1. Marketing Secrets of
Successful Entrepreneurs
Pampanga Negosem June 2010
Ardy Roberto
Co-Founder, Salt & Light Ventures, Inc
Inspire Leadership Consultancy, Inc.
Entrep10 Awardee,
Microsoft Most Inspiring Entrepreneur
Co-Columnist, Philippine Daily Inquirer’s MarketingRx
Author, S4, Heart of Healing, Buhay na Hindi Bitin
www.saltandlight.ph

2. + The Relevance of Marketing
+ Marketing Mindset
+ Basics of Marketing

3. Bebot: “Pangarap ko to earn
P250,000 a month – like my Papa!”
Tata: “Wow! You’re Papa is making
P250,000 a month?”
Bebot: Ah, hindi pangarap din niya
kumita ng P250,000 a month”

4. Who would like to have lots of
money?

5. Exercise:
Define money
“What is money?”

6. “How do you make money if you
don’t know or can’t define what
money is?”

7. Money is simply…
-A medium (or unit) that can be
exchanged for goods and service;
-Measure of value

8. Q: Now that you know what money is
and it's definition,
how do you get a million pesos or a
million units of money?

9. Answer:
Find a customer willing to exchange his
million units of money for your product
or service that he/she thinks is valued
at or worth his million units of money.

10. In other words provide a million units worth
of service or product (that will solve a
problem/frustration, or fill or supply a need
or want ) and you'll make a million units of
money -- whether it is in pesos, dollars, etc.
OkaY, SIMPLE LANG DIBA?
So, now everybody! Make your one million
units of money! Go! …

11. What's the problem?
You need to find someone -- or in business
terms -- a customer who will give you one
million units of money for that product or
service of yours.
Ah.. how do you find or reach and
“convince” that someone -- that customer?
A: MARKETING!

12. Now let’s learn marketing!
Whatever position or business you
are in, you will need to learn
marketing

13. EVERY FRIDAY – PHIL DAILY INQUIRER
BUSINESS SECTION
1

14. Philip Kotler with Dr Ned Roberto

15. How Salt & Light Ventures became
#1 niche seminar producer and
promoter
We started small
and dreamed BIG

16. Start up: Salt & Light Ventures 2000
How do I grow
this business?

17. Start small: 15 to 50
people workshops
How do I grow
this business?

18. Then… 100 to 250 people
seminars

19. Then… 300 to
500 to 1,000
people
conferences

20. Okay – let’s go! Think BIG:
Araneta Coliseum and PICC

21. 10 years after the “most successful failure” concert
business in CDO…a seminar with 14,000 people!

22. PICC: 4,000 people
Total for 2 days: 18,000 people

23. My “Miracle” Patient @ Sea of Galilee
Miracle:
From bankrupt to giving
www.saltandlight.ph
back

24. “Everyone wants success, but most
people lack two very important
qualities:
persistence
and
patience.”
- Denis Waitley

25. Who is involved in
marketing?
www.saltandlight.ph

26. Who is involved in
marketing?
a. The President/CEO/GM
b. The marketing manager
c. The receptionist
d. The messenger
e. The finance dept
www.saltandlight.ph

27. Everyone should be involved
in marketing.
Your enterprise should have a
marketing mindset!
www.saltandlight.ph

28. Everyone who has potential
contact with the customer
has a marketing impact
www.saltandlight.ph

29. A - Basic concepts :
marketing mix (4ps)
B – Practical advice on how
to reach market at little cost
www.saltandlight.ph

30. Basics of marketing.
4 Ps of marketing
1 - Product
2 - Pricing
3- Promotions (A&P) – using Guerrilla Mktg
4- Place (distribution)
www.saltandlight.ph

31. What is your PRODUCT or service?
-Describe it in 1 or 2 sentences
(for those who are employed, you are your
own product)
-Who is your market?
-Why would your market want to buy
your product? (Motivation?)
-What problem does it solve better than
competition? What benefits does it
provide?
www.saltandlight.ph

32. HOW will your customers buy your
PRODUCT or service?
-How often? (frequency –
daily/weekly/monthly/lifetime?)
-How many will they buy at a time?
(quantity) – Container load? Bulk,
individual, sachet/tingi
-How much will they be willing to pay for
your product? (cheaper/same/more)
www.saltandlight.ph

33. WHERE will your customers come from?
-MACRO
-International / Philippines?
-By province, Key Cities, etc?
-WWW (internet) ?
-MICRO
-Inside mall, food court, schools, offices?
-Facebook, Multiply, Friendster, Google?
www.saltandlight.ph

34. www.saltandlight.ph

35. • Started 1894 • Bata Kenya
• Czechoslovakia • Now with over 80
• Tomas Bata stores in Kenya, leading
• Now: 50 countries, retailer
Production: 26
countries
• Has sold over 14 billion
pairs of shoes
• 1939 - Bata Shoe Co,
Kenya

36. Bata Kenya lesson:
“Uy wala pang _____
sa _______. “

38. China job fair

39. Product
Differentiate or Die!
- Al Ries
www.saltandlight.ph

40. 
“But everything that has been invented
has been invented already!”

