an award-winning and one of the leading creative agencies in Hong Kong, since 1998.
The phrase “Elephant in the room” refers to a problem that everyone is aware of but avoids addressing. In the field of marketing, this “elephant” can create ambiguity in project direction, ultimately hindering overall progress. Misidentifying or ignoring key issues at the start can impact the entire process, so the first step is to acknowledge the elephant’s existence. Continue reading “Seeds of Marketing 18: “Elephant in the Room””
In Japan, “inbound marketing” has become a well-established sales strategy targeting foreign visitors. However, in its birthplace, the United States, the term refers to a marketing concept that involves attracting customers organically by providing valuable content through websites, social media, and videos. Continue reading “Seeds of Marketing (17): “Inbound Marketing””
“Let’s keep spinning the PDCA cycle at high speed!” You might hear such phrases often, but methods for operational improvement may evolve even further in the future. A predictive process using AI and data analysis might become the mainstream. Imagine a future where AI anticipates problems ahead of time and proposes solutions—if such a reality comes true, the speed and accuracy of operations could improve dramatically. Continue reading “Seeds of Marketing 16: Is It More Than Just PDCA? Methods for Operational Improvement”
Many companies say, “We want to do something about our branding,” but aren’t they moving forward without a clear direction? Do you want to take the time to convey the value of your brand slowly and carefully, or do you want to grab attention with flashy advertisements? These are two entirely different approaches. Moreover, deciding which platform to use is crucial, and if these goals are not shared internally, the direction often becomes fragmented. Continue reading “Seeds of Marketing (15): What Can We Do About Branding?”
As social media marketing continues to expand, Instagram has become an essential platform for conveying a brand’s identity and worldview. However, depending on how it is managed, it can also harm a brand’s value. Continue reading “Seeds of Marketing 14: The Importance of a “Unified Approach””
The Ultimate Flyer Born from Trial and Error: chocoZAP’s Strategy
chocoZAP embodies the essence of “trial and error” in marketing. At the core of their advertising strategy lies a relentless cycle of testing in flyer production. Every element—design, size, theme, featured content, photos, and the presentation of information—is meticulously adjusted as they create thousands of variations. They collect and analyze data on the response to each flyer, measuring their effectiveness. This persistent “test, test, and test again” approach ultimately leads to the creation of the “ultimate winning version” that resonates most with their target audience. Continue reading “Seeds of Marketing 13: Finding the Winning Pattern”
From Competition to Co-creation: The Importance of Co-opetition
The relationship between competing companies is not solely about “competition.” The concept of “co-opetition” blends competition and cooperation, allowing rival companies to collaborate in specific areas. For example, while Apple and Samsung compete in the smartphone market, Samsung is also a key supplier of semiconductors for iPhones. This kind of relationship creates new opportunities that go beyond mere competition. Continue reading “Seeds of Marketing 12: “Co-opetition””
Analyzing competitors’ strengths and weaknesses by examining their social media, advertisements, websites, and physical stores is an essential step in growing your own business. Observing how competitors promote their products and interact with customers provides valuable insights. Continue reading “Seeds of Marketing (11): “Competitive Research””
The advertising rivalry between Burger King and McDonald’s is a great example of how piggyback advertising, or leveraging a competitor’s campaign for your own benefit, can be used effectively. When McDonald’s launched an ad asking, “What’s the most iconic burger in the world?”, Burger King swiftly responded with, “So, which one is the biggest?” This kind of witty exchange keeps consumers engaged and adds an element of fun to brand competition. Continue reading “Seeds of Marketing 10: “Piggyback Advertising””
