The Singapore Marketer (Jul-Sep 2015) by The Singapore Marketer

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marketer knowledge for marketing excellence

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The Power of

Out-of-Home 04 The Power of Out-of-Home (OOH) 18 Taking OOH into the Digital Age 28 Outdoor Media (OOH) and Marketing the 28th SEA Games $5.35 incl. GST

MCI (P) 129/06/2015 The Official Publication of the Marketing Institute of Singapore, the National Body for Sales and Marketing

Editor’s Note Dear Readers, I am excited to be leading The Singapore Marketer’s (TSM) editorial team and continue to be part of your marketing journey. Our magazine’s strength has always been to distil complex and cutting edge marketing trends into easy to digest knowledge. It’s appeal also lies in the contributors who are current industry practitioners. In this technologically advanced and fast paced life we live in, how do marketers keep pace with consumers who are always “on the go”? We usually think about mobile marketing. We tend to forget about the environment that our consumers are constantly moving around in. Outdoor advertising, better known as Out-of-home (OOH), is the way to reach our consumers wherever they are and no matter what their media consumption habits may be. THE SINGAPORE MARKETER

July - September 2015

Editor Dr Ramesh Tarani

Ramesh@mis.org.sg

Contributing Writers Harish Shah, Moove Media Pte Ltd, Henry Goh, Patrick Sim, Lydia Ng, Danielle Kuek and Chris J Phua MIS EXECUTIVE COUNCIL President Roger Wang 1st Vice President Bhavik Bhatt 2nd Vice President Lee Kwok Weng Honorary Secretary Dean Shams Assistant Honorary Secretary Leonard Zuzarte

OOH is actually the oldest form of advertising. It can be traced back to the wall graphics of Stone Age. The use of signs in advertising dates back to the days of Ancient Rome and Greece. OOH, as a marketing engine, is seen commonly used by industry leaders with ample marketing budgets, but less among smaller-sized companies. Many accuse OOH as being inflexible due to its physical nature, lack of accountability and that it is unable to hit targets – you will know all of which are quite far from the truth if you flip through the pages. In this issue, we have gathered articles which explain the components of OOH and its return-on-investment, if done tactically. You can also get a good grasp of tips from case studies shared by industry leaders and practitioners such as Kingsmen, Mediacorp OOH Media and Moovemedia on the implementations of various OOH campaigns that were well-received with trackable results. People are spending even more time out of the home and OOH media can deliver a brand message continually across a consumer’s daily journey. If you are still hesitant about embarking on your OOH journey, this issue may actually change your mind. Enjoy Reading!

Honorary Treasurer Paul Lim Asst Honorary Treasurer Lydia Neo Co-opted Council Members Alex Lim Freddy Tan Gerry Gabriele Seah Design & Layout Kelvin Wang

Dr Ramesh Tarani / Editor

Production, Advertising & Circulation Joreen Yee joreen.yee@mis.org.sg

The Singapore Marketer is a quarterly magazine published by Marketing Institute of Singapore. Printed in Singapore by Stamford Press Pte Ltd. 209 Kallang Bahru, Singapore 339344. Tel: (65) 6294 7227 MCI (P) 129/06/2015. Subscription is available upon request; please contact Joreen Yee at joreen.yee@mis.org.sg.

Publisher Marketing Institute of Singapore 51 Anson Road #03-53 Anson Centre Singapore 079904 Tel: (65) 6327 7572 Fax: (65) 6327 9741 Email: singaporemarketer@mis.org.sg Website: www.mis.org.sg

The views expressed in The Singapore Marketer do not necessarily represent those of the Marketing Institute of Singapore. No responsibility is accepted by the Institute or its staff for the accuracy of any statement, opinion, or advice contained in the text or advertisements, and readers are advised to rely on their judgment or enquiries, and to consult their own advisers in making any decisions which would affect their interest. All materials appearing in The Singapore Marketer is copyright. No part of the publication may be reproduced without prior written permission of the Marketing Institute of Singapore. The Marketing Institute of Singapore welcomes contributions and letters. These might be edited for clarity or length. Articles, letters and requests to reproduce articles appearing in The Singapore Marketer should be sent to the Editor, Marketing Institute of Singapore, 51 Anson Road #03-53 Anson Centre Singapore 079904 or write to singaporemarketer@mis.org.sg.

Content Page

04 Cover Story The Power of Out-of-Home

A Marketer’s Story

Interview with David Tay Executive Director, Kingsmen Ooh-Media Pte Ltd

Focus

The Future Mall Experience

Feature

Taking OOH into the Digital Age

Business School

Digital Digest

Untapped Out-Of-Home Advertising

Refuting the Myths About ‘Advergames’

Learning site

Guru Talk

Outdoor Media (OOH) and Marketing the 28th SEA Games

How To Become a Rainmaker and Increase Sales For Your Business

Marketer@work

Q&A (FeatureD member)

Interview with Chris J. Reed, Global CEO & Founder, Black Marketing

Interview with Dr Gan See Khem (MIS Senate Chairman)

Spotted

What’s Up

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The Power of

OUT-OF-HOME » By Moove Media Pte Ltd (Moove)

Cover Story

Singapore is a nation on the move, and people spend an increasing amount of time outside their homes. It is media that is everywhere, and when used with creativity, it creates brand new advertising spaces where none existed before — advertising spaces that can stop people in their tracks. With the combination of these traditional and non-traditional media, Out-of-Home (OOH) offers a palette of media choices that is unequaled. The choices and combinations are limited only by the imagination. OOH advertising is an artful persuasion that offers unlimited creative potential aids in maximising the reach of the brand by bringing it closer to the commuters on the move. Moove Media (Moove) is the advertising arm of ComfortDelGro Corporation Ltd. Moove’s Vision is to always be passionate about People and Work, Creating Magic, and to simply be The Best! This vision is exemplified in the company’s tagline “Moove is More”. Moove believes in giving clients more value, more mileage, more ideas, more fun and more choices. The company takes pride in being at the frontier of Out-of-Home advertising. Moove drives continuous efforts to positively alter Singapore’s advertising landscape by enhancing people’s perception and usage of Out-of-Home advertising.

Fun and Colours - Bus advertisements EVA Air launched an SBS Transit Hello Kitty concept double deck bus as part of its Hello Kitty Jet Launch advertising campaign with Moove. This is the very first time that Moove crafted a double deck concept bus. The external of the fully-wrapped double deck bus is all white featuring Sanrio’s characters – Hello Kitty, My Melody as well as Kiki and Lala. The inside of the concept bus, featured the characters again decked in pink, blue and yellow from the interior walls, the seats, to the stairs as well as the upper deck of the bus giving Hello Kitty fans and commuters a ride of their lives!

OOH campaigns can work positively as an integrated campaign with social media and this is proven when Moove posted a video of the interiors of the bus on its Facebook page (https://www.facebook.com/ MooveMediaOutdoor). The post received over 1,300 likes and more than 4,700 shares making it the most talked about post on Moove’s page. EVA Air also launched a social media campaign to gear traffic to its Facebook page.

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Creative and Captivating Taxi advertisements Sentosa launched its award winning outdoor night show, Wings of Time, via a multi-platform advertising campaign with Moove in July 2014. The launch brought to life the show’s three main characters, Shahbaz the pre-historic bird and best friends, Rachel and Felix. These characters were showcased to Singaporeans and tourists via beautifully sculptured 3D taxi tops on ComfortDelGro taxis and 10 single-deck SBS Transit buses.

Multi-sensory Experience - North East Line (NEL) advertisement

Reaching out to commuters on the move – Bus interchange advertisement

For an entire month, commuters passing by a 35 metre square wallscape advertisement at SBS Transit’s North East Line (NEL) Dhoby Ghaut station experienced a “scent” as they commuted through the station. The refreshing flowery scent, emitted from the wallscape was part of an inaugural advertisement campaign launched along the NEL with Moove. Unilever Singapore wanted to promote its latest range of Comfort Aromatherapy fabric conditioner that features 100% Natural Essential Oils. Apart from the scent, the wallscape advertisement also featured flashing LED lights making this campaign a hit.

For the first time, commuters travelling along SBS Transit’s (SBS) Ang Mo Kio, Bedok and Boon Lay bus interchanges were treated to radio broadcasts as they go about their daily travels.

The Comfort Aromatherapy Black’s scent and flashing LED lights played vital roles in driving across the product’s proposition of “100% Natural Essential Oils.” Unilever has also signed another contract this year with Moove to continue showcasing Comfort Softener’s campaigns.

Moove and SAFRA Radio teamed up to bring its two anchor radio stations – 88.3Jia FM and Power 98FM to these bus interchanges as part of SAFRA Radio’s latest branding campaign.

