The Marketing Agency Talk

Recently, I wrote in an earlier post that we got a windfall from our finance department. Finally, we were given some moola to get proper shades to block out the glaring afternoon sun that’s facing the creative room. The creative folks were thrilled, naturally. However, an attempt to DIY caused them to break a secretary chair. Either the guy standing on it was too huge or the chair was bound for retirement and expiry. Whatever it is, a replacement was needed.

Being the online creature, our art director started surfing Office Furniture sites to find one that fit the decor and the budget. He then announced happily that he found his ideal piece. So, I found it odd that he sent an email to all of us to check out the website of Saxen Business Centre. What for? He already ordered his chair. Curiosity made me clicked on the link and I was led to this interesting article on Office Chair Safety Tips . I found out 3 things that I didn’t know previously:

• Look for office chairs that have a 5-legged base.
• Every 6 months or so, make sure all the parts of the chair are tightened to ensure stability
• Don’t overwork your chair. Chairs in medical institutions or in other locations that are used 24 hours a day, get three times the use of a normal office chair. Inspect and maintain those chairs at least every 60 days.

In marketing, we talk about differentiating. Most furniture stores will advise us on the different types and functions of the furnitures and peripherals. Some will offer related services such as interior design, upholstery service, stationary, lightings, decorative ornaments etc. These are value add services that would be appreciated by busy customers. But what Saxen did is unusual. They added safety tips on top of interior landscape, office stationary, office accessories and screens and partition. Something essential but overlooked by both consumers and it’s own competitors.

This is what we called smart marketing.

Afternote: Marcel Mouly passed away on January 2008. So hold on to the originals if you are fortunate to own one or more of Mouly’s original paintings.

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