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V knjigi boste našli 97 kratkih nasvetov za povečanje prodaje in dobička. Zanimivo in poučno branje. Vse na podlagi primerov, večinoma iz slovenske prakse. Če vas zanima marketing, če želite uspeti v poslu, potem je ta knjiga za vas.

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V knjigi boste našli 105 kratkih nasvetov za povečanje prodaje in dobička. Zanimivo in poučno branje, vse na podlagi primerov, večinoma iz slovenske prakse. Marketing, direktni marketing, dobičkonosne marketinške ideje za vsak posel.

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<< nazaj Kje so knjige??
Dobre knjige
Komentarji:   5 01.05.2007

Na Poljskem iščem partnerja, marketinško agencijo, ki bo poslušala naročnika (mene), ki obvlada svoj posel, ki razmišlja podobno kot jaz. Zaenkrat slabo kaže. Eno od vprašanj, ki jih postavim agencijam, h katerim grem na obisk, je tudi, kje se izobražujejo, katere knjige, revije berejo.

Običajno me po takšnem vprašanju samo zabodeno gledajo. Vse to se sicer dogaja na Poljskem in verjetno samo še nisem prišel do pravih … ampak vseeno. Tudi ti, ki sem jih spoznal, imajo dobre reference, delajo za ugledna podjetja.

Samo berejo pa ne in tudi na izobraževanja ne hodijo. Kreativnosti, znanja ni brez učenja. Učenja brez knjig si jaz ne znam predstavljati. Kako je človek lahko kreativen, če ne bere, če se ne spozna na vse živo? Marketinški strokovnjak mora biti razgledan, načitan, poznati mora vso literaturo iz svoje stroke, vedeti pa mora tudi veliko več.

Marketinškim agencijam, ki v svojih pisarnah nimajo knjig, priporočam, da si kupijo vsaj eno. Recimo »The End of Advertising As We Know It« Sergia Zymana bi znala biti dobra knjiga za začetek.

zyman

Bivši direktor marketinga Coca Cole pojasnjuje to, kar vi bralci dnevnika marketinškega guruja seveda veste. V oglaševanju velja samo eno pravilo: Oglas mora prodajati. Oglaševanje ni umetnost, pač pa znanost.

Zelo dobra knjiga, prav gotovo med prvimi desetimi na moji večni listi. Segio je vedno verjel v tisto, kar je delal. Ko je nekoč direktor Coca Cole pripomnil, da mu njegov novi oglas ni všeč (tisti oglas s polarnimi medvedi, ki pijejo Coca Colo), je Sergio odgovoril: »Ti si sicer moj šef, ampak glede na to, da nisi ti tisti, ki bo kupil milijone litrov naše pijače, ti o oglasu ne boš odločal. Ne zanima me, ali je oglas všeč tebi. Bistveno je, da bo všeč našim strankam in še bolj bistveno je, da bo prodajal.« Ne glede na šefovo mnenje je vztrajal pri svojem. Tudi zato je letel iz Coca Cole, pa so ga potem čez leta spet poklicali na pomoč, da bi potem spet odletel … Knjiga vsekakor sodi na polico vsake marketinške agencije.


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Komentarji:

01.05.2007 @ 22:36 Ziga
Lisac & Lisac na Poljskem? To bi bila rešitev... Ime: Lis&Lis

fox
Noun (Rzeczownik) lis
http://galaxy.uci.agh.edu.pl/~polak/slownik/
02.05.2007 @ 09:18 ervinator
Moje stališče je, da je (in mora biti) oglaševanje tudi umetnost. Ampak ne umetnost zaradi umetnosti, kar se radi grejo na oglaševalskih festivalih, pač pa uporabna umetnost - ki prodaja.
05.05.2007 @ 23:23 Aleš Lisac
Vidim, da do moji magi dodali še eno opcijo ... Sedaj lahko v komentarje dodajate slike. Cool a? Evo mojega komentarja s sliko - iz sončnega prvomajskega Londona.
09.05.2007 @ 14:14 Aleš Lisac
Pravkar prejel mail od prijatelja Draytona Birda. He, he tudi on piše o Zymanu. No priznajte, da sem bil malo hitrejši ...Here's a strange story for you, Ales.

A few months ago we wrote an e-mail for a firm selling investment advice.

They took forever to get the damn thing out and never told us how it did, but one day sent us an e-mail asking us to adapt it to go out to another firm's list with whom they had a deal.

We saw two interesting things when they did this.

One was an internal message saying our e-mail was outdoing anything before - which would have been nice to know. The other was a note from the other firm saying their new marketing chief was more interested in brand values than response, so could we make our e-mail shorter and less aggressive.

This reminded me of what the smartest guy with the biggest brand in the world said about marketing. Here he is.





That is Sergio Zyman, former chief marketing officer of Coca-Cola. In five years, when few people thought Coke could sell any more, he and his team increased its sales by 50%, and the share price quadrupled.

You couldn't imagine anyone less like a direct marketer than someone who sells Coca-Cola. Or anyone you might think more dedicated to brand values.

But this man could teach a lot of direct marketers who hanker after quasi- intellectual tripe about such matters. He said in his excellent (and funny) book "The end of marketing as we know it" that marketers should be "the ultimate stewards of return on investment in assets".

That is why my Helpful Idea No 42 is: Never forget why you're there.

And what are you there for? Not piffle about brand values. His wonderfully down-to-earth definition of the aim of marketing is this: "To get more people to buy more stuff more often at higher prices so the company makes more money".

He says a lot in his book about marketers' lack of intellectual discipline, and the way they fail to set exact targets, talking vaguely about "more" sales, "more" market share but never putting a figure on the increases - saying precisely how much more.

As I always say - though I probably stole it from someone smarter than me - if you aim at nothing, you usually hit your mark.

He is particularly critical about the way marketers get into the boardroom and then start being more interested in what goes on there than their customers.

One of his best stories tells how he showed his first Coca-Cola ads in 1993 to his boss Roberto Goizueta, who said, "I don't like those ads." "Look, Roberto," he replied, "If you're willing to buy 100% of the volume worldwide then I'm happy to do the advertising that you like. Otherwise I've got to keep doing it to those damned consumers."

My favourite quote on this come from one of the great businessmen of the 20th century. The architect of Sears, Roebuck's rise to become the world's greatest retailer was Julius Rosenwald. He once remarked, "My ambition is to stand on both sides of the counter at once."

I doubt if he ever used the phrase "brand values". He just knew that no matter how important such things may be, "Nothing happens in business until something gets sold."

Who said that? Thomas J Watson Jr. of IBM. Strange how the best people tend to say similar things, isn't it?

Best,


Drayton

PS Don't forget - if you have a friend or colleague who you think would like to hear from me, please forward me their address. They'll get a polite invitation - which they can decline - and I never share my email lists.

Drayton Bird Associates
0845 3700121
32 Newman Street
London
W1T 1PU
:)
20.09.2017 @ 13:51 IvanPhs
http://recoverperu.org
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