Monthly Archives: May 2011
For our integrated marketing communications assignment, my schoolmates and I examined how TOMS Shoes employed cause marketing as their main vehicle of publicity, and how this eventually led to sales.
There was no better way than to actually practise what the company preaches as one of their key annual activities – to go one day without shoes. At least, that’s what it challenges all its existing and potential consumers. TOMS’ business strategy is simple – you buy a pair of shoes from them and they will give another away to an underprivileged child in a third-world country. A remarkable and novel idea, really.
In our detailed analysis of this tactic, we’ve discovered that there are brilliant brains behind TOMS, from its founder Blake Mycoskie, to its sales staff, and to its interns (better known as Agents of Change – ostentatious but unique no doubt). And we’ve observed that they’ve left no stone unturned – everything that can be used has been used and their marketing strategy is one of the best we’ve seen of any footwear company, by far. It’s almost fool-proof and fail-proof; it’s so comprehensive that we’ve struggled to make recommendations to improve it. We take our hats off to TOMS Shoes.
That was until two of us (Melodie Lee and I) actually decided to go barefoot in Singapore for a day. And so it was, our very own one day without shoes. It was then we discovered the few weaknesses of such a tactic. I will share bits of it as I record my thoughts of this radical experience.
Attempting an against-the-norm feat is always easier when you do it with someone else. Melodie and I felt somewhat comforted and empowered by each other’s participation; knowing that we weren’t going to do this alone provided an impetus for the actual deed. I left home excitedly and I was curious to see the different reactions I’d receive from strangers and bystanders alike.
Coincidentally, I left home with my sister and met my mother en-route to the bus terminal; both thought that I was crazy and had my safety at the forefront of their minds. And as expected, my sister wasn’t too keen on walking beside me simply because it was weird. “So paiseh”, she stated. Funnily enough, that actually affirmed my decision more than deterred it.
I tried to behave as normally as I could. Of course I would avoid tough, dirty or wet terrain but I did not walk awkwardly or in embarrassment. I like doing radical things once in a while anyway, as my youths and peers would know, so standing out from the crowd wasn’t something that was all together foreign to me.
I arrived at our meeting point in Forum, drank a small serving of Caramel Latte from Coffeebean and discussed how we were going to capture people’s responses on film. And on my own, I intentionally recorded as many of these steps as I could through Twitter. After all, it was through social media that this campaign spread like a virus. As expected, I received a flurry of responses almost immediately on both Facebook and Twitter, from both friends and acquaintances. And just as I had expected, the attention waned as dramatically as it had built up as the day progressed, despite my regular pictorial updates.
Hence it leaves me to conclude that a wholesale dependence on social media has its own limitations. Perhaps it’s because I’m not a celebrity with an enormous reputation, but isn’t viral marketing all about the word-of-mouth from the man on the ground? It’s short-lived at best; my network’s interest in my adventure sustained for a couple of hours and my own interest was roused for a day at most. My mini-campaign was as current and newsworthy as the next 160-character tweet by a teenager about where he was or what she was doing. How effective could this method be for the long-run then?
I hereby propose that social media is only good for initial awareness but not prolonged interest.
One talking point in my day without shoes was when I nearly lost my right big toe. I am so used to everyday-walking that it slipped my mind the importance of literally watching my next step. It was a near-death experience (haha pardon the drama-mama) and my odynophobia caused me to visualise a severed foot. I still cringe at the thought of that near-mishap and I understood why Crocs encountered a safety issue with their footwear – people are negligent because they take things for granted and when they think they can depend on what they are used to (can’t help but to think of Psalm 119:105).
There are only two retailers in Singapore that sell TOMS Shoes and we had to visit one of course. It was a disappointing experience to say the least. We all thought that this could be one of the greatest flaw in this otherwise great company. A retail shop is quite possibly the most appropriate touch point for a fashion product (to see and touch the actual shoe and try it for sizing) and interacting with the sales staff left a horrible taste in our mouths; they were apathetic, ignorant, uninvolved, not helpful and unnecessarily rude.
While this reflects more badly on the reputation of the shop, it indirectly impacts a consumer’s attitude towards TOMS; you cannot help but think that TOMS did not conduct a meticulous screening of their franchisees or provide them with sufficient product training. Their unacceptable service became a fundamental failure in representing the goodwill that TOMS have existed to create all this while. After all, we’ve observed that intimate interaction with consumers is one of the keys to their outstanding business model.
