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.     

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.”

Encounter Negros island at the 31st Negros Trade Fair

Experience what Negros is all about at the 31st Negros Trade Fair this coming September 14-18, 2016 at the Glorietta Activity Center. With the theme “Biodiversity In Tourism”, this 31st edition promises an even more extensive view of this glorious province and what it is to be Negrense.

Encounter the ingenuity and creativity of the Negrenses with the vast array of products ranging from household products, fashion items and accessories, furniture and furnishing, gifts, and décor, all tastefully created and meticulously crafted. Every year the members of the Association of Negros Producers ALWAYS outdo themselves, exceeding the already astronomical standard of quality and style that they achieved the previous year. Whether your 9 or 90, you’ll find that little (or LARGE, actually) piece that you just gotta have…whether for yourself or as a gift, you’ll surely find what’s just perfect.

And, of course, who hasn’t heard of the raves about the wonderful assortment of tastes from Negros that would make anyone salivate? From the famed inasal to those little sweet “kakanins”, biscuits, and what have you….just a gastronomic delight!!! Plus, with the Slow Food Convivium of Negros Island, you’ll savor tastes that are so unlike the oily, greasy, UNHEALTHY fast food that floods the malls. This is one of the few venues where you will find that there is food that can be both described as “delicious” as well as “healthy”.

All this has always graced the Negros Trade Fairs of past and visiting has always been a wonderful experience for all the guests.

But this year’s edition promises even more. Aligned with its theme, guests will see the bounty and diversity with which nature has blessed this island paradise. With the help of the Philippine Reef and Rainforest Conservation Foundation Inc. (PRRCFI) and Philippine Biodiversity Conservation Foundation Inc. (PBCFI), guests may discover the wealth of Negros’ natural resources with different exhibits and activities both for the youngest of the young and the oldest of the old.

So the 31st Negros Trade Fair is, simply put, a must for everyone, bar none.

Source: Association of Negros Producers

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.

Media Outlook 2016: Redefining Television

Mr. Gab Buluran of Kantar Media Philippines presented the Media Outlook for 2016 with regards to TV, Radio and Print.

Gab Buluran disclosed that traditional media is challenged by the trends toward On-Demand and the switch from Primetime to My-Time. This was the result of the  evolution of media and technology wherein one is no longer time-bound by the schedules released and provided by traditional media. This will also lead to the changing of the structure of media costs.

With statistics that show that there is indeed a generational difference with regards to the need for traditional TV. These are the following:

Ages 65 and up miss TV while those that belong to the 16 – 34 would rather forego of their TV than their mobile smart phones and gadgets. In a marketing point of view, the 16 – 34 year old segment is the demographic sweet spot since it is composed of the largest segment of the market.

Another disruptive event in traditional media is the  AlDub phenomena that occurred in the 2nd half of 2015. It has crossed media platforms from TV to print and even social media. These are supported by the incredible numbers it generated in Facebook and Twitter. The AlDub was also a showcase in realtime communications and feedback and showed the Twitter and TV correlation that was the product of AlDub.    

This is the outlook for 2016:

Advertising expenditures will continue to rise since TV has found it has competition in digital media but both are also complementary with each other. AlDub showed that content and adaptability as a key was attained by TV and this is the next step for media in 2016.

One factor to watch out for in 2016 is that it is an election year and that all forms of media will be harnessed in this political exercise.

Where is Media Headed? : Media Outlook for 2016

Media Outlook for 2016
Three Part Series.

The Media Outlook for 2016 was presented last December 15, 2015 at the Fairmont Makati. The Outlooks were in three parts.

1.    Redefining Television by Mr. Gabriel Buluran, General Manager of Kantar Media Philippines.
2.    Outlook for the Out of Home (OOH) by Mr. Lloyd Tronco, Executive Director of the Philippine Center for Out-of-Home Media Research and Science (PhilCourse)
3.    2016 Media Insights Study Highlights by Mr. Jay Bautista. General Manager of Strategic Consumer and Media Incites, Inc.

For this posting, Out of Home media will be tackled. This is done with regards to the advertising aspect and the media utilized.

Mr. Tronco cited historical precedence with regards to OOH. That as far back as the 1930s. This was evidenced by the OOH of the Manila Electric Railroad and Light Company 9MERALCO) notwithstanding the various billboards of Chesterfield and even Botica Boie during the pre-war years. The moving Cafe Puro billboard at Binondo also lays testament on the heritage and the efficacy of OOH advertising in the Philippines.