The wallscape advertisements featuring the two radio station’s anchor deejays (DJs) were installed with specially designed electronics including a pair of speakers to ensure prominent sound quality, 18 hours daily - livening up the commuter experience. Branding Branding is paramount for every business as it represents the brand. Clear and simple branding leaves lasting impressions just like how Moove’s Cows have done so across the years.

Cover Story The Iconic Moove Cows When the Moove’s Cows first made their appearance in 2005, they caused quite a huge buzz as they sprung up almost overnight. Since 2005, almost every year Moove’s Cows has been bringing joy, happiness and enjoyment to Singaporeans as they enjoy their green surroundings. The brainchild of Moove’s CEO Mrs Jayne Kwek, the Cows have won multiple advertising awards. In celebration of Singapore’s Golden Jubilee, Moove launched the SG50 Moove Cows. The Cows represented eight historical characters – the Coolie, the Rickshaw Man, the Kacang Puteh Man, the Satay Man, the domestic helper or “Ma Jie”, as they were called during the early days, the Samsui Woman, the Nyonya as well as the Wayang Opera Diva. As the Moove’s Cows are popular amongst all ages and to celebrate Singapore’s 50th Birthday, Moove integrated its branding campaign with a social media competition. Moove introduced a #SG50MooveCows campaign to encourage Singaporeans to submit photographs or videos of themselves with their favorite SG50 Moove Cow via its Facebook. Prizes worth $20,000, including an iPhone and an iPad were up for grabs.

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Moove Hails Young Series

Spot Me! Red Dot campaign

Moove has always believed in hailing the young, the future of Singapore and to act on this belief, Moove introduced a Moove Media Hails Young competition series. It started off in 2011 with Moove Media Hails Young Creative Talents, and then followed by Moove Media Hails Young Business Talents 2013, Moove Media Hails Young Hearts 2014 and Moove Media Hails Young Kids 2014. These competitions acted as platforms for students’ of various disciplines to showcase their talents.

ComfortDelGro along with Moove recently launched the “My Little Red Dot, My Home”, a ‘Red Dot’ initiative in support of Singapore’s Golden Jubilee celebration. Singapore has always been known as “A Little Red Dot” - a tiny island but great in strength and prosperity.

To effectively spread this message across Singapore, Moove is using buses and taxis with “Spot Me!” stickers on them as they roam islandwide. With this in mind, ComfortDelGro is raising funds for four charities by selling the Red Dots which come with a clip where drivers can attach onto their vehicle’s windows. These Red Dots are sold for S$10 each at selected ComfortDelGro premises as well as Singapore Petroleum Company’s (SPC) pump stations islandwide. Net proceeds will go to the Lions Befriends Service Association (Singapore), Handicaps Welfare Association, Cerebral Palsy Alliance Singapore and the Singapore Association of the Visually Handicapped.

Cover Story

This teaser guerrilla Marketing campaign has evoked the public’s curiosity and interest. To encourage the public’s participation, Moove, has launched a Facebook and Instagram campaign - SpotMeRedDot, with up to $50,000 worth of prizes up for grabs from 5 June to 31 August 2015. All one needs to do is to take a photo with the Red Dot on vehicles (i.e. taxis, buses or private cars) and upload it to the Facebook/ Instagram page - SpotMeRedDot to qualify for the weekly draw with 15 winners weekly, up to the end of the campaign. The Spot Me! Red Dot campaign wishes to bring Singaporeans together, united as one, to celebrate our nation’s golden jubilee by ‘Raising’ the Red Dots.

Conclusion OOH advertising happens to be the last universal advertising media, free to users which can efficiently and effectively target the clients’ preferred audience. The advertising option is on 24 hours every day and can’t be turned off, extending the life of the advertising campaign. Indeed OOH is a very powerful and wide reaching medium as seen throughout Moove’s campaigns. OOH is able to increase the reach and frequency of the overall advertising campaign. Moove’s OOH campaigns can work alone and also as an integrated campaign - giving advertisers an array of choices when planning their Marketing campaigns. (All images are provided by Moove Media Pte Ltd)

About the Company

Moove Media Pte Ltd is the advertising arm of ComfortDelGro and has been in operation since 2005. In Singapore, Moove Media offers an integrated OOH advertisement platform on SBS Transit buses and interchanges, rail (North East MRT line, Downtown MRT line, Sengkang and Punggol LRT line), Comfort and CityCab taxis, as well as other prime ambience sites reaching commuters islandwide. Moove Media is all about giving more value, more mileage, more ideas, more fun and more choices.

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Interview with David Tay

Executive Director of Kingsmen Ooh-Media Pte Ltd & Managing Director of I-Promo Pte Ltd

David was a founding partner of Kingsmen Ooh-media Pte Ltd, an alternative marketing agency with focus in creating engaging brand experiences for clients through integrated activation initiatives. David’s experience in the communications industry spans across 18 years with stints in the Singapore Armed Forces (SAF Careers Centre – Army Recruitment & Publicity), MediaCorp (Sales & Marketing, Radio & ChannelNewsAsia), Keppel Telecommunications &Transportations (DataOne Asia, Regional Marketing), MediaBoxOffice (now SPH MediaBoxOffice, Sales & Marketing). In 2010, he was appointed concurrent Managing Director for I-Promo Pte Ltd, an integrated Conference & Exhibitions agency specializing in Trade, Corporate & Signature Events for clients in the Asia Pacific. I-Promo is a wholly-owned subsidiary of Kingsmen Ooh-media Pte Ltd and has successfully managed a wide portfolio of MICE events & festivals over a span of more than 10 years.

Tell us about Kingsmen’s service offerings. Kingsmen offers a suite of endto-end communications design and production in areas covering Research & Design, Corporate & Retail Interiors, Exhibitions & Events, Thematic & Museums and Alternative Marketing. The company was founded in 1976 and SGX listed in 2003. With over 870,000 sqft of manufacturing facilities in the Asia Pacific & Middle East and more than 1,600 creative

professionals & project managers, we understand the importance of effective communication, good design, and excellent service and have successfully met our clients’ communications needs through our integrated capabilities. Share with us a successful Out-ofhome (OOH) marketing campaign embarked by Kingsmen that was well-received by the public. We have executed many successful brand activation

campaigns for our clients over the years. The one that continues to have a lasting impression is for the Volkswagen Jetta (My Dream Seat) teaser activation in 2011. A suited man was displaced on a pedestal “sitting” on an invisible chair in high traffic areas in the CDB and shopping malls with interactive messages placed around the site of the stunt leading to a microsite. The stunt received extensive media attention in local reports, TV and radio channels and a flurry of social media coverage too. The new Jetta was

A Marketerâ&#x20AC;&#x2122;s Story

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Brands have to excite with greater experiences, create more exploratory & interactive journeys and trigger enhanced products and services touch points to actively and consistently hype up their brand stickiness for an action to purchase and influence.

subsequently placed at the same locations with brand ambassadors on-site to introduce the car and interested car enthusiasts were invited to the Volkswagen showroom for the new Jetta car launch activities. This campaign was by far one of the most well remembered brand activation exercises we have executed with many returning consumers and media representatives on-site over the teaser and car unveiling phase seeking enquiries and answers. More importantly, none of the traditional media were deployed for the exercise but we ended up getting extensive coverage from almost all of the traditional and social media platforms.

Outdoor media is one of the most commonly used OOH marketing tactics. How can one ensure an effective outdoor advertising campaign? It is crucial that we understand the environments and the reciprocal consumer dwellings before we deploy any strategic OOH initiatives. Such considerations will then allow us to fix the optimal creative concept “concoction” and a subsequent “call-to-action” that will complement and amplify the client’s product and services USPs for higher returns on OOH brand activation investment.

