presents

The three «A»s to building a
tailor made advertising
campaign in Russia
Appropriate
ness
(adequacy)

Authentica
tion

digitalboutique.ru

Attraction

2
Why do we need to understand
“Audience Characteristics”?

• The primary task – to build strong relationships with
customer...
Why do we need to understand
“Audience Characteristics”?
• Easier to start with those who are ready to cooperate
• These p...
Three steps to build tailor made
advertising campaigns
• Authentication – target identification, segmentation
of the targe...
Authentication
The «Identification funnel» represents the process we go
through to build a psychological portrait of the t...
Psychological portrait of the target
audience
• Social-demographic features:
gender, age, nationality, education, marital ...
Psychological portrait of the target
audience

• Individual-psychological features: temperament
and character, extraversio...
Social networks as
a source of useful personal data
• Social networks are successfully used as a source of
psychological i...
Social network penetration in
Russia

• 55% of population in Russia over 18 use Internet – 1
• 82% of Internet users in Ru...
Social network penetration in
Russia

digitalboutique.ru

11
Social network penetration in
Russia

Resource: www.news.webinsight.pro

digitalboutique.ru

12
The primary social networking
sites used in Russia have their
own specific target audience.

digitalboutique.ru

13
Odnoklassniki.ru

60% from Moscow
Typical audience:
• Women-shop assistants from Saratov
• Women top-managers from Moscow
...
Audience Odnoklassniki.ru
•Russia 0+, May 2013, Monthly Reach, thousands persons and % of population, 12-64 y.o.

Percenta...
Аудитория Vk.com*
September 2013, Russia 100
000+, 12-64 y.o.
Vk.com*

Thousands persons

31 045.3

Monthly Reach
% popula...
Facebook audience
Age and genders

digitalboutique.ru

www.in-numbers.ru/blog/slides/22

17
Facebook audience
Whay do they usually there?

digitalboutique.ru

www.in-numbers.ru/blog/slides/22

18
Facebook audience
What do people usually do on brands pages?

digitalboutique.ru

www.in-numbers.ru/blog/slides/22

19
We analyze these categories:

•
•
•
•
•
•
•
•
•

digitalboutique.ru

Communities based on a wide range of
specific interes...
It is important to remember that social networks
set standards of communication behavior.
Vkontakte and Odnoklassniki – ne...
Identify those who are already
your target audience

• Pay attention to the research of psychological features of
those wh...
Foursquare

digitalboutique.ru

23
Appropriateness (adequacy)
When creating a psychological portrait of the target audience there
are key questions that need...
Building marketing campaigns
based on the characteristics of your
clients
Needs, wishes,
expectations of
clients

Key busi...
Attraction
Effective engagement and retention of your audience
(Attraction) requires combining marketing tools be effectiv...
SMM (Social Media Marketing)
Take the psychological portrait of your target audience as a
basis to design SMM-strategy:
• ...
PR
To design an effective PR-campaign it is important to
determine:
• The mission and values of the business
• If business...
Events
To understand what you should orient on to organize
effective events reply to the following questions:
• Will a pla...
Events
• What results will the audience get from their participation
in this event (if there is a corporate party the even...
Events
• Create interesting event scripts, involve people to be
active at these events!
• Care about the impressions that ...
Thank you for attention!
Psychologist - expert of marketing campaigns
Marya Belyakova

Mobile: +7 (929) 941-20-04
mbelyako...
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Three A to build successful marketing campaign in Russia

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we build our marketing solutions based on target audience research. If you know your target audience needs you have successful marketing campaign. Some foreign companies plan their marketing campaigns in Russia based on US or European data. It does not work. Russia is very specific country with very complicated mentality. We do detail research not just by social-demographic data, we do ethnic, confession, geography and psychologic research for your target audience in Russia.

