Speaker 1: And hello everyone. A very warm welcome on a very
Speaker 1: wet morning to media Corp executive insights. So we have
Speaker 1: a very relevant and timely topic today
Speaker 1: and we're gonna be discussing it with two industries, Talwar.
Speaker 1: The topic is growing successful brands during economic volatility. Now,
Speaker 1: if you've been reading your news, especially if you saw
Speaker 1: the C N A headline today, you know how relevant
Speaker 1: this topic is and to discuss this topic, we have
Speaker 1: with us Glenn Tan, who's the deputy chairman and managing
Speaker 1: director of Tan Chong International and a leading luminary in
Speaker 1: the world of automotive industry in Singapore and beyond. Thank
Speaker 1: you for joining us gl- Glenn.
Speaker 1: Good morning. Happy to be here. Thank you. And we
Speaker 1: have Chloe Neo Chloe is the Ceo of Omnicore Media
Speaker 1: Group and has a long track track record of working
Speaker 1: with successful brands, blue chip brands, Google brands uh for
Speaker 1: a long time, Chloe. So thank you for joining us Chloe.
Speaker 1: Thank you for having me as well. I look forward
Speaker 1: to a robust conversation. Wonderful. So, all right. So before
Speaker 1: we turn this to our panelists and before they tell
Speaker 1: us about what they think about the topic we want
Speaker 1: to hear from you,
Speaker 1: the audience, we would want to know what's your area
Speaker 1: of focus in this year? Uh Now I know all
Speaker 1: of these things, performance, marketing, brand, marketing, product innovation, customer
Speaker 1: acquisition investment in March
Speaker 1: are important for you, right? I don't think you, you
Speaker 1: can ignore any of these, but if you were to
Speaker 1: choose the top ones, you can choose one, you can
Speaker 1: choose all totally up to you. What would it be? So,
Speaker 1: tell us what's your area of focus? You see the poll,
Speaker 1: you can click as many boxes as you want or
Speaker 1: one box up to you. But let's hear from you
Speaker 1: and let's get the mood of our audience over here
Speaker 1: again. As I said, I'm sure all these are important,
Speaker 1: but tell us what's most important to you. All right.
Speaker 1: So 62% said brand marketing is important for them. So clearly,
Speaker 1: that came out on top. Uh customer acquisition was number
Speaker 1: 2 54%
Speaker 1: 41% said performance marketing and then investment in March. Hm,
Speaker 1: that's interesting. Uh You know, we've done our own surveys
Speaker 1: about March and all these things and I'm gonna share
Speaker 1: some of the surveys with you. But that's interesting. Clearly,
Speaker 1: brand marketing and customer acquisition is on top for this
Speaker 1: audience who
Speaker 1: over here. So let's keep that in mind. And this
Speaker 1: is a note to my fellow speakers as we talk
Speaker 1: about this talk topic that this is the important thing
Speaker 1: for our audience over here. All right. So before I
Speaker 1: dive into the actual topic, why don't we just get
Speaker 1: to know both of our speakers, uh you know, better.
Speaker 1: So let's go a little off topic and let's ask
Speaker 1: them a personal question. So I'll start with you, Glenn Glenn. You,
Speaker 1: you run a, a large business in the automobile industry
Speaker 1: in Singapore and beyond many countries. Clearly, you're a busy man.
Speaker 1: But I know I have seen you being laser focused
Speaker 1: on marketing. Where does this love affair for marketing come
Speaker 1: from Glenn. So take us into the background and tell
Speaker 1: us how did it all start?
Speaker 1: Well, I mean, you know, uh Subaru is a different
Speaker 1: car and uh Subaru advertisements have always been different. Uh
Speaker 1: you know, I've tried to take a cheeky and kind
Speaker 1: of irreverent and fun way to, you know, handle uh
Speaker 1: the advertisements a bit like how the drivers of the
Speaker 1: cars are and it kind of suits me, you know, we,
Speaker 1: we do a lot of crazy things um like the car,
Speaker 1: you know, the cars, of course, the focus of the
Speaker 1: car is, you know, keeping safe and things like that. But,
Speaker 1: you know, uh I've done a lot of ads that
Speaker 1: kind of
Speaker 1: could have pushed the envelope, wind some people up. Uh but,
Speaker 1: you know, it got got noticed in the early days
Speaker 1: and uh quite uh exciting to, to see people, you know,
Speaker 1: pay attention to it, sometimes get complaints but, you know,
Speaker 1: it's all part of the excitement. Right.
Speaker 1: Yeah. And you, you've done a wonderful job of it.
Speaker 1: Uh And I'm always keen to see what the latest
Speaker 1: campaign and the, and what the latest creative is. Uh
Speaker 1: And it's always fascinating. Thank, thank you Glenn for telling
Speaker 1: us more about how it all started for you in
Speaker 1: the world of marketing. Chloe. Let me ask you, uh
Speaker 1: you know, you've had a long and very successful track
Speaker 1: record in the media and the advertising space. How did
Speaker 1: it all start? When do you act? When did you
Speaker 1: actually think that, hm, this is it that I want
Speaker 1: to do as, as my vocation as my long term profession.
Speaker 1: I was first introduced to the world when I was
Speaker 1: 14 and you know, we were watching a movie in
Speaker 1: the theater a came out and my friend went, hey,
Speaker 1: you know, this ad was done by my dad years later. No,
Speaker 1: I ended uh in an internship with a ad agency.
Speaker 1: It was M Harrison and happens to be the same
Speaker 1: agency my friends that was in. Um
Speaker 1: honestly, I wasn't looking for a lifelong career in media
Speaker 1: when I was in my twenties. I think that whole
Speaker 1: passion and also I, I think you have that clarity
Speaker 1: of what you want to do, what you enjoy doing
Speaker 1: after having a bit of more experience exposure. And that
Speaker 1: happens for me uh during my China thing. And that's
Speaker 1: where I kind of validated my own uh
Speaker 1: interest if you call it a passion for advertising communication.
Speaker 1: And also found my growth, my personal growth in terms
Speaker 1: of my professional development, as well as leadership. And that's
Speaker 1: where I know I enjoy this industry. I enjoy the
Speaker 1: people I meet.
Speaker 1: Wonderful. And the rest as they say is history. Thank
Speaker 1: you for, thank you for giving us a peep into
Speaker 1: your background. Uh All right. So let's let's jump into
Speaker 1: the topic now. Economic volatility. All of us know all
Speaker 1: of us have been reading the headlines, but just to
Speaker 1: refresh your memory on what's happening, I'll just point you
Speaker 1: to a very recent headline as recent as yesterday. This
Speaker 1: is the result news that came out yesterday, Singapore economy
Speaker 1: grew 0.0.1 percent in Q one slowing from 2.1% in
Speaker 1: previous quarter.
Speaker 1: The GDP contracted by 0.7% Q and Q and Q.
Speaker 1: If you read your C N A this morning, there's
Speaker 1: an article on why and how there's a slump in exports.
Speaker 1: In fact, one line in that article stood out for me.
Speaker 1: It's a statement by IMF which says the fog around
Speaker 1: the global economic outlook has thickened. It's a very interesting line.
Speaker 1: The fog around the global economic outlook has thickened. This
Speaker 1: is IMF saying in today's C N A.
Speaker 1: Uh so clearly, we know uh you know, the, the, the,
Speaker 1: the entire vol volatility is there. And all of us
Speaker 1: are seeing this. This is also echoed in a recent,
Speaker 1: you know, in a poll we did uh of marketeers
Speaker 1: in Singapore. This was done a few months back. We
Speaker 1: asked CMO S uh how do you feel about the future? 76%
Speaker 1: of CMO S right here in Singapore mentioned, it will
Speaker 1: become more challenging.
Speaker 1: 10% said it's constant 14% actually were optimistic. Great. I
Speaker 1: like that, but 76% said it will become more challenging
Speaker 1: and why they said this is because the consumers are
Speaker 1: saying we're gonna be spending less. Now if you see
Speaker 1: this poll by this is by sales force done. Uh
Speaker 1: you know, across I think 5000 number, around five countries.
Speaker 1: Singapore included 1000 respondents from Singapore overall. This is consumer speaking,
Speaker 1: overall budget for spending will be 81% of them said
Speaker 1: overall budget will reduce and then you can see different sectors,
Speaker 1: retail and consumer goods, travel, media, entertainment, automotive, if I'm
Speaker 1: sure Glenn you're interested in. This is a little low,
Speaker 1: which is good news for you, I guess uh 68%
Speaker 1: health care. So clearly consumers are saying we're gonna be
Speaker 1: spending less but and here's the interesting part. If you
Speaker 1: go to the next slide,
Speaker 1: they want to spend less, but they are saying we
Speaker 1: want a better experience. 52% expect a better experience from
Speaker 1: their favorite brands as a result of the current economic climate. Now,
Speaker 1: this makes the job of marketeers of product practitioners very challenging.
Speaker 1: And that's why we have the topic today. You want
Speaker 1: to spend less but you want a better experience. So
Speaker 1: how do you achieve both? And that's something we will
Speaker 1: unravel as we go on in this, in this session.
