Simple and Remarkable Ways to Improve Your Marketing Results in a Competitive Environment. The business marketplace is like an expansive ocean filled with opportunities; you can explore its limitless market potential to find your niche and create a brand name of your own; however, there is still much out there in the vast ocean that you still haven’t encountered…yet. The big question is - how can your brand and product stand out from your competition? How should you communicate your brand value to your target audience? And why should they listen to you? The marketplace is saturated enough as it is with existing players (or the Big Sharks as you might come to familiarise with the term). These Big Sharks have been in the market probably longer than you have and are already dominating some of the market segments you are seeking to enter. In this book, you will learn some of the tricks as to how SMEs (the Small Fishes), or you for that matter, can successfully create a difference in a huge business marketplace (the Big Pond). Small Fish Conquering the Big Pond will reveal to you some of the tried and tested ideas that you as an SME can make use of to make your product stand out from your competition and capture your intended audience’s attention, without having to spend a big sum of money on marketing and advertising campaigns. A little creativity and ingenuity are what it takes to kick-start on your own and I will show you how to get there. This book has summarised many years of crucial research and findings on how top-performing companies have invested in creative marketing strategies and innovations, which have propelled their enormous rise to success. You will also find simple and easily implemented as well as creative marketing methods that you can use to market your products or services more effectively and in turn, achieve maximum profitability.

1. SMALL FISH
CONQUERING
Simple
and
Remarkable
Ways
to
Improve
Your
Marke9ng
Results
in
a
Compe99ve
Environment
THE BIG POND
LEOW LEIK HONG

3. “is better to be a small fish in a big pond
than to be a big fish in a small
(and shrinking) pond!”
Radin Baidrul Ikram,
MBA
Founder
of
BizCoach
Solu9ons
and
Pearl
Maternity
Hospital
Entrepreneur,
Small
Business
Coach,
Advisor
and
Mentor
Penang,
Malaysia

4. This
book
will
reveal
to
you
some
of
the
tried
and
tested
ideas
that
you
as
an
SME
can
make
use
of
to
make
your
product
stand
out
from
your
compe99on
and
capture
your
intended
audience’s
aJen9on,
without
having
to
spend
a
big
sum
of
money
on
marke9ng
and
adver9sing
campaigns.
All
it
take
is
just
a
liJle
crea9vity
and
ingenuity
.
Be Different; Be Fun

5. Be
CREATIVE
and
apply
that
crea9vity
to
produce
something
fun
and
desired.
The
difference
between
a
brand
that
fails
and
one
that
succeeds
is
how
crea9vity
has
been
applied
in
each
marke9ng
campaign
that
creates
a
lot
of
happy
customers
for
the
business.
Create Happy Customers

6. PART
1
Preparing
Your
Marke3ng
Ideas

7. Our
leP-­‐brain
controls
logical
thought
processes;
while
the
right-­‐brain
is
responsible
for
crea9vity
and
emo9ons.
If
you
are
running
a
business,
which
side
of
the
brain
should
you
be
using?
The
answer
is
both,
you
would
need
all
the
logical
thinking
when
you
come
to
planning,
process
and
numbers;
while
crea9vity
is
needed
on
marke9ng
and
branding.

8. Youtube
Channel
–
Piano
Stairs
hJps://youtu.be/rQNnwjew1w8
Incorporate
crea9vity
and
fun
in
our
daily
business
rou9nes.
Here
is
a
genuine
case
study
in
which
the
Swedish
Government
had
wanted
to
encourage
their
people
to
use
the
staircase
more
frequently
rather
than
taking
the
escalator
as
they
exit
the
subway.