We started our barefoot adventure at 3pm but by 6pm the novelty of this activity had already worn thin on us. We were no longer amused by people’s stares or consciously thought about what we were doing. I asked Melodie, “Are you even thinking about the children in Africa without shoes to wear?” Our answers to that question was synonymously negative. Perhaps we were inadequately prepared for this activity, throwing ourselves in without much fanfare (like posters or tee shirts) or perhaps we didn’t do it with an entourage. But honestly, the thought of doing this for the less-fortunate and under-privileged probably crossed our minds only once, and for a fleeting moment.
While those kids suffered from inevitable abrasions, we sampled invited attention; while those kids struggled to go to school, we savoured what it felt like to do something cool; while those kids survived on a single pair of shoes for years, we stepped into shops that sold enough shoes to last a village for years. How effective then, is this campaign to actually help those kids?
I began to question the integrity of this apparently fantastic movement and I couldn’t help but to conclude that cause marketing should only be employed for the short-term and not to be exploited for the long-term.
I’ve written these thoughts on my way to school and during lecture itself. Honestly, while going without shoes was fun while it lasted, I cannot be bothered anymore about how this makes me feel or what message it sends out because the only entity that benefits from this seemingly out-of-this-world initiative is the company itself. Based on my experience today, I scribbled down five recommendations that may make TOMS Shoes a tad bit more successful and perhaps, less suspect. We will propose them at our presentation next week.
As with many things in life that the world offers us as a tradeoff for satisfaction, it can feel good at the start but it is still hugely inadequate and empty eventually. “Vanity of vanities! All is vanity”, as King Solomon famously philosophised. The words of the Psalmist Asaph resonates in my head: “You’re all I want in heaven! You’re all I want on earth!” (Psalm 73:25, The Message Bible.)
Oh, the temporal happiness of earthly pursuits and the heavenly void that we all need God to help us fill!
I’ll repeat it a million times – the height of revival is hidden in the heart for revival.
- Revival is not about a revival service but a repentant season.
- Revival is not about the attractiveness and charisma of Man but the anointing and calling by the Holy Spirit.
- Revival is not about awesome worship and lifestyles but authentic worship and lifestyles.
- Revival is not about becoming emotional and knowledgeable but becoming enlightened and knowing God.
- Revival is not about being loaded with the Spirit but being led by the Spirit.
- Revival is not about programme-driven praying but prayer-driven programmes.
- Revival is not about a group of radical young people but an individual who reveres God.
- Revival is not about observing and admiring the Word but obeying and applying the Word.
- Revival is not about cheerful fellowship that is happening but confrontational fellowship that is humbling.
- Revival is not about enduring sin and worldly values but eliminating sin and worldly values.
- Revival is not about conversing about our spiritual condition but coming clean with our spiritual condition.
- Revival is not about the habits of our hands but the health of our hearts.
- Revival is not about redeeming a generation for eternity but returning to God everyday.
So whether you understand revival or not, or whether you’ve experienced it or not, you must remember that the height of revival is hidden in the heart for revival. It’s from the inside-out, not from the outside-in! Don’t miss the point!
Please don’t stop your work here, Lord. Give us the power to understand Your love and help us to experience the love of Christ in our hearts! More Lord, more! Give us mighty inner strength through Your Holy Spirit so that we can continue to seek a daily revival! Start in our hearts, Lord!
We’ve had four weeks of Malachi and one J333 of anguish.
Up next, Always and Forever.
Lord, turn this revival service into a revival season for Your glory!
RIP, David Wilkerson. Your legacy is inspiring!
You are wrecked by stubbornness
Deserve no pity
You lie and you brag
There’s nothing in you but rags
Blinded without fear
Awake from your mess
Void conversations flood us
Your idle idol
Crash now and dilate
Maddening eyes soil my heart
The love is oppressed
I must now retreat
Hard labour awaits
Can you even feel?
Sloth will birth tragic answers
I shall choose silence
Patronise your ostension
We spiral downwards
Augmented our former bond
Loosely knitted fellowship
Your checkered flesh spooned backwards
Blank, vain, lost and gone
We are now finished
Your blame is now your folly
All that’s left of me
20th October 2007 | Joey Asher
It’s Mother’s Day! I’m single-dating her tonight and I hope that she would have enjoyed the food and the company of her favourite son (Ha!). And since I (think I) am a writer, I will of course blog about my mother on this day that rightly belongs to her.
