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BLOG ABOUT SUCCESSFUL MARKETING STRATEGIES IN RUSSIA
Blog about successful marketing strategies in Russia, page 8
B2B MARKETING
B2B Marketing, case – Beeline shares stories of startupers
“Beeline” mobile operator launched a special project called “Plan-B” on RBC.ru site to attract corporate clients.
MEDIA BUYING
Puns and Russian national character in advertising of "Polevsky" kvass
High quality kvass (Russian national soft drink, produced as a result of fermentation of black bread) “Polevsky” held an image-building advertising campaign in connection with the re-branding. The star of a comedy TV program «Comedy Club» Alexander Nezlobin was chosen as the campaign identity. The choice was predetermined by the fact that he comes from the city of Polevskoi where the production is located, and the brand was named after. Videos are concentrated on the main competitive advantage of the brand – the kvass is “live”. This means that it was not gone through filtration and pasteurization procedures to increase its shelf life, and also itdoes not contain anyconservatives. Both videos are usingpuns.
B2B MARKETING
What does the perfect marketing strategy of the present and future look like?
The RMAA Group`s President Vadim Tylik talks about global marketing trends on the 25th Anniversary of the Comvort group in Barcelona. Barcelona hosts the international network’s Annual General Meeting where members and heads of large European business corporations meet up to benchmark.
DIGITAL MARKETING
CPA (cost per action) and CPL (cost per lead) advertising in Russia
RMAA Group operates in CPA-advertising segment which is fairly new for Russia. Followed by Europe and the United States it becomes a very popular marketing strategy that enables to generate targeted treatments of users while minimizing the risk of an advertiser.
MEDIA BUYING
Commercial has made a popular Russian TV presenter an internet meme.
Good day! Commercial video clip of “Voskhod” agency created for “Telekarta”, the satellite television operator, gave an unexpected viral effect and initiated development of a new network meme in the Russian internet community. In the video Leonid Yakubovich, the popular TV presenter and showman, is grieving that people overpay for satellite TV. Then cheerful voice announces low tariffs of "Telekarta"
MEDIA BUYING
Russian advertising festival "IDEA" 2014
Russian Festival of Advertising called "Idea" has been carried out for the fourteenth time in the city of Novosibirsk. It was attended not only by the Russian companies, but also by representatives of advertising business from the former republics of the Soviet Union. Here is for your attention the works of Russian advertisers and not only advertisers who won the first places in their nominations.
DIGITAL MARKETING
Begun – Russian Pay Per Click advertising service
The most common services of PPC advertising in Russia are "Yandex.Direct" and "Google Adwords". However, there is one more service - "Begun". ELama.ru estimated that it took only 1.5 percent of the total market of PPC advertising in 2013. Optimists predict the growth in popularity of "Begun", which should begin due to the transition of its service to new and more advanced platform and its integration with such popular web resources as Price.ru – a service to compare prices in online stores, Ferra.ru - magazine about consumer electronics and Ichiba.ru - online store management service.
MEDIA BUYING
Advertising of Sochi 2014 Partners and adjustment of small brands
For Russian consumers nowadays TV commercials are the most common contact with advertising. Different studies demonstrate that TV and the Internet have the broadest audience reach. So today we will be talking about TV commercials. Russian TV audience Since the beginning of the 2000s, the proportion of Russians who watch TV daily has decreased, while in the 1990s we observed growth in TV audiences. This decrease is mostly among young people from 15 to 24 years old, while for the older generation respondents this percentage has increased. This can be seen from the survey data table
MEDIA BUYING
How an ad campaign of Stimorol Ice contributed to Russian phraseology?
The advertising campaign of the chewing gum Stimorol Ice “Geeks in search of the icy freshness” made by McCann Erickson Russia is remarkable by the phrase from a series of commercials, that ingrained in youth slang. The word “geek” which in Russian sounds as “otmorozok” has “moroz” in its root that means “frost”. It is a slang word that means a thoughtless person who does not care a doit neither about his own life nor about the lives of others. Originally it was applied towards the most brutal thugs of the 90-s, when rampant organized crime was spread in Russia. Later the word meaning softened somewhat, which allowed to use it in advertising.
