Value not mass!

Musings from Dennis #61: Value not mass! My boss organized this meeting with a popular fast fashion retailer that has global footprints and asked me to join in. The MD flew in from down under, stepped in and somehow the complimentary comment from my superior did not sound so! “We are really happy to want to partner with a mass market distribution retailer such as yourself”. “Hmm we would like to think of ourselves as a value retailer actually”. Using the right words matter. But this conversation is a result of a perception of who you are as a retailer. What messages are you sending out to the customer when they walk into your store vs the vision of who you aspire to be in the marketplace? Anyway we never heard from him since.

Pricing 3, 6, 9

Musings from Dennis #60: 3, 6 and 9. The sales supervisor at Takashimaya taught me this – the 3, 6, 9 pricing strategy works with customers. More so with the 9… so when we see a $29.90 price tag customers tend to round it down to $29 and think hey it’s below $30. A great psychological sales tactic! So great that I get fooled myself! And frequently too!

Yes You Can

Musings from Dennis #59: You CAN do it. I was 43 years old when I decided I needed to up my education ante and challenged myself to study and “go for it”. I wasn’t disciplined in my college days with so-so results so I had my doubts. I chose Counselling as it appealed to me, could help others, myself and also be able to apply at work (fellow classmates included HR executives, school principals..) The fees were not small too as I had financial challenges at that time along with a heavy work schedule that demanded regular business travels. The course demanded in-person lectures held over a super long 4-day weekend from Thursday every two months and group tutorials as well. I spent the other weekends writing out my 4,000+ word paper (18 to do over the course of 18 months), with all my research, text books and other papers spread out before me. Thankfully my wife supported me and looked after my boisterous 8 year old twins while I disappeared into the rooms to dig in. 2 years later, the family was witness to me going up to the podium to receive my Masters degree. More than just a personal achievement, I realized that if we put our mind to it, we can achieve anything – so get on with your personal goals this year. Like Dora the Explorer, you can do it too!

Ten

Musings from Dennis #58: TEN YEARS. 10 years ago this day of Feb 18 in 2013, I stepped into the Singapore office of Nickelodeon / MTV Consumer Products and began what was going to be a great, exciting and wonderful adventure that has yet to stop! After 16 years of handling Disney franchises it was not easy to make that mental move to the world of SpongeBob SquarePants, Teenage Mutant Ninja Turtles and Dora the Explorer at that time. I recall getting flak from my new colleagues in my first 6 months: Typing Mickey instead of Mikey, saying Disney Junior instead of Nick Junior et al.. My first trade presentation barely 2 months into the job saw me memorizing and internalizing everything there is to know about the properties we represent. The Singtel (a Singapore telco) head who was ex-Disney Channel found it hard to see me in an orange tee with the words “Nickelodeon” across my chest. My former licensees came over to express how hard it was for them to hear me say Dora and not Pooh… all those memories. I did know exactly how to do my job, just that the information was totally new to me – but this baby alien was going to grow and grow and 8 months later I took full charge. Top of mind was to add value to the business and not just be pedestrian. I believe I strongly delivered and continue to do so. I am just so grateful to the generous and open hearts of the Singapore, Hong Kong, Japan, New York, London, Sydney, Mexico City and Miami team mates who opened themselves to me and made me feel absolutely welcomed. It is a gift from such an incredible company (now called Paramount Global) that pays forward – so if you are new and reading this, please allow me to show you around!

Peacemakers

Musings from Dennis #57: Peacemakers! Sometimes licensors become the go-between to make amends between retailers and licensee wholesale suppliers. My colleague and I once had to make a trip to KL to resolve an issue which was franchise driven but predicated on this retailer buying in the brand. We knew that distributing our apparel for this franchise in this banner would cover many doors, reach our right target consumers and help drive our aggressive growth forecasts. But we found out that there was no availability to open an account and list our brand in the store. Helpfully the retailer suggested that we prove our brand’s worth by participating in a short term members’ discount day. The licensee agreed but to our dismay they changed their mind because the retailer was asking for a hefty price off and the licensee decided it was too much to bear in terms of the trading margin. Here we are at the buyers’ room sitting with both of them on either side of us. I found out that day that asking the right questions would get us to where we want to go.

“So is it correct that this retailer is asking for all that discount from you?”

Yes they are.

“Dear retailer is the right understanding as well?”

Correct.

“Dear retailer are you asking for everything from the licensee to be on discount at 70%?”

No I did not.

