Friday, June 12, 2015

Fifty Shades of Marketing - Know Your Shade and Take Control

One thing that I clearly remember in my Marketing subject back in college is the 4 P's of Marketing. See, my seatmate back then was basketball superstar James Yap, and we would often chat. But I very well know that Marketing is indeed very essential and important. There are some good products, services or brands that failed because of the neglect of, or wrong decisions in, the marketing aspect.

But now, times are different. Paradigm shift, as what they call it. Take for instance in Youtube or Instagram, see how casual looking some posts from regular people  (I mean non-celebrities) are, and yet they were able to garner more "likes" than well-funded or well-orchestrated ones from big companies. Digital age is progressing rapidly and it's very exciting. And to be able to succeed one must be able to adapt to change. Marketing is evolving too.

Panelists, from left to right:  Donald Patrick L. Lim, CPM- Overall Chairman, AMLS/ 2005 PMA President, Chief Digital Officer, ABS-CBN;  Yayu E. Javier, CPM- Adviser, AMLS/ 2014 PMA President, President, Avanza, Inc.;  Arlene P. Padua, CPM- Executive Vice President, PMA/ Induction Director, AMLS, President/Managing Director, Post10 Worldwide, Inc.; Henry S. Tenedero, CPM- President, PMA, President, Education For All Development Center; (not in picture- Gwenn Albarracin, CPM- Adviser, AMLS/ 2012 PMA President, President, Center for Pop Music Philippines)

Panelists, from left to right: 
Donald Patrick L. Lim, CPM- Overall Chairman, AMLS/ 2005 PMA President, Chief Digital Officer, ABS-CBN; 
Yayu E. Javier, CPM- Adviser, AMLS/ 2014 PMA President, President, Avanza, Inc.; 
Arlene P. Padua, CPM- Executive Vice President, PMA/ Induction Director, AMLS, President/Managing Director, Post10 Worldwide, Inc.;
Henry S. Tenedero, CPM- President, PMA, President, Education For All Development Center;
(not in picture- Gwenn Albarracin, CPM- Adviser, AMLS/ 2012 PMA President, President, Center for Pop Music Philippines)

June 11, 2015 was the media briefing of the Philippine Marketing Association's Fifty Shades of Marketing held in Hotel Sofitel Philippine Plaza Manila, CCP Complex, Roxas Boulevard, Pasay City. I must say that yesterday's presscon was only about an hour but it certainly made a big impact and I was able to learn many practical and valuable information! Yes, you have to register to know the secrets of the masters ;)

The Philippine Marketing Association was founded on January 27, 1954. On its 61th year, it is the premier marketing association in the country and the only one recognized in the Asian Marketing Congress.

 Mr. Tenedero and the 2015 PMA Theme Logo; and posters from some of the past conference.

The Philippine Marketing Association was founded on January 27, 1954 , pma when founded,


When Mr. Lim started with the overview of "50 Shades of Marketing", he mentioned Permanent White Water, described as thus:

permanent white water, peter vaill, marketing, 50 shades of marketing,


The goal of every marketer is to control the market, to make consumers believe a brand's promise and behave favorably. But according to marketing guru Mr. Donald Lim, to gain control, brands must first learn to submit. "Marketing is always about brands being dominant and consumers submitting. But in reality, every brand has to submit first because the submissive is the one who is in control. "

He even cites Facebook as an example. (I myself do not hesitate to comment or post to page my complaints in companies' FB pages, as the customer is always right.) Brands want to engage customers but some are afraid of setting up an FB page because of fear in getting bad feedback or comments. This should not be the case. He explains, "Creating a channel for interactive engagement with the market is an example of submitting to them. When you start submitting to your market, you will learn how to manage. Eventually, you will realize that you become the dominant."

Here are just the first 30 speakers (but there will be a total of 50 to watch out for) from government, showbiz, branding, digital, who will be talking about their marketing shade- how they solved their marketing problems and what makes their solutions different. Unlock your marketing genius!

Sen. Francisco Chiz Escudero will deliver the keynote during the Plenary Session while Francis Kong (one of my favorite inspirational speakers, I attended his talks a few times already) wil clos the plenary. Day 2, ABS-CBN CEO Charo Santos Concio will open the session while an ABS-CBN Aquino & ABunda Special with celebrity guests and their managers will eb the closing plenary.


Participants could choose from different tracks like Branding, PR and Media.

Day 1, Sen. Francisco Chiz Escudero will deliver the keynote during the Plenary Session while Francis Kong (one of my favorite inspirational speakers, I've attended his talks a few times already) will close the plenary. Day 2, ABS-CBN CEO Charo Santos-Concio will open the session while an ABS-CBN Aquino & Abunda Special with celebrity guests and their managers will be the closing plenary.

Why the similarity with the bestselling-albeit controversial-book turned movie, Fifty Shades of Grey? Because of its parallelism with marketing, the dominant and submissive roles. And the 50 shades in this case, connotes the 50 marketing practitioners showing their expertise, their own shade of creativity and innovation. There will also be raffles and a chance to win a brand new red car (yes, still in keeping with the book when Christian gave Anastasia one).


ifty shades of marketing speakers, fifty shades of marketing rates, fifty shades of marketing venue,


Philippine Marketing Association's Fifty Shades of Marketing, The Asian Marketing Leadership Summit will be held  on July 8 and 9, 2015 at the Sofitel Tent. AMLS is the new brand of the annual marketing conference that PMA stages. Unlike the previous conferences, this year's is much more of a gathering of marketing leaders, a summit where there will be more discussions and interactions, taking inspiration from the Digicon.


50 shades of marketing, sofitel, philippine marketing association,officers, AMLS,


For inquiries and registration, visit www.50shadesofmarketing.com.ph
The Philippine Marketing Association holds office in Suite 1006-A 10/F West Tower, Philippine Stock Exchange Centre, Exchange Road, Ortigas Center, Pasig City, Philippines
Call 638-7700, 636-1451, 634-5722
You may follow their Social Media
https://www.facebook.com/thePhilippinemarketing
https://twitter.com/philmarketing
https://instagram.com/philippinemarketing


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