How has OOH strategies evolved for the past 5 years? Brands have taken a lot more interest in OOH brand activation over the last 5 years looking at the trends in traditional OOH media advertising spend. However, brands know they cannot stop short at just large format posters on OOH transit, static or digital media. There is an increased need now to create higher and more intrinsic face to face intervention as consumers continue to be more brand-savvy & “brand-spoilt” and competition from competitive brands continue to actively seek out innovative ways to increase their share of voice. It is not about exposure today. Brands have to excite with greater

A Marketerâ&#x20AC;&#x2122;s Story

experiences, create more exploratory & interactive journeys and trigger enhanced products and services touch points to actively and consistently hype up their brand stickiness for an action to purchase and influence. Such OOH touch points thus have to achieve a balanced matrix of creative visibility, activate the motive to contain and create a real, vibrant and exciting journey for consumers with enhanced participation, interaction and sustainability. From smartphones and tablets to computer monitors and TV sets, a lot of us spend most of our day staring at screens. How does the way we use our personal screens affect the way we interact with digital out-of-home screens? Todayâ&#x20AC;&#x2122;s technology is designed for on-demand content and hence, control of we want to see, when we want to see and interact and how we can amplify and share our thoughts and opinions on varying platforms. We want to participate and interact real-time and we want to feel a sense of being able to influence

content whenever we come across a piece that catches our attention. Hence, the digital OOH screens have to be well equipped with the capability, capacity and creative virtual programmes to allow instant connectivity with our personal smart devices to keep us engaged. How can OOH marketing be done differently in the era of mobile devices? While the face-to-face touch points are critical in the OOH communication space, we have to understand how the virtual space must and can be integrated and compatible to further enhance interaction with consumer on-themove. In short, the OOH space will trigger the varying senses for appeal and the digital space must integrate instant participation and continued dialogues with the brand on-the-go. What advice(s) do you have for marketers who spend conservatively on OOH Marketing? Brand activation in the OOH space is the new norm. Sense of brand

belonging can be further forged with creative, innovative and engaging OOH initiatives and integrated with more dialogues in the digital space for higher communication ROI. OOH marketing evolves rapidly with advancement of technology. What new forms of OOH can we expect in the next five years? There are currently many creative and exciting programmes such as Augmented Reality, Real Time motion sensors devices to trigger content activation and codes to download and upload content on demand when deployed in the OOH spaces. Such programmes will continue to advance a lot further to enhance and excite consumers with more custom-build and entertaining brand content for more intrinsic brand and customer relationship. What sort of a Marketer would you describe yourself as? The Flash in DC comics. Ability to move swiftly and at times violate certain laws of physics to create new norms.

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Focus

The Future

Mall experience Âť By Harish Shah

The Experience You step into a mall and an application on your Smart Watch instantly asks whether you are interested in Shopping, Entertainment or Dining. You indicate that you are interested in all three. The application alerts you to suitable apparel and accessories that suit your style (as well as size) available within your shopping budget within the mall, indicating the shops where they are on sale. The application also informs you about other household or novelty items on special discounts at outlets within the building that you may wish to consider. As for dining, the application lists the various F&B outlets with menus that suit your dietary requirements and tastes (vegetarian for example). It also lists the movie timings for shows at the cinema and gives you an idea of the availability of seats as well as the hottest new games at the arcade. You decide to head for a shop to buy a pair of jeans based on the information that the application has

furnished you with. As you make payment for the pair of jeans with your Smart Watch, the application pops up recommendations for a pair of shoes available at a shop right across and a shirt right next door that will go well with your latest purchase. You decide to skip the shoes but are tempted to check out the shirt. The application is right. The shirt does go well with that new pair of jeans. You buy it. As you make payment, the application makes further recommendations, but this time you decide to skip them because you are done shopping for the day. As you walk out of the shop you run into an old friend. You decide to sit down for a cup of coffee and the application on your Smart Watch recommends just the place that fits both your tastes. You order your drinks as you walk over. You donâ&#x20AC;&#x2122;t have to queue. When you get there, you sit at a table and the drinks come to you delivered by automated quadcopters. The application on your watch suggests desserts to go with

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your hot beverage. You decline. Half an hour later you are still engrossed in your conversation and you receive an offer on your Smart Watch for a discounted refill on your drink. You along with your friend decide to take up the offer and the quadcopter flies to your table to replace the empty cups with full ones. Once again, you get suggestions on your watch for desserts to go with your drinks. This time you decide that you have worked up an appetite and indicate your choice; a cheesecake. You are promptly served.

When you leave the café, the application on your Smart Watch asks what you’d like to do next. You indicate you wish to leave and that you’ll need a cab. Another application pops open with a list of cabs closest to your location from across the range of taxi companies operating in the city. You book the closest one, regardless the company. You say bye to your friend and walk out of the mall to find the cab waiting for you. As you get into the cab you receive an alert on your application indicating when new discount sales or stock items are going to be arriving at various shops within the mall that you may look forward to. You note something of interest and set a reminder on your application to plan your next visit to the mall.

The Technology Technology today allows the accumulation of virtually unlimited data. On one hand, a system stores the data on the consumer’s tastes, needs and preferences. On the other, a system can store the data on what the seller has available for the consumer. The two sets of data can be leveraged upon to create matches between that which is available and that which is desired. And this can be automated. The future of technology is in integration, both of data and of function. A mall operator can integrate information from all its occupants whether F&B outlets, product outlets or recreational/ entertainment outlets, to match with an incoming consumer’s needs, to tailor the experience. The GPS system integrated with sensor and database systems ensures effective timely interaction with the consumer, to ensure that upon getting to that store, the recommended good is still available rather than having been sold out. The integration of the Smart Application with automatic quadcopter drones serving orders at the café ensures that the customer gets what the customer wants, based on what is available. Effectively, the technology will raise efficiency. An outdoor poster

ad may hardly be viewed by the majority of prospective customers walking right by it, engrossed in perhaps other worldly distractions. A directed message will likely draw the consumer into a transaction over an item that he or she may not otherwise think of. He or she, may not even otherwise bother to look for the particular shop, remaining perhaps oblivious even to its existence. A consumer that may well just take a stroll as a window shopper and leave empty handed, is guided to the sale point, with the help of the Smart Interaction enabled by the technology. This gives the seller an opportunity to more directly influence a buy decision in a precisely targeted manner. The Mind-set Neighbours do not compete. They collaborate. That is how one shop gets to sell a shirt to go with a pair of jeans bought from another at the same mall. It is in the mall operator’s interest to ensure every one of its occupants runs profitably to ensure continued lease or rental income. It is in the interest of each individual outlet to see maximisation of opportunity for sale. If a shared interactive platform delivers that, then it isn’t a bad idea. What is also a good idea, is for the consumer

Focus

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Neighbours do not compete. They collaborate. That is how one shop gets to sell a shirt to go with a pair of jeans bought from another at the same mall. to have as many options available at the mall as possible, to remain favourable, ensuring repeat visits and thus increasing possibility of engagement with that consumer (leading to transaction potentially). In other words, you want your neighbours to sell too, and succeed. The same goes for “competing” cab companies. If they avail the GPS data of their cabs’ movements to an application service provider, they increase the chances of bookings they get through the application,

which they would otherwise lose out upon if they would desist from competing on such a platform with the other operators. For their own profit interests, they will have to ultimately collaborate to deliver the convenience to the consumer that technology can offer. In the end The future of out-of-home marketing is certainly promising as compared to poster or banner space.

About the writer

Harish Shah is a Singaporean Professional Futurist and Management Strategy Consultant. He runs Stratserv Consultancy. His areas of consulting include Strategic Foresight, Marketing and Branding.

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Feature

Taking OOH into

the Digital Age » By Henry Goh With Digital Out-of-Home or DOOH Media being increasingly prevalent in shopping malls and bus-shelters, advertisers see this platform as one that helps a brand augment its publicity reach. Currently, MediaCorp’s OOH Media owns up to 1,300 bus shelters as well as 8 digital screens island wide. A large proportion of these platforms are situated in areas with high traffic conditions such as Orchard Road and the Central Business District (CBD). The locations of these platforms provide advertisers with an edge over others as these areas experience a high amount of both vehicular and human traffic flow each day. Singapore’s population spends an average of 8.2 hours a week in transit, with each journey averaging 29 minutes. This time pocket offers limitless opportunities for advertisers to reach out to their target audience in a relaxed environment where they will be more receptive to the advertising message.

In addition, shopping malls can be found in every corner of Singapore. They attract members of the public from different age groups, making it an effective avenue for advertisers to reach out to their target audience. As these screens are placed strategically along the path-to-purchase, buyers would be more susceptible to marketing messages as they are already in the mood and mode of purchasing. DOOH Media is slowly picking up speed in the local market as seen from the numbers provided by PricewaterhouseCoopers’ (PWC) Global Entertainment and Media Outlook 2014 – 2018. The market saw an 18% increase in revenue from US$117mn in 2009 to a revenue of US$138mn in 2013.

2018. Comparing this figure against the global CAGR of 4.7%, we can see that while Singapore is investing more resources in OOH advertising, they are slightly more conservative than the global market and are proceeding with caution.

Possible future of DOOH

DOOH media is a growing platform for a good reason – it impresses with its efficiency. By reducing the advertising cost in terms of printing and production, these platforms enable advertisers to get more bang for their buck as

PWC’s Global Entertainment and Media Outlook 2014 – 2018 forecasted that Singapore’s OOH industry will experience a compound annual growth rate (CAGR) of 3.2%, achieving revenue of US$162mn in

Given that the DOOH Media market is still in its early stages of development and has only been explored to a certain extent thus far, the market still has ample space for expansion. When these platforms start to gain traction with advertisers, further improvements in DOOH technologies will be triggered and advertisers will be presented with even more advanced options. The future of DOOH media is exciting as advertisers and brands discover the full capability of these platforms and challenge those limits.

