Ateneo Professor on Entrepreneurship
Rizal Philippines
September 28, 2019
David Ogilvy the father of modern advertising espouses long copy and thats where his firm is well known for. In advertising agency, the copy writer was the king. Indeed, the copy writer must look for one great feature/benefit of the product and pound on this and this what sells the product. Ogilvy prescribes to praise the product to high heavens even if means writing a two full page newspaper.
But times have changed. You need to catch the attention of the reader in about 2 seconds as you scroll the Smartphone. That is the only time allowed for you. (So even web links or news posts, videos are limited to only two minutes read or play)
The AIDA cans can only be 4 lines
Attention/Arousal - Greek yogurt can increase your life span by as much as 10 years
Interest: 4 out of 5 Greek yogurt is taken by Hollywood stars
Desire: get 5 + 1 free now for only P250.00/ bottle of 5 and offer is until October 15 only
Action: PM, text or call us now: 0915, 456 7910
This call for focus and hard thinking to create an ad that works.
Strive to to make every post count.... You cant just post anything at FB. Dont weaken your positioning by posting useless items, or those that demean your product and organization. Post only those that are related to mission and vision. and those that promote your competitive advantage
Saturday, September 28, 2019
The new big advertising platform is Facebook
Ateneo Professor on Entrepreneurship
Rizal Philippines
September 29, 2019
The old paradigm model for digital marketing has been blogs, webinars, videos SEO and other stuff.
I am reading old digital marketing books written circa 2000 and after hearing and seeing many posts, now think they are obsolete
I seldom blog. Very few people read the blogs. But thousands read FB pages posts especially if you share them with groups (and there are increasing number of groups) And many likes are organic. Many pm end up in sales.... I could be very rich now in one months time just by number of inquiries at the FB page manager
The main tasks for a business are:
1. Discover and create the value it must offer to a Primary Target Market
2. Communicate this value by ads, promotion, sales people, POS etc,
3. Leveraging the communication process
While the basics of sales process has not changed ie like AIDA, being unique, having Main (Unique Value Proposition) that of building trust, and being courteous, many of the sales procedure can be leveraged and automated:
1. The best medium to draw in awareness is via smartphone and using FB, FB has 2 Billion monthy
users beating Google due to simplicity of posting, making comments, sharing, creating groups
posting instantly pictures from a picture phone. It has become the biggest marketing platform.
2. You can get many head count not from newspapers (which is nearly extinct) from TV (which can
be zapped by remote and even billboards. Everybody is glued to his smartphone
3. You can do more of inbound marketing, ie drawing attention to your site, or FB pages instead of
doing outbound, doing tedious leafletting or prospecting, You can get past Secretaries, HoA leaders
ship and SG using FB posts.
4. You can have a set of staff who create awareness on FB, and another set of closers.
5. Many people are into business, from home, and are into entrepreneurship very easily because of FB
You cant ignore the effect of FB. I used to be against this in the office or at graduate school. Formality
through Gmail.
But how do your staff communicate with one another via FB, via messenger. It is very easy to open an FB account and send pictures and attachment. FB is the new medium. All others have become passe if
not obsolete
Rizal Philippines
September 29, 2019
The old paradigm model for digital marketing has been blogs, webinars, videos SEO and other stuff.
I am reading old digital marketing books written circa 2000 and after hearing and seeing many posts, now think they are obsolete
I seldom blog. Very few people read the blogs. But thousands read FB pages posts especially if you share them with groups (and there are increasing number of groups) And many likes are organic. Many pm end up in sales.... I could be very rich now in one months time just by number of inquiries at the FB page manager
The main tasks for a business are:
1. Discover and create the value it must offer to a Primary Target Market
2. Communicate this value by ads, promotion, sales people, POS etc,
3. Leveraging the communication process
While the basics of sales process has not changed ie like AIDA, being unique, having Main (Unique Value Proposition) that of building trust, and being courteous, many of the sales procedure can be leveraged and automated:
1. The best medium to draw in awareness is via smartphone and using FB, FB has 2 Billion monthy
users beating Google due to simplicity of posting, making comments, sharing, creating groups
posting instantly pictures from a picture phone. It has become the biggest marketing platform.
