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[New Retail + New Platform] Chapter 9- Marketing Innovation
Jan 14 / Charlotte Liew
Senheng approaches marketing like no other in the industry. Rather than simply focusing on price-oriented sales campaigns to customers, Senheng’s marketing strategies encourage the in-built desire to shop in customers. With this in mind, the company has a clear view on what type of marketing strategies to adopt. Customers on the other hand, keenly anticipate such campaigns rather than feeling “sold to.” Let’s take a look at some of Senheng’s most loved marketing campaigns, and why they work. Senheng’s most loved campaigns of 2018. Senheng 29th Anniversary Campaign. The much anticipated Senheng Anniversary Campaign is a key highlight for Senheng PlusOne card members. During this campaign, the company presented a total of RM10 million worth of vouchers up for grabs, with ten of the latest and most sought-after smartphone models to be won in lucky draws too. Shake! Shake! Shake! For Ang Pow. Chinese New Year presents one of the best opportunities for companies to make memorable marketing campaigns. One of Senheng’s 2018 highlights was the “Shake! Shake! Shake! For Ang Pow” event. Customers enjoyed a fun lucky draw-esque activity where customers shake their mobile phones to receive digital ang pows. In total, Senheng distributed 88,888 ang pows with a cash voucher of RM50 in each. World Cup “Football Time” Event. The World Cup event in 2018 was an exciting period for sports fans around the world. With football being a particular sport of interest for many Malaysians, Senheng launched the “Football Time” themed event, giving away four Ferrari footballs to Senheng customers who spent a minimum amount in-store. “Jurassic World” Free Trip to Hawaii. With the iconic release of Hollywood blockbuster Jurassic World: Fallen Kingdom, Senheng held a special promotion for movie fans, sending ten lucky customers to the actual filming location in Hawaii! On top of this, customers could also win free passes to screenings of the movie. AEON Easy Payment Scheme Free Petrol Vouchers. Senheng also made their mark during 2018’s Hari Raya festivities. During this campaign, Senheng rewarded customers who pay through AEON Easy Payment Scheme with free petrol vouchers. This was the first of its kind give-away among the home appliances retailers and it was extremely popular. All Inclusive Marketing Plans Marketing campaigns from a CSR viewpoint. If you’ve followed along with us in our seventh chapter of New Retail + New Platform, you’d know about Senheng’s CSR initiatives across the past two decades. Two birds can be killed with one stone when companies utilise CSR campaigns for the marketing opportunities they present. Some of Senheng’s most memorable CSR marketing campaigns include: “I Love Panda” sponsorship I Plant A Tree with WWF Title sponsorship of the Malaysia Purple League Joint collaboration marketing campaigns. Why be selfish when it comes to your marketing strategies? Senheng is a huge proponent of joint collaborations, which help to promote business partnerships with suppliers, financial institutions and other organizations. One example is the PlusOne Citi loyalty program, which successfully recruited nearly 9,000 new PlusOne Citi members. The PlusOne Member Carnival is another event held three times a year, providing members with attractive rewards through PlusOne points. Stay traditional, or go digital? In 2018, Senheng’s advertising budget amounted to a whopping RM10 million. This budget was distributed across various channels including print media, TV stations, radio, in-store advertising and of course - social media. Seamless usage of both traditional and digital media is a key aspect not to be overlooked. In two surveys conducted by Senheng, customers’ most preferred communication channel from mid-2018 to mid-2019 changed from email to the Senheng app. The popularity of Senheng’s app increased 44.2% within a year’s time! Other strategies used by Senheng to test the impact of their digital marketing efforts include: Product promotion via Facebook’s digital advertising links. Usage of Facebook’s location-based marketing to lead customers to nearby Senheng stores. E-commerce and in-store surveys to glean consumer sentiments on recent marketing and advertising campaigns. With this in mind, companies should understand that planning and executing marketing strategies may set the ball rolling - but clever studying and interpretation is ultimately the key to marketing innovation. Fast forward to 2020, Senheng has completely cut traditional media from its marketing channels, fully investing into digital marketing