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OOH Media is able to keep the public who are at the shelters engaged by ensuring that content on our digital screens are bite-sized...

the money saved can be reinvested back into increasing the brand’s exposure. In addition, the ease and immediacy of replacing posters and marketing collaterals in a few clicks provides advertisers with utmost convenience. The simplified and reliable process gives companies something less to worry about. As Land Transport Authority (LTA) undergoes the upgrading and expansion of Singapore’s transport networks, we can infer that DOOH media will see an increase in the number of networks as there is a potential for more screens to be installed. These platforms provide advertisers with the opportunity to reach out to an even broader pool of audience. Perceived limitations Despite the fact that the industry has been established for more than 15 years, advertisers’ have not had as enthusiastic of a reception to DOOH Media. Firstly, advertisers are concerned about commuters’ attention towards the digital screens,

as commuters hand-held digital devices put up a tough fight against the DOOH platforms. Companies looking for platforms that offer their brands long-term exposure to the public may also feel that DOOH platforms have less of an impact when compared to static panels which are on display the whole day for 2 weeks. In addition, the transient crowd may not be in line with the brand’s target audience. However, OOH Media is able to keep the public who are at the shelters engaged by ensuring that content on our digital screens are bite-sized, countering the problem of limited attention span. Furthermore, with DOOH, time belt scheduling is possible and enables more targeted advertising as advertisers are able to reach out to a more specific group of audience at specific hours of the day. For instance, advertisers can publicize breakfast coupons during the morning, groceries discount in the afternoon or evening, and deals for household or lifestyle items over the

weekend. Hence, savvy advertisers would be able to see that DOOH platforms can be used as complementary platforms with static OOH platforms. Static OOH platforms can fulfil the reach and exposure with the sheer volume, while DOOH platforms can extend and support the campaign by serving as the engagement and final push to action. Complementing DOOH Platforms As consumers these days are constantly bombarded with information and surrounded with advertising clutter, some companies have been looking at alternative and complementary ways to reach out to their target audience. Aided by other OOH platforms and not limited to DOOH media, brands have been looking into experiential marketing as it helps to take audience engagement to a whole new level. One example is OOH Media’s on-the-move billboard trucks. As onthe-move billboard truck activations

Feature are not common-place as of yet, the public will be more inclined to take notice of such events. These trucks are fast gaining popularity with advertisers as they provide brands with a lot of exposure but not asking for nearly as much commitment and cost associated with a full day event. Brands who wish to explore beyond conventional OOH platforms and opt for more intimate or

experiential engagement activities with their target audience can consider event activations. These activations create an immersive environment for brands to connect with their target audience. Going beyond that, event activations also serve to complement DOOH platforms as these activations can be streamed onto screens, and even helping to extend the experience further by featuring past event videos

and interstitials, making the most out of the investment. The integration of real time interaction with screens can also be used for pre-hype or prepublicity purposes as they help to extend the reach of the event beyond the event venue. As such, this platform is worth paying attention to in the near future as advertising evolves together with its environment and consumer preferences.

Case Studies

Digital campaigns undertaken with MediaCorp OOH Media Over the past few years, MediaCorp OOH Media has had the opportunity of working with many brands and facilitating the actualisation of their creative projects through our DOOH platforms. These campaigns are prime examples of how OOH Media’s DOOH platforms have the ability to add fun and originality into a brand’s campaign, aiding them in extending their brand experience.

Unilever Magnum Infinity Most recently, Unilever engaged our interactive 6-sheet bus panels to introduce the company’s newly launched Magnum Infinity ice cream. Upon going through the motion of picking up the Magnum ice-cream shown in the digital bus panel, the screen will immediately change to give participants the illusion that they’re on a swing, creating a virtual “Infinity Swing” experience. The feedback for the campaign has been positive thus far, with our client considering the possibility of extending the campaign further.

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Pepsi

Pepsi’s Augmented Reality (AR) campaign back in 2013 showcased DOOH media’s capacity in making interactive digital campaign ideas a reality. In light of their then freshly signed sponsorship deal with the world-famous football team Manchester United, Pepsi wanted to celebrate the newfound partnership through an experiential campaign. Members of the public were invited to snap a photo with a virtual Manchester United player either at The Star Vista or Junction 8 digital screen. All that was required of the participants was for them to step on the vinyl sticker that marked the AR activation zone and they will be able to see themselves on the screen with a virtual soccer ball beside them. The photo-taking function will be activated once the ball is kicked. The campaign was extremely well received by the public, as proven by how more than 20 pictures were taken per minute during that period.

Feature

SingTel MediaCorp OOH Media’s OOH platforms were also activated for the SingTel Hawker Heroes Challenge – a campaign organized by SingTel to raise awareness for its website, hungrygowhere.com. The campaign revolved around a cook-off between a group of food hawkers voted by the public, as well as UK Michelin Chef, Gordon Ramsay. MediaCorp’s OOH Media hosted the voting process on its interactive digital screens found at strategic bus shelters located in one of Singapore’s busiest streets, Orchard Road. Members of the public were invited to vote by simply tapping on their preferred hawker stall on-screen. An astonishing figure of more than 2 million votes was registered in a span of just seven days, proving the effectiveness of such OOH platforms in garnering attention and conveying messages to the public. (All images are provided by the writer)

About the writer

Henry Goh is the head of MediaCorp OOH Media. An out-of-home industry veteran with more than 30 years of experience in brand communications, advertising, business development, marketing, sales, training and education, of which, more than 15 years was spent in outdoor advertising. OOH Media is the outdoor advertising arm of MediaCorp Pte Ltd which handles all out-of-home advertising business. Appointed to manage and market all digital screens in Bugis Street, Chinatown Point, iFly Singapore, JCube, Junction 8, Orchard Gateway, The Star Vista and Westgate, as well as close to 1,300 bus shelters, and various ambient advertising options such as 3D Mapping and Augmented Reality Projection.

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Guru Talk

Untapped Ou t-O f -H o m e Adve rt i si ng

Âť By Patrick Sim

Whenever Out-of-Home Advertising is being mentioned, people instantly associate it with large format billboards, spectacular screens at cross-junctions, transit media and advertisements at bus-stops shelters. Companies spend huge advertising dollars on these well-known but saturated advertising platforms. The question of effectiveness comes to our mind thereafter. How much do the billboards speak to you? Do you really look at the screens at cross junctions? Do you read everything written on a moving vehicle or appreciate advertisements on a packed train with commuters eager to squeeze into the cabins? Today, we will be discussing some untapped and lesser known Out-of-Home advertising platforms. Some are more niche and reach out to a more concentrated demographic group, which works best for brands who have a specific target audience in mind.

Tabletop Advertising I am sure many have seen a Tabletop advertisement, but have not considered its strength in communicating a brand message. Which media allows a near 20-minute exposure to its audience? Singapore is a food paradise and there is no better way to capture the attention of food lovers while they are engaged in their favourite activity. What you wish to present on your advertisement, is a mere 50cm away from their eyes.

Table-top advertisement

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1. Widen Exposure, Penetration and Retention

3. Communicate and Reinforce Message

Advertising at Golf Driving Range/Country Club

Patrons feel more relaxed during meal time and will be facing the message for at least 20 to 40 minutes, especially while waiting for food to be served and when dining alone.

As the saying goes, “Say it right and the child will listen.” Consumers can be educated using the right message.

Ever thought of reaching out to the more affluent audience with a higher income? The golf range or golf country clubs cater very well for brands that target this niche market. The bay dividers, scorecards, pillars, distance markers, buggy and etc. are platforms where brands can rely on. Golfers spend at least 90 minutes practising at the golf range, which exposes them to the advertisement over their practise session and during breaks.

The absorption rate is high given the repeated exposure. Patrons can recall the message through their conscious or subconscious mind. 2. Allow Your Message To Be The Talk Of The Town

Word-Of-Mouth is considered the most powerful tool in spreading messages. Expect patrons to discuss what they see before them, especially when the advertisement is catchy and interesting enough to spark a conversation. An advertisement of such a nature allows the message to ‘shout out’ to the patrons and is extremely effective in creating an impactful first impression. Your message could easily be the main topic during their meal times.

