1 00:00:00,000 --> 00:00:14,640 Welcome to Students Incorporated, a podcast exploring the topics of business, education, 2 00:00:14,640 --> 00:00:16,200 technology and design. 3 00:00:16,200 --> 00:00:17,640 I'm your host, Mr. Jason. 4 00:00:17,640 --> 00:00:24,000 Join me weekly as my team and I produce content that's informative, positive, fun and uplifting. 5 00:00:24,000 --> 00:00:28,440 Episodes include student conversations, interviews with thought leaders and inspirational stories 6 00:00:28,440 --> 00:00:30,060 with an international flavor. 7 00:00:30,060 --> 00:00:34,000 This podcast is created and produced with the help of students from the International 8 00:00:34,000 --> 00:00:38,200 Community School of Bangkok. 9 00:00:38,200 --> 00:00:43,240 In today's episode, we welcome Mrs. Anisha, an experienced marketing professional with 10 00:00:43,240 --> 00:00:45,400 almost 20 years of experience. 11 00:00:45,400 --> 00:00:50,500 Having learned the ins and outs of the industry from the ground up at places like Leo Burnett 12 00:00:50,500 --> 00:00:51,500 and others. 13 00:00:51,500 --> 00:00:54,680 We also welcome a guest student co-host named Highlight. 14 00:00:54,680 --> 00:00:59,760 Premi joins us as our other student co-host, stay tuned as we get into some exciting and 15 00:00:59,760 --> 00:01:04,800 inspirational discussions about life journeys, what it takes to make it and of course some 16 00:01:04,800 --> 00:01:06,560 marketing 101 tips. 17 00:01:06,560 --> 00:01:10,240 But before we jump into our first segment, let's hear our quote of the day and get some 18 00:01:10,240 --> 00:01:11,240 headline news. 19 00:01:11,240 --> 00:01:14,120 Our quote of the day comes from US President Abraham Lincoln. 20 00:01:14,120 --> 00:01:16,920 He said, the best way to predict the future is to create it. 21 00:01:16,920 --> 00:01:20,760 This quote emphasizes the importance of having determination and persistence when it comes 22 00:01:20,760 --> 00:01:22,400 to making your dreams a reality. 23 00:01:22,400 --> 00:01:27,120 A reality that you are creating a future you want and not just dreaming about and now onto 24 00:01:27,120 --> 00:01:28,320 some marketing news. 25 00:01:28,320 --> 00:01:32,000 Our first marketing news headline comes from the great city of London. 26 00:01:32,000 --> 00:01:36,400 If you want to learn about marketing, then why not attend the Festival of Marketing? 27 00:01:36,400 --> 00:01:40,840 This event is called the Unmissable Marketing Event of the Year. 28 00:01:40,840 --> 00:01:44,640 However, tickets have already sold out, so it looks like many of us will miss it. 29 00:01:44,640 --> 00:01:49,280 According to their website, the Festival of Marketing is an event hosted by Marketing 30 00:01:49,280 --> 00:01:53,200 Week and brings together experts in marketing from around the world. 31 00:01:53,200 --> 00:01:58,080 Even though tickets for the 2023 event have sold out, rest assured, next year's Festival 32 00:01:58,080 --> 00:02:00,360 of Marketing will be bigger and better. 33 00:02:00,360 --> 00:02:05,680 I've got to believe so since some of the event's partners are TikTok, HubSpot, Vimeo, 34 00:02:05,680 --> 00:02:07,880 Salesforce, Nielsen and Amazon. 35 00:02:07,880 --> 00:02:09,840 And here's some more news from the UK. 36 00:02:09,840 --> 00:02:16,780 Due to a stagnant economy in the UK, ITV streaming network, ITVX, has seen a loss in its viewership 37 00:02:16,780 --> 00:02:18,000 in advertisers. 38 00:02:18,000 --> 00:02:22,240 While the losses have not been significant, it does underscore a shift in the optimism 39 00:02:22,240 --> 00:02:25,680 that ITV's CEO displayed back in July. 40 00:02:25,680 --> 00:02:30,440 It also was a symptom of the less favorable economic outlook in the UK during the second 41 00:02:30,440 --> 00:02:31,840 half of 2023. 42 00:02:31,840 --> 00:02:36,800 ITV's advertising efforts to try to boost their viewership have been successful but 43 00:02:36,800 --> 00:02:41,160 not enough to bring more attention to the television network's linear channels, which 44 00:02:41,160 --> 00:02:44,960 is a cause for concern for ITV's marketing team. 45 00:02:44,960 --> 00:02:49,880 And finally, another event focused on marketing and advertising will be happening in New York 46 00:02:49,880 --> 00:02:55,440 City October 15th through October 19th and it's called the Advertising Week New York. 47 00:02:55,440 --> 00:03:00,960 Similar to the Festival of Marketing, Advertising Week will host a multitude of events and speakers 48 00:03:00,960 --> 00:03:02,360 with plenty of time to network. 49 00:03:02,360 --> 00:03:05,560 It will be located at Penn District in New York City. 50 00:03:05,560 --> 00:03:11,560 With over 600 speakers present and more than 1,200 attendings, the conference is designated 51 00:03:11,560 --> 00:03:17,480 to inspire ideas, promote innovation, and build and strengthen new and old connections. 52 00:03:17,480 --> 00:03:21,520 Attendees can choose from over 400 different sessions and will have access to marketing 53 00:03:21,520 --> 00:03:23,880 professionals for advice and networking. 54 00:03:23,880 --> 00:03:29,000 And that ends our marketing news for this segment. 55 00:03:29,000 --> 00:03:33,280 If marketing is your industry or you've got interest in marketing, there are plenty of 56 00:03:33,280 --> 00:03:37,160 opportunities both offline and online to get connected. 57 00:03:37,160 --> 00:03:41,520 Now moving into our first segment, I'm excited to kick off this segment with Mrs. Anisha 58 00:03:41,520 --> 00:03:44,480 Premi, go ahead and get us started. 59 00:03:44,480 --> 00:03:46,120 Welcome to the show, Mrs. Anisha. 60 00:03:46,120 --> 00:03:49,800 Could you introduce yourself and then tell us a little bit about what you do? 61 00:03:49,800 --> 00:03:50,800 Sure. 62 00:03:50,800 --> 00:03:51,800 So my name is Anisha. 63 00:03:51,800 --> 00:03:55,880 As you said, I'm a marketing strategist and consultant. 64 00:03:55,880 --> 00:04:00,940 So basically what that means is I help come up with the strategy for different brands 65 00:04:00,940 --> 00:04:05,680 and I help consult different brands on how they should do their marketing, how they should 66 00:04:05,680 --> 00:04:09,720 plan it, how they should execute it, what tools they should use, what channels they 67 00:04:09,720 --> 00:04:13,320 should use, things like that to achieve their business goals. 68 00:04:13,320 --> 00:04:14,320 Thank you so much. 69 00:04:14,320 --> 00:04:16,000 And thank you so much for joining us. 70 00:04:16,000 --> 00:04:17,800 Oh, my pleasure. 71 00:04:17,800 --> 00:04:21,760 And can you share a bit about your educational background and then what influenced your decision 72 00:04:21,760 --> 00:04:24,320 to pursue a career in marketing? 73 00:04:24,320 --> 00:04:25,320 Okay. 74 00:04:25,320 --> 00:04:28,840 So my educational background is very similar to all of you. 75 00:04:28,840 --> 00:04:31,780 I went to an international school in Bangkok as well. 76 00:04:31,780 --> 00:04:36,840 And then I went to school at Clark University, which is close to Boston and Massachusetts 77 00:04:36,840 --> 00:04:38,920 in the U.S. 78 00:04:38,920 --> 00:04:48,080 When I came back, my initial decision in life was not to be in marketing at all. 79 00:04:48,080 --> 00:04:49,280 But I went to school. 80 00:04:49,280 --> 00:04:52,080 So I come from a business background. 81 00:04:52,080 --> 00:04:54,380 My parents were entrepreneurs. 82 00:04:54,380 --> 00:04:59,040 I always had in my mind that I wanted to be an entrepreneur or I wanted to be, I wanted 83 00:04:59,040 --> 00:05:00,520 to grow some business. 84 00:05:00,520 --> 00:05:04,160 I just didn't know what big dreams, but no direction. 85 00:05:04,160 --> 00:05:06,160 Right? 86 00:05:06,160 --> 00:05:14,600 But when I came back to Thailand, my first job was in a big advertising agency. 