Striking the Balance Between Digital and Non-Digital Marketing and Advertising for Startups

Lloyd Tronco at the Restaurant Engagement Conference

In a symposium conducted last 2016, Jay Bautista, General Manager of Kantar Media made an impromptu survey among the audience. He asked who sourced their regular dose of information from TV and radio. Those who raised their arms were aged 40 years old and above. Again, another question, who were those who sourced it from the internet. Most belonging to 40 years old and below raised their arms. One final question, who would rather have their smartphones with internet connectivity than TV during an entire day. The answer was surprising, most raised their hands and they cut among the generations present.

Fast forward to 2017. Tech startups are gaining not only traction but momentum. The same is not only experienced in the National Capital Region (NCR) but also in urban centers nationwide. The growth can be referred to as multi-regional driven. This is because of the increasing number of highly educated and skilled urban dwellers that need employment and livelihood opportunities.

The target market for these startups is those that need solutions to everyday problems ranging from healthcare to food and nourishment and everything in between. The idea is to make the target market aware of the available services and technology solutions developed to serve that know niche and to create demand for the niche.

In the Restaurant Engagement Conference held last August 12 – 13, 2017, the focus was on those startup restaurants, those that still belong to the small to medium classifications in the industry. It was only logical that not having the resources of big fastfood and restaurant chains, these startup restaurants would need to have an opportunity to make their products and services known to a wide market as possible.

The conference speakers represented resource speakers that discussed subjects that varied from SEO enhancements, Chatbots, Digital Promotions among others.

Recently, the seeming trend was to go digital in marketing, advertising, and promotion since it is less costly and more efficient in reaching out to most everybody. That was the perception. But the reality is that since it is more efficient, it is easier to do in the long run but that such method saturates cyberspace and thus reduces the “dwell time” of the audience to a mere 4 seconds. 

Lloyd Tronco of philCOuRSe represented the Non-Digital Channels for marketing and advertising. Citing examples found in the US and Europe where restaurants and food services are thriving and using outdoor advertising in conjunction with digital marketing techniques. It was pointed out that a combination of both was a potent mix as a tool for the promotion of these restaurants and is also applicable for tech startups.

According to Mr. Tronco, there is a need for clarity in measuring the efficacy of both digital and non-digital methods in marketing and advertising with regards to startups and restaurants. A so called “sweet spot” must be found by each enterprise that will suit their targets with regards to market penetration share and brand awareness. 

The writer, Lloyd Tronco, is an Out-Of-Home Media Strategist.  He is a constant subject matter expert on matters pertaining to Out-Of-Home Media and Digital Signage.  He is also the industry journalist for OOH in the Philippines.

Recreate, Empower and Capture at the Restaurant Engagement Conference 2017

The Restaurant Engagement Conference had its media launch press conference on June 28, 2017. This was held at the 7107 Culture + Cuisine at the Treston International College, Bonifacio Global City.

The Restaurant Engagement Conference will be held on August 12, 2017 at the Marcopolo, Ortigas, Pasig City. The Restaurant Engagement Conference (REC) will tackle the challenges of Small and Medium Enterprises (SMEs) particularly in the restaurant and Food and Beverage industry sector. 

The thrusts of the REC are the following:

1. RECREATE – Existing brands are subject to the ever changing and fast paced dynamics of today’s business. The need to evolve and adapt to the trends and emerging trends is a must for the entrepreneur. This is more imperative for new entrants in the restaurant and F&B industry.

2. EMPOWER – Knowledge of trends and the uses of traditional and new marketing methods, strategies, tactics and processes will equip the entrepreneur in navigating the paths towards the right business decisions for their enterprise.

3. CAPTURE – Capture the right market. Knowing the proper niche in the market for the enterprise or business spells the difference between success and failure. The correct discernment of the target market, market needs and delivery of the need to customer will translate to brand loyalty.

Mplify Managing Director Miguel S. De La Rosa opening the media launch of REC

The REC will cover a wide range of subjects and topics that the entrepreneur will find useful in their business endeavors.

