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.

Is Filipino cuisine an endangered heritage?

Tamales

Like our indigenous fabrics and oral chants and literature, Filipino cuisine is a cultural heritage that needs protection and preservation.

Kapampangan chef José Antonio Miguel Melchor is advocating the preservation of the wealth of recipes, resources and skills to be passed on to the next generations.

“If you ask millennials what’s their favorite cuisine, they usually cite Italian or Japanese because it’s sosyal,” said Melchor. “For them Filipino cuisine is equivalent to Jollibee. They don’t know what’s galantina (stuffed chicken), tamales (steamed rice cakes with chicken) or pianggang (Tausug chicken dish).”

The chef’s crusade began in 2014 when he was commissioned by the Department of Agriculture (DA) to handle the Filipino section of the Asean food festivals at the Shangri-La hotels in Jakarta, Indonesia; Yangon, Myanmar; Phnom Penh and Vietnam. The buffet of adobo, kare-kare, sisig, suckling pig and other classics was well received by international guests.

“I taught the local chefs how to make our food from scratch using the DA’s produce,” said Melchor. “It dawned on me that the government markets our cuisine abroad while there is not enough promotion of our own cuisine here. Many are still not aware what Filipino food is.”

He then formed a group that would take up this cause. Some proponents of Filipino cuisine, celebrity chefs and food journalists supported him while others said that it had been done.

Despite the naysayers, Melchor established the Philippine Culinary Heritage Movement, composed of industry stalwarts and people with influence. For its launch, a gala was held at the National Museum honoring the people who popularized Filipino food such as Glenda Barretto, Engracia Reyes of Aristocrat Restaurant, Lorenzo J. Cruz, Nora Daza and the late Inquirer food columnist Doreen Fernandez. For its second anniversary, the movement held a fiesta at Kabisera restaurant.

Melchor also collaborated with the National Commission for Culture and the Arts (NCCA) for government legislation.  NCCA chair Felipe de Leon Jr. suggested that April be proclaimed Buwan ng Pagkaing Filipino.

Melchor said he hopes the proposed Filipino Cuisine Month would make people more aware of the unique cultural and social characteristics of Filipino food.

Melchor seeks to create a center of Filipino cuisine with the DA. He said the Agribusiness Development Center has a showroom which could be used as showcase of Filipino products. He said the center could also advise suppliers how to make their products marketable.

Food culture

Growing up in Pampanga, the Philippines’ food capital, Melchor was always surrounded by good food. His parents loved to entertain while his great grandfather was a chef for the Americans in Clark Air Base. He lauded the resourcefulness of Filipinos as they recycled airplane body parts into cooking pots and pans.

Melchor owns and manages a catering service, Healthy Eats, which delivers food to people who want to eat nutritionally balanced meals.

But his repertoire of Filipino food is a diet buster. Melchor said he cooks such classics as kare-kare using tripe and fresh sauce. It comes with fish paste from Pangasinan which is washed to reduce the saltiness and spiked with onions, garlic and fresh tomatoes.He also makes pastel de lengua and morcon with beef.

Melchor recently participated at the Terra Madre Salon del Gustilo in Italy where he showcased Filipino dishes. He said the international network aims to protect ingredients that are endangered because of the lack of demand.

He said Filipinos are no longer familiar with purple yam, turmeric or yellow ginger, tinawon and adlai or pearl barley.  “Filipinos don’t know these crops, they only know of chili flakes,” he said. “They are also unaware of the varieties of heirloom rice around the country like tinawon or white rice from Ifugao, and Cordillera red rice which we put on top of adobo.”

Melchor acknowledged that Filipino cuisine is evolving. “We don’t have to cook in the palayok and serve on banana leaves,” he said.

But he observed how puto would be compromised with flour for convenience instead of the traditional galapong or rice dough, or how it would take several hours to stir boiled ube with fresh coconut cream until it thickens. Today, people cook with  powdered ube and canned milk, he added.

In the end, it is important to maintain the defining features of Filipino food, Melchor declared.

Source: http://lifestyle.inquirer.net/249618/filipino-cuisine-endangered-heritage/#ixzz4V1uNFDdk

The 80s will be the biggest trend of 2017. For Better or Worse

80s Chic, anyone?

