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For good professional makeup artists only

CELEBRATING THE “long and solid relationship” between the country’s makeup artists and arguably the country’s largest department store, the SM Store Beauty section has announced that selected members of the makeup industry will be given a PRO card — a discount card for all their cosmetic needs.

“We’ve always had a very close association with the top makeup artists of the Philippines. So this is one way to reward them,” Viki Encarnacion, marketing director of Watsons Personal Care Stores., Phils., during the launch on April 27 at SM Makati.

The discount card — not to be confused with the company’s existing rewards cards: SM Advantage and SM Prestige — will offer 10% discount for all purchases (“sale or no sale,” said Ms. Encarnacion) made at all the SM Store Beauty Section in the country.

Currently, the PRO card is only extended to what Ms. Encarnacion described as the “crème-de la-crème” of the makeup industry.

Two hundred fifty makeup artists were chosen to receive the cards including Fanny Serrano, Jesi Mendez, James Cooper, Jigs Mayuga, and Jake Galvez.

The cards will be valid until the end of 2018. After the prescribed period, makeup artists will once again be screened to see if their cards will be renewed for a further period.

Those interested in applying for the card must undergo a screening process, Ms. Encarnacion said.

“I’m sure a lot of people would want to get hold of a discount card because as makeup artists, you use a lot of things — not only makeup but tools including supplies like cotton, cotton buds, tissue paper and all that,” she said.

Interested makeup artists must send the unit a message and their portfolio, then they will undergo a screening process. Although Ms. Encarnacion did not give details about the application process, she said they are open “to whoever is interested because we also want to limit this to the good, professional artists.”

“We’re making it an exclusive feature for makeup artists,” she said. — Zsarlene B. Chua

Dare to hire!

I CAME ACROSS a digital ad — #DareToHire: Special — that struck me as truly being actionable, giving corporations a suggestion of great opportunities for hiring while at the same time exuding well-deserved compassion.

It’s a good commercial. It’s truthful, without a bit of exaggeration, and at the end inspires employers to think about the possibility of hiring someone different.

Project Inclusion and the Unilab Foundation’s one-and-a-half minuter opens with an extreme close-up of a pencil and a folder, which segues to a rather stern-looking female interviewer brusquely asking an interviewee why he thinks he should be hired. Dramatic lighting here where you are allowed to clearly see the man only after a couple of seconds.

“It’s true,” the man says, “Hindi kami marunong…” (we do not know) and he pauses. The succeeding frames slowly enumerate what people with disabilities (PWDs) “do not know”: the video shows a PWD waiting for his bus very early in the morning. “Hindi kami marunong ma-late sa work,” goes the voice-over. Other frames show a woman packaging some product in a store. Another shows a man on a computer. The scriptwriter is able to bring out the remarkable strengths of PWDs, dramatized by day-to-day routines in the workplace that these special people excel in — and which, let’s face it, many employees falter and fail at.

While the action is going on on the screen, we read messages in English of what PWDs are capable of along with the accompanying audio which has the interviewee describing their strengths in everyday vernacular.

“The traits that most people see as their disadvantages often turn out to be the factors that allow them to contribute and excel in the workplace,” is one message. “Persons with disability often work well with structured routines and habits,” is another. “They are sincere with their jobs.” “Hindi kami marunong magpabaya (We’re not capable of being careless),” goes the voiceover. “Hindi kami marunong mandaya (We don’t know how to cheat).” And onwards with other virtues: They do not lie. They are earnest and straightforward. They are focused and pay remarkable attention to detail.

The director’s pacing is good. And the music quietly accompanying the entire commercial adds particular credence to the goings-on. So, the viewer comes to the realization that he often rashly judges a PWD as broadly “hindi marunong.”

The material shows some of the PWDs in different industries, in their actual workplaces in retail, food and beverage, hospitality, and technology. A purchasing clerk who is also a person with autism, Gian Mendoza, very pleasant looking fellow, all smiles, carries a folder as he looks straight at the camera. Others separately shown working with concentrated energy are Mariet Enriquez and Ryan Dee, pharmacy assistants at Southstar Drug, who both have Down Syndrome; Paolo Diocera, a deaf man who is one of the IT staff at Abenson; and Randy Motoomull, a product brand management clerk of UNAHCO, a person with autism — all looking and acting like the next fellow in the office.

There is an interesting side story to all this, that of Vico Cham of Unilab Foundation, who is Project Inclusion’s first employee. The launch of the #DareToHire: Special commercial coincides with Vico’s fourth anniversary at work.

In 2013, Vico was a 22-year-old with a talent for painting and computer graphics in search of work. After interviews, he was hired on May 6, his first day as an administrative and graphics design assistant. Calling himself “Mr. Proudly Autistic,” he is a talented artist, a national awardee, and a global ambassador. He is an Apolinario Mabini 2016 PWD of the Year Awardee, and a recipient of the 2016 International Naturally Autistic People Special Recognition for Visual Arts in Vancouver, Canada. He is also a Best Buddies International speaker and ambassador, and an artist for the Fashion Arts Autism Benefit project.