87 00:05:14,600 --> 00:05:17,800 And that's what completely changed my life. 88 00:05:17,800 --> 00:05:22,200 I was very lucky because most people don't know what they want to do, even sometimes 89 00:05:22,200 --> 00:05:24,320 in their 40s and 50s. 90 00:05:24,320 --> 00:05:30,040 I found a spark and a passion very quickly in that first job that completely changed 91 00:05:30,040 --> 00:05:32,040 my direction. 92 00:05:32,040 --> 00:05:34,600 That sounds like one of your pivotal moments. 93 00:05:34,600 --> 00:05:35,600 Absolutely. 94 00:05:35,600 --> 00:05:37,800 We can get into later. 95 00:05:37,800 --> 00:05:46,880 I used to, a little bit about internships, I used to do a lot of internships in everything. 96 00:05:46,880 --> 00:05:48,920 So I used to be a photographer. 97 00:05:48,920 --> 00:05:51,040 I would do event coordinating. 98 00:05:51,040 --> 00:05:54,040 I would do all sorts of things. 99 00:05:54,040 --> 00:06:00,360 And it just gave me an opportunity to explore so many different avenues that showed me what 100 00:06:00,360 --> 00:06:03,120 I liked and what I didn't like. 101 00:06:03,120 --> 00:06:08,920 What would you call yourself as an opportunistic person who's always ready to explore? 102 00:06:08,920 --> 00:06:09,920 Absolutely. 103 00:06:09,920 --> 00:06:10,920 Absolutely. 104 00:06:10,920 --> 00:06:16,560 I don't think you should ever be in a position where you're offered something and you immediately 105 00:06:16,560 --> 00:06:18,220 say no. 106 00:06:18,220 --> 00:06:23,360 Even if you don't think you'll like it, especially at this age, like in high school, in college, 107 00:06:23,360 --> 00:06:24,960 do it anyway. 108 00:06:24,960 --> 00:06:28,440 Explore everything anyway. 109 00:06:28,440 --> 00:06:34,000 Even if the job seems so basic, so menial, like it doesn't matter. 110 00:06:34,000 --> 00:06:38,840 The key is to, and this is the key that I run life with, is to get rid of your ego and 111 00:06:38,840 --> 00:06:42,160 just try it first. 112 00:06:42,160 --> 00:06:52,200 That idea altogether got me to become a photographer in a musical magazine right out of, like while 113 00:06:52,200 --> 00:06:54,440 I was in college, right out of high school for summer. 114 00:06:54,440 --> 00:06:58,680 I was the official, I was one of the photographers for MTV magazine, which you guys probably 115 00:06:58,680 --> 00:07:02,920 don't know what that is in this day and age. 116 00:07:02,920 --> 00:07:04,720 But that just came from trying different things. 117 00:07:04,720 --> 00:07:07,000 Yeah, that sounds like an amazing mindset to me. 118 00:07:07,000 --> 00:07:12,240 So circling back to your internship opportunities a little, what was your first job or internship 119 00:07:12,240 --> 00:07:16,040 like and how did that experience shape your early career? 120 00:07:16,040 --> 00:07:19,880 So I started working my first jobs when I was in middle school. 121 00:07:19,880 --> 00:07:22,140 Ego is a good thing if it drives you to do things. 122 00:07:22,140 --> 00:07:26,760 I worked almost every summer because I always wanted to earn my own money. 123 00:07:26,760 --> 00:07:32,560 Don't get me wrong, I had, I grew up in a very, I was very lucky to grow in a very fortunate 124 00:07:32,560 --> 00:07:33,760 family just like you guys. 125 00:07:33,760 --> 00:07:38,220 I went to an international school, had a very good education, but I was also taught that 126 00:07:38,220 --> 00:07:41,540 you can have the lifestyle you want, you can build the life that you want, but you have 127 00:07:41,540 --> 00:07:42,540 to build it. 128 00:07:42,540 --> 00:07:43,820 You can't sit still. 129 00:07:43,820 --> 00:07:45,200 So I did everything. 130 00:07:45,200 --> 00:07:48,680 My first job ever was in telemarketing. 131 00:07:48,680 --> 00:07:54,200 I sat in the basement of a hotel picking up and making cold calls. 132 00:07:54,200 --> 00:07:55,200 I was very young. 133 00:07:55,200 --> 00:07:57,920 I was probably too young to take that job off. 134 00:07:57,920 --> 00:08:01,280 I won't say how old I was because they'll get in trouble. 135 00:08:01,280 --> 00:08:07,480 But I was very young and I did it anyway because I just, I wanted to do something. 136 00:08:07,480 --> 00:08:08,480 I wanted to learn. 137 00:08:08,480 --> 00:08:13,160 I wanted to just get my hands and my toes in different things. 138 00:08:13,160 --> 00:08:19,640 Wow, seems like before, prior to getting your, prior to getting into the marketing industry, 139 00:08:19,640 --> 00:08:22,280 you've dipped your toes in several pools, right? 140 00:08:22,280 --> 00:08:23,280 Yes. 141 00:08:23,280 --> 00:08:26,240 Including the cold contacting opportunity that you mentioned. 142 00:08:26,240 --> 00:08:27,240 Yep. 143 00:08:27,240 --> 00:08:31,600 Yeah, so I would like to ask, could you highlight some pivotal moments or key opportunities 144 00:08:31,600 --> 00:08:34,600 that allowed you to grow in your career? 145 00:08:34,600 --> 00:08:35,600 Sure. 146 00:08:35,600 --> 00:08:41,200 So that first job was a huge pivotal moment for me, huge. 147 00:08:41,200 --> 00:08:46,920 And that started turning me into another direction altogether. 148 00:08:46,920 --> 00:08:51,320 I also had a few other pivotal moments. 149 00:08:51,320 --> 00:08:57,280 So one major one was a few years after I started working, I went back to grad school. 150 00:08:57,280 --> 00:09:03,280 And when I went back to grad school, a lot of, I knew that what I loved to do was work, 151 00:09:03,280 --> 00:09:09,520 but I had made a commitment to my parents because they wanted me to get a PhD actually. 152 00:09:09,520 --> 00:09:11,920 But I said, okay, we'll settle with an MBA. 153 00:09:11,920 --> 00:09:17,880 And because I was having so much fun working and halfway through my MBA, my clients kept 154 00:09:17,880 --> 00:09:20,560 calling and asking me, when are you coming? 155 00:09:20,560 --> 00:09:21,920 And I just, I love what I did. 156 00:09:21,920 --> 00:09:23,800 I was doing events, I was doing marketing. 157 00:09:23,800 --> 00:09:28,360 I got to do some of the events for some of the best brands in the world. 158 00:09:28,360 --> 00:09:32,160 Just because I was coordinating events for them and like through doing production and 159 00:09:32,160 --> 00:09:34,580 stuff for them, they were like, Hey, when are you coming back? 160 00:09:34,580 --> 00:09:37,100 Because I created a good relationship with them. 161 00:09:37,100 --> 00:09:39,880 So halfway through grad school, I started Savant. 162 00:09:39,880 --> 00:09:42,920 So in the middle of grad school, I didn't drop out. 163 00:09:42,920 --> 00:09:47,360 That second year in grad school, I'll tell you, I barely slept. 164 00:09:47,360 --> 00:09:52,320 So I went to school full time and I worked full time. 165 00:09:52,320 --> 00:09:58,000 I suffered, but it was fun, but it was very, very hard work. 166 00:09:58,000 --> 00:10:00,960 I don't know if I would suggest that to anyone. 167 00:10:00,960 --> 00:10:04,280 And I had a lot of help, but that was another pivotal moment. 168 00:10:04,280 --> 00:10:10,080 I would like to say that I had small pivotal moments along the way in increments. 169 00:10:10,080 --> 00:10:14,240 And I don't think that will ever end. 170 00:10:14,240 --> 00:10:16,360 Because you never know what life will hand you. 171 00:10:16,360 --> 00:10:21,640 You can only do your best in really just taking that situation and flying with it the best 172 00:10:21,640 --> 00:10:22,880 you can. 173 00:10:22,880 --> 00:10:23,880 I've had a lot of these moments. 174 00:10:23,880 --> 00:10:29,600 I mean, I've had moments where, you know, I'm riding high and doing really well in business. 175 00:10:29,600 --> 00:10:34,200 And then I have other moments where I look at my client roster a month from now, because 176 00:10:34,200 --> 00:10:35,440 my projects are ending. 177 00:10:35,440 --> 00:10:41,400 And I look at my bank account and I'm like, maybe I shouldn't have gotten a job. 178 00:10:41,400 --> 00:10:47,000 So you will go through these moments where it changes your direction. 