Marc Jacobs was on to something when he threw a recent party in Brooklyn with a wildly specific dress code that started with the mandate of "Chic '80s." Apparently, in 2017 we'll all be wearing 1980s-inspired clothing, at least according to two of the latest analytical forecasts of next year's trends.

It all sort of makes a bit of sense. We'll have a controversial celebrity turned Republican politician in the White House. Popular music is as synth-heavy as it's ever been since that decade. People are actually excited about new Star Wars movies. Stranger Things is the most buzzed about show of the year. Makeup on men is an even bigger trend than it was during the glam rock heyday. Heck, Hollywood is even rebooting Dynasty.

According to Pinterest's in-house analytic team, the '80s trend isn't about to die down. The team has analyzed the trends that have seen the most year-over-year pinning growth over the past year and that seem primed to peak in 2017. Among their forecasts is the belle sleeve top silhouette taking over the off-the-shoulder look, an even more heated interest in flair (as in things like stickers and pins), and of course, more '80s.

"Other big shifts were in political Ts (no surprise there), backless shoes—and not just the mule—and multiple earrings," writes WWD. "That goes hand-in-hand with the popularity of Eighties-style trends, such as high-tops, peg legs and denim skirts."

________________________________________

'80s trends that are making a comeback:

1. ‘80s and ‘90s Perfumes are Coming Back in a Major Way

2. '80s Beauty Trends You'd Never Try Today

3. 10 Pieces You Need to Bring Some '80s Glam to Your Style

________________________________________

Meanwhile, retail analytic firm Edited is also forecasting trend temperatures in the '80s as well.

"The 1980s will be huge—everything from power suits and slouchy tailored trousers for office wear, through to off-the-shoulder looks, activewear and [over-the-top] ruffles," the report stated.

So, while there are some disagreements as to the fate of off-the-shoulder tops, both agree that '80s are in.

Which isn't a surprise. Designers have packed recent collections with '80s details. Hedi Slimane's last collection for Saint Laurent saw more dramatic shoulders since the series finale of Dynasty, and other designers followed suit with Reagan-era stylings in their spring 2017 collections.

Li Edelkoort, the Danish consultant widely regarded as the master of all fashion trend prognosticators, also sees fashion's increasing obsession with trends of the past as well, but she's not happy about it. In a recent talk in London, Edelkoort decided to forgo a traditional trend-setting talk, and instead delivered a stern chiding of fashion's recent practices.

According to Business of Fashion, she pointed out that designers of the past made their names by creating radically new silhouettes and types of clothing, while too many today rely on simply reinventing old ideas from the past.

“These categories of designers are working on clothes and are no longer concerned or interested in change for change’s sake – unanimously declaring newness a thing of the past," Edelkoort said. “With this lack of conceptual innovation, the world is losing the idea of fashion.”

Which does make a certain amount of sense. Why head to the department store to find the latest trend when you can just as easily find it in the thrift store?

Source:  http://www.allure.com/story/80s-fashion-trend-for-2017?mbid=social_cp_facebook_vf

Twitter leverages the resources of Ph agencies through #GoLive

Twitter’s #GoLive agency bootcamp has finally reached the Philippine soil.

The #GoLive bootcamp is part of Twitter Flight School program. Its goal is to help marketing and advertising agencies in their craft by building a deeper understanding of how Twitter works, and teaching how to use it to engage with their market and be a part of live conversation.

#GoLive is an education program across Asia, including India, Indonesia and Singapore, that aims to assist the agencies and their clients through using Twitter’s live connection feature. The bootcamps will bring together almost 8,000 Twitter experts from research, product, and brand strategy that will undergo in intensive training programs. The training includes new modules which focus on developing the skills of marketers in the field of advertising, particularly on upgrading their strategies on content advertising by using Twitter features (Twitter Amplify, Twitter Ads, and TV campaign with Twitter integration).

According to Twitter’s Head of Agency Development, APAC and MENA Simon Brockman, the digital space moves at lightning speed and change is the only constant. Agencies know of Twitter, but not many know how best to leverage our latest tools in a way that adds value for their clients. To help increase the understanding of their platform as the industry evolves, they are working to engage more with marketers around the world so that they and their clients can use Twitter more effectively to reach and engage their target customers.

