Andrew Pinto

If they don’t know you, they won’t love you. Or as we say in Malay, “Tak kenal maka tak cinta”. It’s a saying that I like to use, and embodies a fundamental principle that every marketer knows: Awareness is everything. Because while every brand’s decision-making process is different, this model stays constant: A: Awareness I: Interest D: Desire A: Action You can’t skip any of the steps and expect your brand to grow and convert in the future. Especially not the first step - awareness - because of the 95/5 rule. Which refers to the fact that only 5% of your audience is ready to buy today while the remaining 95% are just in browsing mode. To capture the 95% market, you need to start investing in them today so that you’ll be top of mind when they are ready to buy! * So what would capturing the 95% market look like? Let’s illustrate with an example: I want to sell homemade sambal but I can’t compete with Khairul Aming. He’s too huge and has all the attention. Or does he? As a business owner, I need my business to survive (by making sales) but I also need it to grow. Which is why awareness campaigns are so important. But awareness campaigns aren’t confined to the traditional Facebook ad campaigns or newspaper ads. I would also focus on hosting booths at the likes of Jom Heboh by TV3 Group —an annual carnival with huge crowds, celebrities, and booths selling products at discounts. And if I can’t get into Jom Heboh itself because it is out of my budget, I’d try out some guerilla marketing tactics like hanging outside its perimeter. You’d be surprised by how effective these physical campaigns can be. And how important it is to start small, but be consistent. While always putting your story out into the world. Most people require at least 7 touch points before they’re motivated to buy from you. And those touch points might need to be spread out over years before they begin to have an impact. So if you’re running a business today, don’t sleep on the 95% market. Invest in your top of the funnel. To ensure that your target market knows and loves you! Agree? ♻  Feel free to reshare to help someone in your network and follow me, Yun Siang Long, for more marketing/branding insights.

66

22 Komen

Why Advertisers Should Rethink Long-Form Drama Sponsorship 👀 💰With efficient budget, go drama with digital eyeballs. 🖥️ Traditional Drama = TV & Streaming: Lengthy, engaging, but requires commitment. Sis punya favourite drama, Nur Kasih. Yes, that long ago. So streaming removes tune-in commitment with “binge anytime” but…still demands time. ⌛ Enter Attention Commodity Era: People are busier than ever! Busy nak mampos. Just one entire episode is a luxury even for parents like me, professionals, and everyone in between. But people still need quick dopamine fixes! To get through their busy day. 📲 So here comes Short-Form Mobile-First Drama: Quick entertainment slotted in between life’s micro-moments like: waiting for the elevator, that tiny time before traffic light turns green, the quick reheat of their lunch in microwave. Our vertical drama fits in their lives. Fits in their hands.📱 Quick, emotional, accessible! 🎬 Watch Tasik Tandus Di Padang Pasir now on SeeNI App: Story of a couple about to divorce, confronts intimacy and cultural shame, for a chance of renewal. 📊 Huge Thank you to Simon Kemp of DataReportal for the gold standard report of Malaysia’s shifting digital landscape – a must-read for savvy marketers! Follow me for more Malaysia’s Digital Landscape insights as we learn together to become Savvy Marketer Nu Ideaktiv

11

4 Komen

Our client just promoted us to their investors! 🤩 Siti Khadijah Group first approached us in 2019 to adopt a more strategic marketing approach. We recommended a number of marketing initiatives including but not limited to a comprehensive segmentation exercise, targeting, product portfolio management and brand architecture realignment. Within 3 years, their revenue grew by 170%! When speaking to their investors, Siti Khadijah said that they could pinpoint Roar Point as one of the reasons for their growth in the past 4 years. So what made this Roar Point-Siti Khadijah partnership work? 1. 𝐓𝐡𝐞 𝐤𝐞𝐲 𝐬𝐭𝐚𝐤𝐞𝐡𝐨𝐥𝐝𝐞𝐫𝐬 𝐰𝐞𝐫𝐞 𝐟𝐮𝐥𝐥𝐲 𝐢𝐧𝐯𝐞𝐬𝐭𝐞𝐝 All the Siti Khadijah key stakeholders were on board and keen to get things done. That meant that when a decision was made, it would trickle down to the lowest level. No confusion or resistance between the different corporate levels. 2. 𝐓𝐡𝐞𝐫𝐞 𝐰𝐚𝐬 𝐜𝐨𝐦𝐩𝐥𝐞𝐭𝐞 𝐭𝐫𝐮𝐬𝐭 When we proposed an initiative, Siti Khadijah would listen. It didn’t matter that neither Wan Hoon Ng nor I were Malay and Muslims; those things were irrelevant to them. They treated us like the marketing experts that they had hired us for and followed every advice that was given. 3. 𝐄𝐱𝐞𝐜𝐮𝐭𝐢𝐨𝐧 𝐰𝐚𝐬 𝐢𝐦𝐦𝐞𝐝𝐢𝐚𝐭𝐞 Marketing campaigns matter only if they’re executed and boy, did Siti Khadijah execute. No delays, no excuses. Oftentimes, we were shocked by how fast they executed! 4. 𝐓𝐡𝐞𝐲 𝐰𝐞𝐫𝐞 𝐨𝐩𝐞𝐧 𝐭𝐨 𝐝𝐨𝐢𝐧𝐠 𝐧𝐞𝐰 𝐭𝐡𝐢𝐧𝐠𝐬 When we worked with Siti Khadijah, they were in the midst of opening new outlets but had never done market segmentation in the way that we did it, i.e. via psychographic and behaviour analysis. But even though it was new, they were onboard with completing this new form of market segmentation. Once that was done, we mapped the existing product portfolio to the particular segments, which then allowed us to create a positioning for their various products and thereafter, finalise the pricing and distribution mechanisms to be attributed to each product. And that is how one of our favourite clients managed to grow their revenue by 170% within 3 short years. 🤩 Siti Khadijah, you have been a dream client. As your group CEO, En. Mohammad Munzir Aminuddin, has said: When 2 things work together, magic happens. It has been our honour to work with you for the past 5 years! Here’s to more! Need help with your marketing/branding or have a question about market segmentation? Feel free to DM me or leave a comment below. I also share free advice every Tuesday and Thursday so do give me a follow!

