If you are in the airport waiting for your flight, you can always tell who the “Singapore Girls” are.
They are wearing a Sarong Kebaya in Batik Material and these are the flight attendants from Singapore Airlines. Through the colourful uniforms, Singapore Airlines wanted the people to remember that even if they are flying thousands of miles away from their hometown, People flying with them can still feel the hospitality and culture of Singapore.
Case in point, through their Uniforms, your staff is your walking Billboard.
A study made by Ashwini K. Poojary, Sawyer Business School, Suffolk University, February 2011 stated that –
“Effectiveness of several popular forms of advertising as compared to uniform programs. Based upon our literature review, we predicted that uniform programs would prove to be a more effective marketing tool than several popular forms of advertising, and for all industries surveyed taken in aggregate this proved to be true”
Results for all industries surveyed:
- Internet Advertising – 56.1% of respondents stated that uniform programs are more effective than internet advertising.
- TV Advertising – 73.5% of respondents stated that uniform programs are more effective than TV advertising.
- Radio Advertising – 74.4% of respondents stated that uniform programs are more effective than radio advertising.
- Billboard Advertising – 75.7% of respondents stated that uniform programs are more effective than billboard advertising.
- Yellow Pages Advertising – 55% of respondents stated that uniform programs are more effective than yellow pages (printed) advertising.
- Newspaper Advertising – 71.5% of respondents stated that uniform programs are more effective than newspaper advertising.
The Important thing to remember is that Uniforms don’t really have to be boring. They may not be the most stylish outfit but they proved to be an essential part of your brand.
Spending a few extra dollars on a quality uniform will actually save you dollars in the medium term from better wearing, less fading, shrinking etc.
With careful thought into the Uniform’s design and functionality, this can add sophistication to a customer experience, boost the image and morale of your brand for staff and clients.
Matthew Bywater
Marketing Strategist
For more marketing insight from Matthew check out his blog – www.matthewbywater.com
