The Marketing Mentor

21Jun 2019 by Josiah Go No Comments

10 Things a Magician Taught Me About Presentation

Articles

My wife and I visit Sydney annually the last few years. One of the places we have visited was the Australian Museum of Magical Arts headed by a Greek named James Karp. The museum is located along Riley street, two blocks away from the bigger Australian Museum. The Australian Museum of Magical Arts has a small frontage, inside is a 50-seater theater restaurant where magic shows are held every weekend. I wish every museum offers option to watch an interactive show instead of their usual personalized tour. I dreamed of performing as a magician when I was young and enjoyed both the tour on a friday and returned for the dinner show the next night. I picked up 10 lessons from magician James and asked permission if I can write…

12Jun 2019 by Josiah Go No Comments

10 Marketing Strategies of a Smart Taho Vendor

Articles

Jun took over his father’s job as a taho vendor twenty years ago when his father became too weak to carry the 25-kilo, twin aluminum buckets of taho (silken tofu), sago pearls and syrup. As a second generation micro-entrepreneur, he typically wakes up at 3 AM every day, prepares the taho with his supplier, then takes a public jeepney ride from his Cubao base to an upscale subdivision about three kilometers away. In this upscale subdivision of over 400 or so residential houses, he sells an average of P1,500 a day with a 40% margin grossing him P600 daily income for a sold out 25-kilogram inventory. He sells a combined average of 50 big cups of taho at P20 each, and 50 small cups at P10 each. His taho would…

07Jun 2019 by Josiah Go No Comments

Q&A with Rebisco’s Head of Marketing Operations and Capabilities Juan Paolo Gonzales on Marketing Analytics

interviews, Q&A

Juan Paolo Gonzales is the AVP Marketing Operations and Capabilities of Rebisco. He was formerly a Marketing Manager of Colgate-Palmolive and was based in Thailand. He launched Del Monte Fit n Right in the Philippines. He won the Mansmith Young Market Masters Awards in 2008. He teaches Marketing Analytics at the University of Asia and the Pacific. Paolo will share more marketing tips during the Mansmith Brand Summit on July 9, 2019 in Rcbc Theater, Makati. Q1: What analytics questions should marketers ask to make smarter decisions? A1: There's a lot. For this purpose, allow me to identify some which I think are fundamental and yet are often ignored. The first one is, "What is the size of the prize?" In our aim to move fast, we go straight to implementing an…

31May 2019 by Josiah Go No Comments

Q&A with Wellmade Manufacturing Managing Director Joseph Cruel on New Product Development

interviews, Q&A

Joseph “Chay” Cruel is the Managing Director of Wellmade Manufacturing, makers of Speed detergents, Speed Power Duo, Sulit, and Budget detergent bars, Winrox bleach, and Select Soy sauce and vinegar . He was formerly Vice President of Business Development and International Business of Asia Brewery, Inc. (ABI). Prior to this, he launched C2 Cool & Clean, the first RTD tea entrant in the market, in his capacity as Senior Product Manager of Universal Robina Corporation (URC) where he won the  Mansmith Young Market Masters Awards in 2006. He talks about new product  development in this interview and will share more marketing tips in the 1st Mansmith Brand Summit on July 9, 2019 in RCBC Theater, Makati.  Q1: How can marketers identify opportunities in their product development process? A1: It will…

24May 2019 by Josiah Go No Comments

12 Marketing Lessons from the 2019 Senate Elections

Articles

There are lessons once again to process at the conclusion of the May 13, 2019 elections for senators and local officials. While there were interesting changes and surprises at the local level which saw the fall of some of the mightiest political dynasties, the national level was a different but maybe not so surprising story all together. None from Otso Diretso, a Liberal Party-dominated coalition, made it as senators -- not even former senators Mar Roxas and Bam Aquino, both having high awareness levels of 99% and 95% respectively (source: Pulse Asia). What might be an explanation to this? This article will be limited to the marketing aspect of the Otso Diretso campaign and will not dwell on other aspects of this elections, such as the 7-hour computer server glitch, and…

