More or Less…

We’re well into the New Year. And everywhere I turn, the air of uncertainty smacks me in the face. I’m pretty used to uncertainties; freelance copywriting is full of unknowns, surprises and WTF-moments.

These days, the uncertainties are external. The impending GST, falling Ringgit and steadily ascending inflation have concocted an aura of economic doom and gloom here in Malaysia.

The signs ignored, voices hushed and belts further tightened.

The situation seems out of our control, with our captain-less ship at the mercy of global economic winds and undercurrents of mismanagement. We need to fend for ourselves; work harder, spend less and save more. Yes, I’m venting a little here.

But they say necessity is the mother of invention. In marketing communications, a flourishing economy and big budgets does not automatically translate to great work.

Less is More
Have less > think different > get results > put some clothes on…

I know, because I’ve worked on campaigns for big brands with big budgets; only to see the work often become needlessly complex and hopelessly off the mark. And when budgets are cut, it is used to rationalise ineffectiveness and less-than-desired results.

These days however, I work mostly for start-ups, entrepreneurial businesses and SMEs. They usually don’t have a marketing budget or even a marketing department. But what they do have is the willingness to try new things, allow creative incubation and exhaust all strategic avenues.

The money is then spent to expound and execute a good idea, and not to bombard the media with a scratched-up campaign hoping for a miracle.

Perhaps the economic doom and gloom presents an opportunity to revamp our preconceptions of marketing. In today’s marketing there are no set formulas, cure-alls or guaranteed results, brands need to spark conversations, have a social persona and navigate the wilderness of technology.

Budgets may be trimmed, but we’ve got to roll with the punches.

Less is more, more or less, yes?

Advertising Advertising

Look, I believe in advertising, especially since I’ve toiled in the industry as a copywriter for the past 15 years or so.

But I also believe some things should not be advertised.  While most products and services can benefit from incisive communication strategies coupled with compelling creative executions and targeted message dissemination; I believe those in the ad industry itself should not be advertising themselves.

In recent months, I’ve seen newspapers proclaiming that ‘print is the way to go’ and radio stations promising ‘increased sales’. And the fact that they are advertising in their own pages and airwaves seemed rather desperate.

Print Revenue Stats
The numbers don't lie. Ignore at your own peril...

Advertisers (or clients) will naturally go where there is a large audience. I think media owners should work on strengthening their audience base rather than proclaiming that their medium is a cure-all for communication conundrums.

It’s so obvious that the digital and social revolutions are giving traditional media – especially Print and Radio – stiff competition in terms of ad revenue. These traditional players must begin to realise that they cannot remain unchallenged and must improve on content and engagement, whilst embracing the future of communication.

It will take more than just advertising in-own-media to pry the ad Ringgits that are increasingly being channeled towards online advertising. And we all know that advertising a substandard product will only make it fail faster.

But then again, here are some interesting bits to chew on, based on a 2013 Global Survey of Trust in Advertising by Nielsen for Malaysia:

  • 72% of consumers in the country trust newspaper ads
  • Credibility of traditional advertising remains high compared to online paid media
  • Trust in digital ads such as online banners and social media hover at around 50%
  • Confidence in online advertising is swiftly growing, with ad spend forecast to touch US$34 billion in Asia Pacific by 2015
  • Word-of-mouth still remains the best form of advertising, at 86% trust level

So, while traditional advertising still plays a major role in ad campaigns and strategies, online advertising is fast catching up and cannot be ignored any longer.

Traditional media owners have realised this, hence the desperate attempt to advertise themselves. Only time will tell how long they can remain profitable while clutching to fading hopes.

And in case you didn’t notice, word-of-mouth is still and will always be advertising’s top performer. Maybe it’s wise to spark conversations rather than pour money down the media drain.

Go Online, or Go Under

More than 12 million Facebook users. National broadband penetration is over 80%. Almost 17 million total internet users. And how much are Malaysian businesses spending on online advertising?

A measly 1% of their total advertising budget.

