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: 


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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.


Training Programs

F&B Training Product Creation  - You will be able to find a wide array of angles on how to create value for your products

F&B Revenue Generation - Learn about price framing, menu creation as well as the infusion of technology to widen your profit margin. 

F&B Marketing - Location does not work so well these days. It is critical to position one’s brand story to maintain a healthy level of traffic and sales. 

Learn more about our F&B training program 

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

Featured coffee brewing method: How to prepare V60 Coffee

Previously: Making Coffee with a Coffee Sock

Recent Articles

  1. ARISSTO Smart Capsule Espresso Machine | Malaysia, Selangor

    Nov 25, 20 03:33 AM

    ARISSTO developed a new and sophisticated generation of Smart Capsule Machine simple and easy to use. This unique Italian machine with diversity to

    Read More

  2. Coffee Machine Malaysia | Koyo Coffee Machine | Selangor

    Nov 24, 20 02:15 AM

    Coffee Machine Malaysia distributes coffee machines manufactured in Japan, ISO-9001 certified lifetime warranties. The machine guaranteed to make quality

    Read More

  3. La Marsa Coffee Machine Company | Dr Coffee F11 | Petaling Jaya, Selangor

    Nov 23, 20 03:28 AM

    Lamarsa Coffee Machine Company in Malaysia is both a retailer and distributor of a wide range of specialty coffee machines and accessories. They have

    Read More

Featured: Office Coffee Machines

Follow Oncoffeemakers.com's board Office Coffee Machines | Singapore on Pinterest.

Do check out other cool boards such as the one all on how to make coffee and drip coffee.


Coffee Workshops Schedule

Free Coffee Workshops (Multiple Dates available) on: 

How to make coffee without coffee maker?

How to buy the best coffee beans online?

30 most asked questions about coffee on Google


Food and Beverage (F&B) Articles 

Sustainability Practices in Food Service 

3 Free Restaurant Marketing Ideas 

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

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