(Where has our 5566 been?) This headline was published together with two pictures, one of 5566 and the other of F4. At the first glimpse, it gave the impression that 5566 is going to fade like the first generation Taiwanese boy band- F4. Further reading of the article really put me in great despair and an urge to stand up and shout, "I will always support you, Tony Sun Xie Zhi!"
Indeed, like many others, I have fallen for Tony Sun after the debut of their first drama series – MVP Valentine in 2002. At first, it was his look and charisma on TV that attracted my attention, but as time goes by, there is something in him that gave an added zest to my adoration for him. His journey to stand out as a star, his dreams, his determination to achieve his goal and his relentless care for his team have all made him a suitable candidate for us to name him as an "idol". My thoughts have not changed until now. It's just that it was my very first time feeling extremely sad for him. What happened?
5566 is going out of hand. A strategy has failed and it might put the band into a slippery slope. During this period of time (Past 6-8 months), Mr. Sun has been in China shooting his new film, Zax Wong has been in Taiwan shooting a drama series of his own, Sam Wong has been busy with his 183 club and Meng Zhe ( I don't know what he is doing). Lately, Zax Wong has announced that he was going to have a baby in November. On the surface, team leader and 5566 manager, Mr Sun, seemed to show that they are really happy about the incident. Yet, they knew deep in their hearts that this is a real slap in the face. Firstly, 5566 has already been losing fans that require constant assurance and entertainment from them. Their disappearance for this timeframe might not be able to retain the hearts of us, the impressionable teenagers, and face the ever-changing and cruel media. Moreover, with such negative reports, criticisms will arise and when people do not feel proud of them, many would turn to other artists. Die-hard fans would just be helpless. They can just watch and sigh.
If this really happens, Tony Sun's dream will be demolished. Their image now already requires a new change - with Zax Wong being an "unmarried Dad", the term "boy band" might not be so relevant. Well, I am here to support Tony Sun Xie Zhi. However, it would not be good to see 5566 tearing apart - it was my idol's wish to create a band that last. Could his dream ever happen? What would they plan to do next?
Failed Business Strategy
Being an artist is really about knowing how to do a business. It requires packaging, advertising and marketing. It involves risk. If one takes a wrong step, this business deal will fail. It would require much courage and effort to recover. 5566 has adopted a bad business strategy this very year, first with Sam Wong being in 183, next with Tony, an important and responsible team leader, being away for long, it is not surprising that Zax has the time to dream of wanting to fly on his own. It is really time for the two Suns (5566's manager and Tony) to sit down and reorganize their plan. The worst thing is - Tony is still not finished with his movie and he is even getting hurt physically.
Yet, Jia You lo!
Your die-hard fans,
Hiu Yan
Be true to your image- something I learn through time
If one spends a fortune on four colour, glossy brochures that tell people about your company, you want them to percieve that you run professional outfit that delivers quality good and servies. This goes the same for a media industry.
Similarily, if you deliver a quality product or service, your marketing materials should reflect this. One's image, reflected by advertising, should so 2 things
1) Convince people you are worth doing business with, and
2) Position you in the market
Whether you are at the top, middle or bottom of a price scale, your image needs to communicate that. If your image is not consistent and compatible with your pricing and your level of service, you are going to confuse and alienate your customers.
People do not just buy because thay are dazzled or blown away by what they see. they buy because they are convinced that you can do the job, deliver the quality and value they expect, and that your track record is solid.
Image of 5566 was an exemplary of a successful image created by the Taiwan's media industry. Yet, with the products beginning to deterior, consumers are buffled. Once they start scrutinizing into its truth value, it simply means that the very trust is lost. This is something that every businessman want to avoid.
Here are 5 tips from Patricia Fripp, A US - based executive speech coach and professional speaker on change, customer service and communication, which gave me those inspiring thoughts.
1) CLEAR INFORMATION
How easily can people understand what you are saying? People do not buy when they are confused.
2) QUALITY INFORMATION
A lot of marketers these days will send out " free information", "valued information" or even "money-making information", at no charge as a small sample of what you will get when you actually pay money.
3) QUALITY DESIGN AND PRINTED MATERIALS
The production values in what you do and deliver must match the quality of the marketing materials you send out.
4) THIRD PARTY ENDORSEMENT
Let others trumpet how good you are. There is no better way to convince people.
5) STRONG IMAGES
Compel your customers to imagine doing business with you and seeing it an easy, positive and benficial experience. Create an image or word picture of this interaction. Tell the story. Make it leap off the page.
Impressive, clear, marketing efforts that mirror your image and what you deliver are your key to successful marketing.
This is actually relevant to everybody. Not just businessman. Business is something that we involve ourselves in everyday, without consciously knowing it.
For those who are aware, they have the chance to earn more than others.
Business. Require high EQ. Even the most intelligent being on Earth can be deceived by it.
A report on Tony Sun.
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