2. You can get many head count not from newspapers (which is nearly extinct) from TV (which can
be zapped by remote and even billboards. Everybody is glued to his smartphone
3. You can do more of inbound marketing, ie drawing attention to your site, or FB pages instead of
doing outbound, doing tedious leafletting or prospecting, You can get past Secretaries, HoA leaders
ship and SG using FB posts.
4. You can have a set of staff who create awareness on FB, and another set of closers.
5. Many people are into business, from home, and are into entrepreneurship very easily because of FB
You cant ignore the effect of FB. I used to be against this in the office or at graduate school. Formality
through Gmail.
But how do your staff communicate with one another via FB, via messenger. It is very easy to open an FB account and send pictures and attachment. FB is the new medium. All others have become passe if
not obsolete
On being a good citizen and good businessman
Ateneo Professor on Entrepreneurship
Rizal Philippines
September 28, 2019
I met again a former staff who is now a multi millionaire. He claims his receivable is up to P200 m. He purchased 6 houses and top of the line vehicles. He said he used to be a lecturer on real estate development. He does brokerage and his own land development (or land selling by subdividing)
His MO for land development has been to buy cheap land, subdivide them 9 x 9 to get away from the subdivision laws, sell on the basis of plans, (do they conform to the 70 -30% ratio, sell the lots undeveloped. But promises to develop the same. What do you think of his MO?
We did this only once. AGSB teaches us to be ethical and a good citizen Subsequently, all our projects followed the law and legal practices in real estate
Rizal Philippines
September 28, 2019
I met again a former staff who is now a multi millionaire. He claims his receivable is up to P200 m. He purchased 6 houses and top of the line vehicles. He said he used to be a lecturer on real estate development. He does brokerage and his own land development (or land selling by subdividing)
His MO for land development has been to buy cheap land, subdivide them 9 x 9 to get away from the subdivision laws, sell on the basis of plans, (do they conform to the 70 -30% ratio, sell the lots undeveloped. But promises to develop the same. What do you think of his MO?
We did this only once. AGSB teaches us to be ethical and a good citizen Subsequently, all our projects followed the law and legal practices in real estate
Friday, August 9, 2019
Opportunity in a foreclosed memorial park project in the North
Ateneo Professor on Entrepreneurship
Rizal Philippines
August 9, 2019
Cute magandang memorial park to be lost in a foreclosure
Heavenly with clouds in the background
Yesterday was double 8, an august day for fortune and luck...
Not all bad happenings can be bad for someone, it can be an opportunity to run our brains and think of solution
Take for example a memorial park project in the north which we tried to take on the JV way back 20 years ago.... Because of a staff who tried to grab it from us, the JV was terminated. We had to go to CA to get back our P1M advances...
Five years ago, the owner tried to get us to help: we lent her P1m on a discounting line, and a P4 million loan from a JV partner who was looking a place to park her money. This was to redeem her property from arrears in loan incurred 5 years ago. However the bank as usually they are, took the P4 million, with P5 million pa in arrears. The owner of the memorial park was never able to pay a single centavo to the friend JV partner. (for the 4 million)
Lately last July, after several years in hiatus, the same memorial park owner sought us in a meeting to help us rescue her park...This time from consolidation and/or end of redemption period...We asked for certain docs because:
Restraining Force/threat
1. The property is registered in personal name of the owner of the land not in the name of
the corporation; however the project the LTS CoR is the name of the corporation. Maybe
that is the reason why the bank cant implement the foreclosure
2. The bank's computation for redemption is P15 M. The total development cost at P1,000 gross
and the total area is 6.5 hectare. That would be about P65,000,000 at least or P80,000,000
total expenditures...
3. The owners have not been able to sell plots, at most 3 to 5 per month, because the people
of the town cant afford more than P1,000 a month for Monthly amortization and/or kuripot -
wont part with their money...