Maia C. Melencio, Unilab Foundation marketing communications manager, revealed, “There are an estimated 10 to 15 million PWDs in the country. Approximately half of them are of working age. Despite the laws that protect their rights, PWDs continue to be an untapped human resource.”

“Project Inclusion is a program of the Unilab Foundation, focused on enabling the employment of PWDs. It has proven that given the right preparation, training, and support, PWDs can make unique contributions to the workplace and to society. The program prepares the job-seeking PWD and the employer for the job transition,” she said.

Take a low bow, Unilab Foundation and partners “that helped conceptualize and bring this video to life”:

Credits. Client-company, Unilab Foundation. Grant Javier, program manager for Project Inclusion, Roanne Duran, Unilab Foundation assistant communications manager; Maia Melencio, Unilab Foundation marketing communications manager. Creative agency, Over the Moon Communications: Joey Guison, managing partner; Betsy Baking, managing partner. Production: Dante Nora, producer; Ramir Tiamzon and Chewie Orellana, associate producers. 57 Studios Manila Co. LTD, production team: Shem Hampac, director; Junil Managbanag, production manager; Jofre Nachor, executive producer. Hit Productions, Inc., musical score producer. Salito Malca, chairman/CFO; Vic Icasas, president/managing partner; Arnold Buena, arranger/composer.

Nanette Franco-Diyco ended her 15th year advertising career as Vice-President of JWT, segueing into the world of academe, teaching communications at the Ateneo de Manila University.

nanettediyco131@gmail.com

What is ‘selling’?

A DEFINITION of “selling” found on the internet reads, “Give or hand over (something) in exchange for money.” Is this really what it means? About the only people who might fit this definition are store clerks at a supermarket check-out counter. We don’t do much better with the synonyms — put up for sale, offer for sale, put on sale, dispose of, vend, auction, etc. This definition fares a little better: “the last step in the chain of commerce where a buyer exchanges cash for a seller’s good or service, or the activity of trying to bring this about.”

For the professional salesperson, it is the activity of trying to persuade a client to purchase that defines the selling process. Great salespeople exert all their efforts in making their customers see value in the purchase. They don’t just present a product and hope for the best. They explain, cajole, persuade, convince, induce, encourage, and motivate the customer to make the purchase. The better they are at this process, the more the customer wants to buy.

Consider for a moment; every day we make purchases, many of which we really don’t want to make. There is a world of difference between parting with money to buy a new dress, the latest cell phone, an expensive but thoroughly enjoyable meal, and buying a replacement motor for your washing machine, a new set of tires for your car, or paying an electrician to re-wire your house! The reason why the first three purchases are “pleasurable” is simply because you set your own need for the purchase. You can already imaging yourself impressing your boyfriend in your new frock, or showing off to your friends with the latest smart phone. By the time you make the purchase, you know what you will do with the item, how and when you will use it, and what pleasure or satisfaction it will give you. Do you need a salesperson to help you make this purchase? Well admittedly, you might need some product information or be willing to listen to opinions ideas and suggestions. But at the end of the day, the decision to buy is all yours and you would, in all likelihood, have made the purchase with or without the entreaties of a well-meaning salesperson (and sometimes in spite of it!).

New tires? Hardly sexy and somewhat difficult to get enthusiastic about. So the efforts of a salesperson are called upon to convince you to buy. To part with money for such a purchase, you must see some value. Perhaps improved fuel economy, a quieter ride, better road holding, and greater safety for you and your family. It is the salesperson’s job to focus your attention on these “benefits.”

This is done by engaging the customer in conversation, the purpose of which is to uncover important information which can be used to help match products or services against the client’s needs. A salesperson who sits in front of a client talking about his own products and services is missing the opportunity of finding out what the customer wants or what is important.

Now, I know many of you will be thinking that you will replace your tires on your car as and when they wear out. I would agree and think that most car owners drop into Bridgestone or Good Year and with a grimace, part company with a wallet full of notes to have the old tires replaced with exactly the same size, brand, and tread pattern. But here’s the deal! You have a choice and a salesperson is needed (unless you have “expert” status yourself) to help you make a choice which is appropriate for your needs, particularly when this means changing from what you usually buy.

When a purchase is for a cheap, simple item, a salesperson’s role is less important than for complex expensive purchases. I might be willing to purchase a cheap set of car-mats by plucking them off the shelf in Ace Hardware. Spending P40,000 to P50,000 to buy a set of off-road tires demands the help and assistance of a capable and competent salesperson who is able to furnish me with technical specifications and highlight the advantages of one brand over another.

In the company I work for, we sell geotechnical solutions to the construction industry. I am proud to be associated with products which are often new, innovative or groundbreaking and replace traditional construction methods. However, my sales team face an uphill struggle convincing clients to make choices they have not made before. For what it’s worth, I will quote a couple of responses to my sales teams’ statements. “You’ll save money” answered by, “It’s not my money. I’m just the installer.” Or, “These materials will last for over 50 years” responded to by, “Who cares? As long as they pass inspection this month, it’s good enough!”

