The business does not support a state of tranquility. It does not matter what level of success your company has, whether it has a large business or not and how far your competitors have left behind, because to maintain leadership they must raise their level every day. What “equipment” is necessary to storm new heights? The answer to that question knows a marketing specialist, Elvira Gavrílova. Gaining experience in different settings (editor-in-chief at a business magazine, Financoff, a producer, a PR specialist), Elvira has focused on advertising and marketing. Business cannot stand a state of tranquility. It does not matter what level of success your company has, whether it has a large business or not and how far your competitors have left behind, because to maintain leadership they must raise their level every day. What “equipment” is necessary to assault new heights? The answer to that question knows a marketing specialist, Elvira Gavrílova. Gaining experience in different settings (editor-in-chief at a business magazine, Financoff, a producer, a PR specialist), Elvira has concentrated on advertising and marketing. “Your” general guide “to developing your business is marketing, and the main strategic guidelines are brand, products, customer attraction, and sales. In the equivalent parallel development of each of these parameters there is a formula for success ”, – shares her approach to commercial promotion Elvira Gavrílova, the co-owner and CEO of Amillidius, an advertising company. Elvira Gavrílova: the success of the brand is its value in the eyes of consumers. About the brand What does a successful brand mean and how is its image created? Elvira Gavrílova: In today’s highly competitive market, you cannot survive without an Internet presence. The brand can be compared to an expensive suit: the stylish appearance radiates the energy of success, inspires confidence. And none of us didn’t want to do business with a person who takes dirty rags and smells bad. Your brand needs “an expensive suit”: having a positive image on the Internet that will increase your visibility and customer loyalty. And a foundation for that is a brand platform that includes everything from descriptions of the target audience to external attributes, from a mission of the brand and its values to its main messages that must be transmitted to the consumer. For brand information to include information about your company on the first page of search engine results, SEO technologies are applied. SEO-optimized articles about the brand and the product must be published in the main popular media, paying special attention to the semantic load and visual content. Today, the brand is not enough just an official site, you can not do without a YouTube channel. Video is the main marketing trend for the next decades, it is one of the most effective digital tools. By creating as much video content as possible, they strengthen the brand’s position. At Amillidius we never tire of reminding customers that all efforts can be canceled if negative information about your brand appears online. It cannot be ignored, even just negative criticism carries danger. It is necessary to monitor all Internet sites and respond instantly to fair criticism, correcting the situation. And, in the case if someone deliberately wants to make their company sound bad, they must use all possible methods of reputation management and completely eliminate the negative of the network. By building a strong brand reputation and honing your protection system, you can effectively ward off an information attack. About the product How can you convince your client that he needs a product exactly from your brand? EG: People do not buy a product or service, but the advantages that they offer them: a state, a reliability, a comfort, some emotions. Your task is to offer him something that will improve your life. You must study the mindset and behavior of your customers, know exactly what they feel and what they want. However, it is not enough to have an idea and create a great product. To be successful, that is, make a profit, you need a program to get it to market and promote it. The first element of this strategic action plan is the creation of a product passport, which describes in detail its main properties: a composition, the shelf life, the price, a target audience, a unique sales proposal, the advantages and differences Regarding the competitors, the sales scripts and also the handling of the objections that may arise with a potential buyer. It is important to remember that the main value in the eyes of the consumer is not the price, but the value of the product. Here marketing is intertwined with psychology. One of the effective methods that I often advise clients is “social testing.” Its essence is to make it clear to the public that other buyers: famous people, celebrities, experts, are already using this product and are quite satisfied. This helps to significantly increase sales. And a more important nuance on which I want to focus attention. Upon entering the market, each product has a certain life cycle: demand, and with it the increase in profits, peaks and then falls. In order for the company’s earnings to remain stable, new products must be introduced to the market precisely in terms of time, so that when the popularity of the previous product decreases, the new sales peak. Elvira Gavrílova: we choose the right course towards the customer Elvira Gavrílova and Paulo Barradas Rebello (CEO of Bluepharma) are at Torre De Palma Wine Hotel on the Portugal-Spain border, 2020. Attraction of consumers The Internet offers practically unlimited options. How to find and retain your client in these conditions? EG: An effective marketing tactic that seeks to find customers and obtain their contact information (leads) is lead generation. To convert traffic into real buyers, you need to combine different approaches: contextual, banner, targeted ads, affiliate programs, and other methods. They differ in principle from selecting the target audience and placement of ads. Contextual advertising appears in search engine results as a response to a user request. Its advantage is the focus on those who are ready to buy. On social media, targeted ads are used successfully – it covers the selected target audience according to different sociological characteristics: gender, age, education, interests. This allows us to understand which users are not interested and to show the advertising to potential buyers. In addition to these two main types of advertising, e-mail, channel and messenger messages, presentations, exhibitions and other events show excellent results. At Amillidius we use all the Internet promotion tools, complementing each other, they allow to increase brand recognition and, in a short time, the number of company customers and sales. Sales In the end, the most important objective for a business is sales. How to convert a potential consumer to the real one? EG: The process of a sale depends on many factors. The main ones are the office and the staff of the company. The office must be presentable, equipped with modern technology. The face of the company is its employees. For the impression they leave on the customer, the dress code, neatness, pleasant scents and modern gadgets are important. Marketers must be experts, competent and well delivered speech, the ability to attract and hold attention is required for them. The speed of a response to a customer’s question should not exceed two seconds. It is important to know the history of the brand, the passports of the products, the sales scripts and to be able to resolve the objections. The seller is obligated to browse the products of competing companies and be able to convey the superiority of their brand products over competing products for sale. To achieve this level, the seller needs to train systematically, increase professionalism, improve speech skills and stress resistance. Without constant training, even the great Cristiano Ronaldo would not have scored as many goals. Improving the professional level of the sales department is a necessary condition for the development of the company. Errors and miscalculations at this stage can destroy all previous successes of marketers. What main message would you like to transmit to employers? EG: I have described the four main components of an effective marketing strategy. Each of them requires attention; It is a mistake to focus on one thing and lose sight of other directions. It is necessary to develop everything in a complex: this is a comprehensive structure, which must be supported by both the boss and each employee of the company. At Amillidius, we believe that our goal is to help you plan and implement such a marketing strategy, to propose an approach that helps your business move forward.