tag:blogger.com,1999:blog-84359148080020828742024-03-05T13:18:32.365+08:00The MarketingRx blog by Dr. Ned Roberto and Ardy RobertoHello! Dr Ned and I want to share the unedited editions of our MarketingRx weekly columns with our loyal Philippine Daily Inquirer readers. Many of you sometimes miss getting your print copy...Thus this blog where you can also post your comments, reactions, questions.Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.comBlogger53125tag:blogger.com,1999:blog-8435914808002082874.post-47207304636366062672012-09-06T14:25:00.001+08:002012-09-06T14:27:48.163+08:00The "underground economy" -- a worthy target market?
Have you ever thought of tapping into "System D"? <div>
Watch this...</div>
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Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-15596406865535820212012-06-21T19:27:00.002+08:002012-06-21T19:27:34.625+08:00If we go for the DE market with the 'best product' -- is success guaranteed?So much has happened since we last blogged and posted our MarketingRx articles/columns on this blog. Here's last Friday's. <a href="http://business.inquirer.net/65169/%E2%80%98if-we-go-after-the-de-market-with-the-best-product-surely-success-is-guaranteed%E2%80%99" target="_blank">Click here.</a><br />
<br />
Heads up. We missed the deadline for this Friday's submission, so there will be no column tomorrow.<br />
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Please bear with us as the challenges in life try to overtake us. We're still here and thank you that you are too. God bless. Thanks!Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-41797004937938141002012-02-14T11:42:00.001+08:002012-02-14T11:42:23.597+08:00The World Marketing Summit at Bangladesh - MarketingRx column Feb 17-12 (ardy.roberto.marketingrxpdi@blogger.com)<div style="background-color: #d1e4f0; width: auto; font-family: Arial, sans-serif; color: #000; padding: 5px;"><div style="height: 36px; font-size: 14px; font-weight: bold; padding-bottom: 4px;"><table style="display: inline;width: 100%;"><tbody><tr><td width="32px" style="padding: 0;"><img src="https://ssl.gstatic.com/docs/documents/share/images/services/document_large-2.png" style="height: 32px; margin-right: 5px;" alt=""></td> <td valign="middle" height="32px" style="padding: 0;">The World Marketing Summit at Bangladesh - MarketingRx column Feb 17-12</td></tr></tbody></table></div> <div style="overflow: auto; font-size: 13px; background-color: #FFF; padding: 10px 7px 7px 7px;"> <div style="border: 1px 0 solid #000; padding: 10px 0;"><html><head><title>The World Marketing Summit at Bangladesh - MarketingRx column Feb 17-12</title></head><body style="max-width:432pt;background-color:#ffffff;padding:72pt 90pt 63pt 90pt"><div><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span style="font-size:11pt;font-family:Arial"></span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span style="font-size:11pt;font-family:Arial"></span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span style="font-size:11pt;font-family:Arial"></span></p></div><p style="color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>Marketing Rx, February 17, 2012</span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span style="font-size:14pt;font-weight:bold">“Can marketing help solve the world’s social and economic problems?” </span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span style="font-size:14pt;font-weight:bold"></span></p><p style="color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>By Dr Ned Roberto & Ardy Roberto</span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span> </span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>LAST DECEMBER 7, 2011, Professor Philip Kotler invited the Senior MRx-er to speak at the World Marketing Summit (WMS) to take place in Dhaka, Bangladesh </span><span>this coming</span><span> March 1-3, 2012. The WMS 2012 is jointly hosted by the Government of Bangladesh and the Kotler Center for Marketing Excellence, Bangladesh. For health reasons, the Senior MRx-er was forced to decline.</span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>But we wish to extend an invitation to our fellow marketi</span><span>ng </span><span>practitioners, </span><span>professors</span><span> and students to the WMS. Here is an opportunity to witness that finally there is this growing recognition that your discipline, Marketing, can help solve social and economic problems not only in our country but in the world. </span></p><p style="text-indent:36pt;height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>Let us share with you the pertinent details of the WMS event.</span></p><p style="text-indent:36pt;height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>“The theme for the Summit is </span><span style="font-style:italic;font-weight:bold">Creating A Better World Through Marketing.</span><span style="font-weight:bold"> </span><span>Its objective is to bring together global leaders in marketing and branding to discuss how marketing philosophies and insights can find effective and innovative solutions to some of the biggest challenges of the contemporary world. The WMS is designed to have a place alongside other leading global events such as the World Economic Forum in terms of bringing together leading social thinkers and activists.”</span></p><p style="text-indent:36pt;height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>In conferences and meetings among businessmen and professionals, we’ve often noted that speakers at gatherings of world economic leaders such as the World Economic Forum are almost all exclusively financial experts. This is in spite of the fact that leading business authorities and media ha</span><span>ve</span><span> pointed out that the lingering global economic crisis has also a marketing side to it. The WMS is signaling that the time has finally arrived to now give due recognition to Marketing’s potential contribution. </span></p><p style="text-indent:36pt;height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>What’s the coverage of the WMS event and who will be coming?</span></p><p style="text-indent:36pt;height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>The four areas selected for deliberation at the 2012 WMS are:</span></p><ol start="1" style="list-style-type:decimal;margin:0;padding:0"><li style="margin-right:0;color:#000000;direction:ltr;font-size:12pt;margin-left:72pt;margin-bottom:0;font-family:Times New Roman;margin-top:0;padding:0"><span>Human Resource Development</span></li><li style="margin-right:0;color:#000000;direction:ltr;font-size:12pt;margin-left:72pt;margin-bottom:0;font-family:Times New Roman;margin-top:0;padding:0"><span>Health</span></li><li style="margin-right:0;color:#000000;direction:ltr;font-size:12pt;margin-left:72pt;margin-bottom:0;font-family:Times New Roman;margin-top:0;padding:0"><span>Food Security </span></li><li style="margin-right:0;color:#000000;direction:ltr;font-size:12pt;margin-left:72pt;margin-bottom:0;font-family:Times New Roman;margin-top:0;padding:0"><span>Green Clean Economy</span></li></ol><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>According to Kotler and the organizers, “</span><span>The WMS will involve a highly specialized group of experts to explore marketing solutions to the challenges in these areas. Suggested solutions will be piloted subsequently in business incubators at renowned universities and institutions around the world before being scaled up.</span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>“The WMS will feature leaders in a broad range of fields covering business, entrepreneurship, academia, public sector, science and technology, health, media, communication, and environment. In addition, a number of global political leaders are expected to inspire the forum and enrich its deliberations. We are confident that the Summit would help us find and then test concrete solutions.”</span></p><p style="text-indent:36pt;height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>We should say something about the WMS’ idea of a “Field Incubator.” We won’t talk about the many proposed “Field Incubators.” We’ll mention one of them so that you can have a taste of the flavor of what an incubator is all about. This one is the Field Incubator under the Kotler Center for Marketing Excellence:</span></p><p style="text-indent:36pt;height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>“Proposition: Micro insurance for health is an unsought service which can be </span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>made sustainable by using need based approach for changing behavior of people </span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>at the bottom of the pyramid. Bangladesh has been the leader for promoting micro </span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>credit and therefore is the best place to experiment with the concept of micro </span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>insurance. At the same time, Bangladesh is the second largest apparel exporter of </span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>the world which represents 85% female workforce. Thus, it is a perfect setting to </span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>unfold micro insurance in this segment. This will result in creation of a healthy </span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>society, health for all and opportunity for businesses offering insurance.”</span></p><p style="text-indent:36pt;height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="text-indent:36pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>To those who wish to participate, please contact Professo</span><span>r </span><span>Kotler</span><span>’s</span><span> Associate in Charge for WMS, Professor Fahim Kibria at </span><span style="color:#000080;text-decoration:underline"><a href="mailto:fahim@kotlerimpact.com" style="color:inherit;text-decoration:inherit">fahim@kotlerimpact.com</a></span><span>.</span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span>Keep your questions coming. Send them to us at </span><span style="color:#000080;text-decoration:underline"><a href="mailto:MarketingRx@pldtDSL.net" style="color:inherit;text-decoration:inherit">MarketingRx@pldtDSL.net</a></span><span> or drnedmarketingrx@gmail.com. God bless!</span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span></span></p><div><p style="height:12pt;color:#000000;direction:ltr;font-size:12pt;margin:0;font-family:Times New Roman;padding:0"><span style="font-size:11pt;font-family:Arial"></span></p><p style="margin-right:18pt;height:12pt;color:#000000;direction:ltr;font-size:12pt;margin-left:0;margin-bottom:0;font-family:Times New Roman;margin-top:0;padding:0"><span style="font-size:11pt;font-family:Arial"></span></p></div></body></html></div> <br> <span style="color: #898989;">Google Docs makes it easy to create, store and share online documents, spreadsheets and presentations.</span> <div style="text-align: right;"><a href="https://docs.google.com"><img style="border: 0;margin-top: 10px;" src="https://ssl.gstatic.com/docs/documents/share/images/services/docs_logo-1.gif" alt="Logo for Google Docs"></a></div></div></div>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-59116024439352819452012-02-07T11:47:00.001+08:002012-02-07T11:47:43.132+08:00you can now read Dr Ned's SEGMENTING book on Amazon Kindle, iPad, Blackberry and more :-)Hello, Family and friends!<div><br></div><div>Dr Ned's most recent book, SEGMENTING, is now up and available on Amazon Kindle! Please buy a copy now (or give it as a gift to friends) if you have a Kindle or iPad (<a href="http://www.amazon.com/gp/feature.html?ie=UTF8&docId=1000493771">just download the Kindle app, if you have an iPad, Blackberry or any Android tablet</a>) or forward to your friends. <a href="http://www.amazon.com/dp/B00764VK52">Click this link to download a sample or buy a copy of Segmenting</a> </div> <div><br></div><div>Please also leave a comment or review on the Amazon page where you buy the book. Thanks so much!</div><div><br></div><div>God bless, </div><div>Ardy</div><div><br></div><div>p.s. Still prefer the p-book (printed book edition)? Click here to <a href="http://www.nationalbookstore.com.ph/catalogsearch/result/?q=segmenting&x=0&y=0">Order online via National Bookstore</a> or visit them. (SRP is P412.50). For bulk school or group orders, call Jenna at 8132703 or email <a href="mailto:jenna@saltandlight.ph">jenna@saltandlight.ph</a> </div> <div><br></div><div>Dr Ned's Segmenting book is published digitally by Salt-ebooks. Want to know more about publishing your book on Amazon? Just send me an email at this address or <a href="mailto:ardy@saltandlight.ph">ardy@saltandlight.ph</a> and I'll send you more info. </div> <div><div><br></div><div>ABOUT THE BOOK:</div><div><br></div><span style="background-color:rgb(255,255,255)"><b><span style="font-family:verdana,arial,helvetica,sans-serif">SEGMENTING reveals how market segmenting</span><span style="font-family:verdana,arial,helvetica,sans-serif">, self-segmenting and desegmenting</span><span style="font-family:verdana,arial,helvetica,sans-serif"> </span><span style="font-family:verdana,arial,helvetica,sans-serif">are changing the marketing game</span></b><span style="font-family:verdana,arial,helvetica,sans-serif">. </span></span><br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"> <br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"><span style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)">Segmenting is written by one of Asia's most respected marketing research gurus, Dr. Ned Roberto, who is the first Asian co-author of marketing legend, Philip Kotler.</span><br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"> <br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"><span style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)">Let Dr Ned Roberto, PhD, take you through a marketing success map where you will discover why "the right path toward marketing success is to <u>follow the consumers' self-segmentation</u>."</span><br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"> <br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"><span style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)">"SEGMENTING should make marketing practitioners excited to see how this simple approach can bring out golden insights that could spur much-desired but often elusive meteoric business growth."</span><br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"> <span style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)">- Gary de Ocampo, Managing Director, TNS Global</span><br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"> <br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"><span style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)">"This book explains how I can creatively convert product programs into market and customer plans via the process of the correct market segmentation... In shifting my attention to commonalities between two or more market segments, I can come to identify a market that seems not to exist but happens to be there!" - Sonnie Co, SVP, Professional Health Group, UNILAB</span><br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"> <br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"><span style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)">"I have hung on Dr Ned Roberto's every word since I was first introduced to him five years ago. He is the greatest marketing guru I have ever met. He makes methodological research a great adventure to me, with the most attentive inspiring tour on segmenting in finding my brand's full potential. Our company has built three brands in a span of 3 years with more than 100% growth, each catering to different segments." - Cris Albert, CEO, Isportlife, Inc (for FILA, TIVA, Everest and Outdoors)</span><br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"> <br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"><br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"><span style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)">DR. NED ROBERTO,PH.D is one of Asia's leading authorities on marketing. He is a much sought after consultant, speaker, author, and educator. He has taught at Northwestern University in Chicago, INSEAD in France and at the Asian Institute of Management. In 1983, he received the Philippine Marketing Association's Agora Award for Marketing Education. Dr Roberto has consulted and conducted in-house seminars for Fortune 500 companies in the U.S., Europe, and Asia. </span><br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"> <br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"><span style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)">Dr Ned Roberto has also written Social Marketing 2/e co-authored with his friend and former professor at Northwestern University, Philip Kotler (now translated into 7 languages). Dr Ned is also the author of How to Make Local Governance Work, The Marketer's Guide to Socio Economic Classification of Consumers, Strategic Market Segmentation and many other books and articles. He co-writes MarketingRx, a weekly column published in the Philippine Daily Inquirer every Friday, with his son, Ardy Roberto.</span><br> <br style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)"><span style="font-family:verdana,arial,helvetica,sans-serif;background-color:rgb(255,255,255)">For in-house marketing, segmenting and marketing research training by Dr Ned Roberto, please call Salt & Light Ventures at (632) 813-2732/03 or email <a href="mailto:ardy@saltandlight.ph">ardy@saltandlight.ph</a> or <a href="mailto:ella@saltandlight.ph">ella@saltandlight.ph</a>. For a schedule of Dr Ned's public seminars on Segmenting or Marketing, please visit <a href="http://www.saltandlight.asia">www.saltandlight.asia</a> or call (632) 813-2732 or email <a href="mailto:ella@saltandlight.ph">ella@saltandlight.ph</a></span> </div> Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-42095977759466254242012-02-01T11:32:00.001+08:002012-02-01T11:32:59.540+08:0012 Books for 2012 - MarketingRx's Reading List - continuation (ardy.roberto.marketingrxpdi@blogger.com)<div style="background-color: #e6f0ff; width: auto; font-family: Arial, sans-serif; color: #000; padding: 5px;"><div style="height: 36px; font-size: 14px; font-weight: bold; padding-bottom: 4px;"><table style="display: inline;width: 100%;"><tbody><tr><td width="32px" style="padding: 0;"><img src="https://ssl.gstatic.com/docs/documents/share/images/services/document_large-2.png" style="height: 32px; margin-right: 5px;" alt=""></td> <td valign="middle" height="32px" style="padding: 0;">Part II - 12 Books for 2012 - MarketingRx's Reading List</td></tr></tbody></table></div> <div style="overflow: auto; 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We promised at least 12, so here's the rest of the list. (Please do share what's on your reading list!)</font> </p> <p style=MARGIN:0pt> <font size=3><br> </font> </p> <p style=MARGIN:0pt> <font size=3>In preparing my list, I scoured what is being recommended by book reviewers, marketing bloggers, and schools. I even emailed our marketing colleagues and asked for their reading list. After gathering the recommendations, here's what's on my "To Read" list this year. What's on yours? (Disclosure, none of these books were sent to us for review by the publisher or by any bookstore.)</font> </p> <p style=MARGIN:0pt> <font size=3><br> </font> </p> <p style=MARGIN:0pt> <font size=3>If you missed last week's list here's the summary: </font> </p> <p style=MARGIN:0pt> <font size=3>1. </font><b><font size=3>Speed Reading by Tony Buzan</font></b><font size=3> (BBC Publishing). </font> </p> <p style=MARGIN:0pt> <font size=3>2. <b>Steve Jobs by Walter Isaacson</b>. (Simon & Schuster) </font> </p> <p style=MARGIN:0pt> <font size=3>3. <i><a href=http://www.amazon.com/Thinking-Fast-Slow-Daniel-Kahneman/dp/0374275637 style=TEXT-DECORATION:none target=_blank>Thinking, Fast and Slow by Daniel Kahneman</a></i> </font> </p> <p> <font size=3><a href=http://www.arandomjog.com/wp-content/uploads/2012/01/Data-Driven-Marketing1.jpeg style=TEXT-DECORATION:none><img alt="" class="alignright size-full wp-image-3952" height=193 src=http://www.arandomjog.com/wp-content/uploads/2012/01/Data-Driven-Marketing1.jpeg style=BORDER-COLOR:initial;BORDER-WIDTH:initial;FLOAT:right;MARGIN-LEFT:15px;MARGIN-RIGHT:0px title="Data Driven Marketing" width=128></a>4. <i><a href=http://www.amazon.com/Data-Driven-Marketing-Metrics-Everyone-Should/dp/0470504544/ref=sr_1_1?s=books&ie=UTF8&qid=1325543750&sr=1-1 style=TEXT-DECORATION:none target=_blank>Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know</a></i> by Mark Jeffery. </font> </p> <p style=MARGIN:0pt> <font size=3>5. <b>The Starfish and The Spider</b>, The Unstoppable Power of Leaderless Organizations by Ori Brafman and Rod Beckstrom. </font> </p> <p style=MARGIN:0pt> <font size=3>6. <b>Mavericks At Work</b> (Why the Most Original Minds in Business Wins) by Bill Taylor and Polly LeBarre. </font> </p> <div> <font size=3>7. <b>Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition</b></font> <div> <font size=3><b>by Guy Kawasaki.</b> </font> </div> </div> <div> <font size=3>8. <b>Rules of Thumb, 52 Truths for Winning at Business Without Losing Your Self</b> by Alan M. Webber.</font> </div> <p style=MARGIN:0pt> <font size=3>9. <b>Small Store Marketing by Chiqui Escareal-Go.</b> <br> <br class=Apple-interchange-newline> </font> </p> <p style=MARGIN:0pt> <font size=3>Here's the rest of the dozen plus a couple more. </font> </p> <p style=MARGIN:0pt> <font size=3><br> </font> </p> <p style=MARGIN:0pt> <font size=3>#10. <b>Onward: How Starbucks Fought for Its Life Without Losing Its Soul</b> by Howard Schultz</font> </p> <p style=MARGIN:0pt> <font size=3><br> </font> </p> <p style=MARGIN:0pt> </p> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2><br> </font> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2>How can you resist not reading through an opening page that reads like this:</font> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2>"One Tuesday afternoon in February 2008, Starbucks closed all of its US stores.</font> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2>A note posted on 7,100 locked doors explained the reason:</font> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2>""We're taking time to perfect our espresso.</font> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2>Great espresso requires practice. </font> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2>That's why we're dedicating ourselves to honing our craft.""</font> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2><br> </font> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2>Schultz goes on to relate how they decided to retrain 135,000 baristas to pour the perfect shot of espresso as part of it's comeback plan. The plan to close all of its stores all at once to retrain their baristas, was a difficult one. They would lose millions of dollars of sales, their stock would tumble further down, and it would be tantamount to admitting that Starbucks wasn't good anymore. Perfect fodder for the critics. But Shultz felt strongly about the retraining: "Pouring espresso is an art; one that requires the barista to care about the quality of the beverage. If the barista only goes through the motions (and)...does not care...then Starbucks has lost the essence of what we set out to do 40 years ago: to inspire the human spirit." </font> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2><br> </font> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2>Wow.</font> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2><br> </font> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2>Sold? We are interested to find out how Starbucks reconnected its brand with its customers and came back from what looked like a Borders kind of impending bankruptcy stemming from over expansion. Would be a good read while you sip a Tall Latte at the corner Starbucks. Here's more from the book description. </font> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2><br> </font> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2>"In 2008, Howard Schultz, the president and chairman of Starbucks, made the unprecedented decision to return as the CEO eight years after he stepped down from daily oversight of the company and became chairman. Concerned that Starbucks had lost its way, Schultz was determined to help it return to its core values and restore not only its financial health, but also its soul. In <i>Onward</i>, he shares the remarkable story of his return and the company's ongoing transformation under his leadership, revealing how, during one of the most tumultuous economic times in history, Starbucks again achieved profitability and sustainability without sacrificing humanity.</font> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2>Offering readers a snapshot of a moment in history that left no company unscathed, the book zooms in to show, in riveting detail, how one company struggled and recreated itself in the midst of it all. The fastpaced narrative is driven by day-to-day tension as conflicts arise and lets readers into Schultz's psyche as he comes to terms with his limitations and evolving leadership style. <i>Onward</i> is a compelling, candid narrative documenting the maturing of a brand as well as a businessman."</font> </div> <div style="FONT-FAMILY:verdana, arial, helvetica, sans-serif"> <font size=2><font face="verdana, arial, helvetica, sans-serif"><font size=2>(Onward was voted Best Book for April 2011 by Amazon and was a #1 New York Time Bestseller.)