Anything… Whatever… Really?
Posted by Sant Qiu in : Eye On Singapore on October 12, 2007 , 1 comment so farI’m starting this new category: ‘Eye On Singapore’ to write about anything that is happening in Singapore, where I’m staying. Therefore this probably relate more to Singaporeans than anybody else. Hope you like this.
If you live in Singapore you probably have heard of, maybe even come across… or even bought the new can drinks ‘Anything’ or ‘Whatever’. Those are two new brands produced by a local company ‘Out Of The Box’.
Advertising was very aggressive when they were launching the drinks a few months back. They advertised on TV, taxis, buses, bus-stops and many other media. And many people tried the drinks. Afterall they had an unusual concept.
All the consumers know is that ‘Anything’ is a carbonated drink, while ‘Whatever’ is non-carbonated. ‘Anything’ is made in six flavours: Cola, Cola with Lemon, Apple, Fizz Up, Cloudy Lemon and Root Beer. ‘Whatever’ is made in six flavours as iced tea: Ice Lemon Tea, Peach Tea, Jasmine Green Tea, White Grape Tea, Apple Tea and Chrysanthemum Tea.
But the cans have generic design so you won’t know which flavour of ‘Anything’ or ‘Whatever’ you’re getting. The concept came about from the owner’s observation that his friends and a lot of Singaporeans are just indecisive when it comes to ordering drinks. Asked “What do you want to drink?” The answer most of the time will be “Anything.” or “Whatever.” And a concept is born. It promises “A surprise in every can”.
What a brilliant concept! … … …
Really? (more…)
Analysing A Powerful, Elite Brand: Singapore Airline
Posted by Sant Qiu in : Eye On Singapore on October 5, 2007 , add a commentWhen Singapore Airlines (SIA), the world-renowned multi award-winning airline, announced that they were opening up their account for other advertising agencies to tender, it created a pitching frenzy in the industry. After all, SIA have been with Batey Ads for 35 years since they first started the airlines.
And the inevitable question predictably came up: Will the Singapore Girl, the icon of SIA, stay or will she go?
Personally, I found even the slightest idea of dumping the Singapore Girl… erm… Dumb! Below is my raw, politically incorrect, heavy-dose-of-reality, might-piss-you-off opinion on the issue. If you are easily offended, skip this. Read at your own risk. (more…)
‘Starving Crowd’ Is The Lifeblood Of Your Business
Posted by Sant Qiu in : Eye On Singapore on October 5, 2007 , add a commentCrazy Horse, that famous topless revue from Paris, made its first Asian debut in Singapore in December 2005. Hailed as the largest Crazy Horse venue in the world when it was opening, it garnered the same front page attention when it announced its ‘demise’ thirteen months later.
Interestingly enough, when Crazy Horse was opening, I made the comment that it will not last long in Singapore (The France and Last Vegas outlets are big hits). Being a marketing consultant, I have a knack of being able to tell what works and what won’t in business. Many times I pass by retail shops and I’ll just know that they will not last long. And in the case of Crazy Horse I am again proven right.
So then, is it possible to increase chances of success? Absolutely! This reminds me of a question one of my mentors asked me…
“Sant, if you are in a “life and death” situation to sell as many burgers as possible (if you succeed your company can live on another day, if you fail, your company must close down), what is the ONE most important thing that you would want to have?
- Crowd pulling advertisements
- A persuasive, marketing & trained sales team
- Mastering the use of 101 closing techniques
- An irresistible discount offer
- High traffic location
- Fantastic customer service
- Strong referral program
- etc…
(Think about this. What would your answer be?)
A few important strategies came to mind. But he saw my expression and reminded me…
“If you can only have one thing. What would it be?”
I remembered thinking there are so many different strategies and so many factors to consider, selecting just one would be really tough. Before I could give him my answer, he told me the answer: (more…)