179 00:10:47,000 --> 00:10:51,240 And I think the key there is to just never stop learning and just keep going. 180 00:10:51,240 --> 00:10:57,640 But yeah, that first job, different opportunities that I've been given also have pivoted me 181 00:10:57,640 --> 00:11:00,280 in different areas. 182 00:11:00,280 --> 00:11:05,360 And we can talk about that more when I think we're going to talk about, I'll explain to 183 00:11:05,360 --> 00:11:07,920 you what I've done in the marketing era. 184 00:11:07,920 --> 00:11:12,200 And then you'll see that they were all pivotal moments that shifted me through. 185 00:11:12,200 --> 00:11:13,200 Yeah. 186 00:11:13,200 --> 00:11:14,200 All right. 187 00:11:14,200 --> 00:11:15,200 We're very excited for that. 188 00:11:15,200 --> 00:11:16,200 And thank you for sharing. 189 00:11:16,200 --> 00:11:20,800 Wow, that like grad school, that must have been really crazy for you. 190 00:11:20,800 --> 00:11:21,800 It was. 191 00:11:21,800 --> 00:11:22,800 It was so fun. 192 00:11:22,800 --> 00:11:23,800 It was so hard. 193 00:11:23,800 --> 00:11:26,800 I look like a panda for a second. 194 00:11:26,800 --> 00:11:29,800 I had no sleep. 195 00:11:29,800 --> 00:11:35,400 I don't know if I would suggest it, but it taught me that hard work pays off. 196 00:11:35,400 --> 00:11:36,400 Yeah, for sure. 197 00:11:36,400 --> 00:11:39,440 It taught me a pivotal moment. 198 00:11:39,440 --> 00:11:44,400 And now like more diving into the working or marketing industry. 199 00:11:44,400 --> 00:11:48,360 Many listeners, I'm sure, are curious about the different roles within marketing. 200 00:11:48,360 --> 00:11:52,520 So could you share what various positions you've held and what experiences they were 201 00:11:52,520 --> 00:11:53,520 like? 202 00:11:53,520 --> 00:11:54,520 Sure. 203 00:11:54,520 --> 00:11:55,520 So and these are all pivots. 204 00:11:55,520 --> 00:11:56,520 Right. 205 00:11:56,520 --> 00:11:57,520 Yeah. 206 00:11:57,520 --> 00:11:58,520 That's the question before. 207 00:11:58,520 --> 00:12:02,520 When I first started that first job, I worked at a company called Leo Burnett, which is 208 00:12:02,520 --> 00:12:07,220 a big global advertising agency here in their PR department. 209 00:12:07,220 --> 00:12:10,320 And that's when I realized PR is not my thing. 210 00:12:10,320 --> 00:12:15,640 But I was at that job for a little while and the office was two floors. 211 00:12:15,640 --> 00:12:17,200 The PR department was upstairs. 212 00:12:17,200 --> 00:12:18,200 Right. 213 00:12:18,200 --> 00:12:23,840 And I would do the work and then I would come down and hang out with the strategy guys and 214 00:12:23,840 --> 00:12:29,520 the people who did activations, which is like activities, events, boots, you know, things 215 00:12:29,520 --> 00:12:30,520 like that. 216 00:12:30,520 --> 00:12:34,560 And I realized that I got here not to be upstairs. 217 00:12:34,560 --> 00:12:36,100 So I did PR for a while. 218 00:12:36,100 --> 00:12:39,420 From PR, I started doing events and event productions. 219 00:12:39,420 --> 00:12:43,940 So working with the same clients, but just a different business unit of more or different 220 00:12:43,940 --> 00:12:46,160 side of marketing. 221 00:12:46,160 --> 00:12:51,960 From there, during grad school is when social media started. 222 00:12:51,960 --> 00:12:54,480 This sounds so old. 223 00:12:54,480 --> 00:12:59,240 So in 2009 is when they started doing EDM. 224 00:12:59,240 --> 00:13:02,000 EDM, not the music guys. 225 00:13:02,000 --> 00:13:08,560 EDM is an email database mailing like Bing that you see with Mailchimp and different 226 00:13:08,560 --> 00:13:09,740 apps now. 227 00:13:09,740 --> 00:13:11,440 That's when it started. 228 00:13:11,440 --> 00:13:16,400 People companies used to charge two, three hundred thousand baht to one client just to 229 00:13:16,400 --> 00:13:18,320 do their emails. 230 00:13:18,320 --> 00:13:22,720 And when people didn't know how to do social media, the bigger agencies would sell it. 231 00:13:22,720 --> 00:13:24,720 We would execute it for them. 232 00:13:24,720 --> 00:13:30,400 Like 2009, 2010, that's when the social media marketing really started. 233 00:13:30,400 --> 00:13:31,600 Right. 234 00:13:31,600 --> 00:13:33,180 So that was another pivotal moment. 235 00:13:33,180 --> 00:13:35,480 It went from offline to online. 236 00:13:35,480 --> 00:13:41,060 And then throughout, because I had started doing so many facets of this one industry, 237 00:13:41,060 --> 00:13:45,280 I started to realize that I could pull in teams to do the execution. 238 00:13:45,280 --> 00:13:46,920 And then I stepped back. 239 00:13:46,920 --> 00:13:52,480 And I started doing consulting and strategy because very few people have had their hands 240 00:13:52,480 --> 00:13:58,040 actually in so many different facets of one industry that they could actually see the 241 00:13:58,040 --> 00:13:59,040 big picture. 242 00:13:59,040 --> 00:14:00,040 Right. 243 00:14:00,040 --> 00:14:03,480 So then that's when I stepped back and I said, OK, now I'm going to start drawing up the 244 00:14:03,480 --> 00:14:04,480 plans. 245 00:14:04,480 --> 00:14:05,480 You guys do it. 246 00:14:05,480 --> 00:14:06,480 Right. 247 00:14:06,480 --> 00:14:08,360 So there were a few different things. 248 00:14:08,360 --> 00:14:09,360 Yeah. 249 00:14:09,360 --> 00:14:12,640 I have like a quick add on question that I'd like to ask. 250 00:14:12,640 --> 00:14:18,800 So you mentioned how in 2009, it was like the era of digitization, right, shifting to 251 00:14:18,800 --> 00:14:21,520 like digital and online marketing. 252 00:14:21,520 --> 00:14:26,600 So what are your thoughts on like Omnichannel digital marketing methods? 253 00:14:26,600 --> 00:14:32,780 Omnichannel is something that has been around for a while. 254 00:14:32,780 --> 00:14:37,480 I dare say most companies think they know what Omnichannel is, but they haven't really 255 00:14:37,480 --> 00:14:40,020 adopted it yet, 100 percent. 256 00:14:40,020 --> 00:14:46,760 And that is also because a lot of the technology that companies have adopted is still separated 257 00:14:46,760 --> 00:14:52,100 into different parts and some things still can be integrated and some not. 258 00:14:52,100 --> 00:14:53,800 So let's go back. 259 00:14:53,800 --> 00:14:58,260 Omnichannel, if we're talking about the same thing with the same definition, is having 260 00:14:58,260 --> 00:15:05,080 a system where all channels integrate into one and that you can manage whatever is coming 261 00:15:05,080 --> 00:15:09,400 in, your leads, your marketing, sales, everything and answer and be able to track it on one 262 00:15:09,400 --> 00:15:10,400 source. 263 00:15:10,400 --> 00:15:11,400 Right. 264 00:15:11,400 --> 00:15:12,400 Right. 265 00:15:12,400 --> 00:15:19,640 So looking at that, there are very few companies that are actually doing that on one screen, 266 00:15:19,640 --> 00:15:20,840 in one program. 267 00:15:20,840 --> 00:15:22,320 They're still doing it separate. 268 00:15:22,320 --> 00:15:25,280 They're trying to integrate it and it's taking time. 269 00:15:25,280 --> 00:15:32,520 But technology also plays a big part because every single country or application that comes 270 00:15:32,520 --> 00:15:36,620 out doesn't support every language just yet. 271 00:15:36,620 --> 00:15:38,440 So it takes time to integrate. 272 00:15:38,440 --> 00:15:39,440 Right. 273 00:15:39,440 --> 00:15:43,800 Just like AI now, which we can get into later, it's taking time to integrate in Thailand, 274 00:15:43,800 --> 00:15:48,360 whereas in English it's gone 70 percent, 80 percent more. 275 00:15:48,360 --> 00:15:49,360 Right. 276 00:15:49,360 --> 00:15:50,360 So, yeah. 277 00:15:50,360 --> 00:15:52,680 So Omnichannel is great. 278 00:15:52,680 --> 00:15:53,680 It's important. 279 00:15:53,680 --> 00:15:56,720 It's extremely productive and efficient for companies. 