How to choose marketing agency in Russia

Companies typically spend between 5-20% of their annual revenue on marketing and advertising. That’s a significant investment for any business, so if you are considering using a marketing agency make sure you choose the right one for your brand.   Deciding to hire a digital marketing agency is easy. The hard part is deciding which advertising agency to hire. Of course, you can start to collaborate with company in your region, but it is more efficient to find one in Russia, because only the local agency can really help you.   Here are a few things that can help simplify the decision-making process. In this article we will explain the most important criteria to choose the right marketing agency in Russia.   Services list   There are different types of marketing agencies, according to their specialty – from BTL to digital, but it is easier to hire a full-service one, because it can provide you all services that you can need.   You have to decide what type of agency you need. If you want to order a full range of promotion, including analytics, strategy development and implementation, or just promotion through several channels, then you should contact a full-service agency. If you need to order only one or two related services, then you should contact an agency that specializes in this.   Portfolio   Smart marketing agencies are proud of who they work with and the work they do. Furthermore, they typically display their partnerships for the world to see. You don’t necessarily have to know who their past clients are (bonus points if you do). But if you can’t find a list of previous clients or examples of their work, that may mean they haven’t worked with anyone.   So a client list is a good indication of their experience.   Team   Regardless of the type of services you’re after, it’s essential to make sure the agency you hire has the right team members to suit your project. For example, you wouldn’t hire someone to design a logo if they don’t have a graphic designer.   Also it is indispensable that all members of the team have enough experience and knowledge to do their work. So you can ask to introduce to you them, before starting a promotion of your business in Russia, during meeting in Zoom or in a real life.   Strong reputation   Testimonials and previous client reviews can give you deep insight into what working with that agency is like. They should be placed on the site of company.   Good-experienced marketers understand the importance of displaying them on their website. So, if you can’t find any, they may not have any previous clients, or they may not understand the industry as well as you’d like them to.   Moreover you can search for in-depth reviews on Google to see what others in the industry (and their past clients) say about their experiences with the agency.   Offer   The type of results…
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Festive decoration of jewellery stores « Adamas »

The passability of the store and the level of sales directly depend on the competent external design of the point of sale. If you have a promotion or a festive event, but there is not a single poster, sign or garland on the door – it is unlikely that you will be able to attract a large number of visitors.   Today, using the example of the project for « Adamas », we will show what role the exterior design plays.   Goals and objectives   The goal is to create a festive decoration of retail outlets to increase the number of interested customers and strengthen the positive image of the brand in the selected regions.   Tasks:   1. Search and purchase of materials.2. Delivery and installation work.3. Photo report.   Geography: 79 cities in the Central Federal District, the Northwestern Federal District, and the Southern Federal District.   About the customer   « Adamas » is a Russian company engaged in the production and sale of jewelry. The brand structure includes a factory and a division of « Adamas-Jeweller », which is engaged in the sale of finished products.   Today, the organization has about 250 representative offices in all major cities of Russia.   Due to its large market weight, in 2014 « Adamas » was invited to take part in the Winter Olympic Games and produce medals for the winners. In the same year, the company prepared materials for awarding the finalists of the Russian Grand Prix (Formula 1 stage).   The company actively applies various methods for promotion, including using trade marketing tools. The brand turned to Clever marketing with the task of decorating store facades.   About how it was-read on.   Implementation   Search and delivery of materials   Decorating with balloons is a popular and effective advertising move that helps attract the attention of customers and motivate them to go inside the store to learn more about events, promotions and discounts.   The main goal is to evoke positive emotions in the buyer and give a sense of celebration.   This technique is also popular due to the low cost of materials, ease of operation and installation.   Our task was to find and purchase balloons in the brand’s signature colors (dark green, yellow and white) and deliver the materials to the site on time.   Design of places of sale   We created a garland of balls in the form of molecules. An unusual and colorful decoration was placed around the entire perimeter of the entrance door to arouse the interest of people passing by.   It is also important to take into account the location of the point of sale. What matters is whether the store is located in a separate building, or is located inside a supermarket or hypermarket. In both cases, the facades are in full view of visitors or street passers-by, so they need an attractive design.   Every week we visited new stores and made photo reports for each TT.   Reporting   As…
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Internet marketing trends 2021 in Russia

Is it worth trying to look into the future and predict trends after the coronavirus pandemic suddenly turned everything upside down this year and showed how naive and unreliable assumptions and plans are? The world has reminded us of its unpredictability, but fortunately, at least digital marketing remains relatively stable, because it is online, where there is no coronavirus. Of course, it can also bring surprises, but we can already talk about some trends that are highly likely to play a significant role in 2021.   And so your attention is drawn to 5 the most important new digital marketing trends of 2021 in Russia, which will be in demand by all brands around the world.   Personalization   It is a controversial topic, but relevant, and will likely remain so in 2021. Already, most companies tend to show ads to the most interested users, and people want to see recommendations that match their interests, and are less worried that their smartphone is « following them ».   While some experts say that personalization is a perfect necessity, others warn that it makes it difficult to find and engage a new, not yet interested audience. Nevertheless, in 2021, we are very likely to continue to live in a world where not only advertising, but also the news feed or social networks are selected for us based on our tastes and preferences.   Native advertising in Social Media   It will still remain one of the key tools of digital marketing. It’s not just about partner materials or sponsored posts-native advertising is evolving at the speed of light and offers new ways to attract users to interact.   Interesting formats include funny masks and filters on Instagram, branded stickers, and native ads on TikTok, which is becoming an increasingly effective platform. Simple, interesting and most importantly useful content in popular and close to the audience social networks helps to increase brand awareness, trust and loyalty of consumers. For example, Netflix is actively developing an entire channel, The Swoon, on Instagram and YouTube, in order to attract the audience to its new direction – Asian TV series.   Video Content is a king   People like to watch videos. Not using their interest in this format is a serious mistake. However, competition in this area is growing rapidly, and we have to invent more and more original formats to compete with those who make truly professional content to attract an audience.   Among the pros is the Chanel brand, which recently released a video with the famous actress Marion Cotillard and accompanied it with a series of videos about how this video was shot, how a song was recorded for it and how the actress was made up.   Popular and useful YouTube channels are already hosted by the culinary brands Maggi and Heinz, which invites Ed Sheeran to advertise, the Russian perfume chain « Golden Apple », which makes videos together with bloggers, as well as the brands AXE, Samsung, Lego and many others.  …
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Monitoring of representation for « ABI Product »

Monitoring of retail outlets helps to track how well the merchandisers work, as well as to compare their assortment with the products of competitors. Statistics on the cost, location and quantity of products help not only to make adjustments on the ground, but also to create an overall picture of the market.   In the spring of last year, we were approached by the company « ABI Product » in order to conduct mass monitoring of stores where their products are presented.   We will tell you about the progress of the project and the results below.   Goals and objectives   The goal is to conduct monthly monitoring of the representation of the customer’s sausage products and competitors ‘ products in the same categories.   Tasks:   1. Search and hire of auditors.2. Checking points of sale in Russian cities according to the plan.3. Creating a photo report for each point of sale.4. Monitoring the work of merchandisers in the field.5. Preparation of a monthly reporting.   Dates: April 2020 – present.   About the customer   ABI Product (Abi) is one of the largest meat food producers in Russia.   The company offers for sale both semi-finished products and ready-made sausages, which are easy to prepare.   ABI Product has representative offices in almost all regions of Russia, as well as in neighboring countries (Kazakhstan, Belarus, Abkhazia and Azerbaijan).   Sales of finished products are carried out under 4 subsidiary brands: « Vyasanka », « Goryachaya Shtuchka », « Starodvorie » and « Yadrena Kopot ».   In the spring of last year, the client turned to us with the task of monitoring the representation of products in retail outlets in Russian cities.   Read more about each stage of the work below.   Implementation   Hiring employees and drawing up a work plan   The first step was to find and train performers to monitor points of sale in different cities of Russia.   Places to visit: hypermarkets, supermarkets, small retail stores.   The auditors had a goal – to visit all points of sale according to the address program of the customer. The result was a detailed photo report.   The contractor could visit the point of sale at any time of the day according to the schedule drawn up by the client.   Next, we described in detail the parameters according to which the results of the work were evaluated.   The definition of criteria for evaluating the performance of   We put a clear plan in front of the auditors, which they had to adhere to:   1. Take a picture of the availability and price of all categories of the client’s products.2. Fix the products of competitors presented in the showcase at the time of the inspection.3. As an additional confirmation, the performer had to photograph the facade of the store, the sign and the address.   Making a photo report   The performer had to make several variants of the images:   1. General plan of the showcase.2. Photos of each individual…
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Particularities of B2B promotion in Russia

Despite the current worldwide financial crisis, the long-term prospects for the Russian b-to-b market research industry look bright. The growth of middle class, declining inflation and a record-low unemployment rate are the reasons to start your business in Russia right now.   If you are concerned about the situation with COVID-19, in our country it is stabilizing and a number of such cases is reduced. Also the vaccination starts that’s why Russia will win this terrible disease in short time.   So don’t waste your time, you can start to prepare your advertising campaign now to have results in the near future. And we will help with it!   What should you know about B2B promotion in Russia?   By and large, it is the same system as in USA or in Europe, but there are some differences:   1. Another culture of business negotiations: we have already discussed this question in our other article.2. Clients’ expectations are distinguished from those of European or American consumers.3. The range of marketing instruments, of course, aren’t the same.4. Basically, to start working with client, in Russia there are two tools to use: telemarketing and e-mail marketing.5. Other system of payment (according to the legislation of Russian Federation).   Let’s talk about some of them in detailed form.   Establishing contact with a client   As we have already said, you should use two ways to communicate consumer in Russia – telemarketing and e-mail marketing.   Telemarketing   Big and middle companies prefer to create their own call-centers to handle orders of potential clients promptly, the little ones hire sales managers or organize the own sales department. It allows to make acquainted them with brand in a personal way and maintain contact constantly. The client will be easier to push to contact with you if he will feel important to your company.   E-mail marketing   Yes, it is a very effective method in B2B sphere not only to tell about your services and company to the consumers, but also to build a really strong brand awareness and strengthen loyalty of them.   It is indispensable that the client understands that an e-mail you are referring to him, and not just to a representative of the company you need. According to the results of the Experian’s 2013 Email Marketing benchmark report, personalized letters accounted to 6 times the greater income than non-personalized mailings.   The range of marketing instruments   One of them is e-mail marketing, as we have mentioned it, but there are also other methods:   1. Content-marketing: it is not only about developing corporate blog, but also organizing webinars, distributing personalizing content on different platforms: thematic sites and etc.;2. Social Media Management: if you want to gain popularity among your target audience and attract their attention, so you should try this type of promotion. It simplifies your communication with them.3. Behavioral targeting: if you sell your services or products through the site, use this type of advertising. It allows you…
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Promotion of site

Sites have different goals, and if we are talking about information platforms, then with proper promotion, they will eventually make it possible to place paid advertising on their pages. To do this, the resource must be promoted and be in a high position in the search engines.   In 2013, we were engaged in the creation and promotion of   In this article, we will tell about our success in promoting the project.   Goals and objectives is a site dedicated to organizations of events. Visitors will find here ideas for gifts, home decoration options, ways to hold children’s events, corporate parties, birthday parties.   We have set the following goals:   1. Create a resource with useful thematic content.2. Increase reach and awareness.   It is better to break down global goals into specific tasks, which is what we did at the next stage.   We have identified 2 areas:   Internal optimization   1. Creating a visual concept, a logo, a catchy slogan (« Assemble mosaic of celebration »).2. Development of a content plan that will fit the theme of the site. For example, a person who wants to surprise family will find options for gifts to mom, dad, grandmother, sister, etc.3. The content should be divided into sections so that the guest can immediately find the information he needs.4. Correction of errors (re-linking of pages, broken links, typos).5. Collecting a database of words that users will use to navigate to the site.   External optimization   1. Setting up goals in the Yandex.Metrica and Google Analytics services. 2. Tracking advertising metrics is necessary in order to analyze the growth of the number of users and their actions (clicks, likes, comments, time spent reading). The figures obtained were necessary for the preparation of reports and analysis of the results.3. Placement of information on thematic resources. The easiest way to catch the target audience is where people who are already interested in your topic are sitting. We have found the blog and the sites on which there was an active discussion of the holidays, and prepare for them.4. Crowd marketing: we shared links in thematic blogs, forums, and websites.5. Creating a positive brand image, or, in other words, PR. Following this direction, we created and maintained pages in social networks, registered the site in industry catalogs.   Implementation   We will tell you more about each stage of promotion:   Collecting keys   We learned about what issues are most relevant to our readers today. One of the results was the writing of the article « For your beloved mother – New Year’s gifts 2021 ». Winter holidays are just around the corner, so people are already planning to buy gifts for their loved ones. Adding keys to texts has brought us a flood of new readers.   Content strategy   We are constantly laid out new and interesting content. At the end of the article, the guest could put their rating (stars), as well as leave a comment. Also,…
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Professional website translation: 3 reasons to do it

Supposing, your company doesn’t want to sell only in the USA, Australia and other countries where English is the official language, English content is not enough.   If you plan to start your business in Russia, one of the first thing to do is to translate your site in Russian. You can create just another version of your site in Russian or develop a landing page, for example.   Why is it so important? In this article we will explain it!   Russians speak Russian   Former German Chancellor Willy Brandt said: « If I am selling to you, then I speak your language, but if you want to sell something to me, then you must speak German”.    In Russia just a small percentage of people understand and speak English quite well. Most of them studied English at school and maybe at the University, but then forgot it because of lack of practice and due to the fact that they don’t use it.   So if you want to sell your products or services, you have to adapt site into the Russian language.   Do you want to promote your site? Promote it in Russian!   Of course, if you want to promote your business online, you should translate your website in Russian.   If poorly written, your site will be viewed on less, which means the effectiveness of your advertising campaign will be lower and its cost higher. Can you imagine on-page SEO applied to a text with grammatical and syntactical errors? In such case, it is unlikely your page would appear in the top results of an organic search.   Let’s assume that a user has read an article of yours on your site. If it’s poorly written and difficult to read, most likely he/she won’t share it.   If the purpose of content marketing is to retain the user for as long as possible on your site by showing that you are an expert in the field, a bad translation will produce exactly the opposite effect.    Only a few people will be willing to mention, recommend and link their site to your content if it is hard to read and understand.   So international online promotion strategy is very important, but must be accompanied by a language strategy.   People trust site if it has version in their own language   One of the major objectives of e-commerce is to allow the user to perceive the website as safe and reliable. For this task, product descriptions play a fundamental role. Most of Russian citizens chose products whose descriptions were correctly written in Russian, preferring them to identical products whose descriptions contained errors.   Professionally translating content for an online store not only emphasises the reliability of the website, but gives the store a real advantage over competitors who have not shown enough concern for the linguistic aspect. Also, if you’re thinking of selling online in Russia with a website in English, keep in mind that this…
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Merchandising for « Integra » in the retail chain « GiperGlobus »

Scattered on the shelves, the products are unlikely to be able to increase sales in the store. In order for the products to look attractive and you want to buy them, you need competent merchandising.   We have an extensive theoretical base and practical experience in the use of such an advertising tool that directly works to increase sales.   Today we will tell you about how we designed storefronts for Scoro (part of the Integra group of companies) in hypermarkets « GiperGlobus ».   Goals and objectives   Our goals were set:   1. Placement of products.2. Checking the expiration date, eliminating the delay.3. Rotation of perishable products to more prominent locations to increase their saleability.4. Tracking the popularity of certain products, recommendations for the purchase of the head of the section.5. Updating and laying out price tags.   To achieve the goals, the following tasks were assigned:   1. Search, hire, and train employees.2. Control over the work of the staff.3. Analysis of the effectiveness of our work.4. Reporting.   Geography: Moscow and Moscow region, Tver, Tula, Ryazan, Kaluga and Vladimir.   About the customer   « Integra » is a Russian manufacturer and distributor of sausage, cheese and salad products.   The company has been on the market for 23 years and during this time has created 5 brands, including: brands of sausages Dym Dymych, Rossiyanka and Honest recipe. This also includes Good Monica cheeses and the healthy food brand Scoro.   Scoro offers delicious and healthy salad sets, mixes, and fresh vegetables. They have a large number of trace elements and vitamins that have a positive effect on well-being. We have been cooperating with the company for 2 years, and this time our task was to create high-quality projects.   Implementation   We have been working on such projects for a long time, so it was not difficult for us to quickly recruit a team of performers who perfectly coped with their duties.   The main task of the staff was to visit the outlets 5 times a week and design the salad sales section.   Now we will tell you about the points of what the working day of the merchandiser consisted of:   Product placement on shelves   The placement was carried out several times, because during the day, customers purchased goods, which is why the storefronts quickly lost their attractive appearance. In addition, it is important to regularly monitor the availability of products to avoid having empty shelves.   This also includes the placement of advertising materials (signs, posters) in such a way that they attract the attention of customers, are bright and readable.   Inventory tracking and elimination of expired products   During the working day, merchandisers tracked the presence of leftovers or delinquencies on the shelves. When they were found, the damaged goods were immediately removed from sale.   Delinquency is something that can quickly destroy a brand’s reputation, so it is extremely important that all salads and vegetables are fresh.   Recommendations for the…
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Yandex Zen: what it is and how to use

