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.

Former Yahoo! Executive is now GetCRAFT Philippines' Managing Director

Kate Delos Reyes, Managing Director, GetCRAFT Philippines

Kate Delos Reyes, former media head and country manager for Yahoo! Philippines, was recently appointed as the managing director of GetCRAFT’s new office in Manila, Philippines.

Delos Reyes’ more than 10 years of work experience include being with Globe and Yahoo! Philippines. She has expertise in content, social media, strategy, operations, marketing, communications and business development.

GetCRAFT is Southeast Asia’s premier content marketplace. They have worked on more than 1,700 projects for over 130 brands such as Unilever and Samsung. Moreover, GetCRAFT has established strategic partnerships with GroupM, IPG (Interpublic Group of Companies), Havas, Starcom, and DAN (Digital Agency Network).

Anna Testa is now Publicis Manila's MD

Anna Testa, Managing Director, Publicis Manila

Advertising and marketing veteran Anna Testa was appointed as the Managing Director of Publicis Manila.

With over 20 years in the industry, Testa has worked with brands for multinational clients like P&G, Nestle and McDonald’s. For 11 years, she has been working outside the country, handling various global brand leadership roles for P&G in Leo Burnett Singapore, London, and Tokyo.  She was Leo Burnett Singapore’s Global Brand Director for P&G Global SK-II. On June 2015, Testa returned to Manila and served as Y&R CEO.

Publicis Manila is part of Publicis One Philippines which is a global communications enterprise that brings together Publicis Groupe’s agency capabilities and expertise under one roof.

Digital Marketing Association of Hong Kong

Founding members of Digital Marketing Association of Hong Kong (L-R): Rico Chan, Yahoo VP and GM, Hong Kong, India & Southeast Asia, sales; Kevin Huang, Pixels CEO; Elsie Cheung, SCMP COO; Mai Wah Cheung, Next Digital group chief information officer and chief technology officer; Victor Cheng, ComScore VP, North Asia; Anita Lam, head of FMCG and Retail, Greater China, Facebook; Lars Bratsberg, industry leader, agency, Google.

Source: www.campaignasia.com

Seven of Hong Kong’s largest digital players have come together to form the Digital Marketing Association of Hong Kong. Among the founding members are Pixels, ComScore, Facebook, Google, Next Digital, South China Morning Post, and Yahoo!

It was Pixels along with two other companies who first initiated the idea of having an advertising industry body. They saw the need for setting standards and measurements for digital marketing and growing its talent pool. Moreover, they wanted to establish a Hong Kong chapter of the Interactive Advertising Bureau.

Along with the seven founders, the association now has a pool of 36 members composed of agencies, and several brands such as HSBC, Standard Chartered, and Expedia.

DMA Hong Kong aims to advance the market by focusing on measurement standards and training.

Digital Marketing Multiplied

The country's very first digital congress, the "IMMAP DigiCon, The Power of X: Digital Multiplied", hosted by the Internet and Mobile Marketing Association of the  Philippines (IMMAP), promises to be as enlightening  and exciting as the first event hosted by IMMAP 10 years ago.

"This groundbreaking event will be like no other that IMMAP has hosted in the past - more attendees, more learning tracks and most importantly, an even bigger line-up of speakers who will talk about everything digital in the 21st Century. Collectively, they will share their thoughts on this industry that is taking the world by storm", says Donald Lim, Chief Digital Officer of ABS-CBN and touted as the founding father of digital marketing in the country.

The digital landscape in the Philippines continues to evolve at an unprecedented pace; as such, the congress is the perfect venue for the country's digital marketers to keep in step and to learn from digital marketing experts from all over the world, who will share their  knowledge during the 3-day event.

"More industries today are now going purely digital and we are expecting this kind of transformation among many more companies in the future", Lim adds.

For the first time, through "The Power of X: Digital Multiplied", IMMAP fuses together other regular digital marketing conferences - the Mobile Marketing Summit, Digital Commerce Summit, and the IMMAP Summit - into one event, expecting to draw around 3,000 delegates from various industries across the country.

Lim says this congress will be 10 times bigger than before as IMMAP once again enjoins members of the Philippine digital marketing industry and demonstrates to them how brands can grow exponentially with the power of digital, multiplied.

Why "Power of X"? Lim explains that "X" is one of the most powerful letters in the alphabet. It has many possible usages, but it also stands for the unknown. "When it comes to digital, it's up to you to determine what 'X' stands for. In many ways, digital is still misunderstood , and so it gets the 'X' mark or is crossed out of an advertiser's consideration list. How will you be able to amplify your brand in the digital space? It's for you to define your 'X'', he says.

