What are your 3 practical tips for a Marketing Director?

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Andrey Purtov , the initiator and driver of the international practical conference on marketing HiBrand , one of the most famous projects of the marketing industry in Russia and the CIS in recent years, answered several questions for our blog. This is the third interview in a series of conversations with famous and professional marketers (previously our questions were answered by Igor Berezina and Igor Kachalov ). By the way, on November 8-9 the HiBrand conference will be held in Almaty for the first time.

1) Andrey, in your opinion, is there any specificity of marketing activities in Kazakhstan in comparison with Russia? If so, what is it?

In my opinion, the main specificity of Kazakhstan compared to Russia is that in Kazakhstan, due to the small market and significant geographic isolation, not many products are produced. Basically, there is import and resale. This makes marketing very one-sided, since the process of creating a product in many companies is absent and marketing is spain cell phone number list reduced to promotion (advertising, PR, sales promotion, etc.). Companies from Kazakhstan should focus on the entire CIS market and the Central Asian countries, but in order to succeed in them, it is necessary to form the image of the country abroad. Now, Kazakhstani goods, even if they were of very high quality, would not sell well precisely because of the general ignorance of your country, and therefore mistrust of its goods and services. You cannot afford the luxury of working only in your market! It is imperative to make goods and services for which the entire world will be the sales market. Perhaps, Kazakhstan should focus on certain types of services.

2) What practical consequences might the creation of the Customs Union have for marketing professionals and companies (marketers, researchers, advertisers)?

The Customs Union itself will not have any impact on the marketing industry, but its creation can (and should!) encourage a number of Kazakhstani companies to consider entering new markets and launching new products and services. In this case, advertisers and marketers will clearly have more work.

3)

— The development of new products and services should become a priority area of ​​activity and receive an appropriate budget.

— You need to personally monitor sales throughout the entire distribution system 1-2 times a week, since the effect of advertising lasts no more than 2-3 days.

— All non-key work should be outsourced or delegated within the company in order to have time for new ideas and decision-making.