As the value of a purchase increases, the customer will become increasingly concerned about wasting money, buying the wrong thing or committing to something that may have far reaching, and possibly negative consequences on his business. The job of the salesperson is to allow the client to reveal needs for a product or service. By asking appropriately worded questions, the salesperson can take the client through a process that makes him think about his actual situation and consider all of the problem issues and how these affect his business. The questions should help the client appreciate the value of addressing his problems.

Terence A. Hockenhull is a long-term resident of the Philippines. He is an accomplished sales consultant who currently holds an executive sales position with an Italian geotechnical company.

hockenhull@gmail.com

Coco cools with Bear Brand Choco

Ads & Ends
Nanette Franco-Diyco

IT IS GREAT talent casting intermixed with luck to be able to get a celebrity endorser to become identified with a brand. Of course, the all-important components of an ad campaign that pushes a selling message with magical abruption and with ideal media frequency are part of the formula of success.

Bear Brand Choco Milk Drink had its big launch last year, with actor Coco Martin contracted to be the symbol of health and energy among school children. This is meant to go above and beyond the micronutrients extolled by co-celebrities within the legendary Bear Brand brand and its variants.

Summertime saw the relaunch of Martin in Bear Brand Choco Milk Drink’s sustaining campaign. He sings and dances and has loads of cool fun with kids and a plastic pool.

Ad agency Publicis Manila explained that the commercial aims to get the attention of mothers — and in surveys, Coco Martin scores well with mothers’ approval. His long-running ABS/CBN teleserye has further boosted his hero image with mothers.

Right away we see and hear Martin and his macho back-up dancers performing the movements and tune of the 1990’s popular macho group Hagibis in a small inflated kiddie pool in a backyard. The Hagibis song was a good choice, restructured for this fun group’s singing and dancing.

The whole scene and song spells summer fun — the bright summer sun, the backyard pool, laughter galore. Director Carlo Directo said the shooting day was practically rained out — the sun had hid behind clouds the whole day. Blessed be the magic of post production! The director said he used a music video approach to movement and choreography, based on that of Hagibis but given a comical treatment.

The commercial was very briefly introduced by a worried mother’s woeful declaration that her son had left his glass of milk unfinished. Publicis Manila described it to me as milk fatigue. Fast and furious enters Coco Martin’s proffered solution. He sings — first with his band mates — the fast-paced, happy macho song declaring Bear Brand choco milk drink as savior.

The next refrain is delivered with parallel intensity and gusto by the children with Martin in their midst, still with the pool in the background. One must admit that keeping the macho back-up singers/dancers inside the pool was funny but still good blocking.

Watching the commercial, I personally admired the lead talent’s “giving his all” to his dancing and singing, ravishing the heart of the mother as he playfully winks at her while giving her a glass of chocolate milk. Director Carlo said Martin has charisma with the mothers, the very target of the commercial.

There, too, is inserted a worthwhile promo, a free ice choco milk drink shaker for every purchase of a big pack.

Take a bow, Nestlé Bear Brand Choco Drink, Publicis Manila and Pabrika.

Credits. Client-company, Nestlé Philippines. George Badaro, business executive officer; Willy Ocampo, group marketing manager; Kakam Gabunada and Carlo Fermin, consumer marketing managers; Paolo Mercado, communications director; Jayel Ladioray, creative services head.

Advertising agency, Publicis Manila: Paolo Fabregas, executive creative director; Alan Navarra, creative director; Aimee Espiritu, associate creative director; Eunice Maximo, senior copywriter; Ricky Reyes and Gabby Tripon, senior art directors; Malou Betco, strategic planning director; Yaan Sarmiento-Co, senior strategic planner; Marlen del Rosario, division head; Arvon Fernandez, associate business unit director; Thea Briones, account director; Michael Esguerra, account manager. Production: Dino dela Rama, broadcast producer, Just Add Water. Production house, Pabrika: Carlo Directo, director; Marivic San Juan and Jing Lopez, executive producers; Jun King Austria, assistant director; Larry Manda, DOP; Richard Somes, PD; Dinty Bernardo, LP; Meanne Ballesteros, PM; Regina Inocencio and Gretel Teope, PA; Aldo Directo, LM.

Nanette Franco-Diyco ended her 15th year advertising career as Vice-President of JWT, segueing into the world of academe, teaching communications at the Ateneo de Manila University.

nanettediyco131@gmail.com

Asking the right questions

Getting the edge in professional selling
Terence A. Hockenhull

I DISCUSSED sales collaterals and made the point that they rarely play any significant role in winning sales. The cost of sending a salesperson out to meet with a client is significant. A client of mine told me that he had quantified the cost of a salesperson on a sales call at P1,750 — and this figure doesn’t include the commissions paid (on successful sales). Even the most beautifully printed brochures are a cheap option in comparison to an actual sales call.

As I suggested last week, few clients take the time to read printed material unless they have pre-identified needs. For example, a salesperson might pass by my office and drop off an armful of brochures detailing a range of photocopying machines. I might casually scan the brochures but it is unlikely I will be prepared to devote any amount of time to reading them thoroughly and reviewing the product specs unless I have already determined the need to replace my aging photocopier. If I haven’t thought about the need to replace, neither the salesperson’s pitch nor the brochures are going to “create a need.”

