clprezguerrillamarketing plm
TRANSCRIPT
ETHICS IN MARKETING
TALKING POINTS BASED ON EXPERIENCES AND RELEVANT INFORMATION IN MARKETING FOR
2011
Ethics...
One day, I and my co-workers met
a Tok Neneng Vendor...
Ethics...
He was directly outside the office entrance selling food
without permission...
Ethics...
Since he pleaded with us, we decided to let him stay but only during morning and afternoon
break time...
Ethics...
We learned that selling this street food was his only
livelihood. He married early and had a family of seven kids to
feed...
Ethics...
We were particularly fond of Tok Neneng more than fish balls, the only alternative...
Ethics...
He sold Tok Neneng at Php 2 per piece (5 pcs. For Php 10)
Ethics...
At the end of the day, he only had enough money to buy the next day's products and some rice plus canned goods for his
wife and seven children.
Ethics...
He admitted to us that he did not finish his education and
found this line of work better than quick-cash actions like
snatching, stealing and swindling. These things he did
not stomach.
Ethics...
Being sorry for the man we decided to help him out by the
only way we knew how...
Ethics...
By marketing his services...
Ethics...
Unknown to the vendor, we “plotted”, learning his business.
Ethics...
We found out the key following: 1. He bought more oil than food
2. He bought all his ingredients fresh daily.
3. Preparing the food was a family affair.
4. He had running water at home.
5. By the way he organized his wares, we gathered he and his family were “masinop”.
6. He was selling lower than other vendors since he thought people will buy more.
7. He poped-in unannounced wherever he went.
Ethics...
One day during the break, we sat him down inside the office...
Ethics...
At first he thought of running away because something might have happened to one of the
employees but decided to stay anyway...
Ethics...
Reluctantly, he listened to what we had to say.
Ethics...
This what we told him: That he paste on the side of his cart a
piece of paper we printed and laminated for him and made sure that he complied with what was on that piece of paper for one month or else, he will not sell to us
anymore...
Ethics...
At this point we informed him all of us are taking a risk. He, complying with what was on the piece of paper and we,
letting him sell.
Ethics...
It was an arrangement that if went according to plan would benefit all of us, we by helping out and he by improving his
life.
Ethics...
He complied and after a month we saw that there were more
customers buying from his stall...
Ethics...
He complied and after a month we saw that all the brand's
labels of his ingredients were pealed off and stuck on a tiny
nail. The brands changed depending on supply
availability.
Ethics...
He complied and after a month more people bought Tok Neneng at 4 pieces each instead of 1 or 2 or 3.
Ethics...
He complied and after a month and a half, people bought
gulaman, siomai, squid balls and chicken balls.
Ethics...
He complied and after two months late comers found that his supply had run out and that
we saw him less daily.
Ethics...
He complied and after three months we only saw him every
morning...
Ethics...
He complied and after four months we no longer saw him...
Ethics...
That Christmas, we found another guy doing exactly what what we told the first one. The new guy said everything on the
“menu” was “FREE!”
Ethics...
We thought, What?! We never taught that before? What does
he want to do, go out of business after all the good
things he had done? Where did we go wrong?
Ethics...
Much to our relief and delight, the new guy said that it was a gift from our friend, as a thank you for our help. He was busy “visiting” a new area where he
starts first and then lets his friends take over for a cut of
their profits.
Ethics...
He thinks that it was his 20th area of opportunity...
Ethics...
That Christmas was a very interesting Christmas indeed.
Ethics...
The information we gave him that day on the laminated piece of paper read:
1. All items masarap! Fresh araw-araw!
2. Malinis, may tubig kami
3. Change oil daily
4. Tok Neneg, 4 for Php 10
5. Fish balls, Php 1 isa, 11 for Php 10
6. Gawa ng pamilya ko para sa inyo, hanapin lang ang kart na kulay blu
7. Pwede mag-iskedyul 8. May management approval
THE MARKETING BUSINESS
ANYONE WHO DOES ANYTHING FOR A PROFIT IS IN THE MARKETING BUSINESS
WHAT IS MARKETING?
