Posts Under: Blog

Wanted Ads

August 6, 2007 • Blog • 8 comments

P1040194

Spotted the above poster advertisement at a bus stop recently on my way home. A few years ago, such an advertising concept using headlines that screamed “WANTED”, “MISSING” or “REWARD” would probably have caught one’s attention. I remembered that SPH used this style of advertising way back in 2000 in a fund raiser called The Straits Times Million Dollar Duck Race. That involved putting up WANTED style ads with the cute rubber ducky featured.

Some of us may also be familiar with Starhub’s “Ringing Dog” campaign a few years ago. Then a cute pooch with a handphone in its tummy “went missing” and was featured on TV commercials, newspaper advertisements and posters. That ad was raved by some critics in marketing circles and managed to generate quite a stir.

I wonder though if Adtag’s poster above would generate as much interest. There is certainly a lot more clutter now, and the above concept is getting a little tired from years of misuse. Having said that, I like the interactivity that SMS offers (plus its free), as well as the use of humour that the ad above employs.

Eating in Libraries

August 4, 2007 • Blog • 16 comments
While visiting Suntec City about two months ago, I stumbled upon this wood-panelled “library” which appear to hail from Victorian times. Furnished with dark wooden panelling, swinging “chandeliers”, railings and volumes of scholarly “tomes”, it seemed to be the perfect place for a quiet read.

Except that it was as noisy as a hawker centre (heck it is one!) and the only thing intellectual is the science that went into laksa gravy. Here are some photos of my culinary discovery in an experiential food court themed like a library.

P1020738
This group of people doesn’t look like they are going to settle down with a quiet book in their hands. Notice the boxes of IT equipment being carried – newly gotten gains from the PC Show.

Read More

Youth or Nanny Marketing?

July 31, 2007 • Blog • 10 comments

As I was taking the bus to work this morning, I spotted this poster announcing a special promotion for students.

P1040311
Bright coloured with black shadowy figures (inspired no less by Apple’s famous iPod ads), they were clearly targeted at teens taking public buses. It had all the supposed ingredients of a youth marketing campaign, namely:

1) Cool handphones for prizes (though not exactly the latest models)

Read More

Branding Non-profits

July 29, 2007 • Blog • 5 comments

The Salvation Army is one of the world’s most recognised non-profit brand.

In this day and age, non-profit organisations like charities, trade associations, special interest groups, and clubs can ill afford to ignore branding. To reach a critical sized audience and membership, you need systems and processes to be in place. You need to also market your organisation for it to gain greater clout and reach so that it can better achieve its purpose. Just passion alone would not cut it.

Branding Insider, one of my favourite references for branding thoughts, highlighted 7 points of branding non-profit organisations.

Read More

A Blast from the Past

July 28, 2007 • Blog • 6 comments

Just returned from the Sound Stories Concert, a celebration of old-time bands from the past at Zouk – the icon of cool in Singapore. Held in conjunction with the Singapore HeritageFest, the bash brought back many vintage acts like Max Surin (of Tokyo Square fame), Matthew and the Mandarins, Vernon Cornelius, Jive Talkin’, and Robert Fernando.

Hosted by the ever effable Brian Richmond, the concert certainly rocks (especially for the…umm… young at heart). As I swayed to the beat of some of the numbers, I realised too that – gasp – I am getting on in years too! This, plus my latest inclination towards listening to Gold 90 FM.

P1040215
Our party began at Singapore’s number one nightspot of the year. Of course, as it was only about 9 pm when we went in, the regular party-goers hadn’t quite gathered yet.

Read More

It’s TigerLIVE Time!

July 27, 2007 • Blog • 10 comments
Give that man a beer. Make it at TigerLIVE!

If you are a fan of heritage-worthy brews, you should check out TigerLIVE. Recently opened at the ultra-hip heritage clubbing venue St James Power House, TigerLIVE opens from 11 am to 8 pm daily and charges an admission fee of S$18 for adults and S$12 for those below 18. Now, before you go “So expensive!”, do note that this includes a glass of Tiger beer (what else?) plus an exclusive limited edition Tiger souvenir per person. Minors will receive a soft drink (of course).

Offering a “multi-sensorial journey into Tiger Beer’s rish past all the way to its innovative present”, TigerLIVE marries state-of-the-art technology, vintage beer bottles, local celebrities and a whimsical twist to provide an alcoholic buzz. Here’s some photos from my recent visit there as a member of the Association of Singapore Attractions.

Read More

7 Steps to Great Writing

July 26, 2007 • Blog • 7 comments

Copyblogger, one of the world’s most popular for writing aficionados like yours truly, featured this excellent post on writing effective copy by Brian Clark. I have read plenty of copywriting tips in my lifetime, but this is probably one of the best I have come across. Read it, apply it to your writing, and voila! Watch those customers come queueing at your doors…. (if only it was this simple)

  1. Beneficial Topic

    Is what you’re writing of interest to the reader? Does it solve a problem they have and add value to their lives? If not, nothing else you read here matters.

  2. Magnetic Headline

    Likewise, nothing else matters if your prospective reader never makes it past the title or headline. Your content could be amazing, but if no one is compelled to invest the time to read based on a boring or vague headline, all is lost.

  3. Strong Opening

    The purpose of the headline is to get the first sentence read, and each subsequent sentence needs to keep the reader rolling towards to the close. The momentum you create with your opening can make your job easier the rest of the way.

  4. Helpful Structure

    Are your transferable lessons easily digested via bullet points and numbered lists? Are you providing compelling subheads that act as encouraging signposts for the diagonal reader to dig in deeper?

  5. Smooth Transitions

    Good writing uses transitional words and phrases to help the content read more smoothly. But good copy also uses psychological connectors to persuade and keep the reader engaged. We’ll talk more about that soon.

  6. Instant Understanding

    Orson Scott Card once said that metaphors have a way of holding the most truth in the least space. The same is true of stories, and being highly specific facilitates understanding, holds attention, and enhances credibility in ways that general assertions cannot.

  7. Actionable Close

    How you close a piece is determined by what you are hoping to accomplish. If you’re not sure what you’re trying to accomplish, you might ask yourself why you’re writing it at all. That actually helps you to determine whether to revamp the content or to put it out of its misery.