Rewritten Article
Unleashing the Potential of Belarusian Marketing: Igor Mann Joins AIRmarketing's Team
Marketing entrepreneur Igor Mann ventures into Belarus: "Impressed by the opportunity to aid the entire nation!"
A fresh chapter in the marketing landscape: Renowned CIS marketing guru, bestselling author, and "Mann, Ivanov and Ferber" co-founder, Igor Mann, takes the leap as a partner at AIRmarketing, marking his first venture in the Belarusian business world. With a mission to revolutionize marketing through systematic approaches and guaranteed growth for clients in the B2B segment, Igor joins forces with the ambitious AIRmarketing team. Curious about what drew Igor to Belarus and what our marketing scene lacks, we posed some burning questions.
"Helping shape marketing nationwide – it's a chance too good to pass up!"
- What sparked your interest in AIRmarketing and the Belarusian market?
- frankly speaking, this is my first truly international project. It's awe-inspiring and incredibly motivating. When there's an opportunity to help cultivate marketing on a national scale, I couldn't resist. After all, it's too rare to find such an opportunity.*
*I had the pleasure of meeting the AIRmarketing team relatively recently, but we hit it off immediately. Our shared views on marketing, identical goals, and even tactics left me confident that I could contribute here.
It's not simply about the growth of a business, but about preparing for it. Our key promise is guaranteed growth, achieved through collaboration and a well-thought-out strategy.
What's your take on Belarusian marketing? How similar is it to Russian marketing?
- Put frankly, it shares similarities. Often, marketing in our regions centers around SMM and social networks. Sometimes, I comment that the temporary ban of Facebook and Instagram within the country is therapeutic, as it drives people to rediscover the basics of marketing and use a broader range of tools.
**I've been to Minsk numerous times, spoken at various events, taught, and observed as marketing evolves in Belarus. It's brimming with energy, but it lacks structure. With AIRmarketing, we aim to change this.
Instead of focusing on trendy, individual channels, we'll approach marketing systematically: considering the product, strategy, and finding ways to expand sales channels. We'll look beyond what's currently prevalent but aim for broader opportunities.
"Business must want more than just growth – it needs to be ready for it"
You're keen on offering a guaranteed result for clients. Explain how this is possible.
- guarantees in marketing can be intricate, but we know certain tools work consistently and effectively. It starts with an audit: we assess if a company is ready for expansion, as growth isn't just a magical outcome, it's the result of specific conditions. For example, it's difficult to achieve when the market is contracting or the company leader lacks interest in expansion.*
A crucial factor is a company possessing clear values, a mission, and an ambitious objective. Without these components, growth can become challenging. Therefore, we discuss growth with a star in mind. A business must desire growth but also be prepared for it. The necessary elements must be present, like stars in the sky. If all this is there, then the remainder is just technical execution.
*Following the audit, we create a roadmap for implementation over an intense 90-day cycle. We kick off around 40 marketing initiatives, separated into blocks: attracting new clients, boosting loyalty, re-engaging lost clients, product line development, staff training, and more.
*We guide clients through task implementation, and if obstacles arise, we lend support. Our goal is to tackle the primary hurdles businesses face: finding growth opportunities.
"Working Together – Driving Growth Together"
Will you provide companies with a roadmap, or will you be involved in implementation?
- Past projects have taught us that without a certain level of drive and professional support, growth won't materialize.*
Typically, marketing directors have the energy to elicit growth and support, but not always the resources or backing. Meanwhile, stakeholders may greet marketers' proposals with skepticism, making an outside expert's opinion more palatable.
We can devise incredible plans, but real growth starts when our team and clients work collaboratively – step by step and comprehensively – during the 90-day cycle. And if the company continues, the momentum need not stop.
- What type of companies are most likely to benefit from this offer?
- Our solutions are primarily targeted at larger enterprises seeking further growth and mid-sized businesses aiming to expand. However, even small companies with big aspirations sometimes come to us, and we're eager to help them grow.*
We offer invaluable and effective services: our knowledge, consulting, support, books, and guides – all of which will be made available to clients.
When we launched the agency, we shared a list of growth-enabling factors with the business community. It served as a reality check for those dreaming of growth but haven't prepped the groundwork.
We also plan events, corporate training, conferences, workshops, and evening sessions to provide learning opportunities. Our goal isn't empty motivation, but a systematic approach, specific tactics, and controlled plan implementation.
As for industries, we see high potential in banking, real estate development, and Belarusian productions. Several large companies have already expressed interest in our services.
"A Testimony to Excellence – Word-of-Mouth Marketing"
What role do you envision for yourself in the AIRmarketing team's activities?
- First and foremost, I intend to share my expertise: while much of it can be found in my books, there's practical knowledge and nuances that can't be captured on paper.*
I plan to act as the team's external brain, joining client events online to provide expert opinions and alternative perspectives.
I'll personally participate in major projects, visiting Belarus, meeting clients, and leading technical sessions. I have a wealth of experience, and I aim to utilize it here effectively.
This isn't a hollow association, requiring my presence only for my name. On the contrary, I hope to entrust my colleagues with everything I know and can do. My objective is for my colleagues to internalize my school of thought: they should say, "We feel the Mann school, we appreciate this approach." Because the principles of AIRmarketing align with mine: maximum practicality, no unnecessary theorizing, only what yields swift and substantial results.
Plans for AIRmarketing's Future and Igor's Role
- I would love for people to frequently say, "It's great that AIRmarketing is collaborating with an increasing number of external clients."*
I dream of clients spreading the word about us: "We worked with AIRmarketing, achieved impressive results – if you need it, I highly recommend it."
Money is an outcome of a solid reputation, and reputation is sacred to me. I'm meticulous about choosing partners, always insisting that my name, brand, and reputation remain impeccable. But I trust my colleagues.
As for our immediate plans, we've got an event lined up for the fall, but I'm not ready to reveal the details yet.
One key plan is co-authoring a book with Belarusian marketing experts, discussing the peculiarities of the Belarusian market, competitive landscape, and companies' favorite tools. It's surprising that such a book doesn't exist yet, but soon, it will. I'm positive it'll be fascinating!
- Igor Mann, a renowned CIS marketing expert and Belarusian entrepreneur, has joined AIRmarketing as a partner, marking his first venture in the Belarusian business world.
- Igor Mann sees potential in revolutionizing marketing through systematic approaches and guaranteed growth for clients in the B2B segment, ensuring success for Belarusian businesses.
- To achieve this, AIRmarketing's 90-day plan includes 40 marketing initiatives, focusing on attracting new clients, boosting loyalty, re-engaging lost clients, product line development, staff training, and more.
- Igor Mann is eager to work with various industries, including banking, real estate development, and Belarusian productions, with several large companies already expressing interest in AIRmarketing's services.
