Cooler Insights

Marketing Strategies in a Downturn

2008-10-10T06:30:00.001+08:00

What should companies do in a recession? Should they cut back on their advertising expenses or use the opportunity to build their brands like what P&G would do?

I found out the answers to the above and more at the recent CEO Power Breakfast hosted by the Institute of Advertising Singapore and Moove Media. Held at the pristine Shangri-La Hotel, the panel discussion featured three top marketers in Singapore: Mr Terry O'Connor, CEO of Courts Singapore, Mr Quek Peck Leng, CEO of Singtel Mobile and Exec Vice President (Consumer) of Singtel, and Ms Isabelle Svartstein-Bourjade, General Manager of L'Oreal. The moderator was Ms Goh Shu Fen, Principal of R3 Asia Pacific.

Some of the trends cited were pretty sobering in these times:

75% if CEOs in the US thought they provided good customer service. However,
59% of customers were dissatisfied with customer service there.

A year ago, the ST Index (Singapore's main stock index) was at 3,900. Back then we were cited as a "Developed country growing at a developing pace". Today, STI is close to 2,000.

Being a highly attentive student (I was furiously scribbling notes), I managed to pick up 11 useful tips from the talk:

1) Focus on the core value and business proposition of your brand. In uncertain times, consumers will want to stick to something which they are familiar with. For retailers like Courts, more emphasis will be placed on price as opposed to service.

2) Consider the other consumer concerns. For L'Oreal, growing environmental consciousness and worry about side effects (triggered by the China milk scandals) have given rise to more minimal packaging and emphasis on consumer health and safety. The top 3 drivers for them would be value, safety and the environment.

3) For the case of Singtel, it will involve moving from big bold ideas to smaller and more granular ones. In a downturn, consumers will be tighter in the mind and the wallet. As such, FMCGs (or in Singtel's case, FMTG with T meaning Technology) need embrace a street view rather than a world view.

4) Companies must also look for new markets of growth and capitalise on them. An example cited was the beauty market for men, something which L'Oreal is pursuing aggressively, small though that market may be.

5) Product portfolios would also need to be changed, and this would include the corresponding advertising and branding investment. The cash cows and stars may need to be realigned as consumer's cut their expenses.

6) For retailers, tighter category management is key. This means that one needs to dissect further what one's customers want in times like this rather than rely on historical information. In fact, getting a snapshot of the future - what's going ahead for the next 3 to 9 months - becomes more crucial than what took place in the past.

7) An excellent idea mooted by Shu Fen was to expand your brand's intended use. For example, A1 Steak Sauce moved into offering itself as a condiment for hamburgers instead of pricey steaks during the last crisis.

8) Work on bundling with complementary products and services. For example, laptops, handphones and telcos could work together on an integrated campaign.

9) Agencies must also get into the act together with their clients. In fact, they should try to work together like supply chain partners rather than a vendor-vendee relationship. I like the analogy used, where clients are currently like the pig offering bacon, while agencies are like chickens offering eggs. Both parties should work in lockstep, possibly on a week by week or month by month basis. To make this succeed, information should be freely shared both ways.

10) Customer analytics gains primary importance. This means that you need to know what your customers are telling you on a regular basis - their purchase patterns, attitudes towards service, and so on. Companies should spend more on consumer research because a recession isn't the time for reckless risk taking.

11) Finally, make sure you have the right folks for the job. As much as possible, get everybody in the team to think lean. Extravagance becomes a luxury, and one can't simply splash advertisements ad infinitum like there is no tomorrow.

While the above tips were useful for seasoned marketers like myself, they seem to emphasise a more back to basics approach in marketing and advertising. The topic of experimenting with new media did arise during the talk, and the general consensus seems to be that it isn't quite worth the Return On Investment (ROI) compared to other traditional means. However, L'Oreal did share that they were going to try a product launch entirely online during the coming slow period to test its effectiveness. I think the results of that would be interesting and most telling.

From Excess to Austerity - a Self Help Guide

2008-10-02T00:00:00.001+08:00

Courtesy of Notagainfarm

By now, almost everybody would have thought about the impact of the collapse in financial systems and how it would affect their lives. The wiping out of US$1 trillion in liquidity from American stock markets in one day - after the failure of the Bush's Administrations proposed US$700 billion bailout package in clearing Congress - was especially sobering. Apparently, this could just be the tip of the iceberg as the financial saga sparked off by loans made in bad faith unravels itself.

What could one do in a situation like this? Does it mean that one should immediately cut all expenses and live like a Spartan?

Well, here are some tips that could help ease the transition.

1) Eat less. Yes, you heard me. In fact, if you eat up to 70% or 80% of your usual bursting at the seams fullness, you could not only save money but live longer too. This is apparently the secret to Minister Mentor Lee Kuan Yew's long and productive life.

2) Drive less. As a regular commuter on board SBS buses, I will tell you that it isn't too bad to leave your car at home once in a while. You not only get to see life from a different perspective, you also save tremendously on parking, ERP charges and fuel. Even better if you don't own a car.

3) Watch less television (perhaps except for the news). I have lived without a television for six years in my home, and am loving the extra amount of free time that it has given me. This also puts you at less risk of falling prey to commercials touting an extravagant yuppified lifestyle.

4) Reduce, reuse and recycle. You will be amazed at how long fabrics can last. Some of my comfy T-shirts at home have been around since my junior college days and are still holding out well (sans a few threads here and there). Where possible, try to keep that old shoe serviceable and always have a set of clothes specially for grand occasions.

