In the first quarter of this year, our publication has received an increasing number of enquiries from Malaysians regarding Crush Media Sdn Bhd.
It seems that select members of the public have been offered, “something for nothing” and in investigative style we wanted to look behind the scenes of this company to see what was really happening because, “there’s no free lunch in this life”!
The Accounts & Regulatory Authority in Singapore record Crush Media as being incorporated on the 3rd of December 2016 as an, ‘Advertising Agency’. We were reliably informed that the company has recently expanded to Malaysia. It seems that a growing number of companies have turned to Crush Media in an effort to change their advertising from mass media to Incentive or Sample Advertising. This hits the second rule of Economics, Cost vs Benefits – a person is more likely to take action if the benefits rise and the cost is reduced.
We were interested to find out more. Crush Media ethos was put simply by Managing Director Mr. Lee…
“We simply no longer believe what we see on television, but we do believe what we taste, touch and feel” -Lee,Crush Media.
He continues… Customers have become more educated and less naïve as the romance of television has lost its magic. We simply do not believe what we see on TV or the internet.
But we do believe what we taste, touch and feel. So using market research Crush Media perfectly matchmakes customers to our clients best products. This is a two-fold benefit. Reducing irrelevant offers to a mass while focusing the same resources on a smaller group and enhance incentives per person and stay within budget.
One example of incentive advertising by Crush Media causing a stir was one of Singapore’s top ranked crowd funds run by Paramount Strategies Pte Ltd. *(please see our 2018 article on them below). The first entrant to their crowd fund seminar received an Omega watch. Followed by a series of other incentives. Funded only by the budget set aside to publicise the event with advertising. Cutting out the middle-man for advertising filled the event with a warm and grateful crowd. In an attempt to hear first-hand the result we spoke to Mr. Mah, the director. He refrained from detailed comment other than to say…
“It was a very successful strategy indeed”. -T. Mah, Paramount Strategies Pte Ltd.
Closer to home, Maya from Crush Media informs us that she spends her days heading up a team of customer care agents reserving weekends away and holding car and cash prize lotteries for local Malaysians that have attended events relevant to their interests.
So, there is nothing free in this life, attendees have to make efforts to travel to a venue and give up what is otherwise valuable time. However, the latest trend in advertising will allow you to book a weekend away or receive the latest tech gadgets as a reward for trying samples of a company’s offerings rather than a mass media flash-ad on TV or YouTube with no reward.
*Ref: Our 2018 Paramount Strategies article: https://yourvoice.asia/mr-stefan-johansson-stands-at-the-forefront-of-the-fastest-moving-leisure-property-purchase-platfom-trend-paramount-strategies/