Every day, hundreds of new products appear on store shelves. Millions of consumers, adhering to some "their" principles, are acquiring new products.
What is their choice based on?
The buyer is often faced with a difficult choice. They see a shop window in front of them, on which a large number of similar products from different manufacturers. Some of the consumers on the machine make a purchase decision, someone is guided by the cost. But many confidently acquire this or that product. Why did they make this choice? What were you guided by? Buyers recognize a particular brand and make a choice.
One has seen advertising or heard from a neighbor, the other has reviews from friends or knows some information about the brand. Not the point. But this suggests that buyers know what they see. They pay attention to the visible, recognizable symbols of a particular company.
Who is working to make the product recognizable? It turned out really worthy? Found your buyer? These are marketers. Professionals who are able not only to evaluate the market, but also to solve the problem of potential customers. Specialists able to identify and satisfy customer needs. One of them is Samvel Avetisyan.
Who is he?
Samvel is one of the leading Russian marketers and brand makers. He is known to professionals as a pioneer of brand management. He is sure that the brand is not a beautiful packaging or name. A brand is an idea, a word, a revelation, a covenant.
He believes that the principles set forth by Kotler have ceased to work. He was dealing with a product, not values and ideas. Modern marketing is not a set of marketing tools, but the art of transcoding signs.
The consumer now does not purchase goods for the sake of utilitarian purposes, but buys symbols - certain brands of ties, watches, shoes carry him more information than speech or text.
Samvel Avetisyan proved his point in practice. Almost everyone knows the brands he participated in creating - Tinkoff, Khan, Tsar Batyushka, Daria, Technoshok, Mistress’s Dream, Tequise, Picador.
How did it all start?
Born in 1960 in Tbilisi. He decided to become a historian and entered the Leningrad University at the Faculty of History. After graduation, there were only two ways to pursue a career: scientific work or party work.
Samvel Avetisyan continued his postgraduate studies, then worked as a research fellow at the Public Library for seven years. For ten years he was a member of the CPSU and wrote a number of articles on the political history of Russia. That was his scientific biography.
Samvel Avetisyan was sure that science is his calling. But no matter how carried away by the work, it did not bring a lot of money. It was necessary to support a family (Samvel has five children). Leaving science was hard. But the lack of money has taken its toll. And he took a chance. I saw a job advertisement in a newspaper - Oleg Tinkov’s company needed a marketing manager.
Career Marketing
In April 1995, Avetisyan came for an interview. As he recalls, it lasted forty minutes. Samvel began working as a marketing director at Petrosib, a network of stores Music and Shock. At Tinkov’s company, Avetisyan spent three years conducting three projects - Technoshock, Daria and the T beer project.
Technoshock
Samvel Avetisyan is a revolutionary marketer with noble goals. A creative person, he was able to take advantage of the “moment” and introduce an innovative idea into his first project - “Technoshock”.
In 1996, the election campaign took place. Peter was hung with "outdoor advertising" - against the backdrop of the city panorama, an hourglass and a promising slogan: "Happiness is now." The people did not understand what it was about. There were about a thousand shields.
Samvel and his team “refined” the idea a bit, and added their own to these shields - against the background of the city an hourglass in which coins flow into music centers and TVs. They indicated the addresses of shops and the slogan: "Tomorrow is ours." Rumors immediately spread around the city that the company had spent a lot of money on advertising. In fact, they simply used incorrectly targeted ads.
In the summer of 1997, Samvel Avetisyan left Technoshock. Having no special education, he established himself as a talented advertiser and marketer. And in February 2000, Tinkov called him and suggested that he take up Daria dumplings. After a couple of months, Samvel realized that this was about pre-sale preparation.
"Darya"
The team was faced with the task of repositioning Daria into an easy-to-cook product. They succeeded. The idea of one of the actions was to improve the demographic situation. It took place only in St. Petersburg, so it is not very famous.
The idea was that for every Daria born in 2002, the company paid a lump sum that exceeded the state twice. Samvel Avetisyan (photo above) posted more than two hundred posters in clinics and maternity hospitals of the city. That year 800 Dash was born in St. Petersburg. For comparison, in 2001 there were only 45 of them. This did not end there.
Those who came for benefits were taken on a tour of the factory. One of the first productions that meet Western standards of cleanliness is stainless steel, polymer floors, gloves, bathrobes and masks.
Visitors who imagined that Daria was housed in a basement were very impressed. They became "goodwill ambassadors", telling their friends about it.
After the sale of Daria, it was time to decide whether to leave or go to the beer project. Tinkov then began to build a beer factory in Pushkino.
Beer "T"
An effective marketer needs to follow trends, understand people's behavior and master modern technologies. As the market and consumer culture grow, physiological needs replace social and spiritual values. It’s kind of the same Maslow’s pyramid, but inverted. And it works, Samvel is sure.
A great example of this is T brand beer, the main idea of which is communication and acquaintance. It is designed for students. Their key value is communication. It only remained to help them - to overcome complexes and barriers for communication. Give the idea a tone of irony - be bolder, communicate, go to "T". The core of the project was the creation of a dating site.
For advertising, different videos were used. But not all of them were successful. But the very first, with a yacht, made a splash. The idea belongs to Oleg Kompasov: a man lies on a yacht, on the sides of the girl - white and black. “When everyone sees color dreams, he sees black and white.”
Samvel Avetisyan at first did not accept the idea, but finalized and implemented it. A movie to shoot, they went to Portugal. A black woman was found here, the blonde was brought with her. They rented a helicopter and filmed the plot for little money.
Innovative ideas can significantly save the budget. They planned $ 7.5 million for marketing T, and the goal was reached for 5. Soon, the company was sold to a Belgian company for $ 60 million.
A good marketer is an entrepreneur at heart, and Samvel has gone free swimming.
"Arch Idea"
In January 2006, Samvel Sergeyevich founded his own company. A small company consists of seven people. It is only engaged in the development of ideas, and the design and creation of advertising is already the client’s business.
Projects are associated with various industries - food, electronics and much more. The company has up to ten projects per year. The average turnover of his company, ArchIdea, is about $ 3 million a year.
Among the clients of the company are well-known companies - Atlant-M, Technosila, Ren-TV, Eldorado, etc.