#GoLive bootcamps will start this week. To know the details of registration, visit their website https://twitterflightschool.com/login.

Ading’s Gourmet Tuyo: A Negrense recipe handed from generations

Ading’s Gourmet Tuyo is not your ordinary gourmet tuyo. Chef April shared the story behind the first shredded gourmet tuyo I have tried. She said that her Lola has always been very hands-on. When they were still little, every time they would harvest watermelons in their farm, her Lola would take out the seeds for them so that they can eat at ease. The same thing goes when they eat tuyo. It was originally her Lola’s recipe and it was always present in their family gatherings. Since her mom loves capers and olives, Chef April tried to add the said ingredients to her Lola’s recipe. Eventually, her friends told her “Why not put it in a bottle and sell it?” That gave birth to Ading’s Gourmet Tuyo. She worked on the product’s packaging and treats that as her main contribution for the coming about of Ading’s Gourmet Tuyo. Chef April is confident enough to say that it doesn’t contain any preservatives.

Being both a Lacson and a Gonzaga, Chef April confessed to be a certified foodie. She owns restaurants where she displays her products. She’s very proud to say that all her products are authentic family recipes. Her latest is the Chorizo de Gonzaga which is her Tita’s recipe.

Ading’s Gourmet Tuyo is now on its 3rd year. You can choose between regular and spicy variants. Chef April suggested ways on how customers can enjoy her Gourmet Tuyo. She said that it’s actually good with pasta, salad, and toasted crostini. However, she still thinks that it’s best with rice – the most Pinoy way of eating it.  Ading’s Gourmet Tuyo can also serve as an appetizer. Chef April said that you can spread it on French bread and add kesong puti for it to be like a Pinoy Canapé.

This is Chef April’s 2nd year in The Negros Trade Fair. She’s very proud of her Gourmet Tuyo which has already won 2 awards. It won the Savor Negrense Award at the Panaad sa Negros Festival 2015 where 19 municipalities and 13 cities joined and only one winner was declared and that is Ading’s Gourmet Tuyo. It was also acknowledged as the grand winner for the deli category of the 26th Bulawan Awards of the Association of Negros Producers in August 2016.

Caress and charm in a bar

Susan Flores, owner of Karissma, treats hers as a millionaire’s business. They’re now on their 5th year in the industry; yet, it’s their first time in the Negros Trade Fair.

Although it may sound ironic, the Yolanda incident in Tacloban paved way for Susan’s business. She has an American friend who gave her a call that time, asking her if she was affected by the typhoon. This friend of hers who’s a chemist and dermatologist in the USA wanted to extend her help to Susan. She gave her a formula in creating chemical-free soaps. Susan said that her friend is a chemist who hates chemicals that’s why she exerted effort in researching for fruits and vegetables in the Philippines which are good for the skin. It was only through Skype where they communicated to produce the soap.

Susan also shared the story behind the name of their brand. She said that during her younger days, it was very easy for her to gather people and she was always told by people that she has charisma. That incident gave her husband gave the idea of naming their brand “Karissma”. At the same time, it also means caress and charm.

Karissma soaps are all natural and handmade. Susan herself is the one who processes them in her small laboratory. The physical appearance of their products proves that they are using natural products. They include fruit and vegetable peelings in the soap.

Susan only started with 3 kinds of soap – banana, radish, and cucumber. Within a year, they were able to come up with more such as guava (anti-bacterial), avocado (moisturizing), charcoal (detoxifying), and many more. Their bestseller is the radish soap which has a bleaching effect. Each of their soap (150 grams) costs 180php.

The owner remains very down to earth. She understands that her business won’t flourish at once. “It’s slowly growing”, she said. Susan has been to many places because of Karissma. She’s been getting invites nationwide.

What’s more inspiring about the owner is she shares her success to other Filipinos. She welcomes distributors. They have packages for resellers, especially OFWs. This is her way of helping other people.

From scrap bottles to riches

Have you ever thought of transforming your used wine and medicine bottles to a home décor or kitchenware? I nearly thought it was impossible until I met Precy Perez, owner of Yssa’s Crafts.