</font></font> <br> </font> </div> <font size=3><br> </font> <p> </p> <p style=MARGIN:0pt> </p> <div id=xjvy style=TEXT-ALIGN:left> <img src=https://docs.google.com/File?id=dgk2t63r_2562hg45h4sw_b style=HEIGHT:455px;WIDTH:322px> </div> <font size=3><br> </font> <p> </p> <p style=MARGIN:0pt> <font size=3><br> </font> </p> <p style=MARGIN:0pt> <font size=3>#11. <b>8 Simple Secrets to Raising Entrepreneurs</b> by Mary Joy Canon Abaquin and Go Negosyo. If we are to raise a new generation of Filipinos with a heart to lift up the Philippines out of poverty, then we need to encourage our kids who show an entrepreneurial bent to go for it. The younger they are trained and encouraged the better. "Teacher Joy", who is an early child educator, school owner and proponent of the multiple intelligence education movement, writes a creative book that parents can read together with their children. Go Negosyo founder and publisher of the book, Joey Concepcion, in his blog about the book says "<font face="arial, helvetica, sans-serif"><font color=#333333><font size=3>I hope that all parents will learn from <b>8 Simple Secrets to Raising Entrepreneurs</b> and be able to guide their children to be the best that they can be. Some of our children may not turn out to be what we expect them to be, but never underestimate them. Who knows? They may turn out to be the next multimillionaire. God blesses each one in different ways. As parents and teachers, it is our duty to bring out the best in our kids or students. In end, what is important is that they realize the value of hard work, love of family, love of country and love of God."</font></font></font></font> </p> <p style=MARGIN:0pt> <font size=3><br> </font> </p> <p style=MARGIN:0pt> </p> <div id=lnbr style=TEXT-ALIGN:left> <img src=https://docs.google.com/File?id=dgk2t63r_2564ffzzz5f6_b style=HEIGHT:480px;WIDTH:376px> </div> <font size=3><br> </font> <p> </p> <p style=MARGIN:0pt> <font size=3><br> </font> </p> <p style=MARGIN:0pt> <font size=3>#12. </font><i style="FONT-FAMILY:Arial, Helvetica, sans-serif"><a href=http://www.ft.com/cms/s/529cbcc8-e90b-11e0-ac9c-00144feab49a.html#c style=COLOR:#003399;TEXT-DECORATION:none title=www.ft.com><font size=2>Poor Economics</font></a><font size=2> by Abhjit Banerjee.(Perseus Books, UK) </font></i><font size=2><font face="arial, helvetica, sans-serif"> Every since we (the Sr MRxer, Dr Ned) got involved in Social Marketing (not the social media marketing, but using marketing to change or influence public behavior towards a better world), books like this have a special place on our reading list. Poor Economics champions "radical new ways of tackling global poverty". It was awarded the 2011 Financial Times and Goldman Sachs Business Book of the Year. </font></font><font size=2><font face="arial, helvetica, sans-serif">Lionel Barber, editor of the Financial Times and chair of the panel of judges, said he had been "blown away by the thoroughness of [Banerjee and Duflo's] empirical research. This is going to be a real basis for innovation in policy, innovation in government, and a guide to intellectual debate. This is a business book in the broadest sense". As a companion reader with this book, watch out also for Dr Ned's Social Marketing Research book in the Philippine setting. </font></font> </p> <p style=MARGIN:0pt> <font size=3><br> </font> </p> <p style=MARGIN:0pt> <font size=3>If you receive a 13th or even a 14th month bonus every year, then you should invest in yourself more and read a couple of more titles. Who knows, the investment will result in you getting the equivalent of a 15th or 16th month bonus!</font> </p> <p style=MARGIN:0pt> <font size=3><br> </font> </p> <p style=MARGIN:0pt> <font size=3>#13. The Zappos Experience by Joseph Michelli. This would serve as a good reading companion to the book, Delivering Happiness, by Tony Hsieh, the founder of Zappos, who just became the newest billionaire when he sold his company to Amazon. The online retailer of shoes and other merchandise has become known through word-of-mouth marketing. It simply had the policy of creating a great customer experience and going the extra ten miles in making its customers the happiest they could be. For Zappos, they made customer happiness the new marketing. </font> </p> <p style=MARGIN:0pt> <font size=3><br> </font> </p> <p style=MARGIN:0pt> </p> <p style="FONT-FAMILY:Georgia, serif;TEXT-ALIGN:left"> <font size=3>Here's more from the book description:</font> </p> <p style="FONT-FAMILY:Georgia, serif;TEXT-ALIGN:left"> <font size=3>"The Zappos Experience" takes you through--and beyond--the playful, offbeat company culture Zappos has become famous for. Michelli reveals what occurs behind the scenes at Zappos, showing how employees at all levels operate on a day-today basis while providing the "big picture" leadership methods that have earned the company $1 billion in annual gross sales during the last ten years--with almost no advertising. Michelli breaks the approach down into five key elements: Serve a Perfect Fit--create bedrock company valuesMake it Effortlessly Swift--deliver a customer experience with ease Step into the Personal--connect with customers authentically S T R E T C H--grow people and productsPlay to Win--play hard, work harder. </font> </p> <p style="FONT-FAMILY:Georgia, serif;TEXT-ALIGN:left"> <font size=3><br> </font> </p> <p style="FONT-FAMILY:Georgia, serif;TEXT-ALIGN:left"> <font size=3>When you enhance the customer experience, increase employee engagement, and create an energetic culture, you can't help but succeed. Zappos has woven these five key components into a seamless strategy that's the envy of business leaders.</font> </p> <p style="FONT-FAMILY:Georgia, serif;TEXT-ALIGN:left"> <font size=3><br> </font> </p> <p style="FONT-FAMILY:Georgia, serif;TEXT-ALIGN:left"> </p> <div id=do6f style=TEXT-ALIGN:left> <img src=https://docs.google.com/File?id=dgk2t63r_2563c7rp5rhb_b style=HEIGHT:200px;WIDTH:131px> </div> <font size=3><br> </font> <p> </p> <font size=3><br> </font> <p> </p> <p style=MARGIN:0pt> <font size=3><br> </font> </p> <p style=MARGIN:0pt> <font size=3>#14. What else should be on your reading list? </font> </p> <p style=MARGIN:0pt> </p> <div style=TEXT-ALIGN:left> <font size=3>We have Mobilized Marketing (How to d</font><font size=3>rive sales, engagement and loyalty through mobile devices) by Jeff Hasen, The Best of Guerrilla Marketing by Jay Conrad Levinson, </font><font size=3>The Happiness Advantage: The Seven Principles of Positive Psychology That Fuel Success and Performance at Work by Shawn Achor.</font> </div> <div style=TEXT-ALIGN:left> <font size=3><br> </font> </div> <div style=TEXT-ALIGN:left> <font size=3>All of the books listed should be available at National Bookstore, Powerbooks, Fully Booked and Amazon Kindle as ebooks. I've resisted listing our own books here as it might be perceived as self-serving. (And we've already read them too!) So, go ahead and read and grow your business. We've always found good books to re-energize our spirits when the dips and valleys come in our own businesses. We hope and pray that you find inspiration and wisdom in the books we listed. </font> </div> <div style=TEXT-ALIGN:left> <font size=3><br> </font> </div> <div style=TEXT-ALIGN:left> <font size=3>Send us your recommended reading list or what you think of the books we listed via email: marketingrx@pldtdsl.net or drnedmarketingrx@gmail.com. Happy reading and God bless!</font> </div> <br></body> </html></div> <br> <span style="color: #898989;">Google Docs makes it easy to create, store and share online documents, spreadsheets and presentations.</span> <div style="text-align: right;"><a href="https://docs.google.com"><img style="border: 0;margin-top: 10px;" src="https://ssl.gstatic.com/docs/documents/share/images/services/docs_logo-1.gif" alt="Logo for Google Docs"></a></div></div></div>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com1tag:blogger.com,1999:blog-8435914808002082874.post-61935298072925829172012-01-30T10:12:00.001+08:002012-01-30T10:12:40.423+08:0012 Books to read for 2012 (part 1)<div class="gmail_quote"><div><div style="background-color:#e6f0ff;width:auto;font-family:Arial,sans-serif;color:#000;padding:5px"><div style="overflow:auto;font-size:13px;background-color:#fff;padding:10px 7px 7px 7px"><span style="color:#000"><pre style="font-size:13px;font-family:Arial,sans-serif;white-space:pre-wrap;white-space:-moz-pre-wrap!important;word-wrap:break-word"> Here's the list we published last Friday. </pre></span> <div style="min-height:1px;background-color:#ccc;padding:0px"></div> <br> <div style="border:1px 0 solid #000;padding:10px 0"> <u></u> <div> <p style="MARGIN:0pt"> <font size="3">MarketingRx for January 27, 2012</font> </p> <p style="MARGIN:0pt"> <font size="3"><br> </font> </p> <p style="MARGIN:0pt"> <font size="3">....</font> </p> <p style="MARGIN:0pt;TEXT-ALIGN:center"> <font size="3">12 books to read for 2012</font> </p> <p style="MARGIN:0pt;TEXT-ALIGN:center"> </p> <p style="MARGIN:0pt"> <font size="3">Personal growth gurus and career coaches that I have had the privilege to talk with have all recommended that managers or leaders should read a book a week. Now, I hardly have time to read through all the sifted email that my inbox software marks as "important", "priority" or non-spam, more so 52 books a year! Come on. Okay, so maybe it is time that we take up a speed reading course. But to be sure, and not to overwhelm, perhaps a book a month would be fair game?</font> </p> <p style="MARGIN:0pt"> <font size="3"><br> </font> </p> <p style="MARGIN:0pt"> <font size="3">In preparing my list, I scoured what is being recommended by book reviewers, marketing bloggers, and schools. I even emailed our marketing colleagues and asked for their reading list. After gathering the recommendations, here's what's on my "To Read" list this year. What's on yours? (Disclosure, none of these books were sent to us for review by the publisher or by any bookstore.)</font> </p> <p style="MARGIN:0pt"> <font size="3"><br> </font> </p> <p style="MARGIN:0pt"> <font size="3">1. <b>Speed Reading by Tony Buzan</b> (BBC Publishing). Well, why not start with this? There's an explosion of books, blogs, articles, reports, white papers, novels to read on iPad, Kindle, etc etc etc that are begging for your attention. If you haven't taken one of those Prosec Speed Reading courses, you can opt for the strategies and tips that Mind Mapping founder (and founder of the World Memory Championships), Tony Buzan recommends. (Disclosure, my company has the license to teach Tony Buzan's Mind Mapping courses, but does not get any royalties from the sales of his books here in the Philippines.)</font> </p> <p style="MARGIN:0pt"> <font size="3"><br> </font> </p> <p style="MARGIN:0pt"> <font size="3">2. <b>Steve Jobs by Walter Isaacson</b>. I usually don't join bandwagons, but there are good reasons why this book is the number one overall best-selling book of 2011 even though it was released only in October 2011. That includes Amazon, The New York Times list, and yes, National Bookstore. (The sales lady at National said, "we can't count anymore the number of Steve Jobs books we've sold!") I got my copy as a Christmas gift from my sweet wife, Tingting, and couldn't put it down. (Was just going to go for the shortest chapter before going to sleep at 11pm and put it down at 1.30am). Isaacson does a great job in writing the book and getting out of the way, so to speak. Jobs is a control freak but he gave enormous freedom to the author, Isaacson. The value in this book (aside from the "Insider" show type of glimpses of how Job's was in his personal life--surprising how he and his wife were into PDA--public display of affection) as a marketer and business man is the rich insight on how Jobs drove deals and drove himself and his teams to create great PRODUCT first. Profit was not Jobs' motivator. (He believed profit would follow.) He was not a believer in market research per se, but relied on his adept, almost prophetic reading of what consumers WOULD want and got a great kick out of it. The inside story of how Pixar's first movie, Toy Story, came to be, reads like a suspense novel. This chapter is worth the price of the book already. Can't wait to read the rest of this big book. </font> </p> <p style="MARGIN:0pt"> <font size="3"><br> </font> </p> <p style="MARGIN:0pt"> <font size="3">These next two are recommended by blogger, Joshua Duncan, at <a href="http://www.aRandomJog.com" target="_blank">www.aRandomJog.com</a> (Where Product is the New Marketing). I've put these on my list as well. Duncan writes:</font> </p> <p style="MARGIN:0pt"> <font size="3"><br> </font> </p> <p style="MARGIN:0pt"> <font size="3">3. <i><a href="http://www.amazon.com/Thinking-Fast-Slow-Daniel-Kahneman/dp/0374275637" style="TEXT-DECORATION:none" target="_blank">Thinking, Fast and Slow by Daniel Kahneman</a></i> was selected as one of the <a href="http://www.amazon.com/best-books-2011/b/ref=amb_link_358991582_3?ie=UTF8&node=3321372011&pf_rd_m=ATVPDKIKX0DER&pf_rd_s=hero-quick-promo&pf_rd_r=0KKYJDZ94XE3NMNHWGB6&pf_rd_t=201&pf_rd_p=1333381022&pf_rd_i=0374275637" style="TEXT-DECORATION:none" target="_blank">best books of 2011 by Amazon</a>. Here's an excerpt from the book description,</font> </p> <blockquote style="MARGIN-LEFT:15px;MARGIN-RIGHT:15px"> <p> <i><font size="3">In the highly anticipated Thinking, Fast and Slow, Kahneman takes us on a groundbreaking tour of the mind and explains the two systems that drive the way we think. System 1 is fast, intuitive, and emotional; System 2 is slower, more deliberative, and more logical. Kahneman exposes the extraordinary capabilities—and also the faults and biases—of fast thinking, and reveals the pervasive influence of intuitive impressions on our thoughts and behavior.</font></i> </p> </blockquote> <p> <font size="3"><a href="http://www.arandomjog.com/wp-content/uploads/2012/01/Data-Driven-Marketing1.jpeg" style="TEXT-DECORATION:none" target="_blank"><img alt="" height="193" src="http://www.arandomjog.com/wp-content/uploads/2012/01/Data-Driven-Marketing1.jpeg" style="BORDER-COLOR:initial;BORDER-WIDTH:initial;FLOAT:right;MARGIN-LEFT:15px;MARGIN-RIGHT:0px" title="Data Driven Marketing" width="128"></a>4. <i><a href="http://www.amazon.com/Data-Driven-Marketing-Metrics-Everyone-Should/dp/0470504544/ref=sr_1_1?s=books&ie=UTF8&qid=1325543750&sr=1-1" style="TEXT-DECORATION:none" target="_blank">Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know</a></i> by Mark Jeffery. Here's an excerpt from the book description,</font> </p> <blockquote style="MARGIN-LEFT:15px;MARGIN-RIGHT:15px"> <p> <i><font size="3">We live in budget-cutting times, and marketing budgets are among the first to get cut. Why? When non-marketing executives take a hard look at the numbers, they often can't see a tangible link between marketing and overall revenue. So if you're a marketer today, you're probably facing the need to do more with less, justify all investments, show results, and still beat the competition. The secret to this balancing act is having—and correctly using—the numbers.</font></i> </p> </blockquote> <p> </p> <p style="MARGIN:0pt"> <font size="3"><br> </font> </p> <p style="MARGIN:0pt"> <font size="3">Recommended books #5 to #8, were submitted to me by the young visionary and social entrepreneur, Jay Jaboneta, who recently spoke at TEDxMontpellier in France about his Yellow Boat project that has helped thousands of poor students in Zamboanga get to school on yellow boats (whereas they were literally swimming to school before!) Here are his recommendations:</font> </p> <p style="MARGIN:0pt"> <font size="3"><br> </font> </p> <p style="MARGIN:0pt"> <font size="3">5. <b>The Starfish and The Spider</b>, The Unstoppable Power of Leaderless Organizations by Ori Brafman and Rod Beckstrom. The concept of</font> </p> <div> <font size="3">leaderless organizations in The Starfish and The Spider will blow YOUR mind away. Can YOUR organization function without leaders? No? Learn it from this book.</font> </div> <p> </p> <p style="MARGIN:0pt"> <font size="3"><br> </font> </p> <p style="MARGIN:0pt"> <font size="3">6. <b>Mavericks At Work</b> (Why the Most Original Minds in Business Wins) by Bill Taylor and Polly LeBarre. Again for those of YOU who may not</font> </p> <div> <font size="3">be familiar, Bill Taylor is Alan M. Webber's co-founder in Fast Company magazine. They are invariably the two most fascinating writers and authors of our age. Though</font> </div> <div> <font size="3">Mavericks At Work didn't become a global phenomenon as The Tipping Point, we believe the book has clearly</font> </div> <div> <font size="3">illustrated many of the shining examples of companies who have blazed an amazing trail in business history.</font> </div> <div> <font size="3">Mavericks At Work shows companies who have blazed new pathways to business success. Reinvention or as Tom</font> </div> <div> <font size="3">Peters would have it, re-imagination, is at the core of any innovative and highly-successful company.</font> </div> <div> <font size="3">Are YOU blazing new trails? Are YOU a maverick?</font> </div> <font size="3"><br> </font> <div> <font size="3">7. <b>Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition</b></font> <div> <font size="3"><b>by Guy Kawasaki.</b> This book hands down is the start-up bible. We deeply encourage every entrepreneur out there who is starting out </font> </div> <div> <font size="3">and even those who have already started to buy the book, read it in one sitting, read it again, read it some</font> </div> <div> <font size="3">more and then apply it. And then read it some more. It is probably better to read it together with his other amazing</font> </div> <div> <font size="3">book The Art of the Start. And Reality Check really offers many solutions to the challenges that every starting entrepreneur faces. </font> </div> <div> <font size="3">It is not only a guide-to-book but also a great source of inspiration. Guy's blog entitled How to Change the World is a good addition to this book. </font> </div> <div> <font size="3">Are YOU ready to make meaning? To change the world?</font> </div> </div> <font size="3"><br> </font> <div> <font size="3">8. <b>Rules of Thumb, 52 Truths for Winning at Business Without Losing Your Self</b> by Alan M. Webber.</font> <div> <font size="3">On top of the list is Alan M. Webber's Rules of Thumb. It might surprise YOU but definitely Alan Webber has helped revolutionized both the old and new. In</font> </div> <div> <font size="3">the last 20 years, he has transformed the Harvard Business Review and made it shine. And after that, he co-founded with Bill Taylor, the new magazine of the</font> </div> <div> <font size="3">century, Fast Company Magazine. This is not an overstatement. Fast Company is one of the most innovative news publishers in the world today. It has invariably</font> </div> <div> <font size="3">become a hotbed for journalistic creativity having one of the largest contributors from the expert blogging and Internet community.</font> </div> <font size="3"><br> </font> <div> <font size="3">Alan Webber's book describes not a new world order but rather a new world reality where old practices need to be redefined and re-invented creatively. Alan</font> </div> <div> <font size="3">Webber as a global detective (as he likes to call himself) has become sort of a trendspotter who has laid for us some of the most interesting rules we will ever</font> </div> <div> <font size="3">read about. He talks about Teachers are Everywhere and Good Questions Always Beat Good Answers. In fact, this is old news, but no one has laid it down perfectly as Alan Webber today. </font> </div> <div> <font size="3">His book is a great guide and very handy for any business or business leader as YOU take up the challenge of crafting a strategy that can captivate YOUR consumers' minds. </font> </div> <div> <font size="3">Are YOU spotting the megatrends in YOUR industry? How about the microtrends?</font> </div> </div> <p> </p> <p style="MARGIN:0pt"> <font size="3"><br> </font> </p> <p style="MARGIN:0pt"> <font size="3">I wanted to reserve the rest of the list (9 to 12) for business books written by Filipino authors. And then I realized that the pickings were quite slim. It's still the "usual suspects" writing books. So here's a shout out to Filipino business leaders, professors, and entrepreneurs to start becoming authors! We want to read your stories and insights. (By the way, if I may plug our Project Author 2.1 Tuesday night course designed to mentor and guide aspiring authors to write, publish and launch their books. Send an email to <a href="mailto:jc@saltandlight.ph" target="_blank">jc@saltandlight.ph</a> for inquiries.) </font> </p> <p style="MARGIN:0pt"> <font size="3"><br> </font> </p> <p style="MARGIN:0pt"> <font size="3">The next recommended title/s are from the dynamic husband and wife duo, Chiqui and Josiah Go (Yes, one of the perennial "usual suspects" who come out with new books every year. (Disclosure: Chiqui and Josiah are friends of ours but the number of books that they have sold speaks for itself.)</font> </p> <p style="MARGIN:0pt"> <font size="3"><br> </font> </p> <p style="MARGIN:0pt"> <font size="3">9. <b>Small Store Marketing by Chiqui Escareal-Go.</b> This is the first-ever book in taglish (Tagalog-English) for the small stores or popularly knows as "Sari-sari" stores in the Philippines with 25,000 copies sold in 2011. It's been in the top 5 National Bookstore best-sellers list as well. In November of 2011 we featured <a href="http://business.inquirer.net/30907/what-can-a-small-store-like-me-do-to-get-more-business" title="Small Store Marketing" target="_blank">Small Store Marketing</a> in this column and listed down the 7 principles (e.g. Grow without cannibalizing existing sales, convert from functional to emotional) that small store owners could implement to make their businesses sustainable and prosper. Though it was meant for a specific niche, the insights and principles should be relevant to all marketers. Read this together with Josiah Go and Chiqui Go's <b>Fundamentals of Marketing in the Philippine Setting</b> (2/e). As always, Chiqui and Josiah make the lessons relevant by providing a treasure trove of stories and case studies of successful Philippine brands and businesses. <br> <br> </font> </p> <p style="MARGIN:0pt"> <font size="3"><br> </font> </p> <p style="MARGIN:0pt"> <font size="3">We are out of space, so we'll continue next Friday. This will also give me the chance to search and review for more books written by Filipinos. Though there are only 3 slots left to round off the recommended dozen books for 2012, we can add a few more titles to the list especially if they come from our readers. (Who knows, after you've read the Speed Reading book, you can expand your list to 24 or 52!) Send us your recommended reading list via email: <a href="mailto:marketingrx@pldtdsl.net" target="_blank">marketingrx@pldtdsl.net</a> or <a href="mailto:drnedmarketingrx@gmail.com" target="_blank">drnedmarketingrx@gmail.com</a>. Happy reading and God bless!</font> </p> <br></div> </div> <br> <span style="color:#898989">Google Docs makes it easy to create, store and share online documents, spreadsheets and presentations.</span> <div style="text-align:right"><a href="https://docs.google.com" target="_blank"><img style="border:0;margin-top:10px" src="https://ssl.gstatic.com/docs/documents/share/images/services/docs_logo-1.gif" alt="Logo for Google Docs"></a></div> </div></div></div></div><br><br clear="all"><div><br></div>-- <br><b><span style="font-size:large">Ardy Roberto, Co-Founder</span></b><br>Salt & Light Ventures, Inc and Inspire Phils<br><a href="http://www.saltandlight.ph" target="_blank">www.saltandlight.ph</a> <a href="http://www.inspireleaders.com.ph" target="_blank">www.inspireleaders.com.ph</a><div> <div><div><b>"Live a blessed life!"</b><br>Facebook, Skype ID: ardyroberto<br>Author: <i>The Heart of Healing | Ang Buhay na Hindi Bitin | Ang Pera na Hindi Bitin | Adventures in Entrepreneurship | Best of MarketingRx | S4-Success Secrets of the Sales Superstars</i><br> <br></div><div>Salt & Light Ventures is the only Filipino training provider to have won both international and local awards, including: Entrepreneur of the Year (Entrepreneur Magazine), Golden Quill Award for Achievers & Leaders Seminar, Anvil Award for The John Maxwell Leadership Summit, Gold Award DM Asia Awards (Singapore), Finalist - Cannes Advertising Awards (France), Gold Araw Award at the Ad Congress |</div> <div><br></div><div>Salt & Light Ventures is the sole licensee of Tony Buzan's Mind Mapping Creativity workshops and Jay Levinson's Guerrilla Marketing seminars and o<span style="font-family:Arial">rganizer of: Buzan Creative Thinking Seminars | Guerrilla Marketing Seminars | Achievers & Leaders Summit | Customer Experience | Leading without the Title | From Executive to Entrepreneur | Servant Leader Workshop | Brainstorming to Mindstorming | Developing a GM Mindset | Strategic Thinking & Visioning with Agnes Sarthou Ph.D. | Managing your Finances 101 | Dr Ned's Marketing Series | The EQ Leader with Dr Dups | John Maxwell in Manila | Tony Buzan in Manila | Al Ries in Manila |</span></div> </div></div><div><font face="Arial"><br></font></div><div><span style="font-family:Arial"><span style="font-family:arial">Inspire Leadership Consultancy is the sole licensee of John Maxwell's leadership modules and seminars</span></span></div> <div><span style="font-family:Arial"><span style="font-family:arial"><br></span></span></div><div><table border="0" cellpadding="0" cellspacing="0" style="color:rgb(68,68,68);font-family:sans-serif;font-size:12px;background-color:rgb(255,255,255)"> <tbody><tr><td colspan="2" style="border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;border-style:initial;border-color:initial;padding-bottom:5px;vertical-align:top"><div style="margin-top:14px;margin-right:0px;margin-bottom:12px;margin-left:0px;font-size:10pt;font-weight:bold;color:rgb(102,119,119)"> <br></div><a href="http://www.earnmailer.com/link/1438a00518359263" style="text-decoration:none" target="_blank"><img src="http://www.earnmailer.com/file/1438a00518359263" border="0" style="border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;border-style:initial;border-color:initial"></a></td> </tr><tr><td align="left" style="border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;border-style:initial;border-color:initial;padding-bottom:5px;vertical-align:top"><a href="http://www.earnmailer.com/alert/confirm/1438a00518359263" style="text-decoration:none" target="_blank"><div style="margin-top:6px;font-size:7pt;font-family:tahoma,waree,sans-serif;color:rgb(136,136,136);padding-right:20px"> <img src="http://cdn.earnmailer.com/report_this.jpg" border="0" style="border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;border-style:initial;border-color:initial"></div></a></td><td align="right" style="border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;border-style:initial;border-color:initial;padding-bottom:5px;vertical-align:top"> <a href="http://www.earnmailer.com/" style="text-decoration:none" target="_blank"><div style="margin-top:6px;font-size:7pt;font-family:tahoma,waree,sans-serif;color:rgb(136,136,136);padding-left:20px"><img src="http://cdn.earnmailer.com/em_ads.jpg" border="0" style="border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;border-style:initial;border-color:initial"></div> </a></td></tr></tbody></table></div><br> Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-16256451927618490092011-07-26T14:40:00.001+08:002011-07-26T14:40:26.469+08:00My marketing mentor<a href="http://business.inquirer.net/5634/my-marketing-mentor">My marketing mentor</a>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-77206094349356603842011-07-26T14:40:00.000+08:002011-07-26T14:40:00.664+08:00Why did McDonald’s give up selling those nice toys?<a href="http://business.inquirer.net/7034/why-did-mcdonald%E2%80%99s-give-up-selling-those-nice-toys">Why did McDonald’s give up selling those nice toys?</a>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-9210361708788956502011-07-26T14:29:00.001+08:002011-07-26T14:31:13.975+08:00‘How can I deal with the media/press without any money involved?’<a href="http://business.inquirer.net/8101/%E2%80%98how-can-i-deal-with-the-mediapress-without-any-money-involved%E2%80%99">‘How can I deal with the media/press without any money involved?’</a>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-90381526200215222842011-04-20T17:36:00.000+08:002011-04-20T17:36:41.750+08:00Branding Technology Products<div class="gmail_quote"><div><div style="background-color: #d1e4f0; color: black; font-family: Arial, sans-serif; padding: 5px; width: auto;"><div style="background-color: white; font-size: 13px; overflow: auto; padding: 10px 7px 7px 7px;"><div style="border: 1px 0 solid #000; padding: 10px 0;"><div>Since the Inquirer is not publishing a column this Friday, here's a redux of a recent column on Branding Tech products. Have a safe and holy Easter break!<br />
