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Eat Marketing Sleep Marketing .Part 1

Notice:

This post is kinda long . I am splitting it to part 1 and part 2. Enjoy !

Marketing.

Every entrepreneur’s favorite topic .

Marketing.

Makes a university student thinks he-know-it-all but the truth is he don’t know shit.

You can share your ideas and tell the whole world how good is your marketing plan , but when you put your ideas into practice , it may not work .

There are many areas in marketing .

Marketing your brand internationally , Marketing to Americans , Marketing to Singaporeans , Marketing to MALAYSIANS , Marketing to the middle class , Marketing to the UPPER CLASS .

Different targets , Different approaches .

As for marketing to MALAYSIANS. I would say one of the top is Air Asia . Agree ?

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Why are they the best ? because generally , Malaysians are lowballers and price driven with zero loyalty . That is why we need budget shit like Tesco , Giant , Carrefour , Maxis , Digi , P1 , Air Asia , Perodua etc ..Luxury brands are SCARED to enter the Malaysian Market .

Air Asia managed to capture Malaysia within a couple of years .

The basic marketing idea was , give away something that people value @ RM200 (traveling to places) , and ask for RM20 for it . Then Everybody will come to you . Of course , that RM20 is NOT RM20 ..it will come up to RM140 (hidden charges) …Sometimes it feels like you kena con by them , but hey . Now everyone can fly . They actually made that possible.

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Last week , Air Asia had a BIG OFFER .

Not that i really care , but what bothers me was ..

I got home from a DOTA session , it was 2.30am . And i was shocked to find out that my mum and my gf were still awake . (They usually sleep at 11pm)

Both of them were trying to access the AirAsia website to get that good deal . (The website was inaccessible the whole night).

Then they were ranting to me , saying they’ve been trying to enter the website for the past 3 hours . After putting down the phone , i tried it myself . They were right . The whole thing was inaccessible .

The next day , the newspaper wrote air asia’s website was jammed with 19,000 visitors or 19 million visitors or something like that .

Make sense right ?

More people = server overload = cannot access .

nola.

I think the whole thing was a made up . Some psychological marketing shit going on .

I talked to some of my good friends who are BIG TIME IT SERVER Supporters .

You see , when a server is all JAMMED UP with traffic , what this boys will do is they will create a mirror sites so that it can be accessible.

Think Malaysiankini on the election date . There were 7-8 mirror sites .And all this can be done , by just 2-3 IT boys in a few minutes .

So you’re telling me , the fastest growing airline company in Malaysia , couldn’t handle this simple shit ? No IT team is it ?

If i REALLY WANT to give away tickets for FREE , i would hire 40 IT boys to back up my whole BIG EVENT on that night . Nothing screw up right ?

oh no ! rahsia terbongkar .

They made it up , like purposely jammed the whole site . And when you enter ..you are forced to think “OH GOD THANK GOD I MADE IN IT , NOW I MUST TAKE THIS OPPORTUNITY AND BUY ! i get that better deal hahaha ! “

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I’ve got a friend who is into Internet Marketing , he sells EBOOKS.

I was talking to him the other day , he told me his conversion rate is roughly 1 : 200 . Means , every 200 people who visits his website , 1 person will buy his product .

Which means , if there are 2000 visitors on his website , roughly 10 will buy . 20,000 visits , 100 will buy .

And surprisingly , that rate is actually quite GOOD-lah for a Malaysian trying to sell to Americans .

I think Air Asia were playing with the conversion rate on that night , my guess is their conversion rate were very very high . Every 30 visitors who successfully access the website and the whole process , one will buy ? or more?

And if you think about it , psychological marketing is very powerful. It can be used to manipulate the human mind . People can make you think how they want you to think , people can make you buy what they want you to buy . You can control people with it . Scary huh?

Ok ok , that is not my point in this post . We are going too far. Actually , i thought Air Asia’s 11th November marketing tactic was brilliant you know ? Tony Fernandes is an awesome marketer . My question is , where the hell did he get all his ideas and concepts from ?

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I think …here.

Former Managing Director of Warner Music Malaysia Sdn Bhd

What does being in the music industry have to do with marketing ?

Continue with part 2 here .