Why I Stopped Selling "Social Media"? 

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: 


F&B Articles 

Cafe Scene in Singapore 2015

Singapore Cafes Reviews -Can they be Trusted? 

Location, location, location might be a myth! 

Walmart and Walter -The Power of Social Media

Importance of value pricing for Cafes In Singapore

Why Nescafe is still the Largest Roaster in the World?

Everyone likes Starbucks -here's why

Is your Cafe location an asset or a liability? 

Location myopia: why good anchor tenant might not be good? 

Measuring the Location attractiveness index. 

Social Media Crisis Management for Cafes in Singapore

What is a Brand Story?

Why I stopped Selling Social Media


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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Follow Oncoffeemakers.com's board OCM Cafe and cake shop guide | Singapore on Pinterest.
Singapore Cafes Guide AR

With Augmented Reality, you can "see" literally if the coffee machine can fit into your office or F&B outlet.

Posted by Ebenezer Heng on Monday, July 13, 2015

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