5) Embrace cheaper hobbies. I know that golf is a great place to discuss business and all, but it does also cost quite a bit to get the full set of gear plus membership at those posh clubs. If the wallet looks miserably empty, do what Forrest Gump - and I - enjoy best. Just put on those running shoes and hit the asphalt.

6) Spend more time outdoors. The less time you spend surrounded by material temptations in an artificial air-conditioned environment, the less likely you are to reach inside your purse. Plus some fresh air and exercise is good for you.

7) Visit museums and heritage sites. Many of them cost less than a cinema ticket (alot are free!) and they often provide much food for the soul and inspiration for the mind. By absorbing different cultures, artistic forms, and stories from the past, you are less likely to be troubled by the present.

8) Devote more time to your significant others. Dining at a hawker centre with your family and loved ones, or just spending an evening at home playing with the kids can be just as pleasurable. Be delighted with the simple things in life and put more emphasis on relationships.

9) Holiday in Uniquely Singapore. I am not kidding. Really. There is so much to do and see here in our tropical island nation. Go explore one of the fascinating lanes in Little India, embark on a nature trek from Macritchie Reservoir to Bukit Timah Hill, or indulge in colourful cuisine at Geylang.

10) Finally and most importantly, simplify your life. This is probably the most important message that I have. Do not get trapped by the temptations of hedonistic pleasures. Doing nothing can sometimes be more therapeutic than stressing oneself up just to keep up with the Joneses, Tans, Muthusamys, or Muhammads.

Downtown East - A Destination for Heartlanders

2008-09-28T17:48:00.000+08:00

Nestled amidst the balmy seaside town of Pasir Ris, Downtown East has positioned itself as a playground for the average Joe, providing entertainment in all its forms to unionists, members of the public, and their families. The transformation of what used to be NTUC Pasir Ris Resort into this one-stop mecca of mass entertainment was pretty extraordinary, considering how sleepy and rustic it used to be. Many people now know that you can get a lot more than just chalets at this Eastern destination.

My family and I decided to check out Downtown East yesterday, after being away from it for a few years. Here's our visual journey.

With a huge building looming large, the external facade of Downtown East has transformed dramatically from holiday resort to shopping mall.

This huge multi-storey carpark is a godsend to drivers, but I found the parking charges somewhat steep for a heartland venue.

This map looked uncannily similar to the ones I used to see here in terms of the use of colours. The difference though is that the E! Hub, multi-storey carpark and Wild Wild Wet are new.

A merry go round and train ride for tots gives much cheer to children.

What's new in Downtown East is the higher number of retail outlets. We took advantage of the 20% discount to buy Ethan a basketball!

Next was to check out the Popular Roadshow at Downtown East located in the huge marquee in the middle.

Loads of bargain basement books were on offer, together with stationery items, CDs and others.

Was my eyes playing tricks on me? Yes, there was another "sister" marquee - this time cladded in green - which offered more irresistible offers. Unfortunately, we weren't too keen in its merchandise range.

Some of the old favourites, like this bowling alley operated by Orchid Bowl, were still around albeit in a different location.

We next took a walk to the new E!hub which occupies a total 5 levels, and was greeted by this gaily coloured indoor ferris wheel.

Naturally, an NTUC Club operated establishment should have an NTUC Fairprice supermarket in it!

This eXplorerkid indoor playground looked fun but was pretty expensive at about $20 an hour ($11 for members).

The amusement arcade operated by Zone X was still there.

And so was the billiard saloon with the funky name.

What is this? Sounds like an aquatic animated hero?

Well, nebo is a club for youths and teens which teaches them to be entrepreneurs. These pushcarts were operated by them apparently.

There was even a cinema and a karaoke outlet (operated by KBox) in the same building! Here are the popcorn retail outlets just outside the theatre.

We finally decided to venture outdoors - for once - and checked out Escape Theme Park, one of the mainstays at Downtown East.

What's that coming around the corner?

Its a little choo-choo train with Ethan and Tina inside.

Next were rides in the brightly coloured ferris wheel...

... followed by a roller-coaster ride on a mini family coaster.

Naturally, there were other high thrill rides in the theme park, but they weren't quite suitable for our almost 5-year old.

Have you been to Downtown East lately? What do you think of this leisure complex?

Turning Crises into Opportunities

2008-09-25T08:33:00.001+08:00

Courtesy of youngadultcrisishotline

Many would know that these are challenging times. The financial markets have collapsed, retirees are losing their life savings in complex derivative financial products, inflation has reared its ugly head, and the China melamine milk scare has seized many with fear. According to many economists, the prognosis is bleak for the next two years or so. Friends in the financial sector have also told me that the prospect of losing their jobs are very real.

Against such a gloom and doom scenario, what can one do? Is there any light at the end of the tunnel? My answer is yes. Depending on your experience and training, there are opportunities out there if you know how to seize them.

Debonair investor Oei Hong Leong is one of them. His investment and gift of $1 million worth of shares in AIG (considered highly risky by most) shot up to $5 million practically over night. The LKY School of Public Policy is now the proud beneficiary of that shot of savviness. Philanthropy at its most creative!

Beyond the equities market, there are little rays of sunshine that one can capitalise on. Here are some ideas to get you started:

1) Provide a health advisory service for the illiterate and uneducated, advising them on the truth behind melamine and other related threats to physical well-being. Help them to take practical steps to protect their loved ones and they will love you for it.

