Fire Your Marketing Manager…
If he or she lack of this important quality being a good marketer/brand builder: An Open Mind!
I am about to show you a real life case study of how one corporate marketer is screwing up his own corporate interest.
See my emails conversation with a senior marketing manager of A BIG TOY RETAILER below:
“Dear XXXX,
Thank you for the prompt reply. No worries and I wish you and XXXXXX all the best and roaring success. Cheers!
Warmest regards,
Ken Chee
Director of Strategic Alliance and Sponsorship
Singapore Movie Fiesta 2008
——————————————————————————–
From: XXXXX Tan [mailto:XXXX@XXXX.com.sg]
Sent: Friday, April 11, 2008 5:06 PM
To: Ken Chee
Cc: ‘Jack Sim’; ‘Patrick Wee’; ‘Ryhan’
Subject: RE: XXXXX: Be Part of the Biggest movie Event of the Year!
Importance: High
hi ken,
sorry for the late reply…
no we will not be interested.
regards,
XXXXX Tan
Senior Marketing Manager
XXXXX (Singapore) Pte Ltd
——————————————————————————–
From: Ken Chee [mailto:ken@singaporemoviefiesta.com]
Sent: 10 April 2008 22:14
To: XXXXX Tan
Cc: ‘Jack Sim’; ‘Patrick Wee’; ‘Ryhan’
Subject: RE: XXXXXX: Be Part of the Biggest movie Event of the Year!
Dear XXXXX,
Are you still keen to explore and discuss on how we could generate business return together? Appreciate your reply on below email soonest. Thanks!
Warmest regards,
Ken Chee
Director of Strategic Alliance and Sponsorship
Singapore Movie Fiesta 2008
——————————————————————————–
From: Ken Chee [mailto:ken@singaporemoviefiesta.com]
Sent: Tuesday, April 08, 2008 5:36 PM
To: ‘XXXXX@XXXXX.com.sg’
Cc: ‘Jack Sim’; ‘Patrick Wee’; ‘Ryhan’
Subject: XXXXXX: Be Part of the Biggest movie Event of the Year!
Importance: High
Dear XXXXX,
Good afternoon. I am Ryhan’s colleague incharge of Strategic Alliance and Sponsorship for Singapore Movie Fiesta 2008. At present days, we no longer look at just logo credit for sponsorship partner. We specialise in Ideas that sell. In another word, ROI. To cut the story short, before I can propose anything that is mutually beneficial and truly WIN-WIN, I need to understand few issues and appreciate if you address them:
Have you done Mall sales during GSS before? If so, what is the typical size that you need to generate a decent turnover?
What is the average turnover when you have such merchandise sales? In another word, what is your KPI?
What is the promotional mechanics you have in mind for the coming GSS?
I look forward to your reply soonest.
Warmest regards,
Ken Chee
Director of Strategic Alliance and Sponsorship
Singapore Movie Fiesta 2008
36A Kandahar Street
Singapore 198893
Tel: +65 63922 320
Fax: +65 63922 535
www.singaporemoviefiesta.com
This project is bought to you by Mypartners Communications Pte Ltd in collaboration with JM_Asia Pte Ltd
—— Forwarded Message
From: XXXX Tan
Date: Tue, 8 Apr 2008 14:25:18 +0800
To: Ryhan
Subject: RE: Be Part of the Biggest movie Event of the Year!
hi ryhan,
in exchange for in-kind type of sponsorship…what do we get in return?
will we be getting some space at the main atrium where the event is so that we can do merchandise sale?
if it is only logo acknowledgement, there’s really no immediate realised ROI benefit, in that case, sorry, we’re not interested.
thanks.
regards,
XXXX Tan
Senior Marketing Manager
XXXXXXX (Singapore) Pte Ltd
315 XXXX Road #XX-XX XXX XXXX XXXX Building Singapore XXXXX
DID : 6XXX-486 | Fax : XXXX-1095 | email : XXXX@XXXX.com.sg
visit www.XXXXXX.com.sg for the latest hot toys & offers
——————————————————————————–
From: Ryhan [mailto:ryhan@singaporemoviefiesta.com]
Sent: 08 April 2008 14:23
To: XXXX Tan
Subject: Re: Be Part of the Biggest movie Event of the Year!
