Giorgi Lolua: :The Best Marketing is the Product that we Create’’
Interview with George Lolua, the Head of Marketing at Hausart Ltd and Hausart Development Ltd.
Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?
I entered marketing from business, spontaneously. I had no practice or education in this field. I have been in this company for 15 years, since its beginning. I am also a co-founder.
What challenges do you face as a leader in marketing, during a time of technological change?
All the new things that come with time, change every year in small steps. Looking at it 15 years ago, the situation today is radically different. Trends that are introduced in marketing and PR, and the approach to advertising marketing, is gradually improving. Today, for example, television is replaced by social networks. Social media is much more popular and productive than it was 10-15 years ago. This niche has actively taken over the television space. In general, like everyone else, we try to stay in fashion.
What has changed in the field in the last 5 years, and what changes are expected?
I find it difficult to make a specific forecast. Changes will definitely happen in 5-6 years, however, and it’s unknown to what extent. I think that dynamic will continue. That is, social media is conquering the market, and has not yet come to terms with what we need replaced. 10 years ago, we couldn’t have imagined that social media would become so active, thus there might see a new field, and need to do some replacement, quickly.
What do you think are the most important qualities a marketing manager should have, and what is his or her role in the organization in general?
For the last 5 years, we have not really taken the costs and priorities of marketing, as we consider the best marketing the product we create. Marketing is a way of wrapping up. This packaging comes in two forms: first - when you want it to look better than it actually is, and the second -to deliver all the great things you do for the customer. We chose the second path, that is, we are quality oriented, so our product does its own marketing. That's why we don't devote much time and resources to marketing tricks.
What do you do to keep the organization from falling behind on new trends, and keep applying innovative approaches to marketing?
We are actively working on social networks. We keep up-to-date on our activities, keeping users informed about the processes. In terms of visuals, the website, interface updates and social media is in constant control. We are trying to deliver a new version every 2-3 years, so that it won't be boring.
What’s your organization’s business model, in terms of marketing?
The development model, the marketing strategy that we have developed is primarily expressed by its self-descriptiveness, its quality. All this creates a background for the client to be interested in all the innovations and objects we carry out.
One word that describes your job.
The most useful advice you’ve ever received in your life?
One can’t go far without diligence.