The third instalment in a series of seminars jointly organised by Design For Enterprises (DFE) and the Association of Accredited Advertising Agents Singapore (4As) was held on 24 November 2010. Titled “Getting your customers curious and convinced”, the seminar aims to cover how one can reach out to customers effectively at different touch points in the customer journey of experience.

David Phey, Regional Vice President, TNBT Communications Far East accentuated the value of branding and provided a 8 steps brand management guide. Using local examples such as Raoul, Koufu and CYC, he demonstrated how a strong brand with clear promise and relevance is easily recognised and can add premium value.

Next, Taru Jain, Managing Director of XM Asia Pacific spurred the participants to think different and use digital smartly. The potential of digital goes beyond search and banner advertising. Social media platforms such as Facebook, Twitter and Youtube provide companies the opportunity to connect, engage, collaborate and innovate on new unprecedented levels. Success stories include Blendtech, Threadless and Keitai Shosetsu.

As the final speaker, Angus Fraser, Managing Director of JWT Singapore touched on 8 thought starters on how you can approach advertising to market your products or services. Providing a generous sharing of case studies, from how Hippo Snacks used Twitter and its fan base to track retail inventories to how customer service and advertising are integrated with Twelpforce, he drove home the point that there are many smart approaches to advertising that sells.

The seminar ended with a presentation by DFE on their programme, which aims to help Singapore-based enterprises leverage on good design to set them apart from their competitors.

Design for Enterprises is a national strategy created by a multi-agency cross-Ministry taskforce set up between DesignSingapore Council, International Enterprise (IE) Singapore and SPRING Singapore since August 2007, to synergise efforts to drive the adoption of design as a strategic differentiator and competitive enabler for Singapore-based enterprises to be more competitive. Government funding support of up to 70% of qualifying costs can be obtained under the Design Engage Programme from Spring Singapore.

More information on Design for Enterprises can be found at http://www.designforenterprises.sg/

More information on Design Engage programme can be found here.