When you walk along the booths of the Negros Trade Fair, Precy’s flattened bottles will surely catch your eyes. In an interview with the owner herself, she revealed that all her products are recycled bottles. She buys them from scrap boys who regularly drop by her house in Bacolod. They get used medicine and wine bottles from dumpsites, hotels, restaurants, and junk shops. These materials undergo a cleaning process and are baked at a high temperature in a ceramic oven.

Back in the day, Precy used to do ceramics and exports them. However, in the year 1999, her sales dropped because the buyers opted to go to China to buy ceramics. In effect, she lost 30 workers and had financial difficulties. Despite this challenge in her life, she continued to sell her products with only 2 workers by her side. 

During a show in SM Megamall, a customer showed her a picture of bottle chimes and asked her if she knew how to do it. Funny thing is she said yes even though she really didn’t. However, since she’s a chemical engineer, she already had an idea on how to do the product. Precy gave it a try and it became a hit when she sold the bottle chimes locally.

During the firing, Precy doesn’t always get the desired shape because the temperature is not uniformed. Because of that, a defect gives birth to other products. Her products now include saucepans, serving dishes, home decors, and bottle chimes – her “golden egg”, she said. Recently, she’s been working on medicine bottles as vases/planters which are orders from the USA.

Precy treats her business as her bread and butter. Although she’s at the peak of her career, she never forgets to share her blessings to others especially to the less fortunate. Her purchasing of the recycled bottles from street children and mothers without income is her way of helping them. She even shared that late at night, these people would knock on her door and beg her to buy the bottles because they haven’t eaten yet. She couldn’t take such kind of situation that’s why she’ll always buy from them regardless of the time of the day.

At present, Precy Perez is the head of the gifts, décor & houseware sector of the 31st Negros Trade Fair. She regularly joins fairs, even international ones like the annual Manila Fame. She’s been receiving orders of her products from countries like Belgium and USA.

She treats her craft as a special gift from God. It was through her business that she was able to redeem the properties of her parents which were mortgaged.

On a personal note, Precy said that she’s very happy with what she’s doing. She has redeemed her confidence because of her growing business. Being an inspiration to aspiring entrepreneurs, she said “Kapag may sipag at tiyaga, may biyaya.”

Pokémon Go Causes Death

On August 24, 2016, the first Pokémon Go related death in Asia took place in Tokushima, Japan.

According to reports, 39-year old farmer Keiji Gooh was playing the augmented reality game while driving on the evening of August 23 and accidentally hit 2 female pedestrians – a 72-year old and a 60-year old. This first one died the following day, while the latter was seriously injured.

Japan’s Jiji Press reported this as the nation's first fatal accident involving a driver playing Pokémon Go while at the wheel. They further revealed that an estimated 80 accidents in Japan have already transpired involving modes of transportation since the app was introduced in the country last month.

As mentioned, this is not the first accident caused by Pokémon Go. In fact, since its launch in July, there have been numerous and continuous reports of traffic violations, violence, crime, and deaths linked to the game all over the globe. Since the gamers are distracted, they somehow leave the real world which makes them inattentive of what’s actually going on around them.

Regardless of the many incidents concerning Pokémon Go, Niantic, the app’s developer, absolved itself from all the possible liabilities through a disclaimer in the app’s terms and conditions. There is also a warning from Niantic that pops up every time the app is opened, reminding the players to always be aware of their surroundings.

While controversies about Pokémon Go continue to surface, authorities worldwide are making vigorous efforts to ensure the safety of the gamers like banning the said game in schools, churches, and other public places. However, Niantic should also address these issues themselves if they want to prolong the game’s success. In reality, there are a couple of positive influences that the game should try to emphasize such as people going outdoors as well as fitness and health.

Should Pizza Hut Delivery Change Its Hotline Number Now That There is 911?

MANILA, Philippines - Beginning tomorrow, August 1, 2016, President Rodrigo Duterte will be putting in place a national hotline for emergencies.  The number 911 will officially be the national emergency hotline.  The 911 emergency hotline was tested by Interior Secretary Mike Sueño last Thursday, July 21, and replaces the current 117 emergency number.