9. 1. Ini3ate
a
Crea3ve
Idea.
Challenge
yourself
to
think
out
of
the
box
and
do
something
out
of
the
ordinary.
2.
Define
Your
Goal.
What
do
you
want
to
achieve
out
of
crea9ve
thinking?
3.
Explore
Your
Op3ons.
List
out
all
the
op9ons
you
have
and
narrow
them
down
to
those
that
can
be
developed
into
something
crea9ve
and
fun.
4.
Act
on
Your
Op3ons.
You’ve
talked
the
talk.
Now
walk
the
walk.
Generating IDEA

10. “ Commercial,
Profitable,
Enterprise
That works
without ME!! ”
Quoted from
Brand Sugars’ book
~ Instant
Cash
flow
If
you
are
running
a
business,
your
aim
is
to
built
a
business
which
has
high
commercial
value,
making
money,
surrounded
by
a
trust
worthy
team
and
integrated
into
a
workable
system.
All
of
these
operate
without
your
involvement
as
a
business
owner.

11. Education & Communication
Is
about
Always
educate
your
customers
on
the
benefits
of
your
product.
Like
the
First
Genera9on
iPod
Classic.
Steve
Jobs
only
focus
on
its
benefit
–
1000
songs
in
your
pocket.

12. • Truly
unique
…
• Exci9ng
to
your
target
market
...
• Something
that
will
get
people
talking
...
• Something
that
can’t
be
easily
copied,
or
if
it
can
be,
it
will
be
an
obvious
rip-­‐off
on
the
part
of
the
offending
business
...
Youtube
Channel
–
HomePlus
hJps://youtu.be/kv3zB3et8-­‐o
Be Unique

13. Purple Cow
Quoted from
Seth Godin’ book
~ Purple
Cow
Something
truly
unique
that
stand
out
from
the
mass.
Infusing
crea9vity
and
fun
into
your
marke9ng
efforts
will
not
only
help
to
make
your
product
a
purple
cow,
but
a
cash
cow
too.

14. Crea3ng
a
Difference
can
also
be
done
with
a
…
Guarantees

15. • Increases
confidence
• High
level
of
security
• It’s
a
contract
(buyer
&
seller)
• Product’s
Quality
• Advantage
of
seller
Guarantee
works
in
5
ways

16. PART
2
Crea3ve
Marke3ng
for
Small
Fishes

17. Unlock
the
Five
Different
Steps
in
Marke3ng
CUSTOMER
è
REVENUE
è
BUSINESS
PROFIT

18.
1.
Marke3ng
to
Generate
Leads
Lead
genera9on
is
basically
about
informing
the
market
about
the
product
you
are
offering.
Lead
genera9on
avenues
can
be
as
simple
as
distribu9ng
flyers,
displaying
banners,
adver9sing
in
newspapers
and
magazines
or
aJending
networking
func9ons.

19.
2.
Marke3ng
for
Conversion
Lead
genera9on
does
not
necessarily
result
in
sales
transac9ons.
Turning
poten9al
customer
leads
into
definite
customers
is
called
a
conversion.
So,
how
do
you
convert
sales
leads
or
prospects
into
sales?
It
can
be
fulfilled
by
offering
guarantees
such
as
“try
before
you
buy”
as
well
as
ensuring
the
product
is
easy
available.

20. EASY
TO
BUY
Make
your
product
easy
to
buy,
with
large
&
clear
photos,
filled
with
cap9ons
and
price.
With
a
glance,
customer
know
exactly
what
to
order.

21. 3.
Marke3ng
to
AWract
Repeat
Sales
While
Step
1
and
2
focuses
on
how
to
acquire
new
customers,
the
third
step
is
all
about
keeping
your
customers.
An
useful
strategy
to
increase
sales
as
well
as
maintain
customer
loyalty
to
your
brand
would
be
a
Customer
Loyalty
Programme.

22. Sakae Sushi ang pow
Give
Angpow
as
a
voucher,
which
can
be
used
by
your
customers.
Apart
of
celebra9ng
CNY,
it
is
also
a
great
tool
to
create
repeat
customers.

