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Running FingerTec Like A Publishing House
Wednesday, 18 June 2014
Wednesday, 18 June 2014 0 Comments
Who runs technology business like a publishing house? We do. Are you surprised? I bet so.
Back in 2005 when I decided to relinquish the non-performing publishing business unit in a subsidiary company, the editorial team was transferred to FingerTec to take charge of the brand’s branding activities and the websites. The team comprised of a few writers, editors and graphic designers.
The aspects covered include conceptualizing what type of photos are the ones that needs to be taken, the product copy and selecting the images that best portray the product. Being a stickler for details meant putting in a large amount of effort to revamp the image of FingerTec products. From the then plain and banal brand, it has now metamorphosed into a sophisticated brand that is known for products that are futuristic and user-friendly.
Today, that same editorial team fills some of the top posts in FingerTec. Norana Johar was promoted from sub-editor to Chief Operating Officer and Tamy Phoon to Senior Sales Manager. Even after almost a decade, we still carry on the business like running a publishing house and we are proud of it.
Through the writing processes and editorial workflows, we introduced our monthly e-newsletter since 2007 as our marketing tool, which has lasted for seven years now. For the past three years, we have been introducing our Annual Magazine to be distributed globally through exhibitions and our clients. All this can’t be achieved smoothly if we have a team that doesn’t write.
And in this business, website is king. Some people might disagree with me looking at many of those who are using websites to simply list their products and technical info, alongside their company profiles. But, to think that we would just settle for simple information on the website is just plain wrong. Of course the objective is not as easy as that, the target was to make it as comprehensive and as interactive as possible for our clients who indulge in finding information. Who would be better suited for this task? Definitely the editorial team cum marketing that does not only know the inside out of our products, but also understand the need to market them right.
From our experience, in order to maintain a dynamic marketing strategy as a driving force for the business, our editorial team definitely is the answer.
Who runs technology business like a publishing house? We do. Are you surprised? I bet so. Back in 2005 when I decided to relinquish the ...
Customer Engagement: Rule 1-2-1
|One of these words will score big|
|I think i prefer to be serviced|
Engagement to Self-Service
Rep: Hi Sam, I’m contacting you because you recently registered for our one-day free course.
Cust: Thanks for contacting me, I did have a look at your website and am wondering what the cost would be to sign up for the full 7 day course?
Rep: No problem Sam, you can find our course fees here at www.coursefreeprice.com.
Cust: Thanks. And what topics will be covered in the course?
Rep: I’m not in the Department that handles the training, so I wouldn’t be able to give you accurate information, but you can find all the topics we cover at www.coursefreetopics.com
Rep: Hi Sam, I’m contacting you because our records indicate you have shown an interest in our 7-day course by registering for our one-day free course? Can I help you with making a decision?
Cust: Thanks for your email. I had a look at your website and am wondering how much the 7-day course is going to cost me?
Rep: No problem Sam, well, our 7-day course is $10 a day for a total of $70 over 7 days. If you’d like to read more on the costing, you can visit www.coursefreeprice.com or let me know.
Cust: Thanks for the information. So for $70, what topics will be covered?
Rep: The primary focus of our course will be on “Customer Engagement”. However as I’m not in the Department, I won’t be able to tell you what other areas are going to be covered. Let me speak to the appropriate Department and I will get back to you?
|Are you ready to be engaged?|
To reject the notion that the impact of social media’s utilization within businesses has played a pivotal role in our worl...
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