Online game tournament «World of Tanks»
Organizing offline events is something that Clever marketing has no equal in. The Agency’s marketers will solve all organizational and technical issues so that participants get a boost of good mood, and the customer company – another interesting event in the piggy bank. The Agency’s long list of projects includes a competition for the world-famous game “World of Tanks”. Read the article about how we worked on the event and what results we achieved. Project goals and objectives The goal of the project was to organize a turnkey gaming tournament. The implementation of the goal included the following points: 1. Increasing the audience of “World of tanks” players.2. Increasing the interest of guests in the game through offline competitions.3. Preparation of a large-scale event for residents of Syktyvkar and the region. The tasks that our team faced: 1. Writing and implementing the event scenario.2. Selection and training of promotional staff.3. Technical support, including preparing the event site, conducting the Internet, installing computers, working with light and sound.4. Tracking the work of employees.5. Ensuring security for all participants (search for security guards).6. Preparing additional entertainment areas for guests.7. Buying and awarding prizes to the winners of the tournament.8. Final results in the form of a photo and video report. How we have implemented these tasks in practice-we will tell you later, but first a few words about the company. About the customer “World of Tanks “is a popular free online game in the genre of” tank battles”, created by Wargaming. It has won over 110 million gamers in all countries of the world, including Russia. In our country, 40 million people play “tanks”. Advantages Realistic gameplay and detailed models of military equipment, which are based on military tanks of the mid-20th century. A variety of game maps makes it possible to fight on the battlefields of Nazi Germany or fight the enemy on the marshy and rocky expanses of Karelia. The emphasis on cooperative mode has determined that players compete with each other as teams. WoT differs from standard “shooters” in that it combines elements of shooter, strategy, action and RPG, and will not let even an experienced gamer who has already “seen everything” get bored. The customer contacted Clever marketing in summer of 2015 with the task of organizing a competition for the game. Marketers readily accepted the offer and took up the project. Implementation The work was carried out simultaneously in three areas: technical equipment, staff training, and script writing. Technical equipment The site was branded and divided into zones according to specific entertainment goals. In the first game zone, guests fought a “Tank battle” with the help of radio-controlled tanks, in the second-played a “Board game ” based on “World of Tanks”. The participants also took a photo for memory in the Express photo zone, and tried out the Oculus rift virtual reality attraction. Staff In parallel…
10.08.2020Read the rest of this entry
Teaser advertising in Russia: particularities
There are many methods to promote your product in Russia, but one of the most effective – teaser advertising. In our new article we will explain you what is it in Russia and its particularities. What is teaser? Teaser advertising is a marketing system that uses special teasers to attract the attention of consumers. Teaser from the English word means something shocking, interesting or intriguing. It usually appears as a teaser image with some shocking name. It is due to this point (human curiosity) that this type of ad has a fairly good clickability. Teasers as an Internet marketing tool are used for different tasks. For example: 1. Promotion of a brand or product in the network; 2. Lead generation, client base replenishment; 3. Inсreasing the target audience’s loyalty to the company’s new products; 4. Promotions and sales, elimination of goods at a reduced price; 5. Generating traffic to a site or individual landing pages; 6. Direct sales and more. Today, teasers with a reasonable approach and careful preparation of an advertising campaign can give up to 30% of traffic to the site. Considering that teaser ads are cheaper than contextual ads – this is a good result. Advantages of teaser networks Teasers are used by many advertisers due to the following advantages of the format: Low cost Teaser networks, compared to contextual advertising services, are heaven and earth in terms of click price. If a click in search or in the Yandex costs from 10 to 1000 rubles and higher, then it is much cheaper in a teaser campaign. Just create and run it The teaser is the same post on the social network. To produce an advertising message, you need an enticing image + an intriguing title and a small description with CTA. Everything. If you have the knowledge and skill, you can build a “teaser” yourself. Another option is to contact a Pro for help. The launch of the teaser banners in the network is a matter of 2-3 minutes. Keep up the great work An advertiser can easily configure the display of an ad block on their site or on a partner’s resource. Teaser networks provide a maximum of tools for adjusting the banner to any display format. High efficiency Good clickability rates for teasers are the result of intriguing content. Wide coverage of target audience Popular teaser networks show ads to a huge contingent of users in Runet. Owners of commercial projects in the network quickly receive thousands of visits. Minimum restrictions on keywords In contrast to contextual advertising, where most transaction requests (profitable, cheap, for a song, and others) are blocked by the system. Types Teaser ads are classified in three areas: payment methods, time period, format of the banner. Let’s take a closer look. Payment methods For ad views It works according to the CPM model, which means a fee…