The Speakers for the conference are the following:

1.. YAYU JAVIER, President/COO - Avanza 

2. JERRY ILAO, President - Simple Life Technology 

3. HAZEL HERBER, Managing Director - Where to Eat Philippines 

4. WESSAM ATIF, CEO/ President - FoodSHAP 

5. JAY BAUTISTA, Managing Director - Kantar Media 

6. BRIDGETTE TAN, Operations Director - Inquirer Mobile 

7. TIMOTHY LEE, VP for Special Projects - Globaltronics 

8. LLOYD TRONCO, Executive Director -Center for OOH Media 

9. AILEEN CONTRERAS, VP Retail SME Loans - Maybank 

10. HENRY DE CHAILLE, Group Sales Manager - Google Philippines 

11. NIKOLAI ANTONIO FREZ, Segment Head - Globe MyBusiness 

12. PAOLO LACUNA, Business Development Lead - Facebook Philippines  

The Restaurant Engagement Conference is organized by Mplify.     

Look who’s back! Digital Marketing Conference Philippines Reload 2016 happening again this July 14 & 15

The previous digital marketing conference in the country made a great impact to its attendees. In fact, many insisted for another one as they realized that the conference really gave them profound understanding and knowledge to get their businesses or companies along with today’s digital age. Because of this, many will surely be happy as the Digital Marketing Conference Philippines will happen again this year!

Digital Marketing Conference Philippines Reload 2016 is a two-day seminar which aims to help the marketers and other attendees in getting ahead with digital marketing success. The event will fast track on July 14 and 15, Thursday and Friday at SMX Convention Center, SM Aura Premier, Taguig City. 

The seminar as organized by Neo Trade, will cater on both beginners and those already knowledgeable in digital marketing. The conference topics include: strategy and planning, analytics, websites, social media, search, and mobile marketing. It targets those in the academe, agencies, entrepreneurs/SME’s, professionals, BPO sourcing & marketing personnel, government personnel, marketing specialists, brand advertisers, business leaders, website owners, and as well as students to attend and participate in the said conference.

This year’s Digital Marketing Conference Philippines Reload will give new faces to issues and trends regarding mobile and digital marketing field as it will let the attendees meet and interact with industry experts, and as well as provide an overview of the key aspects and effectively utilize them in producing marketing plan for their businesses. The YES members are encouraged to attend and are given worthy discounts for the registration fee. 

For more information about the designated seminar fees and other queries, visit their website at www.neotrade.co or their FB page at Neotrade Events. Interested attendees may also call Neotrade at 9380837 or 09167312040 for additional clarifications and details.

Keep your eyes wide open! Witness the “Digital Marketing in a BLINK Seminar 2016” this coming August

The persistence of technology today sprouts digital marketing that has already earned its niche in the industry. Because of this current shift in the business scene, marketers and other company owners become motivated to advance and further their connection with their customers in this fast-paced world.

“Engaging and Growing Customers Through Digital” is the theme of the upcoming “Digital Marketing in a BLINK Seminar 2016” on August 11-12, Thursday and Friday at AIM Conference Center, Makati City. The 2-day event will direct the discussions and forum on the following key topics:

Day 1, August 11, Thursday
• Applying insights from analytics to brand strategy
• Making social measurable to grow and succeed
• Creating awesome content marketing
• Videos’ crucial role in digital marketing strategy
• Developing consumer nurturing strategy
• Delving on digital creatives

Day 2, August 12, Friday
• Humanizing brand in digital age
• Knowing effective strategies to increase email subscriber open rate
• Optimizing landing pages that drive conversions
• Innovative strategies for mobile engagement
• Improving website conversion and optimization through better UX design
• Optimize Ad Spend in Digital to Reach Right Customers
• Promoting Your Brand with Mobile App

The event will have esteemed personalities and experts in the industry as resource speakers like Eduardo I. Mapa, Jr, the CEO of Digital Arts Network (DAN) Manila/TBWA, Denise Haak Luchangco, the founder and chief experience officer of QUIDDITY Usability Labs, Raymund Villanueva, the head of digital marketing of VYGR Digital Agency, Voyager Innovations/PayMaya, Peach Natividad, the digital strategy director of McCANN Worldgroup, Jonathan Joson, the industry manager – performance of Google Philippines, Jonas de los Reyes, the co-founder and managing director of Socialytics, Inc., Paulo Angelo Famularcano, the head of creative of D5 studio,TV5, Bernard N.San Juan III, the general manager of TrueLogic Online Solutions Inc, and Jimmy S. Gimenez, the owner and manager of Gpod Mobile.

