Gallup CEO gives marketing advice
By Pamela Storm
Staff Reporter
Most people would have a hard
time seeing a connection between mar
keting and alligators.
But those people probably haven’t
met Don Gifton.
Clifton, chairman and CEO of The
Gallup Organization, spoke to a crowd
of about 50 UNL Marketing Club
members at the Nebraska Union Thurs
day evening. He talked about market
ing research and the techniques used
to run a prosperous business.
He related those topics to a paper a
10-year-old girl once had to write.
“She had to write a paper on how
i---1
to do something, so she decided how
to write a paper on how to catch an al
ligator,” Clifton said.
First, he said, you have to get the
tools to catch this alligator, then you
need to go to where the alligator will
be. In marketing, Clifton said, business
people need to know what tools are
needed and to go where the customers
are.
Three things are needed for a good
business, he said: a growing number
of good customers, a great place to
work and cash flow. If a business has
these three things, Clifton said, it can
run successfully for years.
Clifton said the environment in
which people have to work is impor
tant. Workplaces need to fit the worker
and need a manager who really cares
about employees, he said. If a business '
can offer these qualities to its employ-'
ees, he said, it can expect to see better *
attendance, quality and production. '
“Everybody has a dipper, and ev
erybody has a bucket,” Clifton said.
An inconsiderate remark or hurtful
action constitutes taking something
from someone else’s bucket, he said.
Clifton continued the analogy, say
ing some people want to steal from oth
ers’ buckets. Some, he said, have holes
in their buckets and are stealing from
others to fill their own. Those who have
been stolen from want lids — they
close themselves off from others and
fail to foster a team atmosphere.
Clifton’s advice—be a filler, not a
dipper.
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