Tuesday, August 24, 2010

HELLO???? Remember my promise?

Hello!!! Can you hear me? HELLO??????

She was obviously driving and having difficulty in hearing our conversation, BUT extremely focused about getting her message across and not allowing anything to deter her purpose.
Networker had approached me several times previously about getting some tips for expanding her business – nothing extraordinary about that. What made her stand out in the crowd is that one fine day she called and said “I’d like to do something for you because you have helped me” Oh! “What do you have in mind?” I asked. She said please give me half an hour of your time so that I can understand your business. Hmmmm? “Why?” “Well” she said, “I meet many people and if I understand your business better, then I can refer people to you.” Nice thought; nice person, how can I be churlish and refuse? So we met in a little cafĂ© and she asked all the questions she wanted. I couldn’t help but be touched by her gesture of appreciation. End of story, right? Wrong!

Long after I had forgotten about the incident, I received this very insistent phone call. Why? Because Networker was SO excited about having been able to refer me to a high ranking person who would be interested in my process for blended learning and she had opened the way for a meeting! What an absolute sweetheart!

See, I told you there ARE genuinely nice people around, didn’t I? :D! Am so blessed to know some of them; but more than that, this Networker is steadily building her Brand Credibility among those whom she meets. And you know what? We’re ALL going to be very pleased to be able to refer business to her! YES WE ARE!

Want some tips on how you can build YOUR brand’s credibility and a pipeline of business from raving fans? Just call me 6-03-2169774 and let’s chat a while and get you more $$$!

BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!

Thursday, August 12, 2010

What’$ in a name? LOT$!

The gentle breeze teased the wisps of hair around our faces as we luxuriated in the view from the balcony. The well-manicured greens rolled and stretched out below and the twin towers thrust their perky peaks skyward not too far away. The well-located, high-security apartment set away from traffic carried a 6-figure price tag, but it wasn’t always so.

Within the apartment boasted a collection of art and craft from around the world, along with photos of remarkable people. My host was a much-traveled retiree who had been looking around for a home to settle into when she would eventually give up being an employee. She had bought the apartment brand new, when it might have been considered as being a speculative move, paying half its current market value.

“I heard about the re-branding of Sentul from being a run-down area into a decent suburb, and the prices were very attractive, so I took a look at the plans. Everything looked in order, BUT you never know how things will turn out do you?” she said. So, why would a highly-intelligent and discerning person part with a lot of money for something that was only conceptual, you ask?

“The only reason I bought it was because the developer was Francis Yeoh and YTL, so I knew that he would keep his word and deliver!” she said emphatically. Aha! THE family-conscious man who is known for preaching (pun intended) about quality and spreading it, who brought Pavarotti to Pangkor Laut, the 3 tenors to Bath, and Andrea Bocelli to Singapore for concerts that were free of charge to the public.

How’s that for Brand Association commanding a price tag, hmmm?

Would you like to know what the elements in your life say about your business dealings? Just call me on 6-03-21697704 and we’ll chat about that – you will definitely get insights into how people perceive what you are offering in your business dealings!

BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!

Sunday, August 1, 2010

STP to a Bullseye for Profits!

Profitable Brand Positioning

Amid elegant surroundings, as the fragrant beriyani teased our palates and other senses ex-classmate yelled ‘STP’ and both of us collapsed into peals of laughter to the puzzlement of the others at dinner! And we had to explain our tortuous experiences at the hands of a supersonic lecturer (yes, he really was out of this world!) who had not-so-gently bent and molded us into Strategic Marketers. THANK YOU Dr. ML!

That was eons ago and ex-classmate was now a savvy and successful consultant in another country and had brought his business partners to discuss taking my innovation into their business.

Amid the tantalizing chutneys, melt-in-your-mouth vindaloo and soothing raitas, dinner talk had revolved around the myriad sectors that would benefit from it and how it could be promoted in their country. Would it be directly to the end-user? Or should it first be presented to the government agencies to adopt or maybe to the educational institutions to declare as their own product? What would be the most productive entry strategy for us to employ?

Then there was the pricing to the different buyers and the marketing fees to those who would carry it, not to mention licensing agreements etc. Well after much animated excitement about the vast buffet of possibilities before us, over aromatic masala teas we finally arrived at how we would prioritize taking the product to market and what pricing strategy would be most attractive in the long-term to secure repeat business and establish the brand.

It was at this point that the evocative ‘STP’ was interjected. It stands for Segment, Target, and Position and is a marketing method. What it means is that the road to taking a product or service to market begins with deciding on the segment to focus marketing efforts on, then to target a profitable part of that segment and to subsequently launch a positioning campaign that appeals to that targeted part of the segment. This road map enhances profitability and reduces wastage of advertising and other efforts.

Maybe you’ve been mulling over how to position a product or service and would like a sounding board? Just call me at (6)03-21697704 and I’ll be happy to lead you through the right STP for you .

BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!