03.08.2020Read the rest of this entry
Audit of Renault dealerships
I came, I saw, and I checked – the principle of work of our auditors. But the external simplicity of reception hides a serious internal work to identify errors in the implementation of the marketing strategy. This article will show you what advertising audit is, what tasks it helps to solve, and how it is applied in practice. About mechanics Audit-checking for compliance with the instructions, plans and instructions of the company’s management (head office). Such a visit to a point of sale or service provision is made openly, by prior agreement with the company’s employees. The range of professional interests of the auditor includes analysis: 1. Assortment.2. Pricing policy. 3. Availability of promotions, discounts, seasonal offers. 4. Promo and promotional materials. 5. Product expiration dates. Clever marketing applies the mechanics regularly. Let’s take an example. About the project We received an order to conduct audits of Renault dealerships in March 2016. For four years, the team of Clever marketing has managed to check thousands of points of sale and service in more than a hundred cities in Russia. Such loyalty to one agency demonstrates the level of client trust, which is formed based on the quality and results of work. About tasks The main requirement of the customer for the company is to provide responsible, thinking staff for the implementation of inspections. The agency’s managers carried out a search, detailed instruction and launch of auditors in dealerships. Additional efforts were made to control the work of the staff and form final reports. About realization The audit consisted of a supervisor’s visit to the point, discussion with the sales office management of the plan and specifics of the study. In dealerships, auditors checked the quality of the advertising campaign. Since the brand regularly changes its marketing emphasis, additional efforts were required to deliver and correctly place promotional materials in the service offices. Supervisors recalculated advertising products (banners, leaflets), helped with installation, and checked the result with the approved planogram. Result As part of the project, employees of agency visited hundreds of dealerships to audit and place advertising materials. These sessions helped to establish a consistent marketing strategy in the field. Clever marketing has a wealth of experience in conducting marketing research of various subjects, scale and level of communication with representatives of the point (open and closed) in the country.
23.07.2020Read the rest of this entry
Business culture in Russia
Doing business in Russia is quiet difficult for those who don’t understand particularities of its culture, mentality and traditions. Let’s give an example. You met your Russian business partner and shook hands with him, but you didn’t remove gloves. Your partner started to talk with you abruptly, dryly and coldly. And you don’t understand what happened. What’s wrong? You didn’t remove gloves, and it is considered rude not to. That’s why it is so important to know business culture in Russia. And in our article we will talk about it. Business Mentality Russian business culture has changed seriously since Soviet Union, but some standards and traditions continued to exist. For example, decisions are made from the top down in Russian companies so you should take it into account when you wait for an answer from enterprise. Patience and perseverance are key to close a deal. To characterise business culture in Russia, three short words fit – caution, modesty and persistence. And it means that you should be really careful when you want to seal the deal. But when you went through a process of negotiations, Russian company is ready to sign a contract very quickly and engage in business in a short time. The other particularity is an importance of having personal relationships with company representatives. And to build them, you should be honest and sincere with them. Don’t try to hide some details from them or insist on something. These methods don’t work here. Building relationships take time so don’t hurry up, and just let a little time pass before declaring it final. How to greet correctly in Russia When you start negotiations with representatives of Russian company, during your first meeting you should greet them properly: 1. Shake hands with men firmly and resolutely and maintain direct eye contact. It will show that you are a straight person who knows what he wants.2. Before to do it, remove gloves if you wear them.3. When representatives of Russian company are introduced, try to remember their full names. You can ask them to repeat it if it is necessary. The point is that in Russia people have name and patronymic. The last one is the father’s name with the ending “-ich” for men and “-vna” for women. For example, Andreevich or Igorevna. Addressing to someone, use both of them unless you are invited to do it.4. Use the formal form of addressing – “vy”, not “ty”.5. If you present some gifts, first of all, cross the threshold and then shake hands and give things. Keeping the conversation If you start to talk, try to follow these simple rules: 1. Speak Russian or at least make an attempt. Nelson Mandala said: “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his own language that goes to his heart”.2. If you don’t speak Russian, you can…
21.07.2020Read the rest of this entry
What do you need to start business in Russia in 2020?