23. 4.
Marke3ng
to
Upsell
&
Increase
Average
Spending
This
step
is
about
how
to
encourage
a
customer
to
spend
more
when
he
buys
a
product
from
you.
One
of
the
common
strategies
used
by
large
corpora9ons
to
increase
the
average
spending
is
by
“Up
Selling”.
Up
Selling
is
a
technique
that
is
used
by
sales
personnel
to
get
their
customers
to
spend
just
a
liJle
bit
more.

24. Shopping
Basket
By
providing
a
basket
for
your
customers,
you
are
actually
helping
to
free
their
hands
so
they
can
easily
buy
more
from
you.
With
one
hand
holding
the
basket
and
the
other
hand
free
to
pick
up
items,
before
they
know
it,
your
customers
would
have
bought
a
whole
lot
more
in
a
single
visit.

25. 5.
Marke3ng
to
Improve
Profit
Margin
REVENUE
=
TOTAL
INCOME
-­‐
COST
The
amount
of
profit
a
business
makes
at
the
end
of
the
day
really
depends
on
its
overall
business
costs.

26. 1. Lead Generation
X
2. Conversion%
=
Customer(s)
x
3. Transaction
x
4. Average $$ Sales
=
Sales
x
5. Margin %
=
$ Profit $
5Steps
Strategies
to
improve
your
Business
Profits

27. Let’s
add
some
number
4,000
ppl
x
25%
=
1,000
ppl
X
2
3mes
x
$100
=
$200,000
x
25%
=
$50,000
1. Lead
Genera3on
X
2.
Conversion%
=
Customer(s)
x
3.
Transac3on
x
4.
Average
$$
Sales
=
Sales
x
5.
Margin
%
=
$
Profit
$

28. 4,400
ppl
x
27.5%
=
1,210
ppl
x
2.2
9mes
x
$110
=
$292,820
x
27.5%
=
$80,525.50
10%
Improvement
4,000
ppl
x
25%
=
1,000
ppl
X
2
9mes
x
$100
=
$200,000
x
25%
=
$50,000
1. Lead
Genera3on
X
2.
Conversion%
=
Customer(s)
x
3.
Transac3on
x
4.
Average
$$
Sales
=
Sales
x
5.
Margin
%
=
$
Profit
$

29.
Sales
46%
$Profit$
61%

30. PART
3
Social
Media
Marke3ng
for
Small
Fishes

31. social
everything
Social
technologies
will
be
at
the
heart
of
everyday
life
and
business
environment.

32. What come into
your mind when you
hear about
Social Media?

33. Social Media is a
conversation
supported by online tools
Business
are
constantly
having
conversa9on
with
their
target
audiences,
with
Social
Media
we
are
doing
it
via
the
internet.

34. There
are
thousands
and
thousands
of
Social
Media
Platorms
out
there.
How
are
these
platorms
going
to
help
you
on
your
business?

35. 1) Social media is not free.
2) Social media will not bring you instant
results.
3) Social media cannot make up for a bad
product or service.
Warnings
about
Social
Media

36. 3
Steps
to
Business
Profit
@
Social
Media

37. 1. Establish Goals

38. Ques3on:
What
is
your
goals
&
objec9ve
on
Social
Media?
Example:
• Professional
–
create
personal
or
industry
branding,
market
awareness
on
what
we
do
and
how
we
can
add
value
to
our
target
audiences.
• Retail
–
generate
leads
and
traffics
to
our
retails
outlet,
encourage
people
to
talk
about
us.
• Manufacturer
–
educate
our
target
market
on
company
value
/
culture
for
recruitment
purpose.

39. • WHO are your
customer?
• WHERE do you
find them?
• WHAT offer you
had for them?
• HOW are the
message sent?
2. Listen

40. 3. Built

41. Choose
your
channels
wisely
Top
5
Recommended
Social
Media
Platorms

42. 1.
FACEBOOK
As
the
world’s
most
popular
and
well-­‐known
social
media
platorm,
Facebook
has
exceeded
1
Billion
users
worldwide
today.
In
Malaysia,
half
the
popula9on
have
an
account
on
Facebook.

