Tag: word of mouth

Tell to Win: Book Review

April 7th, 2013   •   1 comment   

Imagine watching a magical performance by David Copperfield.

Rather than dazzle you with his breathtaking acts, Copperfield regales you the audience with his childhood story. He relates how his grandfather – a crusty old man – never gave Copperfield or his father the approval they craved.
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Why Marketers Need to Teach

March 21st, 2013   •   1 comment   

Courtesy of Freepik

Give a man a fish, and he’ll eat for a day.

Teach him to fish, and he’ll eat for a lifetime.
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Great Service = Great Marketing

January 2nd, 2013   •   no comments   


Robinsons is an icon of service in Singapore (image courtesy of goodcitydeals)

What is the best way to trigger positive and enduring word of mouth?

Is it…
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The 3 Players in Content Marketing

December 15th, 2012   •   2 comments   

The 3 Players of Content Marketing

Courtesy of Vision

Want to reach that guy staring at his laptop in a Starbucks cafe? What about that lady thumbing away at her smart phone while waiting for her cab?

What is the single best way to reach consumers in the age of social media and ubiquitous digital devices?
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Content Marketing Strategies for B2B

September 30th, 2012   •   16 comments   

B2B Content Marketing Strategies

Designed by Freepik

Business-to-Business (B2B) content marketing is growing. Well, at least in the US.

Like Business-to-Consumer (B2C) companies, B2B firms employ a wide range of traditional and social media channels in the creation, production and publishing of content.
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Coca-Cola Celebrates Its 126th Birthday

June 2nd, 2012   •   no comments   

Coca-Cola's 126th Birthday Party

Thanks to June, Tiffany and Laura of the Coca-Cola Singapore team, I was invited to the cosy 126th birthday party for Coca-Cola held at the Dallas Restaurant and Bar at Boat Quay. As a marketer and a publicist, I’ve always admired how the world’s largest beverage company continually reinvented its flagship Coca-Cola brand despite having such a long heritage.  It was fascinating to see how the brand associates itself with values such as fun, happiness and enjoyment through activities that resonate with its customers.  

At the thematic party adorned with Coca-Cola’s unmistakeable reds and whites, I learned how the company continually innovated its marketing and PR efforts.  Other than traditional advertising on mainstream channels, Coke experimented successfully with guerrilla marketing, emotional marketing, buzz and viral marketing, co-branding, sponsorship (Coke has sponsored the Olympics movement for 84 years in total!) as well as immersive experience rich events and showcases (such as the party itself). The company further embraced its role as a corporate citizen by sponsoring and encouraging sustainable and civic-minded practices such as recycling and caring for the less fortunate.

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We the Undercover Marketers

March 21st, 2012   •   1 comment   

We the Undercover Marketers

The Joneses were portrayed as the ultimate stealth marketers (source of image)

Excuse me, are you an invisible stealth marketer? If you have no clue what this is, perhaps its high time for you to read about this.

My curiosity in stealth marketing was first piqued when I read Martin Lindstrom’s brilliant marketing expose Brandwashed. In the book, the neuro-marketing exponent revealed many of the psychological and neurological tricks employed by marketers to get us to buy more, often without us knowing it.
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Brandwashed by Martin Lindstrom: A Book Review

March 13th, 2012   •   no comments   

Martin Lindstrom Brandwashed

Wonder why you are perpetually tethered to your smartphone, refusing to put it down even when your kids are yelling at you?

Or started eating that tub of delicious Haagen Dazs ice cream, and couldn’t stop until it’s all gone.

Perhaps you’ve got a 10 year old boy who nagged you incessantly about getting him that latest Play Station Portable (PSP) which all his friends in school have.
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Conversational Capital: Book Review

November 29th, 2011   •   no comments   

Article first published as Book Review: Conversational Capital by Bertrand Cesvet on Blogcritics.

By now, many would’ve heard of buzz and viral marketing, experiential marketing, and the art of conversational marketing. Many would have also learned about three key marketing ideas: creating a Purple Cow, pushing an idea over the Tipping Point, and the almost religious need to use social media in marketing.

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Face-to-Face Still Trumps Facebook

October 29th, 2011   •   4 comments   

According to the latest post on Church of the Customer, the most important platform for consumers to talk about brands isn’t on Facebook, Google +, Twitter or even SMS! Rather, it is good old person-to-person communication in the flesh (well at least in the US).

Have a look at this chart here from eMarketer:


Source: eMarketer.com
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