Tag: business strategies

Market Thy Neighbours as Thyself

November 11th, 2012   •   no comments   

friendly shop owner
Marketing can be a friendly activity (Courtesy of {eclaire})

Sometimes, I wonder why the world of marketing has to be so competitive.

Many marketing strategies reek of a “command and conquer” mentality. We’re constantly told to “benchmark” against our competitors, “target” or “ambush” our customers, offer “value” pricing, and “position” ourselves such that we have an “advantage” over other similar businesses.
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Rubies in the Orchard: Book Review

July 19th, 2012   •   no comments   

Serial entrepreneur and billionaire Lynda Resnick’s book “Rubies in the Orchard” provides a fascinating glimpse into the marketing strategies behind brands like POM Wonderful, FIJI Water, Teleflora and the Franklin Mint. Part autobiography and part business book, the highly readable tome chronicled how Lynda rose from rags to riches and deployed her marketing smarts to seed and grow four highly successful businesses.

Written in a witty and conversational fashion, Rubies in the Orchard presents an in-depth glimpse into four very different industries. In the section on Teleflora, Lynda described how marketing is “all about listening. You want to be the equivalent of a good friend”. She then described how an attribute can be a Unique Selling Proposition (USP) based on the following:

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Shoestring Marketing for Small Businesses

March 25th, 2012   •   no comments   

Source of Image

What can small businesses, start-ups, free-lancers and other budding entrepreneurs do to build their reach? How can they compete against bigger companies with deeper pockets, greater resources and fuller teams?

In general, the clue is to look at what big conglomerates are doing, and then try to do the opposite – in a customer pleasing fashion of course. Clueless where to start? Well, here are five ideas to begin with.
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Creating Great Experiences at Universal Studios Singapore

February 27th, 2012   •   2 comments   

Battlestar Galactica @ Universal Studios Singapore

On a recent study trip to Universal Studios Singapore (USS) at Resorts World Sentosa (RWS), I had the privilege of learning how the theme park – arguably the most popular in Southeast Asia – creates, develops and manages memorable and delightful guest encounters. While these strategies do not cover all aspects of a world class theme park’s operation, they do form an important component of their visitor experiences. These help to trigger positive word of mouth and generate repeat visits.

Extensive and Immersive Theming
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Smithsonian Institution: A World Class Museum Operator

November 4th, 2011   •   no comments   

Aerial view of the Smithsonian museums in Washington DC (source: Tripadvisor)

As part of the Business Of Heritage conference, I had the pleasure of learning about how the Smithsonian Institution built its world class reputation as a leading museum brand.  Delivering the talk was Ms Elizabeth Duggal, Director of International Museum Professional Education Programme of Smithsonian Institution and Co-Chair of ICOM United States. 
Here are some of the key points of the talk which I thought would be useful to share.
Excellence in Museums
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David versus Goliath: Ocean Park Hong Kong’s Experience

July 3rd, 2011   •   4 comments   

Ocean Park Hong Kong (Photo Copyright © Marion Udall)

Thanks to my colleagues from the Association of Singapore Attractions (ASA), I had the privilege to learn how Hong Kong’s Ocean Park managed to hold its ground against HK Disneyland. Speaking at the Tourism Masterclass co-organised by ASA and the Workforce Development Agency (WDA), Tom Mehrmann, its Chief Executive, shared fascinating insights on their rags to riches story.

Attracting more than 5 million visitors a year (2010/11 is likely to be its best year ever with 5.8 million visitors), Ocean Park started way back in 1977 attracting only 1.3 million annual visitors. The sprawling attraction covering some 870,000 square metres was ranked the number one theme park in China, and the seventh most popular amusement park in the world by Forbes magazine.

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Penning Papers that Persuade

May 24th, 2011   •   no comments   

Courtesy of CGU Writing Centre

Writing papers is not second nature for most of us. It isn’t easy to slave over the words, facts and figures that form an integral part of white collar work, while putting forth a cogent and convincing argument.

Fortunately, there is an art and a science to writing policies, strategic plans, strategies, and other documents geared towards rallying support, budgets and stakeholder buy-in. Here are some tips that I have learnt from my years of experience in wielding the pen as the sword.
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What Do Women and Geezers Have in Common?

November 17th, 2010   •   1 comment   

Give up? The answers, according to uber guru Tom Peters and Martha Barletta in their slim volume Trends are oodles of cash, purchasing power and huge influence.

Written in Peters’ no-holds-barred, rant-heavy and straight talking narrative, Trends provides lots of facts, figures and anecdotes to show that women and Baby Boomers are probably the two largest blindspots in the eyes of marketers everywhere. With a steely-eyed determination to tear down age-old prejudices against the “weaker sex” and “old geezers”, Peters and Barletta described how myopic views of catering largely to “White men in the 18 to 44 age group” have resulted in organisations neglecting huge markets worth “trillions of dollars”.
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Telling the Emperor that He’s Naked…

July 7th, 2010   •   no comments   


…Without going to the gallows!

One of my favourite fables is Hans Christian Andersen’sThe Emperor’s New Clothes“. If you haven’t already read that tale, do check out this charming little cartoon below:

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The Promise and Peril of Starbucks

May 31st, 2010   •   2 comments   

Taylor Clark doesn’t like Starbucks. However, he does patronise its outlets. Apparently he is not alone, as there are many who publicly profess their distaste for Starbucks’ “almost burnt” brew while still swarming towards their outlet.

That in a nutshell is the premise behind the book “Starbucked” authored by Clark, a Portland-based journalist who appears to have more than a little caffeinated chip on his shoulder while appearing to be balanced in his authorship. Unlike the more glowing titles featuring the world’s most famous purveyor of coffee as experience, Clark squarely places both the pros and the cons of the cafe behemoth in his book.
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