As many will return for the good food at their favourite food centres, they will be facing your advertisement again. Such recurring impression would reinforce your message and could take place many times within the next three to four months. In a nutshell, Tabletop Advertising is advantageous in the following ways: • Cost-effective as compared to many media platforms • Multiple encounters and experiences – repeated exposures • Strong penetration into the heartlands & Central Business District area, reaching out to both residential and corporate profiles • Island wide locations • Able to select number of tables to suit your needs • Food centres are usually crowded with regular patrons • Highly engaging • Promotional space available for roadshows to reinforce your brand

A way to draw patron’s attention to your table-top advertisement.

The growing number of golfers in Singapore, as well as an increase in club membership makes such facilities a more desirable platform for advertising. The practice bays at most driving ranges are usually packed and golf flights have to be booked way in advance even on a weekday. While the society focuses on family oriented activities, the club will also be filled with family members of all ages. This means a wide demographic group to expose your brand to. Alternatively, golf range or golf country clubs create opportunities to offer sponsorships, conduct promotional activities and enable distribution of marketing flyers to each individuals.

Guru Talk

“

While most have heard about love at first sight, it will be “brand at first sight” in this context.

Car Park Advertising

Brands Mindset

Car park advertising reaches out actively to the group of untapped audience; the vehicle owners. Spaces in car parks are relatively advertisement free and any brand which taps on it would definitely standout.

Many have labelled the Singapore’s advertising scene to be boring and lacking creativity due to restrictions imposed by various governmental authorities and also conservativeness in the society. Speaking with clients from all sorts of industries, I have derived that many brands are conservative and have their reservations on less conventional and untapped platforms due to uncertainties. The fear of change results in them erring on the safe side by relying on the same conventional platforms for every cycle and competing of attention in those saturated platforms.

While most have heard about love at first sight, it will be “brand at first sight” in this context. Advertisements can be seen before one gets off their vehicle and often, before a shopping decision. As long as safety is not compromised, brands can tap on any creative space to offer their products or services, with boomgates being the most prominent among all spaces.

For instance, some marketers whom we spoke with are very keen on the idea of Tabletop Advertising. The concern is how should they propose the idea to their bosses and change the perception of placing their brands on the not so glamourous tabletop at food centres. We beg to differ and believe strongly there is a good fit for every platform and your brand could just be that good fit. All that is required is strategic planning, a clear advertising message, strong acumen and a well crafted execution. (All images are provided by the writer)

About the writer

Patrick Sim is the Director at The MiddleMen (wwww.themiddlemen. com.sg) which provides unique advertising platforms and marketing solutions to brands. He recently ventured into a partnership focusing on product distribution and an eCommerce platform at www.thebesottedthings. com.sg which is committed to bringing natural skincare, aromatherapy products, and well-designed home & living products from all over the world, to local consumers.

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Outdoor Media (OOH) and M arketi ng th e 28t h S E A Ga m es Âť By Lydia Ng

Business School The 28th Southeast Asian (SEA) Games opened spectacularly with a grand display of lighting, electronics, and more than 5,000 people contributing to the performance of music, movement and dance. Hosted in Singapore this year from the 5th to the 16th June 2015, more than 7,000 athletes from 11 participating nations around the region are here to compete in the games. Not only do the Games showcase the beauty and glory of sportsmanship, it is also a wonderfully planned and executed campaign. Here are some lessons we can learn about marketing and how Outdoor media can be leveraged, from the 28th SEA Games’ resounding success: Have a compelling story The SEA Games Brand Story is about Celebrating the Extraordinary The theme, Celebrate the Extraordinary is about connecting individuals, communities and countries to their dreams. It’s beyond competing, winning or even overcoming defeat. It’s not about having a champion to look up to, but inspiring the one that is inside each of us. The story was weaved into the entire fabric of the Games; for example, The SEA Games Opening ceremony fleshed out Celebrating the Extraordinary, through different scenes portraying diversity and connection of different races, ages and aspirations. Having an inspiring story helps people build a personal connection to your brand.

Bring Your Brand Personality Closer to Home through Outdoor Media Nila, the mascot for the 28th SEA Games, is cute, adorable and oh-sohuggable. Everyone likes Nila, which created a positive brand personality that was used as the ‘face’ of the Games. Nila fronted a lot of Outdoor media activities for the SEA Games. Nila was spotted all over town leading up to the SEA Games. Through the Make-aNila programme, NILA soft toys were showcased in various parts of Singapore: at Raffles City (18 April-03 May 2015), Sportshub (04-24 May 2015) and Kallang Wave Mall (25 May-16 June 2015). Nila also made his rounds at various on-ground events and at the SEA Games Carnival. Nila outdoor ads were also seen in open grass fields near MRTs, such as Tanjong Pagar. These outdoor displays of the likeable Nila brought the SEA Games closer to home for the public.

begun. We spotted some in these pictures below (click the pictures to zoom in for a closer look): Interestingly, it’s not just at popular hotspots such as town and CBD areas that these forms of OOH advertisements have been put up by the SEA Games. The corridors of HDBs in the heartland areas are also decked with SEA Games banners to show our support: The Power of Outdoor and Positive Brand Association It was not just the organizers. Brand sponsors used Outdoor Media to associate themselves with the SEA Games. Brand sponsors and partners of the SEA Games put up high impact Outdoor banners before and during the Games. This branding by association created a positive connection about the brand, thanks to the well-organized 28th SEA Games. We spotted GP advertisements across town.

Go Big or Go Home Advertisers and SEA Games organizers realised early on that to build excitement and awareness of the Games, they have to have on-ground, outdoor presence. With 70% of people’s time spent outdoors, it is essential that they maximize their presence on outdoor billboards, advertisements and signages. Organizers ‘painted the town red’ with vibrant outdoor billboards and banners island-wide to welcome the 28th SEA Games hosted in Singapore. Long before the Games

GP Batteries Banner at Tanjong Pagar. Source: 1outdooradvertising.blogspot.sg

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Other brands which were official partners of the SEA Games, but did not advertise outdoor, found that awareness of their partnership was not as far-reaching. For example, Mount Elizabeth is the official Medical Services Partner for the 28th SEA Games. However, we only spotted the advertisements within the hospital grounds itself. If Mount Elizabeth were to also carry the banners across outdoor media, it would receive a greater uplift in recall.

Samsung signage at SEA Games Carnival. Source: popcultureonline.net

Mount Elizabeth Banner in the hospital grounds. Source: TPM Outdoor

Besides billboards and banners, some brand sponsors also used branded event signages to associate their brand with the SEA Games. Daikin, Samsung, Deloitte, FairPrice were such brands to have displays at the SEA Games Carnival. Participants enjoyed games activities in a fun environment, and the brands benefit by being associated positively with the fun and games.

FairPriceâ&#x20AC;&#x2122;s pool table at SEA Games Carnival. Source: popcultureonline.net

Business School The Games’ organizers used outdoor extensively as well during the lead up to the Games. We spotted some in these pictures below:

Interestingly, it’s not just at popular hotspots such as town and CBD areas that these forms of OOH advertisements have been put up by the SEA Games. The corridors of HDBs in the heartland areas are also decked with SEA Games banners to show our support:

Banner on Mica Building at 140 Hill Street, Close-up. Source: 1outdooradvertising. blogspot.sg

SEA Games Banner Placements in the Heartlands (Commonwealth Crescent). Source: 1outdooradvertising.blogspot.sg

Much like how we raise flags and banners to rally during a carnival, event or movement we feel strongly about, Outdoor Media used in the lead up to and during the SEA Games gave us, the general public, a sense of pride and belonging towards the SEA Games, sending out the message that “It’s my Games as much as it is yours. We belong together in this.”

Banner at OrchardRoad, Source: 1outdooradvertising.blogspot.sg

It’s a firm case that Outdoor Media is very much relevant and even more so in today’s environment where marketers must find more ways to attract the attention of a hyperconnected, always-online audience with a scattered attention span.

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Outdoor Media in today’s environment 1.

OOH cannot be turned off. It happens 24/7. Unlike TV, radio or print, the outdoor cannot be turned off or put down, outdoor advertising happens 24/7. You can’t avoid it.

OOH goes where most other media can’t. It reaches consumers no matter what their media consumption habits are. It goes where most other media can’t go to surround and immerse consumers out of home, where they spend 70 percent of their waking hours. -- Outdoor Advertising Association of America

New technologies and innovative practices in OOH help advertisers cut through. It takes their message further to keep up with advertising and consumer trends. -- Outdoor Advertising Association of America

32 4.

OOH has one of the lowest costper-impression of all forms of marketing, and is one of the most cost efficient in terms of reach and impact – Arkside Marketing

We came up with a handy infographic for Reasons why Outdoor Media (OOH) is effective.

