Pakistan needed to be marketed well: Mitch Carson

Lahore: No country in the world can progress without promoting young entrepreneurs who are equipped with the modern techniques of selling their products, and Pakistan is no exception to it, said Mitch Carson, an eminent marketing expert from United States, while addressing an international seminar on Modern Marketing Strategies at the Government College University, Lahore held under the auspices of Ravian Forensic Society and Media Watch Society.

In his key note address, Mitch Carson said that mostly traditional methods of marketing were used in Pakistan involving print and electronic media, while in the West, most of the small entrepreneurs preferred to use direct marketing strategies to target their potential customers. “Direct marketing is less expensive and more productive especially for the small entrepreneurs,” he added.

Mitch Carson also told students about the latest techniques including of making video press releases, web interviews and co-authoring books with known celebrities of the field. He also said that the most effective advertisement was that which shocked its viewers and made it difficult for them to forget the product. He said that small entrepreneurs in the beginning didn’t get much chance to highlight themselves and their products through national or local media, so they should do the web interviews and video press releases which were found to be highly effective as compared to the cost involved.

He also said that in the modern world without proper marketing strategy, no business could be made successful; not even politics. He said even doctors and other professionals in the Western countries studied marketing or hired consultants to properly market their skills.

Talking about Ramzan, he said that it was one the most wonderful things he had observed in his life, adding that Ramzan gave a strong message of tolerance. He also said that charity also made Ramzan wonderful when haves arranged dinners (Iftar) and early breakfasts (Sehr) for the have-nots. “Nobody can die hungry in Pakistan in Ramzan,” he added.

He also lauded hospitality of Pakistani people and rated it at number one in the world, saying they were very polite and helpful to the foreigners. He said Pakistan was a great and beautiful place for the foreigners. “I must say the real Pakistan is not much known to the people in the United States, and it also needed to be marketed well in the world,” he added. He said that young Pakistani should play an important role in marketing the great positive aspects of their country through write-ups, documentaries, short film-making and creative video press releases.

He also called upon the student promote the culture of book reading, instead of just relying on information from internet. He said book reading promoted creativity in a person.

Mitch Carson also said that it was great honour for him to address a seminar at one of the oldest and most prestigious seat of higher learning, GCU, which was also alma mater of the current prime minister and army chief of this country.