By now, eyebrows were raised and eyes lifted.

“So let’s say if just one SKU goes at 70% and in very limited quantities, would you accept this offer and bring in our licensee?”

Yes I would!

“Licensee, if this is the case are you prepared to come in but sell the rest of your items at the normal price-off discount?”

Yes I don’t mind, I thought they are demanding that my entire stock has to go 70% down.

To which the reply from across the table “I never said “everything”. I just needed one or two incentives to draw customers to your displays and create a sale demand for us both”. (heard of the acronym ASS-UME?)

That day Cinderella, Ariel and their bevy of fellow Princesses found a new home.. and they all lived happily ever after. 

He Met Mickey

Musings from Dennis #56: Heartfelt memories. I have just been reminded of this story of more than ten years yet still warms my heart today yet with a tinge of sorrow. Back in the Singapore office, I received an email for help. A little boy living in Petaling Jaya Malaysia was suffering from Leukemia and had a wish to visit Disneyland but he was not suited for travel. It just so happens that our Disney On Ice show had just wrapped up and about to leave Kuala Lumpur. A few calls found that thankfully the cast and crew had not left yet and they were so game and supportive of the idea for Mickey to go visit that boy in his home. Photos I received showed me that he was so pleased to meet and hug Mickey Mouse in his own living room! How this trip got pulled off was simply amazing and I salute that DOI crew indeed for taking time off their own free days to do this. Sadly a few months later, the news came that this little boy had passed away. So for my readers, if there are times where you need to stop and help someone, please do it as it could be the only time you get to enrich somebody else’s life meaningfully with the work you do, no matter how short that life is.

Saved Money!

 Musings from Dennis #55: I really loved working at Takashimaya in those beloved two years because I got to do different things to bring in shopper traffic, had a nice marketing spend budget, and loved meeting people at the shop floor despite some “customers from hell”. But the pull and offer of opportunity from Disney Consumer Products was too much for me to ignore, even when it meant I had to downgrade from my last position as Manager to take up an Assistant Manager post. One of the funny things I psyched myself for the new job was to tell myself how much money I would save leaving Takashimaya. It’s true! Seeing prices of men's wear, ties and household stuff discounted on the shop floor was irresistible to me (yes the price-offs were genuine) and I recall hardly saving any money – a victim of my own scams.. er shopper marketing strategies and mechanics (ahem!)

"I’m happy my darling"

Musings from Dennis #54: One of the reasons I get so driven for any onground activations or experiences is the magic and memories we get to create for families, friends and lovers. Moreover it really is the brand connection and the emotional touchpoints we create with the IP we represent that seals our relationship with our consumers – from Sentosa to Takashimaya to Disney and now Paramount.. A few years ago I was checking to see how the PAW Patrol mall stage show was doing at City Square Mall Singapore, when I noticed this tall and burly man standing at the side of the audience area (reminded me of Dave Bautista, the actor). What was a person like him doing here? I then realized he was standing outside the cordoned seated area and his family must be seated inside enjoying the show. It was later at the meet and greet sessions that the same man appeared to be at the exit, waiting just in front of me and then I saw this – his wife and little daughter (no more than 3 years old) finished the session with the pups and she ran into his arms as he squatted down to enfold her. He softly asked “Are you happy darling?” to which she replied yes yes. He then said “If you are happy then I am happy”. A sigh of wonder... So kudos to anyone here whose work involves any onground activation, theme park, themed hotels, location-based experiences, ice shows, live shows, mall events and instore promotions – you make it possible for lovers, friends and families to remember their time together in these moments and memories

I Need To Pee!

Musings from Dennis #53: Another business travel horror story (almost!). My mistake to drink before that hour long plus trip by cab to the Jakarta airport because my bladder was filling up real bad and the usual traffic jam or ‘macet’ happened. It got to be really bad and I could not hold it any longer. To make matters worse I wasn’t alone and my Disney colleague sat right over the other side of the car. I was really contemplating asking the car to stop by the highway when she went “Dennis if you stop to pee by the highway, I will tell the entire office!”. Oh God, I just gotta hold it. Thankfully we stopped by an office building somewhere after like forever and I ‘carefully’ ran out of the car. Thankfully I was able to say “Mana di Kamar Kechil” or “where is the toilet please” to the bewildered security guard at the reception who thankfully pointed me to the place (I remembered thinking in Cantonese after the release “syu fuk sai”). 2 lessons here for business travellers: know the local language for this very important question and try not to drink before a long trip to the airport!