Marketing Guru Mike Rios shares secrets to successful marketing with rural bankers

After his successful marketing strategies session during the 2010 RBAP-MABS National Roundtable Conference in Manila, marketing guru Mike Rios came back to the Philippines to share effective marketing strategies with the Philippine rural banks.

A former Nike and Coca-Cola creative adman, Mr. Rios believes that marketing has a greater purpose – that if it can sell cigarettes, fast food, and “brown sugar water” to the masses, it can also help motivate people to live healthier, wealthier, and happier lives as well. A big idea writer and strategist, he’s done work for ANZ Bank, Forte Insurance, MTV Exit, PSI, UNICEF, WING and is the Lead Social Marketing Consultant for the US non-profit Microfinance Opportunities (MFO).

On February 15, 19 officers and staffers from eight RBAP member rural banks gathered at the RBAP Building in Manila to learn about successful marketing for their products and services from Mr. Rios. He gave an …

Marketing Tips for Reaching Microfinance Clients

Mr. Mike Rios of Microfinance Opportunities livened up the audience at the 2010 RBAP-MABS National Roundtable Conference in Manila on June 3rd with an entertaining and informative presentation on marketing strategies.

Market like your customer, not like your ‘Mom’” was the first of his three rules of marketing new products. Too often, marketers focus on the benefits that are not tangible to the customer, pretty much like moms lecturing about the benefits of vitamins to their children. Imagining what it is like to be a customer should drive design, branding and marketing decisions. Think of how Flintstones vitamins changed the way vitamins were marketed to children.

Mr. Rios’ second rule is: “Make your product easy to try, buy, and know ‘what’s in it for me’.” A product can have great brand recognition, but if customers do not know what the product does or how it benefits …