The main reason a salesperson meets with a client is to enter into a dialogue. If all the salesperson is doing is talking, this can hardly be described as a dialogue! The professional salesperson recognizes that the easiest way to proceed is to ask questions. Firstly, by asking questions (and of course, listening to the answers provided), he maintains control of the sales meeting and the selling process. This is essential if potential and usual objections are to be addressed before they arise. The questions will also push the customer to provide information that may help the salesperson select appropriate products and models from his range that will address the client’s needs.

Even the most inexperienced of salespersons know that there is certain key information that must be collected in order to find out more about customers. Yet these “profiling” questions are often unnecessary if only some basic research were conducted prior to the sales meeting. The salesperson shouldn’t be “interrogating” the client about his business. By doing so, he will demonstrate that he hasn’t done his homework and, by default, show that he cares little about the client. Also, the client, if forced to answer a string of such questions, will quickly become bored and disinterested and, in some cases at least, cease to provide answers or responses in a positive manner to the salespersons.

Each industry is different and each salesperson will have his own way of gathering information from the client. Getting a picture of what the client is doing at the moment is very helpful. He should establish what the client is using now (brand, size, model, etc.). Use of equipment would similarly be interesting as well as history and age of the machine. This provides an effective base of background information. Nonetheless, it should be recognized that this information in isolation will not help the salesperson sell his product.

Asking the client what they like and dislike about the machine currently in place will give a clear idea of what the customer is hoping for in any new acquisition (even though, at this point in the sale, he might not have formulated a need to replace!) Suppose the client says that he doesn’t like the old machine because he cannot get spare parts and service support and backup is not particularly good, but also comments that the machine is easy to use and efficient. The salesperson, on hearing this information can mentally review his own products and service support. If he knows this is an area his company excels, he already has “ammunition” for later in the selling process when it is time to describe his own products. If, on the other hand, the vendor’s company is a reseller without a service facility, the salesperson will know that he will have to present an alternative method of repair and service (or convince the client that his equipment is so reliable servicing will be unnecessary!).

Although assumptions may be made about the customer’s needs, the salesperson should confirm as much information as possible before proceeding to the product pitch. Matching the product to the client’s responses is what wins the sale. He might say, “Let me summarize. You need to replace your equipment with a smaller, more energy efficient machine. You also made the point about servicing and this is something you need addressed if you are to consider switching to another vendor. I also understand you need dual voltage and compatibility with your other equipment. Let me suggest Widget 405. This is the smallest dual-voltage machine we make and it will fit seamlessly into your existing line. Since we support this equipment with a two-year warranty on parts and labor with a 24-hour call out service for our technicians, you will not be facing any of the problems you have had in the past.”

Sensible questions involve the client in the sales interaction, create a dialogue and provide information that help the salesperson offer the most appropriate product to the client. Something that a brochure cannot and will not do!

Terence A. Hockenhull is a long-term resident of the Philippines. He is an accomplished sales consultant who currently holds an executive sales position with an Italian geotechnical company.

hockenhull@gmail.com

Recipe for sexy: lean meat and an active lifestyle

WHAT DO ACTORS Gerald Anderson, Paolo Avelino, and Matteo Guidicelli have in common, aside from their profession? Thanks to their pretty faces and chiseled bodies, the three men are the newest Century Tuna endorsers.

Though, Mr. Anderson and Mr. Avelino are not new Century Tuna faces — they were endorsers in 2008 and 2014, respectively — now, the three men come together to be part of the “Recipe to Sexy” summer campaign. The campaign promotes the versatility and conveniency of canned tuna, which can be paired with anything: it can be eated with pancit canton (noodles), it goes well with an egg sandwich, and can be taken as a silog (eaten with sinangag and itlog — fried rice and an egg), or just as is.

“Breakfast is very important, and I want a dish that is a healthier version of our typical Pinoy breakfast,” said Mr. Anderson, pertaining to tuna and silog.

But besides clean eating, the three said their active lifestyles have kept them fit and healthy. They find time for exercise, but they admit they also have their “tamad” (lazy) days.

“I admit I do get lazy sometimes,” said Mr. Avelino, smiling. “The trick is to get up and get some sun to pump you up.”

Mr. Guidicelli, a triathlete, added: Find a team or a buddy to motivate you.

This is what host and producer Raymond Gutierrez has done over the past 90 days. Another Century Tuna endorser, he lost 65 pounds after the brand challenged him to trim down. Mr. Gutierrez works with his fitness team: nutritionist Nadine Tengco and gym trainor Arnold Aninion.

Among the tuna brand’s other endorsers are actors Luis Manzano, Anne Curtis, and James Reid.

“Filipinos have always been an avid showbiz crowd. The reasons why we use personalities, because I guess [people] look up to the celebrities who are also into fitness. Usually, Filipinos associate themselves with celebrities,” said Gela Gamboa, Century Tuna product manager.

