John Hegarty, Hegarty on Advertising, Turning Intelligence Into Magic

At the gunstart

One such example is St. Peter’s Life Run 2 (3k, 5k and 10K categories)  held last October 23 2011 simultaneous in Manila, Cebu and Davao. With over 5,000 participants nationwide the run gave way to many smiles and cheers in celebration of the company’s ideals of promoting a happy fulfilled healthy lifestyle. In addition, participants were encouraged to be in costume aligned with the season of Halloween.

Participant ala Chun Li running the course

In making sure that this endeavor was all about brand building as well as helping those in need, all run proceeds went towards 4,000 school bags for underprivileged children nationwide. The St. Peter Life Run was fully internally funded without any any outside sponsorships while keeping entry fees at the bare minimum and the highest prize winnings this year. It is best that others who plan to build their brands in a more personal basis should engage more on events keeping the potential customers and existing customers at the center of the action.

Not just for humans but for our four legged friends as well

Management wise, sponsorships are encouraged but kept at bay as not to dilute your brand including the hiring of competent sports organizers (in this case a running event) who is content on being the support rather than the star of the event. The bottom line is, the company brand must remain as the star rather than the support crew. Who else could speak the objectives, advocacy, and rationale more than the company brand that’s paying for the bill?

Brand Activation by St. Peter

Much kudos goes to the team and our new customers who not only enjoyed this event but also became loyalists , dedicated fans, supporters and walking billboards of the brand St. Peter. As opposed to the simple way of advertising, events engage the customer more experiencing a holistic approach in turning prospects to customers, or customers to loyalists.

Fun Characters at the St. Peter Life Run 2 Event

Participants taking home goodies bags held by interesting characters

Angry Birds

In memory of a brilliance and modern day genius

A few years ago, I was able to pick up a book on marketing called Buy-ology by Martin Lindstrom, a world-renowned marketer and neuromarketing researcher whose notable works include Brand Sense, Brand Building, Brand Child and more recently Brainwashed. Regarded as one of the leading authorities in this field and perhaps the only trusted name in Neuro-Marketing, Lindstrom graciously held a seminar here in the Philippines last September 8 2011 at the SM SMX Convention Center.

The following article highlights a few key points on marketing dynamics from Lindstrom and personal perspectives on the Filipino consumer I have gained through my field visits across the Philippines in the past month.

Perspectives, Filipino Consumer

According to Lindstrom people in general are irrational and have irrational behaviors that reflect on our buying habits.  We find signs all over the place beginning with top of mind favorites like Coke vs. Pepsi being an evident choice is taste test comparisons since the 1970’s. Irrational beliefs in society also dictate irrational behavior, such as knocking on wood, bad luck on the Friday the 13^th, and others. On the other hand, there are some who use the obvious rational behaviors in their deciding purchases such as costs constraints, quality and features that are top considerations.

Therefore, the premise of us marketers, entrepreneurs etc is to use emotions to equate and synergize irrational and rational behavior in addressing our immediate market. To add, Filipinos in general are difficult to figure out. For years, many foreign companies have tried their luck on establishing a successful base of business here but only a few do succeed. Aside from the economic factors that plague the Filipino market, understanding the local psyche of these foreign firms seems to the first order of business to reach the level of profit to make it worthwhile.

Gone in 1.4 seconds

Another as aspect of present day consumers is the very limited attention span. Studies show that the gate of opportunity is only 1.4 seconds for us to see digest and analyze a message. Moreover, as technology rises and demand for information increases our brains get bombarded on a daily basis. According to studies made by Lindstrom, that by the age of 65, the average American see’s 2million ads. What more in the Philippines at least 30min is sold for ad spaces, where the worldwide standard of for commercial ad space is 15min for a 60min program? Evidenced by this new data, Ad agencies cleverly uses simplicity and creativity to catch ones attention in a jungle full of ads and signages. A constant struggle between policy governed by legal jargon and brand jargon is ever present. Lenghty wordings, long taglines and slogans ruin the overall effect rather than enhance the clarity of message.

Delighting the Senses

I was very much entertained with Martin Lindstrom’s take on the use of senses and Brand Equity. He says that, most successful brands addresses most of the basic senses of the human being. For instance, a simple Coke bottle is quite recognizable for its shape and color whose figure resembles a sexy woman and clearly put, Martin cleverly ask is your Brand smashable? I never new that in the early 1900′s Coke patents its bottle shape from its curves and edges that even when the glass breaks it is easy recognizable.

Neuromarketing which Lindstrom is purposely promoting is about tapping all our senses and hitting the spot on emotions. For example when the rocky movie sound was played we immediately identified with the soundtrack. Same with jaws, star wars, Indiana Jones etc. Locally, Nescafe was the first to use the sound of rain drops as a background sound to connect with Filipinos since “rain” is part of our culture and society. Lindstrom used the sound of tapping rain on yero and not concrete for it’s ads several years ago when asked to consult for the instant coffee company.

The Somatic Marker.  

The word somatic actually means from within or the core. Often used in cell and genetic research.  In marketing, the Somatic Marker is an identifier that comes from innately or inside the company’s core. In advertising this is one of the most important ideas which goes beyond the tagline logo ad media etc. In simple execution this is something that is so interesting that the viewers sees delight, pleasure, displeasure, action, upon seeing depending on the message. Each marker must be part of the product, service or company’s true design. For instance, a red cup of coffee is always recognaizable to Nescafe, Macintosh’s simple design in aluminum unibody is connot be mistaken including the usage of command key as opposed to other cpu’s,  the unmistakable yellow color of the 2nd largest pizza chain in the Philippines Yellow Cab used in its logo and delivery Vespa vehicles is almost as power as the Brand itself.

The experience listening to Martin Lindstrom was more than delightful as this once in a lifetime affair was worth remembering and learning from. Far from reading his books compared to learning in person, i just only hope that more will come sooner than later.

If only more and more companies adhere to such programs with care for the environment, I think there would be a better place for our people in the future soon.

Is it just me but don’t you see the disconnect in this ad by Techno Marine? I fully quite understand the creativeness of the brand when it comes to ad execution and gimmickry but somehow this takes the cake. I even prefer the shark ad years back as it sends a cool message, but this? Does this mean a black eye for the Pacman? Or should Jinky keep an eye on him for his view towards hot women? Whatever the concept is, this could have been better. End of the day will this compel you to ditch your Victorinox watch that the superstar athlete used to endorse for this? Hmm…