41. 
“DIFFERENTIATE = COPYING
(with a slight difference)”
- Dean Pax Lapid

42. HOW TO DIFFERENTIATE?
MODIFY
-SHAPE – Maggoo’s Pizza (Square not round)
-FORM – C2 (iced tea in pet bottle)
-MAGNIFY
-Enlarge (LCD TVs), Monster Burgers
-MINIFY
- Cars (Chery), Netbooks, Apple (iPod
mini, iPad)
-SUBSTITUTE
-Electric bikes, Human Nature (organic)
www.saltandlight.ph

43. Al Ries’
22 Immutable Laws of Marketing:
#2 -The Law of the Category
“If you can’t be first in a category, change
the nature of the category or set up a new
category you can be first in.”

44. * Annual World Wife Carrying Contest
(Sonkajarvi, Finland)
1st in new category:
Wife Carrying Content Category
Tourism market targeted at families looking at a
different kind of experience

45. * Annual World Wife Carrying Contest (Sonkajarvi, Finland)
July 3-4, 2010

46. * Annual World Wife Carrying Contest (Sonkajarvi, Finland)
July 3-4, 2010

47. * Annual World Wife Carrying Contest
(Sonkajarvi, Finland) - July 3-4, 2010

48. * Annual World Wife Carrying Contest
(Sonkajarvi, Finland)
Grand Prize:
Beer (equivalent to your weight) + “Fun”

49. * Annual World Wife Carrying Contest
(Sonkajarvi, Finland)
Result of marketing genius:
local economy turned around.
Contest generates over US$250 in
estimated economic benefits to the small
town of Sonkajarvi

50. What’s next? After Wife Carrying
Contest… what other category can
we be first in?

51. * Annual Husband Dragging Contest!

52. * Annual Husband Dragging Contest!

53. * Breadtalk (Singapore)
1st in new category:
Experiential buying of bread.

54. * Breadtalk (Singapore)
1st in new category:
Experiential buying of bread.
“Cute bread”

55. * Breadtalk (Singapore)
Started in 2000 by George Quek when he was 46
Today does $123M in sales
30+ different countries
Experiential buying of bread.

56. Insect Inter (Thailand).
#1 in Insect-fastfood category

57. Insect Inter (Thailand).
Differentiators:
- Serves hygenic insects
-organically grown, grown and
harvested in a no pesticide-field
- located in supermarkets/malls vs side
walks
-Menu :
-Crispy Crickets, Deep Fried coco-
worms, Grasshopper salad
Cricket tempura

58. Insect Inter (Thailand).
#1 in Insect-fastfood category
Slogan:
“Never
mind the
look, it
tastes
great“
founder – Satapol
Polprapas

59. Insect Inter (Thailand)
RESULT
60+ outlets
Over 15M
Baht in
sales @ year
100 new
franchisees

60. Insect Inter (Thailand)
"I have absolutely no doubt that our crispy,
crunchy crickets will replace popcorn as a
favourite snack in cinemas“
- Mr Satapol Polprapas, InsectInter Founder, 29 yrs old
(started with just P160 investment)

61. All-you-can-eat Rice in Mang Inasal

62. Category:
First and #1 in
Budget Chicken Inasal with Unlimited Rice
Founder: Edgar Injap Sia
Iloilo City (2003)
Now over 150 stores
Entrep10 Awardee in 2009

63. www.saltandlight.ph

64. …BUT WILL THE MARKET WANT to buy
your new product? Will there be a
demand for it?
Invention (no or little market)
Innovation (market demand larger
than supply; e.g. iPad)
www.saltandlight.ph

65. www.saltandlight.ph

66. Read Part 2:
Mastering Opportunities
To get ideas
Stories of ...
Splash – Hortaleza
Buhi Worldwide – Live
Fish
Binalot – Rommel Juan
www.saltandlight.ph

67. Ways to expand
your market
What was Listerine
originally for?
www.saltandlight.ph

68. Ways to expand
your market
What was Listerine
originally for?
www.saltandlight.ph

69. Ways to expand
your market
1. Find a new use
for your product –
Ad in 1952
e.g. Listerine can
also cure dandruff
by washing hair 2x
a day…
www.saltandlight.ph

