Page 21 - AeM_July_2014
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BEST PRACTICES & STRATEGIES
Singapore Food Festival 2014 - Stir up the
perfect cocktail for successful retail marketing
The biggest gastronomic event in
Singapore is back again. Each
year, over a million food lovers, and
over a hundred establishments
blend together to create one of the
best platforms for the Food and
Beverage (F&B) industry in Singa-
pore.
The sheer scale of this event is a
blessing for retailers who can lever- engagement, sales and social ac- tailers can implement strategies
age technology to better engage ceptability. during big events such as the Sin-
this captive audience. Here are gapore Food Festival by giving out
some pointers on how to do just free tickets to meets with celebrity
that! For example, adopting innovative chefs etc. Also, adopting specific
tactics such as online contests on strategies such as getting extensive
Facebook wherein food-oholics can
Cross selling – strike while the enter their choices for a chance to reviews and feedback from the
soup is hot win a crash course in food business people attending and sponsoring
or be featured in the cookbook the events will help refocus on cus-
Singapore is the food capital of magazine, can help build up con- tomer needs and customer happi-
Asia, and for a good reason. Ap- sumer appetite. Brand building can ness; which will in turn help retail-
proximately 14% of all tourist ex- also be done by exploiting social ers to focus on designing personal-
penses are bagged by the F&B commerce to accept pre-orders of ized deals and offers, long after the
sector. Food Festivals are like kitchen electric brands, food prod- last man has had his fill at the 2014
strong magnets to wandering tour- ucts, kitchen apparel etc. Singapore Food Festival. ◊
ists, and more tourists would mean
more shopping. By Anant Choubey
SMS and Direct E-Mailers – Re-
tain the zing of retail marketing
A random increase in footfalls can
be harnessed to maximize retail up- The key ingredients that traditional-
swing by adopting marketing tactics ly help in optimizing the value of a About the Author:
such as instant customer engage- brand’s marketing efforts are SMS
ment at the point of sale. Quick and direct mail offers. Retailers Anant Choubey is
thinking on the feet to promote should start running promotional responsible for sales
cross-selling and up-selling is re- campaigns much before the actual and marketing in the
quired, as customers will often be events. After all, the early bird gets APAC region at
floating visitors, and retailers will the worm (or sushi, in this case). Capillary Technolo-
not have time to engage them Use the appropriate marketing gies and currently
through traditional CRM tactics channel to send out deals and of-
such as sending out relevant offers. fers, and finally, woo in-store cus- manages the firm’s business across
Instead, looking at hot selling tomers by giving vouchers that can South East Asia. His prime focus is to
events and giving out impromptu be cashed during the event dates strategize and expand Capillary in bur-
flash deals could be the salesman’s and days. Ensuring that the offers geoning market in South East Asia. He
savior tactic! has donned many hats in Capillary over
are precise and targeted will help in the years, from operations to client ser-
the broad goal of boosting baseline
Social Media – the new ingredi- revenues. vicing to business development and
ent to be added in good measure has been instrumental in setting up
Capillary’s India business, before mov-
Customer Engagement – adding
The food industry is not new to the the final touch ing to Singapore to establish and man-
surge in social media acceptance, age South East Asia market.
but this is as good an opportunity Loyal customers are any brand’s
as any to optimize on the drive to best ambassadors. To better en-
build up social visibility. Retailers gage with their customers, and in-
should utilize this major event and crease their brand’s relevance, re-
look at ways to enhance customer
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Singapore Food Festival 2014 - Stir up the
perfect cocktail for successful retail marketing
The biggest gastronomic event in
Singapore is back again. Each
year, over a million food lovers, and
over a hundred establishments
blend together to create one of the
best platforms for the Food and
Beverage (F&B) industry in Singa-
pore.
The sheer scale of this event is a
blessing for retailers who can lever- engagement, sales and social ac- tailers can implement strategies
age technology to better engage ceptability. during big events such as the Sin-
this captive audience. Here are gapore Food Festival by giving out
some pointers on how to do just free tickets to meets with celebrity
that! For example, adopting innovative chefs etc. Also, adopting specific
tactics such as online contests on strategies such as getting extensive
Facebook wherein food-oholics can
Cross selling – strike while the enter their choices for a chance to reviews and feedback from the
soup is hot win a crash course in food business people attending and sponsoring
or be featured in the cookbook the events will help refocus on cus-
Singapore is the food capital of magazine, can help build up con- tomer needs and customer happi-
Asia, and for a good reason. Ap- sumer appetite. Brand building can ness; which will in turn help retail-
proximately 14% of all tourist ex- also be done by exploiting social ers to focus on designing personal-
penses are bagged by the F&B commerce to accept pre-orders of ized deals and offers, long after the
sector. Food Festivals are like kitchen electric brands, food prod- last man has had his fill at the 2014
strong magnets to wandering tour- ucts, kitchen apparel etc. Singapore Food Festival. ◊
ists, and more tourists would mean
more shopping. By Anant Choubey
SMS and Direct E-Mailers – Re-
tain the zing of retail marketing
A random increase in footfalls can
be harnessed to maximize retail up- The key ingredients that traditional-
swing by adopting marketing tactics ly help in optimizing the value of a About the Author:
such as instant customer engage- brand’s marketing efforts are SMS
ment at the point of sale. Quick and direct mail offers. Retailers Anant Choubey is
thinking on the feet to promote should start running promotional responsible for sales
cross-selling and up-selling is re- campaigns much before the actual and marketing in the
quired, as customers will often be events. After all, the early bird gets APAC region at
floating visitors, and retailers will the worm (or sushi, in this case). Capillary Technolo-
not have time to engage them Use the appropriate marketing gies and currently
through traditional CRM tactics channel to send out deals and of-
such as sending out relevant offers. fers, and finally, woo in-store cus- manages the firm’s business across
Instead, looking at hot selling tomers by giving vouchers that can South East Asia. His prime focus is to
events and giving out impromptu be cashed during the event dates strategize and expand Capillary in bur-
flash deals could be the salesman’s and days. Ensuring that the offers geoning market in South East Asia. He
savior tactic! has donned many hats in Capillary over
are precise and targeted will help in the years, from operations to client ser-
the broad goal of boosting baseline
Social Media – the new ingredi- revenues. vicing to business development and
ent to be added in good measure has been instrumental in setting up
Capillary’s India business, before mov-
Customer Engagement – adding
The food industry is not new to the the final touch ing to Singapore to establish and man-
surge in social media acceptance, age South East Asia market.
but this is as good an opportunity Loyal customers are any brand’s
as any to optimize on the drive to best ambassadors. To better en-
build up social visibility. Retailers gage with their customers, and in-
should utilize this major event and crease their brand’s relevance, re-
look at ways to enhance customer
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