Doing business in Russia is possible even in 2020, because of its world’s largest economies. Yes, pandemic of coronavirus had an impact on it, but due to its stability and reliability it will be quickly rebuilt. Russian economic attracts potential foreign investors who want to open a business here. Several special economic zones exist in our country and they encourage investments in fields like industrial production, technology, and development, logistics or tourism. Although it may be seen as a country that presents certain challenges, Russia continues to implement policies that encourage foreign investments, particularly in business fields like innovation or technology. In this article we will describe what you need to start a business in Russia in 2020. The pros of opening a company in Russia First of all, the system of taxes in Russia facilitates foreign investments, as these types of companies are treated much in the same way as local ones. Each company is liable to taxation and the corporate taxation is based on residency: resident Russian companies (those that are actually incorporated in the country or have their place of management here) are taxed on their worldwide income. Non-resident companies are only taxed on the income they produce from their business activities in Russia. The corporate tax rate is 20%. Dividends paid to a foreign company are taxed at a 15% rate unless a double tax treaty applies. Other taxes for companies include social security, stamp duty, a property tax imposed on a local level, a land tax. The value added tax in Russia is 18% and a reduced rate of 10% or 0% apply in certain cases. Many double tax treaties were signed with more than 70 countries allowing foreign investors to benefit from double taxation relief. Secondly, its unique geographic position facilitates exports: Russia is a link between Europe and Asia and it is bounded by three oceans. It has electrified railroads and a vast network of pipelines and warehouse facilities. Thirdly, technology sector is very developed, especially areas like chemistry, metallurgy, machinery, aerospace or nuclear physics. Fourthly, Russia is considered one of the world’s biggest consumer markets; this is especially due to the fact that is the largest country in the world. Fifthly, russian working class is well known for being very well trained and educated. With many educational institutions, Russia is trying to facilitate the road to success to all its employees. How to start a business in Russia The time needed to incorporate a business in Russia is approximately 11 days if all the requested documents are submitted correctly. There are nine steps that must be accomplished before registration. An investor may choose to open a sole proprietorship, a partnership (limited or general) or a company (limited liability or a joint stock company). Foreign companies can also open a branch or a representative office. Each company must be registered with the Russian authorities; branches and representative offices must also be…
07.07.2020Read the rest of this entry
Only girls in “Lenta”
There are projects after completion leave a pleasant aftertaste, a trail of satisfaction and a note of pride. Such promotions often have simple mechanics, a well-thought-out scenario,and a professional team of promotional staff. But that’s not the point. These projects include a secret ingredient that helps the Agency get a unique experience and share it with others. What are we talking about? All details in the article. Before the pandemic We managed to jump into the last car of the outgoing train — this is what the situation looks like with promotions this March. The pandemic made visible adjustments to the work of BTL agencies: shopping centers were closed, and mass events were banned in our country. We were forced to abandon many promising, large-scale, cool projects. But we are warmed by the idea that before going on a forced vacation, team of Clever marketing managed to do a good job – for example, we organized “Only girls in “Lenta”. About the project The event in “Lenta” was timed to coincide with the celebration of “International women’s day”. We implement such cases every year, since March 8 is a good reason to attract the attention of consumers, and brands are actively using it. But the project “Only girls in “Lenta” did not become a regular or pass-through, although it did not differ in the special pretentiousness of the mechanics or the extraordinary scenario. The work was carried out in normal mode, according to standard schemes of promotional activity, but in order for the results of the campaign to please the customer, we had to work very hard. Mechanics The client outlined the idea in advance. We took the In-store Event as a basis, and supplemented the plan with author’s work. As a result, it turned out to be a thematic festive event on the territory of the shopping centers with the maximum involvement of visitors. Over the years of practice in the event and promo industry, we have developed our own professional life hacks by implementing them, we increase the efficiency of the project. As part of the event in shopping center “Lenta”: 1. seriously worked out the script;2. we have chosen professional presenters with suitable experience and an interesting portfolio to work with;3. we paid attention to the selection and training of promotional staff. Why are we taking this so seriously? Working in the “fields” did not involve the luxury of time to correct errors. Everything had to be clear, coordinated, perfect from the very beginning. If the organizers gave up during the preparation stage, the plan could collapse like a house of cards. Since at this scale of implementation with simultaneous launch in almost all Lenta hypermarkets across the country, every nuance matters. About scale of project After successful completion of such projects, it takes pride for the team, the agency, and the business that you are engaged in. I want to tell everyone…
01.07.2020Read the rest of this entry
Generation Z: how are they?
