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.

Why Marketing is a People Business – A Personal Point of View

Wednesday 13th September 2017

I am a believer that marketing is a people business. The economy is made up of value-added and GDP generated by people’s talent, creativity, knowledge, competence and hard work, among others. Consumption of goods and services are key drivers of the economy. Thus, products and services exist and are developed to satisfy needs and wants of consumers.  

I tend to love people and building relationships. People meet each other informally, such as at networking events, where a moment or something that a person says strikes you with the possibility that you will keep on remembering that person and building an acquaintance. You may not have known a work colleague well but meeting in different circumstances such as a company event, or even socially such as meeting at a wedding or a party where a conversation develops, may set off a different dimension to your relating with that person.

Marketing is the same. It is about the customer experience which creates engagement such as the bond between the consumer and a brand/product, the loyalty towards a financial services company, to mention a couple of examples. To create loyalty, engagement and a delightful customer experience necessitates understanding your customers and taking care of them. Economics, sociology, psychology, statistics and accounts are all subjects studied in management and with others, each play a part in working out a formula for a product or service to be successful on the market. A quality and attractive product, priced at the value which its customers or users are comfortable to pay for, promoted in an engaging way and made accessible as expected, is the mix of the 4Ps (product, price, promotion and place) which are key determinants of market success if marketers see their plans and strategy from the eyes of the people to whom the products and services will reach.

The way that people have empowered themselves through the choices they make, how much to pay for them, how and where to get what they wish and require, is testimony of the evolution of the market we are experiencing, bringing out the reality that producers and service providers exist to meet the needs and wants of customers. A course of possibly more success for companies and organisations, is when they are ready to understand people and engage with them through a sense of service.

In a digital world, people interact by making use of different services available, source products (internet shopping as a common example), use social media, administer their personal finances and other matters. The next evolution is how people will continue moving towards using digital tools to obtain what they need and want in life, in the way that they wish rather than reacting to being bombarded and influenced through digital media and similar channels. Companies and organisations need to remain consistently aware that customers are human, who will continue to make their own choices and that digital marketing presents tools within the virtual world for the creation of interaction, engagement and communication.

Miriam Sultana

Head of Economics Advisory, PKF Malta

Venture Capital – Not Just A Cinderella Story For Start-Ups

March 2018

The concept of venture capital has proven to be one of the most successful financing concepts in the United States, much to the envy of the rest of the world.

Daniel Bugeja

Business Doctor

The Importance of Good Succession Planning for Business Survival

March 2018

How dependent on you is your business? Would it operate as efficiently without your constant presence?

Rebecca Agius

Business Analyst, BEAT

Getting things done, the best way possible

February 2018

An organisation is built on the three pillars of people, technology and process.

Daniel Bugeja

Business Doctor

Three Key Factors To Successful Strategic Planning

February 2018

Strategic planning is an essential dogma for successful businesses. However, simply creating a great plan does not mean that it will be a lucrative one, especially when it comes to putting it into action.

Daniel Debono

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

Putting Education Back On The EU's Agenda

February 2018

The European Commission has published a new education package comprising of three proposals that seek to improve European citizens’ skills.

George Mangion

Senior Partner, PKF Malta

PKF Invites Members To Visit The CIC Thought Leadership Centre In Rotterdam

February 2018

PKF has the pleasure and privilege of inviting interested persons to visit the Cambridge Innovation Center (CIC) Thought Leadership centre in Rotterdam, the Netherlands.