Reasons for Outdoor Media’s Effectiveness. Source: 1outdooradvertising.blogspot.sg

Smart marketers are using Outdoor Media in interesting ways to send an impactful message to reach public audiences. Outdoor advertisements cut through the clutter and reaches people in a high impact way. After all, we now spend a majority of our waking hours out and about. When used innovatively together with new technologies, the results can be nothing short of spectacular. How will you use outdoor advertising effectively for other upcoming events this year? (All images are provided by the writer) About the writer

Lydia Ng is a marketer with ten years of experience in both MNCs and SMEs. She is currently the Marketing Director of TPM OUTDOOR. TPM Outdoor is an Outdoor Media group with more than 100 media locations in South East Asia. Headquartered in Singapore, TPM Outdoor has subsidiary companies in Indonesia, Myanmar and Vietnam and affiliate offices in the Philippines and South Asia. TPM Outdoor take pride in providing clients with: •

On-ground local expertise, offices, people & billing in rapidly developing Asian Markets;

•

Years of proven experience and know-how for regional and local implementations;

•

Impactful, eye-catching solutions at prime locations to reach the right people.

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Digital Digest

Refuting the myths about

â&#x20AC;&#x2DC;advergamesâ&#x20AC;&#x2122; Âť By Danielle Hrin Kuek Advergames as a marketing platform have been around for years. With the growth of gamers in Asia, four out of five smartphone owners have played a game on their device, and 46% play games on a daily basis, this marketing tool has become a more creative and effective way to promote the brand. In the past, due to prohibitive development costs, only the largest global brands could afford to develop and roll out Advergames. This perhaps led to the stunted and disjointed progress of utilising Advergames as a tool in rolling out new campaigns.

Advergames as a marketing tool.

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Yet marketers are still hesitant and concerned about the effectiveness of Advergames for their campaigns. Here are some common myths:

However, with the advent of mobile technology, access to bandwidth and cost effective development tools, Advergames are rapidly increasing in popularity as a critical form of marketing communications.

The interactivity and elective involvement make them a more appealing form of advertising in comparison to banner or pop-up advertising. Games educate users about the brand in a much more hands-on, active way instead of passive learning through other forms of ads, such as banners or video and allows them to share their experience via social features. In KFC Indonesia’s Music Factory Advergame campaign, users had to correctly match the song title to the singer in order to complete the game – on average, each user played the memory game 20 times, with 76% of users successfully completing the game. By relating successful game completions to brand/product recalls, marketers can be assured of accurately tracking the number of users who learn and remember the key facts of their product or promotion.

MYTH: “Only large, global brands can afford to develop an Advergame”. FACT: This may have been the norm in the not too distant past where branded games were developed from scratch by game development companies. The cost of development was significant and in many cases prohibitive to smaller companies and campaigns. Brand marketers can use a template approach, customers can customise best performing and popular consumer games to their brand and product images. The platform also allows them to use it for free, so they can start creating their own Advergames at relatively no cost. KFC Mobile Campaign

Moreover, marketers can include a prize or reward for game users. This is beneficial not only because of greater potential for leads, but also generates enjoyment and excitement among users, emotions with which every brand wants to be associated. With reward-based Advergame campaigns, this tends to boost replays per user by 2X and users responding to a brand’s call-to-action by 3X, on average, as compared to regular Advergame campaigns.

MYTH: “My industry doesn’t use games in its marketing”. FACT: It is important to remember that your customer is social. In AsiaPacific and Japan, 44% of overall internet users are active gamers. They are also on social media and probably use a smartphone. What better way to differentiate your marketing, or add excitement to your industry than using games. They share the fun, the exhilaration and excitement with friends, peers and family. This is a powerful and very cost effective

Digital Digest way to promote the brand and with significantly more impact through the social network. In a Krispy Kreme Doughnut’s Advergame campaign, 36.4% of its users shared or ‘liked’ the game on Facebook, generating awareness to their friends on Facebook. MYTH: ‘We need an App’ FACT: This is an automatic assumption - all games for mobiles need apps (Applications). Or, that you need to create different versions for different mobile platforms. The reality is that there is no need for an app. Games are created using HTML5 which can be accessed on all smart devices, computers and mobile browsers. Internet access and speed is now so good on mobiles that games can be played from any location.

MYTH: ‘Advergames don’t really generate leads’. FACT: Not true either as Advergames allow customers and brand owners to include call-toactions to generate responses and sharing of information. To be part of the competition or to get your name on the leaderboard, you provide your contact details. This generates leads for business. According to Branded Mini-Games, 1 in 3 Advergame players provide their contact details to the brand, after playing an Advergame. With social sharing, the game can also generate new leads as the games get recommended to other friends and colleagues. Myths about Advergames can prevent marketers from exploring and working with a platform that can be very effective in promoting their brands. Advergames deliver significant cost savings and provide greater returns in terms of engagement and sharing.

Digital marketing and expectations of users are constantly changing. Digital marketing spending averaged one quarter of total marketing budgets in 2014, hence marketers need to innovate and be on the lookout for solutions that will provide them with effective marketing and deeper engagement with their target consumers,. In-game advertising and Advergames are forecast to reach over US$2.67 billion by the year 2017. Advergames are set to grow in Asia which is a very strong market - with gaming accounting for 13% of total mobile ad spend. . This according to industry analysts is expected to only grow at an estimated 19% year- on-year in Asia. The effectiveness, the ubiquity of technology and the cost benefits make Advergames a very compelling proposition that marketers should consider. (All images are provided by the writer)

About the writer

Danielle Hrin Kuek is a Producer at M-BIZ Global Group, where she manages their global projects and service marketing. With 10 years’ experience in the gaming industry, she has launched several mobile gaming projects for M-BIZ globally including Samsung Mobile Fun Club, Samsung Apps and Pocket Arena. Branded Mini-Games is a part of M-BIZ Global Group, which has 8 offices worldwide and is a leading provider and distributor of mobile gaming and marketing solutions within the telecoms industry since 2005. They have embedded more than 1.5 billion games on over 728 million handsets in more than 55 countries worldwide, partnering global brands such as Samsung, Disney, EA, Gameloft, Sega, Digital Chocolate etc.

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Learning Site

How to Become a Rainmaker and

Increase Sales

For Your Business » By Charles Phua One of the most important aspects for any successful business is having a Rainmaker. This can be seen as an antiquated term for some, but it’s the most prestigious place to be within business. If you want to become a valuable asset to your company, you need to work towards becoming one of these amazing people. Rainmakers bring more than just simplified contributions to the businesses that they are found within, they understand business partnerships, targeted marketing and the power of network to increase sales and gain more revenue for their business. They are able to use the power of leverage and able to help any business succeed using unique strategies. If your goal is to become one of these powerful experts, here’s a few tips and tools on how to become one.

Raise Your Profile with Public Speaking The first major thing that you have to start getting good at is, public speaking. This is not just about speaking in front of large audiences, it’s in regards to getting up in front of a small group and able to present your ideas. You have to be able to communicate clearly what you are doing, how you are doing it, and what is needed to move forward. The best people in business are able to not only run the back end, they become the face of the company. If you have a fear of this, it’s important to shake it off. Look at taking public speaking classes or join your local Toastmasters group. Learn and master the skills required in this area, it’s going to pay off handsome dividends down the line.

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“ 40

The key of being a Rainmaker is to always able to inspire others with new knowledge.

Be a Master Networker

Become a Sales Superstar

Keep Learning.

Whenever you are in the public, or at a conference, aim to meet at least 10 new people each time. You need to be able to network fast. You should be able to get a buzz going about what you’re doing at any conference you’re at. You should be able to shake hands, go up to individuals, and transform skepticism into belief. Listen to what others have to say first and understand how you can help their business before you get them interested know what your company is doing. Remember, people are interested in other people who are interested in them. Networking is one of the most important key in your journey to become a rainmaker, if you want to leverage on other’s contacts and bring in a lot of prospects/referrals to your business, you need to focus on this. It’s important, and it goes way beyond just saying ‘hi’ on social networking sites. You have to do this in person.

If you want to truly be recognized as a rainmaker, you need to triumph in sales. You will need to understand and succeed in direct sales or figuring out how internet marketing works. Do not allow yourself to lose sight of this. The reason why this is important is simple, you need to illustrate to others that you are able to achieve results because of your skills and knowledge. Without this in place, you are going to be having an uphill battle, trying to convince others that what you suggest will work for them. You can’t get anywhere if you can’t prove that you’re capable of doing what is asked. For instance, if you’re trying to build a down line, and you are telling them what to do, you have to be able to back it up with results. You have to show them that you make money through your strategies. Lead by example and that means mastering sales and its process, so that no one can call you a hypocrite.