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Three A to build successful marketing campaign in Russia

  1. 1. presents The three «A»s to building a tailor made advertising campaign in Russia
  2. 2. Appropriate ness (adequacy) Authentica tion digitalboutique.ru Attraction 2
  3. 3. Why do we need to understand “Audience Characteristics”? • The primary task – to build strong relationships with customers • NOT enough to influence customers on a rational level • The contemporary trend - to find a way to their heart and soul • The path can be short and direct in some cases • BUT to some hearts we have «the path is strewn with thorns»… digitalboutique.ru 3
  4. 4. Why do we need to understand “Audience Characteristics”? • Easier to start with those who are ready to cooperate • These people will build relationships with the enterprise WHEN they can identify a real benefit for themselves • Enterprises NEED TO: 1) study the psychological characteristics of their customers; 2) choose the most effective ways to communicate with customers; 3) make customers advocates for the brand; 4) allow customer to become a trusted source for favorable information to the broader target audience. digitalboutique.ru 4
  5. 5. Three steps to build tailor made advertising campaigns • Authentication – target identification, segmentation of the target audience according to its socialdemographic, psychological and behavioral features. In addition we need to build a psychological portrait for each segment. • Appropriateness (adequacy) – to track that marketing strategies suit needs and psychological traits of each segment of the target audience. It also include the composition of relevant «appeals». • Attraction – attraction and retention of the target audience attention. If your enterprise catches the attention of consumers, so most likely they will come to you if necessary. digitalboutique.ru 5
  6. 6. Authentication The «Identification funnel» represents the process we go through to build a psychological portrait of the target audience. social-demographic features standard of living (income) interests behavior individual psychological features demand, motives, goals, value digitalboutique.ru 6
  7. 7. Psychological portrait of the target audience • Social-demographic features: gender, age, nationality, education, marital status. • Standard of living (income): Products of what price category can customers allow themselves to buy? • Interests: How do people you investigate prefer to spend their free time? • Behavior: What behavioral features do men demonstrate in public? How do people interact with each other and what way of communications do they use? digitalboutique.ru 7
  8. 8. Psychological portrait of the target audience • Individual-psychological features: temperament and character, extraversion-introversion, a type of reactions on stress, the level of anxiety etc. • Demand, motives, goals, value: these features are extracted from the previous information by reconstruction of a psychological and behavioral portrait and also from the information received during the investigation. digitalboutique.ru 8
  9. 9. Social networks as a source of useful personal data • Social networks are successfully used as a source of psychological information about the target audience • Interpersonal relationships are fundamental to Russian culture and that is why social networking has spread so rapidly and widely in Russia. Social networks often give the most complete information about target individuals and can be used to build their psychological portrait. • While Russia also has strong data privacy legislation (Federal Law No 152 on Personal Data) it is still possible to use information from social networks as it is considered as being public information (paragraph 2, article 7). • In addition, social networking sites ask users to give broad permissions about HOW their data may be used and WHO may use it. digitalboutique.ru 9
  10. 10. Social network penetration in Russia • 55% of population in Russia over 18 use Internet – 1 • 82% of Internet users in Russia have accounts in social networks (+ 19% in 2 years) - 2 1. 2. digitalboutique.ru Public Opinion Foundation (POF), winter 2012- 2013 Russian Public Opinion Research Center (VCIOM), february 2012 10
  11. 11. Social network penetration in Russia digitalboutique.ru 11
  12. 12. Social network penetration in Russia Resource: www.news.webinsight.pro digitalboutique.ru 12
  13. 13. The primary social networking sites used in Russia have their own specific target audience. digitalboutique.ru 13
  14. 14. Odnoklassniki.ru 60% from Moscow Typical audience: • Women-shop assistants from Saratov • Women top-managers from Moscow Most active users are older than 34 digitalboutique.ru 14
  15. 15. Audience Odnoklassniki.ru •Russia 0+, May 2013, Monthly Reach, thousands persons and % of population, 12-64 y.o. Percentage of Russian Population Accessing Each Service Liveinternet.ru LiveJournal.com Rambler Facebook.com Odnoklassniki.ru 14 19 23 25 41 Vk.com 49 Яндекс 56 Mail.ru Odnoklassniki.ru 57 41 Total Russian internet audience is nearly 67 million people which is approximately 63% of the population digitalboutique.ru
  16. 16. Аудитория Vk.com* September 2013, Russia 100 000+, 12-64 y.o. Vk.com* Thousands persons 31 045.3 Monthly Reach % population of Russia Monthly Frequency Average pages quantity pro person Thousands persons 58.1% 2 543.9 25 634.3 Average Weekly Reach % population of Russia Average Weekly Frequency 48.0% Average pages quantity pro person 731.6 Thousands persons 15 970.9 Average Daily Reach % population of Russia 29.9% Average Daily Frequency СAverage pages quantity pro person 164.8 Average Minutes per Day Average quantity minutes pro person 34 * Данные предоставлены на основе user-centric измерения. digitalboutique.ru 16
