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26th NRCE speakers to shed light on brand crisis management, influencer marketing

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Marketing and branding experts will share their first-hand knowledge on how retailers can positively present their brands at current times at the 26th National Retail Conference and Stores Asia Expo (NRCE) on Aug. 15-16 at the SMX Convention Center, Pasay City.

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Brand architect Amor Maclang will shed light on how companies can manage and survive brand crisis at the biggest retail industry event in the country.

“We’ve managed over 40 crises dealing with everything from scandal to death, to multi-billion-dollar issues. I won’t be teaching you from a textbook or from something I read online. I’ll be teaching you from direct experience across multiple brands, multiple industries, and multiple situations,” Maclang shared.

Maclang is the founder and chief communications officer of the Geisermaclang Marketing Communications Inc., a public relations firms in the Philippines who handled various industries from F&B products and restaurants, energy, and technology, among others.

She also shared that the public today wants to feel good about the companies they do business with.

“We are now at a time where you have to prove yourself to the world as a good corporate citizen, which is an integral part of your brand. It should no longer be just a separate CSR initiative or just a desire to give something back. It should be an essential part of your brand.”

The 26th NRCE will also feature a panel discussion with some of the thriving influencers in the country to discuss issues and trends within the influencer marketing sphere.

Confirmed panelists are Rod Magaru, Jako De Leon, Joyce Pring, Kaycee Enerva and Demi Angeles, who are under the Blogapalooza Inc., the country’s premier influencer marketing company.

Blogapalooza CEO Ace Gapuz explained that influencer marketing is an effective strategy because influencers lend their audience reach, credibility, and experience to brands.

According to her, this enables brands to reach people faster, build trust and affinity with the target market, and guide them through the purchase journey.

“I am excited to talk about a couple of interesting and controversial topics like how much should brands pay influencers, are ex-deals worth it, how to do influencer marketing right, and things I learned after working with almost 400 brands and more than 6,000 influencers,” she shared.

To learn more about the 26th NRCE, you may visit nrce-ph.com.

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