Beginning August 1, citizens who call 911 will be connected to the Presidential Action Center (PACE).  This number is quite close to the famous Pizza Delivery hotline of Pizza Hut which is 911-1111.

What do you think?  Should Pizza Hut Delivery Change Its Hotline Number Now That There is 911?

Let us hear your comments below.

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.

Applying the 5Cs in Philippine Elections

Applying the 5Cs in Philippine Elections

By:  Josiah Go

The National election is coming in few days, and everyone has their own opinion on who deserves to be in the top national leadership positions of our country. There have been many talks about converting knowledge to action and that one presidential candidate in our May 9, 2016 election positioned himself as one good in execution (no pun intended). I respectfully disagree. Consider the 5 Cs of execution on getting things done:

1)      Clarity of strategy – Execution comes after strategy; a strategy entails understanding complex interactions of many variables and understanding the bigger picture as well. For a country, it involves not just peace and order but equally important factors like the economy and foreign policy. An important aspect of execution is knowing what strategy to execute. The Philippine economy has grown tremendously with each president building on the gains of their predecessors, successfully getting out from being the “sick man of Asia” when Marcos left the country in 1986 to being Asia’s brightest economy under the term of President Noynoy Aquino.
Today, the Philippines is the 29th biggest economy in the world in gross national product (GDP) and we cannot afford to lose what we have gained through the years. A single-minded focus on crime needs a doable strategy – – what exactly is the doable strategy to suppress crime within 3-6 months on a national scope? Having nationwide death squads is not legal. An example of a clear strategy is the Oplan Lambat-Sibat of the Aquino government, resulting in arresting 716 of the 946 most wanted, high profile criminals in the country. A clear strategy, with attention to details, weekly follow through meetings and accountable metrics becomes sustainable.

2)      Communication – The president of a country is the role model of the nation and chief diplomat worldwide. He or she must be clear and inspiring yet tactful and respectable. One cannot keep saying one thing today and changing to another tomorrow. One communicates to gain allies, not alienate different segments of society on a weekly basis — foreign customers last week, rape victim this week, disabled people next week. For sure, good communication is not about using foul language and tasteless jokes. If it is the new norm, we should all be concerned about the implication to national culture. The machismo communication style may be needed and effective for Mayor Duterte in Davao in Mindanao but certainly not necessarily nationwide. LP candidate Mar Roxas and running mate Leni Robredo have their platform – “Kalayaan sa Gutom, Kalayaan sa Takot, Kalayaan Mangarap“ (Freedom from Hunger, Freedom from Fear, Freedom to Dream) translating the vision to clear projects to gain Philippines momentum if they win the election.

3)      Coordination – Getting things done is not just an executive prerogative, it entails coordinating and convincing other equal parts of the government — the legislative and judiciary. A president belonging to PDP-Laban and legislative belonging to Liberal Party may be harder to coordinate, as there is still the need to cross party lines to get things done. A look at some countries like Indonesia will reveal barriers to get things done if the president is different from the ruling party in congress. The government may have the best of intentions, but it needs the cooperation of others to form a team, even harder if a president is elected as a minority president. Think of the scenario if on May 9, 2016, over 70% of the ‘masa’ and over 60% of those belonging to ABC are not in favor of the new president. It is important that after the elections, the success rate of the President and VP will be based on how he or she manages to coordinate the 3 branches of government, and engaging the constituents to support his or her administration.

Existing coordination barriers need to be removed. In the 3rd and final presidential debate, it was Mar Roxas who identified specific coordination issues such as the merger of DPWH and DOTC, an advantage from one who has been part of the team that helped in implementing laws resulting to the highest growth rate of the Philippines, yet, seeing areas of improvement not available immediately to neophyte without national executive experience in governance.

4)      Commitment –  It is about starting and staying in a relationship. It is about a promise, in fact, a covenant for an election. One cannot make a stand only to keep changing. A leader must say what it means and mean what it says and not allow its followers to end up being its apologists. Reality check is that on short-term, it may be possible but on long-term, it may be hard for a leader to sustain the commitment of competent people if he or she does not show consistent commitment to a promise. We have seen the declining rating of another presidential candidate, Senator Grace Poe, on ground that she pledged alliance to the United States before and until recently, her husband was an American citizen. Even countries like Myanmar disallowed anyone to become president unless the immediate family and their spouses are natural born citizens of the country, a signal of consistent commitment.

