Convos with Marketing Pros, Episode 2: Roj Tirona of foodpanda Philippines shares secrets to campaigns that turn consumers into loyal customers
Near is back with episode two of our very own Convos with Marketing Pros series, in which we speak with the most respected names in the marketing biz to learn the the best practices for relevant and exceptional campaigns in today’s ever-changing world.
Today’s expert is Roj Tirona, head of marketing at foodpanda Philippines. His longtime experience in the tech and e-commerce industries gives us insightful knowledge into how creativity can turn curiosity into loyalty.
Could you tell us more about your company and what’s keeping you busy lately?
“Usual flows of campaign management and success monitoring keep me busy these days – double it since it’s Christmas season. We all know that Christmas is the biggest in the Philippines! Outside of the foodpanda walls, though, it’s mostly sports like squash and golf that keep me occupied on weekends.”
You've been in the food and beverage space for over four years. How do you stay updated on trends and how has your approach evolved through the years?
“I’ve been in the delivery space for five years and the e-commerce space for eight years, actually!
“Working in tech for quite some time, I got used to fast-paced environments, which naturally calls for me to approach challenges with fast but informed decisions. Given that food is something that none of us can live without, theoretically, it shouldn't be so hard to sell. But with the rise of other tech brands that can offer the same service, the challenge is this: how can we set ourselves apart? That’s why we decided to deliver an experience, more than just the food itself. We do this by providing an array of food and grocery options and showcasing the ease of navigating the app up until the quick delivery of what you are craving.”
In your experience, what are the key elements that make a marketing campaign truly stand out in today’s competitive landscape where everyone seems to have a short attention span?
“The e-commerce industry is continuously growing as much as it is constantly evolving. Brands will be talking about deals and discounts every day to get a share of the wallets of Filipinos, but for one to rise above the clutter, the challenge is to market the feeling alongside functionality.
“It helps to ask these questions:
How does this brand make you feel?
How do you deliver this feeling in the first three seconds of your ad?
How do you appeal to the Filipino taste in a relevant manner?
“I could offer deals every day, but the competition can also do that. If the functional side is a head-to-head battleground, you should focus on how consumers will love your brand and, ultimately, how you can build loyalty. Think about how they can choose you over and over again. This is the way for sustainable growth.”
With the rapid rise of platforms like TikTok, how should marketers adapt their content strategies to engage younger audiences, particularly Gen Z?
“Strategies should always be rooted in strong and relevant consumer insights.
“Understanding how they consume content and even produce content are crucial elements for brands to be able to talk to Gen Zs in their language. Agility is a must. Trends rise and die fast. And remember, sometimes it’s not about who told the joke first, but who mentioned the joke louder.
“Reach + Appeal = Solid Engaging Content.”
What advice would you give to marketing professionals who want to stay ahead of the curve and continuously improve their skills?
“As you grow as a marketer, there will always be factors out of your control. Budgets, changes in direction, general pivots – these things happen to almost all brands in and outside of e-commerce. But as long as you understand your consumers and keep understanding them as they evolve, then couple that with a strong sense of where you want to bring the business as you move forward, then you’re all good!
“Remember that marketing will always be a good balance of what, where, and how: what to say, where to say it, and how to creatively deliver the message.”
An effective marketing strategy is a balancing act between function and emotion. You know you have a great campaign when it speaks to its audience with clarity and conviction, packaged in a tone and language that they understand!
Contact Near Creative today and let’s create memorable campaigns that people will love.
