Companies often think offering massive discounts, like 50% off or more, is a smart way to attract customers. It might bring in a lot of sales initially, but let’s take a closer look. The people it draws in the most are bargain hunters – those who love a good deal but might not stick around to buy at regular prices. […]
Search Results for: Promotion
Market leader Cebu Pacific Air is not only known for having low fare services, but also very agile with their marketing communications and sales promotions. VP Marketing Candice Alabanza-Iyog selflessly shares her insights on how they do a campaign internally. Q1: When Leonardo de Caprio won his first Oscar, Cebu Pacific Air immediately launched a promo free trip to Guam […]
When Cirque du Soleil reimagined the circus in the 1980s, they didn’t just tweak an old show, they executed a classic Blue Ocean shift. They eliminated live animals, which accounted for roughly 60% of traditional circus operating costs and carried massive transportation, housing, and veterinary burdens. They did not simply pocket those savings as passive margin; they reinvested them into […]
When business leaders discuss strategic risk, they usually focus on what is new: the startup investment, cross-border acquisition, digital transformation, or multi-billion-peso capital proposal. They ask probing questions because the future is unproven. But what about the core business that is already making money? It has paying customers, steady revenues, a long track record, and a management team that knows […]
When economic conditions shift, customer buying habits change, and input costs rise, corporate leadership teams often find themselves at cross-purposes. Finance demands immediate cost discipline. Marketing and Commercial teams fight to protect brand equity, customer acquisition budgets, and promotional spend. Meanwhile, executive leadership struggles to balance short-term cash flow with long-term market position. The common, knee-jerk reaction/ launching across-the-board 15% […]
Too many entrepreneurs treat networking, marketing, or content as magic fixes. We join clubs, attend meetups, post daily, hustle hard. But no matter how busy you seem, if your business model is flawed, nothing sticks. I’ve learned this after mentoring thousands of entrepreneurs and guiding teams at Mansmith & Fielders. Let me show you why so many fail despite the […]
Are Customers Returning Because They Choose You, or Because They Have Not Found a Reason to Leave? A few times each month, I return to the same beef noodle shop in Opus. It is only a kilometer from my home, making it convenient. Sometimes my wife, Chiqui, joins me, and we share a simple meal for less than ₱1,000. I […]
Most marketing plans look impressive on paper. They contain polished slide decks, ambitious revenue projections, detailed media strategies, and highly creative campaign concepts. Yet in a volatile marketplace, plans often because leadership overlooked a hidden strategic fault line. When an organization experiences declining revenue, weakening customer loyalty, inefficient sales operations, or erosion of brand trust, the visible problem is often […]
The biggest strategic risk isn’t having no marketing plan. It’s executing a polished plan built on untested assumptions. During annual planning, executive teams routinely default to copy-pasting the past: last year’s sales become the new baseline, legacy customers retain top priority, and yesterday’s winning products receive automatic budget renewals. Except the market refuses to remain frozen in time. Consumers shift […]
Many corporate executives talk about culture, but very few can seamlessly connect deep organizational values with hard, marketing strategy. Unilab President and CEO Sebastian “Backy” Baquiran belongs to that rare breed. In fact, Backy achieved a historic milestone in the Philippine business community by becoming a rare two-time Mansmith awardee. What makes his trajectory fascinating is the order of his […]