To know how to promote business in Russia, it is indispensable to understand target audience. The audience of brands has long been millennials. But today they are joined by a new generation – generation Z. These people have different views of life, values and opinions about purchasing. Who are they? This group includes those who were born after 1995. They grew up with the devices, apps, and social networks we use today. They don’t know how to live without Internet. They communicate, learn information, make purchases mainly through the network. Their purchasing power is 44 billion dollars. This makes this generation an important target for brands. Features of centenials: 1. They don’t recognize the traditional career path. They do not believe in the reliability of employment, value entrepreneurial qualities, and develop them in themselves. They change the systems accepted in society, launch startups.2. They prefer companies with an ideology and values. Brands that fight for the environment, stand on the side of feminism, and solve the problems of third world countries command respect. To interest generation Z, you need to act: support the poor, donate to charity.3. They have clip thinking, reduced concentration of attention. Brands have less and less time to interest centenials. Short, succinct texts with emoticons are better perceived. But if the topic will be of particular interest, overpower and longed.4. They build communications in networks. They study brand reviews and place orders in social networks. Not loyal to one company to make contact with them, it is necessary to conduct meaningful dialogue, to organize competitions, flash mobs.5. They do not communicate much in real life, it is easier for them to write a message than to call. What should marketers know about them? According to Millvrad Brown, less than 25% of generation Z people perceive advertising positively. Although they are more loyal than other age groups to watching rewarded videos and skipping prerolls (41% and 15% positive ratings, respectively), aggressive forms of marketing cause a very negative reaction (-36% and -42% for non-skipped prerolls and pop-UPS). To make a decision about buying, they do not turn to advertising, but to YouTube stars, popular bloggers, and other social media influencers. They are not looking for individuals with a large number of subscribers. For them, the sincerity, openness and friendliness of authoritative people are important. According to a report by Sparks & Honey, generation Z has an average attention span of eight seconds. For comparison, Millennials ‘ attention is focused on an object for an average of 12 seconds. This makes generation Z one of the most difficult groups for marketers. Young people are already used to skipping ads or quickly switching to another device. Working with this audience is really difficult, but nothing is impossible for professionals! If you want to start a business in Russia and your target audience is generation Z, you know whom to contact!…
25.06.2020Read the rest of this entry
How to promote tourism services during crisis in Russia?
One of the most suffered industry from COVID19 is tourism. Many travel agencies stopped doing business because of closed borders, cancelled tours. Now the situation is better, but it will take a long time to restore tourism business. However, it doesn’t mean that travel bands should suspend promotion. Borders will be opened and people will travel again around the world. Quite the opposite, this is the moment to strengthen marketing strategy and advertising campaigns. And we will explain why. During the quarantine, the web traffic in Russia has grown by 30%. In social media and messengers it grew four times, and its share in the total rate grew twice up to 18%. Video traffic increased by 40%. So it is a great opportunity for companies to attract attention of users to their brands. What you can do right now We will give some practical advice how to use marketing channels to increase your brand awareness and prepare to start a business in Russia again. Develop your communities on Social Media If you have communities, continue to propose useful content for people. For example, you can post authentic recipes, organise online tours, run quizzes about countries, propose some games etc. Let us suppose, you don’t have communities on Social Media or don’t pay enough attention to their development, so it is time to do it. Pay attention to your content-marketing Develop blog of your company: publish useful and interesting articles, make it comfortable for users. Run your own show on YouTube channel? Start to record podcasts or some videos on TikTok. Podcasts is one of the most effective channels to build communication with your target audience, because they can listen it doing some other things. TikTok is now very popular not only in China, but also in Russia. The audience of this Social Media grow up: there are people from 15 to 35. Start to use SEO To attract attention of users to articles and some other content on your site, optimize it to search engines. There’s a joke going around the web that highlights how crucial it is to hit the first page of Google: If you ever need to hide a dead body, you should place it on the second page of Google search results. To do it, you should understand how algorithms of Yandex work, because it is quite different from Google. Advertise on thematic sites This method isn’t very expensive, but it requires some time. You should choose a few of sites according to your thematic: it can a blog of author about travelling or an internet-portal where people discuss how to travel in different countries. Then write articles and propose them to the administration of chosen sites: if they meet the requirements and have a potential interest to their target audience, they will publish them. E-mail marketing To promote your services in Russia, don’t hesitate to use e-mail marketing.
17.06.2020Read the rest of this entry
What online shops should do to boost their sales in Russia?
