Matt Pardinas won the Mansmith Young Market Masters
Award (YMMA) in 2014 when he was the head of marketing and sales of
Rags2Riches, a for-profit social enterprise. He decided to join marketing
training firm Mansmith and Fielders, Inc. in 2017 as Project Chair of the
Mansmith Young Market Masters Awards (YMMA), the first YMMA winner to head the
project, and Vice President of White Space Club, a networking club of
millennials. He shares his experience in advocacy marketing.
Q1: What got you involved in marketing various advocacies?
A: The desire to do something good, something more, started when I
learned in grade school about how St. Aloysius Gonzaga believed that he was
born for greater things; and I thought I want to believe the same and do great
things – things that can change a society. That belief started my journey in
marketing various advocacies; when I was approached about joining a relatively
new social enterprise back in 2009, I could not turn it down! I started with
Rags2Riches as its Marketing and Sales Manager in July of that same year, when
the company was just one year old.
The inclination to contribute to our country’s social and sustainable
development then extended to my group, the Young Southeast Asian Leaders
Initiative (YSEALI) program under the US Department of State.
Q2: How is marketing an advocacy different or similar to marketing a product or service?
A: When I came on board Rags2Riches in 2009, I was tasked with the challenge
to create a holistic sales and marketing strategy that would grow the business
and improve its sustainability. Since the idea of bridging for-profit business
with a social mission was still a relatively new concept at the time, I decided
to integrate various departmental strategies and activities into a single
framework anchored on advocacy marketing.
While the elements of our strategy are similar to how a marketer would
market a product or service, we focused on the story of Rags2Riches and its artisans.
We shared more of: 1) Who we are, 2) What we do, and 3) Why we do things versus
1) What products/services will be offered, 2) Who will be our target customers
and at what price will these customers avail of our products or services, and
3) How will the products reach the market.
By focusing on sharing our story, we were able to build a strong
community of advocates more than buyers.
Q3: Are there any prerequisites marketers must know (or have) in running an advocacy?
A: In general, like in any organization, you need to have a clearly
defined path and plan of action. This means that you have a good sense and
honest assessment of: 1) Where you are, 2) Where you want to go, 3) What you
want to do (continue, improve or stop) and at what price, 4) How you plan to
achieve your goals, 5) Who you want to go with, and 6) Why you want to do it.
Additionally, in running an advocacy-based enterprise, I learned from
and with Rags2Riches to believe in and uphold: 1) Collaborative and conscious
design, 2) Empowering and inclusive progress, 3) Conscientious commerce, 4)
Pagbabahagi ng Sarili (To Share One’s Self).
Q4: Mansmith is an educational advocacy recognizing young marketers and entrepreneurs through their annual Young Market Masters Awards (YMMA). Can you share with us what motivated you to join the YMMA search, and how the YMMA can help influence standards of excellence in the marketing industry?
A: I saw the Mansmith Young Market Masters Awards as a platform that
magnifies and highlights the best practices of young Filipino marketers from
different industries. And I wanted to take part in this much-coveted award and
join a select cohort of outstanding, leading marketing and sales practitioners,
Back then, I believe that at that point in my professional career,
beyond recognitions, the YMMA offered both a sharing and learning platform
where knowledge of systems, business models, industry trends and innovations,
and consumer behavior in the field of marketing, sales and entrepreneurship
convene in one place to be shared, maybe critiqued and improved in an aim to
bring about greater and lasting change in our respective industries and
And every year, the YMMA through the rich sharing of its awardees and
founders challenges any existing standard of how we do marketing; only setting
the bar higher with new and fresh insights every time.
Q5: White Space Club is a networking club of people from diverse backgrounds coming together to learn from each other, and to build networks of support and ideation. It is now focusing on the millennials. Why is networking most important for this segment?
A: I always thought that if I do not have a good net worth, at least I
should have a good network.
Part of my YMMA acceptance speech included:
“And the best form of gratitude is the one that comes with a humble
acceptance that our successes did not happen because we had the monopoly of
knowledge, skills, and talents; but because we live in a community that shared
our own dreams.”
And this is the reason why networking is important and maybe not just
for my age group or generation. No one has done it alone, we all need good
people and mentors in our network who’ll dream with us and make things happen.
And in White Space Club, we do networking differently. We host
customized networking that sometimes feature activities or topics like
Cultivate Your Passion by Malu Dy Buncio, Calligraphy: Turning Passion into
Business by Home School Mom PH’s Milona Mier-Barraca, Building Purpose-driven
Connections: The Art of Getting to Know by Riva “River” Galveztan, and
Millennials Meetup with Josiah Go among others.
Record-breaking, bestselling author Josiah Go is the Chairman of Mansmith and Fielders, Inc. (the leading marketing and sales training company in the Philippines), and Chairman of Waters Philippines (the market leader in the direct selling of premium home water purifiers in the Philippines). He is Chairman / Vice Chairman / Director of over a dozen companies.
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Get a copy of Josiah Go’s latest book, “The Mavericks: How 35 Marketing Rockstars Think, Strategize, and Execute” at National Book Stores nationwide
Record Breaking in Launch Sales. Available at National Book Store