Market Buzz July 26, 2010

I am glad to report that we successfully concluded the 41st National Marketing Conference (NMC) on June 25, 2010. We consider NMC as the premier and signature event of the Philippine Marketing Association.

There are three remarkable highlights of the 41st NMC. First, it was a financial success. We breached the targeted number of delegates, filled up the exhibit halls, and brought in a host of commercial sponsors, media partners and several event organizers to support the 41st NMC.

Second, it was a technical success. The staging concept and the actual staging went very well. There were some minor glitches which were immediately resolved. The speakers arrived on time and delivered their well-prepared presentations. The simultaneous broadcast covering Davao was incredibly efficient. Although there were imperfections, they were resolved by the competent technical team. Overall, the simultaneous broadcast which almost did not push through was a resounding success.

Third, it demonstrated that the Philippine Marketing Association and its members remain to be among the best practitioners of integrated marketing communication. NMC media campaign had to take a back seat to the political noise before and after the presidential election on May 10, 2010. Traditional media and other modes of communication were focused on the political events. Nonetheless, the NMC communication team crafted a tight and integrated communication system that used all forms and methods available to reach out to the target market.

There are so many people to thank. They made this event happen. I cannot mention all their names at this time. However, allow me to mention those who were at the forefront of the event to make the 41st NMC a success. Director-in-charge and EVP Jimmy Siybauco competently orchestrated all the loose ends. He was assisted by overall program chairperson Dr. Marivic Ac-ac who in turn was ably supported by a team of committed professionals and association members.

Von Hizon came in just at the right time as program head and engineered the program from day 1 to day 2 and from start to finish. She did all this despite her very busy schedule. Soc Bautista volunteered to help. She succeeded in getting many sponsors to commit even if she had only about 45 days left. Jojo Ajero, already burdened by the demands of his committee for education, helped in tapping non-traditional media to reach out to the target delegates. VP for Chapters Ricky de Vera and Al Vizcarra took charge of the simultaneous broadcast and participation of all PMA chapters.

Special mention goes to the PMA staff who persevered despite the challenges and to delegates who stayed through those two days and took full advantage of the various learning sessions – 14 all in all. I am convinced that the Philippine Marketing Association’s National Marketing Conference is a very strong brand, an event that many marketing professionals look forward to attend year on year.

As I congratulate those who contributed to the success of the 41st NMC, I would like to invite everyone to attend the 8th Strategic Marketing Conference. This will be held on 30 July 2010 at the Aliw Theater in Pasay City. It promises be another great learning session — this time for the marketing students and teachers.

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