Speaker 1: So let me just take a pause here
Speaker 1: and ask, you know, both Glenn and Clay Glenn. Let's
Speaker 1: start with you. Does this data resonate for you? Do you,
Speaker 1: what do you think about this data when you see
Speaker 1: this is it, is it mirrored in your own industry
Speaker 1: as well?
Speaker 1: I think when we look at um survey or poll
Speaker 1: like this, right? Remember the questions appeals to the logical mind,
Speaker 1: right? And there is a lot of underlying of human
Speaker 1: psychology and there's an influence that we see as well
Speaker 1: from what we are seeing in terms of consumer demand,
Speaker 1: consumerism is still high. No um meet a persisting inflationary environment.
Speaker 1: No doubt consumer will reassess their spending priorities but priorities
Speaker 1: is what consumer team as
Speaker 1: important to them, right? And that's where they're going to
Speaker 1: assess the value the brand brings to that portfolio of consumption.
Speaker 1: I'll just use a very recent one, tickets to BT S.
Speaker 1: I think a lot of audience could have heard about it.
Speaker 1: The two day concert was sold out, right? A third
Speaker 1: show is added yet they are scalper selling the tickets
Speaker 1: for 1000 500 with clear demand from a marketing perspective,
Speaker 1: I guess um
Speaker 1: in practice, the consultative conversations we have with our clients
Speaker 1: are largely around marketing transmission as well. Should be around
Speaker 1: data and tech integration, um popular management and maximization. So no,
Speaker 1: we are looking at a lot more brand partnership and
Speaker 1: collaboration as well as learning plans for advertisers and client
Speaker 1: partners to look at how they can navigate a period
Speaker 1: of uncertainty ahead. You know, the future is always
Speaker 1: more uncertain than what we could see today. Adding optimizing clients,
Speaker 1: media investment and delivering on performance matrix are considered operational hygiene.
Speaker 1: Adding brands are looking at driving this proportion of R
Speaker 1: I with the investment and not necessarily looking at spending lesser.
Speaker 1: It's about spending smarter.
Speaker 1: OK? It's not about spending less about spending smarter. That's that,
Speaker 1: that's a great line, Glenn. What about you? Does this
Speaker 1: data resonate with you? Yeah, I think, you know, um
Speaker 1: it's quite interesting. Uh So when we ran our ads
Speaker 1: and
Speaker 1: it's different you you can see from the uh response.
Speaker 1: So a more creative ad. So uh uh an ad
Speaker 1: that kind of resonates with uh the consumer uh has
Speaker 1: a lot of higher click to ad. That's very just,
Speaker 1: you know, selling this feature, that feature is not very
Speaker 1: lifestyle focused, there's no story to it. Uh actually has
Speaker 1: very low click truths and the expiry date
Speaker 1: uh uh for creatives is actually quite fast like if
Speaker 1: we run it maybe more than two months that, that
Speaker 1: you can see that the click to drop very quickly. So,
Speaker 1: um and everybody wants a personalized experience, everybody wants to see, ok,
Speaker 1: if you know, I look at your brand, what do
Speaker 1: I get out of it? Um You know, if I
Speaker 1: look at your car, so what every car is like
Speaker 1: that every car has four wheels, every car, you know,
Speaker 1: has four doors, two doors, some of them,
Speaker 1: uh what's the big deal? Everybody's saying your car is safe.
Speaker 1: So what, you know, they want to see explicitly what
Speaker 1: is different and even that, you know, um everyone looks
Speaker 1: at the micro moments, right? If you look at the
Speaker 1: an ad within the first five seconds, if it doesn't
Speaker 1: capture you, no one's gonna, they're just gonna swipe past it.
Speaker 1: They're just, everyone's so used to that
Speaker 1: clicking next. So it's really about uh in the first
Speaker 1: five seconds, 10 seconds. What can you deliver to the customer?
Speaker 1: How do you show the potential customer why they should
Speaker 1: complete watching your ad? Why they should click through to
Speaker 1: your website? Why should they should find out more about
Speaker 1: your product?
Speaker 1: That that's a great pro tip for our audiences. Um
Speaker 1: micro moments, you have to make an impact in the
Speaker 1: first five or six seconds. Otherwise it's such a content
Speaker 1: dense world and they get so distracted, they're gonna move on.
Speaker 1: So I, I love that the first five seconds are
Speaker 1: very important. Uh So let's talk about uh you know,
Speaker 1: another phenomenon that happened recently that shook our life a
Speaker 1: little bit COVID. So how do
Speaker 1: the world of, how did COVID impact marketing and lives
Speaker 1: for you? You know, did it changed brand marketing in a,
Speaker 1: in a, you know, in a way that's like everlasting?
Speaker 1: I mean, if you talk about, look at this webinar, right?
Speaker 1: We started this webinar during COVID, but it's continuing even
Speaker 1: after COVID as well. So clearly, some of the things
Speaker 1: have lasted beyond COVID as well. How did it impact
Speaker 1: brand marketing for you? Let's start with you Glenn first.
Speaker 1: Uh Well, I mean, for us, we kind of uh
Speaker 1: since the start of the lockdowns, we shifted from like
Speaker 1: a very traditional type, uh things like print uh into
Speaker 1: very digital uh type, things like uh
Speaker 1: to a social media platforms such as uh tiktok I
Speaker 1: G Facebook. And it's kind of helped us reach a
Speaker 1: wider audience and you can kind of focus on what
Speaker 1: kind of audience you want and the conversion rates a
Speaker 1: lot higher. I would say, you know, uh
Speaker 1: digital is like a precision bomb where, you know, you
Speaker 1: select the target and then, you know, you fire the missile,
Speaker 1: but the newspaper is like a carpet bomb where you
Speaker 1: just bomb everything. So uh maybe only 5% of what
Speaker 1: you want to bomb is the target. But you have
Speaker 1: to bomb the 95 is wasted. Whereas in digital, if
Speaker 1: you get it right, you can have a very, very
Speaker 1: high R O I. And uh in, in our case,
Speaker 1: like we always focus on our
Speaker 1: uh safety, like for Subaru's cases, like 100 safety features
Speaker 1: and how uh subs keep the families and themselves safe
Speaker 1: on the road and off the road. So very simple messaging.
Speaker 1: But how do you make it
Speaker 1: uh very interesting. Um We've also kind of experimented with
Speaker 1: using uh K A I was in, in our different
Speaker 1: markets to kind of add a lifestyle touch. So, you know,
Speaker 1: a different way of storytelling. So I think storytelling has
Speaker 1: become uh very uh interesting in, in terms of how
Speaker 1: uh people uh uh so this is like a call
Speaker 1: to action for us to get people to come down
Speaker 1: and the traditional car test drive is very boring. So
Speaker 1: enter this super advanced technology drive to kind of show that,
Speaker 1: you know, our, our brand has a little bit more
Speaker 1: something different. People don't want to. Oh, you know, I
Speaker 1: come for a test drive, the salesman gives me sales.
Speaker 1: I come and drive it in circles for like 10 minutes.
Speaker 1: So what, so, you know, we kind of created this
Speaker 1: advanced technology drive to kind of first the the key
Speaker 1: word is I'm what I'm trying to sell you is
Speaker 1: my advanced technology. So it kind of gets people. Oh,
Speaker 1: what is this.
Speaker 1: And uh you know, using K O L s like
Speaker 1: our ambassador Ken is showing uh you know, our core
Speaker 1: technology and showing in a normal way how a regular
Speaker 1: consumer would use our cars where it kind of steers
Speaker 1: the car back in lane for you by itself, things
Speaker 1: like that. These are very hard to show. And if
Speaker 1: I just said, oh, this is lane keep function, this
Speaker 1: is lane centering function, This is lane keep assist. People
Speaker 1: don't understand what that means. What does it mean to you?
Speaker 1: You know,
Speaker 1: it's too feature rich two word. Uh You know, there
Speaker 1: are too many words, too technical, nobody understands. And in
Speaker 1: the past, you know, my team used to be like
Speaker 1: obsessed with putting, oh, we should put all the features.
Speaker 1: I said, nobody cares because I said you pick it
Speaker 1: up and can you remember what the last five features were?
Speaker 1: No one can tell me the answer. So I said
Speaker 1: there's no coin, right? So you have to sell if
Speaker 1: I'm the consumer, what does it mean to me? How
Speaker 1: does it affect my daily life? Uh You know, how
Speaker 1: does uh the car help me drive better?
Speaker 1: How does the car, uh you know, help me in
Speaker 1: my day to day and in, in COVID, uh you know,
Speaker 1: everybody wears a mask because, you know, they worry about
Speaker 1: uh keeping safe. So I kind of pair that with,
Speaker 1: how do I keep you safe? With our car. Yeah,
Speaker 1: you know COVID uh the mask keeps you safe. But
Speaker 1: uh you know, for us, we are also selling safety.
Speaker 1: Our car keeps you safe, but
Speaker 1: how does it keep you safe better than other, other
Speaker 1: kind of every brand can say, keep you safe. So
Speaker 1: I'm trying to make our cars like the N95 mask.
