What it takes to be successful in direct marketing

1-to-1-MarketingThis post originally appeared on the Singapore Business Review, where I regularly contributes articles about branding, advertising and marketing.

Are you one of the many Singaporeans who receive physical or electronic mail only to thrash or delete it without a second thought?

You’re not alone; the majority of us simply disregard such materials as junk – mere inconveniences of life.

Much of today’s direct or electronic mailers are lost amidst an overload of generic communications and this has become a familiar issue in modern direct marketing techniques. Continue reading What it takes to be successful in direct marketing

10 power tips to get your 2013 marketing plan started

10 power tips to get your 2013 marketing plan startedAs mentioned in my earlier post, I have recently joined AdBox as an account manager focused on bringing in new business for my advertising agency. Nevertheless, I have spent the past few weeks meeting various stakeholders in the agency, and am working on a marketing plan for the year 2013.

Are you planning for your marketing effort for the year 2013 as well? I guess you are. Therefore, I’ve prepared a checklist below for you to get started. Continue reading 10 power tips to get your 2013 marketing plan started

Identify how Influential is your branding using a simple analogy

This post originally appeared on the Singapore Business Review, where I regularly contributes articles about leveraging branding in small business.

How many people know about your brand and actually uses your brand? Yes, there are many definitions and gurus out there explaining what is branding all about and how it can help businesses grow.

There are many seminars to attend and books to read for any business owner to understand about branding but still, there are many business owners out there who have little clue on how it can actually translate to business success.

In order to justify how branding actually help businesses to grow and profit, we have derived a simple analogy using a simple graph as follows.

How Influential is your Brand
Using a simple analogy to justify how influential your brand is.

The Y-axis indicates the “know” level of individuals in the market which is mapped according to their knowledge of your brand / product. The X-axis indicates the “use” level of individuals in the market and which is mapped according to the frequency of using your brand / product.

For example, “A” within the graph indicates an individual who has never knew or heard about your brand at all. What this means is that the individual has probably never used your product at all. Continue reading Identify how Influential is your branding using a simple analogy