280 00:15:56,720 --> 00:16:00,840 But it's taking time to adjust and adapt because it takes a certain amount of digitization 281 00:16:00,840 --> 00:16:06,020 and change in the culture of those companies and the way of working. 282 00:16:06,020 --> 00:16:11,960 So looking back on your journey, are there any specific challenges or obstacles you've 283 00:16:11,960 --> 00:16:15,800 faced that ultimately helped you in your professional career? 284 00:16:15,800 --> 00:16:17,640 Oh, so many. 285 00:16:17,640 --> 00:16:19,600 When you don't have clients, you run. 286 00:16:19,600 --> 00:16:25,460 The difference, I think, being in a corporate setting and owning a company is you ride the 287 00:16:25,460 --> 00:16:27,320 waves like a roller coaster. 288 00:16:27,320 --> 00:16:30,680 And there's no question of having ups and downs. 289 00:16:30,680 --> 00:16:33,920 There's nobody who rides high all the time. 290 00:16:33,920 --> 00:16:37,880 You have to hit those hard pitfalls. 291 00:16:37,880 --> 00:16:43,760 And I think in those moments are the moments that you either fall and get right up and 292 00:16:43,760 --> 00:16:48,740 develop yourself to win better the next time or it's going to be tough. 293 00:16:48,740 --> 00:16:51,600 So there have been many, many pivotal moments. 294 00:16:51,600 --> 00:16:52,840 I don't think I could explain. 295 00:16:52,840 --> 00:16:54,560 I guess COVID was one. 296 00:16:54,560 --> 00:16:56,040 For sure. 297 00:16:56,040 --> 00:17:02,760 So COVID for me, just as an example, was somewhere, was a situation where most brands were cutting 298 00:17:02,760 --> 00:17:04,200 back their budgets. 299 00:17:04,200 --> 00:17:05,200 I thought differently. 300 00:17:05,200 --> 00:17:07,260 I thought, great, nobody's advertising now. 301 00:17:07,260 --> 00:17:11,780 So if you spend less dollars to advertise, you'd get to people more because nobody dares 302 00:17:11,780 --> 00:17:12,780 to do that. 303 00:17:12,780 --> 00:17:14,700 My mindset was a bit different. 304 00:17:14,700 --> 00:17:17,420 But not everybody agreed. 305 00:17:17,420 --> 00:17:23,880 There were some clients that agreed, but obviously everybody was making much less during COVID. 306 00:17:23,880 --> 00:17:28,920 So it was either you took that time to develop yourself to be even better from when people 307 00:17:28,920 --> 00:17:31,580 are ready or you just sat there. 308 00:17:31,580 --> 00:17:34,220 And you fell behind when everything else opened up. 309 00:17:34,220 --> 00:17:38,840 And I took that moment where people needed help the most to help them where I could. 310 00:17:38,840 --> 00:17:43,400 And what it did for me was, one, I came out and I was much better developed because I 311 00:17:43,400 --> 00:17:47,560 took that time to learn new things that were coming out. 312 00:17:47,560 --> 00:17:52,680 Secondly, I took that time to help people who needed it most. 313 00:17:52,680 --> 00:17:57,600 For example, businesses that did not have an online presence and had no clue. 314 00:17:57,600 --> 00:18:02,720 You have moments in life, I think, where you know better than somebody else as to how to 315 00:18:02,720 --> 00:18:03,720 get through this situation. 316 00:18:03,720 --> 00:18:06,080 And you will have moments where you're the one who needs help. 317 00:18:06,080 --> 00:18:08,400 That was the moment where I could help. 318 00:18:08,400 --> 00:18:09,520 So that's what I did. 319 00:18:09,520 --> 00:18:15,120 So I feel like every pivotal moment is either one that teaches you a lesson or it's going 320 00:18:15,120 --> 00:18:16,120 to draw you back. 321 00:18:16,120 --> 00:18:17,120 You have to pick which way to go. 322 00:18:17,120 --> 00:18:18,120 Yeah, I agree. 323 00:18:18,120 --> 00:18:19,120 And that's really insightful. 324 00:18:19,120 --> 00:18:20,120 Thank you so much. 325 00:18:20,120 --> 00:18:21,120 Thanks. 326 00:18:21,120 --> 00:18:26,280 And how would you describe success or your journey in reaching success? 327 00:18:26,280 --> 00:18:30,160 A little closer, upside down, I can imagine. 328 00:18:30,160 --> 00:18:33,320 I don't think it's ever smooth. 329 00:18:33,320 --> 00:18:38,240 And if you have the mindset that that can be fun, then it's fine. 330 00:18:38,240 --> 00:18:39,560 It's not always fun. 331 00:18:39,560 --> 00:18:44,480 That's like really looking up the clouds at like, sun-dive. 332 00:18:44,480 --> 00:18:50,320 But I think if you think it's going to be a straight line, it absolutely is not. 333 00:18:50,320 --> 00:18:53,800 And I think it's also important as to how you define success. 334 00:18:53,800 --> 00:18:56,600 I think it's very skewed in the beginning. 335 00:18:56,600 --> 00:18:58,880 You think, oh, I'll work for a big company. 336 00:18:58,880 --> 00:19:00,580 And then once you get there, it's something else. 337 00:19:00,580 --> 00:19:02,440 And then once you get there, it's something else. 338 00:19:02,440 --> 00:19:09,560 I think you have to be very careful to define your definition of success for yourself and 339 00:19:09,560 --> 00:19:11,240 then get there. 340 00:19:11,240 --> 00:19:15,240 And then once you get there, it will change also. 341 00:19:15,240 --> 00:19:19,680 I totally agree that you should have a set clear-cut goal, maybe. 342 00:19:19,680 --> 00:19:23,640 It sometimes doesn't have to always be clear-cut, but you just have to have an idea or grasp 343 00:19:23,640 --> 00:19:25,840 of what you're aiming towards. 344 00:19:25,840 --> 00:19:26,840 Yeah. 345 00:19:26,840 --> 00:19:30,040 So marketing is such a fast-paced industry. 346 00:19:30,040 --> 00:19:32,080 I think you would agree with that. 347 00:19:32,080 --> 00:19:37,380 And with new trends and technologies coming out all the time, how does someone stay current 348 00:19:37,380 --> 00:19:42,120 and innovative in this type of environment? 349 00:19:42,120 --> 00:19:43,960 You have to never stop learning. 350 00:19:43,960 --> 00:19:47,360 Sorry for the ones who don't like to... 351 00:19:47,360 --> 00:19:48,360 Let me put it this way. 352 00:19:48,360 --> 00:19:51,920 I was one person where in school, I wasn't that motivated. 353 00:19:51,920 --> 00:19:53,160 I won't say that. 354 00:19:53,160 --> 00:19:57,400 I was motivated in some areas to learn and in other areas not. 355 00:19:57,400 --> 00:20:00,000 But I still did what I had to do. 356 00:20:00,000 --> 00:20:04,920 But the thing is that you have to know that you will have to keep learning because the 357 00:20:04,920 --> 00:20:07,000 world changes, technology changes. 358 00:20:07,000 --> 00:20:15,720 If you're going to stick in just who you are, imagine if I didn't update or learn anything 359 00:20:15,720 --> 00:20:20,840 between the day I graduated until now, I would be a dinosaur. 360 00:20:20,840 --> 00:20:25,940 Like nobody would ever hire me because all I would know would be magazines that people 361 00:20:25,940 --> 00:20:31,160 no longer print and billboards and like ads. 362 00:20:31,160 --> 00:20:33,000 It doesn't work that way. 363 00:20:33,000 --> 00:20:36,280 So you have to go with the times and stay ahead. 364 00:20:36,280 --> 00:20:37,280 That is the only way. 365 00:20:37,280 --> 00:20:38,280 Yeah. 366 00:20:38,280 --> 00:20:39,920 I have a quick question to add on. 367 00:20:39,920 --> 00:20:47,720 How do you cultivate that sense of always wanting to strive to become an active learner? 368 00:20:47,720 --> 00:20:53,320 You look at what's practical and who you want to be and what's necessary and you just do 369 00:20:53,320 --> 00:20:54,320 it. 370 00:20:54,320 --> 00:20:57,600 I don't think I'm the type of person where it's like, oh, I'm the special person where 371 00:20:57,600 --> 00:21:02,200 I'm like never lazy and I'm always motivated and I get up and like there's sunshine. 372 00:21:02,200 --> 00:21:03,200 I'm human, right? 373 00:21:03,200 --> 00:21:04,600 Like everybody's human. 374 00:21:04,600 --> 00:21:05,600 Let's be real. 375 00:21:05,600 --> 00:21:10,280 But at the end of the day, you have to know to look a little bit more long term as to 376 00:21:10,280 --> 00:21:13,520 why you're doing things and what gets you there. 