People engaged in digital marketing businesses like CMOs, Brand Marketers, Category Managers, Advertising Managers, Digital Directors, Agencies, Publishers, Media, Telcos, Content Providers, Bloggers, E-Commerce Entrepreneurs, Suppliers, Government, Academe, Digital Marketing Service Providers, and those involved and interested in the field of digital marketing and advertising are encouraged to attend.

The registration fee costs 15,999php which already covers 2 days attendance, meals, kit, and taxes. Interested participants may also opt to attend a day of the seminar only which costs 9,999php including 1 day attendance, meals, kit, and taxes.

The event also offers discount schemes, in which a package of 5 delegates can avail a free registration for another delegate (package of 5 + 1 free). Also, a 10% discount is offered to the past delegates. This seminar would surely be exciting and productive, so what are you waiting for? Visit www.fmi.com.ph or email norelyn@fmi.com.ph for more details.

Digging deeper, “dig.ph 2016”— the country’s biggest digital marketing for SMEs transpires again this July 13

Last April 2015, a conglomeration of prominent companies and leading personalities in the field of digital marketing like Google Philippines, GroupM digital, Adobo Connection, Diamond Rent-A-Car, and others assembled at Shangri-La Makati for the country’s first ever DigPH. Participants found attending the event worth it as they learned many relevant topics and issues regarding mobile and digital marketing shift, which were all significant to keep their businesses afloat. 

Because of the resounding success of last year’s event, DigPH will be expected to transpire again into the scene. AdSpark in partnership with Globe myBusiness will relive “dig.ph 2016”, the country’s largest digital and mobile marketing summit for SME’s, again on July 13, Wednesday at Crowne Plaza, Ortigas, with the theme “Big digital ideas for small to medium businesses”.

The registration will start at 8:30 am as the program will run from 9:30am to 5:00pm. The key topics and exciting activities will revolve around significant trends in today’s mobile and digital marketing such as learning how to maximize social media, venturing into e-commerce, being present in digital moments that matter, and optimizing backend processes for growing business. As expected, this year’s “dig.ph” will have premier personalities with notable contribution in the industry who will share their insights and important advices to attain success in mobile and digital marketing.

An onsite registration costs 1, 500php/pax, but heads up especially for those who missed last year’s “DigPH” because the event offers an early bird promo until July 11, 2016 for only 1000php/pax. Slots are limited, so register now! For interested participants, visit their website at www.dig.ph or their Facebook page at DIGPH for more details.

IMMAP Launches the Power of X

IMMAP announced it's 10th internet and mobile marketing summit during it's general membership meeting at Diamond Residences, Makati on April 19, 2016 (Wednesday). The event will take place on October 10-12, 2016 at the PICC.

According to IMMAP, every corporation, start up companies, and digital marketers must not miss out on this prestigious event. But what makes this event so special?

The main message of the general membership meeting is focused on digital news and updates, pointing out how crucial the change and growth in digital media and marketing is, and why every digital marketer must innovate and adapt to this trend.

The meeting was jumpstarted with an introduction speech was made by Eduardo Mapa Jr. He is the Chief Innovation Officer of Havas Media China, and has over 25 years of experience in advertising and marketing. The main message of his speech is that the growth of digital media is a trend that no one can stop. Digital is already mainstream, and it is at the heart of everything. From consumer behavior to business operations, digital will affect it.

Donald Lim, who was the second speaker and also the founding president of IMMAP, casted the vision that every business must change Be disrupt or get disrupted by the exponential advancement of technology in this digital age. He communicated this powerful message by showing a video of a first world traditional advertising agency who stopped operating all because they choose to ignore what is happening around them.

The final speaker was Sandiya, a digital marketing practitioner from Facebook. Sandiya showed statistical data's of the consumer behavior in southeast Asia. Her message revolved around the following:

1. Mobile Moves People

- Teenagers spend their on mobile.

- Average time spent: 3 hours per day on mobile in the Philippines.

2. When it comes to time on mobile, apps rule.

- 56% of all time spent on

3. 8 out of 10 people in southeast Asia check their mobile phone while watching TV.