184

42 Komen

What do ZUS Coffee, Haidilao, AEON MALL & MiX Store all have in common? Thousands of employees, workflows and shifting deadlines. With one solution: Lark If you’ve been following my content for awhile, you’ll know that I love to do in-depth research. To understand why people do the things that they do, how they do it and whether it was all worth it. In the process of figuring out the ‘secret’ to success, I found myself building my own little thing - the So This Is My Why Podcast. Which then transitioned into me quitting law to become my own boss almost 1.5 years ago -  helping people build their LinkedIn personal brands while being a full-time podcaster. That transition has brought huge changes to my life. Not least being the freedom to work from anywhere in the world - 👋🏻 from misty Karuizawa! Being a remote worker has made me reliant on a lot of apps. Here’s my current tech stack: 🔸 Zoom - calls & virtual STIMY interviews 🔸 Calendly - booking STIMY interviews 🔸 Google Workspace - Gmail, Gdrive, Google Docs & Google Calendar 🔸 Notes - quick note taking + client brainstorming 🔸 Notion - centralised tracking platform  🔸 Descript - editing video & audio files 🔸 Slack 🔸 Telegram - STIMY Hangout group 🔸 WhatsApp And that’s just the tip of the iceberg. 😫 Then I learned about Lark. ↳ An all-in-one B2B platform that lets you do video meetings (with recordings & transcripts), calendar invites, emails, document creation and sharing, project management (with templates), task assignments, budget tracking etc all on one platform. It’s as if Lark has combined WhatsApp, Zoom, Notion, Slack, Trello, Google Docs, Gmail, Google Calendar and Gdrive onto one platform and said: “𝘠𝘰𝘶 𝘰𝘯𝘭𝘺 𝘯𝘦𝘦𝘥 1 𝘢𝘱𝘱. 𝘐𝘵’𝘴 𝘍𝘙𝘌𝘌 𝘧𝘰𝘳 𝘶𝘱 𝘵𝘰 50 𝘶𝘴𝘦𝘳𝘴 & 100𝘎𝘉 𝘴𝘵𝘰𝘳𝘢𝘨𝘦!” Even the look and feel is similar to many existing apps, so the onboarding isn’t painful. Is Lark the solution to the gazillion and one apps that I’m currently paying for? ZUS Coffee, HaiDiLao AEON Mall & Mix Store seem to think so. I might just send the next STIMY Hangout invite via Lark to see how it goes. 😏 You can check Lark out here: https://lnkd.in/gFVEqHEJ Do any of you use Lark right now? 𝐏/𝐒: Lark is offering an exclusive 14-Day Free Trial of Lark Pro for your 𝐞𝐧𝐭𝐢𝐫𝐞 𝐜𝐨𝐦𝐩𝐚𝐧𝐲 (U.P. $300 USD for 50 people company) if you join now!