2) Be seen as the champion in "value for money" living. Help people to reduce their costs of living by helping them to dissect what their typical monthly bills are like and to discard items of largesse while opting for cheaper alternatives.

3) If you are financially savvy, now is a good time to be in the financial advisory service. Seek to provide independent counsel which looks after the best interest of your clients - not your backers. Help people to look at re-evaluating their investments, and to reprioritise their financial goals.

4) Go into the business of recycling. Second hand may sometimes be just as good as brand new, if one doesn't mind a little scratch here or dent there. Cash-strapped folks wouldn't mind buying an older model of a product from other equally cash-strapped folks whose investments have gone south. Be the value added intermediary.

5) Embrace a holistic health business for mind, body and soul. People are now more stressed than ever and will need both physical and mental relief. Don't just open yet another yoga centre or spa. Instead, see if you can offer "mobile meditation" or other services that go deep into the HDB heartlands where the pain is most acute.

6) Restrategise and rejuvenate. If business is slow, consider taking a few days off to rethink what works and what doesn't. Do an offsite brainstorming session and see what would work better than others.

7) Finally, and most importantly, invest in relationships. When times are shaky, people tend to stick to what or who they know best. For so many years, marketing and advertising has been cold, heartless and calculating. It is time to really get to know your customers, understand their fears and concerns and find ways to solve their problems.

The Parable of the Spider

2008-09-21T21:59:00.000+08:00

I spotted the above spider making his home at the lift lobby just outside my home. The little guy has been there for weeks, and interestingly, no efforts have been made to clean up his silky home. I don't really mind though as I have a thing for spiders.

In fact, there are some lessons that you can learn from them, which relates pretty well to the world of marketing.

1) Location, Location, LOCATION! The spider which chooses a heavily fly and mosquito infested spot gets to feast like a king! Similarly, businesses need to select the right place for their business bearing in mind that their "bait" (or customers) should be there too.

2) Being part of a web always helps. In this day of networks, the wider and more extensive your web of contacts are, the better the chances of winning some customers out there. Likewise for our arachnid buddy.

3) Aim to be sticky and not just pervasive. A spider's web works incredibly well as an insect trapping tool because it isn't only widespread (well, relatively speaking), but it also sticks like glue. In the same way, businesses should try to aim for marketing campaign ideas that are able to achieve not only good awareness, but good recall and stick-to-itiveness. Something like a positive meme.

4) Once you secure (err...trap) your customers, make them fall hopelessly into you. In the case of the spider, that would mean that its bait gets totally sucked dry (oops wrong analogy). What I truly mean is that you should pamper your customer, cocoon them and make them paralysed with pleasure as they indulge in your products and services.

5) Don't be afraid to build, rebuild and rebuild again. A spider doesn't hang around forever on the same web. Sooner or later, some smart-assed bird, cat, or human is going to destroy its tapestry of terror. When that happens, it will build its web again. Similarly, you shouldn't be afraid to rubbish an old advertising idea when it gets too mouldy, and to embark on a fresh slate.

6) Do something good for society. In case you do not know, spiders are great to have around the house because they help to feed on mosquitoes, houseflies and other pests of the buzz-oriented kind. This helps to cut them some slack relative to other invertebrates - notice how much more quickly one would kill a mosquito compared to a web slinger (many people keep tarantulas as pets). Companies should also learn from the spider and exert a positive impact on its surrounding communities and environment. Donate to a neighbourhood charity, or encourage your staff to put in that bit of effort. Socially responsible behaviour helps you to endear yourself to more fans.

Next time you look at a spider, don't just tick it off as a worthless vermin!

Mid-Autumn Moonlit Magic

2008-09-19T22:22:00.001+08:00

The Mid-Autumn, Mooncake or Lantern Festival always carries special meaning for me. It is one of those occasions where you just simply have to be out at night to soak in the sights, sounds, scents and sweetness (mooncakes!) of that savoury festival where we commemorate the harvest of autumn. In Singapore, the celebrations inevitably revolve around the Singapore River, and that was where our extended family decided to venture after an awesome dinner (and fine wine to boot).

The moon was bright and round that night. Apparently, it was even rounder and bigger the next day (ba yue shi liu).

Here's Felicia, Ethan, Alicia and Chloe on board the MRT train from Chinatown to Clarke Quay. No prizes for guessing who couldn't sit still!

The Mid-Autumn festival celebrations were just outside Central shopping mall.

Inside, kids on Ikea stools and tables were busy creating their own lanterns.

Outside the mall along the river, the place was overflowing with people from all walks of life and all ages.

We decided to have some fun with sparklers and lit quite a few to the delight of our kids.

Here's a shot of Ethan beaming away at the luminous pleasures.

These nice electric blue chilli lights lit up the trees adjacent to Central.

The highlight of the evening were the bright coloured lanterns floating on the river. Here's a giant turtle carrying the heroes of Journey to the West (Xi You Ji).

Two of the Chinese Zodiac beasts - the snake and the dragon.

Other animals in the Chinese Zodiac calendar like the horse, goat and others.

We found this lantern especially fascinating after my brother-in-law William told us about the saying - Cao Chuan Jie Jian (straw boats to borrow arrow).

Three legendary Chinese characters. I know the guy in the centre is Justice Bao but unfortunately I can't recall the other two. Anybody knows who they are?

Another colourful floating lantern in the river with cranes and other avian representatives.

Some of the street stalls were selling lucky lanterns which you can purchase and hang up for good fortune.

This ice cream man had the foresight of offering his icy cool treats there that night.