What these data means to brands and marketing is that businesses and digital marketers must build their strategy on mobile.

With all these news and updates, IMMAP aims to cover the height and breadth of the digital marketing landscape through its biggest digital conference: The Power of X: 10th Internet and Mobile Marketing Summit.

This Digital Congress will tackle 10 key tracks of Digital Marketing - from research and measurement to content and distribution, featuring 100+ speakers from Facebook, Google, Twitter, Spotify, Waze, Comscore, Havas, TBWA, Near, and more.

Brandon Jones is Keynote for the 9th IMMAP Summit

Brandon William Jones, Google’s Head of US Product Operations will be this year’s keynote speaker at the Internet and Mobile Marketing Association of the Philippines (IMMAP) Summit. This year’s theme is Disrupted Economies: How Digital is Reshaping the World. Topics to be discussed will span how digital is shaking up our everyday- from taking cabs to planning our vacations to developing products and creating brand experiences for our customers. Over 500 delegates will attend this two-day event happening at the SMX Aura from September 10 to 11, 2015.

“Digital has gone beyond just marketing and advertising. It now permeates every aspect of our life, disrupting businesses, changing habits, shaping societies.  It is no longer a choice to make digital a part of a company’s core strategies but is a given to survive a constantly-shifting business environment,” says Mench Viduya-Dizon, IMMAP Summit co-Chair.

She adds, “In the past, the focus was more on advertising and marketing. Digital has gone beyond that and so the 2015 Summit wants to reflect this. This year, five key topics touch on how digital has evolved into the various aspects of the business environment: Reputation Economy, Attention Economy, Collaborative Economy, Convenience Economy and Start-Up Economy.  We also shine a spotlight this year on the exciting start-up scene in the Philippines and how this has fuelled further disruption in various local industries.”

Disrupted Economies: How Digital is Reshaping the World features more than 50 speakers that will create that buzz of thought-provoking talks.  This year’s keynote, Brandon Jones, heads US Product Operations for 7 of Google’s technology products, including Google Cardboard. Brandon’s product portfolio ranges from pre-launch to mature products, with up to hundreds of millions of users a day. Brandon has accumulated over 10 years of experience and has managed large teams, driving initiatives around scaling, operational improvement and structural realignment. He holds an MBA from Harvard University.

“It is crucial that the IMMAP Summit reflects the new normal in society—but a new normal that many of us might still be resisting. The disrupted economies that shall be featured during the Summit present a reality check: This is how the world is now turning, and we may just get lost if we don’t turn with it,” shares Norman Agatep, IMMAP president.

Trademark events like the Summit and the Boomerang Awards, and the Certified Digital Marketing Programs help bolster IMMAP’s role in the industry.   According to Agatep, “Both IMMAP and the Summit have continued to remain relevant in its almost ten years by mirroring the rapid changes in our industry.”

http://www.immap.com.ph/news/brandon-jones-is-keynote-for-the-9th-immap-summit/

Jay Bautista Shares Latest Findings In E-Commerce Summit

Internet and E-Commerce Research industry heavyweight Jay Bautista will be sharing his latest findings and insights on how the e-commerce market and user demographic is changing - that entrepreneurs need to know. Learn from his findings as it will be shared at the E-Commerce Entrepreneurs Summit on August 29 at BEST WESTERN PLUS Antel Hotel. Folks can still register for this event at http://ecommercebootcamp.digitalfilipino.com/course/e-commerce-entrepreneurs-summit-manila-2015-2/

OAAP Holds First Ever National Summit In Davao

The Outdoor Advertising Association of the Philippines (OAAP) held its first ever National Summit in its 50 year history at Waterfront Insular Hotel in Davao City with the theme: “Let’s Go Outdoor!” last Saturday, August 22, 2015, in conjunction with the annual Kadayawan Festival in the City.

About 90 Outdoor Advertising practitioners throughout the country attended hailing from OAAP Chapters in the NCR, North Central Luzon, Visayas and Mindanao.