The brands under the Century Pacific Food, Inc. — including Century Tuna, 555, Fresca, and Blue Bay, among others — make up 85% of the canned fish in the market. The brands with the most endorsers are 555 and Century Tuna.

Summer billboards that appeal to Millennials

Ads & Ends
Nanette Franco-Diyco

Before the long Holy Week holiday of descended on us, I sadistically instructed the 49 students in my advertising class at the Ateneo to go around the metropolis and photograph what billboards truly stood out as the most striking and appealing to each of them. At the very beginning of the semester, they had been grouped into six workshop teams named after advertising agencies, and had been competing with one another and pitching for ad jobs “here and there and everywhere.”

This assignment was part of their Out-of-Home advertising pitch. These “admen” from the Ateneo are 19 to 21 years of age, mostly belonging to the AB and upper C socioeconomic levels, are independent thinkers, and have a real zest for life and leisure.

They were not told to zero in on seasonal advertising, but all the groups embraced fun and the celebration of summer as most actionable to them. In their presentations and defense, a common denominator was their quick and easy identification with the products on the billboards. All of the brands were familiar to them, some of which were the very brands they use.

All their choices had good advertising concepts, all of which trumpeted their unique brand personalities with creative madness.

It was noteworthy that the billboard size was not a supreme enticement for them. There are the super-humongous Pepsi-Cola and Pantene billboards right in front of the university campus and along EDSA respectively, that are unspeakably attention-getting.

As a matter of fact, the Shell “Recharge This Summer” billboard was medium-sized compared to all the other five choices. But the billboard’s unique visuals and creative materials — used to depict a couple of coconut trees sandwiching a family of three literally walking their mini-car onto the beach Shell gas station — was great!

Chickenjoy has two billboards beside each other right before your vehicle enters an EDSA tunnel. Absolutely great location for a billboard! One billboard had what appears to be a regular movie ad, spoofing an old Sharon Cuneta movie, Crying Women No More. And right beside this movie (tagged as “Not Showing”) is the second billboard featuring a bucket of Chickenjoy — the reason why the three women are no longer crying! Chuckle-baiting and clever!

Then we have giant yellow bees swarming and carrying this billboard of San Miguel flavored beer which is trumpeted as “The Seriously Fun Beer.” Except for the bees lifting the billboard so the whole billboard TILTS and seems to be in danger of falling, one might categorize this ad as nearly hardsell but it surely communicated to its target market!

The EO Executive Optical billboard zeroed in on the beach again. We see this man tattooing another man’s back, with the words “I love Ruby” as his visual pattern, but he tattoos “I love Rudy” instead. Clearly, you are urged to visit EO to have your eyes checked. This is part and parcel of EO’s campaign series that continues to embrace humor, this time appealing to the young and mildly wild beachcombers.

Celebrity endorser Luis Manzano does a yeoman’s job, carrying a huge vertical billboard of Shakey’s special premium offering of its scallops pizza. Mouth-watering with great appetite appeal, worded “premium and special” for the summer.

Last but not least is the Bounty Fresh billboard which takes off from the giant white hen roaming around the EDSA frontiers during the entire school year. Call it synergy and, again, uniqueness in billboard design which captivates its audience.

Let us stress that while billboards may have generally been categorized as part of nontraditional media, our problematic traffic situation has given birth to outdoor companies’ turning a disadvantage into an advantage. Billboards are now as traditional as you can get. And to their credit, they now are able to lift you out of the doldrums of sitting bored stiff in traffic.

Credits. Research advertising teams headed by: Matthew James Mendiola, Arianna Gabrielle Faustino, Danielle Marie Lambo, Nicola Andrea Roxas, Lorenzo Raymund Pastor, Karlo Crisanto Lovenia

Nanette Franco-Diyco ended her 15th year advertising career as Vice-President of JWT, segueing into the world of academe, teaching communications at the Ateneo de Manila University.

nanettediyco131@gmail.com

Pretty brochures; pretty useless!

Getting The Edge In Professional Selling
Terence A. Hockenhull

Last month, I conducted a review of our sales collaterals. 2016 saw us give away umbrellas, coffee mugs, insulated drinks bags, and calendars. Nothing very sophisticated; nothing particularly expensive. Notwithstanding, these freebies are an important part of marketing. Looking at printing charges for 2016, we ran through a couple of thousand brochures and flyers. Although my sales team equip themselves with a handful of flyers each time they go out to see their clients, most of the time we hand these out at exhibitions.

No question about it, this all adds up and becomes a real cost on our bottom line. Is it really worth it? I’m inclined to think our brochures are rarely read; certainly no one spends too much time studying technical data. As for our giveaways, who doesn’t have an umbrella or a coffee cup? Perhaps smaller companies can get away without giveaways; larger companies are expected to provide something useful bearing their brand name (even if it will never be used)!

Each year, we participate in Philconstruct in SMX, Mall of Asia. Billed as the biggest construction materials show in the Philippines, it is an important exhibition for us. We make every effort to have an impressive exhibition space. We spend four days glad-handing potential buyers, greeting old customers, and garnering new business. We showcase new products, distribute flyers, and hand out our freebies to useful contacts and clients.