Naturally, we couldn't resist striking a few poses. Here's Susan, William and Chloe in a Kodak moment.

Tina and Ethan doing their thang beside a pig lantern (Tina's born in the year of the pig).

Finally, a shot of me and Ethan beside the goat (Ethan is born in the year of the goat).

How were your mid-autumn celebrations like? Did you gorge too much on mooncakes?

How To Write a Great Speech

2008-09-17T08:18:00.000+08:00

Reverend Martin Luther King Jr - One of the greatest orators of all time (courtesy of Buddy Stone)

One of the toughest skill to master in the world of public relations is the art and science of crafting fabulous speeches. The devil is in the details. Penning persuasive prose takes lots of blood, sweat and tears. But it is all worth it at the end.

Are there some tips in writing good speeches? Definitely. Let me highlight some of the more prominent ones.

First, you need to understand your subject matter. Take some time to do research on your topic and ask as many questions as you need to. Often, the folks in PR doing the speech writing are not involved in the operational details of the topic. Spend time putting together the facts, figures, and interesting bits of information.

Next, you need to know your audiences. Who will the speaker be addressing? What are the concerns and cares of the people listening? Is there an "elephant in the room" which you need to consider?

You also need to appreciate who your speaker is. For communication professionals in public service, we often have to write speeches for politicians. Some have a certain preferred approach. Others are more open to varying styles. Read through their previous speeches and see if there is a certain "house style" or trademark which forms part of the speaker's personal brand.

Pay attention to the flow and rhythm of your sentences and paragraphs. A speech with long and languorous sentences are going to make people fall asleep. Similarly, one that is peppered full of short sentences will sound like a machine gun rattling away. Opt for a nice blend of short and long sentences.

Stay away from obtuse and bombastic words. This doesn't mean that your speech must sound like its written by a 6-year old. Choose words that are impactful yet easily understood by the majority.

Write what you speak and speak what you write. Go through each line mentally or better yet, say what you write out loud. Words and phrases which sound good on paper sometimes fall flat when delivered on a podium.

You also need to be aware of tongue twisters. Those convoluted combination of words that trip your tongue have no place in a public presentation.

Start strongly and aim the impress from the word "go". Speeches which begin with a whole laundry list of grammy award style "thank yous" make me snore. Aim to start with significant drama and suspense and shun conventional approaches.

Good speeches are also full of personality, colour and life. How you angle them depend on the occasion and the audience. A celebratory function call for something light-hearted and laced with humour. On the other hand, a rallying event needs to be fortified with strong and compelling phrases that motivate, inspire and encourage.

Finally, don't be afraid to revisit your speech and rewrite parts of it where necessary. Attempting to come up with a Gettysberg address in one sleepy afternoon is going to be impossible. Rome isn't built in a day. Take a walk in the part, have a coffee (or glass of wine if it works better), and come back to your script when you are sufficiently refreshed.

Some of the greatest speeches I have come across include the following. See if you can pick up anything from them:
1) Martin Luther King Jr's I Have A Dream
2) Steve Job's Commencement Address at Stanford University
3) Randy Pausch's Last Lecture at Carnegie Mellon
4) Abraham Lincolin's Gettysburg Address (a little old school, but still charming)
5) Barack Obama (of course). I like this one at the Ebeneezer Baptist Church.

What are your experiences like with speech writing?

Picturesque, Placid and Peaceful Peirce

2008-09-14T10:39:00.000+08:00

Every once in a while, you need to take a break from the frenzied pace of urban life and to slow down a little. A great place for this is the Lower Peirce Reservoir.

One of the oldest reservoirs in Singapore, the Lower Peirce Reservoir is about six hectares in size, and is the home to many primary and secondary rainforest species. Originally known as the Kallang River Reservoir, the water catchment area was first started in 1901, which makes it more than a century old. The scenic body of water was named in honour of Robert Peirce, who was one of Singapore's municipal engineers.

Here's a short photographic tour of a recent visit by Ethan and I.

These long-tailed macques greeted us on the route to the reservoir. While some of these monkeys are cute and cheeky...

...you are reminded not to feed them, lest you encourage undesired behaviours from these forest denizens.

Managed by the Public Utilities Board, Lower Peirce Reservoir is a scenic getaway located along Upper Thomson Road.

Here's Water Wally, PUB's hydrophilic brand ambassador, reminding you not to waste our planet's most precious resource.

A site map shows you where the major picnic and lookout spots are.

One of the many well paved paths leading to different parts of the park, with educational messages on markers.

Ethan admiring tiny beautiful blue blossoms on a bush.

Another path, this time winding up on the grassy picnic grounds surrounding the water.

These boulders and rocks were a favourite with reservoir visitors, who fished for prawns, fishes and even lobsters hiding amongst the craggy crevices.

Of course, our little boy preferred to do a little rock hopping of his own.

A shot of the little pavilion which extends out into the reservoir area.

A historic marker which gives a little background information on the reservoir.

Finally, here's Ethan looking pensive and philosophical amidst the serene surroundings. If only life was this blissful every day of the week!

Four Good Reasons to Blog About Heritage

2008-09-12T06:52:00.000+08:00

Do you enjoy taking photos and blogging about your visits to various lifestyle attractions in Singapore like me? If so, do consider participating in the Heritage Starbloggers contest.

There are 4 good reasons why you should be a part of the action:

1) You can be inspired by the various enchanting museums, heritage attractions and monuments in Singapore. Do you know that there are 52 museums, 56 national monuments and more than 80 historic sites in Singapore? Choose from any of them and be magically whizzed back in time.