Speaker 1: Everybody knows N95 is the highest level of safety. So
Speaker 1: we have the N95 mask of safety compared to just
Speaker 1: a surgical mask or cloth mask. So that kind of thing,
Speaker 1: I try to differentiate uh using this kind of things
Speaker 1: to kind of show why my product is different from
Speaker 1: uh other kinds of product, other kind, other people's safety,
Speaker 1: the difference between a cloth mask, uh surgical mask, N95 mask,
Speaker 1: of course, you know, and an N95 mask is uh
Speaker 1: very safe.
Speaker 1: Uh It's not the greatest looking but it's safe and,
Speaker 1: and keeps you safe and it's not the most expensive.
Speaker 1: You can buy those masks with a built in filter
Speaker 1: that filters, but that's $100.95 mask is $3 you know,
Speaker 1: so we want to be the reasonable price but have
Speaker 1: filter 95% it doesn't filter the 5%. That's why it's 95.
Speaker 1: But you know, it's better than a cloth mask.
Speaker 1: Very interesting. I mean, I I I love, I think
Speaker 1: three things that you mentioned one is don't just say
Speaker 1: advanced technology because everyone says that right, be very specific.
Speaker 1: So your ad over there was very specific about which
Speaker 1: features are there. Plus, I think you did a great
Speaker 1: job of translating the feature into user benefit. You know,
Speaker 1: everyone talks about features but
Speaker 1: tell people what's the user benefit. And I love the
Speaker 1: entire N95 mask of safety. I'm gonna remember that. That's great.
Speaker 1: Uh Chloe, what about you? Uh how has COVID impacted
Speaker 1: marketing for your brands? I mean, you have a diverse
Speaker 1: set of brands, technology, food, consumer goods, how has life
Speaker 1: changed after COVID?
Speaker 1: I think thankfully, we are in Singapore, so many of
Speaker 1: the brands we partner with, right on the strong post
Speaker 1: pandemic recovery. So it's not that it's not about COVID,
Speaker 1: but it's more about the impact of COVID thereafter. All right,
Speaker 1: like most businesses, the operational challenges around supply chain and
Speaker 1: talent recruitment are real and we see more uh tactical
Speaker 1: campaigns as demand upstream supply.
Speaker 1: And uh there's a renewal in defining an antic being
Speaker 1: brand purpose just like what the Glen has shared for
Speaker 1: Subaru as well, right? And that focus is even stronger
Speaker 1: ever more than before as brand kind of find that
Speaker 1: positioning in the consumer mind map and we see more
Speaker 1: consideration for brand led uh communication that are grounded on
Speaker 1: consumer truth and through more empathetic lens.
Speaker 1: Great. Um Yeah, so uh I think uh a bit
Speaker 1: more empathetic lens because of a very human situation, a
Speaker 1: human uh set of circumstances that we're all going through?
Speaker 1: Great one. All right. So uh just a reminder for
Speaker 1: the audiences, please do keep the Q and A box buzzing.
Speaker 1: Uh click on that box and give us more questions.
Speaker 1: We have time allocated towards the end of this for
Speaker 1: your questions. So please keep them coming. Uh All right,
Speaker 1: let's move on to uh something else that is not
Speaker 1: a new phenomenon, but I think has got
Speaker 1: put on steroids in the last few years or months maybe,
Speaker 1: which is brand and performance marketing. There's a lot of
Speaker 1: buzz and debate about should I spend on brand? Should
Speaker 1: I spend on performance? Are these different? Can you combine
Speaker 1: both into one? And we'd love to get your opinion
Speaker 1: on this uh brand versus performance again. Let me start
Speaker 1: with you Glenn first. Do you see them as two
Speaker 1: separate categories or are they just same things uh disguised
Speaker 1: into uh two different big jargon?
Speaker 1: Yeah. So I, I think, you know, um people always,
Speaker 1: you know, everybody's always interested. Oh, if I spend on branding,
Speaker 1: you know, it doesn't translate to sales. How do you
Speaker 1: link the two things? So, I, I think uh so
Speaker 1: we do do split our marketing into hard uh brain
Speaker 1: and wallet, but I think the overarching message. So first
Speaker 1: is for uh every brand I think, you know, um and,
Speaker 1: and I guess a lot of the sme s and
Speaker 1: things like that. Uh
Speaker 1: What does your brand stand for. So if you're not
Speaker 1: clear and you're just building your brand name after a
Speaker 1: while it becomes a name, you know, I could be
Speaker 1: this coffee, that coffee, this water, that water even, you know,
Speaker 1: mineral water is 20 different brands. What is the difference
Speaker 1: between uh uh, um, the, the, the, the your own
Speaker 1: bottle of water and E V I
Speaker 1: and it's just water, right? But, you know, uh like
Speaker 1: in Ian's case, they are, they are they, they say
Speaker 1: that they are from the spring or the Alps or
Speaker 1: something like that? They have five minerals, something like that.
Speaker 1: So it's, it's first, what does your brand stand for?
Speaker 1: What is unique about your product? Why did you bring
Speaker 1: your product
Speaker 1: uh to market in the first place? Uh What did you,
Speaker 1: what do you feel that is very important for, to
Speaker 1: push your product? So that's the overarching brand? What, what,
Speaker 1: what do you want to sell? And then of course,
Speaker 1: then uh the, the performance marketing comes in in terms
Speaker 1: of what do you want the consumer
Speaker 1: to get out of buying your product? What do you
Speaker 1: want the consumer to feel like when I have your product,
Speaker 1: what kind of happiness do I get out of you
Speaker 1: by paying this money? What kind of benefit do I
Speaker 1: get from this? So it's kind of like a overlapping,
Speaker 1: but at the same time, you still have to build
Speaker 1: the brand based on what your brand stands for in
Speaker 1: terms of what does it, why is it different from
Speaker 1: some somebody else? Why is it different? Why should I
Speaker 1: buy your uh and, and I, like I said, water
Speaker 1: is a very simple example or um masks are very
Speaker 1: simple example. So these are things that what, what is
Speaker 1: your brand uh uh unique for, you know, and, and
Speaker 1: I think uh these are the uh things that, that
Speaker 1: the brand where the brand is very important to establish
Speaker 1: why your brand
Speaker 1: stands for, why, what it is and the performance marketing
Speaker 1: be your product, what is your product, which is the
Speaker 1: brain portion? What is your product uh unique? What's so
Speaker 1: unique about your product versus other uh products in, in,
Speaker 1: in the market? And why should people consider uh your product? And,
Speaker 1: you know, people, a lot of people research uh online
Speaker 1: now and, and they, they, they are all,
Speaker 1: you know, based on their social feeds and, and following
Speaker 1: K O L s and, and things like that and
Speaker 1: what people say. So that's very important as well. So
Speaker 1: if you don't make your, uh how would you say
Speaker 1: brand uh your product
Speaker 1: uh product benefit very clear, but in a way that
Speaker 1: how it benefits the user or the, the, the consumer,
Speaker 1: then I think that would be uh probably the biggest
Speaker 1: challenge because, you know, uh uh uh a lot of
Speaker 1: uh times people like, especially for our industry car
Speaker 1: sometimes, you know, people tend to, when, when, when in
Speaker 1: the past, we used to uh get people to, to
Speaker 1: review it and then they will list blah, blah, blah, blah, blah,
Speaker 1: blah blah of features. But you know, if you watch
Speaker 1: it by the third feature, I'm like, I don't know
Speaker 1: what you're talking about because the manufacturers like to list
Speaker 1: the features, it gets longer and longer. I can't even
Speaker 1: pronounce it. And then they start using acronyms or ad
Speaker 1: L C F L K A, you know, AC C
Speaker 1: PC B so many after a while, it's just three alphabets, right?
Speaker 1: I mean,
Speaker 1: maybe the Singapore government is good at naming, you know, acronyms.
Speaker 1: But I, I'm not, you know, I'm not sure everybody
Speaker 1: understands it. Yeah, that's a great plan. You know, a
Speaker 1: note for our audiences don't give too many acronyms and
Speaker 1: I love your, your, the categorization of heart brain and wallet.
Speaker 1: I think that's a very nice way of putting it.
Speaker 1: You have to do all of it. You have to
Speaker 1: appeal to the heart, you have to appeal to the
Speaker 1: brain and obviously people obviously think about their wallet and
Speaker 1: they're spending
Speaker 1: and you have to make sure that your advertising and
Speaker 1: your marketing addresses each of these three. I think that's
Speaker 1: a very nice way of putting it. Chloe. What about you?
Speaker 1: I mean, you walk across a cross section of brand,
Speaker 1: how do they are brands? How do they think about
Speaker 1: brand versus performance? And I would love you to uh
Speaker 1: you know, amplify a little bit about measurement as well
Speaker 1: because uh people are always confused about how do I
Speaker 1: measure brand marketing versus performance marketing? Do I use different
Speaker 1: metrics and so on? So please give us your take
Speaker 1: on this.
Speaker 1: I I think it goes back to the marketing organization
Speaker 1: as well, right? We work with different, like you say
Speaker 1: a diverse portfolio of clients the way they organize their
Speaker 1: uh marketing structure as well as budget allocation. Some they
Speaker 1: have speed branding and uh performance into two different buses,
Speaker 1: uh buckets and business units, right? And there are also
Speaker 1: brands who do one single marketing focus because you are
Speaker 1: marketing the same audience
Speaker 1: might be branding or performance. It's about understanding consumer truth
Speaker 1: and being meaningful throughout that journey. So we are seeing
Speaker 1: branding ads having strong halo and attribution on lower finance
Speaker 1: activities and this is not new. Um even when I
Speaker 1: was in China, when we do a lot of marketing
Speaker 1: needs modeling and predictive modeling and all you see that
Speaker 1: brand effect, technical activation still has the highest direct impact
Speaker 1: on sales and conversion matrix.
