Yes, Minsk, folks. And no, it’s not a secret location near Manchester.
I’m doing a talk in Belarus (of which Minsk is the capital) because I impressed someone in Cuba a couple of years back when we did a seminar on how to sell cars – oh, it’s too complicated to explain.
But the organiser, Natalia, asked me a question, and I wonder if your answers would be the same.
She asked what new things I thought people should be doing in marketing or management because of the present misery – which has affected people in Eastern and Central Europe far worse than here.
I replied:
“There is absolutely NOTHING new in management or marketing to be learned from the current crisis. But there are many OLD things that people have NEVER learnt.
In Marketing a) Always measure, not gamble on what you or your boss or your wife likes. b) never spend without testing on small numbers before wasting money on large numbers.
In Management a) look outside at customers, not inside at your own organisation – “There is only one profit centre in business. It is your customer” – Peter Drucker. b) Ask constantly about every person in your business: “What is this person doing to make or save money for the business?”
And, in marketing and management: Never have a meeting unless it has a purpose that you are SURE is aimed at improving profits and that any decision will be acted on.
I am rather depressed that I decided these things made sense about 40 years ago. I have learned nothing much since, which is no surprise. But nor has anybody else, which is.
Or am I wrong?
I just wanted drop by and say – Thank you, Drayton.
Being an adman myself, your clear wisdom have helped me a lot. Please keep on writing, your words will be read carefully.
PS. Your 51 free DM ideas are awesome. Thank you.
“There is absolutely NOTHING new in management or marketing to be learned from the current crisis. But there are many OLD things that people have NEVER learnt.”
One thing they don't seem to have learned is David Ogilvy's belief that the key to advertising is charm.
Some TV ads have it – the Meerkats, for example – but it seems most ad agencies (and advertisers) seem to believe that, if you act like a prick and shout a lot, people will want to buy from you.
Steve
Nothing has changed. Those who do not understand the basics of marketing and management strategy would suggest otherwise.
The ones who believe marketing and management have changed are the ones who will fail.
Why?
Because, if you already have the wheel, what are you going to come up with that's better?
It's round, and no matter how much you try to dress it, it will always need to remain round.
The same goes with advertising and management principles set out by the giants of the past in these areas.
Some TV ads have it – the Meerkats, for example – but it seems most ad agencies (and advertisers) seem to believe that, if you act like a prick and shout a lot, people will want to buy from you.
Some TV ads have it – the Meerkats, for example – but it seems most ad agencies (and advertisers) seem to believe that, if you act like a prick and shout a lot, people will want to buy from you.