Creative Concepts

Balloons, toothpicks and drinking straws...a strange list of materials for an international workshop on marketing, but I was preparing for a very unusual program in Almaty, Kazakhstan. The new idea for a workshop based on marketing rather than production for small businesses, originated at the Golda Meir International Mount Carmel Training Center (MCTC) in Haifa, under the auspices of MASHAV. MCTC, headed by Mazal Renford, has an impressive history of successes with workshops in Israel and abroad. Bilha Cohen, coordinator of workshops on the topic of the Organization and Management of Microenterprises, discussed with me and my colleague for the trip, Yaacov Gorohovshy, the possibility of developing a different type of workshop for the new nations of the Commonwealth of Independent States (CIS).

The market economies which are emerging in Eastern Europe and Central Asia are producing a new generation of entrepreneurs, who need to be exposed to creativity and new ways of thinking in business and marketing planning. These new ideas are full of abstract concepts. Entrepreneur workshops are generally based on a supervised, hands-on experience, stressing the physical production of a product. If creativity and thinking are to be the main points of the workshop, good and clear communication is absolutely essential for it to succeed.

With that in mind, a dual language, Russian/English program was developed. Yaacov Gorohovshy, a private consultant in business development, was invited to be one of the instructors. Born in Russia, brought up and educated in Israel, he speaks fluent Russian so could clearly explain Israeli concepts and business attitudes without the complications of a translator. But he was uncertain if a workshop based on marketing alone would work. He felt that the participants needed to actually make and sell a product in order to understand marketing. I had to agree with him. I specialize in workshops that communicate using the visual image, presented in slides and transparencies, with the spoken word being used only to clarify what is seen with the eye. I was going to speak in English, with the aid of a translator, and was worried if the combination of languages was going to work. I had never done a workshop like this one and felt that the two languages might cause an imbalance in the classroom because of the ease with which the participants could refer to the Russian speaking instructor.

With these doubts in our minds we arrived in Almaty, a beautiful, tree filled town set under snow topped mountains, carrying heavy suitcases full of very unusual teaching aids. We were given a warm welcome by the host agencies, the Almaty Entrepreneurs' Association and the Forum of Entrepreneurs of Kazakhstan. The two local coordinators, Mr. Abdullah Hashamuratova, who was also a participant, and Ms. Aigul Umberbaeva, chief office manager of the Almaty Entrepreneurs' Association, had everything prepared in a splendid classroom supplied with equipment and materials. Twenty-three highly educated participants, all entrepreneurs involved in the daily commercial life of Almaty, were waiting to start a workshop called "Marketing Management of Small Businesses in Kazakhstan."

The workshop started well from the first minute. Within an hour the participants, who were on the whole unknown to each other, were deep in debate and exchanging ideas with gusto. The doubts about a dual language environment were swept away. Sholpan, a qualified translator studying for a business management degree, was in the classroom at all times. Her help and enthusiasm made the English language part of the workshop as dynamic as the Russian.

During the first week the participants were encouraged to develop their creativity and ideas. Parallel to this was a series of lectures and exercises dealing with topics such as marketing strategies, advertising, package design and business planning. Following a creative thinking workshop, the participants were divided into four working groups representing four companies. They were to simulate the process of launching a new product or service onto the market, choosing an idea that had potential for success in the city of Almaty.

Firstly, the participants were asked to create their company image using colored paper, balloons, toothpicks and drinking straws. The groups soon understood that an abstract concept can be converted into a three-dimensional structure which can communicate an idea visually. By this time the groups had identified viable ideas for a business. One group decided to establish a rural tourist center promoting an area of the country situated on a main transport route. They had not started on marketing or business plans for the idea, but by doing the company image exercise they suddenly discovered a marketing strategy. A traditional Kazakh domed tent used by the region's nomadic peoples, called a yurt, appeared from the paper and drinking straws - their image was to be ethnic Kazakh. Another group decided on a company for the renovation of buildings: while cutting and pasting paper, a key was created which eventually became their logo. The group which chose an entertainment complex was searching for something sophisticated and glamorous - a pyramid emerged from the paper, bringing with it the image of Cleopatra and the idea of antiquity with a mystic style and glamour.

We wanted the participants to take these very original ideas and transform them into a marketing philosophy that would reveal itself in well-made promotional material and professional presentation. A valued part of the learning experience, the participants' personal experiences, knowledge and ideas, added a great deal to this process, as did the interaction and debate with us.

In the second week the groups started preparing for a promotional exhibition. A computer was brought into the classroom, which by this time was littered with papers of every color and bits of copy and text - a really creative environment!! T-shirts, hats and free gifts started appearing. Company logos and slogans were designed. The pace was intensive. The groups had just three days to set up a stand or booth, of international exhibition standards, which was to be visually dynamic and reflected their intended marketing message. The progress of each group's business and marketing plan was checked by presentation to a test group, composed from members of all the groups. The "bankers" group decided whether the business plans were valid and if a loan application would be granted. The marketing plans underwent the same assessment with a group of "investors" that had to make decisions about future investments of each company.

There was time out for half a day of study visits. Two local manufacturers were chosen to show the importance of creativity in business and the crucial role of a marketing concept. Participants questioned managers about the structure of their businesses, about the constant need to develop new markets and to create new products in order to keep a factory running.

With minutes to go before the opening of the Promotional Evening, everything was in place. Dr. Emanuel Libin, of the MASHAV Advisory Center in Kazakhstan, opened the evening with a lecture on the importance of marketing in the Kazakh business environment. During that evening the atmosphere was electric as the groups started their marketing presentations. A group representing a keep-fit gym jogged into the hall wearing white T-shirts printed with the gym's logo, the rural tourist center group wore sun hats, and an "ancient Egyptian" woman offered drinks beside the stand of the Pharaoh entertainment center.

The promotional exhibition was a visual treat, compelling all guests to visit each stand to take brochures and visiting cards. It was confirmation that the workshop based on a combination of creative and visual processes plus marketing management could be a huge success. The marketing and business plans were presented on the final day, and at the closing ceremony, attended by the Israeli Ambassador, Israel May Ami, certificates were given to the exhausted, but extremely happy participants.

Yaacov and I finished the workshop with a feeling of great satisfaction. The initial concerns about teaching new concepts in two languages were dissipated by the enthusiasm of all involved with the program. The success of the workshop can be seen in the photographs, but the whole project succeeded because of the vital support given by all the MASHAV team in Almaty, the efficiency of the host agencies, and above all the creativity of the participants. The workshop demanded much from each participant, not only to think differently about business and marketing, but also to roll up their sleeves and work physically. The energy generated during the learning process affected everyone involved. This energy should be called "erupting creativity" and when nurtured can be found in any developing nation. A country's wealth is not only in its natural resources but also in its citizens. Creative entrepreneurs are a great asset to any country, and for Kazakhstan in particular they are a treasure of great worth for the future.