Singapore is a multicultural city and much like her neighbouring country Malaysia or cities like Melbourne and Toronto, is made up of various different groups of ethnic communities.
In the month of October, there are two important ethnic festivals celebrated in Singapore - Hari Raya Haji and Deepavali.
It is alarming that there are so few marketing campaigns targeted at Hindus with the upcoming festive date approaching. Deepavali this year falls on 23 October.
What are the Deepavali marketing campaigns available in Singapore?
So far, we have only witnessed few companies who have created any marketing activities for Deepavali. One of the better examples of Deepavali marketing in Singapore that we could find is local Telco and cable TV service provider Singtel's video commercial on YouTube which we must say was well done with regards to capturing the spirit of the ethnic festivitiy.
SingTel's heartwarming Deepavali story is about a person returning home from overseas to celebrate Deepavali the traditional way with family and friends. The advertisement's imagery is rich with culture and festive cheer while families gather in front of the TV to watch their favourite cable programmes.
However, SingTel executed the Deepavali marketing campaign poorly as it was clearly an un-integrated campaign with little or no strategy in the execution. A good example would be the paltry number of 675 video views since the video was published three weeks ago. The advertisement was poorly received despite the fact that Singtel had 5772 subscribers on their YouTube channel, featured great content and spent a significant amount of their digital marketing budget on YouTube advertisements.
How does this marketing localization affect an organisation?
Planning internal and external marketing activities or campaigns during important cultural events happening in the country you are doing business in is important. Well-established brands like Coca-Cola, Cadbury and Petronas have all ran marketing campaigns during Deepavali. Here's why.
Show that Your company cares about the local community
Caring about another group of your target audience instead of neglecting their existence will help put your company in a good light and may even result in positive press, brand recognition and promotion.
There should be plenty of conversation surrounding this event on various social media platforms if you know where to go to to listen and join in. Share your part or knowledge about the event and show that your company cares.
Create brand awareness for your company
Skipping participation in a festive event is equivalent to skipping out on potential business opportunities. Targeted, localized marketing campaigns can help build brand awareness for your company especially if you know how to execute a campaign well.
During this period of time, families will be preparing for upcoming celebrations of this event and even ethnic communities who do not celebrate this event may take part in the festivities with their Hindu friends, colleagues or relatives.
Obtain new business opportunities by leaving no stone unturned.
What is your organisation doing about this?
If your organization is unfamiliar with the local market, fret not. We can help you with marketing planning and campaign execution for future upcoming festivities and local events.
At The Wee Marketing Agency, we are well-versed with the local lingo, culture and most importantly effective marketing campaigns for local markets.
Don't hesitate, talk to us today for a friendly complimentary discussion to assess your current marketing position and needs.