The Hong Kong Institute of Education TVC

Thought it was a new TVC of Cathay Pacific or some corporate advertising of a financial institution. Surprise, surprise, it's the HK Institute of Education - HKIED. 教育要教大理想, no one would disagree with that but the ad doesn't tell anything special about HKIED. Education is a big market but if any of these education institutes really want to win a good share of it, its marketing will need to be improved. Easier said than done as most of these institutes did not have marketing function like commercial organizations before. Recruiting marketers can solve part of the problem but it also takes certain change of mindset in the management. People running these institutes are scholars and academics. It's not easy for them adopt marketing thinking.



Comments

Post a Comment

Popular posts from this blog

Giordano's frog

Image
One student asked me why Giordano re-uses its frog logo from ages ago. I said I know don't know. Really ! Giordano is a value-for-money brand. If it prints its logo onto the T-shirts and jeans, be it the frog or anything that says "Giordano", will sales increase ? Probably not. Giordano is a brand you wear but you don't want to admit. It's not a brand like Nike or LV that can uplift your image after all. So if it puts the frog back onto its product, there may be adverse effect on its sales. I haven't visited its store at the time of writing but according to its website, it hasn't added back the frog to its products. I wouldn't do that either. So what is the point of having the frog back in its print and advertising materials ? To remind us of its good old days ?
Read more

HKET fan page

Image
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
Read more