During the interview with Mr.Nuttanun Puntuwong, he pointed out the example of Melt-Me12 (opened in 2010 February), the confectionary shop in Thong-Lor soi 10. He mentioned that the first goal of Melt-Me is aimed to achieve the theme of luxury, royal and art. In other words, it is to achieve positive reputation amongst the customers. Therefore the first Marketing strategy for Melt-Me won’t be prior to create a content rich website. He decided to use a large amount of flash animation and art work, however if the site is full of animation and artwork the “spiders” (programmed robots of search engines to discover websites and its popularity) sent by Google won’t be able to spot the key phrases and content that links to the website when searched. This will lead to a poor search engine ranking. Therefore Mr.Nuttanun Puntuwong decides to use Traditional marketing to recover what Internet Marketing cannot achieve. When the company has grown and achieved a stable amount of buyers and followers, they will activate the second goal, which is to establish thought leadership. He decides to tweak the website to a content rich website. This is to attract more customers and create a doubling effect with the Word-of-Mouth strategy. The last part of his marketing strategy is to maintain the reputation. He will be actively creating events and give-away goodies to the customer; this final step is a very important factor into building a stronger and tighter relationship he said.
12 http://www.melt-me.com/