plan Is Still the Same process but
    Faster Feedback and More Dynamic Correction with
  • Leveraging on Internet Enters in Both Strategic
    Plan and Tactic Implementation
  • Telemarketing (Internet Assisted), Email Direct
    Marketing and Internet (Web) Marketing and
    Advertising Exploited Because of Low Cost
  • Recognition of the Value of World Wide Web for
    Business Processes Especially Marketing
  • Internet Has Impact on Both Top-down and
    Bottom-up Approaches in Marketing

Strategic and Tactic Marketing
Todays Marketing Advertising
  • PR Through News Media, TV/Newspaper/Magazine
    Interview or Article
  • Publications in Journals, White Paper, Product
    Brochures and Press Releases
  • Seminar Presentations, Tradeshows and Networking
  • TV, Radio and Print Advertising
  • Brand Name and Product Promotion by Offering Free
    Samples or Gifts or Discount Coupons
  • Web Site Marketing and Advertising
  • Direct Marketing by Mail and Email
  • Telemarketing
  • Other Media Such As Bill Boards (Highway, Public
    Transportation, Public Space)
  • Video/Audio Tape and CD
  • For Small Businesses, Most Items above Are Not
    Affordable Due to Capital Constraints
  • On the Other Hand, Any Business Big or Small Must
    Do Marketing to Succeed
  • Telemarketing and Direct Emailing Are Selected
    for Low Cost Not for Effectiveness

Successes and Failures
  • Good Ideas Sometimes Are Obvious Ideas They Work
    but Can Be Easily Copied
  • TideWhite, Cheer Whiter Than White, Bold
    Bright Until Unilever/Surf2X Perfume Grabbed 12
    of 3.5B Market Share Now Everyone Puts Perfume
    in (People Dont Look at Clothes They Smell
  • Delta Airlines Triple Mileage Successful but
    Soon Copied by Others
  • Good Marketing Puts A Knife in the Competitors
    Back, Hard to Defend
  • BurgerKings Broiled Not Fried Hamburger Ad, It
    Was Too Expensive for MacDonald to Change
  • Dominos 30min Guaranteed Home Delivery, Pizza
    Hut Cant Match
  • High Price Low Demand but Not Necessarily Low
  • Joy The Costliest Perfume In The World
  • More Dumb Ideas Came from Top Down Marketing
  • GM Used the Same Body for All Mid-Size Cars, A
    Disaster Strategy
  • Small Companies Have Advantages in Discovering
    Competitive Edge
  • Kemmons Wilson Was Charged 2 Each for His 5
    Children at A Motel That Gave Him the Idea of
    Building His First Holiday Inn, Kids Stay Free
  • In The Following, We Will Critique Two bad
    Marketing Methods and Recommend An Marketing
    Concept Especially Good for Small Businesses
    Called Value Marketing

Telemarketing (Cold Call) and Direct Marketing
(Spam Mail)
  • Telemarketing (Cold Calls)
  • Characteristics
  • Limited Market Analysis and People Knowledge
    (Area Code)
  • More Sales Oriented Than Promotion or Consulting
    (Little Value)
  • Inexperienced Caller with Limited Product and
    Service Knowledge
  • Random Selection of Numerous 15 Second Opening
  • Pitfalls
  • Marketing Process Depersonalized
  • Low Probability of Success ( P of Right Phone
    List x P of Right Person Answering Call x P of
    the Right Time to Call x P of Matched Interest in
    Product and Services Small Number, Ps )
  • Must Offer Immediate Value Like Sales Discount
    and Promotional Gifts Unable to Engage in Broad
    Based Promotion or Positioning
  • Under Tremendous Time Pressure to Conclude Pitch
    and Lead to Transaction or Follow-Up
  • Most of the Time Annoyed or Alienated the Big
    Number (1-Ps ), Gain One Customer by Killing One
    Hundred Prospects