154

9 Komen

Creativity and innovation are driving forces behind our mission at Suss Digital || #SussAds. Our goal is to go beyond traditional marketing and spark conversations that lead to real change. We are aiming to be more than just a digital marketing agency; we are striving to be a hub for innovation where creative minds can collaborate, dream, and inspire. Read more: https://lnkd.in/daVm5rGk #SussAdsAt3 #SussAds

12

Community is the new currency of 2024, and there are brands that understand that very well. Calling Beauty is one of those brands. I loved seeing Sabah Yaqoob building this brand from the ground up. When starting Calling, Sabah called every woman that she knew to understand the psychographics of her consumers. Who was she? What did she need? What community did she want to be a part of? That’s where the name Calling came from, for beauty that's listens. Sabah is one of those founders that understand very well that their direct connection with audiences is what makes their brand. Here is everything I found special about the building of Calling. What are your thoughts? #brandstrategy #digitalmarketing #socialmediamarketing

12

5 Komen

Thank you Universiti Sains Malaysia for inviting me to be part of your panel. I look forward for an exciting and dynamic discourse on UGC marketing. If you are interested, just register via the details below! #media #marketing #advertising #UGC

32

2 Komen

🚀 Introducing Duo Agency Sdn Bhd: Your Partner in Branding, Marketing, and Event Management Excellence! 🎉 At Duo Agency, we believe that every brand has a unique story waiting to be told. We specialize in crafting compelling brand narratives, creating impactful marketing strategies, and executing memorable events that resonate with your audience. 🌟 Our Services: *Branding: We help you define and express your brand’s identity with clarity and creativity. *Marketing: From digital campaigns to traditional strategies, we ensure your message reaches the right audience at the right time. *Event Management: Whether it’s a corporate event, product launch, or community engagement, we handle every detail to make your event a success. 👥 Why Partner with Us? *Expertise: With years of experience in the industry, we understand the nuances of creating and managing powerful brands. *Tailored Solutions: We don’t believe in one-size-fits-all. Our strategies are customized to fit your specific goals and needs. *Results-Driven: Your success is our success. We focus on delivering tangible results that drive growth and engagement. Let’s work together to take your brand to new heights! 🚀

1

🛡️ Overcome PR Challenges and Grow Your Bottom Line with Bunchful AI! Facing PR challenges? Corporate Communications Officers, let Bunchful AI put your giving in the spotlight with our Shine Brighter Campaign, demonstrating how your philanthropy contributes to the UN's SDGs 🌍. By highlighting your efforts, you inspire others to join in, expanding your reach toward global goals. Act now to get front and center and grow your bottom line—contact us today! #ShineBrighterCampaign #BunchfulSDGs #BeBunchful #PRSolutions #AudienceEngagement #BottomLine #ReputationManagement #CSRStrategy #AI #UNSDGs

11

Interesting twist in tale for KFC Malaysia! Whats the right move for them? In my opinion, KFC should release a statement finally clarifying their situation. The BDS statement is a great endorsement by a neutral and respected 3rd party particularly in this nature of the situation. KFC should leverage the authority of BDS to back up its own narrative of not being involved in the boycott movement to unequivocally clear its name. Be transparent and be genuine! Read more of my thoughts that I shared with MARKETING-INTERACTIVE and A'bidah Zaid Shirbeeni here https://lnkd.in/gbDKSZWp #TriOnandCo #issuesmanagement

4

I had a great convo with Justin Ong (as always) and Tim Till - both from Ogilvy - over lunch yesterday. One interesting topic that we discussed was “High Traffic vs Quality Traffic”. It’s always controversial on whether we should execute campaigns based on high traffic or quality traffic sites. Some say high traffic will generate more eyeballs and people will notice you. But what is the ultimate end goal here? Just brand awareness? Sales? Be honest… 😏 Photo taken from Ogilvy Singapore office before the lunch meet. I love their mantra - #Do ———————————————————————— 𝘐 𝘢𝘮 𝘸𝘰𝘳𝘬𝘪𝘯𝘨 𝘰𝘯 𝘵𝘩𝘪𝘴 𝘢𝘳𝘵𝘪𝘤𝘭𝘦 𝘤𝘢𝘭𝘭𝘦𝘥 “𝘏𝘪𝘨𝘩 𝘛𝘳𝘢𝘧𝘧𝘪𝘤 𝘷𝘴 𝘘𝘶𝘢𝘭𝘪𝘵𝘺 𝘛𝘳𝘢𝘧𝘧𝘪𝘤 𝘧𝘰𝘳 𝘈𝘥𝘷𝘦𝘳𝘵𝘪𝘴𝘦𝘳𝘴” 𝘸𝘪𝘵𝘩 𝘴𝘰𝘮𝘦 𝘶𝘴𝘦 𝘤𝘢𝘴𝘦𝘴, 𝘢𝘯𝘥 𝘸𝘪𝘭𝘭 𝘱𝘶𝘣𝘭𝘪𝘴𝘩 𝘪𝘵 𝘩𝘦𝘳𝘦 𝘪𝘯 𝘓𝘪𝘯𝘬𝘦𝘥𝘐𝘯. 𝘍𝘰𝘭𝘭𝘰𝘸 𝘮𝘦 𝘵𝘰 𝘬𝘯𝘰𝘸 𝘸𝘩𝘦𝘯 𝘪𝘵 𝘪𝘴 𝘳𝘦𝘭𝘦𝘢𝘴𝘦𝘥. #KeepMoving #Do #MarTech #SpotLUMOS

