The Advent Of Social Media

On my senior year in college, and as a marketing student where every course subject requires final output, together with my group mates, we were set to look for establishments that we can interview for our Franchising and Direct Marketing course.

It’s hard to look for one especially your goal is to look for the best and not just an establishment with a flashy business name, it has to have more than one branch since its Franchising and it made my day when I found out this business that operates in Cagayan de Oro City, the Philippines has used social media to market its product.

It’s Pane e Dolci.

Pane e Dolci is an Italian word for “bread and cake” with a golden apple from the Greek mythology that symbolizes temptation. And the company’s frontrunner, their Sylvanas.

Owners Ruben Castor and Mark Anthony Lacuesta, both supplies desserts in coffee shops, hospitals, and even eateries started the idea in creating a homemade Sylvanas. It is a Filipino dessert that is made from a frozen cookie made from a layer of buttercream sandwiched between two cashew-meringue wafers coated with cookie crumbs (Wikipedia).

In 2011, one of their clients refused to accept their 30 packs of Sylvanas due to its delayed delivery and as a “band-aid” solution, they sold their product in
Facebook. The Certain expectation was not set in selling their product in the online arena but they didn’t expect that Sylvanas will be sold in such short period of time.

Due to its positive feedback, as early as 6:00 am, their apartment was mobbed with patronizers who are willing to wait because of long queues in their area. As late as 11:00 pm, customers are still knocking on their doors to buy their products and later opened a store to cater the needs of their business in 2013.

Tactics in social media platforms.

The secret to the success of some business relies on their strategy in their social media accounts and I’d like to call it “white lie marketing“. A white lie is simply a harmless or trivial lie and added with marketing. Unlike other online marketing tactics, it’s not the scam or bogus but rather persuading your prospect clients which add curiousness by doing this technique.

When entrepreneurs want to sell their product in the online arena, they use lots of tactics and strategies to achieve their profit and generate online awareness. Thus, white lie marketing creates confusion, curiousness, and diversion from the truth. For example, Pane e Dolci  used these tactics to let people know that their products are a hit in the city by saying
“Just sold 150 packs of Sylvanas, only 30 packs left! Hurry and don’t be left out.” plus a picture of the 30 packs of unsold products.

But the truth is…

On the first start of operation, they were not yet able to make a hundred and fifty (just a hypothetical number, no idea how much they can produce) but those only 30 unsold products, and to generate to the minds of the online users that there is something in their Sylvanas because they were able to sell such great number in a short period of time, a little lie doesn’t hurt so much and on the status quo of their business, they can now make more than 150 because they’ve generated already an awareness of the people.

A caterer in Cebu, Philippines was asked to cater a great number of participants and they’ve lacked 40 chairs, what she did was to tell the client that they’re fully booked and resources were used in another event. As a solution? She told the client if it is okay for them to use a stall chairs because they’re full and can’t provide a holstered chairs to use, in agreement, stall chairs are used.

WHY?

Positioning in the mind of the client that their business is on demand reflects that their business is good and on top of everyone else. This is typically a great way to increase consumer awareness about your business.

However, white lie marketing is not advisable for anyone since it generates distrust and conflicts but with use appropriately, it can enhance dramatic sales profit, consumer awareness, branding and expand market reach. Pane e Dolci, however, used this technique in a way that doesn’t hurt their customers and their image. As a matter of fact, their Sylvannas are mouthwatering. 10 thumbs up for their products!

A little doesn’t hurt your business anyway. This is an unusual strategy but as what Pane e Dolci’s tagline says “Take a break from ordinary!”

Try the delicious Sylvanas of Pane e Dolci. Click on the link!
https://www.facebook.com/pane.e.dolci