Yes, that's precisely what I thought, looking at the 2 presentations of pale food. True, they were packed with nutrients, but OMG they looked quite tasteless and off-putting. Bleah! God gave us taste-buds for a reason, don't you think? I do!
(You know what? This bleah encounter reminded me of a party reportedly thrown by the famous Alfred Hitchcock - Director of award-winning suspense movies like 'Psycho'. He was well-known for his parties and to be invited was an honor! Mr. Hitchcock also had a good sense of mischief though ;-). And this time, the invitations were for an -ahem - 'blue' party. Guests turned up with curious anticipation and sat down to dinner. The stream of courses tasted sublime - his chef was the best - that is, after you'd ventured to taste them. You see, the joke he played was to order ALL the food to be dyed blue before being served, and delicious though they were, they were simply ghastly to behold! Wicked sense of humour, eh?)
Tell you what, the women making the presentations (about how to choose well, eat more and lose weight - its working for me, btw) were well-groomed, smiley, informative, BUT were loud and disrespectful to their audience. Add that to the bleah food and quite honestly, if not for respecting my host I would have walked out. Yes I would. They didn't mean it that way, but the experience was a turn-off.
The food would have been attractive without compromising the message if it comprised a variety of colorful vegetables, and the presenters could have taken a moment to assess the levels of the audience instead of talking down to us.
Hmmmmm. Guess what, folks? WE just might be doing the same - our products and services may excel, but we might unknowingly be sabotaging our pitch by the way we package and/or present them. This is where engaging 'mystery shoppers' helps us to sustain and even enhance the delivery of our brands by providing us with candid feedback.
Brand Audits can be simple and affordable and very valuable for retaining customers. Want some feedback about entry-level Brand Audits? I'd be glad to chat - just call 6-03-21697704 and we'll get started.
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
Saturday, September 25, 2010
Thursday, September 23, 2010
Access to 6,000 new customers in a JIFFY!! :)
His speech was heavily accented and his face showed disbelief as he asked me "Six thousand Koreans are coming here? What for? When?"
Normally his industry (publishing directories) would not have caught my attention, BUT two days earlier Providence had seated me next to a translator who was anticipating the influx of these Koreans. And, she had said "If you know anyone who wants to meet these Koreans, please refer them to me". Bingo! Bingo! Bingo! What on earth were the chances that just 48 hours later I'd meet a man whose business is to list the Korean community in the Klang Valley?
So, there you are, the directory-compiler received a priceless business connection, just because he stated what he was looking for, and the translator I'd met earlier had been equally specific about what connection she was offering! WOW!! What power in word-of-mouth marketing! Can you imagine all the advertising costs the 2 had saved?????
This was yet another reason for me to believe in being focussed and not in chance. Both business owners had been very specific about what would increase their business, and it had paid off for them. They'd left nothing to chance.
You know, a couple of years ago a fellow participant at a huge convention said "I know many people who might be interested in the services you are providing. Tell me what YOU are looking for, and I'll introduce them to you". Guess what? I could not be specific, waffled vaguely and missed out on fantastic opportunities to increase my business through a personal referral. You bet I kicked myself really, really hard! I was sickened and from then on, began to plan what referrals to ask for specifically, according to the background of whom I'm speaking with. It works WELL :)
Would YOU like some help with an elevator or cocktail party pitch to promote your brand and get more business? Call me at 6-03-21697704 and we'll get cracking on spreading your brand through word-of-mouth marketing that is focused.
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
Normally his industry (publishing directories) would not have caught my attention, BUT two days earlier Providence had seated me next to a translator who was anticipating the influx of these Koreans. And, she had said "If you know anyone who wants to meet these Koreans, please refer them to me". Bingo! Bingo! Bingo! What on earth were the chances that just 48 hours later I'd meet a man whose business is to list the Korean community in the Klang Valley?
So, there you are, the directory-compiler received a priceless business connection, just because he stated what he was looking for, and the translator I'd met earlier had been equally specific about what connection she was offering! WOW!! What power in word-of-mouth marketing! Can you imagine all the advertising costs the 2 had saved?????
This was yet another reason for me to believe in being focussed and not in chance. Both business owners had been very specific about what would increase their business, and it had paid off for them. They'd left nothing to chance.
