VietNamNet Bridge – Though many companies spend a lot to associate celebrities with their new brands, others find that traditional approaches work just as well, reports VietNamNet.

The rise of ‘brand name ambassadors’

More and more brands are employing beautiful and famous persons to introduce products.  Celebrities are awarded the title of ‘ambassador.’

Mai Phuong Thuy, Miss Vietnam 2006, is the ‘ambassador’ of Hanoi’s Melinh Plaza and Eurowindow.  Actress Ly Nha Ky and singer Hong Nhung advertise for Mercedes Benz.  Singer-actress Ho Ngoc Ha is now the ‘ambassador’ for Sunsilk hair products and Toshiba electronic gear.  My Tam and Van Quyen are the bouncy young symbols of the ‘Pepsi generation.’

The participation of ‘beautiful people’ in media campaigns has helped brands succeed.  However, Ho Ngoc Ha, currently a hot girl in show business, says that the role of brand name ambassador is a double edged sword.  Van Quyen’s involvement in fixing some football matches badly wounded Pepsi, for example.  A mobile phond service provided had to redo its big media campaign when its celebrity ‘face’ became embroiled in a scandal.

A ‘brand name ambassador’ must commit not to appear or join in the programmes run by rivals of ‘their’ brands.  As a result, these singers and models cannot appear in many shows just because the shows are sponsored by competing brands.

Introducing products the traditional way

While many enterprises spend big money to hire beauties to advertise their products, a lot of other businesses have stuck to a lower key form of marketing.

South East Asia Brewery Factory trains young women to pitch its Halida Thang Long beer directly to consumers.  Every time that Halida Thang Long is used at wedding parties, the company sends these dynamic and elegant young women to each table to introduce the beer and talk with diners.   They talk about the history of Thang Long-Hanoi, about Halida Thang Long beer or the daily news.

The Halida marketing girls appeared at the recent Smart Doorcup 2009 football championship. They invited people to drink beer to share the wonderful feelings of the victory of Vietnam’s soccer team, thus winning sympathy from soccer fans.

Thuy Nga Ricepot Restaurant is using a very special way of marketing.  Customers waiting for their orders can read funny stories in pamphlets at the table. Thuy Nga, the owner of the restaurant, spends a lot of time collecting and copying the stories, so that every client who comes here, can smile and entertain themselves.

The traditional way in doing marketing by trying to capture the hearts of clients remains really a ‘smart and effective technology.’  Director Nguyen The Tung of Halida Thang Long is convinced that the honest smiles and hospitality of sellers is, after the quality of the product itself, the best way to win clients for his beer.

Thuy Nga

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