10 May 09 Focus Your Marketing Activities Like a Laser Beam!

I was buying tea at Time Square in KL city during a business meeting and while collecting the teas, the manager in charge pluck 4 bags of this into my tray and say, "Free of Charge!":

(***Very important! Visit http://www.ken-chee.com/2006/12/19/laser-focus-direct-marketing/ for actual creative visuals and video clips to gain a full picture of this case study)

It was actually wheat biscuit and they were packed individually in nice packages. So what is the big deal? Well, if you sit down and think carefully, this simple "product placement" is actually more effective than traditional advertising for a simple reason: Biscuit goes well with Tea/Coffee especially when the target audience would appreciate a simple light snack while hanging around at cafe. It sent the intended message to the right target audience like a laser beam instead of spending tons of advertising money spraying blindly on the masses like a machine gun.

And the cost? The cost of distribution of biscuit packages to all cafe outlet for trial + the actual cost of the product itself. In addition, it adds value to the cafe owner and their customers! Win-win.

Hope this is will inspire you to think about how you could target your product and services like a laser beam without spending a bomb too!

P/S: Forward this to your friends if you find it beneficial. Thanks!

About the Author

Ken Chee is the Group CEO of a media and marketing holding company, Integrated Media Group Pte Ltd. The companies specialized in ROI (Return on Investment) marketing and have spearheaded regional and local campaign in Asia. His clientele network includes Panasonic, Audi, Lexus, Toyota, Nissan, HUGO BOSS, Olympus, Canon, Channel News Asia and DBS. Visit his blog at www.kenchee.com for IDEA THAT SELLS!