Speaker 1: Don't get me wrong. However, an effective branding communication could
Speaker 1: result in incremental up leaf in the short term performance
Speaker 1: while delivering the long term brand building effect. Yeah, I
Speaker 1: think um I echo what Glen say, you know, increasingly
Speaker 1: we are looking at um brand manager quite differently as well.
Speaker 1: So in fact, you know, when we look at performance
Speaker 1: measure as well, while its clear card is about the
Speaker 1: conversion of purchase
Speaker 1: a landing on the page. But increasingly, we're looking at
Speaker 1: attention as a matrix across both branding and capital ads
Speaker 1: to understand the effectiveness and optimize for performance. Because be
Speaker 1: branding ad or a performance a you want to
Speaker 1: know that the app is engaging, getting some form of
Speaker 1: attention to be able to maximize its effectiveness. So budget
Speaker 1: allocation is often um optimized based on several factors, not
Speaker 1: just based on the marketing objectives. Um
Speaker 1: I think most agencies have their budget allocation tool uh
Speaker 1: that is built on very robust data and research and
Speaker 1: for some clients, they we we build bespoke predictive model
Speaker 1: for budget allocation towards their desired outcomes as well and
Speaker 1: these outcomes could be against us.
Speaker 1: Um awareness metrics, considera uh consideration index or eventually to
Speaker 1: the intent to purchase. So now when it comes to
Speaker 1: management framework, I'll say no align it with your brand
Speaker 1: portfolio and brand goals,
Speaker 1: right? Yeah, no, I I think that's a great fun.
Speaker 1: Uh activations are important clearly, but if you do not
Speaker 1: invest in building the brand, the effectiveness of those activations
Speaker 1: comes down as well. I mean, I can give you
Speaker 1: some uh you know, from our own experience at media Corp,
Speaker 1: we do a lot of performance marketing campaigns with our
Speaker 1: uh brands and we realize that while the performance marketing
Speaker 1: campaigns are focused on sales activations, the brands that have
Speaker 1: spent money on building the brands
Speaker 1: long term actually get better results from their performance marketing
Speaker 1: campaigns as well. So while all the things that you know,
Speaker 1: you and Glenn talked about that appeal to the brain
Speaker 1: and the wallet pricing and product features are great. Those
Speaker 1: who invested in the brand building actually get more out
Speaker 1: of their performance marketing campaign as well. So that's seen
Speaker 1: something that we've seen consistently across all our performance marketing campaigns.
Speaker 1: Uh All right, let, let, let's, let's move on. I
Speaker 1: just want to address uh you know, some,
Speaker 1: you, are you saying something? Yeah, sorry. I, I, I
Speaker 1: think I also forgot to mention that uh you know,
Speaker 1: um the uh combination of like brand and performance marketing,
Speaker 1: uh we kind of, we may I, I combined it,
Speaker 1: for example, like uh using K O to demonstrate uh
Speaker 1: how our cars, the U SPS of the cars are
Speaker 1: easy to use. Um I don't know if uh they
Speaker 1: have the video.
Speaker 1: Um and we had a video and then we would
Speaker 1: get the herb uh the K O L s uh
Speaker 1: viewers to actually come and spot the car on the
Speaker 1: road and, and book a test drive appointment to, to
Speaker 1: win prizes as well. Uh And uh if there's a video,
Speaker 1: please play that.
Speaker 1: Ok, everybody, everybody scream.
Speaker 1: That girl's got some serious swirls in her pains.
Speaker 2: Tell me what's making you black.
Speaker 2: Ain't got no chickens, ain't got no
Speaker 2: watch me put it
Speaker 1: down.
Speaker 1: Yeah. So, so we actually have uh we, we came
Speaker 1: out this campaign, um you know, to really get people
Speaker 1: and we stick it up the whole car to show
Speaker 1: the eyesight, eyesight is a very complicated and very technical term.
Speaker 1: So we kind of made it very simple and then
Speaker 1: you have to have some kind of hook for people
Speaker 1: to want to pay attention. And so what if I
Speaker 1: see the car? So, you know, we kind of encourage
Speaker 1: people to spot the car on the road and then,
Speaker 1: you know, sign up for test drives and things like that.
Speaker 1: Uh and then we give away like I
Speaker 1: premiums and things. So so, but, but by doing this,
Speaker 1: it's better than a salesman coming to say, oh, you
Speaker 1: can't test drive my car because I'm trying to make
Speaker 1: a sale. What I'm trying to do is I'm trying
Speaker 1: to showcase my technology. You don't have to buy it today.
Speaker 1: But this is what our car is all about. This
Speaker 1: is what our safety features, eyesight mean. And so it's
Speaker 1: kind of branding in the sense that I'm branding the
Speaker 1: the Subaru eyesight technology, the safety technology. So it's kind
Speaker 1: of a branding campaign. But at the same time, we
Speaker 1: add in the hook like, oh you know, you come
Speaker 1: and test drive the car and,
Speaker 1: and then there's that performance uh uh apart. So we
Speaker 1: kind of measure the K P I space on. How
Speaker 1: many test drives did we get? How many people are
Speaker 1: signed up? How many people actually spotted the car on
Speaker 1: the road, her driving the car, things like this was
Speaker 1: in Malaysia. So, um you know, and, and, and showing
Speaker 1: a little bit of relevance to how, uh uh uh
Speaker 1: especially in Malaysia, you guys drive to Malaysia, you know that,
Speaker 1: you know, the, the road,
Speaker 1: uh the road lines and the, the road signs are
Speaker 1: kind of suggestions. Only nobody really follows them like, you know,
Speaker 1: so it's flexible driving there. So um you kind of
Speaker 1: have people rushing across in front of you and, and
Speaker 1: you need to suddenly break and things like that. So
Speaker 1: it's
Speaker 1: kind of showing uh the differences of how the car
Speaker 1: can kind of help you see. And, and so I
Speaker 1: made something very complicated into something very simple to, to,
Speaker 1: to get the customers to easily understand why our car
Speaker 1: is different.
Speaker 1: Yeah, so that's a, that's a great point here. And
Speaker 1: I think coming to the, you know, the topic of
Speaker 1: economic volatility where marketeers feel a bit stretched on how
Speaker 1: to make sure that we have our advertising spread across
Speaker 1: branding performance uh activation. There's a very smart way of
Speaker 1: combining all three heart brain and wallet. What you're doing
Speaker 1: over here is you have a K O L obviously
Speaker 1: that does great things for your brand, uh comes up
Speaker 1: your brand attributes come out very clearly. You have very
Speaker 1: specific product features, so
Speaker 1: are appealing to the brain and then you're topping it
Speaker 1: up with specific offers, test drives and you know, uh
Speaker 1: pricing as well. So it looks like there's a if
Speaker 1: you work smartly, you can actually combine all three and
Speaker 1: you do not have to have watertight pockets of brand
Speaker 1: marketing versus performance marketing. And that's especially important in these
Speaker 1: times of economic volatility. When times are good, you can
Speaker 1: have a separate brand marketing campaign and a performance marketing campaign.
Speaker 1: When times are not so good, you have to be
Speaker 1: able to work smartly and combine all three. So that's
Speaker 1: great. Uh Glenn, I also wanted to touch upon something
Speaker 1: that you've done very effectively, which is radio. Uh You've
Speaker 1: been one of the earlier, you know, uh pioneers of
Speaker 1: advertising on radio and not just advertising advertising in a
Speaker 1: very unique, distinctive style, which has almost become iconic. Uh
Speaker 1: So we'll play one of the radio ads uh so
Speaker 1: that people know, I know people know what you're talking about,
Speaker 1: but just as a reminder and then we'd love for
Speaker 1: you to talk to us about some background. Tell us,
Speaker 1: give us, tell us a story about your radio ad.
Speaker 1: It's very fascinating. So let's first hear your radio app,
Speaker 1: Kara, why are you bringing the entire office home for
Speaker 1: my mom? Mom? Tomorrow's Mother's day boss. Test drive, the
Speaker 1: Forester Ebo hybrid G T edition. Now at Subaru Linky Showroom,
Speaker 1: my mom reads my reports to relax. That's why I'm
Speaker 1: Kolling and my mom is made. Her name is Madeline. Yes.
Speaker 1: And she's meddling with my life.
Speaker 1: Yeah,
Speaker 1: I kind of, I always end up driving. I always
Speaker 1: filing and laughing and, and it's, uh, when I listen
Speaker 1: to your ads, Glenn. So tell us more about how
Speaker 1: did this campaign or series of campaigns come about. And so,
Speaker 1: I mean, you know, I think, uh in the earlier days, I,
Speaker 1: you know, radio ads, sometimes people tune in
Speaker 1: because, you know, well, ok, so in our case, why
Speaker 1: radio is important to us is uh we only pause
Speaker 1: radio during the uh pandemic when people work from home
Speaker 1: and people were not in their cars. But, you know,
Speaker 1: when people start going back to work, traffic was coming back,
Speaker 1: immediately started the radio ads again because
Speaker 1: in the cast, typically people are listening to radio, they
Speaker 1: wanna hear, uh you know, the DJ S talk and
Speaker 1: things like that. So that, but at the same time,
Speaker 1: people tend to queue out during um too many ads.