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Q: We're not a marketer of consumer products like laundry soap or shampoo. We're a dealership chain of technology products like laptops and mobile phones (iincluding their servicing.) So we're marketing brands like Acer and HP for laptops, and Nokia and Samsung for mobile phones. In a supermarket, consumers shop and choose between, for example, a Surf or an Ariel for a detergent, and a Sunsilk or a Palmolive for a shampoo. These are brands of different multinational companies like Unilever, P&G and Colgate-Palmolive. <br />
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In our case we sell the company brand such as Acer, HP, Nokia, and Samsung. Acer has different laptops but we sell them as Acer not as Acer 5620. In the same way, we sell Nokia as Nokia and not as N-70, which is one of its variants. Our newly hired marketing director who came from Nestle recommended that we should brand the different variants of Acer and HP laptops as well as the different Nokia and Samsung mobile phone products. Everyone in the office rejected the idea saying that ours are technology products and they're all selling well as an Acer, an HP, a Nokia and a Samsung. The guy countered and said: "Can you imagine how much more they will sell if they are branded?" <br />
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Is this true? Aside from claiming increased sales and assuming that our principals will allow us, is there some other more convincing reason why we should brand a technology product? What does your branding experience say about these questions? <br />
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A: LET'S START WITH A FEW NECESSARY CLARIFICATIONS. "Surf," "Ariel," "Sunsilk" and "Palmolive" are product brands. On the other hand, "Acer," "HP," "Nokia," "Samsung," "Unilever," "P&G," and "Colgate-Palmolive" are corporate brands. <br />
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In the branding circle, the likes of Unilever, P&G and Colgate-Palmolive are known to practice what David Aaker in his 2004 book on Brand Portfolio Strategy, called the "house of brands" strategy to brand architecturing. Each of these FMCG (fast moving consumer goods) companies has several product brands under a given product category. For example, Unilever has several shampoo brands like Sunsilk and Clear. Most often, consumers are more familiar with the product brand like Sunsilk than with the corporate brand that owns the product brand as in the case of Unilever, owner of Sunsilk. <br />
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In the case of Acer, HP, Nokia and Samsung, the brand portfolio strategy adopted is known as the "branded house" approach. Here, the driver brand is not the product brand but the corporate brand as in the case of most technology products and companies. <br />
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<b>Two exceptions</b><br />
However, according to Professor Mohanbir Sawhney of Kellogg School's Center for Research in Technology and Innovation at Northwestern University, you should note at least two exceptions. The first is where the technology company created brands that were very product-specific. Such a case actually forced the company in question to adopt less descriptive brand names and to resort to acronyms. Well-known examples include BARCO from the original Belgian American Radio Co., 3M in place of Minnesota Machinery Manufacturing, and IBM instead of International Business Machines. These companies have experienced speedy evolution as well as frequent transformations of their original product category into new and radically different categories. <br />
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Just look at the history of IBM and its product's evolution and transformations. In 2004, business newspapers reported that IBM has started promoting its brand in the emerging market for the software of business processes on demand even when this was still in its infancy. This was just the latest in the relatively quick succession of product generations that IBM had experience through the last 3-4 decades. IBM survived and maintained its leadership from one adoption cycle to the next by showing its resiliency and readiness to quickly adopt. <br />
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<b>Short-lived</b><br />
Because technology products move speedily through the adoption life cycle, branding favored the corporate brand more than the product brand whose product category is relatively short-lived. This is in sharp contrast to, say, Colgate that for decades has been in the toothpaste category. It's rare to see a technology brand that is closely associated with specific a product category. The association is with the company and therefore the corporate brand. <br />
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<b>Meaningless brand names</b><br />
The second exception to consider is the set of technology companies who intentionally adopt meaningless brand names. These companies have 2 reasons for doing this. The first is the more compelling. These companies know that their business and original product will quickly evolve into better next-generations and/or morph into a different or even entirely different business and product. So why allow the product to drive branding?<br />
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The second reason is related to the first. Adopting a meaningless brand name is easier to get target customers, over time, to learn the meaning that the company wants it to have. That's a matter of repeated exposure. Learning a changed or a new meaning because of the migration into a new category is also a matter of repeated exposure. Which corporate brands belong to this practice? Corporate brands like Xerox, Kodak, Cisco, Adobe, eBay are cases in point. <br />
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The foregoing should give you the basis and sources for answering and guiding your newly hired marketing director from Nestle. He's probably misguided in believing in the universality of what he learned about branding at Nestle.</div></div></div></div></div></div>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-3233277383367540412011-04-15T09:58:00.000+08:002011-04-15T09:58:37.906+08:00How can Mang Inasal sustain its success?<div>Republishing the most requested "Will Mang Inasal still be successful now that Jollibee owns it?" column.<br />
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Hi Dad, </div><div></div><div>I just arrived in HK . I have a couple of hours before my connecting flight to Mla, so let me edit your follow up to my Mang Inasal piece.</div><div><br />
I really like how you followed up with the marketing science and the ratio of Mang Inasal's probable success now that Jollibee owns 70% of it. <br />
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</div><div>By the way, Injap emailed to me a response to the column and gives his regards and thanks. I'm sure he'll respond to the 15% probability of success of Mang Inasal...</div><div></div><div>~~~<br />
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</div><div><div class="MsoFooter" style="margin: 0cm 0cm 0pt; tab-stops: 36.0pt;"><span style="font-family: 'Times New Roman'; font-size: small;">MarketingRx for November 12, 2010 </span></div><div class="MsoFooter" style="margin: 0cm 0cm 0pt; tab-stops: 36.0pt;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt;"><b style="mso-bidi-font-weight: normal;"><span style="font-size: 14pt;"><span style="font-family: 'Times New Roman';">"How can Mang Inasal sustain its success?" </span></span></b></div><div class="MsoFooter" style="margin: 0cm 0cm 0pt; tab-stops: 36.0pt;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt;"><span style="font-family: 'Times New Roman'; font-size: small;">By Dr Ned Roberto & Ardy Roberto</span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt;"><br />
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</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt;"><span style="font-family: 'Times New Roman';"><b style="mso-bidi-font-weight: normal;"><span style="font-size: 16pt;">Q: </span></b><span style="font-size: small;">Your column on Mang Inasal's success secret is still the continuing topic of our group's conversations. We're a foursome of Asian Institute of Management (AIM) Master in Entrepreneurship (ME) graduates and you taught our batch. T</span></span><span style="font-family: 'Times New Roman'; font-size: small;">here's one question raised during our past two weekly gatherings that we all tried answering. But we heard as many different answers as there were members. So we thought we'd pass on the question to you:"Assuming it's true that the 5 secrets you identified as responsible for Mang Inasal's Edgar Injap Sia's P3Billion success were correct, would these be the same 5 secrets that will sustain Mang Inasal's future success with Jollibee Foods Corp as it's new owner?" </span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt;"><span style="font-family: 'Times New Roman';"><b style="mso-bidi-font-weight: normal;"><span style="font-size: 16pt;">A: </span></b><span style="font-size: small;">CONVENTIONAL WISDOM PRESCRIBES that to do a good job at managing the future do so via the success of the past. But experience tells us that navigating the future with this mindset has proven to be a recipe much more for disaster than for success. For a more enlightened answer, we need a more enlightening framework. Because we're talking about the future, we need a better foresighting basis for diagnosing what can sustain Mang Inasal's success under Jollibee. </span></span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 135.0pt;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><span style="font-size: small;"><span style="font-family: 'Times New Roman';">A particularly appropriate foresighting framework is in micro-economics and another one in the literature on sustainable competitive advantage. We diagnose by taking each at a time.</span></span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><b style="mso-bidi-font-weight: normal;"><span style="font-size: small;"><span style="font-family: 'Times New Roman';">It's about "Complementarities"</span></span></b></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><span style="font-size: small;"><span style="font-family: 'Times New Roman';">Stanford University professor of micro-economics and "auctionomics," Paul Milgrom, coined the term "complementarities" to explain synergies from combining compatible business practices. In the case of Sia's Mang Inasal, its sustained competitive advantage over the 7 years when it scaled up to 303 stores came from not only repeating each one of its 5 secrets of success. The more significant factor was its maintaining the 5 practices' complementarity role for one another in the mix. In fact, it's more the mix that counted in the success than the individual elements in that mix.</span></span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><span style="font-size: small;"><span style="font-family: 'Times New Roman';">Let's recall those 5 factors and practices that were supposedly behind Mang Inasal's superior competitive advantage. Those 5 are: (1) Ready, fire, aim!; (2) Work your butt off!; (3) Think innovation. Copy but add something of value; (4) Think BIG!; and (5) Think marketing.</span></span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><span style="font-family: 'Times New Roman'; font-size: small;">We'll skip the explanation of each and rely on your memory to remember the Mang Inasal column 3 Fridays ago (or check out <a href="http://www.marketingrx.org/">www.marketingrx.org</a> or <a href="http://www.inquirer.net/">www.inquirer.net</a>.) But what needs underscoring at this point is that none of these 5 practices can be said to be anything new or innovative. So treated separately, not a single one of them can be claimed to be a success secret. </span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><span style="font-size: small;"><span style="font-family: 'Times New Roman';">The application and exercise of complementarities have shown that business success such as Mang Inasal comes from Sia's creativity. As the innovating entrepreneur, Sia had put to work each one of the 5 factors of success along with each of the other remaining 4 practices. For example, the surprising effectiveness of his peculiar but unknown way of combining "ready, fire, aim" with "work your butt off" yielded an outcome whose value was greater than the simple sum of the effectiveness of each of these two. There was synergy in the way Sia paired the two. And so it must have been with the rest of the mix of his 5 good but very ordinary business practices. </span></span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><span style="font-size: small;"><span style="font-family: 'Times New Roman';"> So is sustaining Mang Inasal's success in the future just a matter of maintaining the complementarities of its 5 success secrets and practices? Aren't complementarities just another way of saying you're managing from the past? Isn't this basically imitating the past?</span></span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><b style="mso-bidi-font-weight: normal;"><span style="font-size: small;"><span style="font-family: 'Times New Roman';">It's about Synergy and the "Mathematics of Probabilities"</span></span></b></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><span style="font-size: small;"><span style="font-family: 'Times New Roman';">There is some truth in saying this and that's why we need to integrate into this discussion David Dranove's thinking about sustainable competitive advantage. Dranove is professor of strategy at the Kellogg School at Northwestern University. </span></span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><span style="font-size: small;"><span style="font-family: 'Times New Roman';">Professor Dranove's provocative thesis came from his analysis of numerous cases of synergy. According to Professor Dranove, you can gain extraordinary results from just mixing but in the right proportions or levels ordinary means. So suppose under Jollibee Foods' system of doing marketing (in putting up in the next 300 more Mang Inasal stores) the new Mang Inasal is able to maintain practicing its 5 success secrets. Assume further that this continuation has a high probability of 70% success. Now, the chances of also successfully replicating all 5 practices in the way that Mang Inasal has done it in its first 303 stores is not going to be 70%. </span></span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><span style="font-size: small;"><span style="font-family: 'Times New Roman';">Why 70%? That's the ownership split under the acquisition and assuming that Jollibee Foods will allow the 30% owning Sia to have his ways 70% of the time until the raising its number of stores reaches 300 more. Professor Dranove's mathematics of probabilities predicts that the likelihood of maintaining the complementarities is 0.70 to the 5<sup>th</sup> power which equals 0.17 or 17%. So there's just 17% chance that Mang Inasal will go on succeeding and repeat its success in its first 300 stores to be true for its next 300 more stores. That's risking at less than even chance of winning! </span></span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><span style="font-size: small;"><span style="font-family: 'Times New Roman';">What if there's not 5 but 6 secrets to Mang Inasal's success? And what could the extra one secret be? </span></span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><span style="font-family: 'Times New Roman'; font-size: small;"><strong>6th Secret</strong></span> </div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><span style="font-size: small;"><span style="font-family: 'Times New Roman';">In Mang Inasal's line of business, that's choice of good location. Edgar Sia had the enviable knack of choosing the most suitable locations for his first to his 303<sup>rd</sup> store. That's suitable with respect to his target customer segment. With 6 instead 5 practices to maintain complimentarities, the chances of future success goes down from 17% to 12% ( = 0.70 to the 6<sup>th</sup> power). </span></span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><span style="font-size: small;"><span style="font-family: 'Times New Roman';">But succeeding in the next 300 stores will mean that somewhere along the path toward the total 603 stores, Mang Inasal will have to shift from single market segment targeting to two or even multiple market segment targeting. That will impact the 70% success ratio and bring it down and therefore further bringing down the 12% success ratio.</span></span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><span style="font-size: small;"><span style="font-family: 'Times New Roman';">All these are a form of foresighting according to marketing science. But even science is not fool proof. In fact, we hope Sia's and the new Mang Inasal's marketing art would remain superior over our marketing science. It's a great marketing story to not have a happy ending. </span></span></div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;">~~~~</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;"><br />
</div><div class="MsoNormal" style="margin: 0cm 0cm 0pt; tab-stops: 0cm;">The story is not finished yet, and my bet is that Mang Inasal and Jollibee will prove MarketingRx wrong! :-)</div></div>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-34238078120262282452010-10-22T05:52:00.000+08:002010-10-22T05:52:13.389+08:00Mang Inasal's P3B secret<div class="gmail_quote"><div><div style="background-color: #e6f0ff; color: black; font-family: Arial, sans-serif; padding: 5px; width: auto;"><div style="background-color: white; font-size: 13px; overflow: auto; padding: 10px 7px 7px 7px;"><div style="border: 1px 0 solid #000; padding: 10px 0;"><div><b><span style="font-size: medium;">Mang Inasal's P3B Success Secret</span></b><br />
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How does one go from one restaurant in his neighborhood mall to selling 70% of his company for P3B in seven years selling Ilongo style native grilled chicken?<br />
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Two weeks ago, we talked about the finalists of the 2010 Entrepreneur Magazine Entrep10 Awards program. But the entrepreneur whose name is splashed all over the business headlines for the past few days is Edgar Injap Sia III, the founder of the ubiquitous Mang Inasal. The Jr MarketingRx was one of the judges in the 2009 Entreprenuer Magazine Top10 Awards that gave four thumbs up (including the "thumbs" of my feet) to Sia III during the judging process. <br />
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Mang Inasal's success would make any entrepreneur green with envy: <br />
- from one store in Robinson's mall in Iloilo in 2003 to 303 stores as of today <br />
- P3.8 billion in sales a year <br />
- sold 70% of his Mang Inasal's holding company (Injap Investments Inc) for P3B to Jollibee Foods Corp. <br />
(he will be paid a P200M deposit and 90% within 30 days of closing of the deal; the rest of the 10% to be paid over the next 3 years) <br />
- Sia III is only 30+ years old! <br />
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According to the data and articles that Entrepreneur Magazine gave us judges (we were trying to get a hold of Edgar, our fellow GoNegosyo Angelpreneur and a recent Most Inspiring Young Entrepreneur of Year Awardee, for his comments) here are the 7 secrets, yes, I know, 7 again, to his P3B success: <br />
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1.<b> Ready, Fire, Aim</b>! Sia III was presented with an opportunity when a slot at the Robinson's mall in Ioilo was vacant. He reserved the space without knowing what to put up. His gut just told him that there was an opportunity since he saw potential in the space. It was only after a few weeks that he came up with the concept of a Chicken Inasal fast food store. The first fast-food, value for money type of Chicken Inasal restaurant. His approach to expanding to Metro Manila and Luzon w<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: small;">as the same: </span></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: small;">"I was not very familiar with Manila, because I was born and raised in Visayas. I only visited once a year, and it was usually for very short stays. So I knew I was in for quite a challenge taking Mang Inasal to Luzon," Sia III told Entrepreneur magazine.</span></span> <br />
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2. <b>Work your butt off</b>! Sia III worked his butt off day and night. He wasn't afraid of getting his hands literally dirty. Sia III was known to work long hours and help mop and clean up the first store. Then he would come home and help prepare and marinate chicken for the next day. He realized it was going to be lots of work, but he didn't give up. His work ethic and attitude brought him through lots of disappointments and trials. <br />
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3. <b>Think Innovation!!</b> Simple Innovation pays dividends. Just don't copy, copy and add something of value. Sia III entered the chicken Inasal scene late. There were established restaurants already. But he simply did the "Positioning" game of Al Ries and Jack Trout and scored a slam dunk. Mang Inasal was the FIRST Chicken Inasal restaurant that would be a fast food type outlet (quick service) with unlimited rice. For P49 a student or office worker could have a filling tasty, grilled chicken meal. <br />
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4. <b>Think BIG</b>! Sia III started getting franchise inquiries fast but held off for two years before offering the first franchise. He did the right thing by networking and getting help from the Philippine Franchise Association (PFA) and coming up with a franchise opportunity that was affordable. For about P800,000 start up franchise fee, you could have your own Mang Inasal franchise. (Total investment is about P3M-P4M). After his first franchise offer in 2005, there are now over 300 branches/franchisees. <br />
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5. <b>Think Marketing</b>! The marketing message of Mang Inasal remains simple and focused. All you see is a picture of a tasty looking piece of grilled chicken, the name Mang Inasal, (sometimes you see the price: P49) and a bold tagline : "Unlimited Rice!" <br />
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6-7. There's more than 5 secrets to Mang Inasal's success. :-)<br />
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The story of Edgar Injap Sia III, aka Mr Mang Inasal will surely inspire many entrepreneurs and marketers for years to come. Thank you to Entrepreneur Magazine and GoNegosyo. Get a copy of Entrepreneur Magazine's December 2010 issue featuring the Top10 Entrepreneurs of the Philippines. <br />
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WE welcome your comments and questions. Send them to us at <u><a href="mailto:MarketingRx@pldtDSL.net" target="_blank">MarketingRx@pldtDSL.net</a> or <a href="mailto:DrNedmarketingrx@gmail.com" target="_blank">DrNedmarketingrx@gmail.com</a>.</u> God bless!</div></div></div></div></div></div>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-55594359482639966212010-10-12T14:02:00.000+08:002010-10-12T14:02:21.483+08:00uncomplicated marketing - lessons from simple entrepreneurs<div class="gmail_quote"><div><div style="background-color: #e6f0ff; color: black; font-family: Arial, sans-serif; padding: 5px; width: auto;"><div style="background-color: white; font-size: 13px; overflow: auto; padding: 10px 7px 7px 7px;"><div style="border: 1px 0 solid #000; padding: 10px 0;"><div>Reality check.<br />
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That's what the Jr MarketingRx-er had when he sat as a judge in yesterday's Entrepreneur magazine's Top10 finalists screening. Most of the entrepreneurs we interviewed and peppered with questions didn't really have a clear, verbalized grasp of what their marketing strategies were but one of the finalists best described it for the group. <br />