Going by the Philippine Golden Highway wich is called EDSA, the presence of OOH along the 24 kilometer strectch lends credence on how effective and also lucrative the OOH industry is. Currently, EDSA has 1,500 billboards, 26 LED billboards on its northbound leg and 25 LED billboards on its southbound lane.

With regards to exposure and reach that drives sales and purchases, statistics disclosed that only 14% stay at home and 86% are exposed to OOH. Most importantly, the current largest market segment, the Millenials have statistics that only 3% of them stay out home and thus within the reach of OOH.

Thus, the future market of Philippine OOH remains bright.

The challenges in the business situation remains.

Several factors point tio challenges, threats but more so on the opportunities. That trend of unbridled construction of billboards on 2015 continued the trend. What is partly considered as a threat is that there is a combination of billboards being considered as a real estate transaction by property owners thus selection and even strategic placements of billboards are defeated by placing as many ads as possible in a single contiguous space. This clutters and diffuses the messages being conveyed by the placements.

 Another is that Local Government Units (LGUs) who are among the owners of the most strategic locations have realized that OOH is  a good source of revenues.

This factor also is included in various concerns such as cost of maintenance, the media cost is projected to increase and OOH media inflation.

The resistance to OOH is also attributed to the grey area between OOH and merchandising, the rising popularity of digital media and the lack of understanding on the fuill potential of OOH.

OOH cannot be treated as an adjunct of what is on print and on video. Its content must be unique in itself since it is visual media but the dearth of knowledge on harnessing OOH that is integrated  with digital media campaigns.

The forecast for OOH are the following.

The main users of OOH are:

Politicians
Financial Services
Tech products
Website, apps and tech startups

What is needed are more LED and LCD screens and digital, mobile integration.

Fusion 2016: The Philippine Music Festival

Fusion 2016: The Philippine Music Festival

Theme: ImagiNATION “A better Philippines Imagined Through Music

 

Amidst the daily dose of negativity in the lives of Filipinos, the youth remains hopeful. 2016 is looked upon by everyone as a Year of Change: a new leader, a new direction , and a brighter future for the nation. . What better way to express the desires of each optimistic soul than to be part of a big movement using music as a platform to influence positivity. This is what Fusion 2016 is all about: an avenue to voice out a young generation’s aspirations for a better Philippines.

For its launch, Fusion 2016 sought to involve ordinary Filipinos through crowd-sourced lyrics and materials that will become anthem of the event. Through school tours, messages of each student were amplified via TVC, jingles, online and radio broadcast materials. This enabled artists, music lovers and other stakeholders a venue for conveying their hopes and aspirations for the country.

On January 29, 2016, the movement will be celebrating by manifesting these messages of hope and change through a bigger music festival with better experience and bolder performances from the country’s top music artists. Collaboration of OPM members of different genres will be featured in one night. A whole day of world class Filipino music on different pocket stages, activity booths and other attractions will create excitement like no other concert has done before. Above all, this is an opportunity to be united with both artists and the Filipino people that utters the same battle-cry in imagining a better Philippines through music.

The success of Fusion 2015 wherein 35,000 attended the festival, local recording companies, the Department of Tourism and other organizations , Fusion 2016 is a continuation of Carat’s mission of elevating the music industry to the world stage. Powered by the Carat Play Event Team, the Fusion 2016 is envisioned to be a more spectacular show in 2016.

Among the artists to be featured are:

Sarah Geronimo
Bamboo
James Reid
Gary V.
Parokya ni Edgar
GerphilFlores
Aegis
Kyla
The Dawn
Noel Cabangon
El Gamma Penumbra
Slapshock
Chicosci
Gracenote
Callalily
And more surprise guests.

IMAGINATION Fusion 2016 will be held on January 29, 2016 at the SM MOA Concert Grounds. Tickets are available in 7-Eleven and SM Tickets.

How brands can improve their strategic planning for 2016

December of this year and January of next year is the time for companies to do their strategic planning.  For those working in the overwhelming majority of corporations, the annual planning process plays an essential role. In addition to formulating at least some elements of a company’s strategy for the next 12 to 18 months, the process results in a budget, which establishes the resource allocation map; sets financial, operating, and marketing targets, and aligns the management team on its strategic priorities. The operative question now is as companies go for the preparation of the strategic planning event, how can they plan properly for the brands they are pushing and the markets they are trying to conquer if they don't begin with understanding the media habits of their target audience and consumers?

This is where the input of Media Outlook 2016 comes in.

2016 will be an interesting and exciting year for the media industry in the Philippines as the National Elections and ASEAN integration take center stage in the country.

