Business and management articles | Cooler Insights

A New Marketing Idea

May 7, 2008 • Content Marketing • 6 comments

In the age of increasing emphasis on individual preferences, coupled with the prevalence of social media, the traditional rules of marketing would need to change. We are no longer talking about market segments that aggregate themselves neatly into discrete demographic groups, or consumer preferences that follow neat patterns. Information is available fast and free, and the general levels of trust in advertising has descended to an all-time low.

How do marketers hope to thrive in this landscape? Enter the concept of I-Marketing.

Childlike Marketing (No Kidding!)

May 5, 2008 • Blog • 3 comments

Child’s Play or a Lesson in Marketing?

As I was going for a run this evening at the neighbourhood park, I noticed how kids have this boundless energy aimed at the sole purpose of having non-stop fun. Jumping and skipping from one activity to another, they appear not to have a care in the world, and are focused on their agenda of having pure, unadulterated fun. While watching them play in glee, it hit me that perhaps there are lessons there that we can learn from in the realm of marketing.

Indeed, some of the traits of childhood – especially at play – are invaluable to us jaded marketers. They include the following:

Service Recovery at an Aunty Restaurant

April 27, 2008 • Blog • 6 comments

To celebrate my dad’s 68th and my niece’s 10th birthday, my mum decided to book a restaurant for dinner last night at Tiong Bahru’s Seng Poh Lane. Going by the unassuming name of Por Kee Eating House (porky?), the outlet was your typical old-fashioned Chinese restaurant with red plastic chairs and an outdoor al fresco eating area. It was as unpretentious as you can get, with a clear focus on its food rather than ambience.

When we arrived, we were ushered to a space next to the public carpark outside, under the starry moonlit sky. As the evening was cool, most of us didn’t quite mind sitting outside. Especially with a beer or two!

How to Manage Winning Award Ceremonies

December 13, 2007 • Business and Management • 3 comments

Courtesy of Laughing Squid

Love them or loathe them, award ceremonies are here to stay.

After all, everybody just loves to receive an award (or 10). Award ceremonies are also great occasions for you to dress up and look your resplendent best (plus put that $900 suit or $1,000 dress to good use).

How Clients Should Manage PR Agencies

December 4, 2007 • Public Relations • 4 comments

Source of image

Here’s a counter post following my first one on how PR agencies should manage their clients. Hats off to Priscilla Tan who used to work in an agency but will now be joining a global MNC (drool).

Getting the most out of your PR agency doesn’t mean squeezing the life out of them. Conversely, it also doesn’t mean that you just let loose completely and pray everyday that page one news would come on its own. Sorry buddy it doesn’t work that way.

So what can you as a client do to optimise the Client-PR relationship?

How PR Agencies Should Manage Clients

November 28, 2007 • Public Relations • 12 comments

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I got tipped off to write about this following Priscilla Tan’s expose on what goes on behind the doors of PR agencies and their clients. Many of the situations which she described – expecting page one news, wanting to be called “the next big thing”, and agency bosses “kow towing” to clients – are not unique indeed.

My Family’s Car Accident – A Tale of Service Excellence

October 7, 2007 • Blog • 32 comments

Yesterday afternoon, my wife together with my son and maid got into an accident along CTE (I was attending a work lunch then). What happened was a tale of God’s divine providence mixed with extraordinary service excellence.

My wife was driving towards the city and encountered the usual Saturday afternoon jam. Traffic was extremely heavy and crawling at a snail’s pace. Unfortunately, a slick black BMW driven by a young 19 year old guy crashed into the rear of our car. He must either be driving his dad’s car or distracted by his girlfriend.

The shock was so hard that the beamer’s airbag popped up. Fortunately, my family didn’t suffer major injuries although my maid had a swelling on her head (currently under observation) while my wife’s back hurt. Both cars stopped and my wife took down the driver’s full particulars (NRIC, license plate, hand phone photos of damage, insurance company, car model).