Speaker 1: So I thought that, you know, we should create some
Speaker 1: comedy to, to, to make uh people kind of remember
Speaker 1: uh the ads. And so, you know, that's where this
Speaker 1: uh asking uh character was, was invented. I said, you know,
Speaker 1: we have to do something funny and then you know, the,
Speaker 1: the agency, um,
Speaker 1: uh, the scriptwriter came out with it and she was like, oh,
Speaker 1: you know, we do this and then they're like, oh,
Speaker 1: you know, uh, we should find some talents to do that.
Speaker 1: I said, no, no, no, no, no. You know, you
Speaker 1: really have to make it sound very Singaporean. You really
Speaker 1: have to make it sound very unique. And then, so
Speaker 1: I gave her an example of, I want a voice
Speaker 1: like that and then she was like, then why don't
Speaker 1: you just do it? So, and then I've been doing
Speaker 1: a saying all this time.
Speaker 1: Uh So it's kind of like my fun uh thing.
Speaker 1: And then, you know, we, uh we, I started making
Speaker 1: fun of, of things. And along the way, I just
Speaker 1: realized that you don't have to keep talking about the car.
Speaker 1: You just need to be talking about something interesting. And
Speaker 1: then the, the, the V O kind of comes in to,
Speaker 1: to talk about the
Speaker 1: car. So you basically tell a story halfway, you sell
Speaker 1: your product and then you continue with a, with a,
Speaker 1: the joke at the end, right? So that's what, you know,
Speaker 1: kind of lightens people's day. OK? If you don't buy
Speaker 1: my car, it's fine. But at least you heard my ad,
Speaker 1: you know, because it's, it's kind of different. And uh
Speaker 1: so yeah, we kind of write all these things. Uh
Speaker 1: uh There's one time when
Speaker 1: uh I think Singapore. Uh There was this big thing
Speaker 1: about uh aware and uh the, the women's organization and
Speaker 1: I started making fun of the word aware. You know,
Speaker 1: there's one time the courtesy Lion retired, I start making
Speaker 1: fun of the courtesy Lion. Uh You know, so, so
Speaker 1: this same character start of kind of makes fun of
Speaker 1: uh uh many uh
Speaker 1: different things and the kind of tongue in cheek. Uh But,
Speaker 1: you know, we kind of write it in such a
Speaker 1: way that it's more uh uh interesting. And then our
Speaker 1: latest one is where and his assistant are doing things
Speaker 1: and we can introduce the character as well. So, you know,
Speaker 1: it kind of adds some dimension to it, like pets
Speaker 1: and things like that. So just, you know, something
Speaker 1: uh fun and interesting to, to kind of uh uh
Speaker 1: get people to, to, to kind of get people to
Speaker 1: remember our brand uh differently. Yeah.
Speaker 1: Yeah. Yeah. And so, so two things for our audiences.
Speaker 1: One is uh do listen to what Glenn said. He
Speaker 1: said he combines storytelling with selling, you know, sometimes we
Speaker 1: think that storytelling and selling are two different things. I'll
Speaker 1: do storytelling for a brand campaign and I'll do selling,
Speaker 1: which is just blatant selling. What he said was they
Speaker 1: do start a story then in midway as he's taken
Speaker 1: you and he's gripped you with a story. The selling
Speaker 1: part comes
Speaker 1: and then you back to the story. So the audience
Speaker 1: stays gripped throughout. I thought that was very interesting. And
Speaker 1: the big reveal for some of our audience is that Glen,
Speaker 1: the managing director of Taung International is an accomplished voiceover
Speaker 1: artist as well. That's the big reveal in this webinar.
Speaker 1: So thanks Glenn. Uh Prue. Uh tell us more about
Speaker 1: some of the best practices of some pretty iconic campaigns
Speaker 1: that you are involved with right now. I know. So
Speaker 1: tell us more
Speaker 1: our reference to highly established and most considered brand. I,
Speaker 1: I think it's easier to use uh actual use cases
Speaker 1: uh for illustration, right? And um one being mcdonald's, so
Speaker 1: at O MD, the team take a portfolio planning and
Speaker 1: optimization approach to balance and maximize both brand and performance
Speaker 1: effort on mcdonald's. So um just to give a very
Speaker 1: quick background, this brief is all about brand build
Speaker 1: brand affinity. So mcdonald's the single 11 is a pure
Speaker 1: brand affinity campaign where um we want to engage the
Speaker 1: and be meaningful and relevant to Gen X and Gen Z.
Speaker 1: And the insight is that single space has become a
Speaker 1: hyper commercialized event losing its way from its original purpose
Speaker 1: of celebrating and embracing being singer. So 13 challenge convention
Speaker 1: by leveraging the exciting um
Speaker 1: the, the the excitement around a traditional e-commerce led moment
Speaker 1: and making it a moment to build stronger brand affinity
Speaker 1: for mcdonald's. So if we go to the next slide,
Speaker 1: the single 11
Speaker 1: the cheeky campaign that introduced a line of single product
Speaker 1: that don't always get a second glance. So we are
Speaker 1: not going out like, you know what you usually buy
Speaker 1: and uh that is high demand. What we curd is
Speaker 1: a set of single 11 that usually get overlooked and
Speaker 1: breaking away from the usual price off
Speaker 1: and discount driven promotions consumer were invited to mingle with
Speaker 1: this 11 lesser known menu items in a very time
Speaker 1: in cheek uh dating profiles. So the whole campaigns utilize
Speaker 1: a range of swipe and interactive formats to encourage uh
Speaker 1: consumers and fans to find and match in the single
Speaker 1: 11. There's also in-store activate activation such as uh singles
Speaker 1: VIP area to drive awareness and bus and engagement of
Speaker 1: K L L which can uh reference to as well,
Speaker 1: which helps to build bit more brand conversations and share
Speaker 1: their love stories with the single 11 product throughout. I
Speaker 1: think
Speaker 1: the result is um I'll mention a bit about the
Speaker 1: result management for this campaign because it's a very single proposition,
Speaker 1: uh a single minded proposition, right? It's to rebuild and
Speaker 1: established brand affinity with Gen X and Gen Z. Sorry,
Speaker 1: Gen Y and J M Z. What we did is
Speaker 1: we looked at social engagement as a management,
Speaker 1: the buzz created throughout um and measuring the impact of
Speaker 1: e and paid media activities. So the result is a
Speaker 1: we overachieve on social engagement with the Nintendo audience and
Speaker 1: the social bar also boosted um through not just our
Speaker 1: own paid media effort, but also in publicity across um
Speaker 1: trade, as well as mass publication and, and where the
Speaker 1: increase and halo effect from sales performance just from the
Speaker 1: single 11 items we see as a secondary benefit. So
Speaker 1: that's something that um we can use to illustrate in
Speaker 1: terms of how branding actually kind of establish itself on
Speaker 1: its own, but have a short term spike on your
Speaker 1: performance as well. The other campaign is Singapore Airlines.
Speaker 1: So
Speaker 1: I believe this would have gotten quite a bit of
Speaker 1: um attention, at least from the views that we are
Speaker 1: seeing in the launch month. It, it accumulated close to
Speaker 1: 43 million views, right? It has recently released uh it
Speaker 1: was released in January and it's titled Welcome to World Class.
Speaker 1: So the airline conducted in depth research to measure its
Speaker 1: global brand perception and we use that insight and finding
Speaker 1: to create a campaign that
Speaker 1: resonate with customers around the world. And um this campaign
Speaker 1: is done in collaboration with TB W A and phd
Speaker 1: that you can look for it on uh youtube research
Speaker 1: and you'll be able to pick it up. I'm gonna
Speaker 1: do a quick voiceover. It's a 1.5 minute video, but
Speaker 1: it
Speaker 1: it's very beautifully done video. So the brand campaign is
Speaker 1: presented through the eyes of the airline's cabin crew who
Speaker 1: to travel, her encounter of people, experience of different cultures
Speaker 1: and places around the world. The connection that the airline
Speaker 1: cabin crew bring
Speaker 1: to the as Singapore Airlines customer right along with their
Speaker 1: distinctive combination of empathy and confidence that is what enables
Speaker 1: Singapore Airlines to deliver its world class in flight service.
Speaker 1: I think this uplifting and emotive brand video like I mentioned,
Speaker 1: it saw a 43 million views in its long month.
