We research your target audience to reveal all of your potential customers, thus raising chances of your product’s successful realization. This helps to minimize your spends and optimize your marketing campaign. Target audience evaluation is part of positioning strategy.
We assess sales values, amount of customers and target audience, brand image. We reveal advantages, strengths and weaknesses, and different ways to promote the brand. Information on competitors’ performance gives additional insight about what has to be done in order to promote your brand effectively.
First step is to reveal your brand’s perception by consumers, check how truthfully your brand image represents actual qualities of your product, and possibly reconsider initial goals you had in mind while creating the brand. We conduct marketing analysis of your brand’s target audience taking this sequence of actions: 1. Positioning elaboration; 2. Creative idea development; 3. Idea’s realization (its translation to consumers).
There are two approaches to persuasion in advertising: emotional and rational. Rational approach utilizes numbers and facts. Emotional approach, on the other hand, appeals to feelings of consumers: fear, anger, happiness, sadness, sexuality, desire to love and be loved. Emotions on screen immerse consumers and make them sympathize. Emotional advertising is less direct than rational.
We analyze CPT (Cost per Thousand Contacts) and a contact's quality for every possible media. We estimate optimal number of contacts with one person and how fast they make an influenced decision (with factors being: market growth, competitors' advertising activity, complexity of ad message, easiness of brand's memorization, ad's length, etc.). As a result and with given budget limitations we reveal media channels that suit best to achieve necessary reach and minimal efficient frequency of contact. In order to develop an effective advertising strategy we use 3 main planning methods: Reach/Frequency, Share of Voice/Share of Market, Recency.
We act according to the rule that production cost shouldn’t exceed 10-15 % of total ads placement cost for 1-2 months. This allows us to come up with optimal production solutions (commercials and other content) for each our client. We use services of many studios, whose expertise is proven by many years of successful partnership. We can make affordable animated commercials, handpick beautiful frames from stock libraries, or organize shooting of live action commercials.
We realize direct ads placement without intermediaries. We have license to a complex of VIMB programs which allows us to place commercials directly to channels’ ad blocks. We have access to federal and topical channels, as well as to local TV channels in more than 100 Russian regions.
We provide extended reports with results of your ad campaign. We compare plan and fact TRPs, GRPs, assess actual campaign efficiency, analyze competitors’ advertising activity, and brand awareness dynamics according to various metrics.
After finishing campaigns we evaluate their results: brand awareness dynamic (using Wordstat and MediaScope). We often conduct our own researches with help from our colleagues – Radar company. We also analyze sales, shipments, and competitors’ sales (if we have access to such data). Our advertising campaigns have allowed our clients achieve considerable results: for example, Evalar has become top BADS manufacturer in Russia, Aquamaris – top manufacturer of sea water decongestants, many our clients have raised their sales.