The Growth Conversation: Macao Government Tourism Office's Frederico So
- With more than two decades of experience witnessing the rapid transformation of Macau into a cosmopolitan city, So has seen how marketing is instrumental in shaping the images, products and services of today’s Macau.
- Empathy, a global mindset along with strategic partnership and collaboration are key for success.
When it comes to rolling out successful marketing campaigns, Frederico So, senior advisor at Destination Marketing of the Macao Government Tourism Office (MGTO), is no stranger to the task. With more than two decades of experience under his belt watching his home city turn into a global tourist destination, he knows a thing or two about what it takes to be a great marketer.
What It Takes
So believes focusing on your own agenda is one of the biggest mistakes a marketer can make. The most impactful marketers, he says, are those who can put themselves in the shoes of others and craft value propositions that can also address real-world needs and challenges. Empathy and understanding that drive effective communication should underscore every success, and these should be at the heart of any strong partnership.
“In marketing, it’s important to take care of the needs of the audience and not just roll something out for the sake of doing it,” So says. “If it’s a product or service, what value are you adding? Whether it’s the entertaining feature of a very creative advertising campaign or valuable insights through educational content marketing, there has to be some kind value to be perceived by the audience. Likewise, this value should be beneficial to other stakeholders under the partnership one way or another.”
In his view, successful marketers are those who constantly review and understand the challenges that a client, supplier or stakeholder is facing – but they also need to be aware of what the market is demanding.
He cites sustainability as an example: “Everyone is concerned about how sustainable a product or service is these days. So you have to take that into consideration and formulate strategies and roll out campaigns that embrace these expectations.” In doing so, you then become part of the movement and may inspire others to follow suit.
At this point, it’s important to move beyond marketing jargon. Marketers must use clear language to communicate and inform these expectations, and explain the changes that are necessary to enhance an experience.