Speaker 1: And within the first month, we see significant uplift in
Speaker 1: brand search volume. That's you know, people are actively seeking
Speaker 1: out your brand,
Speaker 1: there's very high conversion rate from this brand activities and
Speaker 1: finally to actual purchase transactions. Um Next slide, I in summary,
Speaker 1: just to bring home all together right now, I I
Speaker 1: I believe and that's where we I think as marketers
Speaker 1: and advertising agencies, right? It's about, you know,
Speaker 1: connecting with the consumer finding that brand opportunities and the
Speaker 1: right association and resonance with the brand with for the
Speaker 1: brand to connect with the consumer, make sure consumer is
Speaker 1: at heart of everything that we do, right? And brand
Speaker 1: needs to be clear about what they stand for then
Speaker 1: sell it as well, right? You know, brand needs to
Speaker 1: know what they stand
Speaker 1: for. Don't be everything to everyone, be clear about your position,
Speaker 1: be clear about what the what is the value that
Speaker 1: you can offer and make it your own and plan
Speaker 1: ahead of time, right? Um Branding is something that does
Speaker 1: need a bit of work. So a lot of the
Speaker 1: successful branding campaigns that we see takes
Speaker 1: sometimes months and years to develop, especially when it comes
Speaker 1: to master brand um having a effect, overall effect over
Speaker 1: portfolio of different product units or line extension. And when
Speaker 1: it comes to brand campaign, establish clear brand matrix because
Speaker 1: it's easy for someone within the organization to question, right,
Speaker 1: what is the impact of this brand campaign? Because they
Speaker 1: will be i
Speaker 1: it it is common for a lot of organizations who
Speaker 1: want to look at marketing result from sales, right? We
Speaker 1: need to deliver on today's success in order to build tomorrow.
Speaker 1: But I think it's also being clear about managing expectations
Speaker 1: and also establishing clear brand metrics and um established with that, right?
Speaker 1: A clear management plan that's aligned to brand grows, then
Speaker 1: that's where you are able to kind of justify and
Speaker 1: also protect that brand
Speaker 1: synergy and also the brand impact for the long term otherwise, no,
Speaker 1: there's a tendency for the organization to do very short term. Yes. No,
Speaker 1: it drives sales, it drive conversion, it drives bottom line,
Speaker 1: but it doesn't take the brand to the next level
Speaker 1: where it can do no more.
Speaker 1: Yeah, that's, that's a great group for a good brand.
Speaker 1: Uh you know, management practices. Uh You know, I I
Speaker 1: especially found what fascinating was, I mean, you look at
Speaker 1: Singapore Airlines, we all know what the travel industry went
Speaker 1: through over the last couple of years when they are
Speaker 1: during the time of as they are coming back, they
Speaker 1: chose to announce their entry with the brand campaign, right?
Speaker 1: I know they've done a lot of sales activation. They
Speaker 1: need time to fly with, with, with us, which
Speaker 1: they are very heavily oriented towards sales activation. But they
Speaker 1: chose to do a brand campaign during these times, right, of,
Speaker 1: you know, because they know that you have to make
Speaker 1: sure that your brand gets enough spotlight, your brand gets
Speaker 1: nurtured even if the times have been tough for the
Speaker 1: travel industry before that. And if you haven't seen this and,
Speaker 1: and Chloe mentioned you can go to youtube but please
Speaker 1: switch on the media go channel as well because the
Speaker 1: Singapore Airlines campaign is on all our channels too.
Speaker 1: So, all right, I'll move to something else. Technology. Uh I,
Speaker 1: I don't know, I, I can, I just uh add
Speaker 1: um I think, you know, some people are asking about
Speaker 1: SME S and things like that. Um And I mean,
Speaker 1: just for the record, we don't use uh
Speaker 1: a big brand agency. Uh no offense to the brand agencies.
Speaker 1: But uh you know, so uh I don't believe that
Speaker 1: uh the brand agencies yet they're good at overall branding
Speaker 1: or that we don't have big budgets for branding. And
Speaker 1: um the reason I do it myself is because I
Speaker 1: feel that I would know my brand better than anybody else.
Speaker 1: Um So
Speaker 1: the passion and I guess everybody here is, you know,
Speaker 1: why are you selling your item. Why are you in
Speaker 1: this business? Is your passion? And uh I wanted to
Speaker 1: add for the SME S, you know, like the, the
Speaker 1: asking ads. I mean, I really together with our, my,
Speaker 1: my scriptwriter, uh we come up with the ideas. Um the,
Speaker 1: the uh is actually my real life assistant. Uh So
Speaker 1: we are actually making the ads
Speaker 1: and then, you know, we produce it at uh one
Speaker 1: of our friend's home studios, uh not very expensive, reasonable price.
Speaker 1: So we, we kind of do it. Um But by
Speaker 1: doing that, we actually improvise on the creative while we're recording.
Speaker 1: If it doesn't sound funny, we change the line, you know,
Speaker 1: things like that, go to his flat and we just
Speaker 1: toggle around with it, you know, play that, that kind
Speaker 1: of thing. Um A lot of the content we make,
Speaker 1: we started making ourselves
Speaker 1: um we would get uh raw footage of the cars
Speaker 1: or like with our super ambassador, Ken doing raw footage or,
Speaker 1: or random stuff. And then we put in uh like, oh,
Speaker 1: so another thing that we came up with was uh
Speaker 1: uh my music producer, friend, he composed our Keeping You
Speaker 1: Safe song. So we actually have a song, keeping you
Speaker 1: safe and Ken sang that and then we kind of
Speaker 1: just have that as our jingle
Speaker 1: and the whole point is just keeping reminding people keeping
Speaker 1: you safe and so on. Uh I'm not sure if
Speaker 1: I put that in the video. But, um,
Speaker 1: and it's just like something that I just thought up that,
Speaker 1: you know, I, I, I don't have budget to license
Speaker 1: music so we just came out with something interesting, lively and,
Speaker 1: and the keyword so that the song is not very complicated.
Speaker 1: It's like a minute long, but it's just keeping you safe.
Speaker 1: I can't sing it properly. But, you know, and I
Speaker 1: don't think anyone wants to hear me sing it. So
Speaker 1: um that kind of thing and, you know, we kind
Speaker 1: of sell that as, as our key jingle. We kind
Speaker 1: of
Speaker 1: um the to, to, to us like our brands in
Speaker 1: uh overseas. We are considered a very small brand. I mean,
Speaker 1: I don't have the budget in Thailand like Toyota, they
Speaker 1: probably have 100 times my budget in Thailand. Uh There's
Speaker 1: no way I can out advertise them. So the only
Speaker 1: way I can do it is to be very creative
Speaker 1: in our ads to be very uh unusual in our ads. And,
Speaker 1: and uh you know, I, I mean, just for the
Speaker 1: record like uh a car TV commercial cost
Speaker 1: upwards of $1 million each time because it's very complex
Speaker 1: to move the cars and all that. So, but to me,
Speaker 1: I felt that like a digital application is really not
Speaker 1: that complicated. So we literally have a guy squatting inside
Speaker 1: the back seat of the car filming the insides and
Speaker 1: another guy following in another car filming that as the
Speaker 1: car is moving and uh not so uh expensive and
Speaker 1: then we kind of cut it, it may not be
Speaker 1: super professional, but to be honest because people are more
Speaker 1: interested and with the
Speaker 1: uh social media, a lot of people create their own content,
Speaker 1: tiktok has kind of made people like everyone's a content creator.
Speaker 1: So I think that what I can share is that
Speaker 1: don't be afraid to make your content, um don't be
Speaker 1: afraid to, you don't need production level uh like a
Speaker 1: high world class level kind of content. You just need
Speaker 1: uh content that
Speaker 1: resonates with the audience because everyone is used to homemade
Speaker 1: content now. And I think a lot of people pivoted
Speaker 1: to that during COVID, they were all stuck at home,
Speaker 1: everybody started making it, uh everybody's phones, you know, it's
Speaker 1: like uh production level, the iphones, the production level kind
Speaker 1: of video quality. So, you know, it's things that, you know,
Speaker 1: you can edit on Tik Tok, it's really quite straightforward.
Speaker 1: And
Speaker 1: um and I think it actually is more fun if
Speaker 1: you and your team actually work with it. Like my,
Speaker 1: my team, uh you know, uh we, we discuss creative
Speaker 1: stuff on our telegram chats every day. We we, we,
Speaker 1: you know, bounce crazy ideas and, and things like that
Speaker 1: and actually the best ideas come from with it
Speaker 1: and, and uh you know, I, I, I think some
Speaker 1: of the people are asking about uh for SME S
Speaker 1: and I think that within your team don't be afraid
Speaker 1: to try new ideas, you can post it on, on
Speaker 1: social media and, you know, see how that goes. And
Speaker 1: I think that kind of uh uh is a good
Speaker 1: start because the, the content that uh is best made
Speaker 1: is usually made by the people that work with the
Speaker 1: product directly.
Speaker 1: That's such an important myth you shattering here, Glenn, especially
Speaker 1: in these times, you know, we normally think of brand
Speaker 1: and performance marketing as two separate categories. In performance marketing,
Speaker 1: you can be scrappy, you can be raw. But in
Speaker 1: brand marketing, you have to be sleek and high class
Speaker 1: and production quality.