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"My best marketing is being the most reliable and consistent supplier of quality ________ (you can fill in the blanks here with whatever your product or service is) to my customers." <br />
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This is from a serial entrepreneur (defined as someone who can't stop putting up new businesses when he/she sees a natural opportunity) based in Davao who multitasks. He doesn't have a marketing team. But he oversees about five businesses. Two of these businesses does more than P150M in revenue per year. Of course, this entrepreneur is not in consumer marketing but his straightforward, simple business to business marketing philosophy was a wake up call for me. Basically, this entrepreneur from Mindanao gave me a refresher: <br />
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<b>Focus on the two foundational "Ps" in marketing</b>--Product (focus on quality and delivering what was specified, in the quantity that was specified) and Place (making sure that the customer gets the product where and when he wants it) and your customers will be the one who will chase you. (His clients are multinationals like Dole and Del Monte.) The entrepreneur explained again that this was the best form of marketing for him. Simple and uncomplicated. <br />
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Another Entrep10 finalist, a restaurant owner in Quezon City, does about P160M a year for his two restaurants. Recently, he was approached to expand through franchising. When asked about his marketing strategy, he mentioned something about having flyers, ex-deals with tv stations to plug and promote his restaurants, a loyalty discount card and someone on his staff who put up a Facebook Fan Page which has "something like 300 or 3,000" fans. "Sorry, I'm not sure. I'm not a computer person.." His unverbalized marketing strategy, revealed as we probed with more questions, was his focusing on the personal touch--being there at the restaurants for the past 19 years making sure that food quality doesn't slip or suffer (that's the base "P" again - Product); and greeting and talking to his customers directly making sure that they have a good dining experience. He gets feedback directly this way and makes changes swiftly. When asked about his pricing strategy, he said "my marketing pricing strategy is that I have not increased prices for the past so many years. This makes my customers happy and keeps them coming back." <br />
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Simple and uncomplicated. <br />
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<b>Another Entrepreneur10 finalist that we interviewed flew in from General Santos</b>. Here was a veteran entrepreneur being nominated for his new microfinance venture. Again, he had a simple answer to explain their success in microfinance. "We go from Barangay to Barangay talking to people and offering financing to those who can't get financing from banks or who have been (victimized) by 5/6 (loan sharks.) When they come to the office to transact, we give them coffee. That's enough. No one else does that," says the GenSan entrepreneur with a twinkle in his eye. He focused on a product/service that people needed to a people (market segment that was underserved or unserved) and treated them like real people (give them hot coffee and a chair to sit in. Hey, that would be nice. A bank that served coffee to its customers while they waited for their transactions. Hmmm). <br />
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Real simple. <br />
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In the 40 years that this former bank employee and GenSan entrepreneur has done business he has focused on the basics and the simple to execute. He has grown his group of businesses (Microfinance, Rural Banks, Shipping, Fishing, Farming) into one of the most successful but most low key and humble multi-billion business empires in Mindanao. "Manny Pacquiao used to work for me. He was a laborer. Nagbubuhat ng isda.(He was carrying fish). Later when he became a boxer, we formed a trust group that would help him and teach him how to manage his wealth. But sadly, he has surrounded himself with gamblers..." But that's another story. <br />
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Sometimes it's nice to hear these stories from entrepreneurs and "marketers" who are out in the field doing the actual work and not sitting in a made-in-China particle board office desk pecking, surfing and "laboring" away on a laptop. We columnists and professors like to harp on the complicated and newest marketing strategies when the simple and uncomplicated will do. <br />
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WE welcome your comments and questions. Send them to us at <u><a href="mailto:MarketingRx@pldtDSL.net" target="_blank">MarketingRx@pldtDSL.net</a> or <a href="mailto:DrNedmarketingrx@gmail.com" target="_blank">DrNedmarketingrx@gmail.com</a>.</u> Happy birthday to my Swato, Margot Roberto.God bless! <br />
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</div></div></div></div></div></div>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-30967076723683289682010-10-06T10:47:00.001+08:002010-10-06T10:48:25.135+08:00Major, Major Market trends in Publishing part 2<span class="Apple-style-span" style="font-family: Arial, sans-serif; font-size: small;"><span class="Apple-style-span" style="font-size: 13px;"><br />
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<div class="gmail_quote"><div><div style="background-color: #e6f0ff; color: black; font-family: Arial,sans-serif; padding: 5px; width: auto;"><div style="background-color: white; font-size: 13px; overflow: auto; padding: 10px 7px 7px;"><div style="padding: 10px 0pt;"><div><br />
Last week we presented two major market trends in book publishing. <br />
Trend #1."Books are not dead...they're just shifting in how they are published and where they can be purchased."<br />
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Trend #2."eBooks will eventually outsell printed books" <br />
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Here are the next 3 major market trends (and we close with this.). Again, aside from the Manila International Book Fair exposure and observations made two weeks ago, the trends we cite below are from the MarketSquare presentation of Jim and Ellen Elwell, senior executives of Tyndale International, one of the largest Christian book publishers in the world.<br />
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<b>Trend #3. "The democratization of publishing through new methods"</b><br />
Anyone who is an aspiring author, or a writer whose manuscript submissions have been rejected by established publishers can now turn to Print on Demand or Self Publishing methods of, well, publishing.<br />
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<b>With Print on Demand services</b>, an author can order super small quantities (as low as one or two copies--one for your mother and one for your cat) with a turn around time of 24 to 48 hours. In the Philippines, there is Central Books (<a href="http://central.com.ph/" target="_blank">central.com.ph</a>) which can turn your manuscript into a book in 10 days. Their website boasts of having published more than 500 titles since they introduced their service two years ago. The minimum print run is just 50 copies and service packages start at just P5,000 plus cost of printing. <br />
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Then there is <b>Self Publishing</b>. According to the Elwell's almost 3/4 of the books that were published in English in 2008 were self-published. In the U.S. there are bookstores that are dedicated to displaying and selling self-published books. Boulder Book Store in, well, Boulder, Colorado practices the "micro-distribution business model" and offers authors different packages to display and sell their books. According to Harvard University's Nieman Journalism Lab (<a href="http://niemanlab.org/" target="_blank">niemanlab.org</a>) the Boulder Book Store "charges its consignment authors according to a <a href="http://boulderbookstore.indiebound.com/files/boulderbookstore/consignment%20brochure.pdf" target="_blank">tiered fee structure</a>: $25 simply to stock a book (five copies at a time, replenished as needed by the author for no additional fee); $75 to feature a book for at least two weeks in the "Recommended" section; and $125 to, in addition to everything else, mention the book in the store's email newsletter, feature it on the Local Favorites page of the store's website for at least 60 days, and enable people to buy it online for the time it's stocked in the store.And for $255 — essentially, the platinum package — the store will throw in an in-store reading and book-signing event." <br />
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In the past few years in the Philippines, many of the well-known business and "inspirational" gurus, like Francis Kong, Bo Sanchez, Josiah Go, Francisco Colayco and Dr Ned Roberto (your Sr MRxer) have taken the self-publishing route with much success. <br />
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Self-publishing has become democratized because of the internet. Now you can turn that manuscript, powerpoint presentation, or speech (have it transcribed) and turn it into an e-book. Sell it on various websites through affiliate marketing or just give it away as a free download on your own website and you're a published e-author! Another route is Amazon.com's self-publishing company, CreateSpace.com. There are no set-up fees and you can self-publish not just books, but also audio and video. In the Philippines, Vibal Foundation (<a href="http://vibalfoundation.org/" target="_blank">vibalfoundation.org</a>) offers authors assistance in turning their books or manuscripts into ebooks. Apple's iPad also has between 45,000 to 60,000 ebooks now available for free or for a fee.<br />
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<b>Trend #4. New Methods of Marketing.</b><br />
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Authors are leading the charge not only by self-publishing their work but also self-promoting their books through social media particularly Facebook, Twitter and Youtube. Before writing this article through Google docs, we received an email alert from Bo Sanchez's Facebook page. It was an invitation to "Like" his Truly Rich Club page and get a free chapter download for free. The thing is, Bo doesn't even know that he's done this. He has a "Social Media Marketing team" dedicated to posting such offers, blogging about his books, populating other websites and blogs with comments about his books, uploading videos on Youtube, etc etc. The result is over P1.8M in sales every month (which funds his many ministries and charities) from digitally publishing and monetizing his book, Truly Rich, on his membership site, TrulyRich.com. (See also IM-BC.com)<br />
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Our Rx for our friends in the publishing industry:<br />
1. Create, develop and implement a digital marketing strategy. Embrace the new technologies and the new trends.<br />
2. Put together a social media marketing and internet marketing team who can leverage on these new methods of marketing. <br />
3. Study further and learn from the case studies that we mentioned in the past two weeks.<br />
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WE welcome your comments and questions. Send them to us at <u><a href="mailto:MarketingRx@pldtDSL.net" target="_blank">MarketingRx@pldtDSL.net</a> or <a href="mailto:DrNedmarketingrx@gmail.com" target="_blank">DrNedmarketingrx@gmail.com</a>.</u> God bless! <br />
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</div></div><div style="text-align: right;"></div></div></div></div></div>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-4256509336964769742010-09-28T19:31:00.000+08:002010-09-28T19:31:02.641+08:00Major, Major Market trends in Publishing<div class="gmail_quote"><span style="color: #007825; font-weight: bold;"></span><div><div style="background-color: #e6f0ff; color: black; font-family: Arial,sans-serif; padding: 5px; width: auto;"><div style="background-color: white; font-size: 13px; overflow: auto; padding: 10px 7px 7px;"><div style="padding: 10px 0pt;"><div> <br />
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<b><span style="font-size: medium;">Major, major market trends in book publishing</span></b> <br />
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By Dr Ned Roberto & Ardy Roberto <br />
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The past two weeks have been an immersion in the publishing world. First, the Jr MRxer was in Singapore to attend MarketSquare Asia 2010, an exhibit and conference for Christian Publishers. Second, was the last week's Manila International Book Fair (MIBF) at the mamoth SMX MOA convention center in Manila Bay where we received a Gintong Aklat Finalist award and did two days of book signings. So this week, we let go of the usual format of this column to answer a question that has been on every marketing professional and executive in the publishing industry: what are the major market and consumer trends in publishing? In particular, we focus on trends in the book publishing. <br />
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Aside from the MBIF exposure and observations last week, the trends we cite below are from the MarketSquare presentation of Jim and Ellen Elwell, senior executives of Tyndale International, one of the largest Christian book publishers in the world. The Elwell's presented 9 trends in publishing, 3 or 4 of which I will share with you. <br />
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<b>Market Trend #1: "Books are not dead." </b><br />
The good news for publishers is that books are not dead. Based on the waves and waves of books that were displayed and being sold at the MIBF, consumers are still buying books. National Book Store, the Philippines largest retailer of books, is opening 10 new bookstores this year on top of the 120 stores that it already has. The sales of the JrMRxer's publisher, OMFLiterature, for the past 3 years has been increasing; they've also expanded into retail opening 10 specialty book stores in the same period. <br />
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What was different this year at the MIBF was the presence of at least two booths featuring digital books. For the first time, homegrown VIBAL Publishers, led by it's tireless 85 year old President and Founder, Esther Vibal (who is a finalist for this year's Ernst and Young Entrepreneur of the Year Award), had a booth that was almost solely dedicated to display its foray into e-books. Vibal proudly shared with me that they now have 200 book titles digitized and available on Amazon's Kindle and Apple's iPad among other digital readers. <br />
The Elwell's report confidently declared: "Books are not dead...they're just shifting in how they are published and where they can be purchased." The bad news is that, except for a few publishers like Vibal and Diwa, Filipino publishers seem to be anxious or unsure on their strategies to take advantage of this digital shift. <br />
The book is not dead, it's just taking a new form. <br />
That leads us to the next trend... <br />
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<b>Market Trend #2: "eBooks will eventually outsell printed books" </b><br />
Book marketers are waking up to this eventuality. At last year's MIBF, a Publishers' Representative who sells books and journals to the school library market commented that scholarly journals are all but published digitally and sold online. The Elwell's shared a July 26, 2010 Publishers Weekly report that with the Kindle reader now priced at below $200, "sales (of ebooks) have tripled....and Kindle eBooks now outsell hardcover editions on Amazon.com" They also estimated that within the next 12 months, eBooks will also outsell softcover books! (Remember Richard Gordon's presidential campaign promise to have each Filipino student have a Kindle reader instead of lugging a ton of books in their backpacks? That alone should have been worth 10 million votes. Oh well...) <br />
A client gifting the SrMRxer with an iPad recently signaled for us the beginning of a new digital era. People reading some kind of book or magazine on a Kindle, iPad, or mobile phone in planes, classrooms, and cafes are becoming a common sight. When Apple launched the iPad this May, they sold more than 3 million units in just 80 days. Businessweek says that iPad sales are estimated to reach 5.5M units in 2010 and will double to 13 million in 2011. <br />
While sales of iPad-like readers are going to increase exponentially (China's manufacturers already have their own version of the iPad ready for sale) publishers who digitize and market their books online now have a global opportunity to supply readers with a library of ebooks. Reflect on this for a moment, the Elwell's report that 56% of China's 420 million netizens (internet users) are looking for books online. <br />
To illustrate the boom, the Elwell's shared that Tyndale's sales of eBooks on Amazon rose from US$20,000 to US$1M in just 24 months.(Half of which were sold in the past 4 months.) <br />
Wait, we are not yet finished. We haven't even counted the Mobile/Smartphones that are and will be used for reading books. Yes, books on your mobile. People already have bibles uploaded in their mobile phones. In Japan, 400,000 "copies" of cellphone novels were sold in 2007. In the Philippines, the JrMRxer is helping GoNegosyo launch GO NEGOSYO SMS (Success Motivation Serye) where the public can receive daily "sachet" installations of Go Negosyo's self-help and inspirational stories of entrepreneurs for P2.50 a day (via Globe and Smart; text GONEGO to 2910). The launch of GO NEGOSYO SMS will be held during the Go Negosyo Youth Summit at the World Trade Center this September 27th. <br />
The implication to publishers, according to the Elwell's is "E-publish or perish!" <br />
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We'll visit 2 or 3 more market trends in publishing (touching on trends in product and promotions) in our next column! <br />
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WE welcome your comments and questions. Send them to us at <u><a href="mailto:MarketingRx@pldtDSL.net" target="_blank">MarketingRx@pldtDSL.net</a> or <a href="mailto:DrNedmarketingrx@gmail.com" target="_blank">DrNedmarketingrx@gmail.com</a>.</u> God bless! <br />
</div></div></div></div></div></div>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-11852403762424236462010-07-08T21:59:00.000+08:002010-07-08T21:59:21.899+08:00Growing Your Service Business redux - The Junior MRxer at the Ayala Malls Retailers ForumThis is the link that I will promise to delegates to the Ayala Malls Merchants Forum tomorrow:<br />
<br />
<a href="http://business.inquirer.net/money/features/view/20070420-61473/Growing_your_service_business:_the_restaurant_case">http://business.inquirer.net/money/features/view/20070420-61473/Growing_your_service_business:_the_restaurant_case</a>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-29755140408168456472010-05-10T15:07:00.000+08:002010-05-10T15:07:40.192+08:00Why and when to delete brands from your portfolio<div style="background-color: #e6f0ff; color: black; font-family: Arial, sans-serif; padding: 5px; width: auto;"><div style="background-color: white; font-size: 13px; overflow: auto; padding: 10px 7px 7px 7px;"><div style="border: 1px 0 solid #000; padding: 10px 0;"><div class="Normal"><br />
</div><div class="Normal"><span class="Normal__Char"><b><span style="font-size: large;">Q: </span></b></span> Over these past 2 to 3 Fridays, you've been basically talking about brand addition to the brand portfolio. Isn't this the case with your preceding columns on brand extensions, new product insighting, and crafting reasons-to-believe liners for positioning a new or extended brand? </div><div class="Normal"> </div><div class="Normal"><span class="Normal__Char">But in your brand management seminars, w</span>e've heard you tell us (in passing) that if we have brand addition policy, we ought to have as well brand "deletion" policy. This issue of brand deletion ends with just a mention in your seminars. In fact, seminars and each seminar time preoccupy themselves with brand addition questions and issues. So please tell us why we should bother about deleting brands in our brand portfolio and when and how we should go about doing this. </div><div class="Normal"><span class="Normal__Char"> </span> </div><div class="Normal"> </div><div class="Normal"><span class="Normal__Char"><b><span style="font-size: large;">A: </span></b></span> YOU ARE ABSOLUTELY RIGHT about the current excessive attention to the brand addition issue in brand portfolio seminars and fora. It's unfortunate that this comes at the expense of the equally important issue of brand deletion. So we'll do something about this imbalance by answering your 3 related questions: why bother about deleting brands, when and how. </div><div class="Normal"> </div><div class="Normal"><span class="Normal__Char">Visiting websites of multinational consumer companie</span>s like Unilever, P&G, and Nestle regarding their brand portfolio management is as educational as attending seminars on the subject. For example, in 2000, Unilever acquired Bestfoods. At that time, Unilever's website reported that Bestfoods had 1,600 different brands worldwide. Unilever decided that the situation clearly called for efficiency and lending a focus. The website announced an internal campaign called "Path to Growth," which included a systematic process of deleting some 1,200 brands from among the 1,600. Here's how the site summarized the logic of the campaign: "The plan's cornerstone is the focus of product innovation and brand development on a portfolio of around 400 leading brands, which will lead to less fragmentation of resources and bigger hit innovations." </div><div class="Normal"> </div><div class="Normal">The last sentence gives the two major reasons why you should consider deleting brands. The first is the risk of "fragmentation of (marketing) resources;" the second, the reward of gaining "bigger hit innovations." We now consider the first reason for brand deletion. </div><div class="Normal"> </div><div class="Normal"><b>"Excess brands"</b> </div><div class="Normal"><span class="Normal__Char">Over time, as you continue expanding your brand portfolio via new product intros and brand acquisitions, you can be unlucky and find that your brand portfolio has become unwieldy. </span>Several brands formerly participating in different market segments may find themselves just in one market segment because consumers have come to treat the two segments as just one. This happened to the fruit juice segment and the bottled water segment. Today, more and more consumers regard the 2 as just one, namely, the thirst quenching segment. And so we see the hybrid fruit-flavored water coming around. Or else, you may find 2 formerly differentiated brands in the same market segment becoming undifferentiated because evolving consumer experience found them more and more to be the same. This happened and is happening to each pharma company that carries several multi-vitamin supplement brands. The pharma company has insisted and is insisting that its 3 or 4 multi-vitamin brands are differentiated. But that's marketer-conceived differentiation as against consumer-perceived differentiation which in this case is absent, that is, consumers find all 3 or 4 as performing one and the same function. </div><div class="Normal"> </div><div class="Normal">In either of these 2 situations, the "excess" brands if they remain in the portfolio eat up money, time and effort that are more profitably allocated elsewhere. This is what is meant by the risk of fragmentation of resources. </div><div class="Normal"> </div><div class="Normal"><span class="Normal__Char"><b>Focus</b></span> </div><div class="Normal"><span class="Normal__Char">The second major reason for </span>adopting a brand deletion policy is the prospect of being blessed with "bigger hit innovations." The released budget, hours and days from the deleted unprofitable brands when now reallocated to the more profitable and more promising brands will aid those brands to grow faster and even better. That's a consequence of more and sharper focusing of money and time to those more promising brands. </div><div class="Normal"> </div><div class="Normal">The preceding analysis has also somehow hinted at the answers to your questions of when and how to delete. You delete a brand from your portfolio when it has lost its differentiator with its consumers and has become unprofitable. We'd like to repeat that we're talking about consumer-perceived differentiation and not marketer-conceived differentiation especially when these 2 diverge. </div><div class="Normal"> </div><div class="Normal">As to profitability, we refer to a protracted period of unprofitable performance. A brand may still be selling but over, say, the past 3-5 years, its revenue no longer has been enough to pay for even just its variable costs. It has therefore no contribution anymore to profit and to recovering fixed costs. It is effectively being subsidized by what the other profitable brands are earning. It's time to pull the plug on this brand. </div><div class="Normal"> </div><div class="Normal"><b>Coke C2?</b> </div><div class="Normal">How to delete? There are at least 2 ways. The first is the simplest way and that's to pull out the brand from the market. There's a downside to this approach, namely, another company picking up the deleted brand's trademark. This happened to Coke C2. Coca-Cola decided to take out Coke C2 brand in the U.S. market so it can focus on Coke Zero. Later URC got the legal rights to the C2 trademark as the brand for its natural bottled tea drink, now a threatening challenger brand to Coke. </div><div class="Normal"> </div><div class="Normal">The second way of deleting is to divest. That's to sell the brand to another company. (Just like when San Miguel Corp sold the Magnolia ice cream brand to Nestle in 1996). This approach has the advantage of leveraging on the deleted brand's value, whatever remains of it. Its downside is similar to the first, i.e., it can give rise to a new competitor. So be careful. </div><div class="Normal"> </div><div class="Normal">And there you are: your answers and Marketing Rx's for your concerns about why, when and how to delete brands in your brand portfolio.