43. 2.
TWITTER
One
of
the
most
fast-­‐moving
and
up-­‐to-­‐the-­‐minute
sites
in
the
world!
A
platorm
with
a
very
simple
structure,
TwiJer
enables
its
users
to
tweet
a
simple
message
not
longer
than
140
characters
on
each
pos9ng.

44. 3.
YOUTUBE
This
is
the
social
media
site
that
everybody
goes
to
for
the
latest
videos.
YouTube
has
made
marke9ng
a
breeze
for
those
who
wish
to
showcase
their
company,
products,
services
or
even
talents
in
an
audio-­‐visual
format.

45. 4.
PINTEREST
Unlike
other
social
media
platorms,
Pinterest
is
a
rela9vely
new
site
that
was
only
established
in
2010.
Its
structure
is
quite
similar
to
that
of
TwiJer’s,
the
only
difference
being
that
you
post
photos
instead
of
text.

46. 5.
LINKEDIN
Unlike
the
previous
social
media
sites,
which
cater
more
for
businesses
to
customers,
LinkedIn
is
slightly
different
in
that
it
is
used
more
to
connect
businesses
to
other
businesses.
It
allows
professionals
to
upload
their
profiles
on
the
site
and
connect
them
to
a
wide
network
of
people.

47. Create
A
Landing
Page…
When
a
prospect
search
your
business
online,
they
found
your
landing
page.
It
could
be
a
website,
a
blog
or
any
of
the
social
media
platorms.
Remember,
you
only
have
30
seconds
to
impress
your
visitors
and
convince
them
to
con9nue
browsing
or
leave.

48. Engaged
Target
Audiences
Build
Rela>onship

49. STOP!

50. • Establish Goals
• Indentify the needs
• Select a platform
• Engage Audiences
• Build Relationship
• Don’t SPAM
• Repeat the above

51. PART
4
Learning
from
the
Big
Fishes

53. Starbucks
History
• Founded
1971
• By
Jerry
Baldwin,
Gordon
Bowker
&
Zev
Siegl
• Sold
only
whole
bean
coffee
&
coffee
brewing
machine
• Howard
Schultz
joined
in
1982
as
head
of
marke9ng
• 1987
sold
to
Howard
and
rebrand
as
Starbucks

54. Video:
Dan’s
Coffee

55. # 1 Most engaged brand online
Altimeter Report 2009

56. THE FLYWHEEL EFFECT
Integrated:
Global
Retail
CPG
Stores &
Partners!
Digital owned/
paid
Traditional
Media
Social Media
Earned
Media
Loyalty/Card

57. • Excellent
Customer
Service
• Quality
Product
• Acceptable
• Social
Responsibility
• Strong
Financial
Support
• Brand
Recogni3on

59. -­‐
Steve
Jobs
6
Success
Principles
of

60. Principle
One:
Do
what
you
love.

61. “Have
the
courage
to
follow
your
heart
and
intui3on.
They
somehow
already
know
what
you
truly
want
to
become.”

62. Principle
Two:
Put
a
dent
in
the
universe.

63. Steve Jobs has never underestimated the power of vision to move a brand forward.
In 1976, Steve Wozniak was captivated by Jobs’ vision to “put a computer in the
hands of everyday people.”

64. Principle
Three:
Kick
start
your
brain.

65. “Part
of
what
made
the
Macintosh
great
was
that
the
people
working
on
it
were
musicians,
and
poets,
and
ar9sts,
and
zoologists,
and
historians
who
also
happened
to
be
the
best
computer
scien9sts
in
the
world.”

66. Principle
Four:
Sell
dreams,
not
products.

67. MacBook
Air.
The
world’s
thinnest
notebook.

69. Principle
Five:
Say
no
to
1,000
things.

70.
“Innova9on
comes
from
saying
no
to
1,000
things
to
make
sure
we
don’t
get
on
the
wrong
track
or
try
to
do
too
much.”

