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The suiting thread

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Just now, a graphic design student liked my ig post and started following me. He's from UTAR.

 

I took a look at his IG...and was struck by how fresh, personal, and ...different it is. I checked out his FB and saw that he has designed many posters for fundraising events by the clubs he is involved with. The posters are quite unique, unlike most I've seen.

 

Screenshot_2018-02-06-00-18-50-676_com.i

That's something he made.

 

Maybe I've found someone who can design me an astonishingly good logo. One which does not look like it came from a logo design shop. I've been constantly on the lookout for an approach to arrive at a great logo, but failed. I just do not like the logos I see coming from logo designers. I keep asking myself, how do I avoid using the logo design industry?

 

But something tells me it is a mistake to ask him for a logo. Maybe the right approach would be to ask him what he sees potential for. What can he do for JT? Where can he add value? Maybe if I phrase it that way, something big will result, and the logo is just one element of a wonderful thing.

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I've not heard from WH at all ever since I wrote about him here. I really wanted his opinion on the commercial. I see he's advertising heavily on Google. Should have saved himself some money: it doesn't work.

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Was asked today if I'd loan suits and shirts for a drama series being filmed for Astro called "Mr Grey". Lead actor is a certain Fendy Bakry.

 

I think I might pass on this.

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Oh. It looks like I shouldn't pass on this. The studio that is producing this drama series has worked with many famous actors.

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I just called up the studio to ask some questions about their wardrobe requirements. I told them I do not have suits to loan out for the entire male cast. But what I could conceivably do is to dress the lead actor, Mr Grey. How many suits are we looking at, I asked. They said it is four months of shooting, and they are looking at between five and eight suits. In practically every scene, the lead actor will be suited, or will otherwise be in tailored clothes.

 

Mr Grey is a Malay novel adapted for drama. In the novel, he is the son of a capitalist family. Father is a Datuk. His parents want him to marry a Datin from another capitalist family, but he falls in love with a poor girl from the provinces. The drama will then be about the conflict he experiences within himself, with his family, and with the two women involved. (Never get involved with this sort of shit.)

 

(Why do people watch this sort of stuff?)

 

I asked: How do you plan to reciprocate the favour? There will be ending credits, I was told. But the script is also malleable, so they can do a product placement. In other words, there can be a scene where Mr Grey goes to see his tailor. The logo can be displayed in a variety of contexts within the show, say printed on the suit cover which Mr Grey unzips to get to his suit.

 

I told her I will tell her tomorrow if I'll do this. It's just that, at eight suits even at the lowest spec, the financial commitment is quite high. This is a primetime drama (10-11pm), so they anticipate about 3 million viewers (in totality?).

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Very disinterested in appearing anywhere.

 

Had a customer come in just now. As usual, I asked him how he first heard about me. He said he heard about me from his wife, who is a wedding photographer. She had shot a couple where the groom was wearing a JT, and apparently it left an impression on her.

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Screenshot_2018-02-08-17-33-18-489_com.i

 

Do I want to spend many thousands of ringgit outfitting this guy as lead actor in a 24-episode drama on Astro Ria prime time or not...Hmmm, is he worthy...

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So I watched excerps/trailers of several dramas he acted in on youtube. Now I'm reminded why I disliked Malay dramas so much. You see, the Chinese have an idiom called, in Cantonese, "thong chee". Literally, "slaughtering pig". It refers to the desperate wailing pigs make when they are being slaughtered with a knife.

 

In Malay dramas, every 15 minutes, somebody is wailing like a pig being slaughtered.

 

I am not going to be involved with such lousy stuff.

 

I'd love to do cinema stuff though. Everything is much better with cinema movies.

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I was at Bernama yesterday to fit Dato Dahlan. He doesn't actually have any suits from me yet because he repeatedly failed to turn up for his fittings. The other host, Rina, became pregnant several months ago so it was decided I will fit her after she has delivered.

 

I was told the commercial will run for 6 months and that they're happy to run a new version of the commercial should I produce one. I told the producer I'm in fact planning a new commercial. It will be much cooler than the current one. I described my idea to the producer. He said I should really hire someone.

