Learn Twitter Secrets From a Twitter Pro

Posted on September 3, 2009 by Vivienne Quek

Well, for those of you who have been following my blog, you would have realised that I am a laggard when it comes to Twitter. In fact, if you asked me, I would blush and say, well, I just got it five minutes ago. Here is what it looks like:

Just Started Twitter
Just Started Twitter

So, take a look at the zeroes. Zero following. Zero followers. Zero tweets. How is that for a nice clean slate to start with?

But in case you feel sorry for me, don’t.  I am not going to be doing this alone. I just met a new friend, and he happens to be the #3 Top Twitter in Singapore. And I am going to be learning the ropes from him.

Would you like to come along and have some fun learning how to tweet?  Here is the link:  Twitter Pro Workshop

You see, Twitter is so simple that most people have no idea what it is and what to do with it. Strange as that may sound, it is true.  How do you get from nothing like what I now have, to several hundreds and hopefully thousands of followers?

At this point, I couldn’t tell you with any level of confidence. However, once I am done with my Twitter Pro Workshop, well, we’ll see.

Roger and Aaron have promised that I am going to learn:

  • Learn what Twitter is all about
  • Master Twitter mechanics and start twittering like a PRO!
  • Discover the Twitter secrets that PRO use :-)
  • Find out who’s who in the Twitter-sphere and who are the reigning champions?
  • Which Twitter superstar achieved 300,000 followers in just one day?
  • How to leverage Twitter to market your business online?
  • Learn advanced Twitter tips, tools and techniques to skyrocket your followers quickly and easily!

So, I am going to share my progress with all of you. More importantly, I am going to try to really understand the full implications of Twitter and how it can be powerfully incorporated into a total media campaign. Up until today, I have been relying on partners who specialise in these areas, but now, I myself will be learning. Watch out, I am woman, hear me roar! (or Tweet!)

Popularity: 2% [?]

Posted in Marketing Strategies and Tips, Twitter | Tagged | 9 Comments

Is there Any Integrity in a Paid Review

Posted on August 31, 2009 by Vivienne Quek

Recently, I read a few blogs saying they are not filling their pages with Google Adsense and any contextual link ads. Writing paid review is definitely not an option. One sited his reason being not prepared to sell himself out.

I guess I took a totally different view point since I’m a marketer working in advertising agencies and graphics design companies for the past 2 decades. An advertisement is similar to a paid blog review, both are paid for by advertisers for someone to write, design and produce for them. Great marketing slogans like “Good to the Last Drop”, “A Diamond is Forever” and “Be The Best You Can Be”, “When You Have It, Flaunt It” are all from advertisements but they are used so often in daily life that no one remember their origins are from paid messages.

Will a blogger  lose his/her credibility just because he/she writes paid reviews in his/her blog? Continue reading →

Popularity: 3% [?]

Posted in Marketing Strategies and Tips | 4 Comments

No Client Is a Problem

Posted on August 25, 2009 by Vivienne Quek

“The most dangerous thing that can happen to us, I think, is to permit a feeling to develop that any client is a problem. I have always taken the attitude that no account is a ‘problem account’ but that all accounts have important problems attached to them – that you can waste more time and burn up more nervous energy by fighting a problem than by taking a positive attitude and solving it. It sure gives you a nice, warm glow when you do.”

Leo Burnett, quoted in 100 LEO’s, Chicago, IL: Leo Burnett Company, p. 75.

No client should be seen a problem. However, their problems can be our concerns. We are the problem solver and that’s what keep us in business and them as our clients.

We are inviting unnecessary stress and telling the universe that we don’t want business if we think and regard our client as a problem.

Popularity: 1% [?]

Posted in Marketing Strategies and Tips | 2 Comments

Lousy Ad: Why You Shouldn’t Simply Convert Coloured Ad into Black-White Ad?

Posted on August 21, 2009 by Vivienne Quek

When you want to publish an advertisement with black background and white text, be extra careful. You might end up like the ad shown above.

