Singapore Slings - Cultural Media Learnings of Asia Pacific for Make Benefit Glorious Nation of Great Britain

Steve Blakeman

The next big thing, according to Trendwatching.com, is what they have called Perkonomics. Free stuff you actually want, proper privledges that mean something to the individual and genuine exclusivity are the way forward apparently. To be honest, Perkonomics have been around for decades through the likes of credit card companies, airlines, hotels etc. Generally their perks were fairly one dimensional (like money off a meal at a certain restaurant if you used the right bit of plastic). However, a paradigm shift has occurred recently with more innovative perks which really spark the consumers imagination and make the individual feel really quite special...

The two major benefits that brands are locking into are 'status' and 'convenience'. These often mean more to consumers than getting a few quid off their purchase. Some good examples ? There are plenty...

• Amex cardholders have exclusive access to purchase (for $650 USD) the winning dress design from Diane Von Furstenberg (famous designer apparently) from the 3rd September screened episode of Project Runway... you don't have the card, you can't purchase the dress
• the 'Gigs and Tours' program from Orange in the UK allows you to reserve tickets using your mobile 48 hours before tickets officially go on sale
• one of the biggest football teams in Brazil, Palmeiras, have a stand for 5000 people reserved exclusively for Visa credit card holders called the Visa Sector... it also features additional benefits such as plasma TV's, a restaurant, a lounge area etc.
• Avis promise their preferred members the keys to their rental car within 3 minutes of their arrival at the desk
• Nokia have installed phone charging points throughout Metro Manila to juice up their Nokia mobiles
• the Naumi Hotel in Singapore has a dedicated 'Ladies Floor' for female business travellers, with all female staff etc.
• Ikea in Canada have dedicated parking spaces for people who own hybrid cars

We've been trialling a few perkonomic ideas out here in Asia for some of our clients (like valet parking at shopping malls etc.). The response from consumers is initially one of surprise but most importantly gratitude. The WoM effects are also incredibly powerful. So forget old fashioned perks like discounts and loyalty schemes, the red carpet and velvet rope exclusivity of perkonomics is the future...