Advertising to the “New” Minority – Singaporeans.

With the influx of "Foreign Talents" into Singapore from all over the world, Singapore has evolved into a "World" on her own.
The majority of this "Human Cocktail" is concocted by Malaysians, Thais, Indonesians, Viets, Myanmeese, Filipinos, Bangladeshees, Indians and China PRCs.
With thousands of these foreign talents arriving at Singapore at an alarming rate, Singaporeans will be soon categorized as "Minority".

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Now, given the profile change in ratio, market spending power too, has change (dramatically).

In the past, marketing is usually skewed towards "mass" advertising. That used to work quite well until Singaporeans became the "minority".

Ad campaigns are now sensitive to this group of "foreign" consumers. Being aliens does not means they will not spend as much as the real average Singaporean. In fact, they spend by "volumes". (Have you ever seen an Indian Worker shopping on his own?). So campaigns are targeted at these groups of consumers by tailoring the offer to their salaries, needs and wants. So how does advertisers market their brands to the original Singaporean?

To distinguished who is actually buying and account for the ROI, advertisers are advertising tactically to channels that has a higer percentage of Singaporeans.

A marketing communication manager of a diary product brand shared something with me;

To Reach the Following Consumers, Advertise in the Following;
Magazines : Singaporeans, Rich China PRCs, Malaysians (1:3)
Buses : Singaporeans, Malaysians, Thais, Indonesians, Viets, Myanmeese, Filipinos, Bangladeshees, Indians and China PRCs. (1:9)
Taxi : Singaporeans, Malaysians, China PRCs. (1:3)
Press : Singaporeans, Richer China PRCs, Malaysians. (1:3)
Online : Singaporeans, Malaysians, Richer China PRCs. (1:3)
Outdoor Digital : Singaporeans, Malaysians, Thais, Indonesians, Viets, Myanmeese, Filipinos, Bangladeshees, Indians and China PRCs. (1:9)
Outdoor : Singaporeans, Malaysians, Thais, Indonesians, Viets, Myanmeese, Filipinos, Bangladeshees, Indians and China PRCs. (1:9)
Directories : No One. (Who needs Directory when you have internet?) (0:0)
Direct Mail : Singaporeans, Richer China PRCs, Malaysians. (1:3)

With the statistic given by him above, I was puzzled.

I asked him then what does he meant by Singaporeans being the "minority"?

His reply (while giggling) was simple;

"Every Media Category has more Aliens than Singaporeans". 
………………..

____________________________________________________
On Singapore Roads
* Met 9 Road Idiots Since my last Blog.
* Total 1031 Road Idiots Encountered on SG Roads.  
– (Congrats to
SGF2894J Champaign Nissan Latio – You are the 1,000th Idiot)  
Wish List
* More "Media Free Play" from The Government.
* More Media Associations to represent local media owners.
* All Road Hoggers Dead & All Reckless Bikers Dead.
* For God’s Sake Clean Up Trash On Public Roads, esp AYE.
* Petrol to return to "Normal" Prices.
* No Roadworks during Peak Hours Please!

* Please tell me where can I dine without the presense of PRCs!
* Foreign Talents or Foreign Troublemakers? We shall see.

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