 

It is slotted to air twice each weekday night. Not once.

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Regarding the 24 episode Malay drama, and this is just conjecture, I don't think the crowd that watches these dramas are your target audience (marketing-wise).

 

I wonder, do most of your clients have anything in common? For instance, profession, income, race, age etc.. 

 

To target a market like private (non-government) medical doctors (high income, could use a suit or two, busy job), you would probably have to come to their place of work to measure and fit. Plus, most docs don't know what's a good suit. PS: have you noticed their shoes?

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The model of the market and of marketing in my mind is a bit more complex and varied. It is not necessary to directly reach your "target market". The target market is embedded in the same society we are all embedded in. They are heavily influenced by those around them.

 

Managing director (monthly income>rm50k) : Nisa, please call Alan to come with some swatch books, need a new suit for the next board meeting. Suruh dia bawak Loro Piana.

Personal assistant (monthly income below the taxable rate): Boss nak try tailor baru tak? Try JT, dia buat suit untuk Mr Grey, sangat cun!

 

The more focussed you are on your "target market" the less successful you will be at being found by your target market. For instance, each day, the says.com article about the 13 tailors brings about 5 people to my website. That article was authored by a woman in her 20's. Absolutely not target market material. Neither are her male co-workers the target market: they, too, are very young and paid very poorly. Yet, they have heard of JT, which was why I was included. So these non-target market people somehow sent many target market people my way.

 

I'm thinking there is no target market. You just have to be part of the consciousness of people.

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I think, more importantly than trying to put yourself in front of your "ideal customers", is to always appear in a remarkable way. Remarkable as in remark-worthy. Making a very positive impression on those exposed to your outreach campaigns. If you are remark-worthy, you will be remarked upon. If your marketing collaterals and campaigns are mediocre and boring, nobody feels inclined to talk about you.

 

So any medium that allows JT to appear very favourably is an ideal marketing opportunity, even if those watching are totally not target market.

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smartmaster_21-1.jpg

 

This is an example of mediocre advertising. Yes, you put your logo out there. But nobody is moved emotionally. They will not talk about you. There is no awe, no magic, no wonder.

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I agree in that you need to be in the (sub)consciousness of people, and to be noteworthy. And true, marketing to a narrow segment of the population probably won't work, big-picture-wise.

 

When I was a kid and had only 3 channels to watch, Sparkmanshop was in my consciousness because it was so visible (end credits after Berita).  

 

Maybe the trick is to know what makes JT remarkable to your clients. 

 

I'm biased, but I dig your latest commercial. The background music actually works.

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The lady from the studio who wrote to me sent me a stock request. Like some job applicants who apply for a job at Company B while having addressed the letter to Company A, I see she had also applied to Sparkmanshop.

 

Sparkmanshop has very little visibility today. Why did she think of asking Sparkmanshop? I think because Sparkmanshop was on TV for many years, back when everyone watched TV and there were only 3 channels. The name stuck in people's minds. It remained there years after its decline. I suppose that's brand equity at work right there.

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Yesterday, I met up with someone to buy an Atomos Ninja 2 off him. This is a very specialized equipment used by video professionals.

 

Turns out he produces TV commercials for a living. He's the guy that the "agencies" (like Dentsu, Ogilvy, etc) award projects to. In turn, he hires a director who specialises in that particular genre of commercial (food, fashion, etc) who then hires a gaggle of freelancers to form the crew.

 

I checked out his website and socials, but did not find a single commercial. His IG had only pictures---the pictures I take are better.

 

He says some of these projects are rm100k. He has a Rolex Submariner on his wrist.

 

I think if I fail as a tailor, I'll produce commercials. Unless he's in possession of some subtle art which escapes my notice, I've got to be better than him.

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I finally reached out to the graphic design student via dm:

 

"Hi! Admire the posters and stuff you've made. Would you look at my website and socials and let me know if there is something you can design much better? Obviously, I'll compensate you. "

It sounds underwhelming even to me. But, I think he knows best what he can do.

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