What Is Your Focus?
A Landlord called me today.
She said "that irritating digital media company" called her again.
I giggled a little. Why?
This particular Landlord is from a "Shopping Centre in the East of Singapore". We had managed the advertising for the mall for 2 years already and there’s 2 more years to go before the contract matures. We know the place inside out and upside down. We know almost every single tenants there and we know how exactly these fellas behave. We know their demands and we know what to do with them.
Then out of nowhere, this digital media company started to take interests and focusing on winning this site.
No wonder the Landlord keep asking us if we want to do the digital advertising part or let another media player do it.
I told the Landlord to appoint "this media company" by all means. Let them have a "taste" of dealing with the tenants at this shopping mall.
If it is profitable, we would have done it 2 years ago when we took over the shopping mall.
My company started off as a Digital Media Company before we turn full-fledge Out-Of-Home. Reason? If there’s enough money to be made in Digital Media, why would we want to stray off into OOH? We never looked back since we shifted. Even though our Digital Media business recently got a revival, we are not as keen as this "digital media company" that strayed off their main focus". Why I say so? Venturing into heartland is never their operandi modus, they are concentrated in CBD Areas and good at targeting PEMBs, not HDB Aunties. It’s clear they are losing focus and way too off..
So I was quite amused by them taking interest in this shopping mall and approaching this Landlord.
Maybe I should start approaching their Landlords and start to "attack" their sites too. All along I left their sites alone, never expect them to be so desperate and hard-up for a "B-Grade" Shopping Mall. They must be suffering from a huge lose of sales from their other sites.
There are only so many Media Companies in Singapore, we should all be trying to look at a compromised environment, a balance and try to
co-exist together. What good are there if everyone tries to kill everyone? The smaller companies will suffer and the "Big Boys" will watch the spectacular and once the opportunity strikes, they will wipe everyone out of the market.
The advertisers and the Landlords will laugh all the way to the bank.
We should all stay focus on improving the sales volume and remain competitive, not focus on how to distrupt other players’ peaceful life.
Hmmmmm, Let’s see what’s the number to this "Building" inside "Central Business District"………