4. Hindi developed memorial park, wala silang pondo for development
5. Nakatapat ang municipal cemetery which however does not have the nod of HLURB
Driving force/opportunity
1. The town is a 1st class municipality with over P200 million in revenues; population of 60,000
2. There are 25 banks in the town; is a financial and commercial center of NV
3. Millenials who can do on line marketing; facebook marketing
What can be done:
1. Pay back the bank P15,000,000 flip and loan 70% P10,000,000 payable in 5 years, at say 7%
interest.
2. Salable plots is 6.5 hectares x 55% x P45,000 = 17,000 plots x 45k/plot P765,000,000
2. Program sales and collection to match:
P65 million in 5 years of P12 m per year, and sell 100 lots a month, 1,200 a year
1. sell say 2,000 plots cash or in bulk at P25,000.00. to finance project = P50,000,000
minimum of 10 each (pn or outright sales) tubo na sila ng 100%
2. FB internet selling (ask Joemar to help)
1. Mga fan driver students
2. Mga closers (sa office) o telemarketers
3. Mga gimmicks:
gifts, free or discount on weekends or month end, and all Saints day..
1/100
Rizal Philippines
August 9, 2019
Yesterday was double 8, an august day for fortune and luck...
Not all bad happenings can be bad for someone, it can be an opportunity to run our brains and think of solution
Take for example a memorial park project in the north which we tried to take on the JV way back 20 years ago.... Because of a staff who tried to grab it from us, the JV was terminated. We had to go to CA to get back our P1M advances...
Five years ago, the owner tried to get us to help: we lent her P1m on a discounting line, and a P4 million loan from a JV partner who was looking a place to park her money. This was to redeem her property from arrears in loan incurred 5 years ago. However the bank as usually they are, took the P4 million, with P5 million pa in arrears. The owner of the memorial park was never able to pay a single centavo to the friend JV partner. (for the 4 million)
Lately last July, after several years in hiatus, the same memorial park owner sought us in a meeting to help us rescue her park...This time from consolidation and/or end of redemption period...We asked for certain docs because:
Restraining Force/threat
1. The property is registered in personal name of the owner of the land not in the name of
the corporation; however the project the LTS CoR is the name of the corporation. Maybe
that is the reason why the bank cant implement the foreclosure
2. The bank's computation for redemption is P15 M. The total development cost at P1,000 gross
and the total area is 6.5 hectare. That would be about P65,000,000 at least or P80,000,000
total expenditures...
3. The owners have not been able to sell plots, at most 3 to 5 per month, because the people
of the town cant afford more than P1,000 a month for Monthly amortization and/or kuripot -
wont part with their money...
4. Hindi developed memorial park, wala silang pondo for development
5. Nakatapat ang municipal cemetery which however does not have the nod of HLURB
Driving force/opportunity
1. The town is a 1st class municipality with over P200 million in revenues; population of 60,000
2. There are 25 banks in the town; is a financial and commercial center of NV
3. Millenials who can do on line marketing; facebook marketing
What can be done:
1. Pay back the bank P15,000,000 flip and loan 70% P10,000,000 payable in 5 years, at say 7%
interest.
2. Salable plots is 6.5 hectares x 55% x P45,000 = 17,000 plots x 45k/plot P765,000,000
2. Program sales and collection to match:
P65 million in 5 years of P12 m per year, and sell 100 lots a month, 1,200 a year
1. sell say 2,000 plots cash or in bulk at P25,000.00. to finance project = P50,000,000
minimum of 10 each (pn or outright sales) tubo na sila ng 100%
2. FB internet selling (ask Joemar to help)
1. Mga fan driver students
2. Mga closers (sa office) o telemarketers
3. Mga gimmicks:
gifts, free or discount on weekends or month end, and all Saints day..
1/100
Meet the new media mogul, marketer, seller and relationship king
Ateneo Professor on Entrepreneurship
Rizal Philippines
August 9, 2019
This entity has turned the business world upside down and has many top execs squirming in their seats, wondering what hit them; pondering what business should they be in next...Especially the media industries and or service provider.