  17. 17. Facebook audience Age and genders digitalboutique.ru www.in-numbers.ru/blog/slides/22 17
  18. 18. Facebook audience Whay do they usually there? digitalboutique.ru www.in-numbers.ru/blog/slides/22 18
  19. 19. Facebook audience What do people usually do on brands pages? digitalboutique.ru www.in-numbers.ru/blog/slides/22 19
  20. 20. We analyze these categories: • • • • • • • • • digitalboutique.ru Communities based on a wide range of specific interests Posts, reposts Statuses Friends Photos Geographic location (check-in) Audio and Video lists Way of communication Comments, likes, shares 20
  21. 21. It is important to remember that social networks set standards of communication behavior. Vkontakte and Odnoklassniki – networks that assume mostly easy communication and entertainment. Facebook – is for reputation and personal image. digitalboutique.ru 21
  22. 22. Identify those who are already your target audience • Pay attention to the research of psychological features of those who already take part in your activities and visit your events. • You can identify them with the help of services that allow to determine the geographical positions of people at any time (ex. Foursquare). These programs are synchronized with other social media. digitalboutique.ru 22
  23. 23. Foursquare digitalboutique.ru 23
  24. 24. Appropriateness (adequacy) When creating a psychological portrait of the target audience there are key questions that need to be answered: • What are basic competencies of the business? • What are the strengths of the business? • What will the target audience expect? • What needs will the target audience can actually be met? • What can the company give to the target audience and how does the target audience benefit from the relationship? Only after addressing each of these questions can the process of building a tailor made advertising campaigns being. These campaigns will then effectively be able to combine key business competencies with the target audience’s needs. digitalboutique.ru 24
  25. 25. Building marketing campaigns based on the characteristics of your clients Needs, wishes, expectations of clients Key business competencies digitalboutique.ru Benefits for clients Strengths of the business 25
  26. 26. Attraction Effective engagement and retention of your audience (Attraction) requires combining marketing tools be effective digitalboutique.ru 26
  27. 27. SMM (Social Media Marketing) Take the psychological portrait of your target audience as a basis to design SMM-strategy: • Create the content on the basis of audience interests. • Share the experience, mood, ask for advice. Behave like a real person. • Motivate people to take part in discussions, to express their opinion, to communicate actively on the internet page of your business. • Choose the right way of communication with different categories of users who leave comments, likes, shares etc. • Continuously track users activities on the social network page for the business especially on what information they pay most attention to and what posts have the greatest response. digitalboutique.ru 27
  28. 28. PR To design an effective PR-campaign it is important to determine: • The mission and values of the business • If business values match human values and the values of the target audience • The communication problem that is to be solved • The message that you wish to is to be presented to the target audience. This message must become an interesting soundbite for the target audience and should not conflict with business values. • Who will present company’s mission («face of the company») • What channel is most suited to the target audience digitalboutique.ru 28
  29. 29. Events To understand what you should orient on to organize effective events reply to the following questions: • Will a planned event lead to achievement of primary goals and to solving business tasks? And what goals and tasks? • What result would you like to get? How does it relate to resources used? • What is the basic idea of the event? What info would you like to tell to the target audience? • What’s your target audience? Do you know psychological and behavioral features of your audience? • What for should these people take part in this event? What needs and interests will your event be able to meet? (Entertainment, relaxation; news exchange; communication, acquaintance; satisfaction of personal ambitions, etc.). digitalboutique.ru 29
  30. 30. Events • What results will the audience get from their participation in this event (if there is a corporate party the event will lead to strengthen the ties within a team etc.)? • What message would you like to tell to your «secondary audience» (those who weren’t at the event but will learn about it)? • Access the total number of participants and ties between various categories of the target audience. • Receive feedback, access participants’ level of satisfaction, note needs of the audience for future best results. • Try to avoid negative traits of the business just not to justify bad expectations of your audience (waste of time, bad service, bored script, technical defects, cheap gifts, etc.) digitalboutique.ru 30
  31. 31. Events • Create interesting event scripts, involve people to be active at these events! • Care about the impressions that participants leave with! The graphic way to form impressions from the event digitalboutique.ru 31
  32. 32. Thank you for attention! Psychologist - expert of marketing campaigns Marya Belyakova Mobile: +7 (929) 941-20-04 mbelyakova@digitalboutique.ru Digitalboutique.ru
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