2) You can practice your photography, videography, audio production and writing skills. Taking photographs in museum galleries IS possible, so long as you stop the flashes from popping.

3) You are helping to play an important role in promoting the appreciation of Singapore's unique heritage, art and culture. We need everyone's help spread the love around!

4) You stand a chance to win a brand new Nintendo Wii, Sony PSP and other attractive prizes.

To make it simple, we have provided a step by step guide that tells you what to do. Well, almost since we can't do the writing or photo taking for you!

We have also created not one or two but three different brag badges for you to choose from. Simply cut and paste the codes for any of these onto your blog post and at the sidebars of your blog.

Go on, be a part of the action. And while you are at it, do share this with your friends and family members.

Here's What You Get for $50,000...

2008-09-10T22:02:00.000+08:00

BrandHub founder Shauna with Adrian New

Are sport sponsorships worth their salt? What do companies like VISA, Lenovo and Standard Chartered get when they help bankroll sporting competitions?

I found out the answers to the above and more when I attended Brandhub's exclusive BrandXchange - a quarterly exchange with senior marketers in Asia. Hosted by Brandhub's founder Shauna Li Roolvink, the session featured Adrian New, Senior Vice President of World Sport Group (WSG) which is a specialist in sports sponsorship marketing.

Touted as "The Power of Passion", sports sponsorship is certainly big business. Just look at the recent Beijing Olympics and you will see the number of brands being placaded by athletes from every continent. The multi-million dollar endorsement deals of big stars like Yao Ming and Tiger Woods attest to the power of sponsorship marketing in sports.

So why are more companies going into sponsorships? These are the reasons according to Adrian:

1) Traditional mass marketing (print, television) just doesn't work anymore.

2) Media fragmentation is making it increasingly difficult to reach consumers.

3) Companies to speak to consumers in relevant and engaging ways. Just a slick, cold ad isn't going to cut it anymore.

4) Consumers are all passionate about something. A brand's challenge is to find out what they are passionate about and be there! This is where sponsorship comes in.

So what are some of the traits needed for a sponsorship deal to be successful?

First, a successful sponsorship links your brand with the passions of your target customers. So if they love the EPL and your beer happen to be there, they are gonna quaff your beverage.

Next, a successful sponsorship shows your brand in action and brings something of value to your customers. If you can offer exclusive parties with sport superstars after their game, your clients are going to love you for it.

A successful sponsorship also allows your brand multiple opportunities to connect with your customers. Don't just look at having your logo plastered all over the place. Instead seek promotional opportunities, merchandising chances, special events, and so on.

The bottomline is that you should offer something exlcusive and special that money CAN'T buy. That's what makes a sponsorship deal special. So this could include a slam dunking session with Yao Ming, doing the butterfly with Michael Phelps, or meeting and greeting Lewis Hamilton.

The benefits of a successful sponsorship are multiple. Consumers will give you their business and over time build a stronger emotional connection with your brand. You will also have the chance to build loyalty with them in the following manner:

Launch -> Awareness -> Preference -> Loyalty

An interesting example which Adrian gave was that of O2, which invested about 6 million pounds by sponsoring the Millenium Dome stadium in UK. Apparently, the telco provider gained a 26 to 1 return from sponsorship!

Unfortunately, most companies in Asia is still slow to catch the endorsement wave. Many are unsophisticated when it comes to marketing, preferring to compete on price rather than value. They give their agencies far too much say in their marketing strategy, and are often under the mistaken impression that they can't afford it. Asian companies also feel fairly uncomfortable in the sponsorship game, preferring the tried and tested approach of advertising and preferring to measure their ROIs by share of voice and brand awareness.

Sponsorship isn't just for sports alone. There are lots of opportunities for companies to associate themselves with other causes like heritage and museums, the arts, the environment and so on.

With increasingly saturated markets full of me-too competitors, it is certainly time for companies to consider sponsorship as viable part of their marketing mix. And the time to start is now.

Celebrities Galore @ Omy Blog Awards

2008-09-06T17:40:00.003+08:00

It was a starry starry night, with blogging stars and celebrity bloggers alike thronging the Asian Civilisations Museum (ACM) last night. ACM was all abuzz when the Omy Blog Awards was held at its River Room. Bloggers and social media users from all walks of life - students, young adults, mothers and fathers - gathered to participate in the event. It was a pretty interesting experience for me to combine work and play.

During the course of the evening, I had the privilege to meet both old and new friends from the blogging communities. They include Chun See, Marina, Claudia, DK, Chillycraps, Eastcoastlife, ieatishootipost, Sparklette, Samantha Chan, Angela Jean, Alice Cheong, Sabrina, and Miss loi amongst others. Special thanks to the team at Mypaper/Wo bao and Omy, Editor Chim Kang and Alvin, for having this event at our museum. Many thanks too to my hardworking team at NHB - Wei Chong, David, Kimberly and Kenny - for making this possible.

Celebrity DJ Danny Yeo hosted the event in both English and Mandarin - true to the spirit of Wo Bao and My Paper!

Comedian extraordinaire Jack Neo, flush with success from Money Not Enough 2's roaring performance at the box offices.

A shot of four of the VIPs that night. Singapore's leading artist Tan Swie Hian, Editor of ZB Sunday Mr Pan Cheng Lui, Editor of Zaobao Mr Lim Jim Koon, and celebrity filmmaker Jack Neo.