5)      Competencies – Different people have different strengths. Competencies in good governance is doing what matters. For example, the BPO industry’s turning point came about when tax incentive previously given to product sector in EPZA was extended to service by virtue of amending Republic Act 7916 so that buildings or floors in buildings could register as an eco-zone. This simple insight under the time Mar Roxas as secretary of trade and industry convincing congress to amend the law resulted to a US$25 billion industry with over 1.3 million jobs, 78% being male, 61% married, 57% not college graduate given another chance in life, trickling down to the poor sector with over US$6.7 billion in salaries and benefits, creating new growth opportunities for other industries. It is noteworthy to mention that Manila has overtaken Mumbai as the world’s no. 2 BPO destination and contributes to some 6% of the country’s GDP.

While these 5 C’s of Execution seem to stand alone, these are interdependent and interact with each other. For example, a good commitment will reflect an effective communication approach. A clear strategy if not communicated properly can lead to mistakes in coordination. It is impossible for a leader to have successful execution overnight, while experience and track record in the government can surely make a leader qualified to lead the country.

(I write this article voluntarily for the undecided voters. I have no intent to convert Duterte die-hard fans. Like many of you, Duterte was in my shortlist but pattern I have observed have convinced me to vote for Mar-Leni in the May 9, 2016 election. If you need a basis for electing the next president and vice president, please allow me to share this 10-Point Test http://josiahgo.com/10-point-test-to-elect-the-next-president-and-vice-president-by-josiah-go/)

Source: http://josiahgo.com/applying-the-5cs-of-execution-to-philippine-election-by-josiah-go/

Caveat on So Called “Scientific Methodology” on Surveys

Surveys are not only used during elections. Surveys are used daily by most marketing and advertising departments of large corporations and conglomerates. Branding is based on preferences by customers or brands are created according to the needs of the market.

In this 2016 election season, there are surveys that tout their “methodologies”. These may sound authoritative but once dissected they cannot stand up to close scrutiny.

This observation and insight by a Statistics graduate of the University of the Philippines deserves careful perusal and analysis.

Days are numbered for the much awaited 2016 National and Local Election. Surveys are here and there saying that this are the result of the surveys they made, etc. And so, after delivering the results to the people, many were just contented with the result while there are some who reacts and disagree and point out their reasons.

This is why David Yap, a statistician, and graduate from the University of the Philippines School of Statistics, became viral after stating his points about the 'Bilang Pilipino SWS Mobile Survey'.

As per this guy,

I am a statistician. I am a graduate of the University of the Philippines School of Statistics. I do not approve of the methodology of the Bilang Pilipino SWS Mobile Survey. More importantly, I detest their use of Statistical methodologies to lend credence to their obviously flawed methodology. It obfuscates its lack of credibility by invoking Statistical methodologies that are not easily understood by many Filipinos. In my opinion, it is a blatant and deplorable misuse of the Science of Statistics.

(Hear more from him by reading his entire Facebook post below about the issue)

Few hours after he posted his message on his Facebook wall, it went viral and as of the moment, it now reached 1000 shares and still counting.

This is what David Yap posted on his Facebook wall about the 'Bilang Pilipino SWS Mobile Survey'. Kindly read.
I am a statistician. I am a graduate of the University of the Philippines School of Statistics. I do not approve of the methodology of the Bilang Pilipino SWS Mobile Survey. More importantly, I detest their use of Statistical methodologies to lend credence to their obviously flawed methodology. It obfuscates its lack of credibility by invoking Statistical methodologies that are not easily understood by many Filipinos. In my opinion, it is a blatant and deplorable misuse of the Science of Statistics.

The Bilang Pilipino SWS Mobile Survey claims that it has a margin of error of +/- 3%. The implication here is that the results of the survey are off by at most three percentage points. People are led to believe that the survey has accurately estimated the lower bound and upper bound of the vote share of each candidate. Given their latest results this would suggest that Sen. Poe has a range of 31% to 37% and Mayor Duterte has a range of 28% to 34%. Here is an explanation as to why I find it absurd.