Nowadays, purchasing in online stores is very poplular because of COVID19. In Russia, e-commerce is also booming despite the fact that population incomes reduced. So it is a good time to boost sales in your online shop or start e-commerce in Russia. To do it, you should know how Russians behave shopping on the internet. The top categories for Russian shoppers have remained relatively stable, even during period of COVID19 Food is the most popular category, and covers a broad range of products. People order both products and delivering meals. The second category is electronics because many people began to learn or work at home. The third is cosmetics and clothes. 60% of Russian online shoppers decide on purchases based on the low prices offered. 24% of users are willing to pay more for goods that are produced by brands they know. 17% find the reputation of the retail site to be important when making their purchase. As is well known, globally mobile phone users generate most of Internet traffic, but in our country people prefer to purchase using the computers (61%). Only 35% go shopping on smartphones and 4% – on tablets. Meanwhile, average purchase check of tablet users is the highest. Taking into account these facts, you should develop your online shop. Some advice from specialists of Clever marketing how to start Increasing sales online today: 1. Adapt your site to different devices: computers, smartphones, tablets. Experts predict that by the end of 2021 73% of purchases in e-commerce will be performed on the mobile devices.2. Work on your reputation on the internet: analyze the situation, negative reviews of users and improve services. Answer every question and objection.3. Choose SMM as a marketing channel to communicate your target audience. In China over 55% of users make purchases on Social Media. In Russia this rate is only 11%, but it will grow because of functionality development of VKontakte, Odnoklassniki, Facebook, Instagram.4. Implement voice assistant to your website. It is projected that by the end of 2020 half of all search requests will be fulfilled by use of voice. Moreover, 41% of users make purchases using voice assistant.5. Don’t forget about SEO-optimization. For example, you can publish some useful articles about goods you sell.6. Use contextual advertising in Yandex.Direct. It is one of the best methods to promote your online shop.7. Implement AR and VR technologies. Based on a study, 71% of people said that they would make purchases in the online shop if it would use VR or AR technologies.8. Provide as many payment options as possible.9. Personalization is everything. To attract attention of users, sites of shops use their browsers histories and information about their previous purchases to recommend goods based on their interests and needs.10. Use remarketing. And if you need a help with promotion your online shop in Russia, contact us! We know how to do it!…
16.06.2020Read the rest of this entry
SMM Film Festival “Drop”
Promoting the event in social networks is one of the best methods. It will increase its awareness and help to sell more tickets. But to do this correctly, you need to contact professionals! In article we will tell you how we promoted the film festival “Drop” in the social networks Vkontakte, Facebook and Instagram and what results we managed to achieve. About customer The film festival “Drop” is a holiday for fans of horror and action films. In Moscow, the festival has been attended by stars of world and Russian cinema for ten years in a row. Every year, many Hollywood stars come to the festival. The project was created on the initiative of Viktor Bulankin, President of Live Entertainment. The festival has a rich program: 1. A film festival (classic and new films).2. Master-classes with celebrities, exhibitions and competitions. The main event of festival is the award ceremony for outstanding creators and actors: 1) the best films for the last year are selected by a general vote;2) beginners among directors and producers are awarded with prize “hope for salvation”;3) world stars of “horror” claim the award “for contribution to the development of the genre”. Winners receive cash prizes and diplomas, and the best works get the right to rent on television. In February-March 2020, we helped promote the anniversary “Drop”. Read more about the progress and results. Purpose and objectives The goal of the promotion was to increase the number of sold tickets for the festival. To achieve this goal, the following tasks were set: 1. Development of a unique design for three communities in social networks.2. Setting up user-friendly navigation for users in groups.3. Informing the audience about the festival program, how to buy tickets, changes in the program, etc.4. Regular communication with users. All steps were aimed at increasing awareness among the target audience and its interest in participating in the festival program. Relization As platforms for promotion, communities in Facebook, VKontakte and Instagram were chosen, because there are target audience – people who are interested in movies and TV series and have the opportunity to visit festival in Moscow. For each community the work was carried out in several stages. First of all was developed the unique design: creation of covers and logos for groups in Social Media and menu in VKontakte, because only beautiful and well-designed communities attract attention of users and allow to stand out among the competitors. Design of community on VKontakte. Then the widgets were set up and information about festival in the groups was updated. Thanks to it, a convenient and easy navigation in the communities was created, and potential festival visitors could quickly find out the information they need. In process of creating a unified design, our content managers were engaged in developing a content strategy, drawing up a content plan (20 posts per month) and selecting tone…
16.06.2020Read the rest of this entry