Singapore's most famous (and expensive I might add) hairstylist for the stars David Gan, giving the Best Individual Blog award to Jane Chin.

Josh Lim, boss of Advertlets, presenting the award for Best Blog Shop to Miss Celine Loi of Joss Sticks.

Another celebrity (told you it was a starry night!) Jamie Teo giving the honours to Best Photo Blog winner Eunice Khong.

Of course, one of the highlights that night was the abundant food (a bit too much I might add), which sustained everyone through bouts of chatting and camwhoring.

* PS - Ping Chuen, thanks for highlighting my boo boo to me! :)

Why Globetrotters is Great for Families

2008-09-05T06:10:00.000+08:00

We recently celebrated my nephew Isaac's 6th birthday at Globetrotters Restaurant, a well-known joint which specialises in catering to families with young kids. It was our first time there even though we heard so much about it. Having experienced it myself, I can only say that this is one F&B outlet which pulls out all the stops in endearing itself to its target audience!

Specialising in global cuisines, Globetrotters is located at United Square shopping centre - a family friendly hangout in itself.

A view of the restaurant which is almost entirely filled with young families. Let's move a little closer...

Ample spaces between tables makes it convenient for parents with babies in prams. I love what the company does in sacrificing potential revenue (more tables) for customer service.

Adults have a range of magazines to browse while waiting for their tykes. The titles clearly show who they are targeting (clue - not singles)!

A kids bar with fun things like plush toys, plastic games and drawing sets appeal to older children. There is also a small table for them to create their works of art.

What takes the cake was this little playroom at the back of the restaurant.

Not only does it have lots of colourful blocks, toy cars, and a slide - it also comes with an adult minder to ensure that your kids are safe and sound!

Here's Ethan having fun with a kitchen set. Not exactly the right gender specific toys but oh well...

After all that action, it was time to order some nosh. Note how colourful and brand-oriented the menu is, with dishes hailing from the different continents.

Here's a picture of my extended family getting ready to tuck in. Foodwise, I would say that the globally-inspired menu is probably above average.

My own selection of a Hungarian beef steak, with pieces of meat on top of a bed of vegetables (yeah I skipped the fries).

Ethan tucking into his macaroni with cheese.

Finally, the moment we have all been waiting for. "Happy Birthday to Isaaaccccc!!"

His favourite dinosaur - a Spinosaurus - with its spine sliced off. Ouch!

With so much fun for families with young kids, its little wonder that Globetrotters is an award winning restaurant.

Joyful Jaunts @ Jurong

2008-09-01T06:55:00.000+08:00

After escaping to the East (ie Changi) recently, we discovered that journeying to the West can be just as fun. It has been some time since we brought Ethan out, and we thought that it would be fun to go somewhere different from his usual Northern exposure at Lim Chu Kang. Besides, I didn't want to risk the Chikungunya virus floating around those parts!

Here's a short photo essay of our family frolicks.

First stop, Jurong Bird Park, where dinosaur descendents come alive.

Our passport to feathery pleasures, courtesy of the ASA card which I hold.

Here's Ethan snapping a pose with a "baby penguin" aka Mumble of Happy Feet.

Waving a friendly hello to a swimming King Penguin.

Ethan and Tina catching the popular Birds n Buddies show at the amphitheatre. As the sky looked dark and threatening then, we decided to beat a hasty retreat up Jurong Hill for lunch...

...and stumbled across this little gem of a garden. What could possibly be so famous about it?

After all, the trees look pretty ordinary, albeit nice and mature.

When we looked closer, we found that they were all planted by VVIPs like heads of states from the various countries. Wow!

In the middle of the garden was this funky old school looking observation tower.

...which was "attacked" by a "20-foot" four year old!

After that tom-foolery, it was teppanyaki for lunch at the restaurant.

Next stop was the Singapore Science Centre - another refuge for Jurassic beasts.

Here's Stan (or Sue?) looking all pretty though rather hollow and vacant.

More animatronic monsters of the scaly skinned sharp toothed variety.

The interactive exhibits were a hit with kids. Here's Ethan learning about wind power, which may be the main form of energy in his lifetime if we continue screwing the earth up!

Followed by an understanding of how gears worked.

Who says that Jurong is only a place for industrial parks and low-cost housing estates?

Wanted: Social Media Responses to the AIMS Report

2008-08-30T23:45:00.000+08:00

Courtesy of AIMS

Yesterday evening, a good friend and journalist at Zaobao called me to ask for my views on the freshly minted recommendations by AIMS. I gave her some inputs from NHB's perspective. How we are actively embracing social media and reaching bloggers - not only on our own turf (Yesterday.sg) but through outreach programmes working with various online communities.

Some of you may already know that we have changed a position from e-Marketing to Social Media Marketing. I am also encouraging my team members to participate in various communities by attending their gatherings and meetings. You may wish to read more about NHB's approach and views in the article at Zaobao (in Mandarin).

The best way to engage bloggers is to be one yourself. Only then would you understand their mindsets, motivations and modus operandi.

This morning, I read that The Straits Times gave a fairly comprehensive coverage on the recommendations by the Advisory Council on the Impact of new Media on Society (or AIMS). From what I gather, they are seeking inputs and views from the public for a six week period - both online and offline - and these would eventually go to the Minister of MICA for consideration.

A rather lengthy consultation paper (more than 100 pages) was drafted, which you can download here. It is quite a breezy read and the points were quite clearly articulated.

