The concert scene in Singapore is experiencing a remarkable increase, with the number of ticketed performances rising from 3,040 in 2019 to 7,152 by 2024. As this growth unfolds, challenges such as congested public transport after major events have surfaced.
In response, Grab has launched an initiative providing free shuttle services following Coldplay's sold-out concerts in January 2025. This move aims to alleviate the inconvenience for concertgoers, showcasing the brand's commitment to addressing audience needs rather than simply promoting ride sales.
Meanwhile, the approach to effective marketing is shifting. Businesses are discovering that understanding customer pain points is crucial, regardless of budget size. A local mattress brand successfully engaged consumers by inviting them to share personal stories related to their mothers, rather than focusing on discounts. This strategy led to high engagement rates and significant social media performance.
Such examples demonstrate that emotional connections can have a lasting impact, often more so than traditional marketing tactics. Brands that prioritize empathy and relevance are likely to foster stronger customer loyalty.