</div></div><div style="text-align: right;"></div></div></div>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-4782312797231448902010-03-17T10:17:00.000+08:002010-03-17T10:17:42.903+08:00Free condoms and measuring PR effectiveness<div style="background-color: #e6f0ff; color: black; font-family: Arial, sans-serif; padding: 5px; width: auto;"><div style="background-color: white; font-size: 13px; overflow: auto; padding: 10px 7px 7px 7px;"><div style="border: 1px 0 solid #000; padding: 10px 0;"><div style="margin: 0pt;"><span style="font-family: 'times new roman';"><span style="font-size: small;">MarketingRx for March 19-10</span></span> </div><div style="margin: 0pt;"> </div><div style="margin: 0pt;"><span style="font-family: 'times new roman';"><b><span style="font-size: medium;">Sec Cabral's free condoms and effectiveness metrics for PR campaigns</span></b></span> </div><div style="margin: 0pt;"><b> </b> </div><div style="margin: 0pt;"><span style="font-family: 'times new roman';"><span style="font-size: small;">By Dr Ned Roberto with Ardy Roberto</span></span> </div><div style="margin: 0pt;"> </div><div style="margin: 0pt;"> </div><div style="margin: 0pt;"><span style="font-family: 'times new roman';"><b><span style="font-size: large;">Q: </span></b></span><span style="font-family: 'times new roman';"><span style="font-size: small;"> Your recent column about measuring the effectiveness of advertising taglines was useful to me and my PR team. We're actually struggling with the same issue. Clients are asking us to be accountable for their PR budget. What we used to give them--news clippings, press releases, TV talk show guesting, and coverage in radio commentaries, etc-- are no longer enough. Clients want </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">from us </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">what they call "impact" and "response" data from the PR campaign'</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">s target audience</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">. Does your advice about ad tagline effectiveness apply to us? How? </span></span> </div><div style="margin: 0pt;"> </div><div style="margin: 0pt;"><span style="font-family: 'times new roman';"><b><span style="font-size: large;">A: </span></b></span> <span style="font-family: 'times new roman';"><span style="font-size: small;">T</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">H</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">ERE </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">A</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">RE VERY FEW SIMILARITIES b</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">e</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">tween a PR campaign and an advertising tagline. One obviously is that both are concerned with communication. But even as communication, the difference stands out against this narrow area of similarity. </span></span> </div><div style="margin: 0pt;"> </div><div style="margin: 0pt;"><span style="font-family: 'times new roman';"><span style="font-size: small;">As we've pointed out, consumers process ad taglines in their sub-conscious. PR campaigns are directed at the target consumer segment's conscious processing. So it follows that you should have your own metrics of target audience "impact" and "response" effectiveness. </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">In crafting the suitable metrics, t</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">ake your lead from that model of target consumer processing of the PR campaign message.</span></span> </div><div style="margin: 0pt;"> </div><div style="margin: 0pt;"><span style="font-family: 'times new roman';"><span style="font-size: small;"><b>FREE CONDOMS case</b></span></span> </div><div style="margin: 0pt;"><span style="font-family: 'times new roman';"><span style="font-size: small;">Before you do this, </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">there's another significant area of differentiation</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;"> to consider</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">. In the case of a PR campaign, market segment targeting is multiple. PR calls its target market segments as "stakeholder" segments. Consider the specific example of what happened to Health Secretary Esperanza Cabral when she to</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">ok</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;"> immediate action against the spread of HIV by authorizing the free distribution of condoms in call centers. (Reports say that she ordered US$8M worth of condoms!) It was in call centers where the DOH monitoring of HIV cases found the epidemic-like incidence of HIV infections. </span></span> </div><div style="margin: 0pt;"> </div><div style="margin: 0pt;"><span style="font-family: 'times new roman';"><span style="font-size: small;">If Sec Cabral were to commission your PR agency to help her, you would define her major target stakeholder segments to at least include those at high risks (i.e., the call center workers),</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;"> and then </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">the </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">general public, the </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">media, and the legislators</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">. This is not to mention the "collateral" stakeholders </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">that </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">range over </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">the Church and other religious organizations, the medical professionals, pharma companies, and so on.</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;"> The impact on and the response to the free sampling of condoms by any one of these stakeholder segments will naturally differ depending on how each segment consider itself as Secretary Cabral's ally, oppositionist, or a neutral spectator to what's happening.</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;"> What is known to have happened was that the Church took the role of oppositionist and demanded her resignation.</span></span> </div><div style="margin: 0pt;"> </div><div style="margin: 0pt;"><span style="font-family: 'times new roman';"><span style="font-size: small;">To</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;"> lend focus and manageability to our diagnosis</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">, let us consider the </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">one key </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">stakeholder segment that </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">influence and shape </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">other segments</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">' responses to </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">the emerging public issue. This</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;"> key segment</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;"> is the general public. Media responds according to how they see the general public will respond. And so with and even more will legislators similarly respond. This aligning of behavior will probably be true of all or most of the other stakeholder segments except for the Church who will predictably define its stand according to its own "teachings" about condom usage.</span></span> </div><div style="margin: 0pt;"> </div><div style="margin: 0pt;"><span style="font-family: 'times new roman';"><span style="font-size: small;">We now turn to your request for an effectiveness metric or metrics. If you will recall what you read about the ad tagline effectiveness, we did not go directly to the needed metric. Instead, we addressed first the issue of the required research from whose data the needed effectiveness metric or metrics will be derived. This is also true in your case. </span></span> </div><div style="margin: 0pt;"> </div><div style="margin: 0pt;"><span style="font-size: small;"><span style="font-family: 'Times New Roman';"><b>Research</b></span></span> </div><div style="margin: 0pt;"><span style="font-family: 'times new roman';"><span style="font-size: small;">Start with the definition of the specific behavioral objective of the PR campaign for its targeted key stakeholder segment. </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">To lend concreteness to the discussion, l</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">et's continue with Secretary Cabral's free-condoms case. For the general public, the PR campaign can seek to trigger the general public's expression of support for her continuing with the condom sampling. The campaign's call to action for such expression of support can be via SMS messages, emails, blog entries, rallies, signature campaigns and the like. </span></span> </div><div style="margin: 0pt;"> </div><div style="margin: 0pt;"><span style="font-family: 'times new roman';"><span style="font-size: small;">The validating research will be a sample survey of the general public quantifying the extent and duration of the different expressions of support. </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">For </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">scalability, an at-the-start-of-the-controversy survey and an at-end-of-the-campaign-period survey will provide unambiguous data showing how any one of the expressions of support increased</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;"> over the duration of the campaign period</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">, </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">or </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">reached early </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">plateauing, </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">or</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;"> even declined. Probing the sample respondents for the reasons behind any of these data trends will uncover the depth or shallowness of the obtained support.</span></span> </div><div style="margin: 0pt;"> </div><div style="margin: 0pt;"><span style="font-family: 'times new roman';"><span style="font-size: small;">A persistent issue in this kind of effectiveness research for PR campaigns is this: "What about the campaign's multiple stakeholders? Should we not survey other stakeholders as well?" There are two opposing schools of thought here. One takes the position that </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">o</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">ther</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;"> significant stakeholder segments </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">should be</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;"> surveyed</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">. Its reason is that each stakeholder has its own position on the issue</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;"> and this may differ from one segment to the next</span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">. The opposing camp believes that in the case such as Secretary Cabral's </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">focusing is </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">enough and even </span></span><span style="font-family: 'times new roman';"><span style="font-size: small;">more than enough. That is focusing the research on the general public. The logic of this stand is as explained above. The general public's position on the issue shapes the stand of the other significant segments such as media, legislators, regulators, and enlightened civil societies.</span></span> </div><div style="margin: 0pt;"> </div><div style="margin: 0pt;"><span style="font-family: 'times new roman';"><span style="font-size: small;">So if you take the viewpoint of the former school, then be prepared for an expensive, high budget metricating research. If you elect the latter view, then you will obtain your effectiveness metrics with a cost-effective research budget. It's effective both in terms of money and time line for survey completion.</span></span> </div><div style="margin: 0pt;"><br />
</div></div><div style="text-align: right;"></div></div></div>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com1tag:blogger.com,1999:blog-8435914808002082874.post-81639607539388258322010-02-02T18:09:00.002+08:002010-02-02T18:17:38.647+08:00The Marketing of Noynoy, Villar and Gibo - parts 1 and 2<div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">MarketingRx for Feb 05-10</span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: medium;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><b><span style="font-size: medium;">"The </span></b></span><span style="font-family: 'Times New Roman';"><b><span style="font-size: medium;">Marketing of Noynoy, Manny and Gibo</span></b></span><span style="font-family: 'Times New Roman';"><b><span style="font-size: medium;">" - Part 1</span></b></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><b><span style="font-size: small;"> </span></b></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">By Dr Ned Roberto & Ardy Roberto</span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><b><span style="font-size: large;">Q: </span></b></span> <span style="font-family: 'Times New Roman';"><span style="font-size: small;">We are another NGO who is unlike the ones who have been asking you</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> to apply your social marketing </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">in analyzing </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">the coming presidential election.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">First of all, w</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">e DO NOT believe marketing or social marketing should further confuse what's already a confusing</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> political scenario preparing for a critical point in this nation's history. We think calling this manipulative practice of marketing as social marketing won't absolve the practice of its Machiavellian character.</span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">We say you are confusing the voting public </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">by calling their coming voting behavior as "low involvement behavior." How can you say that when you know that this coming election is all about this country's next six years</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> as</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> continuing misery or </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">as </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">misery reversal? I</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">sn't it</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> a fundamental truth in education that if you tell a child that he's useless, he will henceforth behave as if he's useless? That's the same with voters. Tell them this election is low involvement and they will so regard it. (Please keep out of politics and social science--just stay in marketing.) - Mr Confidential</span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><b><span style="font-size: large;">A: </span></b></span> <span style="font-family: 'Times New Roman';"><span style="font-size: small;">W</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">E APPRECIATE </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">YOU</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">R frankness</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">. We s</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">hould be just as frank to tell you that </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">we can</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">not say the</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> same about how "politically correct" you delivered them. </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Allow us to respond to each of the two</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> major points of your note.</span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">We start with the easiest, namely, your equating marketing with social marketing. Even such grant-giving global foundations from whom most high performing</span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"> and more reputable</span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"> NGOs </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">obtain their funding support</span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">,</span></span></span> <span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">have since </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">more than 20 </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">years </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">ago</span></span></span> <span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"> recognize</span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">d</span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"> social marketing's </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">insightful </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">contribution</span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">s. In fact, most now </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">require social and economic projects to integrate social marketing into their interventions. </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">These are global foundations like those in </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">Japan</span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">, </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">U.S.</span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">, </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">Canada</span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"> and </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">Europe</span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">. </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">If this is unknown to you, then it's unfortunate that you have allowed your knowledge of marketing and social marketing to remain in the vintage of 50s and 60s. A little updating will do your mindset some good</span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"> and </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">lessen your distrust and understandable indignation over marketing's checkered past</span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">.</span></span></span></span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><b>Low involvement</b></span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Your second point challenges our inference that the voting behavior in this coming election is low involvement. That conclusion draws from the survey data from both SWS and Pulse-Asia. When probed as to why they will vote so-and-so candidate, most Class D (borderline poor) and Class E (extreme poor) voters say something like th</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">is one who was th</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">e</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> more articulate of those interviewed</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">: </span></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">"Sa totoo lang, para sakin parepareho lang lahat yang mga kandidatong yang. Simula pa ke Cory, wa</span></i></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">la namang kahit isang presidente</span></i></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">na nakapag ahon samin ni kaunti sa kahirapan."</span></i></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> (Truly, for me these candidates are all the same. Starting with Cory, not a single president has brought us even a little bit out of poverty.) </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">Some of the voting poor had also been heard to say in answer to the question of how important to them is this coming election: </span></span></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;"><span style="font-size: small;"> "Ano ba naman ang gagawin namin sa darating na election? Sa totoo lang, yan naman ay limang minuto sa isang araw sa anim na taon sa aming buhay na pagkatapos niya ay magkakalimutan na uli tayo."</span></span></i></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"> (What do we have to do in this coming election? In truth, that's just five minutes in one day within 6 years in our life, after which </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">we're back to forgetting each other.) Is this kind of attitude that you would count as correlated with high involvement?</span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"> </span></span></span></span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">All these are </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">said out of the past 20 or more years </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">of </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">experience of the vast population of the poor with what they saw our past 4 presidents had done </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">(or </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">rather </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">had not done) </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">for them and their poverty. And remember that A.C. Nielsen estimates th</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">e poor</span></span> <span style="font-family: 'Times New Roman';"><span style="font-size: small;">to now account for 90% of our total nationwide population! </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">You are probably correct </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">in thinking </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">that voting behavior </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">among </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">the poor was once high involvement. That must have been during Cory's term. But thereafter especially with the last two administrations, it had come to what our quoted verbatim</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">s</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> from the interviewed poor implied. For the great majority of the poor, voting in the coming election doesn't matter anymore. This explains why before Cory died, all leading 4 to 5 presidential candidates were very close to one another in their respective shares of votes.</span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-size: small;"><i>We are out of space, so get your copy of the Inquirer next Friday to read the conclusion and discover why Villar is catching up with Noynoy (and what Noynoy can do about this) and why Gibo's advertising is keeping him from advancing in the polls.</i></span> </div><div style="margin: 0pt;"><span style="font-size: small;"><br />
</span> </div><div style="margin: 0pt;"><span style="font-size: small;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Keep your questions coming. Send them to us at drnedmarketingRx@gmail.com or marketingrx@pldtdsl.net .</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> God bless!</span></span></span> </div><div style="margin: 0pt;"><span style="font-size: small;"><br />
</span> </div><div style="margin: 0pt;"><span style="font-size: small;">~~~~~~~~~~~~~~~~~~~</span> </div><div style="margin: 0pt;"><span style="font-size: small;"><br />
</span> </div><div style="margin: 0pt;"></div><div style="margin-left: 0pt; margin-right: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">MarketingRx for Feb 12-010</span></span></span> </div><div style="margin-left: 0pt; margin-right: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: medium;"><span style="font-size: small;"> </span></span></span> </div><div style="margin-left: 0pt; margin-right: 0pt;"><span style="font-family: 'Times New Roman';"><b><span style="font-size: medium;"><span style="font-size: small;">"The </span></span></b></span><span style="font-family: 'Times New Roman';"><b><span style="font-size: medium;"><span style="font-size: small;">Marketing of Noynoy, Manny and Gibo</span></span></b></span><span style="font-family: 'Times New Roman';"><b><span style="font-size: medium;"><span style="font-size: small;">" - Part 2</span></span></b></span> </div><div style="margin-left: 0pt; margin-right: 0pt;"><span style="font-family: 'Times New Roman';"><b><span style="font-size: small;"><span style="font-size: small;"> </span></span></b></span> </div><div style="margin-left: 0pt; margin-right: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">By Dr Ned Roberto & Ardy Roberto</span></span></span> </div><div style="margin: 0pt;"><span style="font-size: small;"><br />