In summary, the key points raised were as follows:

1) The government should invest more in engaging the public - and netizens - through new media platforms. It suggests how public officers should work more closely with online citizens and to engage (as opposed to enrage) them. Some of this could result in a sea change in government public communications policy if implemented.

2) Online political content, especially political films, should be liberalised. One section spoke about repealing Section 33 of the Films Act. Others highlight the need for greater openness within boundaries of social harmony and tolerance.

3) Minors should receive greater protection from the dangers of the internet. This signifies a growing understanding of the problem of cyber crime and how minors need to be protected more adequately against digital deception. Recommendations include strengthening community participation and creating a fund to catalyse this.

4) There should be some form of immunity provided for digital intermediaries (ie channel managers) from online defamation cases. The idea behind this is to alleviate the fear of blog aggregators being held responsible for their published content. This will make them less fearful of hosting more divergent views without fear of litigation.

Personally, I feel that this is a positive step forward for the social media scene in Singapore. Initiatives like this help to air some of the problems and issues which beseige the social media space in Singapore. By accepting the divergent views and feedback from bloggers, facebookers, plurkers and other social media users, policies could be possibly be aligned (or realigned). Naturally, there will be detractors, but at least there is some progress here.

What do you guys think? Are the recommendations above worthy of pursuit? As bloggers, social media practitioners and digital doers, your views do matter. Do feel free to submit your inputs here.

PS - Ivan Chew has blogged a rather comprehensive post on the AIMS report here. Check it out too!

Singapore is World's Number One Brand

2008-08-29T06:53:00.000+08:00

Courtesy of Christopher Chan

Yesterday, I flipped through My Paper and read that Singapore has hit the top spot in East West Communications global survey.

According to the report, all 192 countries in the United Nations together with another eight which were not are included in the survey. The company has also analysed five million references to the 200 countries or regions. These references are found in about 400,000 news articles found in 38 leading global media sources in the second quarter this year.

A fuller report of the findings can be found here.

To be honest, I was initially a little sceptical when I read this. I mean, we are a little red dot that has been derided for our harsh public caning laws, banning of chewing gum and labelled as a cultural desert.

However, when you think about it further, there really is reason for us to clinch the numero uno position. For a start, our economy has managed to sustain itself, the political situation is fairly stable here compared to our neighbours, and we are also known for leading the pack in innovation. Winning the Youth Olympics Game bid, inaugurating the world's first Formula One Night Race, and introducing the Integrated Resorts are some of the pioneering measures taken. Jobs are also at an all time high, and people are generally satisfied with their lives (relatively speaking).

Of course, these results are only valid for the second quarter (ie April to June 2008), and we do know how perception can swing tremendously in a matter of months or even weeks. Sceptics may also say that this is only one of such survey. Perhaps, our ranking may not be as positive in other similar studies. Moreover, the study only looks at press articles and reports, and doesn't include interviews with the man-on-the-street.

Well, either we are really that great or our international PR is superior. Either outcome is equally good enough for us to celebrate!

Creating a Sustainable Social Media Enterprise

2008-08-28T06:56:00.000+08:00

Can you compete against what's there in the social media universe? (courtesy of fredcavazza)

As social media gains in popularity and starts attaining mainstream status, more and more "netrepreneurs" have hopped onto the "blogwagon". Peddling new and exciting platforms, tools, widgets, and channels, they are relentless in pushing them out. The sad thing is that many of them often do not have a clue about the basics of how markets work.

Here are some of my thoughts (admittedly recycled from an email I wrote many moons ago) on what one should consider before starting anything 2.0-ish in nature.

1) Positioning. From the onset, you need to get the messaging right about what your venture hopes to do and how it differentiates itself from the tonnes of other web 2.0 applications out there. How does this differ from the others? What are the Unique Selling Points (USPs) that this service offers?

2) Content. If you focus entirely on made in Singapore content, your audience is unlikely to reach that of Wikipedia's. However, it may get you a more loyal and consistent readership. You may also need to filter the wheat from the chaff and exert some editorial direction and control. Quality can sometimes be subjective.

3) Range and scope. What are areas that your new blog/platform/facebook-killer/widget will cover? Is it purely limited to geek appeal or can it also attract more mainstream business folks in areas like marketing, PR, finance, operations, sales and finance? It sometimes pays for you to be more focused on an exact niche than use a blunderbluss approach and fire everywhere.

4) Community. You need to build your community of believers. These are your alpha-customers, ie the folks who are going to be your beta-testers. Think about the focus of what you are doing and the kind of members that you wish to attract. Do they need to be engineers and programmers or will the average Joe do?

5) Target Audiences. Who are the folks that you are hoping to hit? Are they already frequenting the social media universe or are you hoping to reach the unconverted? I think one of the largest untapped market in Singapore's blogosphere are mainstream companies. What's interesting is that many people participate in social media for leisure purposes (hence social) as opposed to work reasons. This represents a huge blue ocean opportunity if you know how to seize it.

6) Sustainability. This can sometimes be the achilles heel in any social media initiative. You need to continue to keep on doing it and then some. Continuity isn't only important for content but marketing, operations, manpower and finance too. It isn't just the technology or the vast network of friends from all over the globe that you have. It is also about managing a business and leading a team!

7) Stakeholders (or even Shareholders). These special folks can provide a reality check, flashes of inspiration, and act as devil's advocates - a must to ensure that you don't go over-enthusiastic in wanting to change the world on a dime. They have a stake in ensuring that the new endeavour succeed, and it will be good to involve them as much as possible every step of the way. It is best to get a panel of advisors who come from different backgrounds so that they can provide different perspectives that add value to your venture.