It always amuses me to watch the hordes of students who turn up on a Saturday to “pillage” anything they can lay their hands on. Clutching half a dozen bags stuffed to the brim with brochures, they weave their way amongst the exhibition booths constantly adding “loot” to their treasure bags. Let one company offer anything of the slightest intrinsic value and next thing you know, there is a virtual stampede as groups of students throw themselves down the aisles in the hope of scoring a free T-shirt, bottle opener, baseball cap, or keychain!

Check out the trash cans immediately outside of the exhibition hall and you will find them stuffed to the brim with discarded product literature. Seems the modus operandi is to accept the brochures with a bag, discard the contents and wander off home with the bag minus contents!

Last year, I finally bought my new car. I requested a brochure for each model I test drove or considered. The specifications sheet on the back page was important for me to determine if my preferred model had an MP3 layer, xenon headlights, leather upholstery, and a parking sensor. The rest of the information was relatively useless. The pictures were great; after all, wouldn’t aesthetics impact significantly on my decision? Just last week, I was cleaning out my office and found all the brochures, each printed on quality card, accumulating dust under a stack of other papers. Accepting that these brochures are printed in their thousands, I would still tag each with a price of P80-P100.

There are no shortage of companies who produce beautiful glossy brochures and other product literature. And it seems to me that a well-laid out brochure highlighting the key features of the product (and perhaps showing a photo or two), may help a client determine whether products are suitable. But rarely do they have a determining effect on a client’s choice. This is where a salesperson efforts should come to the fore; where he can influence a customer by engaging in conversation and learn about the client’s needs.

To be honest, brochures, sales collaterals and other giveaways are something that we all have to have. Why? Well, because everyone else has them too. But understand that in the grand scheme of things, they rarely play any significant role in winning sales.

Terence A. Hockenhull is a long-term resident of the Philippines. He is an accomplished sales consultant who currently holds an executive sales position with an Italian geotechnical company.

hockenhull@gmail.com.

NBS promises libraries for videos

WITH the variety of challenges going viral on social media, National Book Store (NBS) decided to ride the trend for a cause. In time for its 75th year, NBS has promised to build one library in an indigent community for every 75 videos posted online as part of its Read Out Loud Challenge.

The campaign, launched on March 21, will run for three months. NBS hopes to reach its target of 7,500 videos to be able to build 100 libraries nationwide.

The rules are simple: One has to post a video reading an excerpt from a favorite book out loud, and challenge three other people to do it. The video must be uploaded to either Facebook or Instagram with a hashtag #ReadOutLoudChallenge and tag National Book Store’s social media handles (@nbsalert).

“We wanted to create a buzz about reading and for people to spread the love for reading and have fun while doing so,” NBS managing director Xandra Ramos-Padilla said during the launch at NBS Glorietta 1, Makati City.

She said NBS will be allotting P100,000 per library and will be donating at least 1,000 books per school, consisting mostly of local titles and children’s books.

Schools hoping to be recipients of the library are asked to send in request letter, and NBS chooses the schools to grant a library depending need and its readiness to maintain the library.

There will also be a special project with best-selling international author Mitch Albom which will build libraries in Typhoon Yolanda-stricken areas including Leyte, Samar, Cebu, and Ormoc.

As of April 19, the NBS Facebook page stated that 1,494 videos had been posted online including several by celebrities, authors, and social media influencers. NBS founder and literacy advocate Socorro “Nanay Coring” Ramos also has an entry which has her reading a passage from Yvette Fernandez’s book Nanay Coring: The Story of National Book Store’s Socorro Ramos.

“It is more than just celebrating the 75th year of NBS. But since it coincides with the anniversary, why not? The more people celebrating, the better,” Ms. Padilla said.

While the Read Out Loud Challenge is part of Project Aklat, the NBS Foundation also launched the 8th year of Project Aral on April 7 at all NBS branches nationwide. The project aims to visit and help over 150 communities which lack basic school necessities.

For more details, visit the National Book Store blog, http://blog.nationalbookstore.com and follow NBS on social media, @nbsalert on Facebook, Instagram, Twitter, and YouTube. — Camille Anne M. Arcilla

Fitness from the experts

Fitness education given by experts takes front and center with FitCon MNL 2017 happening later this month.

Geared towards both fitness professionals and active individuals, FitCon, which will be held from May 19 to 21 at the Ascott Hotel at Bonifacio Global City, will bring together 15 international and local fitness leaders to lead an extensive set of trainings and education.

The event, which is making its Philippine debut this year, is organized by Dynamic Duo, founded by Rica Rodriguez and Divine Masinsin, who are both graduates of the College of Human Kinetics in the University of the Philippines.

The two are based in Dubai, United Arab Emirates (UAE), where they established themselves as top fitness experts working in group classes, personal training, fitness events, gym and trainer/staff management, fitness class setup, and fitness education as well as developing instructors.

