My bread and butter are still providing social media training and consultation and I have been doing that for close to a decade.
But a couple of years back, I decided that I should stop selling social media. I still run Kumeiti the social media and training agency but had scale down the marketing to the extent that I do not even update the website anymore!
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I started building OnCoffeeMakers.com.
What I had done runs contrary to the positioning theory and general marketing mechanics. I confused people in my social media seminar when I gave out OnCoffeeMakers.com name cards. Clients that sought me for social media consultation were baffled when they looked at my OnCoffeeMakers.com name card.
I definitely lost them in the clarity department although I believed that I had won in certain areas. Here’s one of them. See if you agree with me:
The Blue Ocean?
I do not know if you consider this a blue ocean strategy but the social media training and consultancy market is very competitive.
There are bestselling authors, marketing gurus and of course big marketing companies. I once went for a government tender briefing and was shocked to find more than 50 companies pitching for it. I said more than 50 because the room that they had prepared for the briefing was so crowded that they had to open another room, for all I know it could be close to 100.
I realised that I need to have a domain to build up my skill sets. After evaluating my assets (experience), coming from the FMCG background, it was most natural for me to find my niche in the F&B industry.
And if you think about it, The Food & Beverage sector is actually the industry that is doing the most marketing, e.g. 1 for 1 deal, lunch specials and free ice cream giveaways.
Read more about how I go about building my story in the Food Services Industry.
Now, I get invited to speak in F&B and FMCG conferences that focus on digital and social media marketing. I am in no way better than a lot of marketers, it just happens I am able to relate better to practitioners because of the industry that I have chosen.
So, do you think I did something right?
Ebenezer Heng chairs and speaks regularly in F&B, FMCG and digital marketing conferences. He runs a community that reaches out to 0.5 million people. Lecturer in a Singapore Tertiary Institution and advises digital marketing for Organizations such as Singapore Chinese Chamber of Commerce, National Sports Associations, People Association’s constituencies.
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