So we have to figure out how to improve our marketing.
It’s been really disappointing to see us not gaining user traction from our physical marketing efforts in the Philippines. And it bothers me.
We started advertising JellyChip in the Philippines in April as our first country to market JC in person. The Philippines is perfect for JellyChip - a huge population of 120M people, a lot of need, a lot of positivity and close to home (Singapore).
We’ve visited islands, schools, universities and charities. We brought a celebrity onboard. We’ve spent a lot of money on marketing materials like banners, posters and stalls. We’ve also tried online marketing and bringing people to our platform via paid Facebook promotions.
But it’s not working.
We’ve had big networking problems. Globe and Smart are the two main telecoms in the Philippines and they’ve been throttling our traffic to the Philippines. Why? Because they do this to everyone. To save money and keep their network intact, they limit traffic from overseas.
Unless you’re a corporate giant like Facebook or Google who will pay them millions of dollars to bend the rules.
So we’ve tried to minimise this by compressing data packets, moving our entire server infrastructure to Tokyo and optimising our code - and that’s the best we can do. But we’re still not growing in PH.
Which brings me to one thing - strategy. It’s incredibly difficult to manage both the product and marketing - and perhaps I spend too much of my time building our product. But I believe an excellent product markets itself, and a great product is much easier to market. But perhaps we’re not advertising JellyChip the right way.
All this business of travelling to islands, all these ideas to attend small communities, meetings or workshop events has been our story for the past 6 months. But I don’t feel it’s been the right way to go about this.
It’s frankly speaking not helped us - and continues to not help us. I want to reach the nation of the Philippines. I want Filipinos to be part of JellyChip desperately and for us to heal their nation - but people don’t know about us. They don’t know who we are or what we’re doing in the Philippines! And they continue to not know about us.
Perhaps we should be going fully digital? Perhaps we should be going to Filipino corporates for partnerships? Perhaps we should be doing both these things.
JellyChip is a global product. We spend a lot of money on servers every month that stretch across the globe. A proper digital marketing strategy could touch the Philippines and touch the nations of the world at the same time.
We should be reaching out to the local communities and small workshops in the Philippines - but with small volunteer teams who know about JellyChip, believe in our vision and teams we can empower. These teams will eventually grow so numerous that we’ll cover the nation with a blanket of support that can verify charity activities and support our growth at the same time.
But not at this stage. At this stage we should be aiming big.
These are my thoughts for now. This is all food for though. Marketing is a fickle beast.
But we need to get things right and we’re not doing it right, right now.