Speaker 1: What you're saying is not necessarily so you do not
Speaker 1: need a very high quality, high production house. But you know,
Speaker 1: it's just stories and as long as the stories resonate,
Speaker 1: people don't care whether it's raw, innovative social media has
Speaker 1: attuned us to seeing videos which is very scrappy and
Speaker 1: very raw and very just heartfelt, right? And that's what
Speaker 1: really matters. I think that's a very, very important point
Speaker 1: that you made and I want our audiences to take
Speaker 1: note of
Speaker 1: this. People think that if I have to do brand marketing,
Speaker 1: I have to have a huge production quality budget allocated
Speaker 1: for that. Maybe not all you need is a good
Speaker 1: story and great stories come from people who feel about
Speaker 1: the brand who feel about the product, uh great points.
Speaker 1: You know, I have a couple of other questions but
Speaker 1: I want to take the audience question and I found,
Speaker 1: uh so let me just change the, you know, uh the, the,
Speaker 1: the track a bit. One of the questions, is it
Speaker 1: a specific question for a specific industry? It's about customer loyalty,
Speaker 1: customer loyalty starts wavering during the times of economic crisis. Now,
Speaker 1: this individual has talked about, uh you know, he's talking
Speaker 1: about a mid-sized local apparel brand. Uh not a big brand,
Speaker 1: uh you know, e-commerce brand, but a mid-sized local apparel brand.
Speaker 1: How do you keep customers loyal during economic crisis? Any
Speaker 1: thoughts on this from either of you?
Speaker 1: Uh Yeah, so I mean, I'm just gonna chime in
Speaker 1: uh you know, keeping customers loyal is quite interesting, right?
Speaker 1: Um Customers these days again, they want to see what, what's,
Speaker 1: what's in it for me? What does my product, uh
Speaker 1: what value do I get from paying you? $50 for
Speaker 1: this item? What value do I get for paying $3
Speaker 1: for this item?
Speaker 1: So it's really about showing the customers how your product
Speaker 1: is different and how your product consistently uh can improve
Speaker 1: their lives. So I think that is the main thing
Speaker 1: I would buy a product to improve my life experience.
Speaker 1: So how do you keep that?
Speaker 1: And it's not about all this, my, I feel like
Speaker 1: the the badge of the brand is not important anymore.
Speaker 1: It's more about what can your brand or what can
Speaker 1: your product, uh, help for? Like, what does it do
Speaker 1: for me? What does it,
Speaker 1: uh, stand for? How does it improve my life? Why is,
Speaker 1: you know, why is your product, uh, when I buy it?
Speaker 1: What kind of satisfaction do I get from it? And
Speaker 1: how does it give me continued satisfaction? And that kind
Speaker 1: of keeps them coming back, um, for, uh, like, you know,
Speaker 1: even like in mcdonald's, you know, everybody loves their French fries,
Speaker 1: everybody loves the mcnuggets and people just keep coming back
Speaker 1: over and over again because it's a comfort food.
Speaker 1: Yeah. Yeah. Yeah. Yeah. So talk, talk in terms of
Speaker 1: the customer and not just about your brand features. I
Speaker 1: think it's an important one. You know, there's a question
Speaker 1: on technology uh about chat GP T and that was
Speaker 1: meant to be my next question as well. So why
Speaker 1: don't we combine an audience question with my question? What
Speaker 1: do you think of the technology? So four things metaverse
Speaker 1: N F T chat GP T uh what else, uh
Speaker 1: you know, artificial intelligence, all these A R A R
Speaker 1: V R,
Speaker 1: what you know, are these all buzzwords or is there
Speaker 1: any of these technologies that you feel particularly passionate about
Speaker 1: uh Glenn? Let's start with you and then we can,
Speaker 1: you know, we'll come to you after that. Well, so,
Speaker 1: I mean, um in terms of A R V R
Speaker 1: like in our case, we use V R to show
Speaker 1: uh car crashes. So we actually kind of uh that.
Speaker 1: So that was a bit complicated. But we used it
Speaker 1: because I there's no way for me to demonstrate what is,
Speaker 1: what happens in a crash. So we kind of use
Speaker 1: the V R technology with the Oculus headset to show
Speaker 1: people at road.
Speaker 1: So, so we will bring the car to malls and
Speaker 1: then show that and then, but you know, people say,
Speaker 1: oh your car crash, you know, in the old days
Speaker 1: you show a video of the car crashing, but people
Speaker 1: cannot feel it. So you kind of use the V
Speaker 1: R headset to show like, oh when in a crash,
Speaker 1: what happens? Because I cannot keep crashing a car, it's
Speaker 1: just not possible, right? So, uh we kind of use
Speaker 1: that to show what's what happens in a crash and
Speaker 1: how the car keeps you safe. And of course, you know,
Speaker 1: in terms of
Speaker 1: like uh chat GP T and things like that, um
Speaker 1: What's interesting is so far in our case, we work
Speaker 1: with uh uh uh kind of A I company recently,
Speaker 1: I just started working with them and we basically uh
Speaker 1: are working on how to answer the customers inquiries using
Speaker 1: A I uh 24 7 because so, you know, my
Speaker 1: team can answer the queries in a day, but sometimes
Speaker 1: at night,
Speaker 1: my car is broken down. People usually don't call, they're
Speaker 1: used to typing questions on the chat board. And so
Speaker 1: you kind of use that to say, oh, if your
Speaker 1: car has a problem, this is what you do with
Speaker 1: kind of standard answers because usually in an emergency situation,
Speaker 1: people are confused and, and they want an answer straight
Speaker 1: away or in the case of, you know, at night
Speaker 1: they're surfing and they want to know how much is
Speaker 1: this car. So we use A I to kind of
Speaker 1: answer that kind of question for them.
Speaker 1: Uh So I think that it's good for answering fa
Speaker 1: Q s that in the past people would search online for. But,
Speaker 1: you know, it's kind of the,
Speaker 1: if there's standard questions that you can answer, uh then
Speaker 1: A I will be good for that. But, and if
Speaker 1: they cannot, then it will be kind of escalated to
Speaker 1: a live person to call you back tomorrow morning, something
Speaker 1: like that. So I think that's how we use uh
Speaker 1: A I and uh V R technology uh in, in
Speaker 1: our case for, for at least for end consumers uh
Speaker 1: uh uh where we go business. Uh uh B to
Speaker 1: C Yeah,
Speaker 1: got it. Uh We just a note for the audience.
Speaker 1: I know we are over time but we are, we're
Speaker 1: extending it a little bit because the discussion is very engaging.
Speaker 1: So if you can stick with us for uh seven
Speaker 1: more minutes, that will be great. Uh We've got some
Speaker 1: interesting things. Coming up, uh you know, pretty soon Floy
Speaker 1: your take on technology. I know you have something interesting
Speaker 1: to share with us.
Speaker 1: Yeah, I, I think when you look at um, the
Speaker 1: current landscape, right? Be N F T Metaverse or G BT, when,
Speaker 1: when you talk about T G BT is largely around
Speaker 1: the A I, I think at one it's about bringing
Speaker 1: all together and make it meaningful um to your consumer
Speaker 1: in the space that is appropriate for the brand, right?
Speaker 1: I think if you look at A I, that's all
Speaker 1: the encompassing and you see a lot of functionality and
Speaker 1: application of it in the consumer life. But no, in
Speaker 1: terms of technology, there's always an opportunity to kind of
Speaker 1: merge it altogether.
Speaker 1: And um in fact, no, there's a strong synergy between
Speaker 1: the different technology advancement. It's not one over the other.
Speaker 1: Um I attended a few sessions around um technology for Asia, right?
Speaker 1: So we are going to see a big impact, not
Speaker 1: just in the metaverse France, but adoption of A I
Speaker 1: for business. Um There is this site for our audience
Speaker 1: who are keen
Speaker 1: uh and you do not want to write your own
Speaker 1: marketing brief anymore. You can go to uncreative dot A I, right?
Speaker 1: So basically you are able to put in keywords and
Speaker 1: you generate a marketing brief for your agency or for
Speaker 1: your team internally and it it's pretty good, I must say, right?
Speaker 1: And those are business application. In fact, this particular slide
Speaker 1: we have generated using A A I tag.
Speaker 1: So it's purely automated. So in no, the impact of
Speaker 1: metaverse N F T and A I no. And the
Speaker 1: problem comes this is the problem that we put in
Speaker 1: and what we get out this whole slide, including the
Speaker 1: image and all. In fact, there's more, in fact, it
Speaker 1: generated a six page document. But what we did is no,
Speaker 1: we took the closing summary and this is what you see, right?
Speaker 1: So that is very powerful application. But I think
Speaker 1: with any technology is about human
Speaker 1: understanding, the human connections and elements that you put it
Speaker 1: into to make it better because it's circular. I know
Speaker 1: machine learning comes from uh extensive data and human generate
Speaker 1: that experience in an exposure into those data to free
Speaker 1: a machine for further technology advancement. So I say no
Speaker 1: future of marketing human led
Speaker 1: A I empowered human led A I power. That's great.
Speaker 1: I mean, that's, that's, you know, that's scary and fascinating, right?
Speaker 1: I mean, it's scary that you told me the slide
Speaker 1: is no human intervention whatsoever, which means people who take
Speaker 1: a lot of pride in just creating a slide uh
Speaker 1: will say, oh my God, my job is being done
Speaker 1: by A I. But I think human imagination and this
Speaker 1: is where your earlier point,
Speaker 1: Glenn's earlier points about, you know, storytelling, human imagination, uh
Speaker 1: bringing out a passion in your in your messaging that
Speaker 1: is still need human beings, right? So it's a combination
Speaker 1: of both. I think that's a great one. So uh there, there,
Speaker 1: there's one question over here uh which I do wanna address,
Speaker 1: which is uh you know, by Marcus, he's asking digital activations.
