However beautiful the strategy,
Note: The blue lettering refers to appropriate definitions in our Glossary .
IT IS DIFFICULT to draw a clear-cut demarcation line between marketing, advertising, and PR. A professional advertising project is unthinkable without a marketing element; a marketing project, especially a marketing campaign, often has advertising and PR aspects to it; a PR exercise may need press-releases and other texts, which, if not produced by professional copywriters, are often exercises in futility. Etc., etc., etc.
Russian marketing scene has another element about it: Russian companies and Russian branches of international companies only rarely have professional marketing, advertising and PR personnel and skills. Many do not even have trained selling forces. To survive they need more marketing and ad savvy than Western grandees in Russia. But who is supposed to supply that savvy? We are one of the few sources of that expertise in Russia.
Family doctors.” We try to be for our clients a sort of marketing family doctors, solving virtually ALL the problems involving not only marketing and advertising, but also the training of a client's salesmen, the authoring of articles, executive summaries, and what not.
"One-hundred-odd-ball-fixers." Our experience has shown that in the highly specific conditions of Russia a consultant, whatever his field, when working with a foreign client, has not only to consult well beyond an agreed field, but also to fix a wide variety of problems quite uncommon in a Western business environment. That's what we always try to do for our foreign clients!
How we work
After our first meeting we may recommend you a corporate seminar to improve the marketing culture of your managers and workers or for them to get into the Russian picture. Among other things, this facilitates our day-to-day cooperation with your people.
Like your visit to a doctor, your cooperation with us begins with diagnostics (a marketing audit), which normally takes several days or weeks. Drawing on the results of the audit we work out our recommendations and set out to perform specific marketing and advertising projects. Some of the projects are described bellow.
The process of our cooperation can be depicted as follows:
Marketing audit (obligatory)
Purpose: To get as a complete insight into the marketing and operations of a company as possible; to identify strengths and weaknesses, and to pave the way for reliable and creative consultations.
Term: Several days or weeks.
Recommendations are our main contribution to your performance in the market. They are based on the audit results, our experience and know-how.
To begin with, we identify and/or propose your selling points to be used by your marketers, salespeople, and admen. We then go on and propose concrete marketing and advertising campaigns and projects sticking to an agreed budget.
In the process, we may need some brain storms and "client experiments" involving your managers, salespeople, and other personnel.
Our fees depend on the number and complexity of product categories and services you deal with, the number of "interfaces," the number of your suppliers, etc.
If our recommendations contain proposals to run some marketing and advertising projects, you can order them with us or other companies.
Note: Projects are only performed after a thorough marketing audit and recommendations.
Purpose: To implement some complex marketing ideas and to achieve some specific financial goals.
Term: 1-4 weeks.
A marketing department:
Marketing assessment of the idea of a new product;
Branding aspects – name, packaging, etc.;
Writing of Sales Guides (a thing nearly unheard of in Russia);
Production of launching advertising and marketing materials:
Assessment of other aspects.
Term: 3-8 weeks.
"Dressing" a product properly is an extremely important marketing project. When relegated to designers, packing becomes a piece of graphic arts, not a marketing tool.
A packaged product must break through the clutter on a shelf to attract the attention of a potential buyer; the information on it must sell when the buyer holds the product in hands; the container must be convenient to use. And so on.
These are all marketing tasks.
Purpose: To assess the marketing effectiveness and efficiency of the existing or planned packaging. To recommend improvements.
Term: 1-2 weeks.
Purpose: To produce a packaging that will "sell" on the shelf, in hands, on the table, etc.
We work out the marketing concept, the verbal and graphic information to appear on a packaging. We then prepare detailed marketing specifications and rough layouts for designers. We test the versions on the shelf (shelf impact test) to make a product break through the clutter, etc.
Term: 4-7 weeks.
On the whole, the marketing quality of the Internet in Russia is extremely low. Most of it is the hunting grounds of designers and programmers who duly make it into a useless artsy toy. Perhaps, Russia needs something like the Internet bubble of 2000 in the USA for companies to understand that in the Internet (line in all media for that matter) the name of the game is content, not some fancy design frills. Client-oriented sites, like Amazon.com, can work wonders.
We can boost the business efficiency of your site in many ways.
Purpose: To estimate a site in various respects, from its content to usability, and to come up with proposals as to how to improve it.