I am referring to Facebook, which has now become the most dominant media, marketing and sales channel. (and even news media) Thus it has affected advertisers, marketing company, TV and even the news media.. Hence sale of hard copy newspapers is on the decline; People look at FB for the native news and tidbits, not the mainstrream media Although FB faltered after IPO because of unclear monetization strategies, it has now dominated the Digital space with ratio of 2:1 to the next competitor.
FB has kept innovation up front and has supported FB fan pages much much more than Google. I admire the tools that they have provided and the atmosphere to drive up likes and traffic: ads, post boost, friends invite to like page, insights (more depth than analytics)
FB has provided free FB to telco which benefits telco because it whets up appetitite of many to subscribe, with free cellphone, and constant demand for load (especially now for DATA which is needed for FB). FB provides the content, and the telco only the infrastructure and system for the FB to be distributed in the subscriber area.
Because of its emphasis on friendship and relationship, FB has driven up its subscriber to nearly 2B and has dominated the landscape. Also it is user friendly: it is easy to sign up, it easy to log in (just tap your profile pic) It easy to post and upload pics (unlike the leading search engine) It is now searchable.
Before I disdain FB for office communications FB algorithm forces you to simplify message put images, and thus improving office communication. Many communications are now sent via PM (messenger) or viber because you can send pics, memos, and videos. I have seen other businesses use PM for reports...
Why is FB dominant in marketing in sales:
1. The new media mogul is FB. Other hads have low eyeball (viewers looking at it)
1. Billboards while big is less seen this day. Why the driver is driving, and the passengers are poring
over billboards;
2. TV ads - they are being zapped thanks to the remote. What happens to TV station ads revenue
or agencies; or creative people
3. Newspapers - dont sell anymore and therefore fewer advertisers. Many depend on cp for news
from Yahoo and Google news and FB, albeit sometimes fake.
2. Marketing and sales
1. FB system has made it possible to really go in bound marketing work - let prospects come to you
instead of you running after them:
1. Thus the traditional sales force and selling system has changed from recruitment
to training and system:
You can have fan page drive the leads to you, and the content should sell
It saves you a lot of legwork, transpo expenses on prospecting. The sales kit could be
at FB post; you need not be intimidated by SG and HoA presidents. You can jump
over the bakod via the CP and FB
The seller need not be a professional seller. They could be students who love FB (members
of Krusty Krab hehe2 who sells a group who does this, and closers.
Ali Baba Shopee and Lazada are the new supermalls, selling across many regions..
You have noticed that many FCMG are now participating in their sales Thus FB
has its market place. It also trying to dominate the job search market (recruitment)
and sales: through ads, lead generation, and harvest and offers
With this what would traditional businesses do?
1. Overhaul their set ups and rethink about:
1. Media strategy ads pend
2. Sales organization
3. Sales strategy
2. The media, ads industry must start overhauling their system
FB employs millions of FB fan pages authors, for free and get revenues for FB for free work. There are certain FB pages that generate 10,000 of views, I dont get paid for that. That is for just being liked and popular and for that matter, taking from the surname of the chairman, suckers...
We all ready started this mindset shift
Rizal Philippines
August 9, 2019
This entity has turned the business world upside down and has many top execs squirming in their seats, wondering what hit them; pondering what business should they be in next...Especially the media industries and or service provider.
I am referring to Facebook, which has now become the most dominant media, marketing and sales channel. (and even news media) Thus it has affected advertisers, marketing company, TV and even the news media.. Hence sale of hard copy newspapers is on the decline; People look at FB for the native news and tidbits, not the mainstrream media Although FB faltered after IPO because of unclear monetization strategies, it has now dominated the Digital space with ratio of 2:1 to the next competitor.
FB has kept innovation up front and has supported FB fan pages much much more than Google. I admire the tools that they have provided and the atmosphere to drive up likes and traffic: ads, post boost, friends invite to like page, insights (more depth than analytics)
FB has provided free FB to telco which benefits telco because it whets up appetitite of many to subscribe, with free cellphone, and constant demand for load (especially now for DATA which is needed for FB). FB provides the content, and the telco only the infrastructure and system for the FB to be distributed in the subscriber area.
