D IRECT Marketing (DM) - Limited Dollars for Marvellous Results L everaging on Online Marketing, even for non IT Marketers F IRST Among Equals:

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1 D IRECT Marketing (DM) - Limited Dollars for Marvellous Results L everaging on Online Marketing, even for non IT Marketers F IRST Among Equals: Topping an Internet Search-Engine Search

2 Workshop A: Direct Marketing (DM) Limited Dollars for Marvellous Results BENEFITS OF THE WORKSHOP There is no doubt that the world is becoming an increasingly competitive place. Every organization is trying to establish an edge for themselves and every organization is finding this more difficult and much more expensive to do so. In fact, the real edge will only come from being able to develop and communicate the essence of your brand better than your competitors. But who was it that said "I know I am wasting half my money on advertising but I am just not sure which half that is"? So how do we make sure that our dollars go further and we don t waste any? We make them accountable, that s how. In utilizing direct marketing for your business you will be able to not only add value to your brand but also extend your customer base and be able to measure every dollar you spend and then judge the effectiveness of that spend. The targeted nature of direct marketing is ideal for managing an ever-shrinking marketing budget as well as allowing you to better reach those customers that count and spend nothing on those that don t. WHO MUST ATTEND - Marketing Managers/Directors - Brand Managers - Communication Managers - Self-employed business owners - Managers who need to gain a better understanding of the direct marketing process WORKSHOP OUTLINE Among a range of issues addressed on the day, the workshop will address the following: What exactly is Direct Marketing and how can it help my business? Why Data Base Marketing is such a hot topic and how it can be used to double business The secrets to direct mail success How to cost effectively access Direct Mailing Lists to increase the customer base Making choices about the type of direct marketing approach that will best suit the business How online marketing can improve the business for a very small financial outlay The art of developing an effective sales lead campaign using direct marketing The key legal issues facing direct marketers in Hong Kong today Identifying a range of free resources to use in a successful direct marketing campaign Participants will also given "The Ten Step Guide to building an effective Direct Marketing Plan". This booklet is an exclusive offer to HKMA attendees and is only available at the seminar.

3 Workshop B: Leveraging on Online Marketing, even for non-it Marketers BENEFITS OF THE WORKSHOP The first reaction of managers when they hear the word "internet" is to think high-tech and inaccessible. This course demonstrates how that doesn t have to be the case and in fact with some very simple lessons, the internet can become your number one marketing tool. Fast, responsive, accountable, direct the list goes on. Making your marketing dollars work for you is the critical challenge for all marketers. So when a medium comes along that not only offers to reduce your marketing spend but in fact improve your results and get you closer to your customer, then you have to listen. The methods used in this course are designed specifically for those who find the idea of marketing on the internet a little overwhelming. You will be introduced to some very simple techniques for monitoring your internet marketing performance, reaching new customers, holding existing ones and increasing your profitability. WHO MUST ATTEND - Marketing Managers/Directors - Brand Managers - Communication Managers - Self-employed business owners - Managers who need to gain a better understanding of the online marketing process WORKSHOP OUTLINE Among a range of issues addressed on the day, the workshop will address the following: What free tools can I use to keep track of my performance? What in the world are blogs and how can I make them work for me? How can I improve my placing in search engines like Google and MSN? How can I make an ipod part of my business? Is it possible to advertise on the internet cheaply and efficiently? How can I use the internet to distribute my product or service? Safety and security with online marketing What is coming next and how can I prepare for it? Participants will also given "The Four Pillars of building a successful online Marketing Campaign". This booklet is an exclusive offer to HKMA attendees and is only available at the seminar.

