When the going gets tough

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    When the going gets tough, the tough gets going. This is the right attitude. And this is actually what everyone should be doing right now instead of crying over the effect of global economic crisis.

    In times of the widespread economic meltdown, it is very important for companies and entrepreneurs to reassess their assets, plans and strategies to cope up with the times.

    Also, economists are saying that it is crucial to learn more, check on the competitors, study trends and think ahead of the others.

    It is quite refreshing to hear words of encouragement from experts. I attended the seminar on marketing organized by the Philippine Marketing Association (PMA) Pampanga Chapter headed by their president, Joanna Nina “Ning” Cordero last March 31 at the Lewis Grand Hotel in Angeles City.

    We are fortunate enough to get new tips and strategies from experts like DTI consultant Ricardo “Ricky” de Vera, Central Country Estate Inc. Chairman and CEO Arch. Nestor Mangio and Betis Crafts owner Myrna Bituin.

    I learned three important things in the seminar. First, the crisis is really all about attitude. It is up to us how we see the challenges at hand and instead of slowing us down, these should be treated as opportunities.

    Second, we have to plan “to have a future” and not to plan “for the future.” Coming from De Vera, I admit that this is a catchy phrase. We must ensure that we will have a future rather than planning for what will happen next.

    And third, it is crucial for companies to think like an entrepreneur; plan comprehensively, strategize and execute well.

    De Vera said we should give customers “value for money.” He added that it is a must for companies to listen with an open mind. Do not block off things. Take the initiative and look at the situation as a challenge and not a problem. Don’t ask why if but rather why not?

    He likewise emphasized that as an entrepreneur, it is a must to understand the dynamics of business engagements. This of course includes business process between and among potential entrants, buyers, suppliers, industry competitors and substitutes. He added that one has an edge against others if he knows how to create unique value for the client’s money.

    As for Mangio, he shared Lakeshore’s (one of CCEI real estate projects) strategy of maximizing the power of the media, especially the internet. Today, Lakeshore is using the internet as a powerful tool in marketing. He also advised everyone to expand social networks either virtual or personal.

    Mangio also gave a few tips in marketing that proved to be very effective for Lakeshore. He said it is important to study demographics of the market; know their needs and wants. It is also a rule of thumb to know your product at heart, use social media, particularly the social networks in the internet, publish product awards, take hold of data base, use texting, be identified with your brand, promote green technology, advertise and connect.

    These are only few of the many reasons why Lakeshore is an astounding success in the real estate industry. No wonder Mangio and his team already received several awards from CREBA and other award-giving bodies.

    And for Bituin, resiliency and determination is a must. It is also important to maintain the trust of old but loyal clients. No matter what the cost may be. One good client is better than hundreds of bad ones. “Clients are your partners,” she said, “so treat them well.”

    I have learned a lot from the seminar. I do hope PMA Pampanga will organize more of these. Congratulations to all of you especially to Punto marketing manager Ning Cordero, Abby Tuazon of Lakeshore, Dalza Hizon, Prits Olalia, Avel Antonio, and Mitch Alfonso.

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