Mummy, I know you’re reading this – I love you and I want you to know that I am immensely proud of you for raising Maisie and me. You have done a remarkable job with your limited resources and no amount of words will do justice to the sacrifice that you have put in. But I do hope that you will be honoured this way – because I respect and love you very much. 放心，我和妹妹会照顾你的！
I found the transcript of an email interview my mentor Peter Lim conducted with me. It was part of his article for Motherhood magazine. And I was hoping that this may turn out to be a good read. This document dates back to June 2006 – so what you are about to read is my perspective half a decade ago, when I was still in the Army. And I’d like to think I’ll probably answer these questions in the same way if I am asked again today.
Anyhow, I’m publishing the document as it is. Enjoy the read. (:
1. Do you mind if I title it (the article): “Our mum is a divorcee”? And you can send me a happy smiling picture of yourself and your sister?
>>> Ya, actually I do mind. Because I never saw her as a divorcee. So I don’t want others to think that we think of her that way. In my head and heart she’s one amazing super mother. She’s living proof that you can raise two kids properly without a husband and with income that could only make ends meet. Her sacrifice is second to none. Perhaps you could skew your title to something with sacrifice? I’ll leave the coining of the title to you then.
2. How old were both of you when your parents divorced?
>>> Maisie and I were 5 and 8 years old respectively when our parents officially divorced.
3. Did you know why they divorced?
>>> Over the years, many different reasons have surfaced; some were conventional ones like financial disputes and failure to meet expectations, but there are also a couple of reasons that I cannot share because it’s just too personal. Both our father and mother gave us different perspectives on why the marriage failed; and of course they absolved themselves of any traces of blame. When we were younger we couldn’t understand why, but now that we are older, we see a much clearer picture by piecing all these information together. We’d blame neither of them for what has happened – or we’d blame the both of them.
4. What were your reactions then? (Or were you too young to understand?)
>>> At 5 and 8 years old, I honestly think we were too young to understand. The fact that I existed in a single-parent family only hit me when I was 15 years old. It hit my sister too, but differently. I hated my father for not being around, for not lighting my path to manhood, for not disciplining me etc., etc. Kids who have their fathers by their side through their growing up years will never understand what I went through so I’d say to treasure your father – they are a gift from God to their children. My sister struggled with another set of hurts; once the apple of her father’s eye, she found herself “demoted” to second-best when my father remarried and his wife bore him a son. She was no longer daddy’s girl and not being able to approach our Papa like the loving father that he used to be that hurt her the most.
5. What do you feel is missing (if anything at all) from a single-parent family?
>>> Nothing is missing from a single-parent family. 3 is a whole number and not an odd number. Our mother has done such a remarkable job at playing different roles you couldn’t tell that we were from a single-parent home. It did help that we became Christians; in church, we’ve been blessed to have a lot of brothers and sisters, both young and old, to love and protect us. Our maternal and paternal relatives are also a closely knit group. Maisie and I were never lacking in any area.
6. Do you compare yourselves to friends who have both parents in their growing up years?
>>> Comparisons are inevitable. We look at “complete” families and although we are delighted for them, we also feel a tinge of envy. But we wouldn’t have traded our single-parent upbringing for an “ideal” family (by the world’s standard). Our family background has allowed us to experience things that some kids would never even imagine. It has made us stronger, wiser and certainly more independent than most kids. We are more aware of what’s going on around us and there’s this unmistakable drive that Maisie and I both have; I firmly believe this was birthed out of a unique upbringing.
7. In your parents’ case, was there anything positive in being divorced (from your perspectives, not theirs)?
>>> Our mother married our father when she was 20 years old. She had her firstborn at 22 years old. While it was common for women in the past to marry early, it also meant that she never had the chance to “see the world”, and had to care and provide for her own family at a premature age. The divorce allowed her to expand her horizons, social circle and of course the way she perceives things.
>>> For our father, as he was the initial custodian to us both, his life revolved around us. His first and last thoughts of the day were of and for us. He was quite an extraordinary father. However, due to circumstances, my sister moved in with my mother after a couple of years, and I followed suit after another couple of years. I believe my dad’s life picked up from there. To date, I’m not sure if the path he chose (to start another family) was what he desired, or what he needed to do to feel normal again.
>>> Both of them have become a very different person from who they knew each other to be.
8. What’s your advice to parents who are divorcing/divorced, in relation to consideration for their kids?
>>> Regardless of marital status, always be there for your children whenever they need you. Your children belong to both of you, not one of you. It is possible to raise good and sensible kids even if you are divorced, but it requires an intentional and active sacrifice. Time is the greatest gift you can give to your children. Your presence makes a difference in their lives so don’t let your absence become the difference in their lives.