Hey people! Let me share with you another finding from CLICKABILITY! Actually after watching two video Ms Jean have introduced, i think the interviews on Clickability are rather interesting and definitely have much learning points to gain and adapt!
Sells Yummy Japanese Cuisine
first open in 2009 by founder Howard Lo.
@ Raffles Place, 8 Queen Street & Marina Bay Link Mall.
Standing Sushi Bar being a small medium enterprise, is involved in digital marketing. But does digital marketing means increase in sales? I'm gonna tell you how Howard Lo looks at that and how he run his business. (:
Yes! It is indeed important for staff to know about the latest development in the marketing technology today! However, he did not focus on training his staff about technology. Instead, it is the service that he's concentrating on as having good service is the fundamentals to have in running a F & B business in Singapore. What he did was to only show staff how to utilise media and with that, translate it to more people! (: however, his focus was to build relationship with his customer.
So.. how does the sushi bar make use of new media technology for improving their business? They put promotions on Twitter, engage customers on Facebook and writing long post on blogs. But does this means more people? hmmms.. not exactly! some peoeple know them through hungry go where, a place where people can go online and review the restaurant talking about how good/bad the restaurant is. and talking about sushi standing bar, their ranking is #1! the best sushi in Singapore.
To sushi standing bar's boss,
Twitter means an internet base microblogging service that allow users to send and read short message! these message allows him to monitor first hand feedback. it is interactive because it is more of a two way communication! he can monitor what people are saying be it the restaurant, japanese food and experience with other restaurant. if people were to ask him questions, he can answer straight away too! it's like a chat! furthermore, he truly believes that people share is because they want to talk to people and want them to notice. "Instant feeback is direct from the customer, so they're talking right to me." the boss said happily and enthusiastically!
Blogging means a journal for the experience going through and it is also like a resource for people who are curious to come and know about how is it like to run a F &B business and all the behind the scenes.
Facebook means information dissemination. a platform for them to put up promotions/ photos and let people comment abit. is not real-time interactive, however, it focus on gaining information for the people out there.
overall, the point of having all these platforms are to make people feel like they are a part of the business and get the whole context about what it takes to run the F & B business, getting part of it and having the experience together!
their target audience of course are the young and text-savvy. however, their target market are the professional crowd with a stable income. their tactic here is interact marketing. so what's interact marketing!
For one instance, if the person would have no twitter a/c yet heard from their friends about the latest promotion, they gets a discount! the interact outreach comes in when everything gets viral. with this, we would translate into more customers & attention on the restaurant.
Next up, we'll look at a platform called chalkboard and we shall see how useful it is!
first, you should know what's foursquare ya? it's a pretty popular location-base application that allows people to check in and comment, review/tips about where they're at!
Chalkboard is something similar! it is a location based advertising solution and it updates potential customer about discounts, promotion, and events near them! This mobile application helps business attract potential customers! it helps the small medium enterprises to market around the vicinity! how chalkboard works is just like how the traditional chalkboard works; that simple! only difference is, it is D I G I T A L I S E D!
once the product is launched, they went to their potential customer to find out the side key!
the side keys were:
-one assumption; make it easy from technology!
-feedback from customer
-end customer will know!
Get connected!
from mobile --> WEB!
improvisation of the platform is made. they integrate seamlessly with social media like Facebook, twitter and heading to foursquare!
however, unlike foursquare, they do not have any analytic data yet. furthermore, it is not popularly-known and introduces to all, therefore the impact is not big enough!
critical massive people subscribing to service is their critical success!
some of the ground rules:
1. social media is a MUST! THIS IS PROVEN!
2. don't be discourage by bad feedback! respond well! Potential customer would respect for it!
3. don't be afraid to try out new revenues for advertising. Online social media marketing is the new frontier! (:
in time to come, there're a few factors that will surface:
1. usage of smartphones will increase! cost of smart phones would be cheaper!
2. technology marketing cost will decrease! this is due to the drastic improvements we have today. traditional media marketing cost drive would drop as retailer now can deliver advertising effective and simple!
3. content delivery; effectiveness of marketing! people can personalise their key messages relevant to them.
4. trend of people! people would think and connect.
"Embrace evolving digital future whichever way you do it.
If you build it, they will come.
If you go digital, they will come again and again."