I do not know if this is a case of a penny-wise, pound foolish client or an honest mistake by the designer who does not have enough understanding of press production.

There are just too many clients out there who happily get their ad agency or creative firm to do up an array of full colour brochure, hand bills, poster, wobbler and yes, advertisements. When it is time to run a black-white advertisements in the dailies, they happily tell the art director, “Use back the same artwork”.  Some give  that instruction because the boss had already approved the colour ad and it is much more convenient just to re-use and recycle in the spirit of  harmonious co-existence. Yet there are some whose intention is to save money on artwork adaptation or re-work. And, of course, there are clueless clients who did not understand the devastating effects of simply converting a colour ads into black & white ad without looking into production concerns.

What are the flaws of simply converting a colour ad into black and white? Continue reading →

Popularity: 3% [?]

Posted in Critique, Lousy Ads, Marketing Strategies and Tips | 3 Comments

Great Ad 21: Before It’s Too Late

Posted on August 15, 2009 by Vivienne Quek

I went “wow” when I first saw this advertisement, it hits the nail right on the head.

WWF Lungs

Through “Lungs”, WWF France reminds us how greenery impacts our body and health. Visually, the art direction is stunningly well executed, so much so that TBWA can even afford to lose the tagline “Before it’s too late” without fear of losing the meaning. The ad is simply self explanatory.

I believe the ad has served it’s purpose and this is why I was a little irked when some creative folks were so quick to bombard it.

Yes, the idea may not be very original, but it is the truth, isn’t it? Without trees on our planet, our life will be devastatingly changed for  the worse. Can you imagine a world without tree and we have to wear an oxygen mask? So what’s wrong with it being a “regular idea”? Why the sarcasm “Heck, why not skip the whole ad and save some trees!!!!”? Why ridicule  and call it a “cartoon idea”? Are these folks shooting arrows simply for the sake of having something to criticise? Feedback is useful when it is constructive, with clear indication about why it is flawed and offers a plausible solution to make it better. Mindless criticism and bombardment will not help to improve the standard of advertising.

What’s the fundamental function of an advertisement? Continue reading →

Popularity: 3% [?]

Posted in Great Ads | 4 Comments

Soaring Eagle, Rising Sale

Posted on August 5, 2009 by Vivienne Quek

I just read the following at Mr Harvey Mackay’s column and believe everyone in marketing should know this

The Research Institute of America conducted a study for the White House Office of Consumer Affairs, which found:

  • Only 4 percent of unhappy customers bother to complain. For every complaint we hear, 24 others go excommunicated to the company—but not to other potential customers.
  • 90 percent who are dissatisfied with the service they receive will not come back or buy again.
  • To make matters worse, each of those unhappy customers will tell his or her story to at least nine other people.
  • Of the customers who register a complaint, between 54 percent and 70 percent will do business again with the organization if their complaint is resolved. That figure goes up to 95 percent if the customer feels that the complaint was resolved quickly.
  • 68 percent of customers who quit doing business with an organization do so because of company indifference. It takes 12 positive incidents to make up for one negative incident in the eyes of customers.

    • I prefer to do my very best to make my clients happy from the beginning. If they are unhappy for any reason, I’ll resolve the issue as soon as possible. Not heeding a client’s constructive feedback – or if you prefer, complaint – can be a suicidal act. Whether you are an entrepreneur or an employee, it’s your clients that ultimately pay for your bills.  So if you intend to kill the goose that lays gold eggs, it’s your decision, your choice. No one can make you serve customers well. Providing great service, or lousy service, is a choice.

    I read another interesting article from Mr Harvey Mackay about a taxi driver that make it a point to provide top notch service. Continue reading →

    Popularity: 3% [?]

    Posted in Customer Service | 8 Comments

    Sex Advertising in Singapore

    Posted on August 3, 2009 by Vivienne Quek
    Burger King Seven Incher Ad

    It would not be a surprise to find this ad in some progressive European country. Or in the USA. Or any where else, in fact, except in (surprise! surprise!) – Singapore.

