Want some marketing insights?

Here a selection of articles/posts I published on LinkedIn.
You should definitely follow me there ๐Ÿ˜‰!


What I learned from creating a video for a client

Few months ago, I worked with Lactalis (Hong Kong), a French company specialising in dairy products with brands such as Prรฉsident and Galbani.  ๐–๐ก๐š๐ญ ๐š๐ซ๐ž ๐ฆ๐ฒ ๐ญ๐š๐ค๐ž๐š๐ฐ๐š๐ฒ๐ฌ ๐Ÿ๐ซ๐จ๐ฆ ๐ญ๐ก๐ข๐ฌ ๐ž๐ฑ๐ฉ๐ž๐ซ๐ข๐ž๐ง๐œ๐ž?  ๐€ ๐›๐ข๐ญ ๐จ๐Ÿ ๐œ๐จ๐ง๐ญ๐ž๐ฑ๐ญ ๐Ÿ๐ข๐ซ๐ฌ๐ญ. I was hired to create a 6-second bumper ad for Youtube to celebrate the 140th anniversary of one of their brands. Continue reading “What I learned from creating a video for a client”

Do you know your target audience?

To the question “๐˜ž๐˜ฉ๐˜ฐ ๐˜ช๐˜ด ๐˜บ๐˜ฐ๐˜ถ๐˜ณ ๐˜ฑ๐˜ณ๐˜ฐ๐˜ฅ๐˜ถ๐˜ค๐˜ต ๐˜ง๐˜ฐ๐˜ณ?”, it is FORBIDDEN to answer “Everyone”. ๐˜๐จ๐ฎ๐ซ ๐ญ๐š๐ซ๐ ๐ž๐ญ ๐š๐ฎ๐๐ข๐ž๐ง๐œ๐ž ๐œ๐š๐ง๐ง๐จ๐ญ ๐›๐ž ๐ž๐ฏ๐ž๐ซ๐ฒ๐จ๐ง๐ž. 1) because it’s not targeted! 2) because not everyone is interested in your product. 3) because it’s impossible to deliver a powerful message when you try to reach everyone.  ๐“๐ก๐ข๐ง๐ค ๐จ๐Ÿ ๐ฒ๐จ๐ฎ๐ซ ๐ข๐๐ž๐š๐ฅ ๐œ๐ฎ๐ฌ๐ญ๐จ๐ฆ๐ž๐ซ๐ฌ, not only in termsContinue reading “Do you know your target audience?”

The secret to doing your own PR

Today, I watched a replay of the Masterclass “The Secret to doing your own PR” given by Odette Barry [she/her] and Lynda Williams on Launchpad.  Although I understand the necessity to handle this “earned” channel as part of your marketing strategy, I must confess that PR is out of my expertise.  These are my key takeaways from this great masterclass: Continue reading “The secret to doing your own PR”

Leaflet is NOT dead.

๐‹๐ž๐š๐Ÿ๐ฅ๐ž๐ญ ๐ข๐ฌ ๐๐Ž๐“ ๐๐ž๐š๐. Sorry if my previous post was misleading.  Handing out a leaflet on the street corner does not work. We all agree on that. But in the right context, I do believe it’s the right marketing material.  ๐‹๐ž๐ญ ๐ฆ๐ž ๐ ๐ข๐ฏ๐ž ๐ฒ๐จ๐ฎ ๐ฌ๐จ๐ฆ๐ž ๐ž๐ฑ๐ž๐ฆ๐ฉ๐ฅ๐ž๐ฌ:  โžก๏ธ You are at an international education fair. You areContinue reading “Leaflet is NOT dead.”

Where is your audience?