Students of Statistics know that the margin of error in sampling is often computed as the reciprocal of the square root of the sample size. The Bilang Pilipino SWS Mobile Survey had a grand total of 1,200 possible respondents. SWS has not divulged the number of actual respondents of their latest survey so let us use the sample size in the March 22 survey - 806. If you take the reciprocal of the square root of 806 you'll get 3.52% (Right of the bat SWS rounded their margin of error down - but let us not quibble over relatively trivial details such as this). Notice that the margin of error does not use the size of the population as a variable (It does not matter if the voting population is 1 million of 50 million). It may come as a surprise to many of you that this isn't the crux of the issue.

The crux of the issue is that the validity of the aforementioned margin of error depends on the sampling methodology. The margin of error will only hold if the survey is conducted using an unbiased methodology. Put simply, the margin of error will only hold if the survey results are generated from an unbiased sample. What exactly is an unbiased sample? An unbiased sample is one wherein every element of the population has an equal chance of being selected. I repeat: An unbiased sample is one wherein every element of the population has an equal chance of being selected.

Here's the rub: in order for the margin of error to be credible, the underlying sample has to represent the entire Philippines. How could it represent the entire Philippines when millions upon millions of validated voters were not given a chance to be selected?

Herein lies the test as to whether or not the SWS Bilang Pilipino Mobile Survey should be believed. Herein is a simple question that would tell us whether or not we should lend credence to the results being promoted by this survey: Was every validated Filipino voter given an equal chance of being selected?

According to the SWS Bilang Pilipino primer the survey uses a 'nationally representative sample of 1,200 validated voters'. The question here becomes: Did SWS draw its 1,200-strong sample from the entire roster of validated voters? After all, each and every validated voter has to be given an equal chance of selection. There is no indication, at all,that SWS sampled from the entire voter registry (As a segue ask yourselves: would COMELEC have given SWS, a private entity, free reign over the ENTIRE voter registry? Hmm.).

This suggests that SWS did NOT give all validated voters a chance to be selected. If this is indeed the case then the SWS Bilang Pilipino survey should not be trumpeted as a credible survey with a very small margin of error - because the sample was BIASED.

It gets better (worse), SWS generates its samples according to strata - or groupings. For the SWS Bilang Pilipino Mobile Survey it used four strata - NCR, Balance of Luzon, Visayas, and Mindanao. There is nothing wrong with using strata and employing stratified random sampling. There is, however, something very wrong about giving these strata equal weights. For its Bilang Pilipino sample, SWS gave NCR, Balance of Luzon, Visayas, and Mindanao 300 samples each. This distribution means that NCR, Balance of Luzon, Visayas, and Mindanao are all given equal weights. The problem here is that the distribution of the Filipino population - and consequently the Filipino voting population is not spread equally across the four strata! Here are approximate values: Balance of Luzon has 44%-45%, Visayas has 20%, Mindanao has 23%-24%, and NCR has the remainder. Putting all of these together we see that Balance of Luzon is severely under-weighted and under-represented and NCR is severely over-weighted and over-represented. BIAS.

The choice of the level of stratification is also dubious given that geography plays a key role in determining the outcome of national elections. National politicians often have home provinces and regions that would lend them tremendous amounts of support during elections. Choosing our island groups as the stratification level ignores the highly nuanced dynamics of local Philippine politics. You do not need to be a political scientist of statistician to realize that this is a poor way of distributing your sample. It is, for example, distinctly possible to generate a Balance of Luzon sample without Ilocos Norte. It is distinctly possible to generate a Balance of Luzon sample without Camarines Norte/Sur. It is distinctly possible to generate a Visayas sample without Capiz. It is distinctly possible to generate a Mindanao sample without Davao del Sur. The choice of stratification assumes that voting preferences within each island group are largely homogeneous. It assumes that there is little to no heterogeneity within each island group.

But wait, there's more!

