Sunday, March 1, 2009

Games marketers play: What's the diff?

by Ronald Jabal

Once in a while, marketers exchange banters even amid shrinking market share and changing consumer behaviors. And when they do, without the hearing distance of their uptight bosses, they dazzle each other with their knowledge of, what else, Marketing and the differences between PR, advertising etc.

Freeing themselves of their neckties, rolling up their sleeves and washing off make ups, they engage in "mas magaling ang lolo ko dyan" antics.

One night after attending a briefing on the current state of consumer preferences in the light of global recessions, the Chief Marketer of a global brand stood up and requested his colleagues to play "What's the diff" instructing participants to guess the type (s) of marketing technique being employed in a given scenario. And here is how the the game was played.


"You're a man and you see a gorgeous lady at a party. You go up to her and say, "I'm fantastic in bed,".

The Chief Marketer (CM) asked. "What type of marketing technique is that?" When no one could answer, CM said, it's called "Direct Marketing".

And this was how the quiz was played.

You're at a party with a bunch of friends and see a gorgeous lady. One of your friends goes up to her and pointing at you says, "He's fantastic in bed".

Answer: Advertising

You see a gorgeous lady at a party. You go up to her and get her telephone number. The next day you call and say, "Hi, I'm fantastic in bed".

Answer: Telemarketing

You're at a party and see a gorgeous lady. You get up and straighten your tie. You walk up to her and pour her a drink and then say, "By the way, I'm fantastic in bed”.

Answer: Public Relations

You're at a party and see a gorgeous lady. She walks up to you and says, "I hear you're fantastic in bed".

Answer: Branding


You're at a party and see a gorgeous lady. You talk her into going home with your friend

Answer: Sales Rep


Your friend can't satisfy her so he calls you

Answer: Technical Support

You're on your way to a party when you realize that there could be gorgeous ladies in all these houses you're passing. So you climb onto the roof of one situated toward the center and shout at the top of your lungs, "I'm fantastic in bed!"

Answer: JUNK MAIL


While the above piece appears frivolous, there is some granules of truth in every situation. Before I am cruficied by well-meaning marketing geniuses, let me offer some thoughts:

Marketing matches products and/or services to customer needs.

Advertising creates and places paid media messages.

Public relations builds mutually-beneficial associations with publics.

The best scenario for every marketer, however, is when he understands all three of these disciplines and uses them to support his overall branding efforts.