Telemarketing (Cold Call) and Direct Marketing
(Spam Mail)
  • Telemarketing (Cold Calls)
  • Techniques (Skills) Recommended
  • Consultative Selling Instead of Product selling
    to Offer Value to Clients, Focus on Clients,
    Finding Needs Before Selling.
  • Be Extremely Knowledgeable about Products and
    Related Questions
  • Follow A Framework Opening, Client needs,
    Product Info/Positioning of Ideas, Listen and
    Resolve Objections, Closing and Set Up Action or
  • Critical Skills Presence, Relating, Questioning,
    Listening, Positioning, Checking
  • Use Open-ended Questions Not Yes or No Questions
  • Do Homework, Set up Objective, Concentrate (100)
    on the Call
  • Conclusions
  • Cold Call Is A Low Yield, Possibly Damaging,
    Marketing Method
  • Telephone Is Still A useful Communication Device
    for Marketing and Sales but Need to Prime
    Prospects and Have the Right Real-time
    Environment, For Example, Online Web Browsing and
  • Search for Value Offering Marketing Methods, More
    Discussion to Follow

Telemarketing (Cold Call) and Direct Marketing
(Spam Mail)
  • Direct Marketing (Spam Mails)
  • Characteristics
  • Large List with Little Knowledge of People or
    Business Profile (Zip Code)
  • Fixed Message or Canned Pitch
  • Reply Not Accepted for Fear of Spam Backfire
    (Receives Million Returns)
  • Evolving Into Email Newsletter Trying to Add
    Content Value
  • Pitfalls
  • Low Probability of Success ( P of Right Email
    List x P of Right Person Receiving Mail x P of
    Not Being Deleted x P of Matched Interest in
    Product and Services A Very Small Number, Ps )
  • Can Not Offer Instant Contact When A Potential
    Customer Is Reached.
  • No Way to Predict When Customer Will Contact
    Through What Means to Follow Up.
  • Most of the Time the Email Is Deleted Creating A
    Bad Name among the Big Number (1-Ps )

Telemarketing (Cold call) and Direct Marketing
(Spam Mail)
  • Direct Marketing (Spam Mails)
  • Techniques (Tips)
  • Use Personal Name and Meaningful Subject Title to
    Avoid Filter
  • Use Automated Emailing Tool with Rich Library and
    Framing Function
  • Imbed Interesting and Relevant Links (More Info
  • Develop and Use Opt-in Mailing List Per Product
  • Use Credible Referrals and Short-to-the Point
  • Schedule Timely Follow-Up Calls or Appointments
  • Conclusions
  • Client Only Desires Content with Significant
  • Action and Follow Up Difficult to Arrange and
    Expect by Mail
  • Hot Leads May Turn Cold Since Mail Is Not
    Real-time Interactive
  • Should Explore Multimedia Information Rich Medium
    with Hyperlink if Possible, For Example, CD
    (Better Yet Mi-Card See Discussion Later)

Concept of Value Marketing
  • What Is Value Marketing
  • Offer Value to Prospects During Marketing Process
    Whenever Possible
  • Leverage on Existing Values to Maximize on
    Value Minimize Cost
  • Take Advantage of Collective or Alliance
    Marketing to Share Cost
  • Understand Prospects Values, Discover Competitive
    Edges Formulate Tactics
  • Take the Bottom-Up Approach to Build A Marketing
    Plan around the Tactics
  • Articulate the Key Differentiation and the Values
  • The Initial Value Doesnt Have to Be from Your
  • Launch the Tactic, Follow the Marketing Plan and
    Win the War
  • Examples of Value Marketing, Newsletter,
    Seminar,... Mi-Card
  • Value Marketing Can Be Leveraged in A Collective
    way for Small and
  • Medium Businesses (See Magic Marketing Solution
  • Takes Little Money to Make Big Impact and
    Receive Continuous Return
  • Offers Great Value to Create Magic and Receive
    Valuable Customers

