In a recent session of Weekly with JC, Lars Wittig, Country Manager for the Philippines and Senior Vice President for Asia-Pacific North at International Workplace Group (IWG) PLC, shared his expertise on relations marketing—an approach that combines public relations, external affairs, and traditional marketing to build stronger customer connections.
What Is Relations Marketing?
Traditional marketing and public relations (PR) are often considered separate disciplines. However, when blended, they create a powerful strategy: relations marketing. Wittig describes this as a mix of structured, data-driven marketing with the art of networking and storytelling. It’s about making a brand or service visible, relevant, and influential within a community or industry.
The Power of Visibility in Marketing
One of Mr. Wittig’s key lessons from his time at Coca-Cola was the principle: “What you can’t see, you won’t buy.” Whether it’s a tangible product like a beverage or an intangible service like executive search, visibility is crucial.
For instance, when Lars first joined IWG in 2012, the company’s Regus brand was virtually unknown in the Philippines. His first task was to make it visible. From banner placements in airports to creative marketing stunts, he focused on increasing brand awareness. One particularly bold move involved parking a branded truck outside major business conventions to draw attention. While unconventional, this guerrilla-style marketing helped put Regus on the map.
Educating the Market Through Thought Leadership
Beyond visibility, Lars stressed the importance of education and industry leadership. When Regus entered the Philippine market, only 2% of companies considered flexible office space. The remaining 98% defaulted to traditional leases without even exploring alternatives. Rather than just advertising Regus, he took a broader approach—speaking at conferences, appearing on radio and TV, and positioning himself as a leader in the flexible workspace industry.
This aligns with the marketing principle of “share of voice.” If a company dominates industry conversations, people naturally assume it also dominates the market. This perception of success attracts more customers, as people tend to trust and invest in brands that appear established and thriving.
The Role of Networking in Business Growth
Networking, according to Lars, is an essential part of relations marketing. He highlighted a lesson from a close associate—the Chinese ambassador in Denmark—who once told him: “Mr. Know-how is good. Mr. Know-who is better.” In today’s fast-moving business landscape, having access to the right people and insights is more valuable than knowledge alone.
By actively engaging in business chambers, industry forums, and social communities, professionals can gain insider knowledge, build partnerships, and create opportunities that wouldn’t exist otherwise. Lars himself has built relationships with high-level figures, including ambassadors, global executives, and even world leaders. However, he emphasized that networking isn’t limited to formal events—it can happen anywhere, even in a supermarket.
The Future of Marketing and Business Adaptation
With industries evolving rapidly, Lars believes in constant reinvention. When he was offered a promotion at age 60, he realized that by the time he reached 65, his industry would have changed dramatically. His takeaway? Success requires adapting to new trends and staying connected to younger generations.
This is why he values working alongside Gen Z and Millennials in coworking spaces. Their fresh perspectives and latest insights help him stay ahead in a world where AI, digital transformation, and new business models are reshaping the landscape.
Final Thoughts: Leveraging Relations Marketing for Success
Lars Wittig’s marketing journey is a testament to the power of visibility, education, and networking. By blending PR with traditional marketing, professionals can elevate their brand, expand their influence, and build lasting customer relationships. Implementing these strategies allows businesses and individuals to strengthen their market presence and foster valuable connections in an ever-evolving landscape.
Key takeaways from Wittig’s approach include:
- Make Your Brand Visible – If customers don’t see it, they won’t buy it.
- Be an Industry Leader – Educate the market and dominate conversations.
- Network Relentlessly – Opportunities come from knowing the right people.
- Adapt Constantly – Stay ahead by learning from new generations.
Strengthen Your Business with Relations Marketing
Building meaningful customer connections is key to long-term success. At John Clements Consultants, we understand the power of strategic visibility, industry leadership, and strong networks—principles at the heart of relations marketing.
Whether you’re looking to enhance your brand presence or find top executive talent, our expertise can help. Contact us today to get started.