Are there any other points that one should consider? Comments and criticisms most welcome!

I Got a Free Bus Ride!!

2008-08-26T20:38:00.000+08:00

Every once in a while, you come across a clever bit of marketing which makes you smile. That's what happened to me today as I took my regular bus 166 back home.

At first glance, it looks like any regular branded bus. Anybody can tell that Great Eastern Life is celebrating its 100th birthday.

It looks like business as usual inside as you can see above.

Heavily brand-oriented panels like this helps to remind you about how Great Eastern makes life great.

A grandpa celebrating his birthday with his family members all around. So cliched isn't it?

What took the cake however was this.

Did you see that? If not, take a closer look here:

Yes, the bus was offering FREE bus rides to anybody who takes it. In other words, no tapping of the EZ Link card nor slotting in coins and dollar notes. And the best thing about it is that there are no strings attached!

You don't have to buy any insurance from Great Eastern, you don't have to take a brochure, and you don't have to tell anybody about it.

Wow! Now that is certainly a clever way of getting positive brand association and awareness. I am sure folks taking that bus would be a lot more appreciative of Great Eastern's effort to make life great.

And a FREE bus ride certainly is to me.

Be Real or Remarkable (Not Both)

2008-08-24T07:39:00.000+08:00

Seth Godin recently shared about the problems which companies face when they try to be both authentic and slick at the same time. He created a nice looking chart (see above) and warned us about being caught in the dead zone which is between the twin peaks above.

According to Seth,

"...really well done HTML email works, as does unique, hand-typed text email. It's the banal stuff in the middle that people don't read. And yet, 95% of what I see is precisely in the dead spot of the middle zone.

The Blair Witch Project and Pi both felt authentic. The Matrix was perfectly slick. The new Star Wars cartoon is just dumb."

Interestingly, this point had some parallels with an earlier observation I made about authenticity in advertising as seen from the flyer below.

While the above flyer appeared to be amateurishly done, it did attract my attention a whole lot more than the yawn-inducing ads that real estate agents typically generate.

Similarly, I have noticed that Talent-time/Singapore Idol/The Dance Floor/other amateur talent contest winners rarely make an impact beyond their second or third years in business (with the rare exceptions). There is a distinct difference between doing well on an amateur, root-for-the-underdogs platform versus the cold, hard realities of trying to sing professionally for a living. You may sound cute and charming mimicking Britney Spears, but end up being hopeless with your own compositions.

In marketing and advertising, you need to decide where you wish to belong. Be either truly authentic, raw and gritty or go for the ultimate lush and classy category. Find a way to differentiate yourself from your competitors and do not try to be too many things to too many people (at least in one campaign or product launch).

At a certain point of time, one has to make a decision on where one's standing is. And to accept which way is best.

Saying Sorry is Good for Business

2008-08-23T06:57:00.001+08:00

Courtesy of Josh Bomb

As a PR professional and spokesperson, I tend to monitor what's being written in the Forum pages of newspapers and the responses by organisations to public complaints and grouses. You can learn a lot about a company by how it positions its reply and the tone of voice in which this is done. More often than not, they tend to be polite but defensive.

Sadly, many companies in Singapore prefer to protect their organisational interests rather than that of their consumers or clients. What do I mean by that?

First, they spend huge sums of money to advertise, market and promote themselves as the coolest, hippest and greatest. They conduct focus group after focus group to determine what customers want. They engage top notch market research firms to obtain razor sharp (well at least that's what they think) analytics on their prospective customers. They create brand-rich aesthetically pleasing environments that awe you the moment you step into their shop fronts.

What happens when they screw up? More often than not, customers have to maneuver through an obstacle course to seek redress. And this is often done grudgingly by the lowest ranking staff in the pecking order.

Consider this fine example by J.Crew which is highlighted by Church of the Customer's Jackie Huba. The company's e-commerce website faced problems and they decided to quickly face up to it. What's especially heartwarming is the note below which came not from the customer service manager or PR director but the CEO and President themselves.

Other than the email above, customers who experienced difficulties were given some form of compensation (though this was subject to the levels of severity). I think this does infinitely more for a company's brand than endless ads and numerous in-your-face posters spouting superficial superlatives!

As highlighted by one of the commenters on Jackie's post, the best example of corporate apologies must come from Johnson and Johnson with the Tylenol Poisoning Case. After seven people died from ingesting cyanide-laden Tylenol in 1982, the company issued a nationwide recall of Tylenol products which cost it an estimated retail value of over US$100 million. It even took up ads to tell everybody not to consume any products that contained Tylenol.

Not only did Tylenol (and J&J) not keel over, but both the brand and the company grew stronger than ever with Tylenol becoming the most popular over-the-counter analgesic in US!

Now tell me friends, is it really that difficult to eat humble pie, say sorry and meant it through your actions?

Update: Contrast the examples above with what Faerie Imp experienced here with a courier service from hell. I can totally empathise with her!

Hot Heroes and Magical Museums

2008-08-22T12:49:00.000+08:00

Check out this National Day video done in celebration of the achievements of the everyday Singaporean. Done by Spin Network and commissioned by the National Heritage Board, it has a nice and cheerful ditty which makes you wanna tap your feet and sway along to the rhythm.

Oh and while you are at it, do also have a look at this one, which is produced by the same company. It is actually a corporate video for the National Heritage Board, done in a rather unconventional manner as far as corporate videos go.

Hope you enjoy them!