    When the ad was first launched, the hapless Burger King agency in the USA, Crispin Porter & Bogusky was credited with the dubious honour of being the creator of the ad. Fortunately, this has been cleared up by Burger King, that it was an ad created in Singapore by a Singapore ad agency.

    Some time back, I wrote a post about “Sex in Advertising?” which discussed the fact that sexy ads may not be the best way to bring your message across.

    This latest ruckus in staid Singapore, might just prove that point. Many bloggers have labelled this a shameless, blatant attempt to play the sex card in advertising. I mean, the very visual and unambiguous allusion to oral sex is quite plain to see.

    Seen on the walls of the fast food family restaurants, at the bus stops and in newspapers, the ad urged people to “fill your desire for something long, juicy and flame grilled with the new BK Super Seven Incher”.

    Some have even ventured to say that this imagery might appeal to some of the population for which fellatio is a huge turn on, but they forget one thing… is the ad appealing to the giver or the receiver?

    The Advertising Standards Authority of Singapore was not amused as it has received 5 complaints from the public.

    I wonder how many guys will rush out to eat that particular super 7 incher sandwich now that eating it is associated with giving a, ahem, well, you know what I mean…

    Popularity: 4% [?]

    Posted in Branding, Critique, Lousy Ads, Marketing Strategies and Tips, Sex in Advertising | 8 Comments

    The Value of Back End Products

    Posted on June 21, 2009 by Vivienne Quek

    We just ran a successful workshop with 25% of the participants purchasing seminar packages (aka, the back end product) that were easily 15 times higher than the workshop (aka the front end product)  fees.  The result was a great energy and morale booster as we scrambled to put everything together in less than 3 weeks.  Suffice to say, the trainer was jumping up and down with joy. He wanted another one in July.

    That is good news for us, as it means more business.  Now, those who have done marketing for consumer products and seminars will know that it is tough for a new products entering a saturated market. You have to be really creative to pull customers  from another pond to your pool.  The customers today are smart to compare features, benefits and price before they make a purchase. It is not surprising that many seminar promoters give out free tickets to fill the room.  Yet, we managed to have 100% PAID participants.

    We suggested to the trainer that past graduates be allowed to attend the next workshop as a review for free. Not only that, he can invite 2 guests for free too. From experience, we knew that participants are more ready to sign up for advanced program (aka the back end product)that cost many times the workshop  fee, when they know that they have a friend who has done so. So having past graduates in the room to offer testimonies or help to answer questions can be especially important and helpful.

    Yet the trainer disagreed. He felt that he offered such good value that everyone should pay for his 3-hour workshop.

    One of my team members  put up a strong argument:

    We all are fully aware, we bring in “big” value to the audience however we also need to be realistic, audience only know our “big” value when they are in our room. Right now, not enough people know about you and the massive value you are offering. To offer a low fee or even free seat to selected people will mean there is a low risk barrier for people who have not heard of the program to attend. Until they appreciate our values, until we have earn the rights, we should serve first and think about making money later. Anyway, money is not in the front end but is all at the back end.

    Exactly! The money is not at the front end. It’s at the back end. I’m sure you know that you can buy a Canon, Epson or Lexmark printer for less than US$100. The price is dirt cheap but we all know that the quality offered by Canon,  Epson and Lexmark is excellent. So where do they make money? From the ink cartridges! If you are a heavy users, you can finish 2 cartridges or more of coloured ink every month. That’s almost the price of the printer. The lowly priced printer is the front end product that baits you; the money is found in the ink cartridges, also known as back end products. So in seminar business, the 3-hour workshop is the front end product and all other programs and merchandise offered during the workshop are the back end products that really bring in the dough. Some trainer and seminar promoter were all prepared to lose money on the front end product, because they know they can recover the loss at the back end.

    There’s wealth when there is value offered. There ‘s no wealth when there’s no value offered.

    Now, if you are running a business? Do you have back end products that bring you buckets of gold?

    Popularity: 5% [?]

    Posted in Marketing Strategies and Tips | 5 Comments