We deserve red card for expat package, says StarHub
Euro 2012 goodies now for first 2,000 who sign up for promotion, not just European fans here
By Jalelah Abu Baker & Kezia Toh 09 April 2012
StarHub yesterday apologised for running an expatriates-only football promotion that offered gifts worth $50.
In an attempt to placate angry Singaporean fans, the firm announced that the first 2,000 people of any nationality who sign up for the UEFA Euro 2012 television package will now receive the goodies.
They include a travel bag, a mug, a portable fan and a six-can cooler bag.
The promotion, which started at the beginning of this month, was initially targeted at fans from England, France, Germany, the Netherlands and Spain. It was marketed directly to them through their clubs and association publications.
Yesterday, StarHub told The Straits Times it apologised for any ill feelings that might have been caused.
Its head of corporate communications and investor relations, Ms Jeannie Ong, said: ‘We take customer feedback very seriously and we now realise that we have scored an own goal. We deserve a red card for this.’
She added that the promotion was an example of ‘segment marketing’, which means tailoring the offer for different customer groups based on their needs and interests.
‘It was originally targeted at European expatriates since their countries were competing in the tournament,’ she said.
Until yesterday, all Singaporeans had to sign up for both the Euro 2012 package and English Supersize Pack in order to get an adidas miniball.
Football fan Malikaffure Peer Mohamad, 32, was angry when he saw news of the expat promotion circulating on Facebook.
Despite yesterday’s offer, he said the damage had already been done and the offer should be extended to all early-bird subscribers, meaning those who sign up by the end of this month.
He said giving Europeans living here a better package was unfair as they are more likely to gather at a pub to cheer their countrymen than watch the matches at home.
‘They are considered the minority,’ said the sales manager. ‘This is unfair to locals, who are probably the main subscribers. As an existing subscriber, I think I should be given more perks.’
Human resource executive Sim Wei Ling, 33, said: ‘It sounds like it is back-pedalling furiously on the promotion. It should not have advertised it as an ‘Expat Exclusive’ - Singaporeans are sensitive to these sentiments.’
However, others were not so upset, accepting that it could be StarHub’s marketing attempt to lure foreigners who may be slow in buying the package.
The company announced in March that its Euro 2012 pack, which will offer all 31 matches live, is available at $69.55, up from the $21.40 charged in 2008.
The discounted package for early-bird subscribers costs $58.85.
Matches will also be available to non-StarHub subscribers, including those on rival SingTel’s mio TV.
Euro 2012, which will start in June, will be the first programme to come under the Media Development Authority’s ‘cross-carriage’ rules, which was introduced two years ago.
This means non-StarHub subscribers will also get to watch them. However, StarHub will charge a $10.70 activation fee.
Ms Pat Law, founder of social media marketing firm Goodstuph, said that ‘segmenting’ is extremely common. However, she also said that it is not good to offer the same product but add value only for a certain group.
She said that StarHub’s quick response should be applauded.
‘I don’t think it was deliberately insensitive,’ she added. ‘Behind the logo is a bunch of humans, and humans do make mistakes.’
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We deserve red card for expat package, says StarHub
Euro 2012 goodies now for first 2,000 who sign up for promotion, not just European fans here
By Jalelah Abu Baker & Kezia Toh
09 April 2012
StarHub yesterday apologised for running an expatriates-only football promotion that offered gifts worth $50.
In an attempt to placate angry Singaporean fans, the firm announced that the first 2,000 people of any nationality who sign up for the UEFA Euro 2012 television package will now receive the goodies.
They include a travel bag, a mug, a portable fan and a six-can cooler bag.
The promotion, which started at the beginning of this month, was initially targeted at fans from England, France, Germany, the Netherlands and Spain. It was marketed directly to them through their clubs and association publications.
Yesterday, StarHub told The Straits Times it apologised for any ill feelings that might have been caused.
Its head of corporate communications and investor relations, Ms Jeannie Ong, said: ‘We take customer feedback very seriously and we now realise that we have scored an own goal. We deserve a red card for this.’
She added that the promotion was an example of ‘segment marketing’, which means tailoring the offer for different customer groups based on their needs and interests.
‘It was originally targeted at European expatriates since their countries were competing in the tournament,’ she said.
Until yesterday, all Singaporeans had to sign up for both the Euro 2012 package and English Supersize Pack in order to get an adidas miniball.
Football fan Malikaffure Peer Mohamad, 32, was angry when he saw news of the expat promotion circulating on Facebook.
Despite yesterday’s offer, he said the damage had already been done and the offer should be extended to all early-bird subscribers, meaning those who sign up by the end of this month.
He said giving Europeans living here a better package was unfair as they are more likely to gather at a pub to cheer their countrymen than watch the matches at home.
‘They are considered the minority,’ said the sales manager. ‘This is unfair to locals, who are probably the main subscribers. As an existing subscriber, I think I should be given more perks.’
Human resource executive Sim Wei Ling, 33, said: ‘It sounds like it is back-pedalling furiously on the promotion. It should not have advertised it as an ‘Expat Exclusive’ - Singaporeans are sensitive to these sentiments.’
However, others were not so upset, accepting that it could be StarHub’s marketing attempt to lure foreigners who may be slow in buying the package.
The company announced in March that its Euro 2012 pack, which will offer all 31 matches live, is available at $69.55, up from the $21.40 charged in 2008.
The discounted package for early-bird subscribers costs $58.85.
Matches will also be available to non-StarHub subscribers, including those on rival SingTel’s mio TV.
Euro 2012, which will start in June, will be the first programme to come under the Media Development Authority’s ‘cross-carriage’ rules, which was introduced two years ago.
This means non-StarHub subscribers will also get to watch them. However, StarHub will charge a $10.70 activation fee.
Ms Pat Law, founder of social media marketing firm Goodstuph, said that ‘segmenting’ is extremely common. However, she also said that it is not good to offer the same product but add value only for a certain group.
She said that StarHub’s quick response should be applauded.
‘I don’t think it was deliberately insensitive,’ she added. ‘Behind the logo is a bunch of humans, and humans do make mistakes.’
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