The Marketing Girl’s Christmas Gift...

Dec 17, 2012 by

Control is one of the key factors to the success of a marketing campaign or program.  The marketer loses control, the project goes to pieces.  As a result, many marketers end up as control freaks. “You should be in control of the project” is one of those ominous statements I dread hearing from any CEO.  That usually precedes the coming of the Four Horsemen of the Apocalypse.  When a CEO tells me that, it means a project has gone awry somewhere.  Worse, it has become an unholy mess.  If I want to survive the Spanish Inquisition, I better know exactly what caused it to disintegrate before the CEO even calls for me. “What will you do about it?” is the question that triggers nightmares and seizures in even the most hardened marketer.   Unfortunately, in...

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Top 5 Advices for Marketing Newbies...

Jun 11, 2012 by

A cousin who calls me Obi Wan (I know, I know) and is about to join the marketing world asked me this:  “What are your top 5 advices for a marketing newbie?” The question made me recall my own Marketing Jedi-In-Training days.  Those were not happy days.  At all.  My memory recounts endless tears, utter confusion and an almost paralyzing fear that I was really born devoid of a brain. Back then (Sigh! This sentence beginning always makes me feel as old as Yoda), marketing was the career of the desperate.  When you’re a fresh college graduate and jobless, you take a marketing job until something better and serious comes along.  Like accountancy. And so it was that I found myself signing that first employment contract with much relief.  Never mind that I have...

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Anybody Who Pays?

Feb 1, 2012 by

I was having a lovely lunch with some business colleagues when the talk veered to someone’s new business. Me:  “So, who’s your target market for it?” Businessman:  “Anybody who pays!” WEH?! In the Jurassic Era, “anybody who pays” is an excellent marketing strategy.  What do dinosaurs know about marketing anyway?  All they care about is not being devoured by the T-Rex. In the 21st century, however, there is no “anybody who pays.”  If your marketing director is dispensing that sage advice, you should fire him.  Immediately.  If you continue listening to that drivel, you will be devoured by the modern day T-Rex – your competition. I don’t need to tell you how saturated the market is with every product and service known to man and fungi.  There are products and services whose purpose in...

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Reputation in the Era of YouTube...

Aug 24, 2011 by

Depending on where you’re standing, YouTube can be manna from heaven or the work of the devil. Many a successful career has been built on YouTube.  Filipina singer Charice Pempengco’s meteoric rise to international stardom is one proof.  It was YouTube that brought her to the attention of Ellen Degeneres and, eventually, Oprah.  Therefore, fear not, stage mamas.  There is hope for your child prodigy.  Simply wire every nook and cranny of your house to a CCTV camera so you can capture precious moments of your 6-month-old diaper-clad darling dancing to Single Ladies.  Hail the next Beyonce Knowles! To qualify as an expert these days, one must upload videos.  Ergo, the mad rush by every CEO, COO, CFO, consultant, marketer, expert, guru and entrepreneur to YouTube.  In case you have not noticed, every person...

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The Pied Piper Syndrome in Social Media...

Jul 27, 2011 by

Social media experts proclaim something or someone is brilliant or amazing (Cue in Bruno Mars!) and we all chime in to agree enthusiastically.  God forbid you do not agree with the social media gurus.  Spell dead career.  Or, worse, vicious attacks from their acolytes for daring to disagree with the founding fathers and mothers of social media.  Have you ever tried to disagree with their articles?  You have?  In that case, I certainly hope you’re in the witness protection program. Like any other marketing professional – OF COURSE, I read them.  Most of the time, I nod my head in agreement.  But there are just times that I cannot agree with what is being posted.  Those rare moments when I wonder if they wrote their posts while under the influence of too many glazed...

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Do Love Triangles Really Exist?...

Apr 5, 2011 by

I spent the weekend watching videos of Princess Diana and Prince Charles.  For my trouble, I ended up with a monstrous migraine. Their story reminded me once again that people love for reasons that have nothing to do with beauty, glamour, power or success.  The world may perceive you as the ugliest duckling ever.  Yet, in the eyes of the right man, you are beautiful and fascinating beyond belief.  By the same token, you can be Miss Universe and Albert Einstein rolled into one but, with the wrong man, you’re just another annoying chit. More than that, though, their story reminded me of how judgmental we can be of others and of issues that we know nothing about. Maybe I’m naïve but I don’t think anyone sets out to be a cheating husband, scorned...

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You Have .. Snail Mail!

Mar 17, 2011 by

I miss receiving snail mail.  The only snail mail I get these days are my bills and that, I definitely do not miss. There was a time when the sight of an approaching postman would fill me with excitement.  Today, I am filled with dread whenever I see my postman.  He never brings anything good anymore.  Just bills, bills and more bills.  Whatever happened to the days when the arrival of a postman heralded a love letter?  Or a card from a friend?  Letters from mom or dad? Email has sucked the romance out of mails. Would you believe that the last greeting card I received via snail mail was 17 years ago?  Yep, those should now be on display at the Smithsonian.  The last time my mom sent me a birthday card was...

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International Women’s Day: How Will You Thank Yourself?...

Mar 8, 2011 by

Today, women from all over the globe, will join in solidarity to celebrate International Women’s Day. Too often it is expected, from our families to our work colleagues to our friends, that we, as women, will put ourselves second. Funny thing is even our girlfriends often assume that as well. On March 8th, as we celebrate the women of the world, our Gf author, Sunny Cervantes, reminds us that we should celebrate ourselves as well. As Sunny put it, “Since it’s a day to honor women, why can’t we say thank you to ourselves?” Why not?! Some of our Girlfriends share a few ideas on what they will thank themselves for and how they will make themselves feel extra special on International Women’s Day .. and through out the year. For having the determination...

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Unapologetically Single At 40

Feb 13, 2011 by

There was an article I read about how annoying it is to be constantly harassed as to why one is still single.  I share that annoyance.  It even gets more annoying when people point out that you’re 40 AND still single.  As if being single at 40 is some dreadful contagious disease or a crime against humanity. I do not feel the urge to get married.  Yet.  Maybe, it’s too much Oprah watching.  But there is no siren’s call that is seducing me to the state of happy matrimony. That is not to say, however, I do not dream of weddings.  I do.  In terms of a fabulous gown, an astounding cake and that exciting walk down a preferably loooong aisle.  The better to show off my gown, of course.  I’m not supermodel material...

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