</span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">Many of us thought that after Cory died and when suddenly Noynoy out of nowhere registered a 50% share of votes, most voters' low involvement just as suddenly </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"> transformed into high involvement. That was more </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">out of </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">a sense of </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">hope t</span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">hat took </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">over our </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">more scientific </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">reading of the survey statistics.</span></span></span></div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">We were brought back to the hard reality of the poor voters as t</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">he literature on low involvement in consumer behavior research </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">predicted. Low involvement voters like low involvement consumers behave according t</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">o the dictates of what's on top-</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">of</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">-mind and/or what's on top-</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">of</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">-</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">heart. What they are aware of and what draws and holds their attention drives their purchase behavior or in the present discussion their voting intention behavior registered in the SWS and Pulse-Asia surveys as a candidate's share of votes. </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><b><span style="font-size: small;">Explaining Villar's Rise</span></b> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">And those are exactly the voter responses that Manny Villar's advertising concentrated on generating: voter top-of-mind awareness and top-of-heart attention-drawing and attention-holding among</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> both</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> borderline poor and extreme poor voters. These quickly translated in the last survey into an increase of </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Villar's </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">share </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">of votes from 24% to 33%</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> to last month's 35%</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">. That's not at all that far from Noynoy's </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">slowly falling </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">44% share of votes</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> and last month's 42% especially </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">when </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">you </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">factor in the two ratios' respective margin of error.</span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><b>Single-mindedness</b>.Another </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">notable characteristic</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> of low involvement behavior</span></span> <span style="font-family: 'Times New Roman';"><span style="font-size: small;">is how it is influenced by "single-minded" message. It is easily confused by a communication message with "multiple claims." Just consider how </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">single-mindedness </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">is the very essence of Villar's advertisement. Contrast that to </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">the </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Noynoy</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> TV ad promising m</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">ore than half a dozen </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">"evils" </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">to fight against </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">and </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">ending with </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">a </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">promise never to steal and be corrupt. To the upper and middle class (which according to the latest estimate from A.C.Nielsen makes up </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">only </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">8% to 10% of total Philippine population) this </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">may be</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> a top priority election concern and issue. But to the 90% poor, </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">according to the SWS and Pulse-Asia surveys, this </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">ranks as a low #7 priority election issue. </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">And you don't need space science to appreciate how Villar's recent use of Dolphy (an icon with the poor) is going to be a real knock-out. Of course, we'll have to wait for this month's survey to confirm or disconfirm. But in all these, </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">wh</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">ich candidate </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">do you think will </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">resonat</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">e </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">more with the vast majority </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">of the </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">voting poor</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> and be their top-of-mind and top-of-heart presidential choice</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">? </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-size: small;"><b>Gibo, the pilot?</b></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Gibo's advertising message and execution inside an airplane that he's piloting is even more alien and most likely alienating to the poverty voters. </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">How many </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">percent of the poor had ever seen the inside of a plane or the inside of the plane's pilot cockpit? Talk of the significance of having an ad with high identification with its target audience and you'll have to give a </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">really low </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">failing grade to Gibo's TV commercial. </span></span> </div><div style="margin: 0pt;"></div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Our reading of low involvement in the poor voters' regard for their voting behavior in the coming election is not an opinion. It's drawn from solid and valid survey based data. It's your assumption that because for you "this coming election is all about this country's future," then it must be so with the rest of the voters in the country including the 90% poor. </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Just because you yourself are a voter does not mean w</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">hat is high involvement to you and your NGO </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">is also high involvement to the poor.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Learn to acquire EQ (Empathy Quotient) for the poor and you'll become of more help to them and more understanding of those outside your more noble profession.</span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><b>What to do now, Noynoy and Gibo?</b></span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Please do not think that our analysis is an endorsement of Villar. The same analysis benefits the other two candidates, Noynoy and Gibo if they are to ask: "So what do we do now?" To Noynoy our low involvement analysis says clearly: "Stop the bleeding of your share of votes. Consider what the low-involvement concept prescribes for you especially in your advertisement. Stop promising too many things. Do a Villar and be single minded." And to Gibo? </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">At this point, social marketing does not know what to tell him to do but it knows what to tell him he should not do. Stop executing your TV commercials in a context that has low-identification value to the poor voters. </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </div><div style="margin: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Keep your questions coming. Send them to us at drnedmarketingRx@gmail.com or marketingrx@pldtdsl.net .</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> God bless!</span></span></span></span></div></div>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-798008586178798012010-01-26T16:29:00.001+08:002010-01-26T16:29:42.726+08:00Online Buying Behavior<div> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3>MarketingRx for January 29-010</font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=4> </font></span> </p> <p style=MARGIN:0pt> <b><font size=3>"What should we understand about online consumer buying behavior?"</font></b> </p> <p style=MARGIN:0pt> <b><font size=3> </font></b> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3>By Dr Ned Roberto & Ardy Roberto</font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><b><font size=5>Q:</font></b></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> We</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>'re ready to try internet advertising and online marketing. When the internet came around, we recalled that the gateway to the internet for consumers was dialing-up. That technology was very restricting. But the rapid penetration of broadband service</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> allowed consumers quick access to the internet plus fast download and viewing. And today, most consumers are spending more and more time on the internet. In fact, during a conference, we heard you cite a study that found teeners spending 3 hours on the internet for every hour viewing TV. </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3>What should we understand about online consumer buying behavior? We hope you don't mind giving us some simple and practical tips</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>.</font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><b><font size=5>A:</font></b></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> THE </font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>STUDY YOU MENTIONED is the McCann-Erickson research on the youth. This was a survey. So the 3:1 ratio is a claimed proportion. It was a young consumer</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>'s</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> estimate</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> when asked the question</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>. So in terms of actual behavior, it's doubtful that the relationship between the two figures is strictly linear.</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> In other words, a youth who's in front of his desktop at home and during those 3 hours is also viewing in the corner of his eyes what's on TV. When something catches his attention on TV, he pauses his chatting or YouTube viewing and gets engaged on the TV program. And then shifts back. Casual observation of this back and forth multi-tasking has been reported </font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>with high frequency although we have yet to see its full and systematic documentation.</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3>As to advertising online, we suppose you know that </font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>you still remember how th</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>is all started with simple banner ads and sponsorships. Simple as they were, </font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>they already had a distinct advantage over the traditional ad</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>vertising</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>. Those banners and sponsorships both were able to link the viewing consumer back to their respective advertiser's web page or promo page. There the consumer could get more information about the ad</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>, the advertised product and the advertiser</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>.</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> That was a rather crude beginning</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> but already an engaging </font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>form of interactivity.</font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3>In the new and ever changing broadband (and wifi and 3G) technology, </font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>the ad campaign has become more sophisticated. There are</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> now</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> video creative features that lend</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> a</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> dynamic character to the ads. It's a sharp contrast to </font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>how</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> static</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> were</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> banners of the p</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>revious decade of </font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>internet ads.</font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> <p style=MARGIN:0pt> <b><font size=3>Search Marketing</font></b> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3>And now let's go to your question</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>: w</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>hat to understand about consumer buying behavior when they do internet shopping. Scott Berg, the Worldwide Media Director at Hewlett Packard coined the insighting discipline for this: "search marketing."</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> <p style=MARGIN:0pt> <font size=3><br> </font> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3>The term "search" captures the essence of how an online consumer starts her internet shopping.</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>In this searching behavior, your consumer depends upon her command of "key words." Some have very few, others a whole lot. Those who have a few soon learn more terms. Those who already knew a whole lot also learn much more. </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3>All learn because you, as internet advertiser and marketer, drive them. Just look at how Amazon.com does this with (among others) its recommendations on what other books to buy when buying one title. </font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>But this is getting ahead of the game.</font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3>Your search marketing program starts or has its key and lead variable in where and how you land in a search engine "listing." The more you are at the top of a page, the more you get click-throughs. Plus this: The more relevant consumers find you in the listing, the more your click-throughs. Or at least these two are what almost </font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>all of us in cyber space marketing </font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>assumes to be the case. </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3>As you can see, </font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>here what is critical to understand about the internet shoppers is what key words and terms they will use and are learning in their search buying. That defines the insighting research you have to do and keep on doing. We say "keep on doing" because there's continuing learning among consumers. </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> <p style=MARGIN:0pt> <b><font size=3>Exciting CUR issues</font></b> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3>When you get into this kind of consumer understanding research (CUR), the findings often challenges your assumptions. That includes our assumption that being on top of the list is where the premium shopper "real estate" is to be found. It's analogous to our own supermarket shopper in-store behavior study. In most cases, that premium shelf location in the supermarket turns out to be not the entrance to the aisle but </font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>the shelf space that's in the shopper's second or third step as she enters. This is because in most cases, she gets into an aisle fast and then slows down on her second or third step.</font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3>In any case, this is the kind exciting CUR issues you are up against. But your raising the question tells us you're way ahead of other online advertisers and marketers who are proceeding with their search marketing campaign with "rules-of-thumb" and unvalidated internet consumer behavior assumptions. As Berg says in his HP blog post, Digital Ignorance, education is key for marketers (especially the CMO) in this day and age of digital marketing. Make sure that you continue asking questions AND continue searching for answers from different sources.</font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> <p style=MARGIN:0pt> <span style="FONT-FAMILY:'Times New Roman'"><font size=3>Please k</font></span><span style="FONT-FAMILY:'Times New Roman'"><font size=3>eep your questions coming. Send them to us at drnedmarketingrx@gmail.com or </font></span><a href=mailto:MarketingRx@pldtDSL.net><span style="COLOR:#0000ff; FONT-FAMILY:'Times New Roman'"><u><font size=3>MarketingRx@pldtDSL.net</font></u></span></a><span style="FONT-FAMILY:'Times New Roman'"><font size=3>. God bless!</font></span> </p> <p style=MARGIN:0pt> <font size=3><br> </font> </p> <p style="MARGIN:0pt 18pt 0pt 0pt"> <span style="FONT-FAMILY:'Times New Roman'"><font size=3> </font></span> </p> </div> <br>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-58228103936147571662010-01-19T10:42:00.000+08:002010-01-19T10:42:24.121+08:00Help! We've Been Missing Our Targets<span class="Apple-style-span" style="font-size: 16px;"></span><br />
<div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span class="Apple-style-span" style="font-size: medium;"><span style="font-family: Arial; font-size: small;"><span class="Apple-style-span" style="font-size: 13px;"><span style="font-family: 'Times New Roman';"><span class="Apple-style-span" style="font-size: medium;">We'll be referring to this in our column this Friday, so we're reposting this in our blog. Hope this helps you Strat Planners!</span></span></span></span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">MarketingRx for December 4-09</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><b><span style="font-size: medium;">“Help!We've been missing our targets...</span></b></span><span style="font-family: 'Times New Roman';"><b><span style="font-size: medium;">”</span></b></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">By Dr Ned Roberto & Ardy Roberto</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><b><span style="font-size: large;">Q: </span></b></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">This year it looks like we’ll again be below the market performance we set at our corporate strategy plan that we crafted before the start of this year. This below</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">-the-</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">target </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">record </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">was true of last year and the year before.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">We do our annual corporate strategy planning September of each year. We devote 3 full days for this planning at an out-of-town hotel. We </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">start by </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">hav</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">ing</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> outside speakers to tell us what to expect about the coming year’s </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">PEST</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> (political, economic, social and technological) environment. This is followed by a </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">SWOT analysis and a </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">review of </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">the company’s </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">past two year’s sales and profit performances</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">. </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">From this analysis and review</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">,</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> we derive the direction to take for the </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">coming </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">year and the strategies to bring us to the chosen direction.</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">But we’ve been missing our targets for the past 6 years. Someone told us that he heard you once in a conference say that when something like what we’re experiencing happens, it’s </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">likely that t</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">he strategy planning process is flawed or </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">wrong. Can you tell us what’s wrong with what we’re doing?</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><b><span style="font-size: large;">A: <span style="font-weight: normal;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">That's a difficult question to answer. So, we WILL ANSWER BASED SOLELY on your brief and general description of your corporate strategy planning process. </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">We can be more specific if you were </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">also </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">specific about what happened between the time you strategized in September of the previous year and the end or toward the end of the current year.</span></span></span></span></span></b></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><b><span style="font-size: small;">Benchmarking with Jack</span></b><br />
</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">In the</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> particular</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> context of your question, we’d like to answer by benchmarking against a known and acknowledged classic in corporate strategy planning. This is Jack Welch’s system at General Electric</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> (GE)</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">. Awarded by Fortune Magazine as the “Manager of the Century,” Welch’s strategy planning for GE has the enviable record of never having missed its target market share, sales and profit numbers.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> The elements of Welch strategy planning evolved over his 20-year tenure at GE. The</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">y</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> are found in his two books, </span></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">Straight from the Gut</span></i></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> (2001)</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> and </span></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">Winning</span></i></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> (2005), and in the two books about his leadership at GE, namely, </span></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">Jack Welch and the GE Way</span></i></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> by Robert Slater (1998), and </span></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">Jacked Up: the Inside Story of How Jack Welch Talked GE into Becoming the World’s Greatest Company </span></i></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">by Bill Lane (2007)</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">In its final form, here’s the way Jack Welch </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">has developed his GE corporate strategy planning</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> system</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">. Incidentally, Welch conducts and facilitates the sessions himself. There are four sets of planning sessions in the entire system and each has its </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">own </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">specific focus. </span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">The </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">system’s </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">first part </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">is an every Spring and Fall strategy planning for the intermediate term. The purpose here is to take a serious look at each of GE’s strategic business units (SBUs) along a 3-year time horizon. Why every six months? That’s a Jack Welch signature thinking. The visibility of the longer-term </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">gets less and less unpredictable as the short-term unfolds.</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><b>Annual stratplan:how to beat...</b></span></span><br />
