ThinkNoLimit Marketing Coaching

Ask yourself as a FB user or a user of any social media : under what circumstances would you share a page, a video or any news ? Either you find it useful or funny for others to enjoy. So in this case, if you don't find the HKET page useful, you just won't share it. Would such lucky draw boost the number of people sharing the page ? Some people may be attracted but I suspect most of us won't really bother. Try paying people to become a fan of your page ? You will need to pay more. LOL

It's quite a laugh with the play of words and the old 賭聖 movie. It's not a sophisticated kind of humour but it catches your attention and makes you remember. Positioned specifically to smokers, this smoke stain removing toothpaste has been around for ages. Compared with whitening toothpaste, the potential market size is much smaller. Yet the bigger whitening market is occupied by bigger brands like Colgate and Darlie. Smaller brand can still have a chance to succeed by occupying a specific niche.

Tissue paper, like many other FMCG products, is a saturated market. Brands are competing for market share while there is literal no market growth. Kleenex, Andrex and Scott are the first comers that developed the category. Yet over the years, their shares are eaten up by other cheaper alternative brands. Why ? First the category is generic in the sense that there is minimal product differences among different brands. Second, the more well-known brands did not invest much in marketing communications. Now it's all too late. Will consumers buy more of these three brands because it is a famous international company that produce them ? It gets consumers more confused in a way. What are the differences among the three brands ?

Let me use textbook theories to explain the intention behind this consecutive ads. Print advertising is an one-way non-personal communications . It's not easy to grab people's attention and reader involvement is low in the communication with print ad. So we need to think of a good way to involve and engage the readers better : give them an IQ test. Better still, if the IQ test is related to our product, we can do the selling at the same time. Prefect thinking but the result like this is more like a self-talking piece. I consider myself educated and got some IQ.... I still can't understand the questions and answers .

Will you be more inclined to support the 2012 constitutional package after watching this ad ? It just provokes more criticisms. Advocacy advertising is an two-edge sword and it's not easy to handle. When done badly, it would only work against you. Advertising is considered not so credible and using advertising to advocate an issue would easily attract more rejections and cynicism. Our government should learn more from the political advertising in countries like the US and the UK . They have one common characteristic, that is, emotional appeal.

What does it mean by Da咩"火羅" ? Da咩 is Japanese meaning No/Stop. "火羅" is Cantonese slang meaning embarrassment. So the ad is trying to say you are smart drinking Fanta and there is no more embarrassment. Yes yes yes you are clever enough to understand what Da咩"火羅" means and there is no need for me to explain. This was exactly what I had in mind when I heard the radio ad of Fanta explaining what Da咩"火羅" means ! The ad is intended to create some kind of new buzzword for the young in the hope that it will be a 潮語 among them. Yet it is feared that this new buzzword is not understood. So an radio ad is produced to explain. Who planned all these ? The adult marketers. Buzz is not created by advertising. It tells in your face. It's not quite the way of communications to the young.