CRAFTSMANSHIP IN DIGITAL MARKETING
Bynd Artisan is Singapore’s leading homegrown company that provides personalized gifting services for everyone, for every occasion. Whether it is for a loved one’s birthday or a corporate thank-you gesture to business clients, Bynd Artisan satisfies its customers with high craftsmanship in leader and paper; their bespoke products are steeped in heritage and tradition to create one-of-a-kind gifts ranging from paper notebooks to small leather goods.
Bynd Artisan has harvested several prestigious accolades over the years, including the President’s Design Award for Design of the Year in 2016 and the Best Shopping Experience at the 2017 Singapore Tourism Awards.
As the world is embracing the Industry 4.0 post-Covid, e-commercializing businesses is a vital step that contributes to their growth. Having built a name for marrying craftsmanship with innovation and design, Bynd Artisan has visualised a more advanced and modern business operation. The company is an exemplary entrepreneur which strives to excel both craftsmanship and digital innovation. Thus, Bynd Artisan has teamed up with SMU-X MKTG220 ‘Digital Marketing’ by Dr. Patricia Lui to challenge SMU students to take the business to a higher level through an innovative digital marketing strategy. The project objective involves different aspects of the various outreach channels, helmed by other groups - website,social media, online-to-offline strategy, SEO and SEM strategy, millennials, B2B and China market.
Throughout the whole 12 weeks, students had the opportunity to consult with the faculty advisor and meet up with their client weekly.
The final deliverables included a final presentation in which different teams would present the findings and recommendations to the client for implementation, and a final report. The students have come up with UX experience, e-commerce strategy, content marketing for website, brand awareness, customer engagement, sales conversion, online and offline strategy, omnichannel, inbound marketing, content marketing, B2B website content, LinkedIn, and WeChat mini-programme etc.
"We entered this project in collaboration with SMU-X hoping to gain some perspectives on digital marketing and the strategies we could potentially adopt for our company. However, the students went above and beyond to present us with insightful findings and many ready-to-implement recommendations that have exceeded our expectations. We are grateful for the commitment and dedication of Dr Patricia, the students of SMU, and the SMU-X team for this meaningful and rewarding experience." - James Quan and Winnie Chan, Founders of Bynd Artisan
"After working on the SMU-X project with Bynd Artisan, I find myself returning to the same feelings when I started my career in marketing. I love the drive to embrace change and move forward by creating innovative digital marketing strategies that benefit the industry partner. I liked most the interactive learning for my students based on the actual business situations. Thank you, Bynd Artisan, for inspiring my students and me." - Dr Patricia Lui, Digital Marketing teaching faculty