A report released recently by Google and McKinsey & Co shows that Malaysian businesses hardly see internet advertising viable. In fact, Malaysia is placed at the bottom 10% of the 57 countries surveyed.

Cars on Key
You can reap unexpected rewards advertising online... kacching!

Look, I’m no advertising genius. But doesn’t this seem like a severe case of head-in-the-sand ignorance?

Just 10% of Malaysia’s Facebook population is still more than the total daily readership of The Star, which is at about 1.06 million.

But that’s not all. We Malaysians spend more time on the internet than on watching television or listening to the radio combined.

If you ask me, I think we spend more time online than even talking to our spouse, family and friends combined.

If anyone out there thinks online advertising is crap – it can be annoying if improperly executed though – here are 5 good reasons why you should take your next campaign online:

  1. Costs a fraction of TV, Print or even Radio ads
  2. You can measure results and effectiveness almost immediately
  3. Internet allows for almost pin-point targeting, bases on niche interests
  4. Those in their 20s and 30s are active internet users; a consumer goldmine!
  5. Almost 40% of purchase decisions are made on the net; making online presence critical

In times of dwindling marketing budgets and an ever-evolving consumer landscape, please feel free to double or even triple your online marketing efforts this year.

If you still want to spend RM40,000 or upwards on a one-time-only print ad (I’ve got some tips for that too) instead of a highly-targeted, response-oriented online campaign; then go right ahead.

Why It Cost 1.8 Million for 6 Facebook Pages

Here are the real secrets why the agency that developed the Facebook pages charged such a ridiculous amount…

  1. Because the client only opens 1 counter during peak hours
  2. Because the client went for coffee at 10.45am, then lunch at 1pm and the tea at 3.45pm
  3. Because they had to complete Borang FB/003/11, Borang FB/112/14A and submit along with photocopies of their IC, Audited Accounts and Birth Certificate
  4. Because the system was downlah!
  5. Because the Person in Charge Cuti Bersalin
Why 1.8 Mil?
The question is why they like to throw our money down the drain?

6.   Because the Nombor Giliran for today has finished
7.   Because this issue can only settle in Putrajaya
8.   Because the approval process takes at least 2 to 4 weeks
9.   Because someone wore a short-sleeve blouse

And the top reason why it cost 1.8 million for 6 Facebook pages *Drumroll*

10. Because each e-mail sent and received cost the agency 50 sen

If I had to go through all of the above, I’d freaking charge 2 million… per page! But for my dear readers, I’ll do it for RM59.95… interested?

Malaysia Ad Spend 2009

Advertisers in Malaysia spent RM5.9 Billion in 2009. That’s an increase of almost half a Billion from 2008, which was at RM5.5 Billion. Advertising spend is perceived to be a strong indicator of a nation’s economy.

Well that’s what the Malaysian Advertisers are spending, but are the consumers buying? It’s hard to tell really, because sales figures are closely guarded secrets, so there’s no way of knowing for sure. But for discussion’s sake, let’s say that we’ve managed to make people spend money they don’t have on things they don’t need quite admirably in 2009.

Think about it. Almost RM6 Billion. That’s a six followed by 9 zeros – 6,000,000,000! And why are advertisers spending such insane amounts of money? Essentially, it is in hope that consumers return the favour. Yes, so that consumers consume more and ‘invest’ in products and services perceived to be of better quality.

ADEX in Malaysia by Media (RM Mil)

RM6 Billion spent on Media by advertisers in Malaysia in 2009
RM6 Billion spent on Media by advertisers in Malaysia in 2009
Source: The Star, 2 Jan 2010.


Please note that the above figures are only Ad spend on Media. Meaning creative cost not included.

So how much do you think all the agencies in Malaysia charged their clients for creative work in 2009? Definitely not RM6 Billion I’m sure. And I wonder how handsomely my fellow creative workers have been compensated last year? Well, if all the money is spent on media, what left the agencies?

Maybe because spending on good creative and strategies were so little, it didn’t even merit a mention. I guess it’s the norm. The middlemen get the dough, while the fishermen get peanuts. And they complain there’s not enough creative talent to go around!

I want to look for a job in media.

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