</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">The second part is the annual strategy planning. That happens every January and takes place in a </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Florida</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> resort</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">, the </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Boca Raton Hotel & Club.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> The planning sessions here are devoted to sharing of “best practices” and to setting each SBU’s coming year’s business priorities. Each strategic plan ends with a budget. Welch’s sets two rules for what he regards as a “good </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">focused </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">budget.” </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">The budget must </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">focused on </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">answer</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">ing</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> these two questions: (1) </span></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">“How can you beat last year’s performance?”</span></i></span> <span style="font-family: 'Times New Roman';"><span style="font-size: small;">or how can you</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> successfully</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> compete against yourself? (2) </span></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">“What is your competition doing, and how can you beat them?”</span></i></span> <span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><b><span style="font-size: small;">"Implement like hell"</span></b><br />
</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">The third and fourth parts are related to each other because they fall under what Welch regards as the more consequential </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">component of strategy planning. This is “execution” or strategy implementation on which Welch’s attitude says: </span></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">“Strategy is actually very straightforward. You pick a general direction and implement like hell</span></i></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">… (So) when it comes to strategy, if you want to win, then ponder less and do more. </span></i></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">” </span></i></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">There are two critical components in strategy implementation: (1) people planning and management, and (2) operations planning and management. </span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><b><span style="font-size: small;">Management retreat</span></b><br />
</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">For Welch, p</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">lanning for people management </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">is a twice a year </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">“retreat.” </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">The </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">retreat’s </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">focus is </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">on </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">how to continue empowering his executives in each of GE’s SBUs. The planning sessions therefore reviews and insights into the changing managerial and staff needs for each SBU</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">. The review and insighting are directed at </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">enabling </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">each SBU in </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">attain</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">ing</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> their market performance targets. It is here that Welch applies his famous 20-70-10 formula for managing people. He generously rewards and further sharpens via tailored fit training, his top 20% executives and their staff, and fires the 10% bottom performers and laggards. What about the middle 70%?</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Here’s Welch’s policy and counsel to his SBU heads: </span></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">“Spend half of your time evaluating and coaching the middle 70% -- those who are neither disrupting nor shining.”</span></i></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">During the sessions in this people planning, Welch relies heavily on his HRD (Human Resource Department). When asked by Fortune magazine in an interview who is a good HR head, Welch quipped: </span></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">“The best HR type? A pastor and a parent in the same package.”</span></i></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Finally, the planning for operations is a 2-day every quarter event.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> The focus here is on the initiatives and activities </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">closely </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">related to the agenda set during the annual strategy plan. Welch also takes the two days as the occasion where he can identify the company’s future leaders </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">as gleaned </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">from their responses</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> during the sessions</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> to</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> the</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> challenges of change and issues. </span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><b>Prescriptions</b></span></span><br />
</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">So there’s your model for transforming your own strategy planning into a more doable </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">and attainment empowered </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">planning system. The prescriptions for the needed transformation are:</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 36pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">1</span></span><span style="font-family: 'Times New Roman';"><sup><span style="font-size: xx-small;">st</span></sup></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">. Separate the planning sessions for the 3-year</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> and</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> the annual, </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">and </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">for the <span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">people and</span></span></span> <span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">the operations necessary for </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">effectively </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;">implementing the annual strategy. Don’t compress all</span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"> four</span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"> into one planning schedule. </span></span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"> </span></span></span></span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 36pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">2</span></span><span style="font-family: 'Times New Roman';"><sup><span style="font-size: xx-small;">nd</span></sup></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">. Schedule the occurrence and frequency of each of these 4 components of </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">the</span></span><br />
</div><div style="margin-bottom: 0pt; margin-left: 36pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">entire strategy plan</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">ning</span></span> <span style="font-family: 'Times New Roman';"><span style="font-size: small;">over </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">different times of the year.</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 36pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">3</span></span><span style="font-family: 'Times New Roman';"><sup><span style="font-size: xx-small;">rd</span></sup></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">. Give a specific focus for each planning of </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">the</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> 4 components but relate each</span></span><br />
</div><div style="margin-bottom: 0pt; margin-left: 72pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">focus to the attainment of the direction and priorities of the annual strategy plan.</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Keep your questions coming. Send them to us at drnedmarketingrx@gmail.com or </span></span><a href="mailto:MarketingRx@pldtDSL.net"><span style="color: blue; font-family: 'Times New Roman';"><u><span style="font-size: small;">MarketingRx@pldtDSL.net</span></u></span></a><span style="font-family: 'Times New Roman';"><span style="font-size: small;">. God bless!</span></span><br />
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</span></div>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-19332607699881524702010-01-09T16:47:00.001+08:002010-01-21T11:05:43.422+08:00Entrepreneur's Gut Feel Predictions for 2010<span style="font-size: 16px;"><span style="font-family: arial;"></span></span><br />
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<div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;">MarketingRx for Jan 1-010 and Jan 8, 2010</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="color: black; font-family: arial; font-style: normal;"><b><span style="font-size: large;">The entrepreneur's gut feel for 2010 (part 1)</span></b></span><br />
</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: arial;"><b><span style="font-size: large;">or 7 gut feel predictions for 2010</span></b></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: arial;"><span style="font-size: small;">Happy New Year! For this week's column, the junior MRxer looked into his magic entrepreneur's gut to give you seven market predictions for 2010. Here we go:</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: arial;"><span style="font-size: small;"># 1.<b> In 2010 money will continue to flow in from OFWs all over the world.</b> The World Bank got it wrong, says, economist Bernardo Villegas. The self-proclaimed prophet of bloom, in the midst of all the gloom prophets, has already been proven right. OFW money is not tightening. There's even an increase in remittances. Why? Pinoy OFWs have not been among those axed for employment by companies in the worldwide tightening of belts. Villegas has funny anecdotal evidence as well, which he shares when he makes the rounds of the speaking circuit. “Filipinos take a bath every day—sometimes even twice a day.” Was one reason he cited. The hotel and restaurant industry likes the fact that Pinoys smell good. The workers of nationalities that smell like a deodorant-free underarm at the end of a long hot day? Bye bye! Nothing personal, okay?</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;">Because of this, expect the current growth in retail to be sustained. And we're not talking about single digit growth baby, we're looking at double digit growth! There's a reason why the Sys and Ayalas also have double digit grins this year—and that's definitely one of them (albeit a SM Mall going under water during Ondoy for the Sys and a sensational daytime armed robbery in upscale Greenbelt 5 for the Ayalas.)</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;">So what to do with the continued flow of money from our Expat Pinoys? Don't hold back on promoting your real estate projects (especially those that are above sea level). Go get your lion's share of the 13</span></span><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><sup><span style="font-size: xx-small;">th</span></sup></span><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;"> and 14</span></span><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><sup><span style="font-size: xx-small;">th</span></sup></span><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;"> month bonuses that were released and remitted. Offer trade-ins for water damaged properties? Hmm. Whatever, the offer is, go and get business.</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="color: black; font-family: arial;"><span style="font-size: small;">#<b>2.</b><span style="font-family: 'Times New Roman';"><b> P</b></span></span></span><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;"><b>inoy consumers become even more "savings savvy</b>". Despite the continued spending splurge mentioned above, Pinoys will save more. Well, never mind the “kaputting” of Rural Banks owned by the Legacy group that went under at the start of 2009. Banks are reporting that Filipinos are saving more money with double digit growth in the savings deposits. That's a good sign since Pinoys are one of the worst savers in Asia. We are not a nation of conscientious savers. One of the blessings, I guess of the global economic crisis, is that it has taught us to be savvier with our money. Government has done it's small part by doubling the amount that your deposits are insured to P500,000, thereby instilling more than a sliver of confidence in consumers. Still, banks offer investment vehicles that offer rates that are just a little over the inflation rate. With author/speakers like Topaks Colayco (<i>Pera Mo, Paluaguin Mo</i> and One Wealthy Nation founder), Chinkee Tan (For Richer or For Poorer and 'Till Debt Do Us Part), Bo Sanchez (8 Ways to be Truly Rich) and Larry Gamboa (Think Rich Pinoy!) educating more and more consumers on how to invest and be smart with their money—there is opportunity in this area for marketers of legitimate investment vehicles.</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;">"Your money is best invested in a business" is the sentiment of many. Marketers of affordable franchises, especially food cart franchises will boom. So take advantage of the Entrepreneurship fever. On the other hand, Mutual fund offerings will be in again. Companies like Citisec online will benefit. Insurance companies offering investment products other than the usual insurance-alone options will see a boom in 2010. Gold will continue to increase in value and be a safe haven for investors (as compared to the dollar and even the Euro), so companies that will offer investment vehicles based on Gold or gold itself, instead of the usual cash currencies, will literally be Geese that will be laying golden eggs.</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="color: black; font-family: arial;"><span style="font-size: small;"><b>#3.</b><span style="font-family: 'Times New Roman';"><b> </b></span></span></span><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;"><b>Feel Good Luxury Products will continue to do good </b>this 2010. The middle class whose cars and houses were flooded and water damaged during Ondoy and Pepeng, will turn to products that will make them feel good. They will want to treat themselves to something they think “they deserve” because of all that they have been through. It was marketing author and guru, Josiah Go who first mentioned this in his fearless post-Ondoy marketing predictions that he published in his Facebook account (and which my father and I later re-published in our MarketingRx column last October). It is worth echoing here.</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;">Think Royce luxury chocolates from Japan. Have you tasted their Dark Chocolate coated Macadamias? Probably not, because they were still out of stock, the last time I checked. But they do have enough “I-deserve-this” chocolates stocked in their small stores in Rockwell and Greenbelt 5 to serve those who want to feel not just good, but much better after the turmoil of 2009 (from both man made and natural made disasters). Concerts and the movie industry will make a comeback (actually the growth of the movie industry in the US is eye-popping, thanks a lot to movies like Avatar. Consumers in the US are treating themselves to more movies as an escape from the reality of unemployment scares and subprime mortgage realities knocking on their doors.) Here in the Philippines, the movie industry has been so sickly for so long, it is definitely poised for a stunning turn around. Who knows? Wapakman might have been the answer if Dionisia Pacquiao were in it!</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: arial;"><span style="font-size: small;">Don't forget to register to vote before the new deadline runs out again! We're out of space but not out of well wishes for all of our readers.Have a blessed new year! Send us your comments or questions to marketingrx@pldtdsl.net or drnedmarketingrx@gmail.com</span></span><br />
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<span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;"><span style="font-size: small;"> MarketingRx for Jan 8, 2010</span></span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="color: black; font-family: arial; font-style: normal;"><b><span style="font-size: large;">The entrepreneur's gut feel for 2010 (conclusion)</span></b></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: arial;"><span style="font-size: small;"><span style="font-size: small;">Happy New Year! Last week the junior MRxer looked into his magic gut to give you the first 3 of seven market predictions for 2010.</span></span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="color: black; font-family: arial;"><span style="font-size: small;"><b>#4.</b></span></span><b> </b><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;"><b>Let's go tripping! Biyahe na Pinoy!</b> Tourism and travel executives will be smiling. With the so called “democratization” of travel a result of the price wars still going on in the airline industry (thank you Cebu Pacific for starting this!), domestic tourism will continue to also grow by double digits in 2010. Spurred by travel blogs (think of Anton Diaz's Our Awesome Planet blog) and online search for the best deals, Pinoy consumers will be plunking down paychecks into good travel deals. Expect excuses like “time to visit the long lost relatives in Cagayan de Oro, so might as well do some white water rafting” to crop up this year. Literally cool places will be favorite destinations of families again. Baguio will make a comeback (thank you Ad Congress for propping them up with your donation) and Tagaytay's roads will be merrily clogged again this Holy Week. Subic will benefit from the spanking, stateside-like highway also. The addition of the Philippines in NatGeo's List of Must Visit Places in 2010 will add up well for the travel industry. But here's hoping that places like Camsur and Bohol don't go the way of overcrowded-overdeveloped Boracay.</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;">Pinoys will be happy travelling campers this season and it doesn't take a rocket scientist to figure out how to take advantage of this.</span></span><br />
</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"> <span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;"> </span></span><br />
</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;"><b>#5. Consumers as Healthy, Wholesome and Wise</b>. Week-end markets like the Saturday Salcedo Market and the Sunday Legaspi Markets in Makati have been attracting the growing middle class. Films like Food, Inc are wising up consumers to choose what they put into their and their families mouths wisely. Worldwide, Walmart is now marking and labelling which products are organic – and thereby labelling the rest that are not as “inorganic” or less healthy. And we are not just talking about vegetables and fruits. Include meats in that list. What Walmart does, the rest of the retailing world usually follows. So expect a surge in “organic” consciousness. So while it is early, go and make the effort to grow organic and offer meats and food that has not been produced in “farm factories”. Be the first to offer beef and chicken labeled as “Hormone and antibiotic free”. (Just last week, a bill was filed to require even Dog Food marketers to list the ingredients of their products.) Expect new market entrant, Human Nature, which brands itself as "<span style="font-family: verdana, tahoma, arial, sans-serif;"><span style="font-size: x-small;">100 percent organic, 100 percent Philippine-grown and 100 percent chemical-free personal care products" to have explosive growth with its decision to go through the direct sales channel (and donate part of the proceeds to its advocacy, Gawad Kalinga. Human Nature is founded by Anna Meloto-Wilk and Camille Meloto, the daughters of GK Founder, Tony Meloto.) We received their products as Christmas gifts from our staff and their affordable and SLS-Free shampoos and lotions could give Body Shop a run for their money.</span></span></span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;">Seize this segment of the market and be first in it. Please. I will be your first customer and most viral of advocates.</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;"><b>#6. Consumers will shop beyond the traditional.</b> This means that “non traditional” distribution and sales channels will continue to grow thanks to more Filipinos trusting in the channels itself. Think of the internet and the thousands of Mom and Pop Multiply-type makeshift e-commerce sites. Think of the fastfood chains set up for internet ordering. Think of the movie ticket and concert ticket reservations online (more than half of Charice Pempengco's launch concert at the MOA recently was sold via Friendster). Ayala Mall's Sureseats online reservation system allowed this writer to buy tickets online 6 weeks before the Pacquiao-Cotto fight.) Christmas pasalubong shoppers will look online for special deals. Now that the online population of the Philippines has doubled (from 10% to more than 20%), you can't ignore this anymore. </span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;">Finally, you can't count out the Direct Selling channel. Look at this non-traditional channel to sustain growth beyond Christmas. Just think of FernC, the vitamin C supplement that is now a billion peso brand thanks to its direct selling approach. This is something that it's older competitors have failed to do via the traditional Mercury Drug approach. At an international publishing conference in Kenya, I met the marketing director of a Brazilian publishing firm that has sold hundreds of thousands of books, including trendy pink leather bibles for girls, through direct selling giant, Avon. The market in the Philippines is ripe for that kind of traditional products through non-traditional selling channels.</span></span><br />
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</div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="font-family: arial;"><span style="font-size: small;"><b>#7. Manny Pacquiao will knock out Floyd Mayweather (in court or in the ring)</b>. IF the biggest fight in boxing history pushes through this year, Filipino consumers (around the world) will be in a carry over fiesta mode from Pacquiao's victory. Never mind that his Wapakman is a flop or that he won't be able to spend his way into winning a seat in congress in May. (Win or lose Manny should bring home a good chunk of the US$25M that he is reportedly guaranteed for the fight.)Think of this win over Mayweather as the equivalent of giving San Mig Coffee to a hyperactive 2 year old boy. That's what the Pacman's win (and his election spending spree) will do for the national economy and psyche. </span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;">Manny's winning always gives us a break from bad news and bad numbers. Remember the 4 back to back typhoons that devastated the Philippines in 2009? T</span></span><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;">hanks to the Pacman's victory last 14</span></span><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><sup><span style="font-size: xx-small;">th</span></sup></span><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;"> of November, the country all but forgotten those numbers—albeit even for a day or two. The victory has given us the permission to smile wide, open the wallet somewhat wider and spend to celebrate. And that always bodes well for the food and entertainment industry.</span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: arial;"><span style="font-size: small;">With election money expected to pour in the coming months leading to May, we hope that our inflation rate stays at the lowest is has ever been in more than 20 plus years. And if we elect a president that is smarter than Pumba and as brave and non-corruptible like Simba, then next Christmas Holiday season in 2010, we can all continue to say, as the Kenyans say in Swahili, <i>“Hakuna Matata!</i>” (No worries!). </span></span><br />
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</div><div style="margin-bottom: 0px; margin-top: 0px;"></div><div style="margin-bottom: 0pt; margin-left: 0pt; margin-right: 0pt; margin-top: 0pt;"><span style="color: black; font-family: arial; font-style: normal; font-weight: normal;"><span style="font-size: small;">Have a blessed new year! Send us your comments or questions to marketingrx@pldtdsl.net or drnedmarketingrx@gmail.com</span></span><br />
</div>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-90412425891652761162010-01-02T10:36:00.000+08:002010-01-02T10:36:10.940+08:00New Year's greetings and The Entrepreneurs Gut Feel of 2010 - part 1Two days into 2010 and I feel hope and anticipation in the air. Many are hopeful that the perseverance and character that was sowed in 2009 by all the trials that marketers have been through will reap a harvest of blessings. <div>Dr Ned and I wish all of our MarketingRx readers a new year filled with hope, prosperity, love and miracles! Here's to new life.</div><div><a href="http://business.inquirer.net/money/columns/view/20091231-244894/The-entrepreneurs-gut-feel-for-2010">http://business.inquirer.net/money/columns/view/20091231-244894/The-entrepreneurs-gut-feel-for-2010</a></div>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0tag:blogger.com,1999:blog-8435914808002082874.post-31211603100231751392009-09-30T15:06:00.001+08:002009-09-30T15:18:29.178+08:00How to market Noynoy Aquino for President in 2010<span style="font-size: 16px;"></span><br />