IT IS EVERYTHING YOU DO TO PROMOTE A BUSINESS, IT IS A PROCESS OF CREATING A CIRCLE OF REPEAT AND REFERAL CUSTOMERS
COMPARATIVE ANALYSIS
ETHICAL MARKETING
INVESTMENT COMPRISING OF TIME, IMAGINATION AND KNOWLEDGE WITH CUSTOMER
BENEFITS IN MIND
VS. TRADITIONAL MARKETING
MONEY FIRST AS MAIN FORM OF INVESTMENT WITH WHAT TO TAKE FROM THE CUSTOMER IN
MIND
COMPARATIVE ANALYSIS
ETHICAL MARKETING
IDENTIFIES HONESTY IN THE MARKETING PROCESS
VS. TRADITIONAL MARKETING
MARKETING PROCESS SHROUDED IN MYSTERY
COMPARATIVE ANALYSIS
ETHICAL MARKETING
DESIGNED FOR SMALL BUSINESSES WITH TIGHT BUDGETS
VS. TRADITIONAL MARKETING
CUSTOM MADE FOR BIG COMPANIES WITH BIG BUDGETS
COMPARATIVE ANALYSIS
ETHICAL MARKETING
LONG TERM PROFITS MEASURE MORE THAN SHORT TERM SALES
VS. TRADITIONAL MARKETING
IMMEDIATE SALES MEASURING MORE THAN LONG TERM PROFITS
COMPARATIVE ANALYSIS
ETHICAL MARKETING
BASED ON JUDGEMENT, PSYCHOLOGY AND LAWS OF HUMAN BEHAVIOR
VS. TRADITIONAL MARKETING
BASED ON PURELY THE BOTTOM LINE
COMPARATIVE ANALYSIS
ETHICAL MARKETING
MAINTAINS FOCUS INSTEAD OF DIVERSITY
VS. TRADITIONAL MARKETING
EXPAND, DIVERSIFY, CHANGE FOCUS REGULARLY
COMPARATIVE ANALYSIS
ETHICAL MARKETING
ENLARGE CUSTOMER BASE, SET MORE TRANSACTIONS ANNUALLY, TAP OWN CUSTOMER'S REFERALS AND ADD CUSTOMERS ONE AT A TIME
VS. TRADITIONAL MARKETING
GROW BUSINESS ONE CUSTOMER AT A TIME
COMPARATIVE ANALYSIS
ETHICAL MARKETING
MARKETERS FOLLOW UP AFTER THE SALE WAS MADE
VS. TRADITIONAL MARKETING
CUSTOMER INTERACTION USUALLY ENDS WITH THE SALE
COMPARATIVE ANALYSIS
ETHICAL MARKETING
LOOK FOR OTHERS TO COOPERATE WITH
VS. TRADITIONAL MARKETING
LOOK FOR OTHERS TO OVERCOME
COMPARATIVE ANALYSIS
ETHICAL MARKETING
“YOU” THE CUSTOMER, FIRST ON MARKETER'S MIND
VS. TRADITIONAL MARKETING
“I” THE BUSINESS FIRST BEFORE THE CUSTOMER
COMPARATIVE ANALYSIS
ETHICAL MARKETING
CONSIDERS WHAT THE MARKETER CAN GIVE BEFORE ASKING WHAT THE MARKETER CAN PROFIT FROM
VS. TRADITIONAL MARKETING
WHAT THE MARKETER CAN TAKE FROM THE CUSTOMER
COMPARATIVE ANALYSIS
ETHICAL MARKETING
MARKETING COMBINATIONS WORK!
VS. TRADITIONAL MARKETING
SINGLE ADVERTISING MEDIUM WORKS!
COMPARATIVE ANALYSIS
ETHICAL MARKETING
NURTURE CUSTOMER RELATIONSHIPS
VS. TRADITIONAL MARKETING
PURE BUSINESS RELATIONSHIP
COMPARATIVE ANALYSIS
ETHICAL MARKETING
EMBRACE TECHNOLOGY
VS. TRADITIONAL MARKETING
SHY AWAY FROM TECHNOLOGY
COMPARATIVE ANALYSIS
ETHICAL MARKETING
FIT INTO CUSTOMER SHOES TO GROW
VS. TRADITIONAL MARKETING
GETS BIG TO STAY BIG
COMPARATIVE ANALYSIS
ETHICAL MARKETING
HAS AN OBLIGATION TO SHOW RESPECT AND KNOWS EVERY DETAIL MATTERS TO CUSTOMERS
VS. TRADITIONAL MARKETING
EVERY SALE FROM THE CUSTOMER MATTERS
COMPARATIVE ANALYSIS
ETHICAL MARKETING
FIRST GAIN A PERSON'S CONSENT THROUGH INFORMATION
VS. TRADITIONAL MARKETING
IN YOUR FACE STRAIGHT SELL
COMPARATIVE ANALYSIS
ETHICAL MARKETING
CHRISHES DIALOGUE
VS. TRADITIONAL MARKETING
PREFER A MONOLOGUE
COMPARATIVE ANALYSIS
ETHICAL MARKETING
IDENTIFIES MANY MARKETING TOOLS
VS. TRADITIONAL MARKETING
KNOWS ONLY A FEW MASS-MEDIA
What is a link?
It is the state of being connected.
It is the means of connection between things linked in series.