I’m going to make an educated assumption that SM Hypermarket / Taste Asia spent no more than P300.00 per head for the Taste Asia Blogger Meet. Factor in the 150 guests and we come up with a magic figure of P45,000.00 for the food.
What can P45,000.00 buy in terms of advertising?
It can buy a half page or a full page advertisment in a commercial publication
It can barely pay for a 30 second spot in a TV ad or radio ad
It is the overpriced talent fee of a nobody endorsing a product
Or it can be used to revive a product using not so traditional marketing. Taste Asia had been refurbished with air conditioning, wireless Internet and flat screen televisions.
It dispels the notion that marketing people look ONLY at demographics. Frankly, traditional marketers don’t really look at content, because they don’t have time to do this. The line “I don’t care about your content — what I care about is guaranteeing me 500,000 impressions.” is fairly common in traditional advertising. In this case however, the “less is more” principle pays more attention to the credibility and experiential writings of people who came and enjoyed the event and wrote about it online.
It may be safe to say that pass on readership for one magazine could lie in the one hundred thousand — and that’s pushing it. That’s a little bit over P45,000.00. Think of how many bloggers it takes to generate a hundred thousand visitors in a month. The surprising answer is … one or two really good ones.
So is it actually cheaper to do online campaigns, or is my logic completely flawed?
By Jayvee Fernandez
Jayvee Fernandez is a tech enthusiast, EAN certified SCUBA Diver and underwater photographer based in Metro Manila, Philippines. His photos and videos have appeared in various international and local publications including Random House Germany, Discovery Channel Canada, and CNN.