CAVITE – The class a ‘School of Creativity’ presented by adobomagazine and co-presented by Jollibee came to De La Salle University–Dasmariñas on May 17, Thursday. The event was attended by a total of 180 students.
The first speaker for the event was Rico Panyero, a DJ at Manila Broadcasting Company’s 101.1 YES! The Best FM. “80% of songs that we listen to are from radio stations. It’s good for a radio station to have a good set of songs,” Panyero suggested as he talked about ‘Building Better Branding for Radio Show.’
The difference between what radio does and what music streaming services do affects the human connection and experience. “Your songs should also align with your station’s genre. They should be something your target audience would want to listen to,” Panyero said.
“Disc Jockeys are essential in radio stations,” he pointed out as he talked about the type of music they play and the way they give their insights into why the music connects with them. “They should be creative. No one will make your talks and scripts aside from you. You should also be able to build your own brand [and] your own ‘laugh.’” This just means that the audience has a connection with the voice behind the microphone and the on-air personality has cultivated a connection with the listener through this exchange, which creates a trust and bond. This is one big reason why music radio programs, including 101.1 YES! The Best FM, continue to grow year after year.
The Executive Producer for WYD Productions, Denise Galoyo, was the second speaker for the event. She started her talk ‘Creative Video for Brand Building’ by reminding the students: “Each of us has our own branding, but it’s up to us how to stand out from the rest.”
“As kids, we tend to mix reality with imagination. But when we become adults, we don’t risk doing new things because we are scared of making mistakes,” Galoyo stated. The core concepts for videos that you generate should stand out and excite you (as well as your intended audience). They need to be original, creative, interesting, thought-provoking, entertaining, and/or informative, and, at the same time, be of direct interest to your intended audience. “Creativity is the use of imagination or original ideas. There is no limit to this — only people put limits to it.”
Your audience know when you’re being genuine and they appreciate the connection you’re trying to make—people always want to know they’re dealing with a person, not a brand. “Work and play by the rules, and then you add your own. You may infuse your personality into your projects to make them stand out,” Galoyo shared. The way you speak, work, communicate and write all adds up to create a personality that distinguishes you from others, thus establishing your own personal brand.
The last one to speak was the Senior Copywriter of GIGIL: The Ideas Company, Jeano Cruz. Discussing the topic ‘Viral Online Marketing,’ Cruz pointed out that “one of the prerequisites for a material to be viral is for it to be shareable; what matters the most is not the post’s likes or comments but its shares.”
Content that creates engagement is rewarded by being amplified to other users; content that does not create engagement is buried. Viral marketers should focus on creating content that has high engagement, since it will have greater reach and is thus more likely to be re-shared. “People irresistibly share truths they relate to. Plus points if they make them laugh,” he shared.
Viral marketing is the goal of many companies looking to leverage the social media space to promote their products. Defined as piece of content generated by a person or business that inspires consumers to eagerly share it with their expanded social circle, viral marketing can help build brand recognition instantly.
adobo class a ‘School of Creativity’ was organized by adobomagazine, The DLSU-D Communication Society, Council of Student Organizations, Visual and Performing Arts Production Unit and co-presented by Jollibee. The event was launched in partnership with Oakley, Gardenia Fun Bun, Gardenia Pocket Sandwich and Gardenia Cream Roll.