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.
“And this comes back to whether we can put ourselves in the shoes of others. Whoever is involved in the process, you should treat everyone with the same respect and approach, so that you create a win-win-win situation for everyone,” he says.
The Marketing Mindset
Drawing on his own experience, So started his career with the MGTO – long before the first integrated resort had set foot in Macau. He witnessed the rapid transformation of Macau into a cosmopolitan city, and saw how marketing became instrumental in shaping the images, products and services the new Macau would offer.
From this steep learning curve, So believes the best marketers must develop a marketing mindset. “A lot of people have a misconception about marketing and think it’s just another function in the organisation,” he says. “But what I’ve learnt over the years is that it is a way of life.”
Staying curious and keeping an open mind is also crucial. “It helps to have broad-based interests because you never know when specific knowledge will come into play,” he says. “If you are curious about many things, it would certainly help build global perspectives.”
The Role of Partnership
So emphasises the importance of choosing the right media partnership: “Throughout my years, I have developed a better understanding of how to engage different media brands to leverage on their resources to help produce appropriate content for conveying the key marketing messages to reach out to their distinctive audience base.”
He points to the partnership with South China Morning Post’s Morning Studio as a prime example of a recent collaboration – one that has produced a popular video series featuring well-known Macau chefs and their very own culinary philosophies. It shows what the right media partnership can achieve, he says. And while acknowledging that marketers may have limited resources, he believes the right partnerships can help uncover stories and resources that truly impact an audience.
Turning to his own success in the business, he stresses that it’s a collaborative process: “It rides on other people’s success, too. If our partners are able to achieve success through the campaign because of the value created – and that value is widely recognised as prevalent and even able to highlight an important issue – all that success eventually comes back to you as a partner involved in the process,” he concludes.
Illustration: David Despau