You know, a couple of years ago a fellow participant at a huge convention said "I know many people who might be interested in the services you are providing. Tell me what YOU are looking for, and I'll introduce them to you". Guess what? I could not be specific, waffled vaguely and missed out on fantastic opportunities to increase my business through a personal referral. You bet I kicked myself really, really hard! I was sickened and from then on, began to plan what referrals to ask for specifically, according to the background of whom I'm speaking with. It works WELL :)
Would YOU like some help with an elevator or cocktail party pitch to promote your brand and get more business? Call me at 6-03-21697704 and we'll get cracking on spreading your brand through word-of-mouth marketing that is focused.
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
Sunday, September 12, 2010
What do you mean it's not about the $!!!!!!
Mr. International Product Manager was most perplexed, and quite honestly so were the rest of us! He was part of my class on Branding Strategies and had the most unusual issues - his company was cash rich, BUT the expenditure was not allocated towards making profits. You know what? in fact, what stumped all of us was that he has actually been tasked with providing support to small companies that were competing for the same markets he's in! Can you believe that, hmmmmm??? The directions from his principal office were crystal clear - no compromising on his deliverables! He was in a fog, and so was I :(
But aha! As the class progressed and we went deeper into discussing market postitioning, I was able to analyze his responses and translate them into what the principal office was really after. You see, their product/service was research (so the Product Manager said) and that is what he had been promoting all along. BUT what had not been so clear was that the research being done on local herbal products was not an end in itself. And that's why his task was not to focus on bringing in the profits, but on profitability - NOT the same thing. Actually, his role was to use his marketing budget to enhance the Brand Credibility (profitability) of the smaller companies so that they could focus on leveraging on his support to plan their Sales i.e. profit campaigns for distributing the herbal products. His role is to influence their customers as opposed to bringing in customers for them.
Why? Because his job was to represent a global name, whose market position is to help others to be profitable, that's why he was 'selling' his company's research. Well, once we had honed in on the essence of his Brand, we could derive action plans for him to meet his sales targets. You see, Marketing (profitability) is about resulting in sustainable sales (profits) that bring in repeat business; NOT just the quick $ transactions. Mr. Product Manager left the class a very happy man :)
Are you positioning your Brand towards profits (quick sales) or profitability (repeat business)? I'd be glad to offer some suggestions on how you can leverage on your strengths to bring in repeat business, and so gain you more time for doing other things you'd like to. Just call 6-03-21697704 and we'll get started :)
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
But aha! As the class progressed and we went deeper into discussing market postitioning, I was able to analyze his responses and translate them into what the principal office was really after. You see, their product/service was research (so the Product Manager said) and that is what he had been promoting all along. BUT what had not been so clear was that the research being done on local herbal products was not an end in itself. And that's why his task was not to focus on bringing in the profits, but on profitability - NOT the same thing. Actually, his role was to use his marketing budget to enhance the Brand Credibility (profitability) of the smaller companies so that they could focus on leveraging on his support to plan their Sales i.e. profit campaigns for distributing the herbal products. His role is to influence their customers as opposed to bringing in customers for them.
Why? Because his job was to represent a global name, whose market position is to help others to be profitable, that's why he was 'selling' his company's research. Well, once we had honed in on the essence of his Brand, we could derive action plans for him to meet his sales targets. You see, Marketing (profitability) is about resulting in sustainable sales (profits) that bring in repeat business; NOT just the quick $ transactions. Mr. Product Manager left the class a very happy man :)
Are you positioning your Brand towards profits (quick sales) or profitability (repeat business)? I'd be glad to offer some suggestions on how you can leverage on your strengths to bring in repeat business, and so gain you more time for doing other things you'd like to. Just call 6-03-21697704 and we'll get started :)
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
Tuesday, September 7, 2010
Is Brand Experience over-rated? under-rated? irrelevant?
Her face was wide-eyed with anxiety - her eyelashes spread out like spiders' legs across her pale skin. "Where did you put your mother?" she almost demanded to know!
It's strange yet huggy how families pull together in hospital wards isn't it? Ms. Anxious had overheard the conversation between Datin and me about caring for the infirm - her husband is admitted regularly for a weak heart (my dad had that problem too) and the family had a routine set-up now now. You do, but your heart still pounds you know. By contrast, Ms. Anxious' mother had been a hale and hearty, spry, independant octagenarian who was rudely felled by a stroke, unnannounced, and the family were quite shocked and at a loss to know how to care for her in the best way. So our conversation about caring for the inform was of great interest to her and her siblings.
