Friday, December 23, 2011

Merry Christmas and Thank you!

Merry Christmas from all at TPM Outdoor!

Our office is closed from 27-30 Dec 2011, however, we remain contactable at 62730555 for enquries. See you next year. Looking forward to be of better and stronger service to our clients in 2012

Friday, December 16, 2011

TPM Singapore Rate Cards 2012

TPm Outdoor's 2012 rate cards for Singapore has been updated and published.
Call us at +65 62730556 for details - new sites, pictures and detailed location maps

More than 40 choice displays islandwide.

Sunday, December 11, 2011

The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising Agency

Caught sight of The Dentsu Way on a friend's desk back in March. The tagline of the book = "The breakthrough marketing strategy from the world's most innovative advertising agency"; Shall we mention that Dentsu is also the world's biggest advertising agency now.

I really enjoyed this book as the authors used actual case studies to illustrate the "Cross Switch Marketing". Cross Switch Marketing challenges the original model of AIDMA (Attention - Interest - Desire - Memory - Action) by Roland Hall. This model illustrates the process of a consumer from the moment he comes in contact with an advertisment to the moment of purchase.

The book is peppered with illustrations and figures which makes easy comprehension. Here are some snapshots =

The Dentsu Way pg59 The Breaking In and Drawing Out Approaches for Reacing the Consumer Who Has Put Up the Information Barrier

Dentsu trademarked the AISAS model (Attention - Interest - Search - Action - Share) in 2005 as they  challenged themselves to overcome the consumer who has put up information barriers.

The Dentsu Way pg79 The AIDMA and AISAS models

The underlying assumption of Cross Switch Marketing is that people connect to different media types and it is defined as "the creation of a scenrio or path for moving the target"

pg. 105 = The three scenrio approaches are:
1. Power variation scenario - presents variations to a message using similar format
2. Timeline scenario - creates a message that changes over time
3. Split media scenario - attracts interest using a key fragment of the message and present the rest of the message using a seperate medium

The Dentsu Way pg134 Designing Campaigns Using AISAS and Contact Point Management

When Cross Switch Marketing is well executed - the campaign put together is very efficient and effective. It would also have very little wastage as the application of the message and the media is so well pathed out. To quote a client " was a hardworking medium".

I highly encourage every young marketer to pick up a copy of this book. I hate to say it, but it makes my Marketing 101 by the Philip Kolter seems outdated. Kolter sure did not have to deal with the Internet and the lifestyles today. Days are gone whereby consumers all watched TV at the same time and same day anymore.

The Dentsu Way pg138 The Japan Dairy Council ASK MILK campaign

As this is a company endorsed book, the first and last chapters are... euphemistically known as necessary material from the authors. It did thwart my inital attempts to start on the book which is why I am only blogging about this now. More reviews of the book here

Saturday, December 10, 2011

Surabaya's Juanda named Indonesia’s best airport

As reported by the Jakarta Post here, Juanda International Airport in Surabaya has been named the country’s best airport by the State-Owned Enterprises Ministry for 2011. The evaluation is based on the airport’s amenities, safety, security and cleanliness. This contest involved all 37 airports in Indonesia.