<div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">MarketingRx for October 2-09</span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><b><span style="font-size: medium;">Marketing "</span></b></span><span style="font-family: 'Times New Roman';"><b><span style="font-size: medium;">Noynoy for President"? - part 1</span></b></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">By Dr Ned Roberto & Ardy Roberto</span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><b><span style="font-size: large;">Q: </span></b></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">We</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> work for </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">an </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">NGO advocating for change and for Noynoy in the coming 2010 election. We read your column some 2 or 3 months ago saying that voters have a low involvement regard for the coming election and this is why the top 5 or 6 presidentiables have very close voting percentages. To be frank, we disagree</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">d and still do</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> with your analysis and didn’t like</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> at all</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> what you predicted. We were like the group who asked you the question in that column. But we are different in that we believe many of the concepts about changing public behavior </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">we found </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">in your social marketing book. </span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">You wrote that column before the Noynoy phenomenon. But now without the</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> kind of </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Villar</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">’s</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> extra heavy ad campaign and </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">without the </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">other candidates’ </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">shameless </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">advertorial plugs</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">, we’ve all seen how out of nowhere Noynoy</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> grab</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">bed</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> the lead in the presidential race with an unbelievable 49% votes. </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Surely, you can no longer say voters still have a low involvement regard for the coming election. So what does your social marketing have to say now about our voters, our presidentiables that include Noynoy, and who will win in the coming election?</span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><b><span style="font-size: large;">A: </span></b></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">You wrote a</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">n</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> excellent brief note. Thank you for your endorsement of the senior MR-er’s social marketing book. Next, we’d like to go directly</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> and </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">respond</span></span> <span style="font-family: 'Times New Roman';"><span style="font-size: small;">to your questions</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">. </span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">First, do voters no longer have a low involvement regard for the coming election? </span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">There are at least two important things to consider here. The first of these is Noynoy’s 49% share of votes. We probably can say that for those 49%</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">,</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> the low involvement attitude has been left </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">probably in favor of the high </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">at least for the present. But</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> as you probably still remember from your statistics,</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> the flip side of that 49% is the 51% who were not touched by Noynoy or by what happened to his Mom, Cory Aquino. So the most we can say about the </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">49% </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">statistic is that the playing field is now</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> probably</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> even between the low versus the high involvement voters.</span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">This conclusion holds IF the 49% ratio represents a trend data. But it is not</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> a trend data</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">. It’s a single data point as of the date of that scientific and credible survey that did the reading. To validly conclude about its voter behavior implication with regard to the likelihood of Noynoy’s winning the coming election, we need to see at least two more successive data points. If that 49% is more or less maintained in the next two surveys, then it</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> become</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">s reasonable to conclude that there’s a trend in favor of half the voter population sticking to Noynoy. If</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">, on the other hand,</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> the next two surveys show an increase for each of these 2 surveys, then the trend is for the 49% to even increase further. That will make Noynoy </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">a stronger presidential candidate on the verge of becoming a dominant leading candidate. Finally, if in the next 2 surveys, the 49% declines, then that 49% was no trend. It was an “outlier” statistics representing a “surprise” </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">or what author </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Nassim Taleb</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> refers to a</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">s</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> a</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> “Black Swan” phenomenon that would</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">,</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> just as quickly as it appeared would just disappear or level off about the norm.</span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">In all these 3 likelihoods, what’s of strategic significance </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">is to understand the social </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">force or forces underlying that 49%.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> What made 49% of voters to suddenly want Noynoy</span></span> <span style="font-family: 'Times New Roman';"><span style="font-size: small;">for their president this coming election?</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> Without such an explanation, anyone’s intrepretation and recommendation are just as good as any other.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">That’s one social marketing answer to your question on who will win the coming election. If we transform the question to relate specifically to Noynoy, we therefore ask: </span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">“Will Noynoy win the election?” </span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Or translating the question to refer to your advocacy stand and resoluteness, the question becomes: “What will it take for Noynoy to win the election?”</span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">The ideal would be for Noynoy to hold on to the 49% and if there should be a decline in this voting ratio, to arrest the decline to the lowest level of 30% or 34%. Recall that Fidel Ramos won at a 24% share of votes.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> That’s our benchline in this portion of the analysis.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> Now, </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">come May 2010, the final share of votes for any candidate will be determined first by the voters’ final voting decision and behavior. But the other half in a candidate’s final share of votes is his or his party’s political machinery. That other big factor is what we do not and cannot have from the survey. </span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">The political machinery includes</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">,</span></span> <span style="font-family: 'Times New Roman';"><span style="font-size: small;">especially for the incumbent</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> party</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">, </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">i</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">t</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">s</span></span> <span style="font-family: 'Times New Roman';"><span style="font-size: small;">capability and experience with a “hello-Garci”</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> maneuver or many others of this type</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> of vote hijacking</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">. </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Presumab</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">ly, a 10% lead (i.e., 34% versus 24%) would represent too numerous a number of voters to hide under a <i>“dagdag-bawas</i>” (vote adding-vote deducting) manipulation. So Noynoy can gain a decisive win with a low 34% or a high 49% </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">SOV </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">that he now commands.</span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Just how can your NGO and allies make this happen? Since we are out of space, we'll answer that question next Friday! </span></span><br />
</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: Verdana;"><span style="font-size: small;"><span style="font-size: small;">Thanks for your questions. Keep sending them to </span><a href="mailto:drnedmarketingrx@gmail.com"><span style="font-size: small;">drnedmarketingrx@gmail.com</span></a></span><span style="font-size: small;"><span style="font-size: small;"> or marketingrx@pldtdsl.net</span></span><span style="font-size: x-small;"><span style="font-family: 'Times New Roman';"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"><span style="font-size: small;"><span style="font-size: small;"> or text us at </span></span></span></span></span><span style="font-family: 'Times New Roman';"><b><span style="font-size: small;"><span style="font-size: small;"><span style="font-size: small;"><span style="font-size: small;">0918-3386412</span></span></span></span></b></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"><span style="font-size: small;"><span style="font-size: small;">. God bless!</span></span></span></span></span></span></span><span style="font-size: small;"><span style="font-size: small;"> </span></span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">MarketingRx for October 9-09</span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><b><span style="font-size: medium;">Marketing "</span></b></span><span style="font-family: 'Times New Roman';"><b><span style="font-size: medium;">Noynoy for President"? - conclusion</span></b></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">By Dr Ned Roberto & Ardy Roberto</span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Here's a repeat of the question posed last week by an NGO advocating for change and "marketing" Noynoy for President in 2010. They ask:</span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><b><span style="font-size: large;">Q: </span></b></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">We read your column some 2 or 3 months ago saying that voters have a low involvement regard for the coming election and this is why the top 5 or 6 presidentiables have very close voting percentages. To be frank, we disagree</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">d and still do</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> with your analysis and didn’t like</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> at all</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> what you predicted....</span></span><br />
</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">(But) you wrote that column before the Noynoy phenomenon. But now without the</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> kind of </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Villar</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">’s</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> extra heavy ad campaign and </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">without the </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">other candidates’ </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">shameless </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">advertorial plugs</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">, we’ve all seen how out of nowhere Noynoy</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> grab</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">bed</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> the lead in the presidential race with an unbelievable 49% votes. </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Surely, you can no longer say voters still have a low involvement regard for the coming election. So what does your social marketing have to say now about our voters, our presidentiables that include Noynoy, and who will win in the coming election?</span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-size: small;">Here's the continuation and conclusion to our answer from last Friday. (For those who missed it, visit our blog at marketingrx.org)</span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">First, find out the social force or forces underlying Noynoy's 49% share of votes (SOV). T</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">hat reason or reasons make</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> up the raw material</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">s</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> f</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">or crafting</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> Noynoy’s campaign message. Then</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">, that </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">message</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> has to be spread</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> and</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">, more importantly, kept at top-of-mind consciousness among the voter population. How to effectively accomplish this is found </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">today </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">in the</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> growing</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> word-of-mouth (WoM) marketing literature.</span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">WoM marketing shows that the spread of a message can be multiplied by its “conversation value.” That’s the quality of a message that makes it to its audience “buzzable” or, if you will, “Boy-Abunda-ble.” Its initial recipient</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">s </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">will </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">like to talk to others about </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">t</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">he message</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">. </span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">If talking about your message takes only one or two rounds, its spread and top-of-mind character will be short-lived. It needs another pass-on quality. That’s the quality of “stickiness” according to Malcolm Gladwell in his best seller book, The Tipping Point.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> Message stickiness, comes from the appropriate and timely use of message source and message context. </span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">When a message source is a celebrity or a respected figure of authority, the message source gives the message an enhanced stickiness.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> It is stickiness that gets the message to be passed on more than 2 or more rounds.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">The powerful message context, according to Gladwell, is controversy. But using controversy is a double-edged sword because it has positive as well as negative consequences.</span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><b><span style="font-size: small;">Controversy</span></b><br />
</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Conversation value and stickiness find its ultimate and ingenious application in Mel Gibson’s pre-selling of the movie, “The Passion of the Christ.” </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Gibson did the following. First, he </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">spread the news that the Jewish communities were </span></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">“mad at me because they said the movie made them look bad; it’s anti-semitic, they said.”</span></i></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;"> </span></i></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">He then got</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> emails </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">to circulate</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> in </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">the </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Christian communities defending the movie.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> Next, he somehow was able to get </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">Entertainment Weekly </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">to </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">name the movie </span></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">“the most controversial film of all times.”</span></i></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;"> </span></i></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">This was followed by a movie review from the foremost m</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">ovie critic Robert Ebert sa</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">y</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">i</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">ng</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">: </span></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;">“The full 10 minutes of flogging makes this the most violent film I have ever seen. … No level-minded parent should ever allow children to see this movie.”</span></i></span><span style="font-family: 'Times New Roman';"><i><span style="font-size: small;"> </span></i></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">That practically assured an eager children’s crowd for the movie. Through all of these, the m</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">ovie-going public talked about the movie and the media continued to do so as well.</span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">So </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">how d</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">id Gibson </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">sustain the conversation value and stickiness of his WoM campaign for his movie</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">? He created a </span></span><span style="font-family: 'Times New Roman';"><b><span style="font-size: small;">serial</span></b></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> WoM “campaign” of sorts whose changing but unrelenting conversation value and stickiness </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">held </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">movie fans</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> in </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">suspended anticipation</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> until the</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> movie’s release and they all </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">lined up to see it</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> That’s the kind of WoM campaign that Noynoy requires for keeping his 49% SOV or for making sure its decline would stop at 34%. His campaign message must have conversation value and stickness.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> T</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">hen that message must be reformulated repeatedly and </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">played in a </span></span><span style="font-family: 'Times New Roman';"><b><span style="font-size: small;">serial</span></b></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> schedule until election time.</span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: 'Times New Roman';"><span style="font-size: small;">We close by saying something about the social marketing model we applied above for shaping and directing voter behavior. </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">A</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">mong other things, </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">the model </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">versatility. </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">It can work for any other presidentiables. </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">A</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">n appropriate </span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">WoM campaign can be developed for the #2</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">, #3</span></span> <span style="font-family: 'Times New Roman';"><span style="font-size: small;">or even the #</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">4</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> candidate</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> aimed at matching and then excelling Noynoy’s SOV</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;">. It’s a matter of having the necessary voter response and behavior data.</span></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span><br />
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</div><div style="margin-bottom: 0px; margin-left: 0pt; margin-right: 0pt; margin-top: 0px;"><span style="font-family: Verdana;"><span style="font-size: x-small;"><span style="font-size: small;">Thanks for your questions. Keep sending them to <a href="mailto:drnedmarketingrx@gmail.com">drnedmarketingrx@gmail.com</a></span><span style="font-size: small;"> or marketingrx@pldtdsl.net</span><span style="font-family: 'Times New Roman';"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"><span style="font-size: small;"> or text us at </span></span></span></span><span style="font-family: 'Times New Roman';"><b><span style="font-size: small;"><span style="font-size: small;"><span style="font-size: small;">0918-3386412</span></span></span></b></span><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"><span style="font-size: small;">. God bless!</span></span></span></span></span><span style="font-size: small;"> <span class="Apple-style-span" style="font-family: 'Times New Roman';">Our writer's fees for this and last week goes to Operation Blessing's medical mission for Typhoon Ondoy victims. Please support relief efforts for the victims of Typhoon Ondoy. <span style="font-family: Verdana;"><span style="font-size: x-small;"><span style="font-family: 'Times New Roman';"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"><span style="font-size: small;"><span style="font-size: small;"><span style="font-size: small;">God bless!</span></span></span></span></span></span></span></span><span style="font-size: small;"><span style="font-size: small;"><span style="font-size: small;"> <span style="font-family: 'Times New Roman';"><span style="font-family: 'Times New Roman';"><span style="font-size: small;"><span style="font-size: small;"><span style="font-size: small;"><span style="font-size: x-small;"> God bless!</span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
</div>Ardy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com4tag:blogger.com,1999:blog-8435914808002082874.post-50742556162139770732009-09-16T23:54:00.000+08:002009-09-16T23:54:24.935+08:00the missing link - part 2 of Are Loyal Customers Really ProfitableThanks to Tara who called my attention about the missing part 2 of our column. Here it is. Click on the link and it will take you to Inquirer.netArdy Robertohttp://www.blogger.com/profile/08943831067119136359noreply@blogger.com0