When People Stop Buying, Double Up Your Advertising

Few days ago, I saw this new book about the famous Mr Tony Fernandes, the founder of Tune Group, the chairman of Queen Park Rangers Football Club, the first Malaysian who introduced the first budget airlines in Malaysia with their famous tagline " Now Everyone Can Fly" and turned Air Asia into the most successful budget airlines in Asia. I guess he needs no introduction among us Malaysians.

So I took the book off from the shelf and immediately flipped my fingers to the middle page of his book.

The first sentence, his sentence that I saw is about SARS. It was in 2009, the SARS pandemic really hit Malaysia badly, especially economy, people were afraid to go out. Shopping malls tenants saw decreasing in their sales. People were afraid to travel abroad even to travel locally. It really gave a very big impact on the tourism industry. Advertisers started to pull off their advertising campaigns, all of them except for one person, Tan Sri Tony fernandes. He set up a meeting with his marketing team to double up their advertising. WHAT???

At that time people would think it was a very bad idea. But the great Mr Tony here think otherwise. With RM 40 one way trip to Miri dont you think it is a very good bargain? It is so cheap ! Who cares about dying !

I was shocked. I was impressed. He is so damn good. No wonder he is who he is now. I would not think that way. To that level but. HE IS RIGHT! As a result, Air Asia Airlines managed to get a very high sale on their airlines tickets. It was a very good strategy.

WHEN PEOPLE STOP BUYING, DOUBLE UP YOUR ADVERTISING !