11May 2019 by Josiah Go No Comments

Q&A with URC VP-Sales Oscar Villamora, Jr. on Sales Transformation

interviews, Q&A

I had an insightful conversation with Oscar Villamora, Jr., who was appointed as the Vice President for Sales of the Universal Robina Corporation (URC) in May 2018. Oscar was recognized as a Mansmith Young Market Master Awardee for Customer Development in 2010 when he was still a National Sales Manager for a multi-national firm. Even then, he had his sights clearly set on the long-term business health of the organization while balancing out the short-term results. He is passionate on developing the leadership pipeline and ensuring business is done with correct values and principles. Today, Oscar shares with us how to align for sales transformation. He will share more sales leadership tips during the Mansmith Sales Leadership Summit on July 4, 2019 in Rcbc Theater, Makati. Q1: What do you…

10May 2019 by Josiah Go No Comments

Q&A with Mansmith YMMA Head Matt Pardiñas on Advocacy Marketing

interviews, Q&A

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 –…

04May 2019 by Josiah Go No Comments

The Mavericks vs. The Avengers and Game of Thrones

Articles

“Want to feel inspired after the emotionally draining “The Avengers Endgame” and “Game of Thrones S8E3”? The solution may be attending the book launch of “The Mavericks: How 35 Marketing Rockstars Think, Strategize and Execute.” This was how my Facebook post read to invite people to attend the launch of my 18th book. 16 marketing mavericks joined me to share marketing tips and help co-sign “The Mavericks” book featuring 35 award-winning marketing rockstars. They did not mind sharing the spotlight with their competitors so big thanks to Unilever (Dorothy Dee-Ching and Ann Esteves) and P&G (Lester Estrada), Jollibee (Francis Flores) and McDonald’s (Kring Lao), Cignal TV (Jane Basas) and Turner Broadcasting (Jia Salindong-Du), as well as Max’s (Iceal Peñalosa), Dentsu Aegis (Donald Lim) and Katapult Digital (Albet Buddahim), Nestle (Kakam Gabunada), Francorp (Chris Lim), Happy Skin (Jacqe Yuengtian-Gutierrez), Mansmith and Fielders (Matt Pardinas), Bibingkinitan (Rich Sanz) and Viviamo (Dar Ty-Nilo). I am grateful for the support of these marketing rockstars.…

03May 2019 by Josiah Go No Comments

Q&A with Carmen’s Best President Paco Magsaysay on Assembling the Marketing Mix

interviews, Q&A

Carmen’s Best is a well-loved, high quality, premium-priced ice cream in the Philippines. CEO Paco Magsaysay, who received the Agora Awards for Entrepreneurship in 2018, shares with us how he packaged the marketing mix of Carmen’s Best to come up with a product that boasts an eager and loyal following. Q1: What made you launch another ice cream brand in the Philippines? A1: My father, former Senator Ramon Magsaysay, Jr. and some of his friends decided to put up a dairy farm in 2007. This came about as the Philippines imports 99.6% of its dairy needs, and they saw prime business opportunity. The group’s intention was to sell fresh milk in the local market. In 2008, my father asked us to come in and help sell the fresh milk, of which…

27Apr 2019 by Josiah Go 1 Comment

AirBnB, Math and Innovation

Articles

Josiah Go’s Commencement Speech at Chiang Kai Shek College April 27, 2019 Dr. Dory Poa, members of the board of trustees, members of the alumni association, members of the academic community, parents, graduates, ladies and gentlemen, good morning! I am honored to be invited as your speaker for your college graduation. I studied in this school for 7 years, from 1971 to 1978. I must admit I was as a C student but because of focus and God’s grace, I found my calling and became passionate about what I do – as an author, an educator, a consultant, a blogger, a regular newspaper contributor, a businessman, and an advocacy supporter. In the time allotted to me today, and typical of my marketing, innovation or entrepreneurship seminars, I would like to…