Digital marketing is ๐ฃ๐ฎ๐ฌ๐ญ ๐จ๐ง๐ž ๐š๐ฌ๐ฉ๐ž๐œ๐ญ of your global marketing strategy. You can read that again.  And sorry for being a bummer, but to be efficient online, you still have to ๐ฎ๐ง๐๐ž๐ซ๐ฌ๐ญ๐š๐ง๐ ๐ฒ๐จ๐ฎ๐ซ ๐š๐ฎ๐๐ข๐ž๐ง๐œ๐ž(aka your market). There is no magic formula.  You shouldn’t ask yourself: “๐˜‹๐˜ฐ ๐˜ ๐˜ฏ๐˜ฆ๐˜ฆ๐˜ฅ ๐˜ต๐˜ฐ ๐˜ฉ๐˜ข๐˜ท๐˜ฆ ๐˜ข ๐˜ฃ๐˜ถ๐˜ด๐˜ช๐˜ฏ๐˜ฆ๐˜ด๐˜ด ๐˜ฑ๐˜ข๐˜จ๐˜ฆ ๐˜ฐ๐˜ฏ ๐˜๐˜ข๐˜ค๐˜ฆ๐˜ฃ๐˜ฐ๐˜ฐ๐˜ฌ, ๐˜“๐˜ช๐˜ฏ๐˜ฌ๐˜ฆ๐˜ฅ๐˜๐˜ฏ,Continue reading “Where is your audience?”

How to enhance your newsletter?

It’s not easy to write a newsletter, and obviously you want people to read it! Not only because it’s time consuming to write one, but also because it’s one way to drive new leads to your business. With that in mind, ๐ก๐จ๐ฐ ๐๐จ ๐ฒ๐จ๐ฎ ๐ข๐ง๐ฏ๐ข๐ญ๐ž ๐ฒ๐จ๐ฎ๐ซ ๐ฉ๐ซ๐จ๐ฌ๐ฉ๐ž๐œ๐ญ๐ฌ ๐ญ๐จ ๐ฌ๐ฎ๐›๐ฌ๐œ๐ซ๐ข๐›๐ž ๐ญ๐จ ๐ฒ๐จ๐ฎ๐ซ ๐ง๐ž๐ฐ๐ฌ๐ฅ๐ž๐ญ๐ญ๐ž๐ซ? Most of the time,Continue reading “How to enhance your newsletter?”

Save time – 5 tips when you post on Social Media

Social Media is the place to be when you run a business. But as an entrepreneur, it can be time-consuming. ๐‡๐ž๐ซ๐ž 5๏ธโƒฃ ๐ญ๐ข๐ฉ๐ฌ ๐ญ๐จ ๐จ๐ฉ๐ญ๐ข๐ฆ๐ข๐ฌ๐ž ๐ฒ๐จ๐ฎ๐ซ ๐ญ๐ข๐ฆ๐ž ๐ฐ๐ก๐ž๐ง ๐ฒ๐จ๐ฎ ๐ก๐š๐ฏ๐ž ๐ญ๐จ ๐ฉ๐จ๐ฌ๐ญ ๐จ๐ง ๐’๐จ๐œ๐ข๐š๐ฅ ๐Œ๐ž๐๐ข๐š: 1๏ธโƒฃ ๐ƒ๐ž๐Ÿ๐ข๐ง๐ž ๐ก๐จ๐ฐ ๐จ๐Ÿ๐ญ๐ž๐ง ๐ฒ๐จ๐ฎ’๐ฅ๐ฅ ๐ฉ๐ฎ๐›๐ฅ๐ข๐ฌ๐ก ๐š๐ง๐ ๐ฐ๐ก๐š๐ญ ๐๐š๐ฒ ๐ข๐ญ ๐ฐ๐ข๐ฅ๐ฅ ๐›๐ž. For me it’s twice a week – MondayContinue reading “Save time – 5 tips when you post on Social Media”

Fundraising – urgency triggers action

๐”๐ซ๐ ๐ž๐ง๐œ๐ฒ ๐ญ๐ซ๐ข๐ ๐ ๐ž๐ซ๐ฌ ๐š๐œ๐ญ๐ข๐จ๐ง. This is particularly true for fundraising. The question is why?  Last week, I witnessed an amazing fundraising campaign organised by HELP for Domestic Workers: 1200+ donors who have helped raise over HK$ 1.2 million in funds to support urgent assistance for our domestic workers. The initial goal was HK$ 300,000.  It was incredible, butContinue reading “Fundraising – urgency triggers action”