Magic Marketing Solution - Value Marketing -
  • What Is Magic Marketing Solution?
  • A Suite of Valuable Components Forms the Magic
    Marketing Solution
  • Magic Directory with ClickCall Features - A Big
    Value for Business Community
  • Magic Information Card (Mi-Card) with Multimedia
    Interactive Communication to Convey Values,
    Products and Services
  • Web Call Icon, Symbol of ClickCall Function for
    Every Web Page
  • Application Examples As References for Magic
    Directory, Magic icon and Magic Information Card,
    Mi-Card, the Best Value Marketing Medium
  • Downtown Business Calling Card
  • NY Metropolitan Transportation Council Report
  • MWSearch E-Directory for Health
  • MWS Online Shopping Mart
  • Demonstration of Value Marketing in Action (A
  • DBCC Demo, 50 MB Multimedia Rich Content, City
    History, Architecture, Panoramic City Scenery,
    Transportation Maps, 9-11 Memorial Poems, Songs
    and Web Sites, Utility Tools Including DBCC
  • DBCC Directory I (Restaurants and Shops) and II
    (Businesses), i800 Directory for Health

Apply Magic Marketing Solution to Online Shopping
  • Bottom-Up Tactic Marketing
  • You Got the Stores/Products/Services, You Offer
    Discounts/Coupons/Sales, How Do You Get Customers
    to Buy Online?
  • Understand Customers Values - Want To Make
    Informed Purchasing Decisions in a No-Hassle Way
    (Valuable Content, Utility Tools and
  • Use Web Call Icon to Provide Such Values and as A
    Convenience Tool
  • Add True ClickCall Value to Directory with Clear
    Advantages Over Yellow Pages and Other On-line
    Directory to Get Shoppers to Use the Magic
    Directory, in Turn Engage Online Shopping
  • Distribute Magic Information Card with Lots of
    Values, Multimedia Interactive Communication,
    and Persistent Links and Future Hooks to Retain
  • Market Collectively
  • Magic Marketing Solution Offers Value Marketing,
    The Magic Comes from Values. Collectively, More
    Values Can Be Offered hence More Magic Performed
  • Place to Market (Distribution)
  • Magic Information Card Creates Its Own Medium and
    Can Work Persistently and Synergistically with
    Business Web Sites to Maintain and Update Values
    and Draw Customers

Creating Magic Information Card for Online
Shopping Mart
  • Bottom-Up Tactic Marketing
  • Online Shopping Mart vs Shopping Mall and Retail
  • There Are Clear Advantages in Shopping Online But
    the Messages Are Not Yet Well Accepted by
  • A Culture of Online Shopping Need to Be
    Cultivated and This Can Be Done through Value
    Marketing Using the Inexpensive Magic Information
  • Magic Information Card Design and Production Are
    Similar to Web or CD Development. ClickCall and
    Other Mature Utilities Can Be Easily Integrated
    to Support a Online Shopping Business Community
    and Its Continuing Growth.
  • The MWS Online Shopping Mart and Its Value
    Content (A.R.T. of Online Shopping), for example,
    Can Be Included in the Mi-Card for Wide
  • Cost Effectiveness with Magic Information Card
    Offering Value Marketing
  • Significantly inexpensive Compared to TV, Radio,
    and Print Media
  • More Effective with Interactive Marketing and
    Persistent reach to Customers

  • Magic Marketing Is An Innovative Solution with
    Effective Media and Components, Priced Extremely
    Competitive and Advantageous Over Any Other
    Marketing Solution.
  • Magic Marketing Is Synergistic with Business Web
    Sites Hence Can Leverage the Internet Value.
    (ClikcCall Directories, Persistent Links and
    Utility Values)
  • Many Existing Values Perceived by Customers Can
    Be Easily integrated into a Concept Offering (For
    Example, Contents, Directories and Merchant
    Offerings for Promoting The MWS Online Shopping
    Mart Collectively)
  • Its Simple to Implement, Low Budget, Tractable
    (via Online Interaction) and Continuous and
    Persistent in Building a Long Term Customer
  • Recognizing the Magic Marketing Solutions Are
    Building and Binding Business Communities Where
    Merchants Can Market Their Products and Services
    Cost Effectively and Customers Can Have Value and
    Convenience to Perform Informed Purchasing
  • in The Present Hard Time, the Magic Marketing
    Solution Is a Survival Solution for All
  • Do Browse the Pages Which Describe the Magic
    Marketing in Action for MWS Online Shopping Mart,
    Click here.

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