71. The iPad is so simple a 2-year-old can use it.

72. The Apple Web site features one product.

73. Principle
Six:
Create
insanely
great
experiences.

74. “People
don’t
want
to
just
buy
personal
computers
anymore.
They
want
to
know
what
they
can
do
with
them,
and
we’re
going
to
show
people
exactly
that

75. Apple Store the gold standard in customer service by introducing simple innovations
any business can adopt to create deeper, more emotional connections with their
customers.

76. Meet
Your
Mac.
Personal
touch
is
essen3al,
not
selling.

77. Zappos ‘ Experiences

78. Recent
Recogni3on:
Nice,
but
we
pay
more
aJen9on
to
our
customers
• TV
Stories
– Oprah
(2008/2009)
– ABC
Nightline
(2008)
– 60
Minutes
(2007)
• Fortune
“100
Best
Companies
to
Work
For”
– #23
(2009)
–
Highest
ranking
newcomer
to
list
• Fast
Company
“50
Most
Innova9ve
Companies”
– #20
(2009)
• BusinessWeek
Top
25
“Customer
Service
Champs”
– #7
(2009)

79. Excellent
“World
Class”
Customer
Service

80. Company
Culture

81. Zappos’
Core
Value
1. Deliver
WOW
Through
Service
2. Embrace
and
Drive
Change
3. Create
Fun
and
a
LiJle
Weirdness
4. Be
Adventurous,
Crea9ve,
and
Open-­‐Minded
5. Pursue
Growth
and
Learning
6. Build
Open
and
Honest
Rela9onships
With
Communica9on
7. Build
a
Posi9ve
Team
and
Family
Spirit
8. Do
More
with
Less
9. Be
Passionate
and
Determined
10. Be
Humble

82. •
Pay
new
employees
$2000
to
quit.
•
Make
customer
service
the
responsibility
of
the
en@re
company,
not
just
a
department.
•
Focus
on
company
culture
as
the
#1
priority.
•
Apply
research
from
the
science
of
happiness
to
running
a
business.
•
Help
employees
grow
both
personally
and
professionally.
•
Seek
to
change
the
world.
•
Oh,
and
make
money
too.

83. In
a
Nutshell
One
More
Thing

84. The
Ladder
of
Loyalty
illustrates
the
different
phases
of
turning
a
prospect
into
a
customer
and
ul9mately,
into
a
raving
fan.
As
a
business
owner,
it
is
important
for
you
to
understand
that
at
different
p h a s e s ,
y o u
s h o u l d
i m p l e m e n t
d i ff e r e n t
strategies
for
the
maximum
impact.

85. COACH
LEOW
LEIK
HONG
is
an
out-­‐of-­‐the-­‐box
business
coach
who
is
passionate
about
helping
people
to
achieve
their
business
goals.
As
a
former
engineer
and
professional
sales
consultant,
he
understands
the
needs
of
an
SME
business
owner
and
how
to
address
them
accordingly
and
crea9vely.
As
a
cer9fied
Professional
Trainer
with
the
Interna9onal
Professional
Managers
Associa9on
(IPMA
UK)
and
Human
Resources
Department
of
Malaysia
(HRDF),
he
currently
conducts
one-­‐on-­‐one
coaching
sessions,
business
seminars
and
training
workshops.
He
is
also
regularly
invited
to
be
a
panel
speaker
and
trainer
at
many
business
conferences
locally
as
well
as
interna9onally.
To
have
a
private
consulta9on
with
Coach
Leik
Hong,
email
him
at
leow@leikhong.com
or
follow
him
on
TwiJer:
@leikhong
To
find
out
more
about
Coach
Leik
Hong,
visit
www.leikhong.com
ABOUT
THE
AUTHOR

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ebook Version
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and download

88. THANK YOU.