Malay Guerilla Marketing

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Opinion leaders: these are the people who you listen to. Put a flyer in the mailbox and it’ll probably end up in the dustbin unread. Give it to an opinion leader for distribution and that piece of paper can turn to gold.

The malay community has a couple of opinion leaders, but one particular one I feel has been untapped and underestimated. I often go to the nearby shopping mall near my place. A particular stall was rented out, and weeks later was replaced with one which could be easily noticeable from a distance. There would be a group of male malays, not consuming anything at all, just outside the shop talking away. Ages range from 30s to 50s. They, by defacto, hold the spending power of their family, and they listen to these particular chaps of the stall. So if you are thinking of targeting this segment, give this rather guerilla marketing like strategy a try:

• Place adverts at the windows. The windows of these particular shops normally are void of dressing anyway. It’s like Kinokuniya at Takashimaya, how they wrap the glass panels with famous persons to welcome customers traveling up on the escalators.
• Give these opinion leaders your flyers, upon which after service ask them to distribute. You could spend alittle and buy a couple of combs to bundle your flyer with, instructing these opinion leaders to give the flyer and complimentary comb to the customer. Don’t worry about the pitch, they are natural pitching pros.

So who are these opinion leaders I’m talking about?

The Malay Barber and his Malay Barbershop.

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