Smart marketing<\/p>\n
Rarely do we get to read any positive or good news in the
\nnewspapers these days.<\/p>\n
So, your \"Focus on Jakarta\" on page 3 on Dec. 2, 1997 gripped
\nmy attention. It is nice to know that a five-star hotel in
\nJakarta is offering free lunch for the city's taxi drivers. What
\nbetter way exists to satisfy a man except through his stomach?<\/p>\n
However, in all advertising related activities, my theory is
\nquite simple. If the message is too good to be true, don't
\nbelieve it. Look for a hidden agenda and be sure to read the fine
\nprint!<\/p>\n
In any case, I was happily reading along the said news item
\nuntil I came to the last sentence, which gave away the truth.
\nWhile the drivers enjoy their free lunch, the hotel staff would
\nbe putting the hotel's stickers on the taxi's windshields, of
\ncourse, with the gracious permission of the drivers.<\/p>\n
You can bet no cab driver (worth his salt) would be inclined
\nto deny such permission. But, it's obvious that wherever the
\ntaxis ply, the stickers represent free advertisement for the
\nhotel too.<\/p>\n
In the final analysis, we should keep in mind that nothing at
\nall in this world comes without paying the price and there's just
\nno free lunch any time anywhere.<\/p>\n
The hotel's campaign is rightly called \"Power Lunch\". What a
\nnice name these Marketing\/Advertising executives came up with for
\ntheir strategy.<\/p>\n
By launching the \"Power Lunch\" campaign, the hotel management
\nis assured of \"empowering\" themselves through the medium of taxi
\ndrivers, who may be counted upon to bring in much needed business
\nfor the hotel.<\/p>\n
It's not always easy to be a step ahead of competition but by
\nroping in the cabbies as partners, you can be pretty sure of
\ndriving fast and keeping the competition far behind!<\/p>\n
All the same, we must congratulate the hotel management on
\ntheir novel idea. It's indeed a win-win concept.<\/p>\n
I would certainly not rate this as yet another marketing
\ngimmick, for the simple reason that sometimes, the means may also
\njustify the ends.<\/p>\n
D. CHANDRAMOULI<\/p>\n
Jakarta<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/smart-marketing-1447899208", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }