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New restrictions in Russia due to the new COVID outbreak.

16.07.2021
The incidence of coronavirus is growing sharply in Russia. In Moscow, more than 5 thousand infected people are detected daily per day. Regions are introducing new restrictions. The main ones are here, in our new article.   Mandatory vaccination   Regions are gradually introducing mandatory vaccination against COVID-19, which more often affects employees of trade, catering, services, transport, healthcare and other categories. They were required to be vaccinated in more than 30 regions.   But Russia is also strengthening other measures to combat the coronavirus. Some of them coincide with the restrictions that were introduced in the regions with an increase in the incidence of diseases in autumn and winter, but some differ.   Restrictions and prohibitions for public catering   In almost 40 regions, cafes and restaurants are now unable to receive guests at night, but they work for takeaway and delivery. An exception was made for catering outlets at gas stations, airports, railway stations and bus stations. The ban on night work of restaurants in many regions is valid from 23: 00 to 07: 00, but in Transbaikalia, for example, catering closes at 21: 00 local time, and in Primorye restaurants and cafes can work until 02: 00.   Moscow restaurants are also prohibited from working at night, but this requirement does not apply to “COVID-19-free” points, that is, those where people vaccinated against coronavirus or people with negative PCR tests are allowed.   In many regions, visitors to shopping centers were forbidden to sit at tables near food courts. There they can only work for delivery and takeaway. But in some regions of the Federation, for example, the Tomsk Region, visitors to food courts were allowed not to take food with them, but the number of seats for planting was reduced by half.   Restrictions and prohibitions on mass events   The most popular measure to combat coronavirus is a ban or restrictions on mass events. In the Astrakhan, Vladimir, Leningrad regions, Perm Krai and other subjects of the Federation, events can only be held outdoors, although there the number of participants is limited or they may need a certificate of vaccination against coronavirus, a negative PCR test to pass.   Residents of the Nizhny Novgorod region who have been vaccinated, have had COVID-19 or have received negative test results will be allowed to attend events on” anti-covid “passes” Multipass 800″.   In some regions, for example, the Vologda Region, Transbaikalia, events are prohibited both indoors and outdoors.   Switching to remote work   Some regions that have canceled the requirement to transfer some employees to remote work with a decline in morbidity, are returning this rule. Since June 25, mandatory removal for at least a third of employees has been in effect in Moscow. In the Moscow region, so far, they only recommend transferring as many employees as possible to a remote format. About 20 regions have so far been obliged or recommended to send only citizens from groups vulnerable to coronavirus-the…
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Conducting a survey for the STEP Academy

07.07.2021
Collecting contacts of already potentially interested customers is a difficult task and requires some creativity from marketers. The main tool of lead generation was and remains targeting and other performance marketing mechanics.   But there is also an alternative to online promotion. We called it offline lead generation — this approach allows you to literally bring new customers by the hand. Promoters in the places where the audience gathers hold a consultation on the company’s product and in exchange for some interesting gift to the audience, they receive contacts of a potential client. Gifts can be completely different: from free trial lessons, checklists, promo codes, etc – – to small merch as a compliment-a pen, a keychain, a set of stickers, etc.   Here it is important to think over: the address program and the work schedule (where and when the maximum passability of the CA, the mechanics (what and how we offer), gift options and conditions, to understand what we need to know about a potential client, and what actions he should take. For example, download the application, register, leave a contact phone number.   The project case for the STEP Academy is an example of the implementation of this approach.   Project objective   The goal is to collect data from potential customers for further work on the part of the sales department and to hold presentations of the company’s products, thereby increasing brand awareness and announcing promotions.   About the customer   The computer Academy “STEP” was opened in 1999. The academy trains future programmers, designers and system engineers. Teachers give students not only theoretical knowledge, but, most importantly, they teach them to think in projects and work in a team.   The institution employs 2,800 teachers, who have released 136 thousand specialists. At the end of the course, each student receives an international diploma and a portfolio that will allow him to quickly find a high-paying job and develop in his favorite field.   Implementation   Recently, representatives of “STEP” asked our agency to come up with a marketing strategy to collect “warm” leads. We suggested conducting a survey of potential consumers. A questionnaire with a minimum number of questions has been developed (only for customer segmentation) + contact details.   In gratitude for participating in the survey, the respondent (=lead) receives an invitation ticket for a free trial lesson. Then the contact is transferred to the sales department, which conducts a detailed consultation, agrees on the date of free attendance and sells the course. The project was launched in the city of Kemerovo, where we have already conducted a number of surveys. The next city according to the plan will be Petrozavodsk, and after that we will go to Orenburg. As part of the project, we plan to work in 20+ cities.   The academy “STEP” has 80 branches planned to work in all regions. Thus, we expect to attract attention to the customer and collect contacts of potential customers across the entire network of…
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What you don’t have to advertise in Russia, according to the law?

05.07.2021
If you want to develop your business in Russia, you should know local laws, because it is essential for an owner of company or brand to understand what rules are in the field of advertising and marketing in Russia.   The principal law on advertising in Russia is Federal Law No. 38-FZ of 13 March 2006 ‘on advertising’ (the Advertising Law), which provides relevant definitions of advertising and advertising participants, lists general requirements for advertising and imposes restrictions on advertising of specific goods and for specific types of advertising.   The principal regulator is FAS. There are no sectoral advertising regulators and FAS enforces advertising across all industries. FAS decisions may be appealed to a commercial court.   The exemption is the role of local authorities in regulating outdoor advertising, but this issue is more specific since it primarily deals with the relevant permissions to place advertising boards and other constructions.   Let’s have a look at some of restrictions and rules accroding to Russian laws.   What products and services you can not advertise in Russia   Advertising of the following products and services is not allowed:   1. Goods or services that are forbidden for manufacture and sale. 2. Narcotics, psychotropic substances and their precursors, as well as plants and their parts contained in them. 3. Explosive compounds and materials, except for pyrotechnic products. 4. Body organs or human tissue as an object for sale or purchase. 5. Unregistered goods that are subject to state registration. 6. Goods that are subject to mandatory certification or other obligatory confirmation of compliance with technical regulations, in case such certification or confirmation was not undertaken. 7. Goods for which a licence or other special permission is necessary where such permission was not obtained. 8. Tobacco, tobacco products and goods, as well as smoking accessories, including pipes, hookahs, cigarette paper and lighters; 9. Medical services for artificial pregnancy termination.   So these are typical types of products that you can not advertise, but what about some other special goods and services? Here is the most important information.   The rules for advertising as regards minors and their protection   For the purpose of protecting minors from abuse of their confidence and lack of experience, the Advertising Law bans:   1. Discrediting parents and tutors and undermining confidence in them. 2. Igniting minors to persuade parents or other persons to purchase the advertised goods. 3. Creating a false impression that the advertised goods are available to a family with any level of income. 4. Creating the impression that possession of the advertised goods gives advantage among peers. 5. Creating an inferiority complex for minors owing to non-attractiveness or to non-possession of the advertised goods. 6. Demonstrating minors in dangerous situations, including cases where actions create risk to life or health. 7. Underestimating the level of skill necessary to use the advertised goods.   There are also prohibitions to addressing minors in the advertising of certain goods (eg, alcohol). Further, the advertising of…
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Integration of Ozon into the sports festival Zabeg.ru

28.06.2021
On May 30, 2021, the sports festival Zabeg.ru took place in St. Petersburg. Ozon, a domestic online store, became a partner of the festival. The marketing agency Clever Marketing organized the integration of the marketplace into the turnkey festival. We will tell you about the nuances and results of the event in detail.   Goals and objectives of the project   Zabeg.ru is a holiday of sports. The audience here is going to be special: marathon participants are usually amateur athletes who lead a healthy lifestyle. There were also a lot of children at the marathon. They came to support their parents and have fun.   Goals   We had the following goals: to increase brand awareness and customer loyalty to it.   It was extremely important to make sure that sports people who are passionate about a healthy lifestyle see that the online store shares their values and has fun with them on this active holiday.   Tasks   To achieve these goals, we have set ourselves the following tasks:   1. prepare a script for an entertainment program; 2. prepare staff: artists for aquagrim, presenter, DJ, photographer; 3. prepare the equipment and design the site; 4. think over the scenario of the award ceremony, prepare prizes; 5. summarize and evaluate the results of integration.   About the customer   Ozon is a Russian marketplace that has been operating since 1998. One of the leaders of the domestic market. The catalog of the online store contains more than 9 million products of various brands. This is a one-stop shop, where you can buy everyday goods, digital and household appliances, clothing, shoes and much more. Today, the online platform serves more than 1.2 million users daily, and there are delivery points even in the far corners of Russia.   Implementation   Initially, we planned to integrate the company into the ice cream festival. But three days before the start, at the request of Rospotrebnadzor, the holiday was canceled, we had to quickly rebuild.   A replacement was found quickly. Zabeg.ru is an interesting and unusual holiday of sports and health, and we managed to quickly organize a promotional event at this half marathon.   There were several zones on the marketplace site:   1. A photo booth where everyone could take funny photos. 2. Painting on the faces is a favorite children’s entertainment. Our artists made bright drawings with skin-safe paints for everyone who wanted to. 3. Show program. The audience was entertained by a presenter and a DJ. The guests participated in competitions. One of the interesting ones is collecting the highest tower from the boxes. 4. Master classes on assembling boxes and puzzles for speed.   During the race, a photographer worked, our employees gave balloons with the company’s logo and advertising booklets to adults and children.   Cheerful music, an active presenter, prizes and an exciting program-all this made the marketplace area bright and memorable. The guests received valuable prizes for their participation in master classes…
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How to start developing your own group in Vkontacte?

22.06.2021
One of the most popular Social Media in Russia is still VKontakte. It has recently enjoyed a sustained period of growth. From December 2016 to December 2020 the company gained over 14 million active mobile users, amounting to 66.6 million mobile active users in the last observed period.   There are also many solvent users, among whom millennials, with over two thirds of users under the age of 34. When broken down by regions, Saint Petersburg was leading, with half of the population actively using the platform. Roughly 20 percent of the total population was actively using Vkontakte countrywide in 2019.   So if there are your target audience, you shouldn’t ignore this marketing channel. But how to start developing your own group in Vkontacte? First of all, you should define goals of promotion.   Defining the goal of promotion   Before you start promoting products and services on VKontakte, decide on the goal. You can create and promote a community in order to:   1. Search for customers. 2. Promote the site. 3. Share company news. 4. Increase brand awareness and audience loyalty.   These goals can be combined, but it is important for you to define them clearly. The VKontakte promotion strategy may differ depending on your goal. If the goal is sales, then you can not do without selling posts, discounts for subscribers and uploading products to the public.   If you need to promote vkontakte to improve your image, then there will be less selling content in the community, and more useful information content. The methods of recruiting subscribers will also be slightly different.   If you decided on the goal, you should choose what to develop – a group or a page.   What is better for promoting a business on VKontakte: a group or a page   In a nutshell, a group is more suitable for exchanging opinions about a product or service, and a public page is more suitable for selling and publishing official information about your company. Group features   1. In a group, subscribers can publish posts and lead discussions themselves – this is a good source of content and a way to “keep alive”. You only need to keep order and set the correct vector of communication. 2. If necessary, the group can be closed from those who are not its members. For commercial purposes they do this, for example, when they hold a voting contest to avoid cheating. According to the terms of the contest, only a member of the group can vote. 3. A group can be managed by several people-administrators or editors. This will come in handy when the promotion of the community in the VK will bear fruit and you yourself will no longer be able or do not want to moderate and create content.   Features of the public page   1. More suitable for publishing official information, ideal for the media and improving the brand image. 2. It is displayed on the user’s page,…
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Is it effective for companies and brands to have their own channel on YouTube?

10.06.2021
One of the misconceptions among entrepreneurs: “YouTube is too complicated. A small brand should not even start if there is no big budget for promotion.” An interesting video can be shot in your office without decorations and professional lighting.   In our practice, there are cases when the channel rose to the desired indicators in two or three months. For business, such deadlines are a success. But not always in this case, we are talking about huge coverage.   The main thing in the video is to help your client solve his pain, show the product properties, benefits and use cases. The sensory experience that is formed through video is more convincing and easier to perceive than text.   Choose a brand goal on YouTube   What are the goals to visit YouTube to improve your business performance:   If you have a new service or product   90% of the information we learn visually: the first acquaintance with the product is better done through video. This makes it easier to pass on the use cases that the user will try on themselves. For example, a video about the new delivery of household goods “Frekenbox”. You can use the same video in all your other social networks, adapting them to your target audience and channel.   Most consumers prefer to watch a video review or reviews to choose a product, for example, a robot vacuum cleaner, to form an idea of whether it is really suitable for carpets and a cat, how much better it is than a conventional vacuum cleaner, in which situations it will not work.   Do you want to create an image   Your brand understands its subject better than anyone else. You can give the latest fintech news, tell us where it is better to invest $1000, or evaluate a test drive of a sensational car brand. When you help a user solve a problem in a specialized way, show customer care, you confirm the quality of services and prove that you are ready to be useful, as Huggies does, giving expert answers to questions about what to do when a child pulls everything in his mouth.   Get sales   For the most part, this applies to ecommerce projects-online stores, consulting and coaching services. When you need site traffic, registration, and further purchase of paid content or access to other services, YouTube acts as a lead generator. For example, like Watsons, when it publishes a detailed guide about choosing Korean masks, so that the buyer does not waste time choosing in the store, but only chooses what he wants by clicking on the link under the video. To any useful brand content, add a link in the description of the video or in the header of the channel and get click-throughs. The conversion to purchase is influenced not only by the content, but also by the ux and UI of the company’s website, so it is important to work through all the stages of…
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Promotion of the sitcom “Legend” from TNT

08.06.2021
This is not the first time that TNT has approached us with the task of advertising support for the release of a TV sitcom. The organization of city events with the integration of the brand is a familiar and familiar format, so after receiving the application, we immediately set to work.   How it was and what results were achieved – read the article!   Goals and objectives   Our goal was to tell the citizens about the start of the new season of the sitcom “Legend”, to give information about the plot and motivate people to watch.   What tasks did our agency face:   1. Find and train staff (athlete promoters, photographer, supervisor) 2. Create a thematic promo form 3. Spread the post press release in urban communities and portals.   About the customer   The new sitcom from the TNT TV channel “Legend” tells the story of a mixed martial arts fighter, whose life changed dramatically at one moment. The team betrayed him, the athlete was involved in a doping scandal and he was stripped of all the championship titles.   The main character did not give up and organized a sports section to help young guys come to their dreams and get recognition in their favorite sport. Will it be possible for a novice coach to realize himself in a new field and regain his lost reputation?   Realization   To increase the coverage, it was decided to integrate the work of the Athletes ‘ promoters into the All-Russian Race event, which was held on the eve of the launch on May 30.   Athletes cheered and cheered the participants of the marathon, held the finish tape, took part in a flash mob and took photos with everyone. This perfectly fits into the concept of the series, the main character of which is always ready to help. The task of the photographer was to shoot all the activities in which the “pitching assistants”took part. As a result, we received high-quality photos from various angles, including photos that show the branding of the promo uniform (robe). We also made a short commercial in which athletes called on Petrozavodsk residents to turn on the TV on May 31 at 20.00.   After the end of the race, the second stage of work began – seeding in social networks. When choosing communities for advertising publications, we always focus on the target audience of the customer, so that the placement gives not only the maximum, but also the target coverage.   TNT viewers are people between the ages of 14 and 40 who prefer to watch entertainment sitcoms while taking a break from school and work.In total, we selected 8 urban communities in the social network VKontakte, which publish the latest information about news and events in Petrozavodsk and a large information portal.   Results   All the goals of the project were achieved:   1. We announced the release of the TV news and gave all the key information…
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Organization of participation of “Ulybka radugi” at “MamaPati” Festival

28.05.2021
Organizing the participation of a well – known brand as a sponsor is a laborious and painstaking process. However, we are not afraid of difficulties!   Today we will tell you about how we helped “Rainbow Smile” to act as a sponsor at the festival of expectant mothers “Mama Party”.   Goals and objectives   Our goal is a comprehensive preparation and support of the company at the festival “Mama Party”. Sponsoring large thematic events helps to improve the brand’s image indicators and helps to increase the base of loyal customers.   The goal is too broad, so we’ve broken it down into tasks:   1. Scenario development. 2. Search and training of promotional staff. 3. Design and installation of the site and photo zone. 4. Organization of activities (master class and work of an aquagrimer). 5. Production and distribution of information materials.   Date: April 24-25, 2021.   Location: Hudson Shopping Center, Kashirskoe Highway, Moscow.   Implementation   “Ulybka radugi” acted as a sponsor, so our task was to remind visitors of the main goal of the company, which is to support women in all spheres of life: motherhood, household management and self-care.   In April of this year, the customer took part in the annual Moscow festival “MamaPati”, created specifically for expectant mothers to help them with the choice of products that will be needed in the first days of the baby’s life.The work began with the search and hiring of animators, promoters and makeup artists. All the staff was pre-trained and fully prepared for the event. The next stages of the work were:   Design and installation of the site and photo zone   For “Ulybka radugi”, a separate platform was allocated, where the promoters communicated with the visitors. Their task was to convey to the guests the values of the brand, present products and tell about the ongoing promotions.   Branded and decorated with balloons, the photo zone caused a special stir. The guests came in whole families to take a photo as a keepsake.   Organization of activities for children   We have not spared the youngest guests: an entertaining master class was organized for children. The leading animators together with the children made a rainbow from various materials. More than 100 children were involved in the creative process of creating the main symbol of the “Ulybka radugi”. Also for children, an aquagrimer worked, which applied unusual patterns to the children’s faces. The children were delighted!   Production and distribution of advertising materials   We produced advertising materials and distributed them to the guests, so that they could learn more about the assortment, find out information about discounts and promotions in the stores “Smiles of the Rainbow”.We also purchased branded gifts in advance, which were presented to all visitors.   Live broadcast on Instagram   The employees followed the progress of the work and simultaneously broadcast it on their Instagram blog. The company has a large base of subscribers who were interested in the event…
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Targeting in Odnoklassniki: pecularities

26.05.2021
Odnoklassniki, the second largest Russian social network, is an ideal place to attract an audience to sell goods and services. Unlike the popular social network “VKontakte”, there is no own, built-in system aggregator of advertising requests. All targeted advertising in Odnoklassniki passes through a special service of the company Mail.Ru Group — myTarget.   What is it?                 The myTarget platform is a universal tool for creating, editing, and publishing targeted ads in various formats aimed at a specific audience. Practice has shown that it gets a much greater response from users than general advertising.   The myTarget targeting service provides quite extensive opportunities for creating effective advertising campaigns.   As you can see, this is a universal tool that allows you to advertise both sites, games, groups, and much more. The Import Campaign tab allows you to copy settings from another campaign or from a file on your local computer.   Since the service is represented by the official owner of the social networks “VKontakte”, “Odnoklassniki” and “My World”, it allows you to advertise in each of them. You can configure the ad settings later. To begin with, it is better to consider the audience service.   Advertising where it will be effective!   The audience tab allows you to create a new audience and adjust it to the specified parameters, so that you can quickly add it to an existing ad campaign.   This is what the data source selection column looks like. By going to a specific source, you can configure the target audience settings, as well as specify communities and groups whose members will or will not be counted. You can also specify which target action users will perform and when the campaign will be considered successful for this target audience. The example shows that you can configure the audience by a small number of parameters that relate only to the place where the audience is linked, for example, to a certain group in VKontakte or Odnoklassniki. By selecting the traffic source in the left column, we get different forms for each of them. Setting up an audience will be useful if you want to:   1. create several similar advertising campaigns with products from the same segment (for example, automotive products);2. try targeted advertising on social networks;3. reduce the time spent on creating subsequent ads;4. try different advertising formats for the same audience.   What are the targeting controls?   Before you start setting up the target audience controls in Odnoklassniki, you need to decide what is the object of promotion. For example, we chose a site ad. The figure shows how the ad panel looks in a multi-format form, without being linked to a specific social network. A little later, you will be able to link the created target audience to the ad.   It is best to use catchy headlines or a question form. As you can see, we don’t have many characters for this — only 25 in the title and 90…
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How we opened a pharmacy “78Plus”

24.05.2021
Pharmacy is a business directly related to healthcare, so it would be impractical to turn the opening into a farce. At the same time, we had to tell the residents of the nearby houses about this event in a fun and beautiful way. The task is difficult, so we took it seriously.   Goals and objectives   We had two goals:   1. increase sales on the first day of operation; 2. tell the residents of the area about the new pharmacy and leave a good impression of the holiday.   The goals are large, so we have divided them into several tasks:   1. think through the concept of the holiday; 2. deliver the equipment and decoration of the entrance group; 3. recruit and train promotional staff; 4. prepare a costume for a life-size doll; 5. evaluate the results of the event.   In addition, we prepared in advance: we checked the fullness of the storefronts, hung a poster with information about the exact date of the event and a brief announcement.   Implementation   After the script was approved by the brand representatives, we started preparing it.   To attract the attention of casual passers-by, we decorated the entrance with a garland of balloons. A promoter dressed as a minion worked at the festival. He entertained the guests, gave them balloons. “Minion” especially amused the children, who were happy to greet him. Cheerful music played from the speaker and information about the assortment, upcoming promotions and discounts sounded. In the immediate vicinity, promoters handed out flyers and invited people to look inside.   Result   The event turned out to be fun and interesting. Visitors and passers-by liked the life-size doll, many wanted to take pictures with it. We managed to achieve our goals: we introduced the citizens to a new retail outlet, and sales on the first day of operation were high.   Conclusion   Clever marketing organizes the opening of a “turnkey” retail outlet. We will think through the idea, prepare the equipment and materials, and recruit promotional staff for the promotion. Events organized by the Clever marketing agency are remembered by customers and increase their loyalty.
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