Lana Bliadze: “Constant Readiness and Adaptation to Novelties is the Key to Success’’
Interview with Lana Bliadze, Head of PR and Marketing Department at "Didgori" and Organization Development Specialist at “Georgian Unique Wine’’
Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?
It has been many years since I was a host on a program at First Channel Radio, and my first profession was in journalism and communication theory, and I studied at Ilia University. Then I got several offers from companies to head public relations and marketing departments, so I decided first to get a proper education, and only after that take up responsibility. I studied at GAU PR School, after which I started my actual career in the huge world of marketing. The first great challenge was to create a PR strategy for “The Music Academy of the Georgian University’’, followed by other challenges that lead me to continue my studies at the University. I decided to apply for Organisation Development and Consulting Programme at TSU. I will get my Master’s in this in several days, and will start working on my PHD.
In regards to technological changes, what challenges do you face as the head of a marketing service?
Nowadays, any organization can fail in the business world, that is, not developing and adapting to new technologies. Managers need to create the relevant conditions for technological changes, as we can review changes in positive contexts. If we compare this to previous decades, we will see that:
- We are able to share information faster and more efficiently;
- It’s now easier to analyse a company’s progress according to rapid feedback from users;
- We can integrate functions and systems;
- Companies are more skillful.
Consequently, we can achieve the result on paper, though the risk is higher, and we need to operate more carefully.
What has changed in the field in the last 5 years, and what changes are expected?
As time passes by, the competition gets more intense, as the quantity, as well as the quality, required to control a company’s pulse and reinforce its positions. New challenges won’t let us rest.
How we communicate with customers has dramatically changed, and social media has empowered the customer and plays a huge role in influencing its users. Standards that work today, might not exist tomorrow, and that’s why the key to success became adapting to novelties, being ready for them. If we look at it from a technological perspective, 10 years ago, when “Didgori’’ started its operation, people would produce something, and nowadays most of them are made by facilities, faster and in a high quality fashion, while the employment rate remained high.
What important features should a marketing manager focus on, and what are their roles in an organization?
A competitive marketing manager should never be satisfied with a result, even if she achieves more than planned. One should always be oriented towards self and company development, keep up with the competition, and should be able to make correct predictions and well-planned decisions.
What’s your organization's business model?
Our organization’s business model is based on bilateral interaction and, once communication is interrupted, a company might start falling down. First, when we create a product, we need to hear feedback from customers through social networks. We define the lucrativeness of the product by this metric.
One word that describes your work.
The most useful advice you’ve ever received in your life?
Never settle for less than what you deserve, as you will always get what you say yes to. This has proven to be right, but I still find it hard to follow.
Think of a person who inspires you, professionally.
I have had to collaborate with people with whom I would always learn something new and interesting, in any field I worked in. Besides, I’m lucky to be surrounded by my peers, and that they support me and make me feel that I can do something important, that empowers and motivates me.