Their company, Dynamic Duo, has successfully mounted large-scale events in the United Arab Emirates, including group class launches held at parks; interactive booths and exhibits; as well as corporate team-building activities for various companies.

They have brought the company here to share what they have learned throughout the years and help elevate the fitness profession in the country.

“Fitcon MNL is all about education. We are bringing in 15 international and local speakers representing different brands who will be giving different workshops during the three days of the conference. All in all there will be 51 workshops in the three days and other activities for the general public,” Ms. Rodriguez told BusinessWorld during the preview of what they will be doing at the fitness conference at Kerry Sports Gym at BGC last week.

“We are very excited for the event. We have not stayed in the Philippines for long in like 12 years as we are based in UAE in Dubai. And we wanted to bring back the education that we learned throughout the years,” Ms. Masinsin said.

WHAT’S IN STORE
Highlights of FitCon MNL include the one-day pre-event course on Physique Transformation led by renowned body composition specialist and founder of Australian Strength Performance, Ben Siong. The course covers the science of fat loss and muscle gain as well as other physiological factors to consider for optimal physique transformation.

Seniors Day, which kicks off the whole event, will see experts share their workout wisdom for the older population.

Mind Your Body Evening, meanwhile, features activities that will better bring together mind, body, and spirit to achieve true health and wellness. These include bodyART and Hatha Flow Yoga.

Then there is Zumba Dance Party Night where participants get to dance and sweat the night away with top zumba instructors.

In addition to these events, FitCon MNL will have numerous training sessions, workshops, and activities to be led by specialists such as ultra-endurance athlete Dan Duran (director of Education & Global Business Development of PTA Global), Tony Howett (COO of Mefitpro), and Mark Laws (director of Education, Clarity).

Ms. Masinsin (a master trainer for TriggerPoint Therapy, BOSU, Hedstrom and PTA Global), Audrey Fourcade (Nike Trainer for the NTC program), CHEFitness Liza Fielder (chef and Miss Bikini 2016), Lora Madrigal Gregorio (ZIN), as well as Ms. Rodriguez (a master trainer for PTA Global, TriggerPoint Therapy, Bosu, and Hedstrom) are among the convention speakers.

CONTINUED EDUCATION
“On the professional side, participants can expect continued education at FitCon as we will touch on personal training, nutrition, strength training, and yoga of different types. It’s like a Pandora’s box for fitness,” said Ms. Masinsin.

The proponents of the FitCon said that they hope that with the event they get to help in lifting the standards of local fitness and of the practitioners.

“Our experience in Dubai is that when trainers from here go there they lack the certification despite doing what they do for a long time. So we set up our company here because we want to help lift the standards and professionalize things,” Ms. Rodriguez said.

“Also through our various activities we want more people to train the right way and with confidence,” added Ms. Rodriguez, who also mentioned that they intend to make the FitCon an annual event in the country.

Registration for FitCon MNL 2017 is pegged at P17,500 for the three days inclusive of food, and P8,500 for one day. For more information visit www.dynamicduoinc.com/fitcon-mnl-2017.

The shift to primary health care

Medicine Cabinet
Teodoro B. Padilla

ALMOST 10 years ago, the global health community made a resounding call to revitalize a declaration which required all health systems to put people at the center of health care. Known as the Alma Ata Declaration, it placed primary care under the global spotlight as the means to achieve better health for all.

The Alma Ata Declaration reaffirmed that the promotion and protection of the health of the people is crucial to sustained economic and social development, and contributes to a better quality of life and global security.

The publication Primary Health Care Now More Than Ever said that due to globalization and the people’s increasing demand for improved health, health systems must respond better — and faster. It boldly stated that primary health care could do just that.

The World Health Organization (WHO) defines primary health care as essential health care based on practical, scientifically sound and socially acceptable methods and technology made universally accessible to individuals and families in the community.

Primary health care puts focus on the community as it should serve as the first level of contact of individuals, the family, and community with the national health system, therefore bringing health care as close as possible to where people live and work.

According to the WHO, the goals of primary health care are to reduce exclusion and social disparities; organize health services around people’s needs and expectations; integrate health into all sectors; pursue models of policy dialogue; and increase stakeholder participation.

One of the models often talked about when it comes to primary health care is the National Health Service (NHS) in the United Kingdom. British Ambassador Asif Ahmad described the journey of a person who suddenly becomes ill in his country.

The first thing this person can do is reach for the phone and get in contact with the NHS Helpline. Right there and then, medical advice will be given and a decision will be made if the person needs to be referred to emergency care. Otherwise, the patient could be advised to avail of his next regular appointment to discuss health concerns face-to-face with a general practitioner. In some instances, these general practitioners make house calls.

Mr. Ahmad said that while there may be delays in the British health system, there is not a situation when their citizens could not access health care. And he may be right.

The NHS in England handles more than a million patients every 36 hours. Established in 1948, its intention is to make health care available to all, regardless of one’s economic status. Among its core principles are: that it meets the needs of everyone; that it be free at the point of delivery; and that it be based on clinical need, not ability to pay.

