Search

COMMENTARY
MEDIA & MARKETING | Contributed Content, Singapore
Published: 14 Feb 13
985 views


Karen Flynn

When Singapore marketing becomes annoying noise pollution

BY KAREN FLYNN

Recently, I took a stroll along Orchard Road on a Saturday afternoon with a visitor from Australia; we lasted about 35 minutes before ducking into a cinema for refuge.

The ambient noise along Orchard Road was deafening!  The noise level in Orchard must be above the level of a rock concert at times – easily over 105dB.

I ended up having quite a serious conversation about this with marketing and advertising colleagues and how they perceive this type of marketing activity that has littered Orchard Road and other areas of Singapore for some years now. 

The Activations and other “marketing” events which take up less than 4 square meters and blare at pedestrians every 3 meters must break every rule in the book on effective engagement. 

It was mind boggling to think that brands would actually believe consumers might stop and be swooned by this utter noise pollution; and for which I am sure they pay a premium to be present on a peak day on prime pavement.

Subsequently, I have paid close attention to the level of street noise in London and New York.  It is significantly and beautifully lower than Singapore. 

There are lots of street vendors in these cities but the noise level does not assault the senses the way it does here.  The Activations actually encourage consumers to stop and look and listen.  Isn’t that what marketing is supposed to do?

Who in their right mind would stand next to a speaker that is pumping 105dB of pop music to listen to an uninspiring promoter shout a poorly-crafted sales pitch to their ear? Is it time that marketers take a serious look at these “marketing” events in public spaces? 

Frankly, I align it closely to inhaling toxic cigarette smoke or smelly body odour as I stroll along a nice pavilion looking to enjoy retail therapy – instead of adding to the enjoyment of one’s shopping experience, it simply grates on the senses and causes annoyance. 

I suggest it might be time that licenses for such Activations are revoked on the spot when they are deemed to be a nuisance rather than effective.  Let’s get the marketing quotient back into Activations and make them a memorable part of shoppers’ experience.

I would dearly love to hear how my fellow communicators in the industry view this – how can we work together to raise the bar? 

Let’s not allow it to slip any further; we are after all a developed city in so many ways – surely we have the creative talents to promote engaging, tasteful, even enjoyable street Activation ideas!

The views expressed in this column are the author's own and do not necessarily reflect this publication's view, and this article is not edited by Singapore Business Review. The author was not remunerated for this article.

Karen Flynn

Karen Flynn

Karen Flynn is the Managing Director & Principal Consultant at Siren. She Specializes in developing communication programmes within integrated marketing environments; significant experience in managing multimarket initiatives.

Contact Information



    Sign up for our newsletter

     

    Do you know more about this story? Contact us anonymously through this link.

    Click here to learn about advertising, content sponsorship, events & rountables, custom media solutions, whitepaper writing, sales leads or eDM opportunities with us.

    To get a media kit and information on advertising or sponsoring click here.

    Tags: Singapore Activations, orchard road shopping, singapore licenses for Activations,

    CO-WRITTEN ARTICLES & SPONSOR CONTENT ››

    Professor Stephen Brammer from the Birmingham Business School says up to 50% of market value is at stake.
    280 views

    LATEST MEDIA & MARKETING JOBS »
    • No jobs posted on this category.
    PRINT ISSUE »

    Subscribe Now
    Trains, planes, automobiles and drones

    28 views

    As goes Hong Kong, so goes Singapore?

    338 views

    Office property shows no signs of a slowdown

    89 views

    MOST READ EXCLUSIVES

    Singapore's 10 most successful 40 and under hotel managers

    Singapore\'s 10 most successful 40 and under hotel managers

    Find out who's who in the hotel industry.

    by KRISANA GALLEZO
    12 Mar 2014 | 54083 views
     

    Take an exclusive tour at TripAdvisor's 6,000 sq ft Singapore headquarters

    Take an exclusive tour at TripAdvisor\'s 6,000 sq ft Singapore headquarters

    It's like having a road trip while at work.

    by CARMINA JARIEL
    5 Feb 2014 | 19711 views

    Singapore's 6 hot new restaurants in April

    Singapore\'s 6 hot new restaurants in April

    Warm your belly with these top picks.

    by STAFF REPORTER
    1 Apr 2014 | 18099 views
     

    Singapore's top six Valentine’s Day hotels

    Singapore\'s top six Valentine’s Day hotels

    Ready to pop the question?

    by KRISANA GALLEZO
    29 Jan 2014 | 17538 views

    Singapore's 6 hot new restaurants in February

    Singapore\'s 6 hot new restaurants in February

    Warm your belly with these picks.

    by STAFF REPORTER
    27 Feb 2014 | 16040 views
     

    Singapore's 6 hot new restaurants in March

    Singapore\'s 6 hot new restaurants in March

    Get a taste of NYC's eclectic undergound dining.

    by STAFF REPORTER
    18 Mar 2014 | 13826 views

    StarHub's corporate office is so awesome it has its own theatre exclusive to staff

    StarHub\'s corporate office is so awesome it has its own theatre exclusive to staff

    Check out its other facilities with these pictures.

    by STAFF REPORTER
    3 Mar 2014 | 8981 views
     

    See how FireEye's Singapore headquarters could make hackers scared out of their wits

    See how FireEye\'s Singapore headquarters could make hackers scared out of their wits

    It's Singapore's threat intelligence hub.

    by CARMINA JARIEL
    21 Jan 2014 | 7644 views

    Why are office rents suddenly the hottest topic in the property market?