Because of its emphasis on friendship and relationship, FB has driven up its subscriber to nearly 2B and has dominated the landscape. Also it is user friendly: it is easy to sign up, it easy to log in (just tap your profile pic) It easy to post and upload pics (unlike the leading search engine) It is now searchable.
Before I disdain FB for office communications FB algorithm forces you to simplify message put images, and thus improving office communication. Many communications are now sent via PM (messenger) or viber because you can send pics, memos, and videos. I have seen other businesses use PM for reports...
Why is FB dominant in marketing in sales:
1. The new media mogul is FB. Other hads have low eyeball (viewers looking at it)
1. Billboards while big is less seen this day. Why the driver is driving, and the passengers are poring
over billboards;
2. TV ads - they are being zapped thanks to the remote. What happens to TV station ads revenue
or agencies; or creative people
3. Newspapers - dont sell anymore and therefore fewer advertisers. Many depend on cp for news
from Yahoo and Google news and FB, albeit sometimes fake.
2. Marketing and sales
1. FB system has made it possible to really go in bound marketing work - let prospects come to you
instead of you running after them:
1. Thus the traditional sales force and selling system has changed from recruitment
to training and system:
You can have fan page drive the leads to you, and the content should sell
It saves you a lot of legwork, transpo expenses on prospecting. The sales kit could be
at FB post; you need not be intimidated by SG and HoA presidents. You can jump
over the bakod via the CP and FB
The seller need not be a professional seller. They could be students who love FB (members
of Krusty Krab hehe2 who sells a group who does this, and closers.
Ali Baba Shopee and Lazada are the new supermalls, selling across many regions..
You have noticed that many FCMG are now participating in their sales Thus FB
has its market place. It also trying to dominate the job search market (recruitment)
and sales: through ads, lead generation, and harvest and offers
With this what would traditional businesses do?
1. Overhaul their set ups and rethink about:
1. Media strategy ads pend
2. Sales organization
3. Sales strategy
2. The media, ads industry must start overhauling their system
FB employs millions of FB fan pages authors, for free and get revenues for FB for free work. There are certain FB pages that generate 10,000 of views, I dont get paid for that. That is for just being liked and popular and for that matter, taking from the surname of the chairman, suckers...
We all ready started this mindset shift
Opportunities abound everywhere
Ateneo Professor on Entrepreneurship
Rizal Philippines
August 9, 2019
Yesterday was 8/8, double eight and 8 signifies bounty, infinity of the providence and I would say opportunities abound. I am thankful that there were several, and unfortunately we were not able to grab this opportunities:
1. A foreclosed property in Caviteheld by PDIC for 9.84 hectare covering 400 TCT and PDIC wanted about P70M for that. Anyway I learned that it was for bid, (although there was a failed bid in February 2018) July 28, and the bidding was for July 31. No time for due diligence and raise the finances. But it could very well net the company about P100M for lot only sales (after development cost) and triple the amount
if for house and lot packages.
2. A 10 hectare property in island province near the Municipal Hall of a first class municipality. Only for sale at P2.8 million. An opportunity for a memorial park...?
Who says you must not believe in numerology?
Rizal Philippines
August 9, 2019
Yesterday was 8/8, double eight and 8 signifies bounty, infinity of the providence and I would say opportunities abound. I am thankful that there were several, and unfortunately we were not able to grab this opportunities:
1. A foreclosed property in Caviteheld by PDIC for 9.84 hectare covering 400 TCT and PDIC wanted about P70M for that. Anyway I learned that it was for bid, (although there was a failed bid in February 2018) July 28, and the bidding was for July 31. No time for due diligence and raise the finances. But it could very well net the company about P100M for lot only sales (after development cost) and triple the amount
if for house and lot packages.
2. A 10 hectare property in island province near the Municipal Hall of a first class municipality. Only for sale at P2.8 million. An opportunity for a memorial park...?
Who says you must not believe in numerology?
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