The British ambassador believes that the system can be replicated in the Philippines one way or another. For one, he observed that the country could maximize technology, such as social networking and mobile connectivity, to enhance telemedicine to reach patients living in geographically remote communities.

Mr. Ahmad will be one of the panelists in the forum “Health for Juan and Juana 2: Moving Forward with the Philippine Agenda” on May 18, which has the theme “Bringing Health to Juan and Juana: Universal Healthcare in the Communities.”

It will bring together various sectors that are involved in shaping the health system to put into action recommendations on establishing universal health care as a crucial part of the medium-term development plan. The forum will also demonstrate a whole-of-government, whole-of-society approach towards health with the participation of government, local government units, development partners, patient groups, and the private sector, among others.

Medicine Cabinet is a column of the Pharmaceutical and Healthcare Association of the Philippines (PHAP), representing the research-based medicines and vaccines sector in the country. The author, Teodoro Padilla, is the executive director of PHAP. He is a cum laude graduate of Bachelor of Science in Business Administration from the University of the Philippines and acquired a masteral degree from Kellogg School of Management. E-mail the author at medicinecabinet@phap.org.ph.

Teodoro B. Padilla is a cum laude graduate of Bachelor of Science in Business Administration from the University of the Philippines and further acquired a masteral degree from Kellogg School of Management.

Fact Sheet: World Asthma Day

WHAT IS ASTHMA?

Asthma is a common and potentially serious chronic disease. It causes the narrowing and inflammation of the airways, making it hard for sufferers to breathe.

Symptoms include wheezing, shortness of breath, chest tightness, and a cough that can vary over time in occurrence, frequency, and intensity. Recurrent asthma symptoms frequently cause sleeplessness, daytime fatigue, reduced activity levels, and school and work absenteeism.

Fortunately, asthma can be effectively treated and most sufferers can achieve good control of their asthma. However, failure to recognize and avoid triggers may result in an asthma attack, unplanned doctor/hospital visit and even death.

WHAT IS AN ASTHMA ATTACK?
During an asthma attack, the lining of the bronchial tubes swell, causing the airways to narrow and reducing the flow of air into and out of the lungs.

HOW MANY PEOPLE SUFFER FROM IT?

  • 20% of the world population suffers from allergic disease such as allergic asthma and allergic rhinitis.
  • 300 million patients have asthma, and this is expected to increase to 400 million by 2025.
  • In more than 50% of adults and 80% of children, their asthma is allergic.
  • Asthma is the most common chronic disease among children.
  • Patients with asthma reported 14.2 million visits to a doctor’s office and 1.3 million visits to hospital outpatient departments.

WHAT CAN TRIGGER ASTHMA SYMPTOMS?
Although the fundamental causes of asthma are not completely understood, there are several, inhaled risk factors that can lead to the development of asthma and may trigger its symptoms.

These include:

  • PM 2.5 — These are microscopic air pollutants, with size below 2.5 micrometers, and long-term exposure to them can trigger pulmonary oxidative stress and inflammation. This damage is associated with the primary development of asthma and Chronic Obstructive Pulmonary Disease (COPD). People with heart or lung disease (asthma and COPD) are under increased risk because these particles can aggravate the disease process.
  • Bacteria and Viruses — Inhalation of viruses or bacteria can cause influenza, the common cold, tuberculosis, and other infections and increase the risk at asthma or COPD symptoms.
  • Allergens. These include — Mold Spores: these can produce irritants and potentially toxic substances, which when inhaled by sensitive people, may trigger allergic reactions or asthma symptoms; Pet dander: contain allergens that can cause allergic reactions or trigger asthmatic attacks; Dust mites: the waste they produce is a potent trigger for asthma.
  • Dry Air. Around 60% of the human body is water. Indoor dry air draws water out of skin and hair cells, causing itchy skin, chapped lips, brittle hair and red eye. It can aggravate allergies, asthma and other respiratory conditions, and ruin a good night’s sleep.

    WHAT YOU CAN DO IF YOU HAVE ASTHMA?

  • Medication. There are two types of asthma medication: long-term control medications which are preventive, taken daily to achieve and maintain control of asthma symptoms; and, quick-relief medications which are used to treat asthma attacks. They relieve symptoms rapidly and are taken on an as-needed basis
  • Avoiding asthma triggers. Reducing contact with the triggers of asthma can help to reduce the severity of its symptoms. This can be done by:
  • Keeping a diary of your symptoms. This will help you and your health care professional to get a clear idea of what may be triggering your asthma.
  • Using an air purifier to reduce allergens and control their levels. Philips air purifiers, for example, feature VitaShield IPS, which are effective against PM 2.5, bacteria, viruses and allergens, removing particles as small as 20 nanometers.
  • Managing your stress can help keep your asthma under control. Find an approach that works for you, such as relaxation, exercise etc.
  • Keeping pets out of the bedroom and off furniture. If possible, pets should be bathed frequently.
  • Keeping the humidity in the air in your home between 30% and 50% can help asthma symptoms. To do this one can use humidifiers like those by Philips.

For more information on asthma or the triggers that may affect it, speak to a health care professional.

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