10 Updates
The Night After Christmas
Photo Credit: Forbes Business

The Night After Christmas

Dec 25 2013, 12:05pm CST | by

‘Twas the night after Christmas, when all through the store, Every employee was working at an annual chore: The sale signs were hung by the windows aplenty, Hoping tomorrow the store wouldn’t be...

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30 weeks ago

The Night After Christmas

Dec 25 2013, 12:05pm CST | by

‘Twas the night after Christmas, when all through the store,
Every employee was working at an annual chore:
The sale signs were hung by the windows aplenty,
Hoping tomorrow the store wouldn’t be empty./>/>/>

The merchandise piled on every surface,
Arrayed and displayed for solely one purpose:
Since, by the branding consumers weren’t enticed,
The market required the products get repriced./>/>/>

When out on the parking lot arose such a clatter,
An employee sprang up to see what was the matter.
Away to the door, she flew like a flash,
No longer bemoaning the store’s lack of cash./>/>/>

The moon glow on the pavement proved
As illuminating as a video on YouTube.
Revealing to her inquiring eyes could it be
The architect of the brand’s engagement strategy?/>/>/>

The guy sneaking away was the company’s consultant,
Abandoning marketing failed, and sales untriumphant.
He’d delivered content, clicks, and views aplenty,
But left the store’s coffers shockingly empty./>/>/>

He was dressed all in black, from head to his shoes,
His clothes stylishly modern, a necktie refused.
Then, with a grand gesture and booming tone,
He announced loudly (thinking he was alone):/>/>/>

“Now Viral! now, Social! now, Awareness and Retention!
On, Creative! On, Catchy! On, seeking only mention!
The brand was made memorable, I won’t take the fall!
Didn’t they know it wasn’t supposed to sell at all?”/>/>/>

In a twinkling, the empty lot returned to silence,
No customers, no visitors, no interested clients.
Though as the guru adjusted his sleigh’s ropes,
She thought she heard him add “adios, you dopes!”/>/>/>

And she realized what had just occurred:
Image over sales her company’d preferred.
With money for salaries and benefits depleted,
This expert still got paid for having succeeded!/>/>/>

So what if consumers didn’t show they cared?
Paying for brand attributes they simply weren’t prepared.
Ev’ry abstract claim, all that clever stuff,
To prompt purchase behavior, it just wasn’t enough./>/>/>

Yet armed with ROI and a dashboard report,
The guru would go find other brands to extort.
In a season of spirited wishes esoteric,
He stayed the unquestioned Church of Branding cleric./>/>/>

As for brands like hers, left high and dry,
With very few options left to try,
And no time for more tweets or magic: you see,
Marketing after Christmas occurs in reality./>/>/>

So this annual righting of wrongs occurs,
A process of matching wants and needs endures:
Give consumers real reasons for them to buy,
Not content that produces likes and sighs./>/>/>

The staffer returned to repricing merchandise,
Ignoring the branding blather, to be precise.
Then the guru added, as if to her labor regale:
“Happy Christmas to all, and good luck with the sale!”/>/>/>

(with apologies to Clement Clarke Moore)

Source: Forbes Business

 
Update
10

7 weeks ago

RM47mil KWSG contributions still unclaimed

Jun 9 2014 7:54am CDT | Source: Business Times Malaysia

KUALA LUMPUR: About RM47 million of contributions in the Teachers Provident Fund (KWSG) still remain unclaimed, the Dewan Rakya ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
9

7 weeks ago

Gold shop lost almost RM1mil

Jun 9 2014 3:50am CDT | Source: Business Times Malaysia

KANGAR: A gold shop owner lost almost RM1 million after after the safe on in his shop was bro ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
8

7 weeks ago

Motion to debate MAS losses in Dewan Rakyat rejected

Jun 9 2014 3:39am CDT | Source: Business Times Malaysia

KUALA LUMPUR: AN emergency motion to debate the losses incurred by Malaysia Airlines last year, amounting to RM1.2 billion was rejected by the Dewan ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
7

7 weeks ago

MH370 Tragedy: Hisham: RM27.6 mil spent on 1st phase of SAR

Jun 9 2014 2:11am CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia spent some RM27.6 million in its first phase of the search operations for missing Malaysia Airline flight MH370, said Acting Transport Minister, Datuk Seri Hisham ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
6

7 weeks ago

9.1m litres of diesel seized in a month

Jun 8 2014 1:11am CDT | Source: Business Times Malaysia

PUTRAJAYA: The Domestic Trade, Cooperatives, and Consumerism ministry has seized some 9.1 million litres of diesel and property worth RM58 million since mounting ‘Operasi Diesel Selatan’ in the southern sta ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
5

7 weeks ago

Girl, 9, awarded RM2.78m compensation for medical negligence

Jun 6 2014 4:56am CDT | Source: Business Times Malaysia

KUALA LUMPUR: A nine-year-old girl who suffered brain damage during her birth at a government hospital was awarded over RM2.78 million in compen ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
4

7 weeks ago

Malaysia's total trade in April up 12pc

Jun 5 2014 11:52pm CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia's total trade in April 2014 rose by 12 per cent from a year ago to RM123.86 billion due to growing trading activities, International Trade and Industry Minister Datuk Seri Mustapa M ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
3

7 weeks ago

Works Ministry to spend RM20m for upgrading works at 50 accident black spots

Jun 4 2014 11:35pm CDT | Source: Business Times Malaysia

JOHOR BARU: The Works Ministry will implement upgrading works at 50 accident prone locations in the country that have been identified this year involving an allocation of RM20 million. ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
2

7 weeks ago

Najib launches loan scheme for Ramadan traders

Jun 4 2014 10:24pm CDT | Source: Business Times Malaysia

PUTRAJAYA: Prime Minister Datuk Seri Najib Razak today launches RM45 million Ramadan Ba ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
1

7 weeks ago

Residents bring up objection against Kidex to Suhakam

Jun 4 2014 4:49am CDT | Source: Business Times Malaysia

PETALING JAYA: A group of 20 Petaling Jaya residents held a meeting with the Human Rights Commission of Malaysia (Suhakam) over their objection against the proposed RM2.2 billion Kinrara Damansara Skyw ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 

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