Every day hundreds of new products appear on the shelves of stores. Millions of consumers, adhering to some "their" principles, acquire new items.
The buyer often faces a difficult choice.They see before them a showcase on which a large number of similar products from different manufacturers. Some of the consumers on the machine make a decision to buy, someone is guided by the cost. But many are confidently acquiring this or that product. Why did they make this choice? What guided? Buyers recognize a certain brand and make a choice.
One saw an advertisement or heard from a neighbor, anotherhas reviews of friends or knows some information about the brand. Not the essence is important. But this suggests that buyers know what they see. They pay attention to visible, recognizable symbols of a certain company.
Who works to make the productrecognizable? Was it really worthy? Did you find your buyer? They are marketers. Professionals who can not only assess the market, but also solve the problem of potential customers. Specialists able to identify and meet the needs of customers. One of them is Samvel Avetisyan.
Самвел - один из ведущих российских маркетологов and brandmakers. He is known to professionals as a pioneer of brand management. He is sure that the brand is not a beautiful package or name. A brand is an idea, a word, a revelation, a covenant.
He considers that the principles set forth by Kotler,stopped working. He dealt with the product, not with values and ideas. Modern marketing is not a set of marketing tools, but the art of character transcoding.
The consumer now does not buy goods for utilitarian purposes, but buys symbols-certain brands of ties, watches, shoes carry him more information than speech or text.
Samvel Avetisyan proved his case in practice.Almost everybody knows the trademarks in which he participated - “Tinkoff”, “Khan”, “Tsar-father”, “Daria”, “Tehnoshok”, “Mistress’s dream”, “Tekiza”, “Picador”.
He was born in 1960 in Tbilisi.I decided to become a historian and enrolled in the Leningrad University at the Faculty of History. After graduation, there were only two ways to pursue a career: a scientific job or a party one.
Samvel Avetisyan continued his postgraduate studies,then seven years worked in the Public Library as a research assistant. For ten years he was a member of the CPSU and wrote a number of articles on the political history of Russia. So his scientific biography developed.
Самвел Аветисян был уверен, что наука - его vocation. But no matter how fascinating the work, she did not bring much money. It was necessary to support the family (Samvel has five children). It was hard to leave science. But the lack of money took its toll. And he took a chance. The newspaper saw an announcement about the work - a company marketing manager was required to Oleg Tinkov's company.
In April 1995, Avetisyan came to theinterview. As he recalls, it lasted forty minutes. Samvel began working as a marketing director at Petrosib, a chain of stores called Muzikshok and Technoshok. In the company of Tinkoff for 10 years Avetisyan conducted three projects - "Technoshock", "Daria" and the beer project "T".
Samvel Avetisyan is a revolutionary marketer with noble goals. Creative personality, he was able to take advantage of the "moment" and introduce an innovative idea into his first project - "Technoshock".
In 1996 there was a pre-election campaign.Peter was hung with "outdoor advertising" - against the background of the city panorama, an hourglass and a promising slogan: "Happiness is now." The people did not understand what it was about. Shitov was about a thousand.
Samvel and his team slightly “finalized” the idea, andThey added their own shields to these shields — against the background of the city, an hourglass in which coins flow into stereos and televisions. They indicated the addresses of the stores and the slogan: “Tomorrow is with us”. Rumors immediately spread around the city that the company had spent huge amounts of money on advertising. In fact, they just used the wrong advertisements.
In the summer of 1997, Samvel Avetisyan leftTechnoshock. Without a special education, he established himself as a talented advertiser and marketer. And in February 2000, Tinkov phoned him, offered to do the “Daria” dumplings. After a couple of months, Samvel realized that this was a presale preparation.
The team was faced with the task of repositioning."Daria" in the product easy preparation. They succeeded. The idea of one of the actions was to improve the demographic situation. It took place only in Petersburg, therefore it is not very famous.
Идея заключалась в том, что каждой Дарье, born in 2002, the company paid a lump sum that doubled the state allowance. Samvel Avetisyan (photo above) hung over two hundred posters in clinics and maternity homes of the city. That year 800 Dash was born in St. Petersburg. For comparison, in 2001 there were only 45. That was not the end of the deal.
Those who came for the manual were taken on a tour of the plant. One of the first industries that meet Western standards of cleanliness is stainless steel, polymer floors, gloves, robes and masks.
Visitors who imagined that Daria was located in a basement were impressed. They became “goodwill ambassadors,” telling their acquaintances about it.
After the sale of "Darya" it was time to decide - to leave or go into a beer project. Tinkov then began to build a beer factory in Pushkino.
An effective marketer should keep an eye ontrends, understand the behavior of people and own modern technologies. As the market and consumer culture grows, physiological needs replace social and spiritual values. This is, sort of, the same Maslow pyramid, but inverted. And it works, I'm sure Samvel.
Прекрасный пример этого - пиво марки «Т», The main idea of which is communication and acquaintance. It is designed for a student audience. Their key value is communication. It remained only to help them - to overcome the communication complexes and barriers. Give the idea the tone of irony - be bolder, communicate, go to the "T". The core of the project was the creation of a dating site.
For advertising used different videos.But not all of them were successful. But the very first, with the yacht, created a furor. The idea belongs to Oleg Kompasov: a man lies on a yacht, on the sides of the girl is white and black. "When everyone sees colorful dreams, he sees black and white."
Samvel Avetisyan did not accept the idea at first, butfinalized and implemented it. Video shoot, they went to Portugal. They found a black woman, a blonde brought with them. We rented a helicopter and filmed the plot for little money.
Innovative ideas can significantly save the budget. For marketing, "T" planned 7.5 million dollars, and the goal was achieved for 5. Soon the company was sold to a Belgian company for 60 million dollars.
A good marketer is an entrepreneur at heart, and Samvel went free-swimming.
In January 2006, Samvel Sergeevich founded his own company. A small company consists of seven people. It is engaged only in the development of ideas, and the design and creation of advertising is the client’s business.
Projects are related to various industries - food, electronics and more. The company is up to ten projects per year. The average turnover of his company “ArchIdea” is about 3 million dollars a year.
Among the company's clients are well-known companies - Atlant-M, Tekhnosila, Ren-TV, Eldorado, etc.
In 1999, Samvel Sergeevich Avetisyan graduatedStockholm School of Economics. In 2004, he studied at the INSEAD MBA program. The cost of training was 20 000 euros. As Samvel says, this training did not bring much benefit.
MBA type facilities are boring and equallythinking managers. For a large company, such experts are useful to create trouble-free work. But they will not be able to contribute to its growth and development or create bright leaders.
Samvel went there for the sake of interest - to seewhat constitutes a foreign education system. Students from 18 countries studied with him. It was interesting to talk with colleagues, make new acquaintances.
Avetisyan Samvel is a brilliant teacher.A former researcher, he knows how to masterly build lessons in a masterly and entertaining way. Leads in the Higher School of Economics several modules on the MBA program. He teaches and heads the department at Moscow State University. He lectures at the British School of Design, as well as at the Stockholm School of Economics and Skolkovo.
Master classes and lectures of Samvel are popular. By the way, the price for participating in a one-day seminar is 7 million rubles. His name is known both in Russia and abroad.
A marketer with more than twenty years of experience, Samvel could not help but share his knowledge with colleagues. “The End of Lazy Marketing” is a collection of interviews and articles written by Samvel Avetisyan.
Branding books that give the most usefulInformation is a rarity. In the same collection, Samvel Sergeevich shares the history of brand creation, original case studies and the author's philosophy of branding.
