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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 ‘Singer mega money’ concept, which was launched at the Singer Mega showrooms in 2002, was the theme for this presentation.

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.

“Marketing 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,” he said.

The International Direct Marketing Fair is Europe’s most important exhibition for the direct and digital marketing industry.

“No other marketing activity will give a marketer many opportunities for face-to-face meetings that the International Direct Marketing Fair will.

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,” he said.

He said that direct marketing is now picking up in Sri Lanka. “The international benchmark for direct marketing is 4 percent and at Singer we are maintaining 7 percent, which is very encouraging,” 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. “This 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,” he said.

He said for the customer’s, mega money not only provides them with a discount at their next purchase but also guarantees them of a superior product for less,” 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, ‘mega money’ helps them to have an even closer relationship with their customers and they are making Singer showrooms more attractive for customers.

“We have introduced Saloons, kiddies corners, cookery demonstrations to make it a place where all the family members can visit,” 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.

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Produced by Lake House Copyright 2006 The Associated Newspapers of Ceylon Ltd.

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