377 00:21:13,520 --> 00:21:20,280 And I think that if you have that longer term mindset, it gets you there much faster. 378 00:21:20,280 --> 00:21:21,280 Right? 379 00:21:21,280 --> 00:21:23,920 I think motivation is one thing, but it's also short lived. 380 00:21:23,920 --> 00:21:30,000 I think it's understanding and like living day to day with understanding of where you 381 00:21:30,000 --> 00:21:33,560 want to be and doing what you have to do to get there. 382 00:21:33,560 --> 00:21:34,960 Thank you so much. 383 00:21:34,960 --> 00:21:38,920 And now as we end this first segment, could you share with us what kind of advice you'd 384 00:21:38,920 --> 00:21:42,400 give to high school students who may be interested in marketing? 385 00:21:42,400 --> 00:21:45,960 One, I guess, like I said, just never stop learning. 386 00:21:45,960 --> 00:21:49,880 Two, if you want to get into marketing, explore it. 387 00:21:49,880 --> 00:21:52,400 Like I said, explore different things. 388 00:21:52,400 --> 00:21:53,920 Marketing is huge. 389 00:21:53,920 --> 00:21:56,920 There's so many facets to marketing. 390 00:21:56,920 --> 00:22:01,360 There's advertising, there's PR, there's activation, there's like there's so many things. 391 00:22:01,360 --> 00:22:03,480 There's engineers are involved now, right? 392 00:22:03,480 --> 00:22:07,440 There's so many different facets like are you going to be a creative? 393 00:22:07,440 --> 00:22:09,400 Are you going to be, you know? 394 00:22:09,400 --> 00:22:11,600 So explore it. 395 00:22:11,600 --> 00:22:14,120 Watch everything, try everything. 396 00:22:14,120 --> 00:22:17,500 Walk up to somebody and say, hey, like, can I help you with this? 397 00:22:17,500 --> 00:22:18,960 Can I get involved in that? 398 00:22:18,960 --> 00:22:23,480 Just raise your hand and go out there and try things. 399 00:22:23,480 --> 00:22:26,760 Notice how you feel when you're in it, right? 400 00:22:26,760 --> 00:22:28,680 And then slowly explore different facets. 401 00:22:28,680 --> 00:22:29,680 You never know. 402 00:22:29,680 --> 00:22:31,120 That's really powerful. 403 00:22:31,120 --> 00:22:32,120 Thank you so much. 404 00:22:32,120 --> 00:22:37,120 And if you really want to learn about marketing and like the overriding concept and the different 405 00:22:37,120 --> 00:22:42,280 facets of marketing, there's no better place you can go than Mr. Jason's class. 406 00:22:42,280 --> 00:22:43,960 That concludes our first segment. 407 00:22:43,960 --> 00:22:48,380 We'll be right back with more marketing talk with Mrs. Anisha after this short announcement 408 00:22:48,380 --> 00:22:59,560 from Highlight about her student led organization named Source of Success. 409 00:22:59,560 --> 00:23:04,380 Source of Success, our organization aims to inspire and empower our audience through 410 00:23:04,380 --> 00:23:11,160 our interview series, providing insight into the lives of entrepreneurs, idols, celebrities, 411 00:23:11,160 --> 00:23:12,280 and many more. 412 00:23:12,280 --> 00:23:19,040 Our organization aims to showcase how they define success in their own terms to the audience. 413 00:23:19,040 --> 00:23:24,840 As a student led organization, the interview questions tackle problems we as the younger 414 00:23:24,840 --> 00:23:30,880 generation face or will face in the future, making our series more palatable to the younger 415 00:23:30,880 --> 00:23:31,880 generation. 416 00:23:31,880 --> 00:23:37,520 Source of Success aims for people to define and discover their own calling of success 417 00:23:37,520 --> 00:23:45,000 and hope to see everyone develop into the best version of themselves. 418 00:23:45,000 --> 00:23:47,320 And we're back with part two with Mrs. Anisha. 419 00:23:47,320 --> 00:23:53,800 Okay, so what do you believe are the key components of an effective marketing strategy? 420 00:23:53,800 --> 00:23:56,800 There's so many different things here, right? 421 00:23:56,800 --> 00:24:03,840 And I think the key, the absolute key components is one, you have to know your product. 422 00:24:03,840 --> 00:24:08,920 You have to know where your product brings value, basically what it serves for people, 423 00:24:08,920 --> 00:24:09,920 right? 424 00:24:09,920 --> 00:24:11,400 Where it gives value to people. 425 00:24:11,400 --> 00:24:14,640 Secondly, actually, this should be the first thing. 426 00:24:14,640 --> 00:24:19,560 The other thing that is an absolute key component is you have to know who your target market 427 00:24:19,560 --> 00:24:20,560 is. 428 00:24:20,560 --> 00:24:24,240 You have to know who you're talking to and you have to know what touches them, right? 429 00:24:24,240 --> 00:24:31,360 So if I'm talking to you, Highlight, and you feel like, and I'm talking to you about soda 430 00:24:31,360 --> 00:24:35,480 and you don't like soda, I'm not supposed to be talking to you, right? 431 00:24:35,480 --> 00:24:41,600 I'm wasting dollars and time now and assets talking to you. 432 00:24:41,600 --> 00:24:46,800 Whereas if I'm talking to somebody else and they like sodas, now I've got to know what 433 00:24:46,800 --> 00:24:54,160 they like and what they like about it to be able to communicate the values that my product 434 00:24:54,160 --> 00:24:57,320 has that matches what they want. 435 00:24:57,320 --> 00:24:58,880 It's that finding a match. 436 00:24:58,880 --> 00:25:00,960 Oh, yeah, that makes sense. 437 00:25:00,960 --> 00:25:01,960 Right? 438 00:25:01,960 --> 00:25:04,980 Then once you find that match, you have to find the right channels. 439 00:25:04,980 --> 00:25:06,760 Where are these people? 440 00:25:06,760 --> 00:25:07,940 Right? 441 00:25:07,940 --> 00:25:12,980 You have to know how you're going to talk to them, what attracts them visually, right? 442 00:25:12,980 --> 00:25:17,840 So these are some of the key components that you have to make sure you almost have a checklist 443 00:25:17,840 --> 00:25:18,960 of. 444 00:25:18,960 --> 00:25:25,040 At the end of the day, regardless of how fast the industry moves, the marketing industry 445 00:25:25,040 --> 00:25:31,240 moves or being in marketing, the one key that everybody needs to understand is at the end 446 00:25:31,240 --> 00:25:36,520 of the day, the person you are speaking to, whether it's through a screen, through a podcast 447 00:25:36,520 --> 00:25:39,240 or whatever, is still a human being. 448 00:25:39,240 --> 00:25:42,160 Our brains, we're still Neanderthals. 449 00:25:42,160 --> 00:25:43,160 We're still cavemen. 450 00:25:43,160 --> 00:25:44,160 I'm serious. 451 00:25:44,160 --> 00:25:46,240 We are, we are. 452 00:25:46,240 --> 00:25:47,240 But it's true. 453 00:25:47,240 --> 00:25:54,600 Because you're still conversing with somebody who has those same emotions that we had thousands 454 00:25:54,600 --> 00:25:55,600 of years ago. 455 00:25:55,600 --> 00:25:56,600 We're human. 456 00:25:56,600 --> 00:25:57,600 We're still human. 457 00:25:57,600 --> 00:26:00,280 Yeah, and just the tools have changed. 458 00:26:00,280 --> 00:26:09,000 So you don't have to, going back to also keeping up, you can keep up to know the tools, but 459 00:26:09,000 --> 00:26:14,560 understand that you're not going to lose it if you're not up on the absolute latest thing 460 00:26:14,560 --> 00:26:15,560 all the time. 461 00:26:15,560 --> 00:26:16,560 Don't stress yourself out. 462 00:26:16,560 --> 00:26:17,560 Yeah. 463 00:26:17,560 --> 00:26:19,880 You're still talking to human beings. 464 00:26:19,880 --> 00:26:21,880 As long as you know that, you're good. 465 00:26:21,880 --> 00:26:24,440 The rest is how to communicate them. 466 00:26:24,440 --> 00:26:25,440 Right. 467 00:26:25,440 --> 00:26:26,440 Right? 468 00:26:26,440 --> 00:26:27,440 That makes sense. 469 00:26:27,440 --> 00:26:28,440 But yeah, for sure. 470 00:26:28,440 --> 00:26:31,560 We're still, like at the end of the day, we're still all human. 471 00:26:31,560 --> 00:26:32,880 Now I'm really intrigued. 