Speaker 1: How do you go beyond C T R S when
Speaker 1: you look at a typical digital campaign,
Speaker 1: uh what's there beyond C T R s? How do
Speaker 1: you make sure that we get more deeper metrics than
Speaker 1: C T R? Any, any advice to Marcus?
Speaker 1: Um I mean, in, in our case, yeah, you know, just,
Speaker 1: just clicking through is not gonna help. So you have
Speaker 1: to look at the whole uh user experience, right? The
Speaker 1: whole user journey from when you see the ad to
Speaker 1: that they actually uh touch your product. So how do you,
Speaker 1: you know
Speaker 1: um link this whole thing up? So at the end
Speaker 1: of the day, what do you want the end consumer
Speaker 1: to do is to purchase your product, right? So whatever
Speaker 1: you do, you have to think through. So it's if
Speaker 1: you just have a brand campaign and then where does
Speaker 1: it go? W w at the end of the day,
Speaker 1: if I'm the consumer, where does the journey end? So
Speaker 1: the end point is where you actually start. So you
Speaker 1: don't start with, I want to do this for the brand,
Speaker 1: you start with,
Speaker 1: what do I want the end consumer to feel at
Speaker 1: the end of the day. And if I want him
Speaker 1: to feel him or her, to feel that I want
Speaker 1: to touch the product, I want him to feel the product, then,
Speaker 1: then your brain campaign starts the other way. So a
Speaker 1: lot of people start from the top, but actually you
Speaker 1: should start from the end result that you want. And
Speaker 1: I think um
Speaker 1: uh so, so brand events uh is very important to
Speaker 1: not just have branding, but at the end of the day,
Speaker 1: what do you want the consumer to feel? Uh uh
Speaker 1: at the end of the day, it should always be.
Speaker 1: What do you want the consumer to feel at the
Speaker 1: end of the day for your product? That's, that is
Speaker 1: very important. If not, there's no point in just doing
Speaker 1: a generic brand campaign. If they like mcdonald's won't do
Speaker 1: a brand campaign. No one comes and buys the french fries.
Speaker 1: Yeah, that's true. Yeah, IC T R is just one
Speaker 1: measure of a particular touch point, right? You have to,
Speaker 1: as you said, you have to have different touch points
Speaker 1: with the consumer and each touchpoint requires a different metric,
Speaker 1: a different uh measurement, one metric. Yeah. Not just one metric.
Speaker 1: I think that's a great fun. All right, I have
Speaker 1: a sum up slide and then I have a fun
Speaker 1: question for uh both of you. This is a slide,
Speaker 1: you know, I, you know, this is done by a
Speaker 1: two leading lum
Speaker 1: in this field of marketing, Bennett and field uh check
Speaker 1: them out. They are very famous for a rule called
Speaker 1: 60 party rule. Now you may or may not agree
Speaker 1: with the 60 party rule. It says 60% of your
Speaker 1: budget is to be spent on brand marketing, 40% on
Speaker 1: performance marketing. I know there are caveats with it, but
Speaker 1: they are very famous for that rule. They, you know,
Speaker 1: for those of you who find it very difficult to
Speaker 1: actually argue it out with your CEO S with your
Speaker 1: management
Speaker 1: on how do you allocate money between brand and performance?
Speaker 1: This is a great one. What it shows is this
Speaker 1: sales uplift on the on the y axis, you have
Speaker 1: sales uplift on the on on on the x axis.
Speaker 1: You have time right now. If you look at the
Speaker 1: entire those spikes over there, those brown colored spikes, those
Speaker 1: are temporary sales uplift impact due to sales activation.
Speaker 1: Now those are very important. Of course, you need those spikes.
Speaker 1: But notice one thing, the spikes are staying at the
Speaker 1: sale same level every time you do a sales activation,
Speaker 1: only a sales activation, the overall demand does not go up.
Speaker 1: The overall demand goes up when you're doing brand and building,
Speaker 1: you know, the black or the dark brown line over there.
Speaker 1: So you need both. You do need day to day
Speaker 1: temporary spikes with sales activation. But your overall brand, the
Speaker 1: consumer base will grow only if you build
Speaker 1: a brand long term. And if you do long term planning,
Speaker 1: long term branding, your sales growth will grow as well.
Speaker 1: So both need and I think this is a great
Speaker 1: way of articulating what both our panelists have been talking about.
Speaker 1: Sales activations are good performance is great, but you have
Speaker 1: to do brand building, especially in times of economic volatility,
Speaker 1: you cannot ignore brand building. We saw some great examples.
Speaker 1: Glenn has some great examples of how he's combining heart
Speaker 1: brain and Wallet Croy showed us example of hosting
Speaker 1: airlines is actually starting with a big brand campaign in
Speaker 1: these times. So both are needed and I think is
Speaker 1: the great way to articulate that. So we are at
Speaker 1: the end of the time. Uh just one last question
Speaker 1: for both the audience. This is nothing to do with
Speaker 1: this particular topic. But we just love to end on
Speaker 1: a more personal note. Uh You know, what's the, you know,
Speaker 1: what's the one book or a movie or a TV
Speaker 1: series that has inspired you that you would like to
Speaker 1: share with this audience? So uh Glenn let me start
Speaker 1: with you and then Chloe will come to you.
Speaker 1: Uh Well, I mean, uh doesn't mean this is a
Speaker 1: media cop thing and I'm, I'm promoting a media cop show,
Speaker 1: but I actually like downstairs, the cartoon that you have
Speaker 1: on me watching it. So funny. And um the reason
Speaker 1: why I like it is because, you know, um each
Speaker 1: episode is only a couple of minutes long but, and it,
Speaker 1: this Mr This Dong never gives up and, you know,
Speaker 1: that's the kind of attitude we should all have that,
Speaker 1: you know, he was never afraid to reach the sky,
Speaker 1: never dare to,
Speaker 1: never afraid to dare to dream. And we should not
Speaker 1: be afraid to make fun of ourselves. And the situation
Speaker 1: we find ourselves in And I think, you know, Dong and,
Speaker 1: and the the downstairs characters, uh these are the very
Speaker 1: basic things that encompass, you know, if don, if downstairs
Speaker 1: was actually selling a product, it will be quite effective. And,
Speaker 1: and I actually quite, I really look forward to, to,
Speaker 1: to watching it all the time because I really think
Speaker 1: it's really funny and kind of tongue in cheek and,
Speaker 1: you know, books fun of like
Speaker 1: um social media, there's some episodes on there. So I
Speaker 1: think these are things that um and this actually is
Speaker 1: the attitude that you should have when you actually do marketing.
Speaker 1: So I think downstairs would be an ideal way to
Speaker 1: kind of for sme people who are tuning in. Um
Speaker 1: you know, as this is the the simplest best way to,
Speaker 1: you know, get uh audiences
Speaker 1: that, that that's a straight from your heart recommendation. Glenn
Speaker 1: just like radicalizing. Thank you for that. And for those
Speaker 1: of you who have not seen Downstairs, please go to me,
Speaker 1: watch it's there on me watch. It's, it's, it's really
Speaker 1: funny and it's really funny in a very original and
Speaker 1: a very earthy way. Uh Chloe. Uh What about you?
Speaker 1: What inspires you?
Speaker 1: I'm more of a reader. So, um you, you mentioned
Speaker 1: a book, right? So I think one that comes to
Speaker 1: my mind is Trillion dollar coach, um which codifies the
Speaker 1: coaching beliefs and principle, Bill Campbell, right? A business coach
Speaker 1: to trillion dollar businesses like Google and Apple. And why
Speaker 1: this book has a special meaning for me.
Speaker 1: For one is a gift from Mac uh co-founder and
Speaker 1: chief executive officer for Mill, um an inspiring and humble
Speaker 1: leader whom I personally respect. He sent me this book
Speaker 1: after our catch up during the pandemic um where we
Speaker 1: share about each other's struggle and growth in our leadership journey.
Speaker 1: And this book is special for me because a lot
Speaker 1: of the coaching beliefs and principle around people, teams trust
Speaker 1: and charity really resonate with me, right? My personal mantra
Speaker 1: is to be a better version of myself and as
Speaker 1: part of my growth journey, bring someone along. So echoing
Speaker 1: one of Bills can bells inspiring code when you are blessed,
Speaker 1: be a blessing.
Speaker 1: That's wonderful. It's a great book. Uh Chloe, I mean,
Speaker 1: Bill Campbell has been a coach to most of the
Speaker 1: Silicon Valley CEO S and I I written the name
Speaker 1: on the messaging of message over here. So please do
Speaker 1: look it up uh for all of you who are here?
Speaker 1: All right. Thank you very much. This has been an
Speaker 1: insightful engaging and for me a big learning session. Thank you, Glenn.
Speaker 1: Thank you Chloe. Thank you very much, everyone. Thanks for
Speaker 1: hanging out with us, see you again soon. Uh Stay
Speaker 1: safe and have a great time.