Mitzi Ilagan | YoManila.com
Once the target customers recognize a certain product whether they see it physically or not, that’s when you’ll know that marketing works. Companies do it differently, varying from techniques, platforms, and budget.
And just like in the entertainment industry, the “who’s who” in marketing deserves appreciation and honor for their excellence, ingenuity and innovation. The Agora Awards, dubbed as the Oscars of Philippine Marketing, have been giving special recognition to them, passing on the torch and sparking up inspiration to all marketers in the country.
Branding
In most cases, people identify a product or service based on the ideas and impression they attach into a brand. With Unilever, they see to it that theirs would be known for its purpose. Benjie Yap, VP for Customer Development of Unilever Philippines, Inc. and the 2015 Agora Awardee for Outstanding Achievement in Marketing Management, shared about their past CSR project on feeding programs in Tondo and Baseco, with 100-500 kids around. It was of great help, but he felt that something wasn’t right, that its authenticity isn’t present because it’s just a 1-day event, but was covered by all sorts of media. Here’s a tip from him: Reflect on what a company can do to make a difference in the society. The brand’s purpose should overlap with your brand proposition and social need, and that is reflected on their products, wherein Knorr, through nutrition programs battle against malnutrition and not heavy traffic, and Dove, through the Beauty Sketches campaign, helps reduce women’s insecurities, and not global warming.
Entrepreneurship
Have you seen the viral post of a Nol Montalbo who shared his journey from being a Wendy’s crew to being an entrepreneur, together with Wendy’s Philippines owner in Philippine Franchise Association? That sounds crazy, but with perseverance and hard work, Nol, the founder and CEO of Mont Albo Wellness Corporation, proprietor of MontSapo Enterprise and 2015 Agora Awardee for Outstanding Achievement in Entrepreneurship, conquered them all. He shared his experiences before he became a CEO and entrepreneur, a reality where most people really go through hardships first before achieving their goals. Up until today, he stands firm on the ground, remembering the days when he was still a fastfood crew, because it serves as his inspiration to work harder. Even so, he has used everything that he has learned in running his businesses today. “I was able to empathize more to my employees because I was once an employee, too,” adds Nol.
Social Responsibility
Raul Falcon, Former Managing Director P&G Thailand, Myanmar and Laos and 2015 Agora Awardee Outstanding Achievement in Overseas Marketing shared three things that you need to do: Stop, Start, and Continue. Don’t get confused because here’s the purpose: Stop thinking about CSR but rather start thinking about collaborating and working more to maximize your campaigns. Lastly, continue doing anything good, may it be for the company, the customers, or better yet, both. Short but sweet.
Technology
Social media, indeed, has changed the way things are being advertised in the market today. Donald Patrick Lim, Chief Digital Officer of ABS-CBN Corporation and 2014 Agora Awardee for Outstanding Achievement in Marketing Communications, shared how effective social media is when it terms to dealing with a broadcast company such as theirs. They learned about YouTube sensations who surpassed their company’s channel views, but that they didn’t see as a threat, but as an opportunity to benefit from them. Their videos include makeup tutorials and toy unboxing, which clearly caters to what YouTube users want to know about. The bottomline is, the target market dictates. And what they say is what their company provides.
The Agora BEST Talks have indeed featured the best talks from the best people in the marketing industry. In time, more people would get the chance to share their testimonials as the Philippine Marketing Association inducted its new members on the event, too.