DIGITAL MARKETING
Offensive advertising from Rexona in Russia
In summer 2007 the brand Rexona led one of the most provocative Internet campaigns in the history of advertising in Russia. The site Rexona-deo.ru (does not exist at the moment) put a presentation, where Russian women were written about in an insulting way. Something like that they use deodorants less often than European women and therefore have a disgusting smell. Rather rude commercial was broadcasted not only in Russia;it showed the effects of unpleasant smell from the armpits.
B2B MARKETING
Why 50% of your advertising budgets are wasted in Russia?
What should the commercial be like and how to script the advertising message? What should advertising communication contain to make it work to increase sales with the maximum efficiency? Unfortunately, the exact answer to this questionwill never be found, as long as every business is different and identical circumstances in all occasions do not exist.
MEDIA BUYING
Today advertising on transport is a growing segment of the advertising market. Despite of the fact, that this type of advertising has already proved its effectiveness, its development is complicated by almost complete absence of large sellers. Advertising surfaces in each city belong, as a rule, to different transport companies, moreover - one type of transport in one city might be owned by several companies-owners. We can only hope that the market eventually will be structured and a seller finally will appear.
DIGITAL MARKETING
In a social media where users hate ad, tits will help a marketer
LiveJournal used to be a major Russian social platform, but now it has given ground. Despite the high traffic, it has always been difficult to use “LiveJournal” in social marketing because of the snobbish attitude of users. It is accepted here to demonstrate intelligence, wit and creativity. Usersare ticked off advertising getting into their news feed. Repost function appeared in LJ relatively recently and it is not actively used. Nevertheless, there are some examples of successful social campaigns in LJ, and you will learn more about one of them.
DIGITAL MARKETING
Directories and navigators in Russia – Yandex Maps and Navigator
Today we continue a series of articles on the Russian navigation systems, which can be helpful for marketing purposes of your business in Russia. In a previous article, I was talking about 2GIS and Inforino, today we are going to talk about Yandex.Maps.
B2B MARKETING
Exporting: The Definitive Guide to Selling Abroad Profitably.
We are glad to announce the upcoming book called "Exporting: The Definitive Guide to Selling Abroad Profitably" by Laurel J. Delaney. Laurel is founder and president of Chicago-based GlobeTrade.com, a management consulting company that helps entrepreneurs and small businesses go global.
B2B MARKETING
White Paper: Effective B2B marketing strategies in Russia
We would like to bring to your attention to the White Paper 'How can a foreign company enter the Russian B2B market? Effective B2B marketing strategies in Russia' written by Vadim Tylik, the Founder and the President of RMAA Group. The E-book reveals how foreign companies can easily find Russian b2b customers.
DIGITAL MARKETING
Directories and navigators in Russia – Inforino Russia
Today we continue a series of articles on the Russian navigation systems, which can be helpful for marketing purposes of your business in Russia. In a previous article, I was talking about 2GIS, today we are going to talk about Inforino.
DIGITAL MARKETING
Directories and navigators in Russia – 2GIS Russia
To promote products and services in Russia it is better to use the local electronic services, as they are more popular than international ones. In this review, you will find descriptions of the most popular applications of navigators and electronic directories in Russia, as well as the brief guidance for using them to promote products and services of your company.I decided to divide the subject in several articles, so that information could be more compact and convenient for our blog readers. So, today we are going to discuss 2GIS. In the following articles, we are going to talk about equally popular Yandex.Maps, Inforino and City Guide navigation systems.
MEDIA BUYING
How to use the national dislike of Russian towards the police in advertising?
A great example of the viral video based on Russian national mentality is a video of talking hamster. To understand why Russian users consider it so amusing you need to know some local specialties. Traffic police is if not the most corrupt of the internal affairs division in Russia, at least those whose dishonesty is the most striking. When the driver is offered to pay his way outrather than to pay an official fine for a traffic violation - it's not so bad. In many cases bribes areextorted from those who brokenothing. This became a source for a whole genre of popular videos on YouTube, when a driver armed with a camera and the excellent knowledge of the laws and traffic regulations, argues with an inspector and winsmaking the guardian of order ashamed. In this case it is not the matter of traffic violations, but the video with the “favorite” character mocked by the toy in Russia became popular and they gladly send it to each other.
DIGITAL MARKETING
Russian and European internet customers. What`s the difference?
This article is about the peculiarities of Russian internet audience and about some features of LEADs generation in online stores. It will be useful for both businessmanobserving the Russian market and those who are already doing business in Russia and want to increase the conversion of their websites.
