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8 December 2004
When logistics is not just about logistics
There is this logistics company in Singapore whose primary business is to help expatriates do their relocation. This means they help expatriates move their furniture and belongings into Singapore when the former first take up a position in Singapore, and then help them move their belongings out when they move on to another role in another country in a year or two.
This is a niche market that they are serving, and they needed a niche strategy. Running advertising ads that proclaim they know the needs of expatriates better than anybody else is going to be self-defeating, unless the expatriates themselves proclaim that, not the firm.
Clever Marketing Move 1
And that is just what this logistics company set out to do. They realized that with expatriates, they are new to the country and probably will do with more friends and more information about the city that they are going to be living in. So they did a monthly breakfast bash, where expatriates new to the country are invited to a breakfast party which dished out information about Singapore, where to eat and play, the races, culture and the Singaporean social climate. Of course, this turned out to be a fun time for the expatriates to mingle with other expatriates, and for the executives at this logistics company to sink the name of the logistics company firmly in the minds of this new expatriates. A breakfast for a few long-term, goodwill-spreading customers.
Clever Marketing Move 2
But they don’t stop there. The corporate gifts they choose to give are very strategic, like this very nicely designed lifestyle umbrella. It resonates of the promise that "we will be there for you on rainy days". And expatriates new to the country like that. Another killer punch.
Clever Marketing Move 3
The most amazing thing of all is this last point highlighted. This logistic company actually runs a team of handyman and a helpline to help expatriates who encounter dysfunctional household equipment! So leaky pipe, call this logistic company. Stucked toilet bowl, call this logistic company. The name of this logistic company will forever be embedded in the minds of these expatriates that they serve as the most reliable company of all, and the one and only logistic provider that they need.
This is a story of niche marketing at its best. Identify your target audience, and look at them as people. What do they really need? If you take care of them wholesomely, they will reward your core business handsomely, with a lot of good feelings thrown in.
Ian Choo, 8 December 2004
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December 2004
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