7d) Basic Approach used in marketing and advertising

Marketing and Advertising approaches

The Marketing and Advertising strategies that used by night stall and dessert shop can be categorized to few types which include online advertising. Word-of-Mouth Marketing, Print Advertising and many more. There are few types of advertising such as Corporate Advertising, Direct Response Advertising, Product Advertising and Financial Advertising. Dessert shop and night stall are more towards Product Advertising.

Similar to other dessert shop and night stall, Funny Mountain and Ipoh Tong Sui Gai both used Word-of-Mouth Marketing, Content Marketing, Print Marketing. Online Marketing and Media Marketing. They are not only implementing pull strategies by using these marketing and advertising strategies, but also provided fun engaging visual content to the customers or users.

As shown in the Table 1.0 above, Funny Mountain and Ipoh Tong Sui Gai are both using Word-of-Mouth marketing to market their desserts. Word-of-Mouth marketing can be categorized as two tyes which are pull and push marketing. Funny Mountain and Ipoh Tong Sui Gai are using "pull" Word-of-Mouth Marketing. Most of the customers are seeking for the experience that their friend has experienced the dessert from both Funny Mountain and Ipoh Tong Sui Gai. For example, a friend will tell their friend how smooth and taste of the Tau Fu Fa from Funny Mountain to their friends. And this could create the psychological effect of wanting to try the Tau Fu Fa. And at the end, the friend would seek for the shop and experience it. Besides, with the growth and expansion of technology, the way Word-of-Mouth Marketing has changed; it is growing increasingly through social media.

The online marketing can also spread the Word-of-Mouth. The main online marketing used by both Funny Mountain and Ipoh Tong Sui Gai are Social Media, E-Newspaper and Websites. The Social Media used by Funny Mountain and Ipoh Tong Sui Gai are Facebook, Twitter and Blogs. Funny Mountain and Ipoh Tong Sui Gai has created a Facebook page for their business. Social Media like Facebook, Twitter and Blogs has created a platform for customers to share their experience and a platform for business to create awareness. WIth the description of photos posted by the customers on Facebook or Blogs, they have helped Funny Mountain and Ipoh Tong Sui Gai to create their awareness and increase the traffic indirectly.

Funny Mountain and Ipoh Tong Sui Gai has used blog as platform to advertise their desserts. For instance, Foodwhore.wordpress.com and Cher-ry.blogspot.com has promoted the Tau Fu Fa and Soya from Funny Mountain. Lifewithyen.wordpress.com and eddyrushfatboy.blogspot.com has advertised the fruit dessert of Ipoh Tong Sui Gai. Blogs not only provide the photos, opinion and location but also provide the positive comment of the stall.

Besides that, Funny Mountain and Ipoh Tong Sui Gai also interviewed by the reporter and has advertised on Newspaper and E-Newspaper. Newspaper or E-Newspaper can reach different segment of customers. While social media can reach the Y-Generation, Newspaper and E-Newspaper can help Funny Mountain and Ipoh Tong Sui Gai to convey the message to the older generation. other than that, Funny Mountain has a slidely different strategies compare to Ipoh Tong Sui Gai which is they had interview and recommended by the media - 8TV Ho Chak program. This coiuld be an advantage for Funny Mountain because it helped to have free advertisement on the TV as the cost advertise on TV is much more higher.