472 00:26:32,880 --> 00:26:37,560 Can you share an example of a successful marketing campaign you were involved in? 473 00:26:37,560 --> 00:26:42,320 And what were the key elements that made it successful, the ones you touched on before? 474 00:26:42,320 --> 00:26:45,300 Oh, that's really hard. 475 00:26:45,300 --> 00:26:50,960 And the reason why I say that is because I work in, some marketing specialists work in 476 00:26:50,960 --> 00:26:51,960 one industry. 477 00:26:51,960 --> 00:26:52,960 Right. 478 00:26:52,960 --> 00:26:54,080 I do not. 479 00:26:54,080 --> 00:26:59,240 I believe, and I don't think there's a right and wrong, just the way I work as a consultant, 480 00:26:59,240 --> 00:27:04,640 I feel like the best practices for one industry usually come from another one. 481 00:27:04,640 --> 00:27:05,720 Oh. 482 00:27:05,720 --> 00:27:10,600 And usually the way it works is we bring something that's being used in another industry for 483 00:27:10,600 --> 00:27:16,400 like the past 10 years and you use it in like a different industry and they're like, wow, 484 00:27:16,400 --> 00:27:18,520 that's so new. 485 00:27:18,520 --> 00:27:25,160 So I guess there's many, many different things I could talk about here. 486 00:27:25,160 --> 00:27:27,980 Recently I'm not allowed to talk about clients. 487 00:27:27,980 --> 00:27:33,620 So recently it was something to do with clothing, a type of clothing. 488 00:27:33,620 --> 00:27:37,560 We rebranded it after about over 60 years. 489 00:27:37,560 --> 00:27:41,240 You brand, you launch everything. 490 00:27:41,240 --> 00:27:42,600 It took time. 491 00:27:42,600 --> 00:27:44,020 It's still taking time. 492 00:27:44,020 --> 00:27:49,560 These things are not overnight successes, but slowly now we are seeing a completely 493 00:27:49,560 --> 00:27:55,120 new group of people coming onto this brand that has been around for 60 odd years and 494 00:27:55,120 --> 00:28:01,800 they had no clue that this brand existed because this brand used to be very popular when it 495 00:28:01,800 --> 00:28:03,380 first came out. 496 00:28:03,380 --> 00:28:09,920 The problem is they stopped doing marketing and advertising in those, the past 30 odd 497 00:28:09,920 --> 00:28:12,340 years because their numbers were great. 498 00:28:12,340 --> 00:28:15,080 So they were like, we can keep selling to these older people. 499 00:28:15,080 --> 00:28:20,160 The problem is these older people now, some of them no longer exists. 500 00:28:20,160 --> 00:28:21,160 Literally. 501 00:28:21,160 --> 00:28:22,160 Right? 502 00:28:22,160 --> 00:28:26,760 And they're getting older and older and older and they're no longer the target market if 503 00:28:26,760 --> 00:28:29,440 the business wants to survive. 504 00:28:29,440 --> 00:28:37,400 So we had to rebrand the business completely, almost completely using the legendary aspects 505 00:28:37,400 --> 00:28:45,120 that this brand already had and adapting it to this generation and capturing a whole new 506 00:28:45,120 --> 00:28:49,720 market and regrowing it in today's world. 507 00:28:49,720 --> 00:29:00,440 And now, only now after 14, 15 months of launching it, we're starting to see the snowball go. 508 00:29:00,440 --> 00:29:01,440 Wow. 509 00:29:01,440 --> 00:29:02,440 Right? 510 00:29:02,440 --> 00:29:05,560 And this project was in the works for well over a year. 511 00:29:05,560 --> 00:29:06,560 Takes time. 512 00:29:06,560 --> 00:29:12,680 Oh, it's so fun because you literally, so this industry is very interesting. 513 00:29:12,680 --> 00:29:17,560 Everything you see outside in the world literally came from an idea that somebody came up with 514 00:29:17,560 --> 00:29:26,280 randomly either like having coffee, taking a shower, in a meeting room, like yelling 515 00:29:26,280 --> 00:29:31,720 at their kids, like just something or like just playing with their friends or literally 516 00:29:31,720 --> 00:29:37,220 came from somebody's head and now is out in the world and you get to watch it grow. 517 00:29:37,220 --> 00:29:39,480 It's so fun if that's what you like. 518 00:29:39,480 --> 00:29:40,480 Right? 519 00:29:40,480 --> 00:29:41,480 It's amazing. 520 00:29:41,480 --> 00:29:46,080 It's so cool to see how you can harness the power of creativity and integrate that into 521 00:29:46,080 --> 00:29:47,920 various marketing campaigns. 522 00:29:47,920 --> 00:29:48,920 Right? 523 00:29:48,920 --> 00:29:53,180 And it's also important to see that the theme here is that you can't always maintain the 524 00:29:53,180 --> 00:29:57,960 status quo, but you also have to learn to step out of the comfort zone and renew your 525 00:29:57,960 --> 00:29:58,960 brand as stated. 526 00:29:58,960 --> 00:29:59,960 Yeah. 527 00:29:59,960 --> 00:30:04,440 So I would like to move on and ask you, could you talk about the importance of the term 528 00:30:04,440 --> 00:30:07,040 marketing mix and what it means? 529 00:30:07,040 --> 00:30:08,040 Sure. 530 00:30:08,040 --> 00:30:12,520 So we had a question earlier where we talked about the components of an effective marketing 531 00:30:12,520 --> 00:30:13,520 campaign. 532 00:30:13,520 --> 00:30:14,520 Yes. 533 00:30:14,520 --> 00:30:17,080 And that is exactly that. 534 00:30:17,080 --> 00:30:23,080 It's basically breaking down the things that you must know, you must create, you must have 535 00:30:23,080 --> 00:30:25,360 a checklist for, which are the basics. 536 00:30:25,360 --> 00:30:26,360 Right? 537 00:30:26,360 --> 00:30:31,200 Whether you're talking about the four Ps or the seven Ps, you know, whatever it is, they 538 00:30:31,200 --> 00:30:37,280 are all essential elements that you need to know in building a marketing campaign or a 539 00:30:37,280 --> 00:30:38,280 strategy. 540 00:30:38,280 --> 00:30:39,280 Okay? 541 00:30:39,280 --> 00:30:41,200 Some things you will be doing in marketing. 542 00:30:41,200 --> 00:30:46,480 Marketing is it will be moved over or you have to work with other departments like sales 543 00:30:46,480 --> 00:30:48,060 or business development. 544 00:30:48,060 --> 00:30:52,000 But they're all things that are extremely important in creating a marketing strategy 545 00:30:52,000 --> 00:30:54,080 and a sales strategy to go out. 546 00:30:54,080 --> 00:30:55,840 Yeah, that's really insightful. 547 00:30:55,840 --> 00:31:00,400 And now that we're touching it, like if we could touch on what you said earlier about 548 00:31:00,400 --> 00:31:06,320 like how like just like a person's idea from literally anywhere or like whatever they were 549 00:31:06,320 --> 00:31:07,320 doing. 550 00:31:07,320 --> 00:31:13,000 What is that idea, how would you break down like a product from that concept to market? 551 00:31:13,000 --> 00:31:15,200 Like how what does the product journey look like? 552 00:31:15,200 --> 00:31:21,880 Okay, so let's say you have a product, any product, right? 553 00:31:21,880 --> 00:31:24,000 I don't know, a phone. 554 00:31:24,000 --> 00:31:29,160 And first, you have to know what your product is, right? 555 00:31:29,160 --> 00:31:33,040 Like I said, what your product is, where this product brings value, who's going to see value 556 00:31:33,040 --> 00:31:34,040 in it. 557 00:31:34,040 --> 00:31:41,080 So for example, if today I was advertising a phone and this phone has an amazing camera, 558 00:31:41,080 --> 00:31:42,080 who's your target? 559 00:31:42,080 --> 00:31:45,080 And we have to look at how much this phone costs too, right? 560 00:31:45,080 --> 00:31:52,840 So the phone is, you know, like a $1,200 or like a 40,000, 50,000 baht phone. 561 00:31:52,840 --> 00:31:58,640 It's probably not something you're going to advertise to high schoolers or new jobbers. 562 00:31:58,640 --> 00:31:59,640 Right? 563 00:31:59,640 --> 00:32:03,320 Although there are some crazy new jobbers out there who will finance their phones for 564 00:32:03,320 --> 00:32:06,960 12 months to pay for something to take photos and put it on Instagram. 