Singer at international direct marketing fair
MARKETING FAIR: Deputy Director Marketing Singer Sri Lanka, Ravi
Balraj at the direct marketing fair in UK.
MEGA MONEY CONCEPT: For the first time Singer Sri Lanka was
invited to make a presentation at the international direct marketing
fair which was held recently in London.
The success of the novel ‚ÄėSinger mega money‚Äô concept, which was
launched at the Singer Mega showrooms in 2002, was the theme for this
Deputy Director Marketing, Singer Sri Lanka Ravi Balraj who made this
presentation on behalf of Singer Sri Lanka said there was a very good
response for it.
‚ÄúMarketing representatives from many European countries who followed
the presentation wanted to find out more about the mega money concept
and how they could implement a similar successful program,‚ÄĚ he said.
The International Direct Marketing Fair is Europe‚Äôs most important
exhibition for the direct and digital marketing industry.
‚ÄúNo other marketing activity will give a marketer many opportunities
for face-to-face meetings that the International Direct Marketing Fair
And no other exhibition will deliver you the quality and quantity of
decision-making marketing professionals that the International Direct
Marketing Fair and to attend this event was very important for me,‚ÄĚ he
He said that direct marketing is now picking up in Sri Lanka. ‚ÄúThe
international benchmark for direct marketing is 4 percent and at Singer
we are maintaining 7 percent, which is very encouraging,‚ÄĚ he said.
He said that the mega money concept was introduced to increase more
visitors to their outlets and it proved to be very successful.
When a person buys an item at a Singer Showroom, an additional cash
voucher (mega money) is given free depending on the value of the item.
‚ÄúThis voucher (mega Money) can be cashed when ever a person makes a
second purchase. And the most encouraging factor about Mega Money is
that it can be redeemed within a period of two years,‚ÄĚ he said.
He said for the customer‚Äôs, mega money not only provides them with a
discount at their next purchase but also guarantees them of a superior
product for less,‚ÄĚ he said.
The concept has caught up since customers are now keeping mega money
in their wallets and this was the reason the presentation in London had
such a good response.
He said that for Singer, ‚Äėmega money‚Äô helps them to have an even
closer relationship with their customers and they are making Singer
showrooms more attractive for customers.
‚ÄúWe have introduced Saloons, kiddies corners, cookery demonstrations
to make it a place where all the family members can visit,‚ÄĚ he said.
He said that they were very product that the mega money concept was
internationally recognized and are developing similar products in the
future as well.