4 Workshop C: First Among Equals: Topping an Internet Search-Engine Search BENEFITS OF THE WORKSHOP Advertising on the internet can be an effective but sometimes expensive solution for your business. But what if there was an even easier way to reach clients but at only a fraction of the cost of online advertising? Would you be interested? Search Engine Optimisation (SEO) sounds like a mouth full but it is one of the easiest and cheapest ways to get to your customers that the internet has to offer. Taking your website to the top of a search-engine search may be just the key you are looking for to unlock access to those prospects/customers you seek. Search engines are fast becoming the principle way that people make purchase decisions. Using only two simple techniques, you can learn how to get to the top of a search performed by your customer at either Google, Baidu, MSN or Yahoo. Collectively, these four search engines account for over 75% of searches conducted on the internet. Imagine understanding the mystery behind these engines and the potential this might have for your business. You can appreciate the potential benefit to your business when your customer performs a search on Google or one other of these search engines and your company s name comes up on the front page! Would it be even sweeter if this marketing success story cost you nothing more than a little time on your part? Getting to the front page of a Google or Yahoo search is much easier than you think and a lot cheaper and simpler than the consultants would have you believe. A one-day seminar is all you need to learn a few simple ways to get to the top of the search engine pile. WHO MUST ATTEND - Marketing Managers/Directors - Brand Managers - Communication Managers - Self-employed business owners - Managers who need to gain a better understanding of the online marketing process WORKSHOP OUTLINE Among a range of issues addressed on the day, the workshop will address the following: What does it mean to reach the top of a search engine search for my company How do I track the success of an SEO campaign What are the two critical elements of a SEO campaign and how do I deploy them? How can I use my website to double the number of customers and sales that I make? How do I know what things my customers are searching for? How can I actually increase my range of business offerings using this strategy as a guide? Participants will also given "The Beginners Guide to Optimising for Search Engines". This booklet is an exclusive offer to HKMA attendees and is only available at the seminar.

5 Workshop Leader Tim Lyons has been working in both sales and marketing for over twenty years. He has held positions with both large companies as well as small and medium sized enterprises. He is an Australian who divides his time between Paris, France and Hangzhou, China while having also travelled extensively (commercially) throughout Asia over the last decade. He has consulted actively in Singapore, Hong Kong, Indonesia, Mainland China and worked on a full time basis for a major direct marketing company in Japan and the Philippines. Over the last twenty years he has also been active in academic circles, holding various lecturing positions with Monash University (where he completed his undergraduate studies in marketing and his post-graduate studies in finance), RMIT University, the Australian Graduate School of Management, the Securities Institute of Australia and IESEG Business School in France. He has also previously been the course director of the largest undergraduate marketing programme in Australia, based at Monash University in Melbourne. His training client list includes Telstra-Australia, Shell, Caterpillar, ANZ Bank, JP Morgan as well as many small, medium and large sized enterprises. Tim is particularly committed to practical seminar work that provides serious outcomes for its participants outcomes that can be put into practice as soon as the seminar attendee returns to work after the course. He is currently a Director of ManageChina ( based in Hangzhou, China and is completing his PhD at the International School of Management ( in Paris, France.

6 Language Medium English Dates Direct Marketing - Limited Dollars for Marvellous Results Monday, 21 August 2006 Leveraging on Online Marketing, even for Non-IT Marketers Tuesday, 22 August 2006 First Among Equals: Topping an Internet Search-Engine Search Wednesday, 23 August 2006 Registration Fees for each one-day workshop HKMA Members: HK$2,300 Non-Members: HK$2,500 Lunch is provided with compliments Venue HKMA Management Development Centre Rm 202 2/F First Commercial Building Leighton Road Causeway Bay HONG KONG Time 9:00 am -5:00 pm Please complete the registration form and return it together with appropriate fee(s) to the Secretariat on or before 15 August Reservations by fax ( ) are welcome. For information on the workshops, please contact Ms Christine Choy on or Mr S H So on For registration details, please contact Ms May Tang on Successful applicants will be notified by telephone and no separate letter of acceptance will be issued. To: REGISTRATION FORM Director General, The Hong Kong Management Association Top Floor Unit M Phase III Kaiser Estate 11 Hok Yuen St Hung Hom KOWLOON Tel: Fax: I would like to reserve one seat for the following workshop on: Direct Marketing - Limited Dollars for Marvellous Results (AC FC) Leveraging on Online Marketing (AC FC) First Among Equals: Topping an Internet Search-Engine Search (AC FC) Enclosed is a crossed cheque for HK$ (made payable to The Hong Kong Management Association) for this function. Cheque No. Fee paid by company self OINA Name: Mr/Ms Position: HKID Card No.: HKMA Membership No.: Company: Address of Company: Co. Tel No.: Fax No.(office): Where did you FIRST learn about this programme? Promotion from HKMA Direct Mail by Post HKMA Website MTR Station Display (Please specify): Exhibition (Please specify): Signature: Date: * Please photocopy for more registration forms if necessary. * No refund will be made after payment, but participants can arrange to have their places substituted should they be unable to attend the workshop. * Reservations are subject to confirmation by payment in full prior to programme commencement and receipts will be issued within ten days after the payment is received. * Personal data will be used for the purposes of market research, programme development and direct mailing.