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21 December 2004

Deejays Turned StoryTellers

Our local radio stations had just launched a new CD in the stores entitled, “Once Upon a Time”. The CD contains deejays from our local radio stations narrating all-time favourite children stories and fables. To me, that is an all time great business diversification. They focused on the deejays’ competencies (ability to inspire with their voice and popularity with their listeners), and delivered on a quality product. The final marketing hit is the choice of season to launch the CD, right smack in the giving period of Christmas.

So companies should start taking the cue and diversify intelligently. Look for your core competencies beyond the products that you carry. If you open a bakery, maybe your competencies are not just the cakes that you make, but also the hundreds of mothers who relate to you. Use that to your advantage.

Ian Choo, 21 December 2004

December 2004

Great Gucci Crowd Control (31 Dec)
Curious “Buy 3 get 4th free” Toys’ R Us Advertisement (30 Dec)
Taking a Loan to go Travelling (28 Dec)
Deejays Turned StoryTellers (21 Dec)
When logistics is not just about logistics (8 Dec)
Ideal Marketing Methods for Home Based Businesses (7 Dec)
The Opening Message (6 Dec)

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