In this Lens episode, we sit down with Lucie Wong from MOVE Partners – a specialised marketing agency targetting high-stakes businesses such as real estate companies.
We discuss how her company came about and quiz her on the differences between FMCGs (Fast-Moving Consumer Goods) and high-stake products. Lucie explains that FMCGs items are everyday items that usually involve emotional buying and marketing, citing Coca Cola as an example. Products sold by high-stake businesses usually involve a thorough and logical decision-making process where a customer has to understand the goals and risks of their investment. She highlights how companies must take different approaches depending on the kind of product they sell.
While many decisions are dependent on each business situation, Lucie has three general tips for promoting properties and high-stake business
> Understand the Impact of Your Product
> Focus on Content: Articulate a Boring Product Creatively
> Focus on Media Buy
Lucie doubles down on the importance of using media to persuade potential buyers and provides important strategies to advertising more effectively. She suggests talking to customers (never skip this step) and keeping track of every single piece of data. She acknowledges that some firms may harbour concerns when trying Avante-Garde advertising methods, and advises them to never spend money on an inexperienced team or bad advertising idea.
Grab your notebook, find a pen and settle in for a watch to catch the deeper nuances of Lucie’s experience.
▶ About the Guest:
MOVE Partners is a specialized advertising agency started by Joseph Wong and Lucie Wong. They focus on helping specialist clients level up their advertisements for high-stake products. Joseph is an advertising industry veteran and Lucie Wong has extensive experience in the property industry and high-tech products, having handled marketing both globally and in the mainland Chinese area. MOVE partners has worked with over a hundred of the world’s best brands including AIA, Cathay Pacific, Xiaomi, acer, The Economist and more.
▶ Connect with Guest:
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