Turquoise blue waters, snorkeling around the vibrant coral gardens and swords of colourful fish and of course lazing on a deck chair with your favourite drink and book on the white sandy beaches is what you would expect out of a typical retreat to the Maldives.
Whilst I sampled two days of just that at the Hudhuran Fushi resort last weekend, what really brought me in to the Maldives was to introduce Direct Marketing to its enterprising business community at the invitation of a former colleague of mine at PBN Direct.
To say I was skeptical on its reception to an unknown market was not far from the truth. But, I drew confidence from the fact that the Maldivian chapter of the Chartered Institute of Marketing was already set up thanks to the hard work of the Sri Lankan branch (who’s well attended dinner meeting I was fortunate to participate at). So, the challenge was to really illustrate how response marketing can work in this market with a limited media spread.
My hunch that it would hold many opportunities was confirmed even before I stepped out from the airport.
One of the leading mobile phone operators in the Maldives was smart enough to sponsor the embarkation card displayed at the airport counters. It had branded itself very prominently in the 4” x 5” space it had negotiated and called for action via its care line and email address however, in just 6 point at the bottom of the advertisement.
Having left our kids behind with their grandparents for two days the first thing that we had to do was to make sure we were contactable and we were grateful to have been reminded of this duty. Especially, considering our haste to catch the speed boat that was to take us across to the resort island.
As we rushed through the arrival gates, the bright colours of the local mobile operator caught our attention and we wasted no time in purchasing our sim card and loading some airtime on.
Guess what…the timely reminder advertisement in the embarkation form actually helped its own competitor who was well placed to meet us and the 50,000 tourist arrivals into the country, each month.
All of whom would have wanted to stay in touch with their families and business colleagues in these magical islands that could make you drift away. At a minimum US$ 7 to make a connection, it would hold a potential US$ 4.2m annual market through this particular acquisition channel only (although an allowance for repeat tourists would need to be provided for).
All what the 4”x 5” space should have said apart from the welcome message and some branding was to direct the holder to its own airport counter. A special offer of 10% extra airtime on production of the balance part of the card with even a little guide to its exact location could have made a difference.
When I shared this experience at the workshop to illustrate the relevance of response marketing to compliment brand marketing… the aahs! and oohs! confirmed that there was certainly going to be a direct marketing culture in the Maldives very soon. I must also say that I was very impressed by the entrepreneurial mind set and the well exposed Maldivian executives who interacted very well during and after the workshop.
Given the compact market in Male where almost everyone knows each other and could meet up almost within a 20 minute walk, One to One Marketing does have a huge relevance. There is no real postal service, but alternate media such as the courier boys and highly penetrated mobile user society gives ample opportunity. E marketing is used freely and I do mean ‘freely’. Targeting and technique will need to be adapted to very soon so that overkill on its use does not result in the loss of credibility and eventually, effectiveness…
…something that we back in Sri Lanka too need to be conscious of as an overdose of bulk mailers who flog a supposedly 100,000 email addresses for Rs 5,000/- is creating panic amongst consumer groups who really have the higher purchasing power. The last thing a reputed brand wants to do is to create an anti brand perception having invested considerable funds and years in building its brand.
All that damage in order to gain a quick advantage with these ill targeted bulk mailings that’s been sold hawker street style!
Returning back to the airport in the ferry I couldn’t help but notice that no company had identified the ferry service as an interactive direct marketing media to reach the thousands who commute in this popular mode every day. I can however sympathise with anyone who even attempts to read a flyer presented even in 24 point during one of the speed boat rides!
It still beats me as to how the Maldivian local mobile phone operator with whom I connected, wished me a pleasant stay in Sri Lanka as I disembarked in Colombo and reminded on the best way to call the Maldives from Colombo.
They certainly have stumbled upon the effective use of data mining!
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