Term: 1 week.
Purpose: To improve the marketing and/or information efficiency of a site. To produce new sites.
Term: 4-8 weeks.
As an ex-advertising agency we boast a high advertising proficiency, experience, and responsibility to the customer. Our approach to advertising is as follows:
Nobody needs advertising for the sake of advertising. (Except perhaps for mammoth bureaucratic grandees, which view their ad spends as a sort of value-added-tax they just have to pay to ad agencies.)
If advertising does not give you a bang for the buck, it's not advertising, but rather an expensive exercise in futility.
Advertising is just an element of marketing communications, which, if viewed in the widest context possible, implies the following:
Everything communicates – what a company does and what it does not, what is says and what it does not.
We have expertise and proper partnerships in virtually all the ad media.
Advertising programs may be wrong from various points of view: unreasonably high spends; wrong media; wrong content, etc.
We could optimize your ad program.
Purpose: To work out an optimal marketing budget; to foreworn against stupid ad expenses; to recommend alternative solutions of ad campaigns; to recommend more efficient and less expensive marketing campaigns.
Term: 1-2 weeks.
Purpose: To remove blatant marketing and/or communicative gaffes, thereby drastically improving an advert's efficiency.
We can do a proper surgery of a specific execution and suggest improvements. More often than not, specific ads incorporate a bag of blunders. They may be apparent neither to you, nor to your Cannes-crazy "creatives" who produced the piece. But they may be apparent to a professional "seller" in advertising.
If you have neither time nor money for a full-scale advertising exercise, involving marketing audit, selling points, etc., give the advertisement to us.
Our experience shows that even a quick inexpensive analysis can reveal major mistakes and thereby improve drastically the efficiency of your advertising.
Term: 2-4 hours.
Copywriting and design. Testing.
Purpose: To make your business and marketing documents and advertisements appeal to Russians.
We regard PR not as an independent effort, but rather an integral part of marketing communications. PR campaigns should carry across to target audiences the same selling points as advertising, etc.
Purpose: To author profiles meaningful to Russian readerships.
Because of differences in cultural backgrounds and market-economy experiences, corporate profiles for Russian audiences, especially for Russian civil servants, should be couched in slightly different terms.
Term: 1 week.
Preparation, management, give-aways, translations, etc.
Purpose: To improve the efficiency of press-conferences, business-lunches, etc., i.e., to improve the probability and quality of after-conference publications by the media present at the conference.
Term: 1-2 weeks.
Purpose: To recruit sponsors, advertisers, donors, etc.
Term: 2-8 weeks.
Purpose: To make souvenir programs more efficient.
Many companies often order souvenirs simply to keep up with the Joneses.
Term: 1-2 weeks
Purpose: To assess the expediency and potential effect of participation in an exhibition; to save exhibition dollars; to get more commercial results from an exhibition.
We design a stand, create give-aways (in Russian and English), auxiliary materials (posters, pointers, badges, programs, etc). We train the personnel who man the stand.
Term: 1-2 weeks.
Instructions, operation manuals and other technical documentation, which is important for the success of certain products in the market.
Unfortunately, these skill are extremely rare in Russia.
Purpose: To draft English-language documents in terms that are common in international business relations.
Most Russian firms have no experience of international business relations. Their foreign counterparts complain that Russians cannot prepare adequate documentation for investment and other projects. This hinders joint contracts and other projects enormously.
If for a project we work on it is of critical importance to have some documents translated into English or Russian with extreme fidelity, we do such translations. We also interpret at important talks.
Other forms of cooperation are possible, especially after an intensive phase of consulting is over.
Recommended for small projects and to analyze a specific advertisement.
Fees: $150 per hour + some miscellaneous expenses, if any.
Purpose: To prevent marketing and advertising blunders, to do some marketing monitoring after a major project.
Forms: Personal (in Moscow) and distance (by e-mail).
Terms: 6 or 12 months.
This form of cooperation is quite rare in Russia.
Purpose: To prevent marketing and advertising mistakes; to offer solutions.
Terms: 6 or 12 months.
Purpose: To get first-hand experience; to conduct a fast audit, to map out a plan of further cooperation. Further communication is for the most part by e-mail and other means.
Repiev Marketing School:
+7 903 283-0188
+7 499 194-5221