17

4 Komen

🌟 Following my three-year work anniversary at Nanyang Bridge Media and marking my fifth year working in a marketing agency, I'm compiling myths and facts about working in an agency. I hope this compilation will help fresh graduates or young people who are considering working in an agency get the perspective and idea of how working in a marketing agency really feels. So, does working in an agency look like 'Emily in Paris'? #AgencyLife #MarketingJourney #MarketingAgency

3

141 creative agencies are gunning for a place in WOG. Having spent my entire career in Singapore with network agencies, this is always a constant topic. 1. It doesn't make money 2. It is propaganda 3. It is not creative The fact is that in Singapore, a lot can be done to improve how we communicate policies, engagement, recruitment, and whatever else needs to be done to improve the lives of Singaporeans and those living here. The government will always need our expertise to distil policy into effective communications. We make money by operating and working with the right government clients, just as we review our other commercial clients. You have the power to still say,"No." It is not seen as propaganda but how we give ourselves a greater sense of purpose. It has to mean more. Creativity is a journey and a balance of what needs to be achieved and be accountable for. Why 141 and not just 10? Well, we all know that part of WOG's function is to provide another source of revenue for agencies of all sizes, granted that we all start at different stages and circumstances. My advice is to do the work, be part of WOG, and give yourself a chance to produce work that matters.

119

12 Komen

I’m excited to see this from our Cheil rookie, Lia :) We are on a mission to empower a new generation of advertising talent and helping them thrive in an ever-evolving marketing industry, guided by the key takeaway of our unique #GlokalStrategy. Want to learn more? Let's connect! Want to find out more? Let's connect! #CheilMalaysia #KoreanMarketingAgency #Hallyu #AdvertisingMalaysia

8

Navigating Cross-Cultural Marketing Challenges: A Lesson in Adaptability As a marketing professional, I recently had an enlightening encounter with the Regional Business Development Director for a brand that has been operating in Malaysia for seven years. Despite its longevity, the brand remains relatively unknown in the local market. I approached our meeting armed with a proposal to address this issue by leveraging local insights and context. However, he had a different perspective. They insisted on emphasizing "successful" marketing strategies from their European operations, disregarding the unique nuances and challenges of the Malaysian market. Their close-minded approach puzzled me, especially considering the brand’s lackluster performance over the years. The key takeaway from this experience is clear: what works in one market doesn’t necessarily translate to success elsewhere. As professionals, we must remain open-minded and receptive during meetings. Instead of relying solely on past achievements, we should actively seek to understand the local landscape and adapt our strategies accordingly. In our globalized world, cultural awareness and adaptability are essential for sustainable growth. Let’s remember that success isn’t guaranteed by replicating past triumphs; it requires a willingness to learn, adapt, and embrace local insights. Here’s to hoping that the brand reevaluates its approach and thrives in the Malaysian market moving forward.

9

[To Win in Today’s Landscape: Enhancing Business Through Strategic Branding] In today’s rapidly evolving economic landscape, innovative strategies are essential for businesses to capture customer interest. Our PR team recently embarked on a transformative journey with Auor, a premier fine-dining restaurant in the bustling area of Wanchai. By identifying a disconnect between Auor’s premium offerings and the spending habits of local office workers, we implemented targeted initiatives to bridge this gap, successfully increasing the number of customers by nearly 90% in July, peaking at 150% growth in August. 1.   The New Brand Concept: To attract the lunchtime crowd and engage potential customers, we recommended launching The Laksa Club as a sister brand to Auor. This new restaurant offers more accessible price range, serving as an entry point to generate interest in Auor's main fine dining establishment. 2.   Creative PR Activation: The launch of a new brand provides a fresh angle for innovative media content. Our efforts led to The Laksa Club achieving an impressive PR value of HK$11,083,666.31 in just three months, while Auor garnered HK$8,368,811.37 in two months.   We are delighted to see rising sales for Auor and The Laksa Club and are honoured to have contributed to these successes. Launching a new brand demands a well-crafted strategy and meticulous execution. At @Rubison Marketing Solutions , we’re here to guide you with valuable market insights, clear brand definition, effective brand strategy, and impactful brand awareness initiatives. If you’re interested in a more detailed plan on your business, don’t hesitate to reach out!   #BusinessStrategy #PR #Marketing #NewBrand #Values #Rebrand #Branding

2

Unlocking the Secrets of the Attention Economy: How dentsu Malaysia is Leading the Charge in Capturing Consumer Attention. Carat Malaysia, iProspect Malaysia & dentsu X Malaysia Mohamed Salim & Moiz Bilwani

24

1 Komen