The Media Outlook 2016 will present more than the usual economic forecasts we get from different media groups. Very few forums touch on the topic of marketing communications, particularly trends and forecasts for the coming year. These relevant questions should be addressed – Will TV continue to be the dominant consumer touch point?, What is the future of TV?, What is the state of out-of-home and billboard advertising? How fast are Filipinos becoming digital? How’s uptake for radio and print media?

These are just some of the questions that a Panel of Experts will answer and provide information in the Media Briefing.
Who Should Attend

CMOs, Managing Directors, Advertising/Marketing Managers, Brand Managers, Category Managers, Product Managers, Corporate Communication Managers, Media Planner/Managers, Publishers, Advertising Suppliers, Entrepreneurs, Academics, Students, Government, and those involved in media, advertising and marketing.

Discounts and Payment Scheme

PHP 5,999 + VAT inclusive of meals and kit

- Package of 5 Delegates + 1 Free
- 10% Discount to Past Delegates
- 20% Discount to Academe/Students/Government


----
The Resource Speaker and Experts:

1) Gabriel V. Buluran

General Manager
Kantar Media Philippines

Gabriel has close to 25 years experience in Media and Market Research, designing studies, managing data collection, and panel homes and data production.

He is currently managing the Client Servicing Team and National TV Audience Measurement (TV Ratings) Service in Mega Manila, Urban and Rural Philippines, where he is responsible for the overall management and direction of Kantar. He launched Kantar Media Philippines’ Radio Audience Measurement Service for KBP and the Radio Research Council in 2013 and developed the first Internet Audience Measurement Service for the Philippines 2014.

Before joining Kantar Media Philippines, Gabriel worked with ACNielsen Philippines. He joined the company as Associate Director of Nielsen Media Research, then went on to become the Director for Customized Research Operations.

Gabriel earned his degree in Bachelor of Arts major in Philosophy from Ateneo de Manila University.

2) Lloyd Tronco

Executive Director, Philippine Center
for Out-of-Home Media Research and Science (PhilCourse)

Lloyd Tronco is a stalwart in outdoor advertising in the Philippines. His first brush with outdoor advertising and Out-Of-Home media, started 30 years ago having grown up in a family business which provided billboard space in the Visayas and Mindanao. Having worked his way up in the family business, he became the General Manager of Tronco Advertising which is based in Bacolod by 1994.

In 2001, when Out-Of-Home media began gaining popularity in the Philippines due to the advent of digital tarpaulin printing, Lloyd Tronco was hired by McCann Erickson Philippines’ media unit, UniversalMcCann to be part of a team specializing in out-of-home media. At UniversalMcCann, he handled the Out-Of-Home media requirements of the agency including that of Coca-Cola, Cathay Pacific, Mastercard, and Globe Telecom, until early 2005.

Following the stint with UniversalMcCann, he set up a consultancy which developed the business of OOH media vendors and at the same time serving the Out-Of-Home media needs of various media agencies.

3) Jay Bautista

General Manager
Strategic Consumer and Media Incites

Jay is currently the General Manager of Strategic and Consumer Incites, Inc. (SCMI) which is a market and media research Start-up Company.

Prior to setting up his own company, he was Managing Director for Media at The Nielsen Company where he spent 19 years honing his skills in media research particularly in the field of advertising information and audience measurement covering traditional media (TV, Print, Radio, Cinema, Out of Home) and digital media (online and mobile).

He is currently a director of the Marketing and Opinion Research Society of the Philippines (MORES) where he was past President (2010) and co-chair of the Digital Measurement Board (DMB) of the Internet and Mobile Marketing Association of the Philippines (IMMAP) to which he served as director in 2013.

Jay earned his degree in AB Communication Arts from the Ateneo de Manila University and a Master’s in Business Administration degree from the University of the Philippines.

Media Outlook for 2016 to be held at Fairmont Makati, Dec. 15

2016 will be an interesting and exciting year for the media industry in the Philippines as the National Elections and ASEAN integration take center stage in the country.

The Media Outlook 2016 will present more than the usual economic forecasts we get from different media groups. Very few forums touch on the topic of marketing communications, particularly trends and forecasts for the coming year. These relevant questions should be addressed – Will TV continue to be the dominant consumer touch point?, What is the future of TV?, What is the state of out-of-home and billboard advertising? How fast are Filipinos becoming digital? How’s uptake for radio and print media?

These are just some of the questions that a Panel of Experts will answer and provide information in the Media Briefing.

