Category Archives: Marketing

Hong Kong, come Study in Holland!

With the slogan “Where talents grow.” The Dutch Consulate in Hong Kong started a campaign last week to raise awareness among Hong Kong students about studying in Holland.

Watch the video here.

In a very student-like way, the video tells about all the advantages that studying in Holland offers: the high average score of Dutch universities, good price quality and the fact that nearly all international programmes in Holland are entirely taught in English. Of course it also shows typical elements of Dutch culture, like bikes, chocolate sprinkles and the flat countryside.

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Sex sells

What’s a better way to start the year than a great article in the Economist on the essence of marketing: people are irrational.

And indeed, my posts on stunning babes hired by Dutch beer brand Bavaria last year and this very post are ranked 3 and 4 among the best read posts ever (see menu at the right), and counting…

Pictures Marketing Cocktail Hong Kong

A photographer of Asiaxpat.com was at our 1st Marketing Cocktail Hong Kong to picture the event. Have a look here (it’s the first few pictures; also another event has been featured).

Facebook’s next challenge

With a simple and brilliant idea Mark Zuckerberg (and the others) turned social network Facebook into the most successfull venture of our generation with over 750 million users. Magazine Time was fully right when they elected him Person of the Year 2010. Facebook did and is changing the world.

But what’s next? Recently, Facebook launched integrated business network BranchOut in an attempt to get a piece of the pie that LinkedIn is baking really fast. But is it wise to add a business platform to a social network? Do these two go together? Can you shift your positioning just like that? I’m not sure.

Then there is Google+. Can somebody please tell me what the pros and cons of this platform are? For techsavvy persons like my brother it’s probably very clear. But I bet 99% of the people don’t know what Google wants or what the features exactly are. What I do know, is that I get the idea they’re trying to tap into both the social and business networks. (Check out this poll on Campaign Asia about FB vs. Google+. Guess who I voted for?;-)

My point is: social and business networks are still early cycle. With a huge members base as Facebook and Google have, you might think they just launch anything they like and try if it works. But at the same time, you do have a brand that you’re building. You don’t want to confuse visitors. And brands need a lot of attention, especially when markets grow up.

And that’s the phase online networks are in now. The pie has to be shared with more hungry competitors and positioning becomes key. There are so many others around already. I just mentioned the big three, but for the smaller ones it’s at least as important. Branding and marketing will be on top of the list. What’s the competitive edge? How do you distinct yourself? Facebook didn’t need a slogan so far. But they might in two years time from now.

Facebook will probably stand out, because of its ridicilously huge members base. On the other hand, they grew big, because they focussed on social network alone. Will adding a business network confuse their members?

Just look me up on Facebook, Mark. I’m happy to discuss.

The Daily: one small step according to criticasters, one giant leap for mankind

Yesterday, Apple launched The Daily. It’s a daily digital paper, developed exclusively for the iPad. Apple developed it together with Rupert Muroch’s News Corporation.

Again, Apple is the innovator.

I heard some criticasters say this is no serious competition for printed daily’s. One of the reasons would be the small editorial team working for The Daily. Uhm, with one of the biggest media network behind it?? Murdoch claims there are 100 journalists working for his new digital baby. And I believe him. If a media tycoon like Murdoch launches a new product, he doesn’t do it just for fun.  And Apple won’t neither. The Daily and upcoming competing digital papers will not make printed versions disappear, but they will be a fierce competitor. This is just the beginning.

Conservative criticasters and media, you better move!

NIBC advertising campaign live!

THINK YES! The past few months been busy working on the new campaign for NIBC together with advertising agency ARA. Last monday, the campaign went live with this TV-commercial. The first print ad (scroll down a little bit) was being placed today, radio and online are following next week.

Goal of the campaign is to increase name recognition and to position NIBC as a bank with a can do mentality, just like their entrepreneurial clients. Pay off of the campaign is THINK YES.

Entrepreneurs: move to Asia!

Europe is reached the peak of economic development they started in the 50’s and will more or less stand still for the next decade. US is bouncing back from the worst crisis in history, but has some more obstacles to take down the road. If you want to do business, grow and be in the centre of where it’s all happening the next 20 years you just have to move to Asia!

And the good news is: Asia is in desperate need of Western minds! Leaving 50 years of strong economic development behind us and having a different psycho-cultural background, we do things differently than most Asians. It has nothing to do with better or worse, it’s different.

In the West we tend to be more creative and conceptual thinkers when it comes to strategy development for the mid and longer term. This will become more and more important in emerging markets where competition will become more fierce as markets fill up. This Western skill set combines perfectly wirth the more tactical/operational approach of Asians in general (of course there are differences between Chinese and Indonesians for example). Asians, especially Chinese, are very good in bringing projects to a successfull end in short time. On top of that, they are great businessmen with good commercial skills.

The only thing it needs for Americans or Europeans is a bit of patience in dealing with Asians. And vice versa Asian business partners must realize that (most of) Western people are not arrogant. Although I experienced some Europeans during my stay in Asia who exposed an attitude that reminded more of the colonial behaviour you would have seen a 100 years or longer ago. They must have slept for a while.

Anyway, if you are young, ambitious, adventurous and have good intercultural and social skills, just do it! Pack your bags and fly to Hongkong, Shanghai or Singapore!