Wednesday, March 22, 2006
Sergio Zyman IAA Dubai
Sergio Zyman self confessed marketing visionary had some interesting points to make, he sees the goal of marketers as:
To sell more stuff , to more people more often for more money more efficiently.
Hi is a pragmatist and believes that marketing needs to create top and bottom line growth, every $ needs to be accounted for. Marketing needs to engage in the growth agenda of the client company.
He was quick to note that the bud 'wassup` campaign was award winning and got most of the western world saying wassup, but sales of bud declined.
Having been the first CMO of Coke he had some interesting insight on the soft drinks industry which is applicable across sectors- Soft drinks are purchased with disposable income , they are not competing with other soft drinks but with all minor purchases.
He sees the primary role of marketing as the creator of organic growth .Marketing is the last tool to leverage for corporate growth. Nobody ever made any money by making things, you have to sell then to do that.
Having worked on political campaigns he explained that the marketing of politics is an interesting bench mark , do you set yourself a target of 51% market share? Do you have a date by when this target must be achieved? If you fail do you have to wait four years to try again? This is what politicians do and it certainly focuses the mind.
The number of touch points are being reduced so the quality of these touches needs to increase.
To sell more stuff , to more people more often for more money more efficiently.
Hi is a pragmatist and believes that marketing needs to create top and bottom line growth, every $ needs to be accounted for. Marketing needs to engage in the growth agenda of the client company.
He was quick to note that the bud 'wassup` campaign was award winning and got most of the western world saying wassup, but sales of bud declined.
Having been the first CMO of Coke he had some interesting insight on the soft drinks industry which is applicable across sectors- Soft drinks are purchased with disposable income , they are not competing with other soft drinks but with all minor purchases.
He sees the primary role of marketing as the creator of organic growth .Marketing is the last tool to leverage for corporate growth. Nobody ever made any money by making things, you have to sell then to do that.
Having worked on political campaigns he explained that the marketing of politics is an interesting bench mark , do you set yourself a target of 51% market share? Do you have a date by when this target must be achieved? If you fail do you have to wait four years to try again? This is what politicians do and it certainly focuses the mind.
The number of touch points are being reduced so the quality of these touches needs to increase.
