3rd PRA Retail Conference

I’m still on a high from attending last Wednesday’s PRA Cebu chapter’s 3rd Regional Retail Conference. I planned to write about my impressions as well as learning’s from the conference, unfortunately I have a mental block. A mental block usually occurs when one does not know what to write. In my case, I have never had this type wherein I have so many things to share about it that I do not know where to start.

The conference was very well attended, exceeding the expectations of the organizers. A lot of local retailers are seeing the benefits of not only attending the conference but of joining the PRA. I want to congratulate our very hardworking chapter President Melanie Ng, for a fantastic job. It was an amazing lineup of speakers as well as topics. The panel discussion had a powerhouse cast of panelists led by Ayala Cebu and SM City Cebu’s lady bosses, Clavel Tongco and Marissa Fernan, new PRA National President Bernie Liu, PRA Cebu Chairman Jay Aldeguer and Goldilocks Marketing Director Pinky Yee.

The lineup of speakers was fantastic. Ms. Pinky Yee not only made us proud of Goldilocks but literally made all of us hungry to have some. She passionately described what makes Goldilocks tick and even shared recipes. Steven Cua, President of Philippine Amalgamated Supermarkets Association, awakened many retailers on the benefits of green retailing as well as sharing simple and cost effective ways of starting a green retailing program.

Ms. Marge Martinez of the Nielsen Company Philippines shared their scientific data on retailing trends as well as tips on how to read and capitalize on them. Honorable Nestor Archival, woke up the audience on the dangers of not recognizing the damage we were doing to the environment. But what really got the audience excited was the last two speakers, Jos Ortega, CEO of one of the Philippine office of one the world’s largest multinational advertising agencies, JWT and Chef Raki Urbina’s sincere and heartwarming story of how Café Laguna was able to creatively succeed in these trying times.

I will be sharing in my future columns the presentations of some of these speakers, most especially of Jos and Raki. Jos was sharing with us that in building brands, it is important to have and tell a story, be authentic. Raki had not only a very authentic story to tell but a truly inspiring one. The Café Laguna story is one that needs to be told and retold many times in order to inspire more entrepreneurs.

Jos told us a fascinating story about the role his little yellow rubber ducky played in his childhood and how he rekindled that relationship recently. It reminds him of a simpler and better time, a happy time. He recounted that he found his little yellow ducky again while checked in at the ultra exclusive Conrad Hotel. Conrad Hotel prides itself on being the temporary residence of CEOs and power brokers. Because of this, they seek to provide for everything, without being asked. They even go to the extent of printing out calling cards for you, with a private telephone and fax number direct to your room.

What surprises many first time guests is a little yellow ducky sitting on top of the bathtub in the bathroom. What surprised me was the fact that Conrad Hotel had to perpetually replace that little yellow ducky, revealing that beneath every hard edged CEO is a little child that wants to be reminded of a simpler and happier time, just like Jos.

The lesson is that we need to be able to find our own reminders of the happy times of our past in order to be able to remind ourselves of who we are. That reminder is a very big component of telling our story. Brands are all about telling a story. Raki Urbina told his very well and turned us all into fans of Café Laguna that afternoon.

For retailers that want to inquire about how to join the PRA, please contact the PRA Cebu Secretariat at 3462926 local 108 or 09228845243, please look for Charry. You can also email [email protected]

Let’s follow the examples of these ordinary individuals as they strive to make a difference. Each week, lets all get together and share knowledge, stories, experiences, information, all for the sole purpose of getting One Step Up.

For comments, suggestions or stories that you want to share, email me at [email protected] , or visit www.stirspecialist.com