The IMMAP DigiCon will have 10 subject matter tracks and 10 speakers in each track, for a total of 100 speakers. The topics for the 10 tracks include "Branding and Marketing", "Content and Distribution", "Start-ups", "Creatives", "Social and Search", "eCommerce and Payment", "Marketing Technology", "CRM, Data and Analytics", "Research and Measurement", and "Media and Ad Networks".

The likes of Dan Neary, Vice President for Asia of Facebook, Wendy Hogan, Head of Strategy and Marketing Transformation of Oracle, and chief executivesof local companies like Ernest Cu, CEO of Globe Telecom, Kenneth Yang, President and CEO of Golden Arches Development Corp., Fred Uytengsu, President and CEO of Alaska Milk Corp., will be on hand to speak during the plenary sessions. Meanwhile, Sunita Kaur of Spotify, Anna Liechtenstein, Global Chief Startegy Officer of Havas Media, Paul Azzola, COO of PayMaya Philippines, Guy Hearn, Chief Innovation Officer of Omnicom Media Group, Simon Kahn, Chief Marketing Officer of Google Asia Pacific, Gwendolyn Regin, Head of Strategy and Business Development of Asia Mashable, and Sandhya Devanathan of Facebook SEA,to name a few, will be among the 100 speakers expected to provide the learning and sharing of knowledge on digital marketing in the 21st Century.

"Trust is earned, not given... CNN Philippines will continue to provide information you can trust on TV and digital platforms."
- Armie Jarin Bennett, Executive Vice President / Managing Editor, CNN Philippines

"Creativity offers us the ability to reduce, the ability to get things down to the simplest possible form.
 Creativity demands simplicity. You cannot be creative unless you make things simple."
- David Guerrero of BBDO

"Digital is the only type of medium that allows you to react as fast as you get the message."
- Tonypet Sarmiento of Havas Media Ortega

The first "IMMAP DigiCon, The Power of X: Digital Multiplied", will be held on October 10-12, 2016 at the Philippine International Convention Center, Vicente Sotto Street, Cultural Center of the Philippines Complex, Pasay City. For more information and registration details, go to www.immap.com.ph or www.powerofx.ph. Also, visit Facebook page, www.facebook.com/immapPH/ and Twitter, @immapPH.

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

Be protected with Pokésurance

Yes, it exists! Players of the augmented reality game, Pokémon Go, can now be protected through an insurance called Pokésurance. It can cover personal, mobile phone, motorbike, and car accidents caused by the game. With the frequent accidents caused by Pokémon Go and the most recent news on its first fatality in Japan, Asia Insurance, a Thai financial brand, came up with the idea of protecting the gamers through an insurance called Pokésurance. It includes options for personal accident insurance - 30 baht (40.45php) for 30 days, mobile phone insurance - 99 baht (133.47php), motorbike insurance - 199 baht (268.29php), and car insurance for 499 baht (672.76php).

Asia Insurance is the first to offer this service to the mass which can be bought online.

The emergence of Pokémon Go has tempted many businesses to discover ways to be able to form partnerships with the said app. However, only few were successful in this endeavor like McDonald’s and Asia Insurance.

Russian bank answers problem of Pokémon Go-related accidents

Russia’s largest bank and life insurer, SbérBank, is offering free Pokémon Go-related accident coverage to gamers visiting PokéStops near its bank branches across the country. Following the frequent accidents caused by Pokémon Go since its emergence, the company felt obliged to do something about it. They don’t only protect the gamers from unforeseen incidents while playing; but, they also help them catch Pokémons. All PokéStops near SbérBank branches across Russia are equipped with special modules that attract Pokémons. In effect, the players will no longer have to roam around the city to catch ‘em all. However, the said modules are only active during the office hours of SbérBank.

For Pokémon players who would still prefer to walk around the city while searching for Pokémons, SbérBank offers a free accident insurance which they can activate by visiting sberbankgo.ru where they will be asked to enter their nickname and mobile phone number.

In their press release, IC SbérBank Life Insurance head Maxim Chernin stated “As the biggest life insurance company in Russia, we feel our responsibility for the participants of Pokémon Go, the game that gains immense popularity now. Considering the number of news from around the world about players being injured while catching Pokémon, we created a special product that will be free for the players. It is also important for us that the product will help to raise the financial literacy of the population: while playing, the younger generation will be able to get acquainted with such financial tool as insurance”.

Chernin also said that SberBank’s Poké-program has another goal as well. “It is also important for us that the product will help to raise the financial literacy of the population,” she says. “While playing, the younger generation will be able to get acquainted with such financial tool(s) as insurance.”

SbérBank Life is the only insurer to offer an official Pokémon Go related policy to date.