A groundbreaking marketing tool to win new customers in times of crisis

MANILA, Philippines - Newspaper headlines and business stories in the television paint frightening scenarios: businesses are downsizing, employees are being retrenched, consumers are spending less, markets are heading into recession. This year may turn out to be the most destructive in terms of economic scale.  

If most businessmen or company owners are now afraid to invest or have a “wait-and-see” strategy, Mansmith & Fielders believes that this is the right time to reinvent your company and bring it to the next level of prosperity.

Mansmith and Fielders, Inc., the country’s leading consultancy firm that “helps your marketing and sales teams soar,” is on the forefront of creating a positive atmosphere for the Philippines with Josiah Go, the most awarded business educator in the country, introducing in the country for the first time “Market-Driving Strategies.”

“Market-Driving Strategies is the latest development in the marketing discipline,” said Go. “No less than the father of modern marketing, Philip Kotler (along with Prof. N. Kumar and L. Scheer) wrote about market-driving strategies as the fourth major type of marketing orientation after sales-driven, market-driven and customer-driven orientation. Unfortunately, most companies are still practicing their traditional ways, still trapped in their old paradigm of customer satisfaction, researching customer’s needs and brand health via UAI, and utilizing tools like price, sales promotion and advertising that are very tactical in nature. This is the right moment to change direction — a better direction.”

Instead of focusing on customers, firms must now add another dimension, which is to focus on marginal and non-customers, and this is where Market-Driving Strategies comes into the picture, as it expands the horizons of the firm’s marketing strategy on a strategic thinking level.  This revolutionary marketing tool will help marketers and entrepreneurs to weather the crisis and beat the odds.

“Tough times will surely go away but the people will still be there, whether staying in your company or in another industry,” said Chiqui Escareal-Go, president and CEO of Mansmith & Fielders. “Do not take leadership for granted. Different situations call for different leadership inputs.  To adopt the usual response of the 1997-1998 crisis may not work for this time.  Companies who want to simply focus and invest their resources in their most profitable segment and cost-cut may be in for a big surprise in the future,”

 “Market-Driving Strategies will help marketers, businessmen, sales people, etc., avoid surprises and problems in the future, and grab opportunities in today’s marketplace.”    

Market-Driving Strategies will be one of the main topics to be tackled in the “Marketing Breakthroughs” seminar, which will be held from March 24-25, 1:30 to 5:30 p.m., at the Crowne Plaza Hotel. Also organized by Mansmith & Fielders, Go will discuss the topic under the title: “From Market-Driven to Market-Driving:  Expanding Your Market When Your Customers Consume Less.”

“Marketing Breakthroughs” will also feature eight in-demand speakers in the field of marketing: Dr. Ned Roberto, vice chairman and Chief Insight adviser of Mansmith and Fielders will discuss “From Insighting to Foresighting: Aligning Vision and Research For A Game-Changing Future.”

Weena Pineda, chief brand strategist of Mansmith and Fielders, will reveal the range of advocacy marketing in “From Advertising to Advocacy: Connecting Brands Emotionally to its Audience in Good Times and Bad.”

Malu Dy Buncio, chief business development strategist of Mansmith and former general manager of Avon Cosmetics, former president director of Avon (Indonesia), will tackle “From Fright to Fight: Insights on Converting Your Organization into Fearless Warriors During Times of Crisis.”

Rowen Untivero, former country manager of Alcatel and partner and chief sales strategist of Mansmith and Fielders, will talk on “From Turn Down to Target:  Sales Force Effectiveness For Maximum Productivity.” 

Taking a closer look at new consumers, or “prosumers,” is Donald Lim, chief e-marketing strategist, Mansmith and Fielders, Inc. and president and CEO of yehey.com, in his talk “From Consumer to Prosumer:  Understanding The Evolved Consumer.”

Research says more than 70 percent of purchase decisions are made by shoppers at the point of purchase — your last opportunity point to communicate and convert shoppers to customers.  Learn how to effectively communicate with shoppers at the point of purchase, even on a shoestring budget, with Emilio Macasaet III, partner and chief distribution strategist of Mansmith, and former VP for sales and distribution of RFM, former national sales manager of L’Oreal, in his talk entitled “From Pull to Push: Converting Shoppers to Customers at the Point-of-Purchase.”

Last but not least, Chiqui Escareal-Go, president and chief service strategist, Mansmith, will cover the topic “From Silos to Solidarity:  Paradigm-Busting Service Delivery.”

For inquiries and registration, e-mail: info@mansmith.net, text 0918-811-6888, call 722-2318, 727-7142, 412-0034 or visit www.mansmith.net.