70. Ways to expand
your market
Then was finally
launched as cure
for “Halitosis”
www.saltandlight.ph

71. Targeted executives
and salesmen who
talked a lot.
Result: revived
“old-dead” product
www.saltandlight.ph

72. Targeted executives
and salesmen who
talked a lot.
www.saltandlight.ph

73. Result:
revived “old-dead” product
Q: What “new” use can you
come up with your product?
www.saltandlight.ph

74. PROMOTIONS
Advertising
PR / Publicity
“How do you communicate your
USP or brand positioning—without
the big budgets of MNCs?”
www.saltandlight.ph

75. PROMOTIONS
How will your chosen market
become aware of your product
or service?
www.saltandlight.ph

76. PROMOTIONS
Awareness => share of mind =>
market share
www.saltandlight.ph

77. PROMOTIONS
Traditional media?
-Radio
-TV
-Print
www.saltandlight.ph

78. PROMOTIONS
Digital
marketing
New “tri-media”
www.saltandlight.ph

79. PROMOTIONS
Digital
marketing
tri-media
www.saltandlight.ph

80. PROMOTIONS
Anton Diaz used FB to promote
– Ultimate Taste Test event
- Over 1,000 people responded and bought
tickets
www.saltandlight.ph

81. OR USE Guerrilla Marketing! Low cost…

82. PROMOTIONS
– Guerrilla Marketing
Guerrilla Marketing
Definition: An unconventional, low-cost way of performing
marketing activities.
+uses a combination of cheap or free unconventional,
non-traditional media or traditional media purchased or
negotiated via barter or ex-deal
+invest time, energy, imagination and knowledge instead
+profits, not sales, as the main yardstick.
ARE YOU USING GUERRILLA MARKETING TACTICS?
.

83. Guerrilla Marketing was coined and defined by Jay Conrad
Levinson in his 1983 book Guerrilla Marketing. The term has since
entered the popular vocabulary and marketing textbooks. Over 14
million copies sold worldwide (best-selling marketing series).
Translated in over 1 dozen languages.

84. GUERRILLA MARKETING
Over 200 low cost/free Guerrilla Marketing
Weapons. Here are my 5 favorites

85. GUERRILLA MARKETING Weapons
Check list [ ]
Q? – How many of these weapons are you
using in your business?

86. Weapon #1:
[ ] Database / list
[ ] A list of customers with relevant data.
[ ] Purpose – to communicate relevant offers
“It is 6 x more expensive to sell to a new prospect
than to an old customer.”

87. How do you start a
database of customers?
1. Registrations –
e.g. Hotel – upon checking in
2. During Ordering – Pizza chain (Yellow Cab – keeps your info
to avoid repetition; customer convenience)
3. Get business cards – use business card reader to encode
(restaurants use fishbowl for raffles)
4. Warranty cards, invoices, receipts, raffle entries, webstie, etc
…then encode and organize it. No need for IT guy. Even admin
or sec can do it. Very low cost!

89. Do you have Guerrilla
Weapon #1:
Database/List?
[ ] Yes
[ ] No/Not yet

90. Guerrilla Weapon # 2:
[ ] Email
“Sending product information and
regular updates is a customer
service.”
– Drayton Bird

91. By the way…
What to say?
The truth!

92. Do you agree with
this book’s title?

93. But what is a marketer?
According to Godin.
A marketer is a story teller.
The best marketers know how to tell
a story.

94. Create “little stories”, anecdotes, how you
started-- that other people will talk about…

95. “Successful marketers don’t talk about
features or even benefits. Instead, they tell
a story.
A story we want to
believe.”
– Seth Godin
107

96. Consumers will be able to tell if and when
you are not telling the truth / lie.
E.g. A property developer in
the south says:
“It’s only 15 minutes away from
Makati”
108

97. Guerrilla Weapon # 2:
[ ] Email
“Sending product information and
regular updates is a customer
service.”
– Drayton Bird

98. Instead of attachments – send html emailers
117

99. 118

100. 119

101. 121

102. Guerrilla Weapon # 3:
[ ] Mobile marketing
SMS Blast
Text coupons
Blue tooth /
GPRS marketing

103. Guerrilla Weapon # 3 Mobile marketing
Advantages:
1. 1. Personal and Deliverable- Celphone is
almost always with the person
2. 2. Inexpensive (vs. Printed
coupons/brochures) e.g. P.70 via Globe
TxtConnect
3. 3. Higher response rates (see CH8 of
MarketingRx for Entrepreneurs) 10-30% vs
1-2% for email or direct mail.

