Louis Olivieri

Marketing Specialist

Louis Olivieri is a marketing specialist having practiced the profession in Malta since 1988. Louis was responsible for launching and developing a number of internationally known brand names, growing them to become leaders on the Maltese market. At the same time, he developed marketing departments and staff. In 2006, he ventured into his private practice as a marketing and business development consultant. Since then, he has worked for a number of organisations in different market sectors. Louis is a Business Management graduate and a Chartered Marketer. In parallel to his private practice, he takes various initiatives to give a contribution to the development of the marketing profession. Among others, Louis set up The Chartered Institute of Marketing Malta Branch, launching it in 2009 and chairing it until 2015. He also Chairs the Marketing Committee within the Malta Chamber of Commerce, Enterprise and Industry.


Marketing Budgets and Resources

Monday 03rd July 2017

The implementation of a marketing plan and business projects needs financial back-up and hence requires a budget allocation. It follows that the next step is to source the funds and/or how much of the budget allocation will be used for marketing activity and projects.

A key to the answer is to distinguish between the terms ‘funds’ or ‘budgets’ and the term ‘resources’. The difference is that when we look for resources rather than a monetary budget, the funds become only one element of an infinite amount of resources which can be identified from both within and outside an organisation to effectively implement a marketing plan and/or projects.

The departure point for the implementation of a marketing plan is creativity. This also applies to how to source and how to make effective use of resources. For example, a well-planned joint promotion with a compatible organisation creates synergies through the extension of resources, the impact of the promotion and increasing value to the customer.

Organisations which represent foreign brands very often have budget arrangements to promote the products on the local market. However marketing resources could be extended through material in kind such as one-off price allowances for promotions, the supply of point-of-sale material or giveaways for on-shelf promotions as examples. In addition, companies could be organising international initiatives which local companies could participate in. For example, an international organisation could sponsor an event or promotional initiative organised by the local company, giving customers the opportunity to attend a unique experience using participation tickets provided by the sponsor.

Being diligent with the way to use business money is a motto which is always relevant. One of the ways that this could be adopted is by carrying out in-house marketing activity. An example could be a Facebook incentive which could be administered internally and the cost would be that of the chosen incentive. A loyalty scheme could also be administered internally through the organisation and regular updating of a database. The efficient and effective use of human resources can also contribute to productive marketing initiatives where internal staff can be engaged to prepare and send mailshots, take care of website maintenance and other related work. This could give the opportunity to staff having different roles to make use of the occasional slack time by carrying out some work in different areas to those of their normal routine.

PR and added value offered by print media is another way of how marketing expenditure is commonly extended. In addition, corporate social responsibility presents many opportunities for organisations to combine promotional initiatives with contributing to a good cause. This route will increase the chances of having a wider consumer engagement and participation, building the corporate image and hence, goodwill.

The budget criteria are typically related to sales forecasts and the anticipated results of marketing activity. Regular evaluation of performance would assist the control of spending in relation to earnings. The establishment of sales trends over a number of years is a good tool to measure the result of promotional initiatives at any point in time.


Marta Bugala

Administration and Marketing Executive, CorporateGiftsMalta


Using Promotional Branded Items To Increase Visibility And Connect With Clients

April 2018

When you’re planning your marketing strategy, the obvious priorities are building people’s awareness about brand, connecting it to positive vibes, making it ‘customer friendly’, and most importantly, making it easy to remember.

Daniel Bugeja

Business Doctor


How To Avoid Falling Into The Business Owner's Trap

April 2018

Some view having your own business as liberating and relieving - however, this is rarely ever the case!

Daniel Debono

EU affairs manager, Head of Brussels operations, Malta Business Bureau


Legislating Work-Life Balance In The EU – An Employers' View

April 2018

The EU’s approach should be also focusing more on promoting more investment in childcare and elderly care facilities and encouraging more fiscal incentives for working parents.

Louis Olivieri

Marketing Specialist


Public Relations – A Tool To Build And Maintain Relationships

April 2018

Public Relations (PR) is a tool which organisations can use to build and maintain image, reputation and relationships with all stakeholders.

Rebecca Agius

Business Analyst, BEAT


The evolution of BPM, and the road ahead

April 2018

Many of today’s management veterans remember the days when processes were stored inside people’s heads.

George Mangion

Senior Partner, PKF Malta


Tax Harmonisation Invokes A One-Size-Fits-All Approach

April 2018

Larger EU member states want tax harmonisation, and some fear that a stalemate brought by opposition from small states can be ended if the European Commission triggers a neglected article of the EU constitutional treaty to suspend states' veto powers on tax matters.