Ad targeting on behaviour instead of demographics

"Win 2 pairs of return air tickets to Hong Kong," the contest on sgtravellers.com required me to fill me in personal details such as income group, age band, and gender.

Arguably the most promising means of ad targeting is based on reading people's behaviour. In my marketing experience, it can be a more accurate predictor of behaviour than mere demographic measures.

Say we know a 40-year old male, married and earning $200,000 a year. An inexperienced marketer would think the ads best suited for him would be a sports car or a top-of-the-line hifi system. What we don't know, however, is that he hates his job, his marriage is falling apart and he's dreaming of getting away from it all to Kathmandu. If we knew his psychographic profile, we could be targeting him for travel packages or marriage counselling services.

Help employees get to where they want to go

"If we can help our employees to fulfill their dreams, we'll create loyalty and dedication," Avril said after sipping her camomile tea.

I always try to help my employees build a bridge between their present and a better future.

I believe that if I convince them that working for me is not a dead-end job, that I can help them get where they want to go. And then our people will bring the passion and energy they have to their work!

from left: Stephie, Let, Rae

Never too much garlic

I visited Dracula's Castle (aka Bran Castle) in Translyvannia. There were hordes of souvenir stalls selling, false vampire teeth, black t-shirts, vampire wines and a good supply of fake garlic cloves at the foot of the hill.

I eat my share of garlic in recent years, and I've never seen any vampires near me, so maybe that herb keeps the bloodsuckers at bay.

Dr. Varro Tyler, a herbal expert says there is no question that garlic inhibits blood clotting. He says it is as potent a blood thinner as aspirin. And, regardless of advertisement claims by celebrities such as Larry King, my GP tells me it doesn't make much sense to spend my money on garlic supplements.

There's a saying: you can have too little garlic, enough garlic, but never too much garlic in your food. Will it help my heart as my doctor says? Maybe. Will it put a smile on my face? Absolutely!

Dracula's Castle (aka Bran's castle)

Alter egos

I am home after trekking through Romania, Bulgaria and Germany. SQ325 tocuhed down at 1725 yesterday

We can't be everywhere. No matter how dedicated and energetic we are, there are space and time limitations.

I multiply my presence by training key alter egos. I choose the people myself. I pick respected individuals. Their actions reflect my vision.

from left: Deny, Shirley, Renee, Chloe

Makan as token of appreciation

"Tonight AOS will be celebrating their 25th anniversary with an appreciation dinner for their customers," Astrid told me.

We always try to thank our customers for doing business with us. It's equally important to thank our employees for doing a good job.

I really want to create a family atmosphere. Here in Singapore, makan (eating) is our favourite local way to celebrate our success and show our thanks.

from left: Deny, Renee, Shirley, Jades, Chloe

We can change things

"Why some people have all the luck" That was the subject in an email sent to me by Chris. "Why do some people get all the luck while others never get the break they deserve?" so starts the article.

I am not naive. I don't believe that we can become anything that we want just because we choose to do it. I am not going to play for Manchester united. No matter how many positive thoughts I may have, Wayne Rooney and Nani have little to fear. We all have real physical, environmental, or mental limitations that we may never be able to overcome. My reserch has indicated that we will all grow old and die. We cannot wish physical reality away with positive thinking.

On the other hand, we can change things if we do not artificially limit ourselves. I have seen leaders make massive changes both in the way they treat others and the way they see themselves. We cn change both our behaviours and our identities. We can change to fit changing times. We can change to achieve higher goals.

Living the brand

"We spent 6 million pound sterling for the re-branding campaign," Angela commented. "We launched the new brand during WTM last November."

Critical to the delivery of the brand experience is the people who actually work for/represent the brand. Studies have shown that a startling 66% of all customer defections are prompted by an inappropriate attitude on the part of a person representing the brand ie. staff like cabin crew on the plane or tellers in the bank.