The nursing Home my not-so-mobile mother is in has been wonderful for her and me - she feels comfortable and pampered, and I am at peace knowing that she is attended to very well, at staffing level that aren't possible in my home. Numerous Homes are clean and efficient, but the difference is that the staff in this one are loving and jovial, cracking jokes, singing, dancing, teasing and cajoling. Their attitude is such a tonic for those under their care! (One of them who migrated still keeps in touch, sending us her updates - such genuine warmth.) Someone else wo had been referred through our experience was delighted at how her mother had improved after an unsatisfactory experience elsewhere.
Trusting your defenceless loved ones to virtual strangers is not an easy or comfortable decision to make and to have confidence in this place is VERY precious and to be thankful for.
When I had mentioned their name, Datin immediately recalled the owners, their connections and their reputation. Aha! So between what she and I had said, Ms. Anxious was most interested in placing her mother there to be rehabilitated after the stroke. Sure, the name was the Brand, but it was the experience that clinched the desire!
How might YOUR brand be raved about and marketed to beat your competition? I'd love to share some ideas that make you business more profitable. Call me at 6-03-21687704?
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
It's strange yet huggy how families pull together in hospital wards isn't it? Ms. Anxious had overheard the conversation between Datin and me about caring for the infirm - her husband is admitted regularly for a weak heart (my dad had that problem too) and the family had a routine set-up now now. You do, but your heart still pounds you know. By contrast, Ms. Anxious' mother had been a hale and hearty, spry, independant octagenarian who was rudely felled by a stroke, unnannounced, and the family were quite shocked and at a loss to know how to care for her in the best way. So our conversation about caring for the inform was of great interest to her and her siblings.
The nursing Home my not-so-mobile mother is in has been wonderful for her and me - she feels comfortable and pampered, and I am at peace knowing that she is attended to very well, at staffing level that aren't possible in my home. Numerous Homes are clean and efficient, but the difference is that the staff in this one are loving and jovial, cracking jokes, singing, dancing, teasing and cajoling. Their attitude is such a tonic for those under their care! (One of them who migrated still keeps in touch, sending us her updates - such genuine warmth.) Someone else wo had been referred through our experience was delighted at how her mother had improved after an unsatisfactory experience elsewhere.
Trusting your defenceless loved ones to virtual strangers is not an easy or comfortable decision to make and to have confidence in this place is VERY precious and to be thankful for.
When I had mentioned their name, Datin immediately recalled the owners, their connections and their reputation. Aha! So between what she and I had said, Ms. Anxious was most interested in placing her mother there to be rehabilitated after the stroke. Sure, the name was the Brand, but it was the experience that clinched the desire!
How might YOUR brand be raved about and marketed to beat your competition? I'd love to share some ideas that make you business more profitable. Call me at 6-03-21687704?
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
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 café 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 $$$!
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
She was obviously driving and having difficulty in hearing our conversation, BUT extremely focused about getting her message across and not allowing anything to deter her purpose.
Networker had approached me several times previously about getting some tips for expanding her business – nothing extraordinary about that. What made her stand out in the crowd is that one fine day she called and said “I’d like to do something for you because you have helped me” Oh! “What do you have in mind?” I asked. She said please give me half an hour of your time so that I can understand your business. Hmmmm? “Why?” “Well” she said, “I meet many people and if I understand your business better, then I can refer people to you.” Nice thought; nice person, how can I be churlish and refuse? So we met in a little café and she asked all the questions she wanted. I couldn’t help but be touched by her gesture of appreciation. End of story, right? Wrong!
Long after I had forgotten about the incident, I received this very insistent phone call. Why? Because Networker was SO excited about having been able to refer me to a high ranking person who would be interested in my process for blended learning and she had opened the way for a meeting! What an absolute sweetheart!
See, I told you there ARE genuinely nice people around, didn’t I? :D! Am so blessed to know some of them; but more than that, this Networker is steadily building her Brand Credibility among those whom she meets. And you know what? We’re ALL going to be very pleased to be able to refer business to her! YES WE ARE!
Want some tips on how you can build YOUR brand’s credibility and a pipeline of business from raving fans? Just call me 6-03-2169774 and let’s chat a while and get you more $$$!
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!
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!
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!
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