The dawn of social media has made one thing very clear:
Communicating with your consumers is a two-way street.
Thing is, it wasn't social media which invented this. Social media simply highlighted it to such an extent that it is now an entire sub-industry in marketing.
No. The two-way street rule of thumb has been around for ages, and it was known by many names: CRM, service quality, customer feedback, etc. Brands that thrived with making sure this worked for them included Adobe (who listened and communicated actively with their core audience: creators themselves); Fox News (love 'em or hate 'em, they have a strong core audience base); Christian Science Monitor, Wikipedia and others.
And this is where Dubai failed. It has always been a one-way street. Dubai Inc.'s 'Board of Directors' would say something, and would be convinced that this is what the populace wanted. There has never been any way to give feedback except by 'lip service' links on government portals that used catch phrases like 'we want to hear from you'.
Yeah right.
Dubai almost made it happen with the Metro. Brilliant work delivering everything on 9/9/9. Wait...'everything'?
While promising that word, they instead released a 30% completed network, have delayed phase 2 by a year and a half, and are still struggling.
How is this a reflection of communication? The biggest consumer base for the metro was and still is Dubai's mainstream population of over 2 million. For 2 years, they waited believing Dubai is finally delivering the goods. And then this. Now Dubai has 2 million or so consumers who never cease sharing the negativity with their families and friends worldwide which could have easily been avoided.
Dubai doesnt' need bad press more than it has, but it just isn't learning.
Lesson: Put your mouth where your money is, and your money is in your consumers' pockets. Speak WITH them, don't talk TO them.
Solution for Dubai: Finish the metro quicker. And then brag about finishing the metro quicker. Highlight what you HAVE completed and make a big deal about it to your residents. They will then do the talking for you.
Sunday, February 28, 2010
Friday, February 26, 2010
The top 5 marketing mistakes of Dubai
So someone had to do it.
You know, I might actually be kicked out of Dubai for this, but on the flip side, I might even be commended.
Either way, it doesn't really matter. Everyone's thinking it, at some point someone would've said it in public. After Mishaal Al Gergawi's article which I shared in an earlier post, I think its safe to offer constructive criticism.
So here it is, the top 5 marketing mistakes I think Dubai made. Feel free to comment, and also feel free to provide your own criticism of my 5 choices. If you feel there are others, add them!
I'll be listing them one a day, just in case I think of something new to add.
Mistake #1:
Promising something and delivering something else
It all began not at the boom of the property era, not when Emaar promised to deliver the tallest tower in the world and not when Nakheel said it would create not one, but three palm shaped islands in the sea.
It began with the Dubai Shopping Festival over a decade ago.
Surprised? Not me.
I've lived in Dubai for 12 and a half years, and back in the day the DSF was the most awaited event for local residents and tourists from around the world.
Everyone wanted to win a Lexus a day, a million dollars and a another Lexus the next day!
But it didn't last. Dubai definitely is a shopping haven, but after doing it for so many years, the DSF hardly registers in anyone's mind worldwide and if it does, no one has the dispensable cash anymore to fly here and then buy here.
The Global Village has changed location 4 times. AquaFantasia (that water marvel by the Al Rostamani Group), DinoLand and the Bungee Jump are all gone and fondly remembered. People miss that.
Lesson: Make sure your idea is sustainable, then market it like hell. NOT the other way around.
Solution for Dubai: Bring back what people loved. You have an existing customer base that feels nostalgic, they WILL return. No one cares about the biggest mall. They care about how you make them feel (thank you Seth Godin).
You know, I might actually be kicked out of Dubai for this, but on the flip side, I might even be commended.
Either way, it doesn't really matter. Everyone's thinking it, at some point someone would've said it in public. After Mishaal Al Gergawi's article which I shared in an earlier post, I think its safe to offer constructive criticism.
So here it is, the top 5 marketing mistakes I think Dubai made. Feel free to comment, and also feel free to provide your own criticism of my 5 choices. If you feel there are others, add them!
I'll be listing them one a day, just in case I think of something new to add.
Mistake #1:
Promising something and delivering something else
It all began not at the boom of the property era, not when Emaar promised to deliver the tallest tower in the world and not when Nakheel said it would create not one, but three palm shaped islands in the sea.
It began with the Dubai Shopping Festival over a decade ago.
Surprised? Not me.
I've lived in Dubai for 12 and a half years, and back in the day the DSF was the most awaited event for local residents and tourists from around the world.
Everyone wanted to win a Lexus a day, a million dollars and a another Lexus the next day!
But it didn't last. Dubai definitely is a shopping haven, but after doing it for so many years, the DSF hardly registers in anyone's mind worldwide and if it does, no one has the dispensable cash anymore to fly here and then buy here.
The Global Village has changed location 4 times. AquaFantasia (that water marvel by the Al Rostamani Group), DinoLand and the Bungee Jump are all gone and fondly remembered. People miss that.
Lesson: Make sure your idea is sustainable, then market it like hell. NOT the other way around.
Solution for Dubai: Bring back what people loved. You have an existing customer base that feels nostalgic, they WILL return. No one cares about the biggest mall. They care about how you make them feel (thank you Seth Godin).
Did You Know 4.0
And here it is, the final video upload of today, tying in straight to Click 4.0 - The Digital Marketing Event for the Middle East.
www.clickmarketingsummit.com
Social Media Revolution
Some people still feel that social media is a fad, a 'new toy' for 'those teenagers', something that'll be gone once the 'next big thing' comes along.
Forget it. This IS the next big thing and its now a part of your life, whether you like it or not.
My advice? Get with the program. Because even if you want to ignore it, its not going to ignore you.
Remember that friend of yours who never wanted to get onto Facebook? He's on there now. How long will it take you?
Wednesday, February 24, 2010
Facebook Arabia
So I was at the launch of Facebook's Arabia advertising presence.
They've partnered with Connect Ads which is a group that's in partnership with MSN.
MSN and bing are really going forward with Facebook aren't they? Lets see how Google retaliates.
Anyway, how it works for Arabia based advertisers and brands is that if they want to advertise on Facebook more than simply buying a banner or side panel, they can contact Connect Ads which is basically going to specialise in offering the different solutions Facebook has.
And boy, do they have solutions! I loved the case studies Mark Cowan of Facebook was going through, especially the Virgin Airlines, McDonald's, Dove, Starbucks ones.
Lesson learnt: Facebook is like Steve Jobs - constantly thinking.
They've partnered with Connect Ads which is a group that's in partnership with MSN.
MSN and bing are really going forward with Facebook aren't they? Lets see how Google retaliates.
Anyway, how it works for Arabia based advertisers and brands is that if they want to advertise on Facebook more than simply buying a banner or side panel, they can contact Connect Ads which is basically going to specialise in offering the different solutions Facebook has.
And boy, do they have solutions! I loved the case studies Mark Cowan of Facebook was going through, especially the Virgin Airlines, McDonald's, Dove, Starbucks ones.
Lesson learnt: Facebook is like Steve Jobs - constantly thinking.
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