With the growth of the Philippine economy, the Out-of-home Industry is gearing up to become a relevant player in this unprecedented push for share of the market in terms of advertising spend. The summit was led by OAAP Chairman Mr. Frank Abueva and OAAP President Mr. Rod Guevarra. Five Speakers are spoke before the group: Lawyer to the Stars, Atty. Lorna Patajo-Kapunan as Keynote Speaker and Guest of Honor, followed by Philippine Center for Out-Of-Home Media Research and Science (PhilCOuRSe), Executive Director and former OAAP Board Member, Mr. Lloyd Tronco spoke on the Latest Updates In Managing An OOH Business. Also in the line-up of speakers were Globaltronics VP for External Affairs & Partnerships and current OAAP P.R.O., Mr. Nato Agbayani who spoke on Rich Media Marketing Via Digital OOH.

Powerhouse speakers coming from the Franchising and Advertising industries were lined-up for the afternoon session. The legendary RK Franchise Consultancy Founder, Mr. Rudolf Kotik spoke on Franchising and Intellectual Property, followed by Advertising Guru and IPG Media Brands Philippines CEO, Ms. Venus Navalta who spoke on What’s Next in the World of OOH.

Outdoor Advertising Industry Holds 1st National Summit In Davao

The Outdoor Advertising Association of the Philippines (OAAP) will hold its first ever National Summit in its 50 year history at Waterfront Insular Hotel in Davao City with the theme: “Let’s Go Outdoor!” from August 21-23 in conjunction with the annual Kadayawan Festival in the City.

About 100 Outdoor Advertising practitioners throughout the country are expected to attend from OAAP Chapters in the NCR, North Central Luzon, Visayas and Mindanao.

With the growth of the Philippine economy, the Out-of-home Industry is gearing up to become a relevant player in this unprecedented push for share of the market in terms of advertising spend. The event is led by OAAP Chairman Mr. Frank Abueva and OAAP President Mr. Rod Guevarra. Five Speakers are set to speak before the group: Lawyer to the Stars, Atty. Lorna Patajo-Kapunan as Keynote Speaker and Guest of Honor, followed by Philippine Center for Out-Of-Home Media Research and Science (PhilCourse), Executive Director and former OAAP Board Member, Mr. Lloyd Tronco to speak on the Latest Trends in OOH. Also in the line-up of speakers is Globaltronics VP for External Affairs & Partnerships and current OAAP PRO, Mr. Nato Agbayani to speak on Rich Media Marketing Via Digital OOH.

Powerhouse speakers coming from the Franchising and Advertising industries are lined-up for the afternoon session. The legendary RK Franchise Consultancy Founder, Mr. Rudolf Kotik will speak on Franchising and Intellectual Property, followed by Advertising Guru and IPG Media Brands Philippines CEO, Ms. Venus Navalta to speak on What’s Next in the World of OOH.

For details contact the OAAP Secretariat at (02)843-8201/(02)751-0255 or through mobile at 0917-5149781 or 0998-5403023 or visit the OAAP Facebook page at www.facebook.com/pages/Outdoor-Advertising-Association-of-the-Philippines-OAAP.

Digital Out-Of-Home Media Lectured At Nestlé Brand University

Out-of-home media veterans Bing Kimpo and Lloyd Tronco recently shared their expertise on Digital Signage and Digital Out-Of-Home media at the Nestlé Brand University, which took place at EDSA Shangrila Hotel on July 27, 2015.

Digital Signage and Digital Out-Of-Home media is the least discussed among digital channels despite the fact that most award winning digital campaigns employ DOOH as a component.

In attendance were the various brand managers of Nestlé Philippines, Inc.

Click here for OOH Marketplace:

 

Fiera de Manila's Graphic Expo 2015, at the SMX Convention Center Mall of Asia

The 20th Graphic Expo 2015 is the country’s premier trade show and marketplace for creative and printing professionals. It connects you with the buyers, decision makers, businessmen and entrepreneurs, top suppliers and industry players/professionals. This event provides networking opportunities, knowledge sharing, engagement with key players in the industry and latest trends in the market.

It is an ideal trade show to expand business, meet serious customers and buyers, get new business ideas, source digital technologies and innovation, upgrade existing tools, and network with industry experts.

Stay updated on all of FMI's learning events! Follow the Fiera de Manila, Inc. Facebook Page: https://www.facebook.com/fierademla
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