104. Guerrilla Weapon # 3 Mobile marketing
Sample SMS marketing plan:
1. 1. Build Celphone list of customers
2. 2. Create your offer (free or discount/sale)
and keep within 160 characters
3. 3. Launch! (Timing: e.g. If Resto, send
between 11.30am and 12noon or 5-6pm)
4. 4. Measure. Track down responses and do
ROI.

105. SINGAPORE GOV’T CAMPAIGN
•Singapore Govt
–WHO declared Singapore
SARS Free
•Objectives
–SMS info campaign to
disseminate good news
–SARS free party invite
130

106. GOSSARD LINGERIE : G-STRING
Promote Gossard G-string
• Build Opt-in Dbase
• Name and address for
questionnaire
• Text in slogan and get
£1 OFF voucher
GET JUST WHAT YOU WANT
25,000 texted for
Voucher
62% info dbase
131

107. NIKE Sponsored NBA News
• NIKE could sponsor Sports News
• Advertisement thru Mobile Media
• Main Objectives:
 Target Bulls-Eye NBA Sports
Fans
 Value-for-Money Ad Spend
 Drive Sales thru periodic
promotional activities
MIAMI HEAT RETIRE
JORDAN'S No. 23
Michael Jordan showd
little emotion as he
stared @ a hilight
video of hs career on d
giant tv screen. He
watchd d hi-flying,
132

108. HMO/Doctor’s Clinic
• Utilize SMS to send reminders to
patients on their next doctor appt

114. Help Heal With words of HOPE
www.saltandlight.ph

115. FREE! Text your name, company,
comment/s and email address to me:
+0920-9519618
Get FREE copy of this presentation.
+ First 21 who text also get FREE copy
(Send text only
after my presentation.)
22nd texter onwards gets free ebook

116. Are you using Guerrilla
Weapon #3: SMS/Mobile
Marketing?
[ ] Yes
[ ] No/Not yet

117. Guerrilla Weapon # 4:
[ ] Direct Mail
Cases:
Tom Peters Seminar

118. Guerrilla marketing direct mailer to CEOs
• DM - Mailer to CEOs
of top corporations
• Had to be more than
just a brochure or an
ordinary invite
• Cost: +- P350 per
mailer - handmade
• Paid 
• Delivered in DHL box
(sponsored) 

119. Result: Full house on event day

120. Results of Straightjacket mailer
• Got through the
gate keepers
• Sold P22,000 seats
to target crowd of
CEOs
• Received “aliw”
calls from CEOs
(except banker
CEOs)
• Awards: Best
Creative work in
DMAsia, and Best
use of Medium
iCongress
Jajo Quintos, CEO, IBM, Joey Cuisia, CEO, Philam, Tessie
Sy Coson, CEO/COO, SM, Fernando Zobel, Ayala Corp.
Etc.

122. Case Study:
BCD Pinpoint - Philippine Animal Welfare Society
• Key Challenge: using
as little cash as
possible, raise funds
for PAWS to save
stray dogs (in a
country where
people catch dogs to
eat them).
• Results:
– 55% response from the mail-out
– donations amounting to US$
3,220
– ROI of 26,833.33%

123. Are you using Guerrilla
Weapon #4: Direct Mail?
[ ] Yes
[ ] No/Not yet

124. Guerrilla Weapon # 5:
[ ] Barter/ Ex-deal
Barter = big savings on
marketing budget
Case study:
John Maxwell Leadership Summit

125. Guerrila Marketing case study
Results:
Araneta
• 14,000+

126. PICC
4,000 people
Total for 2
days:
18,000 people
vs target of
11,500

127. Are you using Guerrilla
Weapon #5:
Barter/Ex-Deal?
[ ] Yes
[ ] No/Not yet

128. PRICING
Pricing is a marketing strategy
How do you price your products or services?
A. Charge what we can get away with (or cost +
maximum profit) -- or
B. Find out what the market can afford and
work back...
www.saltandlight.ph

129. PRICING
Overview:
+ Case: Ford Model T, Cebu Pacific, Lucky Me!
- Case: TV Shopping experience
(+Packaging, +Promotions)
Marketing by the Book (c) Ardy Roberto
158
2008

130. Lucky Me!
• At P3.50 to P5.00 has become staple
in homes across SEC markets A-E.
• DE market rely on it as daily
sustenance
• Monde Nissin has not increased price
in 4 years although price of wheat
has increased by 200%
• Owner feels social responsibility to
keep price low
Marketing by the Book (c) Ardy Roberto
159
2008