The SWS Bilang Pilipino Mobile survey is an opt-in survey. As I indicated earlier, the actual sample could be smaller than the indicated sample. The people who were given mobile phones to respond to text prompts could choose NOT to answer the text prompts. Given the nature of the survey they cannot re-sample to fill-up the desired or indicated sample size! This is obviously another source of bias!

It is also of note that respondents can only respond from 7:00 am to 12:00 noon. If you fail to respond during that window you are excluded from the actual sample. If you forgot to charge the phone, if you could not get a signal, if you were busy at work, if you were sick, it doesn't matter - you are excluded. Bias, bias, bias!

The survey serves no discernible function. It provides no discernible benefit. One can even make a compelling argument that the SWS Bilang Pilipino Mobile survey is designed to condition the minds of voters and establish trends that would legitimize or sanitize fraudulent election outcomes. I urge you: Do not lend this survey any ounce of credibility.

Voters should not choose their candidates on the basis of who is 'winnable' and who is 'not winnable'. Your choices should not be about who can or cannot win. Elections should be about visions, platforms, and track records. Do NOT reduce the elections into a popularity contest wherein the winners are not chosen based on their capacity to govern - but rather by their perceived popularity. Do NOT cheapen our democracy.

Do yourself and the Philippine democracy a favor: Do not let this survey affect your choices. Think for yourself.
Source: http://www.allthingspinoy.com/2016/04/up-graduate-statistician-shares-insights-about-bilang-pilipino-sws-mobile-survey.html

Insighting by Issa Baron of Good Thinking Research, Inc.

Insighting is creating a link between the consumer and a brand and the link generates strong emotions that leads the targeted consumer to identify with the brand, and or see it as the solution to a need that has up to by that time remained unarticulated.

Like in constructing a complete sentence, before discussing the subject, the predicate must first be laid. So a narrative is created that leads to a denuoument wherein the consumer finds the answers to his questions represented by a product or service.

According to Issa Baron, Managing Director of Good Thinking Research, Inc. the most exciting insights she had come across includes Lactum’s Panatag si Mommy. Before that, Lactum’s were all on the mental development of children but there is also the insight on filling up or meeting the nutritional requirements of picky eaters, thus, the thrust on addressing this all to common a problem among parents.

There is also BPI’s  Bank Anywhere. There was a study wherein it was discovered that closure of existing accounts were due to migration of clients. BPI introduced a system wherein a client can bank anywhere there is a BPI branch that eliminates interbank charges for deposits and withdrawals.

Steps in generating good insights.

1.    Listen when interviewing consumers. Allow the consumer tro define the questions that need to be addressed.
2.    Have a “Consumer Wall” wherein notes can be posted  about the concerns of the target market.
3.    Find similarities among observations and come up with a theme. Find a value that the action reflects.
4.    Find out how your brand can answer can resolve a conflict in its own unique way.

 Source: Readings from josiahgo.com

Marketing Innovation and Lessons from Vick’s Vap-O-Rub

In every industry, it is innovation and creativity that is the key to productivity, revenue generation and institutional longevity. Nobody is aware that Vick’s Vap-O-Rub was created during the Flu Pandemic of 1918 and was supposed to be a cure for the Flu and we all know that the Flu is viral and to date there is still no cure for viruses and yet Vick’s Vap-O-Rub is still on sale worldwide. There are various ways of creating innovation, the following are the 3 main types:

Product – iPod, iPhone and the iPad revolutionized the mobile phone and gadget industry

Process – Online retail and wholsale

Marketing Mix – The iPhone and iPod and IPad had iTunes and other services

As for the  Marketing Mix here are some examples:

A)    Project Pie – A mix between marketing and product by making your own pizza.
B)    Price innovation – Recession Coffee in Eastwood allow buyers to pay what they want for different types of coffee.
C)    The use of Social Media in brand or product awareness.
D)    Service Innovation – Hooters. Enough said
E)    Physical Environment – One of the oldest in the country. Barrio Fiesta wherein the mood inside and the ambience is akin to a never ending town fiesta.

Sourced and derived from readings in http://josiahgo.com/marketing-innovation-by-josiah-go/

(Attend Josiah Go’s Marketing Innovation executive workout on April 14-15, 2016. Email info@mansmith.net for details)