The market is always changing and new methods of sales and marketing are popping up every day. Never lose sight of the fact that you need to constantly be learning. No matter which stage you are at in business, there is always room for improvement. You can always learn something new every day. This goes back to the notion of leading by example. If you expect your down line to train and learn the business, you should be there to learn with them. Going back to the basics, updating yourself with latest information, and making sure that you know all the answers to the questions people will ask. The key of being a Rainmaker is to always able to inspire others with new knowledge. Never rest easy on your laurels. It’s easy to assume that when you are at the “expert” level that you will not have anything more to learn. Always learn, keep your mind sharp, and your business strategies ahead of the curve.

Learning Site

Get Your Hands Dirty

Meet New People Everyday

One of the things that many people make a mistake about in business after they start to hire, is that they stop doing the basics. For instance, many don’t go on to doing sales. There’s a point where many get lazy. Don’t go down that route. If you’re trying to build a down line, then you should take the reins every now and then, go for sales discussions and help others to seal the deal. Always try to get down to the basics and get your hands dirty whenever you can. The more you work on your craft, the higher the chances are that you will start to have true believers from your company. Remember, you aren’t going to master anything by just working from the confines of an office. You will need to make it work by going into the trenches with your team, so make sure that you are constantly pushing and are visible to the team you’re setting up.

One way that you can stay relevant to the market, and your rainmaker status comes up fast is to talk to new people. Take the opportunity to go to any convention, business gathering, and more. If there’s an interesting event in your area, make sure that you are going to it. You want the opportunity to talk to others as much as you can, even if you don’t convert sales each time, it doesn’t matter. The goal here goes back to building relationships and confidence. You need confidence to be able to approach others, convince others that you are an expert in your field. Once you tap into the confidence of a true rainmaker, you will eventually end up becoming a huge success and meeting companies that will pay off handsome dividends for you. People wouldn’t know about you if you can’t get used to talking to people.

About the writer

Charles J Phua is a serial Entrepreneur, Business Development and Sales Strategy Consultant based in Singapore with an unhealthy obsession with cats. Since 2008, Charles have started over 5 companies and helping other businesses and individuals to achieve their sales objectives with customized sales strategy.

the singapore marketer jul-sep’15

Interview with

Chris J. Reed, Global CEO and Founder, Black Marketing 42 Chris is an official LinkedIn Power Profile, has one of the world’s most viewed LinkedIn profiles with over 22,000 followers and is one of the top Social Seller in APAC according to LinkedIn. He is also a serial entrepreneur having created marketing businesses in both Europe and Asia Pacific with Black Marketing where he is Global CEO. Black Marketing enables C-Suite executives across the world to achieve all their business objectives through LinkedIn and now have a presence in China, Hong Kong, North America, UK and ANZ. What are some strategies for effective LinkedIn company updates?

What’s your best advice for a content marketer looking to expand their reach on LinkedIn?

Think engaging content before thinking jobs and internal HR rubbish which nobody outside cares about. Think about who is on LinkedIn, 364 million professionals in all positions, all industries who can view your company page 24/7. Think global not local, think marketing and content not HR and jobs.

Publish engaging content that is interesting to your target audience not just PR hype about your own company. Also remember LinkedIn’s own advice on a content marketing strategy. 4:1:1. For every hard sell post about your company, post a soft sell post about your industry and four unrelated posts about business areas of interest to your target audience.

Marketer @ Work

There is no doubt that content builds engagement in LinkedIn. Also more often than not, companies are struggling with manpower issues, and hence content development is the least in priority. How can companies address issues like this? Well they can outsource it to companies like ours or re-prioritise given the power and influence of Linkedin and its 364 million professionals users vs your company website or facebook for example both of which are generally a waste of time.

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â&#x20AC;&#x153; 44

There is nothing from a sales and marketing perspective that you can do on a website that canâ&#x20AC;&#x2122;t be done on a LinkedIn company page. What are some tips and tricks for a company to use LinkedIn for lead generation?

What advice would you give a company just getting started with their LinkedIn account?

The LinkedIn premium sales and marketing tool Sales Navigator is amazing at enabling you to slice and dice the data and create dedicated target lists and then send out a very short intro to your company with a call to action to meet up (150 words tops). But before you do that you must enhance your personal brand on LinkedIn by maximising your profile, enhancing your company profile (take away all the job posts from the main page for example) and add in showcase pages to highlight your services and products and develop a content marketing strategy and then your inmails and messaging on LinkedIn will be much more effective. Social selling is made this way.

Ask them where they have been! Then tell them to invest time, creativity and energy in a proper personal profile for all their executives, create a proper and engaging company page that the entire workforce follow and create an engaging content marketing plan to empower their workforce through their company page and encourage them to like and share it with their connections. Encourage them to all blog on their personal profiles and get them to connect with each other and all clients and stakeholders.

Marketer @ Work

What are some underutilised marketing tactics on LinkedIn? Showcase pages, group messaging, content marketing, inmails, publishing on the LinkedIn blog platform. How can companies enhance their SEO through LinkedIn? Add in keywords in their title, summary and experience sections and also ensure that their company page is full of showcase pages and is active and engaging.

In terms of B2B marketing, would you recommend LinkedIn as a priority marketing tool on top of other social media platforms like Facebook? Why? Yes. LinkedIn is a B2B peer network in a business context, the others are not. Facebook B2B marketing is insensitive and it’s like approaching a CMO with his friends and family at a restaurant after a few bottles of wine and saying “buy me” - not appropriate whereas Linkedin is like meeting someone at a business networking gathering, very appropriate.

Should a company have a separate LinkedIn page for different business units/product departments which have unique target audience? Why? Yes, it improves SEO, helps them market and share content relevant for each service and lets their stakeholders like clients, employees, investors and media know about all that they do in a content-friendly way. Do you think a company’s Linkedin page can replace its corporate website? Yes. I use my website merely so that no one else gets my name and drive people to my linkedin company and profile pages - there is nothing from a sales and marketing perspective that you can do on a website that can’t be done on a LinkedIn company page.

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MIS congratulates Dr Gan See Khem for winning the SG50 Outstanding Chinese Business Pioneers award. The Singapore Marketer had a chat with Dr Gan to find out her recipe to succeed in career and life. Dr Gan’s word of advice to readers: “Strive in your forte and interest, you will be somebody”.

Q&A (Featured member)

Dr Ganâ&#x20AC;&#x2122;s Recipe to success! Dr Gan See Khem

Executive Chairman and Managing Director, Health Management International Ltd Senate Chairman, Marketing Institute of Singapore

Can you give us some background on why you pursued an economics degree instead of a general business degree? When I was planning for my university degree application in 1965, there were not too many options for degree seekers then. Students were primarily given opportunities in Medicine, Engineering, Science and Social Sciences. It is interesting to note that during the 1960s, the University of Singapore and most foreign Universities did not offer a degree in Business Administration. This University study option for a Business degree was only offered in the late 70s. As a student in the 1960s, I was particularly interested in Economics and decided to pursue this degree option when I was given

the opportunity to enter University. Many of my friends had also sought to pursue further study in Economics as it was a major career option for students from the Arts stream. The year I entered University was also the year when Singapore obtained independence, there were much public debate about economic development strategies for Singapore. I was lucky to pursue an undergraduate degree in Economics which allowed me to understand and follow the academic and research developments that is of major concern for both the developed and developing nations. For my post-graduate education, I was able to pursue my interest in Business Administration and obtained my doctorate degree in 1977.

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In your role as the Executive Chairman of Health Management International Ltd, what do you think are the 2 most critical skills to excel in a business?

Through the course of your career / business path, can you name one most challenging setback/obstacle that you have faced and how did you overcome it?

As the Executive Chairman of Health Management International Ltd. ( HMI), I am involved mainly with strategic and policy decisions. The health care industry is challenging in terms of the necessity to be current in capital intensive investments in new medical technologies and clinical services. Whilst my work is mainly focused in corporate governance, investment and business development decisions, I have also maintained close touch with hospital management in sharing my views on talent development and market competitive challenges in this sector. My role at HMI requires me to work externally with people from the capital markets and finance, regulatory authorities as well as the media and investor relations. I take great personal interest working with medical consultants, management and allied health professional who are integral to the health care service provision of our group. My take on the most important skills needed to excel in this complex business arena will be the building of trust and consistency in your dealings with internal and external stake-holders.