Yandex is a big company and not only search engine. In addition to Yandex.Direct and other services, holding has its own platform for authors, brands and mass media, a service of content recommendations (articles, posts, photos, videos), which is selected personally, taking into account the user’s interests and behavior, location, time of day, and many other factors.   We know how you can use Yandex. Zen to promote your business on the Internet, increase awareness and attract traffic. The best solution is to run a corporate blog or buy advertising from bloggers. For more details – read our article.   What is Yandex Zen   As we have mentioned previously, Yandex Zen is a platform where bloggers and companies can run their blogs in different formats – videos, texts, photos and etc.   The main difference from the other Social Media is that it works by machine learning and artificial intelligence technologies. Also it has an algorithmic feed.   The  principle is really very simple: the more a user uses Zen, the more he likes/dislikes publications, the more he actually just reads what is there – the better Zen learns what he likes, the more interesting this feed becomes, aimed entirely at this user.   Yandex. Zen is developing in every possible way: the audience is regularly increasing, new formats, metrics, etc. appear. Yandex plans to make Zen a competitor to Instagram, VKontakte and YouTube with a cost of several billion dollars.   As a result of the constant improvement of the product and the trust in Yandex itself, media and brands come to the platform after authors and bloggers who want to make money on monetization. The latter, according to the service in December 2018, owns about 100 active channels. How Yandex Zen can be useful for your business in Russia   1. The audience of the platform is 40 million users per month, according to Yandex. Radar.2. Ranking algorithms find readers, even if they are not subscribed to the channel. This is a plus for those who need free coverage: they start from scratch, can’t « pull up » their subscribers from other platforms. The Alpha Centauri algorithm is currently in effect. About the algorithm updates-in the blog  » Yandex.Zen. »3. The CTR (click-through rate) of going to an article from the feed is 6-10%, and the average viewing time of the publication is 1-2 minutes. Keep in mind, huge longreads are unlikely to be readable).4. 70-80% of the materials are read in full, while the average for Russian media is 45%.5. Integration with Yandex. Metrica and external pixels, internal statistics on coverage, read-throughs, and time in your personal account.   The most important advantage of Yandex.Zen as a content marketing tool — an opportunity to get free coverage and gain an audience from “zero”.   Coverage of Yandex. Zen includes an audience not only in Russia, as many people think. Statistics show a wide geography of influence. According to the infographic of the Director, Daniel Trabun, it is read in…
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Targeted advertising in Instagram for dealer and manufacturer of medical equipment

Our agency has a large experience in setting up targeted advertising in various social networks. Before launching a campaign, we will analyze the audience, create relevant ads and develop creatives based on the customer’s wishes.   In 2020, we set up targeting for Endomed – a distributor of medical equipment.   Read more in the article.   Goals and objectives   The goal of the project was to increase the number of orders for products.   To achieve it, the following tasks were set:   1. Analysis and parsing of the target audience2. Creating the concept of advertising publications (texts, creatives)3. Launching and tracking campaigns4. Summary of results, preparation of reports   Before we share the project, let’s have a few words with the company.   About the customer   Endomed is a dealer and manufacturer of endoscopic and electrosurgical equipment, endoscopic systems and systems for the diagnosis of osteoporosis, as well as devices for video capsule endoscopy. In addition, the company is a service center – repairs devices, provides advice on their operation for medical personnel and conducts training sessions.   The brand has been cooperating with private and public hospitals for 24 years, providing them with high-quality equipment.   Over the years, Endomed has managed to serve more than 3,000 customers.We started working with the organization in 2020, and one of the areas of promotion was setting up targeting in the social network Instagram.   Implementation   Analysis and parsing of the audience   The company has a website, and is also promoted through Instagram. The page contains news, information and sales posts.   When collecting the audience, the following parameters were taken into account: gender, age, social status, field of activity and interests.   We used several sources for parsing:   1. Subscribers to the pages of your competitors 2. People interested in these topics: medicine, endoscopy, gastroenterology, rheumatology and osteoporosis3. Medical organizations (selected addresses based on the « medicine » interest).   Using the collected categories and selected parameters, we created a look alike audience.   A Facebook pixel was also installed to collect visitors from the client’s site.   After collecting and segmenting the database, we started preparing texts and visualizations.   Development of advertisements   Images and videos play a key role in Instagram. They should be attractive, bright and catchy. We have created a number of creatives in the corporate style (red and white colors). Examples of announcements We had several campaigns, so the creatives changed every week.   We also wrote sales texts taking into account the wishes of the customer and the needs of customers, described the characteristics and advantages of the products. Examples of announcements The last stage was summing up the results and preparing reports.   Analytics and reporting   We provided the client with both interim reports and full-month totals. During the operation we monitored the reaction of users.   Each individual campaign was analyzed by performance parameters, which helped to make changes in time and offer ideas that…
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