Matteo Salvini, Deputy Prime Minister of Italy, is an excellent marketer. Any company that emulates such marketing power will be more competitive. These are the three marketing lessons managers can learn from Salvini:
Give customers exactly what they want
There are two types of selling: 1) Give people exactly what they want (no customer friction) and 2) Try to change them into something you think is better for them (some customer friction). Successful marketers and sales people choose the first. Creating change in customer behavior requires substantially much more content, while giving people what they want is much more effective.
Leaders must lead
Leaders can not be invisible but must be in the front line. Salvini is fighting the toughest battles, and this results in respect from his team and customers. He is as hands on as one can be. He is always present in media and respond to challenges directly on his own. CEOs and and other company leaders would benefit by adopting a leadership style with more direct marketing and sales presence.
Every micro-trend is engaged
Company growth depends on its ability to respond to trends (global, local, quick, long). Salvini is able to respond to any trend on any level. Even if he looses a trend related conflict, he has still won by being relevant to that trend, by being present. Companies structured and managed so they can easily participate in trends are flexible and agile, and therefore more competitive.
Politicians are one of the most advanced marketing innovators. Objectively understanding how they win and adopting their methodologies is a benefit for any manager. Marketing history is greatly dominated by political marketing innovations, and Salvini is the latest example.
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