KUCHING: Eraman Malaysia is open for any promotional collaboration between the company and other corporations.
MEETING THE MEDIA: (From left) Eraman Malaysia operations supervisor; Gernal Tuto, Eraman Malaysia assistant manager for Advertising and Public Relations; Arnida Muhammad, Eraman Malaysia assistant manager for Advertising and Promotions; Dalia Ashari, Lee and Eraman Malaysia executive for Operations; Azmizam Noordin pose together during the meeting with the media recently.
According to the head of Advertising and Promotions division, Bob Lee, if the collaboration is of relevance and Eraman Malaysia perceived that it would make a difference, it was possible for the collaboration to take place.
“While any promotion is revenue driven, we also have to take care of our brand name and make it a point to be careful with the type of collaborations that we undertake,” said Lee when met recently at the Kuching International Airport.
When asked on the marketing channels that Eraman Malaysia was focusing on, he noted that the company followed a very integrated process by reaching out to create awareness through print publications such as magazines and the aggressively growing online media.
During the meeting, Lee highlighted that the company was currently holding two promotion campaigns; The Pinktastic campaign, which was an Eraman Malaysia initiated campaign that started from October to December and The CIMB Bank Smart Rewards campaign, a collaboration between it and CIMB Bank that would last until end of 2011.
He stated that the response to the Pinktastic campaign was very encouraging and there was a good response to the sales.
“The campaign actually gives a 10 per cent discount when a customer purchases RM200 and above. The RM200 entitles the purchaser to a voucher of RM20 and every subsequent RM100 spent entitle the purchaser to another RM10 voucher.
“This value-adds to purchases that travellers make and encourages further sales as well as doubles up as a goodwill gesture to our regular customers,” said Lee.
The Pinktastic campaign period saw between 15 per cent and 20 per cent increase in sales, which was what the company had estimated.
Lee revealed that fragrances and chocolates were the hottest picks during the campaign, as for the ongoing CIMB Bank Smart Rewards campaign, it was still effective at all the Eraman Malaysia outlets till end of next year.
“It is on a two-tier level, one is a 10 per cent discount for CIMB Bank Platinum, Gold and Classic credit cardholders while the other is a 15 per cent discount for CIMB Bank World Mastercard and Visa Infinite credit cardholders,” he said.
Lee pointed out that purchaser had to choose between the two campaigns as otherwise there would be an overlap.
“When negotiating any collaboration, we always look at two factors, one in terms of branding and the other is revenue generation. As rule of thumb, we look at a revenue rise of between 15 per cent and 20 per cent, anything higher is a bonus,” Lee revealed.
Based on the current two campaigns Eraman Malaysia would decide on the next course of action depending on the level of success. The collaborations were very much angled to co-branding where both partners got the synergistic advantage in creating a greater brand awareness that was mutually beneficial.
Most of its promotions were themed with the season in mind as these seasonal periods witnessed the highest volume of travellers in any given time.
“Therefore, when the multiplier effect kicks in, sales will naturally pick up and that is what we want to capitalise on,” he added.