Can Whiskers (Wai Wai) take the mickey out of Mickey Mouse? (source of image)
What do you do when an 800 pound gorilla arrives at your door step?
Well, you differentiate, innovate and fight back with all you’ve got. Especially if you are an incumbent home-grown player in your local market.
“Women belong in all places where decisions are being made… It shouldn’t be that women are the exception.” — Ruth Bader Ginsburg
Indeed, ladies of all ages are not just the fairer gender. They are also growing in their influence on the world’s economy – even in traditionally masculine businesses like construction, Information Technology, manufacturing and engineering.
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Two out of three in my family wears specs!
I’ve never revealed it before, but I am a closet consultant. I love to provide business and marketing advice to people. After so many years working with entrepreneurs, media, lifestyle and tourism businesses, I do have some thoughts welling in my head. Whether they take it or not is another thing altogether of course.
Let’s start with the optical business. It is a booming business, with 80% of adult Singaporeans being shortsighted and us having one of the highest myopia rates in the world. What can opticians (like eastcoastlife‘s hubby Chris) do to make themselves stand out clearly from the competition?
Sprite Shower – a great example of experiential marketing (courtesy of Exact Drive)
How do you market a theme park, museum, or holiday resort? Do the traditional 4 Ps of Product, Price, Place and Promotion still work?
The answer certainly lies less in your marketing mix and more in what I’d call your Experience Mix.
Recently, at the National Library, I learnt a couple of new things about the importance of experiential marketing from eminent professor Bernd Schmitt.
Let me summarize the key learning points for you.