    Why are office rents suddenly the hottest topic in the property market?

    Everyone has been buzzing about it.

    by STAFF REPORTER
    26 Mar 2014 | 5356 views
     

    What could make 2014 a disappointing year for Singapore REITs?

    What could make 2014 a disappointing year for Singapore REITs?

    SREITs are in for a triple whammy.

    by KAREN MESINA
    22 Jan 2014 | 5127 views

    Should everyone be happy with falling private home prices?

    Should everyone be happy with falling private home prices?

    And will the cooling measures be relaxed by 2015?

    by STAFF REPORTER
    9 Apr 2014 | 4680 views
     

    Parco Marina Bay at Millenia Walk shuts down on 24 February

    Parco Marina Bay at Millenia Walk shuts down on 24 February

    Let’s call it a day, says management.

    by CARMINA JARIEL
    12 Feb 2014 | 4391 views

    Find out how this 2-storey gallery-hostel in Singapore is painting the town red

    Find out how this 2-storey gallery-hostel in Singapore is painting the town red

    It has 18 rooms with 100 beds.

    by STAFF REPORTER
    27 Feb 2014 | 3791 views
     

    Is Singapore's property market still haunted by liquidity nightmares?

    Is Singapore\'s property market still haunted by liquidity nightmares?

    Analysts are still unimpressed.

    by STAFF REPORTER
    5 Feb 2014 | 3142 views

    Guess where cash-rich shoppers splurged their money over CNY period

    Guess where cash-rich shoppers splurged their money over CNY period

    Shop 'til you get tracked.

    by STAFF REPORTER
    14 Feb 2014 | 3126 views
     

    Singapore Wine Vault's $200m facility slated to launch in 3Q

    Singapore Wine Vault\'s $200m facility slated to launch in 3Q

    It can house over 10 million bottles.

    by STAFF REPORTER
    5 Mar 2014 | 2921 views

    How disappointing were the January home sales, really?

    How disappointing were the January home sales, really?

    Analysts are still keeping their hopes up for next month.

    by STAFF REPORTER
    19 Feb 2014 | 2532 views
     

    Find out how this startup plans to beat Singapore’s skyrocketing car prices

    Find out how this startup plans to beat Singapore’s skyrocketing car prices

    It’s speeding up its Asian expansion.

    by STAFF REPORTER
    5 Mar 2014 | 2253 views

    SingTel, StarHub stuck in a tight tug-of-war over 2014 World Cup broadcast rights

    SingTel, StarHub stuck in a tight tug-of-war over 2014 World Cup broadcast rights

    Negotiations are challenging, said StarHub.

    by STAFF REPORTER
    17 Feb 2014 | 2022 views
     

    Singapore is world's most expensive city—but only for expats

    Singapore is world\'s most expensive city—but only for expats

    Is The Lion City still affordable to ordinary Singaporeans?

    by STAFF REPORTER
    6 Mar 2014 | 2007 views

    Buckle up: Car sharing firms gain ground in Singapore

    Buckle up: Car sharing firms gain ground in Singapore

    Should car retailers be scared?

    by CARMINA JARIEL
    10 Feb 2014 | 1883 views
     

    Singaporeans mine gold in ‘second hand economy’ amidst skyrocketing cost of living

    Singaporeans mine gold in ‘second hand economy’ amidst skyrocketing cost of living

    8 in 10 Singaporeans admit to purchasing pre-owned goods.

    by CARMINA JARIEL
    28 Mar 2014 | 1718 views

    Singapore hoteliers saw flat Chinese New Year

    Singapore hoteliers saw flat Chinese New Year

    Business was challenging, they said.

    by STAFF REPORTER
    5 Feb 2014 | 1695 views
     

    What does Singapore's 6.2% industrial production growth imply for the rest of 2014?

    What does Singapore\'s 6.2% industrial production growth imply for the rest of 2014?

    Analysts are delighted by it.

    by STAFF REPORTER
    29 Jan 2014 | 1438 views

    How a horrible renovation experience inspired Kluje to build a home renovation empire

    How a horrible renovation experience inspired Kluje to build a home renovation empire

    Over 400 accounts created in its first 2 months.

    by CARMINA JARIEL
    5 Feb 2014 | 1363 views
     

    Will Singapore banks break hearts with bad results on Valentine's Day?

    Will Singapore banks break hearts with bad results on Valentine\'s Day?

    Especially with the easing of debt servicing burden.

    by STAFF REPORTER
    12 Feb 2014 | 1313 views

    See how Zalora's 24-hour online ad campaign boosts Singapore's music scene

    See how Zalora\'s 24-hour online ad campaign boosts Singapore\'s music scene

    It collaborated with local singer-songwriters.

    by STAFF REPORTER
    22 Jan 2014 | 1293 views
     

    Singapore's most followed Google+ personality joins local startup

    Singapore\'s most followed Google+ personality joins local startup

    Check out how "SuperMommy" plans to take Tickled Media into another level.

    by KRISANA GALLEZO
    3 Apr 2014 | 1235 views

    See how this startup lets you create free listings in less than 30 seconds

    See how this startup lets you create free listings in less than 30 seconds

    Forget about Craiglist or Gumtree.

    by STAFF REPORTER
    19 Feb 2014 | 1188 views
     

    Self-storage firms find silver lining in Singapore's space crisis

    Self-storage firms find silver lining in Singapore\'s space crisis

    Less space, more money.

    by CARMINA JARIEL
    19 Feb 2014 | 1116 views