I was brought up in a business family that started business as early as 1935 in textile trading. The Hong Bee group eventually extended to rubber and palm oil plantation in the 1960s and later to real estate development with operations in Malaysia and Singapore. As a youngster, I was more interested to pursue studies and an academic career. We need to also note that Chinese families in the early years were not ready to encourage daughters to enter business as a career options. My parents were very encouraging for me to develop an academic career. I joined University of Singapore, Faculty of Business Administration in 1977 and glad that I was part of the pioneer team entrusted with the development of the first and only Business School in Singapore. This proved to be an exciting career and I spent 15 years at the National University of Singapore. The reason for leaving academia was due to the need to participate in the restructuring of the Hong Bee group to meet the challenges of a rapidly developing economy in the early 1990s. I subsequently took charge of a small private hospital company managed by doctors and took the company public in 1998 with

regional expansion strategies. In a nutshell, I would say that my career took interesting divergence. As an academic in the 1970s in Singapore, the challenges that I faced most was the lack of a research culture coupled with the need to be involved with the rapid recruitment of business school faculty and the ballooning student numbers that was required to serve the growing Singapore economy. How do you think the Healthcare Industry will evolve in the next five years? The private health care industry in Asia is expected to face rapid growth over the next two decades due to the growing affluence and growth of the middle class as well as a fast aging population. In most of Asia, it is not expected that the public sector can continually invest and meet the expectations for quality and expensive health care services. The lack of comparable health care services in their home countries have given rise to the growth of medical tourism where patients and their families are prepared to travel and seek medical treatment that will best fulfill their needs. The key medical tourism destinations in Singapore, Thailand and Malaysia have developed tertiary medical services that serve not only patients from the domestic market but also from patients from neighboring countries.

Q&A (Featured member) SG50 Outstanding Chinese Business Pioneers award honour a group of outstanding and preeminent Chinese business pioneers, like yourself, for your salutary contributions to Singapore. What social mission do you carry with you? I am most honoured to receive the SG50 Chinese Business Pioneers Award which gives recognition to early entrepreneurs who have developed businesses that were part of the growth of the economy in Singapore. It is well noted that local Small and Medium Enterprises (SME) contribute to Singapore by playing a significant role in creating jobs and providing employment opportunities to 50% of the local population. In the local Chinese business community, the need to contribute to society is very much a part of the traditional culture. Historically, these contributions are often times channeled through the work of the local clans and associations which are established to offer help for scholarships for children from less well to do families, primary health support for those in need, job search and financial assistance for the needy. In modern times, there are more sources to contribute towards community outreach. I am also glad that I am one of the two women who are given the SG50 Chinese Business Pioneers Award. This serves to demonstrate that women entrepreneurs have contributed to the growth of Singapore and many

more women will continue to play key roles in the economic and social development in Singapore. Having received the SG50 Outstanding Chinese Business Pioneers award in February, what advice do you have for companies going through difficult times? My advice for entrepreneurs and companies going through difficult times is that they should accept that it is a given that there will be increase competition and complexities in the industry that they are operating in. It is important to have a positive attitude when things fail, you would always ask yourself the question â&#x20AC;&#x153;what is the solution?â&#x20AC;? and move on to find ways of solving the difficulties and challenges. If you were not in the Healthcare industry, where would you be? I have chosen to be working in the health care industry and have made a commitment to stay in this industry to further grow the business for HMI. With the forecasted growth of the private health care demand in Asia, there will not be a shortage of opportunities for business growth in the region. HMI operates out of Singapore and the group owns and operates 2 major hospitals in Malaysia with about 20 representative offices in Indonesia, Vietnam, Cambodia and Myanmar. The group is also involved in health care related education with the HMI Institute of Health Sciences in

â&#x20AC;&#x153;

I have chosen to be working in health care industry and have made a commitment to stay in this industry.

Singapore and the Mahkota Institute in Malaysia offering premier Nursing Education that serves the needs for nursing staff in Malaysia. What do you enjoy most about your job and what advice do you have for the younger generation? I enjoy the part where my job provides the opportunities for growth as well as the ability to contribute to the careers of others. Also, there are new technologies and services that I can learn from day to day. To perform well in your career, try not to job hop too often. Even from the same job, you can make a difference and people will recognise you with your commitment and hard work. For me, I am always in search of excellence in whatever I do. With that attitude, I will never get tired of my job. My advice to the young people out there would be to strive in your forte and interest and you will be somebody.

the singapore marketer

SPOTTED

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Marketing Guru Talk:

Soundtrack Your Brand with Spotify 16 April 2015 410 North Bridge Road, Marketing Institute of Singapore

Participants actively participating in the ice breaking activity before the start of the talk.

Jonathan Nadiranto, Spotifyâ&#x20AC;&#x2122;s Sales Director for Asia, spoke about leveraging Spotify as the marketing platform.

50 Marketing Guru Talk:

Becoming an Irresistible Brand with Neuromarketing 13 May 2015 410 North Bridge Road, Marketing Institute of Singapore

Professor Gemma Calvert gave an introduction on the evening topic.

Participants were thrilled over what the speaker shared during the engaging session.

What’s Up

Organiser: Marketing Institute of Singapore Email: events@mis.org.sg / 6411 1630 Website: www.mis.org.sg/membership/events

Calls are The New Clicks - Track It or Lose It. It’s been proven time and time again that inbound phone calls are the most valuable lead type, so valuable in fact that marketers are heralding calls as the new click. Let’s face it, we live in an era where smartphones never leave our side and they are our ever so helpful companion when we search for products and services in reaching our decision to buy. Businesses need to be able to connect the various dots in a customer’s journey and understand the search initiatives which prompted them to make the call. Call tracking allows businesses to track call-based revenue back to search ads and keywords, thus allowing marketers to optimise the ROI on their marketing activity.

Date: 15 July 2015 Time: 6.30 pm – 9.00 pm Venue: MIS Executive Lounge 410 North Bridge Road #01-00 Singapore 188726 Registration: MIS Students – Complimentary MIS Members – $20.00 Non-members – $35.00 Public Tertiary Institution Student*: $10 *This includes all students from NUS, NTU, SMU, NYP, NP, SP, TP and RP only. Contact: Yap Wei Ting 6411 1630 Email: events@mis.org.sg Website: www.mis.org.sg/events

Although it’s standard practice for businesses to measure their online effectiveness, what’s often missing is to understand customer’s thought processes – before, during and after – they make the call after having searched for a product or service online. Call tracking bridges this gap, and investing the resources to enable businesses to track calls and understand the customer’s mobile journey will pay off in the long-term and allow you to stay one step ahead of the game. By 2018, mobile search alone will drive 73 billion calls per year and, in the face of surging mobile usage, closing the data gap between online search and offline purchase and managing the influx of calls will become more important than ever. Key Take Away Points: •

Able to track phone leads back to their source

•

Spend money on campaigns that work

•

Unlock the full power of multi-touch attribution

•

Have the power to discover your most effective webpages

•

Optimize your business based on when you get the most calls

•

Boost the performance of your sales consultants or call centre

Gunther Scherz Director, AVANSER Gunther Scherz is the Director of AVANSER, the leading call tracking technology company in Asia Pacific. AVANSER has been awarded Google seal of approval and is now Asia Pacific’s preferred and only official partner in the region for DoubleClick integration. Over the last 18 years, he has built a successful career in strategy, marketing and sales management across a broad spectrum of businesses such as Taylor Nelson Sofres, Audi and Proton at the director level. He has also started many successful businesses and value how call tracking gives him visibility for his advertising dollars and helps improve operation efficiency.

*MIS reserves the right to amend the programme without prior notice.

MIS WELCOMES NEW MEMBERS JOINED FROM MAR-MAY 2015 Individual Members Aarti Sabhaney Alex Lim Angeline Chng Berenice Poh Cara Wong Chamintha Thilakarathne Chioh Shooh Hwah Choy Crisann Desmond Yong Edric Lin Elizabeth Arevalo Elvin Yeo Erina Tan Faith Koh

Fiona Ng Guo Zifeng Ivan Goh Jayden Ho Jocelyn Yeo Judy Lim K E, Spencer Chan Koh Joh Ting Kwong Li-Lin Lee Ban Siong Leong Chin Yik Lew Xue Li Lim Tiong Kian Lim Pei Yang

Lim Tian Leng Maria Melvyn Foong Nathen Cecilia Putu Putrayasa Rachel Thiam Meng Lim Rachelle Anna Renee Power Richard Wong Sarup Meenakshi Soh Siew Moey, May Tat Howe, Desmond Quek Vivek Paree Wong Kum Fai

Corporate Members F&N Foods Pte Ltd Futuristic Store Fixtures Pte Ltd iFoundries (Asia Pacific) Pte Ltd

Pico Electronics (S) Pte Ltd Roots Technologies Pte Ltd

Star Vacations Pte Ltd Stone Forest IT Pte Ltd

With insightful articles highlighting current and emerging trends in the marketing field, The Singapore Marketer is your gateway to staying connected with what truly matters in the marketing fratenity.

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