565 00:32:06,960 --> 00:32:07,960 Right? 566 00:32:07,960 --> 00:32:13,080 But my point is, you have to know who that attracts. 567 00:32:13,080 --> 00:32:15,520 So this phone has an amazing camera. 568 00:32:15,520 --> 00:32:17,400 Who are you going to talk to? 569 00:32:17,400 --> 00:32:19,160 People who love pictures, who grab pictures. 570 00:32:19,160 --> 00:32:21,120 Are you going to talk to them about the different specs? 571 00:32:21,120 --> 00:32:22,360 Are they an engineer? 572 00:32:22,360 --> 00:32:26,360 No, you're going to talk to them about how amazing they are. 573 00:32:26,360 --> 00:32:27,360 Right? 574 00:32:27,360 --> 00:32:29,960 And then you have to figure out where these people are. 575 00:32:29,960 --> 00:32:31,280 What social media are they on? 576 00:32:31,280 --> 00:32:32,280 Where do they hang out? 577 00:32:32,280 --> 00:32:33,280 What do they read? 578 00:32:33,280 --> 00:32:34,280 What do they watch? 579 00:32:34,280 --> 00:32:35,280 Right. 580 00:32:35,280 --> 00:32:36,280 Yeah. 581 00:32:36,280 --> 00:32:37,280 Right? 582 00:32:37,280 --> 00:32:39,120 So now you have your product. 583 00:32:39,120 --> 00:32:43,840 You have what's valuable in your product, which I only gave one example. 584 00:32:43,840 --> 00:32:50,960 One product I'm sure has many valuables, many target markets that you have to separate out. 585 00:32:50,960 --> 00:32:55,880 You have to figure out what attracts these target markets that matches your product. 586 00:32:55,880 --> 00:33:01,280 Then figure out what you're going to say to make these people understand that, hey, my 587 00:33:01,280 --> 00:33:03,560 product has this, which is what you want. 588 00:33:03,560 --> 00:33:04,560 Right. 589 00:33:04,560 --> 00:33:05,880 And then that connection for you talked about, right? 590 00:33:05,880 --> 00:33:06,880 Yeah. 591 00:33:06,880 --> 00:33:09,240 And then you make that connection and you figure out, great. 592 00:33:09,240 --> 00:33:11,480 Now how am I going to get them to hear me? 593 00:33:11,480 --> 00:33:12,480 Where are these people? 594 00:33:12,480 --> 00:33:13,480 Right. 595 00:33:13,480 --> 00:33:14,480 How do I talk to them? 596 00:33:14,480 --> 00:33:16,160 How do I capture their attention? 597 00:33:16,160 --> 00:33:19,280 Then we get into what's called the customer journey. 598 00:33:19,280 --> 00:33:20,280 Right? 599 00:33:20,280 --> 00:33:23,440 So how do we take them from, they've seen our product now, they're aware. 600 00:33:23,440 --> 00:33:25,760 How do we get them to engage with us? 601 00:33:25,760 --> 00:33:31,440 And we ultimately, through the customer journey, take them from just awareness to engaging 602 00:33:31,440 --> 00:33:35,180 with them to converting them into a customer. 603 00:33:35,180 --> 00:33:37,160 How do we get them to talk about our product? 604 00:33:37,160 --> 00:33:38,160 Right? 605 00:33:38,160 --> 00:33:41,520 So that's how you kind of strategically think about these things. 606 00:33:41,520 --> 00:33:42,520 Yeah. 607 00:33:42,520 --> 00:33:46,320 I totally agree that it's important to kind of paraphrase the qualities of the product 608 00:33:46,320 --> 00:33:50,400 so that it fits and aligns in with your target market. 609 00:33:50,400 --> 00:33:51,400 Right. 610 00:33:51,400 --> 00:33:52,400 Sorry. 611 00:33:52,400 --> 00:33:53,880 And sometimes it's not just the product. 612 00:33:53,880 --> 00:33:54,880 It's your brand. 613 00:33:54,880 --> 00:33:55,880 Yes. 614 00:33:55,880 --> 00:33:58,920 It's the product aspects. 615 00:33:58,920 --> 00:34:04,600 They're emotional connections between moments where people use the product and create happiness 616 00:34:04,600 --> 00:34:06,400 or is it something that they want? 617 00:34:06,400 --> 00:34:10,800 So there's many different facets you can touch on just having going from product to market. 618 00:34:10,800 --> 00:34:11,800 Yeah. 619 00:34:11,800 --> 00:34:16,840 I think it's important to recognize the connotation associated with the branding also. 620 00:34:16,840 --> 00:34:17,840 Yeah. 621 00:34:17,840 --> 00:34:23,000 So I'd like to ask, how should a person or company prioritize and allocate resources 622 00:34:23,000 --> 00:34:29,760 within a marketing strategy to achieve the best return on investment or ROI? 623 00:34:29,760 --> 00:34:31,760 This is a great question. 624 00:34:31,760 --> 00:34:32,760 Hmm. 625 00:34:32,760 --> 00:34:33,760 Okay. 626 00:34:33,760 --> 00:34:37,280 The first thing I'm going to say is if you're a small company and you're starting out, don't 627 00:34:37,280 --> 00:34:40,560 try to advertise like your Coca-Cola or Apple. 628 00:34:40,560 --> 00:34:44,000 You will drown very, very quickly. 629 00:34:44,000 --> 00:34:47,800 And the reason why I say this is because they are on billboards, they're on ads, but they 630 00:34:47,800 --> 00:34:51,280 have, they didn't start off that way. 631 00:34:51,280 --> 00:34:56,080 They have enough now to be able to do that and flood every street because they started 632 00:34:56,080 --> 00:34:58,940 off as a small company and they grew. 633 00:34:58,940 --> 00:35:03,840 So first you have to look at what your priority is first. 634 00:35:03,840 --> 00:35:08,160 If you're a small company, if you're a small brand starting out with new products, the 635 00:35:08,160 --> 00:35:13,020 first thing you need to do is you need to make sure you have the right target market 636 00:35:13,020 --> 00:35:15,960 that is going to buy from you and stay with you. 637 00:35:15,960 --> 00:35:16,960 Right? 638 00:35:16,960 --> 00:35:20,240 So not only are you thinking about just selling products, you're thinking about how to create 639 00:35:20,240 --> 00:35:21,240 fans. 640 00:35:21,240 --> 00:35:22,240 Hmm. 641 00:35:22,240 --> 00:35:24,240 Like loyal customer base. 642 00:35:24,240 --> 00:35:25,240 Absolutely. 643 00:35:25,240 --> 00:35:26,240 Right? 644 00:35:26,240 --> 00:35:30,040 So when you think about that, because at the end of the day, the company priority when 645 00:35:30,040 --> 00:35:34,060 a brand first starts out is obviously to become profitable. 646 00:35:34,060 --> 00:35:35,320 You can have a great brand. 647 00:35:35,320 --> 00:35:37,880 If it's bleeding, it's not going to last very long. 648 00:35:37,880 --> 00:35:42,480 I never tell small brands to go into big advertising right away. 649 00:35:42,480 --> 00:35:48,200 I will say do whatever you can without spending money on advertising first. 650 00:35:48,200 --> 00:35:53,280 Because the moment you take the money, the ads, like paid ads, paid advertising out of 651 00:35:53,280 --> 00:35:56,400 the factor, people become much more creative. 652 00:35:56,400 --> 00:35:58,320 And once they become creative. 653 00:35:58,320 --> 00:35:59,320 Right. 654 00:35:59,320 --> 00:36:03,240 And that like, like gets out of the like the normal box and that even more creative. 655 00:36:03,240 --> 00:36:04,240 Absolutely. 656 00:36:04,240 --> 00:36:05,240 Get on TikTok. 657 00:36:05,240 --> 00:36:06,240 Yeah. 658 00:36:06,240 --> 00:36:07,240 Get on YouTube. 659 00:36:07,240 --> 00:36:08,240 Right? 660 00:36:08,240 --> 00:36:09,240 Do these things. 661 00:36:09,240 --> 00:36:12,880 And then once you finish that, then look into what else you can do. 662 00:36:12,880 --> 00:36:20,120 So first of all, one, you have to figure out where your ROIs are, where your ROIs stand, 663 00:36:20,120 --> 00:36:25,040 what your KPIs are, and then figure out, great, now this is where I have to be from a business 664 00:36:25,040 --> 00:36:26,080 perspective. 665 00:36:26,080 --> 00:36:33,480 How do I get my product and market it so that I make these numbers and then match it with 666 00:36:33,480 --> 00:36:35,580 that marketing mix? 667 00:36:35,580 --> 00:36:38,880 Everything like everything connects. 668 00:36:38,880 --> 00:36:39,880 Yeah. 669 00:36:39,880 --> 00:36:40,880 Everything connects. 670 00:36:40,880 --> 00:36:41,880 Oh, wow. 671 00:36:41,880 --> 00:36:42,880 And like, yeah, definitely. 