The Panel of Experts is composed of the following:

1. Gabriel V. Buluran, General Manager, Kantar Media Philippines
2. Lloyd Tronco, Executive Director, PhilCourse
3. Jay Bautista, General Manager, Strategic Consumer and Media Incites, Inc.

KEY TOPIC PRESENTATIONS

I. Redefining Television by Gabriel V. Buluran, General Manager, Kantar Media Philippines

1. Redefining Television
2. Advertising Spend and Ratings in Radio and Print
3. The Audience Measurement Evolution
4. Advertising In An Evolved Environment

II. The Outlook for OOH by Lloyd Tronco, Executive Director, PhilCourse

1. Current OOH business landscape
2. Estimate of OOH’s reach
3. OOH Adspend
4. Who consumes OOH? (Are millennials attracted to Outdoor?)
5. Popular OOH executions used in 2015
6. Integrating OOH with Digital
 
III. 2016 Media Insights Study Highlights by Jay Bautista, General Manager, Strategic Consumer and Media Incites, Inc.

1. The Millennial Pinoy
2. Popular Touch Points
3. The digital landscape (Online and Mobile)
4. 2016 Outlook and impact on the Elections

Who Should Attend

CMOs, Managing Directors, Advertising/Marketing Managers, Brand Managers, Category Managers, Product Managers, Corporate Communication Managers, Media Planner/Managers, Publishers, Advertising Suppliers, Entrepreneurs, Academics, Students, Government, and those involved in media, advertising and marketing.

Discounts and Payment Scheme

PHP 5,999 + VAT inclusive of meals and kit

- Package of 5 Delegates + 1 Free
- 10% Discount to Past Delegates
- 20% Discount to Academe/Students/Government


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The Resource Speaker and Experts:

1) Gabriel V. Buluran

General Manager
Kantar Media Philippines

Gabriel has close to 25 years experience in Media and Market Research, designing studies, managing data collection, and panel homes and data production.

He is currently managing the Client Servicing Team and National TV Audience Measurement (TV Ratings) Service in Mega Manila, Urban and Rural Philippines, where he is responsible for the overall management and direction of Kantar. He launched Kantar Media Philippines’ Radio Audience Measurement Service for KBP and the Radio Research Council in 2013 and developed the first Internet Audience Measurement Service for the Philippines 2014.

Before joining Kantar Media Philippines, Gabriel worked with ACNielsen Philippines. He joined the company as Associate Director of Nielsen Media Research, then went on to become the Director for Customized Research Operations.

Gabriel earned his degree in Bachelor of Arts major in Philosophy from Ateneo de Manila University.

2) Lloyd Tronco

Executive Director, Philippine Center
for Out-of-Home Media Research and Science (PhilCourse)

Lloyd Tronco is a stalwart in outdoor advertising in the Philippines. His first brush with outdoor advertising and Out-Of-Home media, started 30 years ago having grown up in a family business which provided billboard space in the Visayas and Mindanao. Having worked his way up in the family business, he became the General Manager of Tronco Advertising which is based in Bacolod by 1994.

In 2001, when Out-Of-Home media began gaining popularity in the Philippines due to the advent of digital tarpaulin printing, Lloyd Tronco was hired by McCann Erickson Philippines’ media unit, UniversalMcCann to be part of a team specializing in out-of-home media. At UniversalMcCann, he handled the Out-Of-Home media requirements of the agency including that of Coca-Cola, Cathay Pacific, Mastercard, and Globe Telecom, until early 2005.

Following the stint with UniversalMcCann, he set up a consultancy which developed the business of OOH media vendors and at the same time serving the Out-Of-Home media needs of various media agencies.

3) Jay Bautista

General Manager
Strategic Consumer and Media Incites

Jay is currently the General Manager of Strategic and Consumer Incites, Inc. (SCMI) which is a market and media research Start-up Company.

Prior to setting up his own company, he was Managing Director for Media at The Nielsen Company where he spent 19 years honing his skills in media research particularly in the field of advertising information and audience measurement covering traditional media (TV, Print, Radio, Cinema, Out of Home) and digital media (online and mobile).

He is currently a director of the Marketing and Opinion Research Society of the Philippines (MORES) where he was past President (2010) and co-chair of the Digital Measurement Board (DMB) of the Internet and Mobile Marketing Association of the Philippines (IMMAP) to which he served as director in 2013.

Jay earned his degree in AB Communication Arts from the Ateneo de Manila University and a Master’s in Business Administration degree from the University of the Philippines.