Hi XXXX, would you be keen to look into in-kind type of sponsorship perhaps? Or maybe we can discuss how we can work together since the event is going to involve quite a large crowd and media coverage from 8Days, Straits Times, Stomp and Lime.
-Ryhan
On 4/8/08 2:16 PM, “XXXX Tan”
hi ryhan,
thank you for your email, however, we have no interest in sponsoring the event.
regards,
XXXXX Tan
Senior Marketing Manager
XXXXX (Singapore) Pte Ltd
315 XXXXX#XX-XX XXXXX Building Singapore XXXXXXX
DID : XXXX-486 | Fax : XXXX-1095 | email : XXXX@XXXXX.com.sg
visit www.XXXXXX.com.sg for the latest hot toys & offers
——————————————————————————–
From: Ryhan [mailto:ryhan@singaporemoviefiesta.com]
Sent: 08 April 2008 12:58
To: XXXX Tan; XXXX Tan
Subject: Be Part of the Biggest movie Event of the Year!
Dear XXXX Tan,
As the official venue for Singapore Movie Fiesta 2008, XXXX has highlighted that you may be interested in being part of this event since you already have a retail outlet at XXXXXX. Please see below,”
The actual sponsorship content was cut.
To be honest about it, I was about to propose a Large Retail Space at the central area of the mall for this brand to do sales on a revenue share basis! I am very sure that it will sell because our event will attract huge traffic consist of young families. By the way, we are expecting 600,000 people will pass thru this event over 5 days! This mean that there is NO COST and NO RISK to them at all while generating a higher profit!
And this so called Senior Marketing Manager did not even bother to find out how this event will benefit his bottom-line, let alone listening the event concept. And I can bet this is the reflection of his result in life too which he constantly missed out Great Opportunity because he is closed minded.
P/S: I sent another side email to show what opportunity he has missed out.
________________________________________
From: Ken Chee [mailto:ken@singaporemoviefiesta.com]
Sent: Friday, April 11, 2008 5:17 PM
To: ‘XXXX Tan’
Subject: RE: XXXXXX: Be Part of the Biggest movie Event of the Year!
Hi XXXX, by the way, I was thinking of proposing of offering a large retail space for XXXXXX to do GSS sales during our event on a revenue share basis because the key highlights of our event will draw thousands of parents with young children. Nevertheless, we will seek other brand then. Cheers!
Warmest regards,
Ken Chee
Director of Strategic Alliance and Sponsorship
Singapore Movie Fiesta 2008
Tags: Marketing, Brand, ROI Marketing, Business Opportunity
Rachel said,
April 18, 2008 @ 5:00 pm
Thanks for sharing Ken.
Am happy to read your blog again.
Mary said,
April 28, 2008 @ 9:09 pm
Hi Ken, I found this blog post a little confusing.. probably because the emails don’t seem to be arranged in chronological order.. just thought I would let you know
Regards, Mary.
name said,
May 6, 2008 @ 11:06 pm
Ken,
You think you know better, but you don’t.
Dissing out someone in public like this can have very negative repercussions.
I, as an observer, will make it a point not to do business with you or your affiliates.
ken said,
May 6, 2008 @ 11:37 pm
Dear Nameless, thank you for sharing and reading my blog. My intention is to share with my readers regarding my unique business experience and hopefully, they will gain and enhance their own growth especially in their business.
The feeling is mutual. I have no interest in any business dealing with gutless individual who hide behind a screen without a name nor proper email. This shows great deal of your character.
Ironically, your first statement, “You think you know, but you don’t” contradict your last statement, “I, as an observer…”. You mean as an observer, you know what this senior marketing manager was thinking?! Unless, you are….? No wonder you are nameless. Gee, guess I must hit on a raw nerve with this post.
P/S: I am blessed with abundance.
With love and gratitude,
Ken Chee
ken@justmedia.asia