672 00:36:42,880 --> 00:36:47,800 Like if you're starting off, right, then you can't, you're not going to be able to market 673 00:36:47,800 --> 00:36:53,000 like a big company has because all like everyone starts from that small point. 674 00:36:53,000 --> 00:36:56,720 But it's just that they're there now and they can like allocate more resources towards that. 675 00:36:56,720 --> 00:36:57,720 Yes. 676 00:36:57,720 --> 00:36:58,720 Be fine with it. 677 00:36:58,720 --> 00:36:59,720 Yeah. 678 00:36:59,720 --> 00:37:00,720 So let me just add on very quickly. 679 00:37:00,720 --> 00:37:02,920 I'll give you an example, right? 680 00:37:02,920 --> 00:37:10,400 Today if you were a massive global company, spending millions to be on billboards is not 681 00:37:10,400 --> 00:37:12,480 going to hurt you. 682 00:37:12,480 --> 00:37:16,720 Being a small company, if you start off that way, your budget from a whole year is gone 683 00:37:16,720 --> 00:37:19,320 and you're probably in debt. 684 00:37:19,320 --> 00:37:22,680 That's probably not the smartest way to market your product, right? 685 00:37:22,680 --> 00:37:26,560 But you're going to look to do free things. 686 00:37:26,560 --> 00:37:29,200 And that like enhance like creativity, right? 687 00:37:29,200 --> 00:37:32,440 Because you're looking for ways that won't hurt your budget. 688 00:37:32,440 --> 00:37:34,560 So that's creative ways of marketing as well. 689 00:37:34,560 --> 00:37:36,880 But you're still reaching your target market. 690 00:37:36,880 --> 00:37:38,240 You're still engaging them. 691 00:37:38,240 --> 00:37:39,240 They're still converting. 692 00:37:39,240 --> 00:37:41,400 You don't have to. 693 00:37:41,400 --> 00:37:42,960 There are creative ways to do it. 694 00:37:42,960 --> 00:37:43,960 Right. 695 00:37:43,960 --> 00:37:45,560 And so checks all the boxes that you need to do. 696 00:37:45,560 --> 00:37:46,560 Absolutely. 697 00:37:46,560 --> 00:37:47,560 Thank you so much. 698 00:37:47,560 --> 00:37:51,920 And now as we end our final segment, we'd love to hear you some advice about how a company 699 00:37:51,920 --> 00:37:57,240 or a person can enhance their brand by doing a few small simple things. 700 00:37:57,240 --> 00:37:58,600 We touched on this too. 701 00:37:58,600 --> 00:38:00,240 But what would those things be? 702 00:38:00,240 --> 00:38:03,200 There's a couple of things and it will be different from before. 703 00:38:03,200 --> 00:38:04,200 Right. 704 00:38:04,200 --> 00:38:06,320 One, really get to know your customers. 705 00:38:06,320 --> 00:38:10,440 The amount that you can understand them. 706 00:38:10,440 --> 00:38:14,000 And when I say understand them, I don't mean at the surface level. 707 00:38:14,000 --> 00:38:15,000 Right. 708 00:38:15,000 --> 00:38:17,880 Like really understand their emotions, how they feel in the moment when they're using 709 00:38:17,880 --> 00:38:20,400 your products or services. 710 00:38:20,400 --> 00:38:21,560 How can you improve on that? 711 00:38:21,560 --> 00:38:23,360 How do you make a lasting impression? 712 00:38:23,360 --> 00:38:32,080 By doing the little, little things along their way or along their journey when they're involved 713 00:38:32,080 --> 00:38:35,920 in services and products that you want to market. 714 00:38:35,920 --> 00:38:36,920 Right. 715 00:38:36,920 --> 00:38:40,640 For example, let's say you have a restaurant or like a coffee shop. 716 00:38:40,640 --> 00:38:47,280 What little things can you do to one, make them fall in love with you more. 717 00:38:47,280 --> 00:38:48,280 Right. 718 00:38:48,280 --> 00:38:49,280 Right. 719 00:38:49,280 --> 00:38:51,720 To get them to talk about you. 720 00:38:51,720 --> 00:38:53,200 Yes. 721 00:38:53,200 --> 00:38:54,400 So what are they doing? 722 00:38:54,400 --> 00:38:56,520 One, you're creating loyalty. 723 00:38:56,520 --> 00:39:00,760 Two, how do you get them to market for you? 724 00:39:00,760 --> 00:39:01,760 Look at that. 725 00:39:01,760 --> 00:39:02,760 That's crazy. 726 00:39:02,760 --> 00:39:03,760 Right. 727 00:39:03,760 --> 00:39:04,760 That's genius. 728 00:39:04,760 --> 00:39:07,600 Maybe you can upsell them and make even more. 729 00:39:07,600 --> 00:39:08,600 Right. 730 00:39:08,600 --> 00:39:11,400 Just these three things alone. 731 00:39:11,400 --> 00:39:14,320 Don't worry about doing everything at once. 732 00:39:14,320 --> 00:39:15,960 Work on these little things. 733 00:39:15,960 --> 00:39:18,760 For example, if you have a coffee shop. 734 00:39:18,760 --> 00:39:20,080 Right. 735 00:39:20,080 --> 00:39:22,680 Can you put up little things on the wall where they'll want to go and they'll want to take 736 00:39:22,680 --> 00:39:23,840 a photo? 737 00:39:23,840 --> 00:39:26,720 Can you put something in your coffee where they're going to want to Instagram it or like 738 00:39:26,720 --> 00:39:27,720 take a picture? 739 00:39:27,720 --> 00:39:28,720 Right. 740 00:39:28,720 --> 00:39:29,720 Yeah. 741 00:39:29,720 --> 00:39:30,720 You know what I mean? 742 00:39:30,720 --> 00:39:31,720 Little things. 743 00:39:31,720 --> 00:39:34,080 Can you say something or put a smiley face on their coffee cup so that they feel like 744 00:39:34,080 --> 00:39:35,840 oh, this is so nice? 745 00:39:35,840 --> 00:39:37,280 You put their name on there. 746 00:39:37,280 --> 00:39:39,720 You put little stickers like something. 747 00:39:39,720 --> 00:39:40,720 Right? 748 00:39:40,720 --> 00:39:41,720 Yeah. 749 00:39:41,720 --> 00:39:43,960 Make it a policy to get to know your customers. 750 00:39:43,960 --> 00:39:46,800 When they walk up to you, make it a point to say you want this today. 751 00:39:46,800 --> 00:39:47,800 Right? 752 00:39:47,800 --> 00:39:48,800 Just little. 753 00:39:48,800 --> 00:39:50,320 It doesn't cost anything. 754 00:39:50,320 --> 00:39:51,640 It does not. 755 00:39:51,640 --> 00:39:54,000 And it can go a long way. 756 00:39:54,000 --> 00:39:55,960 Now you've got loyalty. 757 00:39:55,960 --> 00:39:58,120 You've got them marketing for you. 758 00:39:58,120 --> 00:40:00,280 Didn't have to do a thing. 759 00:40:00,280 --> 00:40:03,240 Well, you did, but you didn't get anything. 760 00:40:03,240 --> 00:40:04,240 Yeah. 761 00:40:04,240 --> 00:40:07,200 These like little things can definitely go a long way. 762 00:40:07,200 --> 00:40:09,480 And that's really powerful. 763 00:40:09,480 --> 00:40:12,400 Thank you so, so, so much for joining us again. 764 00:40:12,400 --> 00:40:17,520 We're so honored to have you here on the podcast and thank you Source of Success as well for 765 00:40:17,520 --> 00:40:20,120 collaborating with us on this episode. 766 00:40:20,120 --> 00:40:22,080 And thank you so much again. 767 00:40:22,080 --> 00:40:25,280 And with that great advice, we have run out of time. 768 00:40:25,280 --> 00:40:30,200 Thanks again, Mrs. Anisha for sharing some insider insight and a lot of information about 769 00:40:30,200 --> 00:40:31,960 the world of marketing. 770 00:40:31,960 --> 00:40:32,960 My pleasure. 771 00:40:32,960 --> 00:40:33,960 Thank you guys. 772 00:40:33,960 --> 00:40:45,160 Thank you. 773 00:40:45,160 --> 00:40:50,360 As we end this episode, we'd like to say thank you again to Mrs. Anisha for joining us on 774 00:40:50,360 --> 00:40:53,440 this fun journey through the topic of marketing. 775 00:40:53,440 --> 00:40:58,500 Stay tuned for our next episode as we'll be focusing on the topic of technology. 776 00:40:58,500 --> 00:41:03,760 As always, this podcast would not be possible without the hard work and support of our international 777 00:41:03,760 --> 00:41:05,480 student production team. 778 00:41:05,480 --> 00:41:11,200 All music and sound effects are courtesy of Pixabay.com, a vibrant community of creatives 779 00:41:11,200 --> 00:41:15,080 sharing copyright free images, videos, and music. 780 00:41:15,080 --> 00:41:17,480 And we are signing off until next time. 781 00:41:17,480 --> 00:41:30,200 Be your students incorporated because your voice matters.