131. Best practice in CSR pricing: Ford
“Set the price where the market
wants it. Then let those in
purchasing, finance and
manufacturing manage costs so
that you can sell at the price
that the market wants.”
~ Henry Ford Model T Prices
1909
Result:
Model T democratized car ownership from
:US$1850;
1909-1927 (more than 15 million cars 1913: $550,
sold!) 1915: $440
Marketing by the Book (c) Ardy Roberto
160
2008

132. "I will build a car for the great multitude. It
will be large enough for the family, but small
enough for the individual to run and care for.
It will be constructed of the best materials,
by the best men to be hired, after the
simplest designs that modern engineering
can devise.
But it will be low in price that no man making
a good salary will be unable to own one--and
enjoy with his family the blessing of hours of
pleasure in God's great open spaces.“
- Henry Ford in 1908/9 (Source: Wikipedia)
Marketing by the Book (c) Ardy Roberto
161
2008

133. Case study:
Cebu Pacific’s P1
price promos
Democratization
of air travel in
Philippines
through socially
responsible
pricing
“Now every Juan
can fly”
Marketing by the Book (c) Ardy Roberto
162
2008

134. Wine menu at a Greenbelt2 restaurant
2002 Crane Lake Merlot : P1,200
2000 Chateau Mouton Rothschild: P84,380
(marketed as the ‘wine of the century’)
1997 Harlan Estate Cabernet: P138,094
1996 Screaming Eagle Cabernet: P195,705

135. Space travel.
Virgin Air. Richard Branson is going into space
tourism.
Ticket price: US$20M++
Why would someone pay US$20M++ to go into space
or around the milky way?

136. Formula of short-sighted entrepreneur
out for quick bucks
S=PxQ
Sales = Price x Quantity
Formula of long-sighted entrepreneur
out for quick bucks
S=PxQxF
Sales = Price x Quantity x Frequency
Marketing by the Book (c) Ardy Roberto
168
2008

137. WHAT’S THE KEY?
Sales = Price x Quantity x Frequency
FREQUENCY!
Repeat Customers - Sukis!
(or else you keep on looking for new
customers to replace those who tried and
gave up on you…)
Marketing by the Book (c) Ardy Roberto
169
2008

138. PLACE
Distribution
“Where can your product be found
or bought?”
www.saltandlight.ph

139. PLACE:
Alternative distribution
channels – Direct Selling
Case Study: Mundo Cristao
Brazil
www.saltandlight.ph

140. www.saltandlight.ph

141. “Thanks to the creative marketing of Mundo
Cristao publishers (MC), Brazilian women are
ordering their cosmetics and quality Christian
books and Bibles all via the Avon catalog. In
only two years, women have
purchased more than 1.2 million
MC books and bibles via Avon.”
"Go where the readers are," exhorted
Claudinei Franzini, marketing director of MC
www.saltandlight.ph

142. E-store / E-commerce
Multiply is used by
over 30,000 SMEs
in the Philippines
www.saltandlight.ph

143. Place : Are you found online yet?
Edwin Pages
story:
from
beerhouse
business to
Online real
estate
magnate

144. -Edwin Pages

145. Fresh Direct:
New York City
online grocer
does US$215M
in sales per
year!
www.saltandlight.ph

146. Bring the store to your customers (OAP)
www.saltandlight.ph

147. PERSISTENCE
“Matira matibay...”
How is your Adversity Quotient?
www.saltandlight.ph

148. Exciting Times
Crisis, Cry-sis.
Syn. – Adventure
Adventurer, French
= Entrepreneur!
Guerrilla entrepreneurs learn and earn from
these crises, problems and adventures!

149. Adventures/crises develop
your AQ
Adversity Quotient.
Gives you stories to share

150. An AQ Story / Adventure
Early 90s - 2X Swindled…
Mid 90s - Bankrupt…
2000 - Almost lost wife to lupus (almost
widower) ; went bankrupt again
AQ Developed:
2001 > Started 4 different businesses
Recognized as 1 of EntrepTop10 in ’06*
Enjoying new adventures…

151. “Everyone wants success, but most
people lack two very important
qualities:
persistence
and
patience.”
- Denis Waitley

152. PRAYER
Many are the plans in a man’s
heart but it’s the Lord’s purpose
that prevails...
www.saltandlight.ph

153. “God has a purpose behind
every problem. …He uses
circumstances to
develop our character.”
- Rick Warren, The Purpose Driven Life

154. Salamat!
From the
Roberto
family.
+0920-9519618
ardy@saltandlight.ph
www.Saltandlight.ph
www.saltandlight.ph