Some people have been in the Philippines for a couple of months or years, and they think they’ve got the country figured out well enough to think that it’s a good idea to venture in the Pinoy boonies with a back-pack full of positivism.
Perhaps the vein of the idea of “highlighting excellence” lies wedged in the stock-pile of junked or aborted promotional campaigns for the country that could have worked IF ONLY the rest of the country just cooperated with the sales pitch.
Of course, you have to highlight the good or the excellent when you’re narrowly focused on just marketing the country or some aspects of it to unsuspecting (naive) foreigners. Â Or selling some manner of training course on marketing.
Marketing IS all about highlighting excellence, because, otherwise, highlighting the mediocre or the downright awful won’t make you a successful marketer.
That’s a no-brainer, really. Â In fact, it’s one of the first things you’ll come across in ANY book on marketing.
Having read pretty much every single marketing book there was during college (not that my reading was THAT extensive) and having read a couple of marketing books touted to be THE best seller these days, I can pretty much say that there’s no really new way to market something.
Even “social media marketing” isn’t ‘new’ as far as marketing is concerned. Â (Hah!Â “New.” Â If there is any word that has been deceptively employed more times than any one can remember, it’s the word “New”.)
First of all, marketing IS a SOCIAL behavior. Â Secondly, MEDIA is something we’ve had since the time of the first petroglyphs or maybe even before that. Â Har har har!
What stupid idiot enrolls in a social media marketing seminar workshop to learn about marketing?
If you really want to learn about “how to market using social media”, make sure that you are thoroughly grounded on marketing theories FIRST and get some marketing experience too. Â Get the whole kaboodle of marketing knowledge and don’t short change yourself Â into buying a one-trick pony.
Social Media is JUST another form of marketingÂ communications and if you don’t know enough about marketing, you won’t be able to use this marketing communication tool effectively.
The thing is, if you asked a Social Media Marketer what ROI (Return On Investment) you should expect, the answer won’t be straight forward at all. Â So, people taking up Social Media Marketing seminars should probably ditch the question and just fork over their money calmly because that is essentially what you’re going to do. Â People who jump into the latest bandwagon marketing hucksterism really deserve to have their money taken from them.
If you want to learn about marketing through Social Media, it’s no mystery at all and you can get it DIRECTLY from the social media sites, check out thisÂ link to a page on FacebookÂ and this link for Twitter.Â It’s ALL THERE and for the moment, forget about the so-called magic of “social media influencers” until you get an understanding of basic theories that govern social behavior.
If you want to learn about Word Of Mouth Marketing, try taking up “salesmanship” first and take a job as a salesman with a good mentor.
The bad thing is, really, the hucksters manage to get government agencies to hire them and it does well to heed the lesson from the fiasco that was “It’s More Fun In The Philippines” Campaign:
The presumption of some â€œconsultantsâ€ to apply their quack â€œexpertiseâ€ to engineer a â€œsocial mediaâ€ campaign finds another victim in the Department of Tourism. Itâ€™s no different from the way the new new â€œonline journalistâ€ clique Rappler.com foisted upon a bemused Net community the notion that they are a â€œsocial news networkâ€ without clarifying precisely what the phrase actually means.
Perhaps the architects of the next brainwave of a campaign that hopes to involve â€œsocial mediaâ€ should instead hire a barkada of 17-year-olds looking to make some summer holiday money. Their fees are likely to be more reasonable than that of old farts that write â€œ35 years of experience in advertisingâ€ on their resume.
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