Product Promotion & Branding Solution

Introduction.

When placing a new product on the market, there are several crucial phases that will run their course before a product will meet with success. These phases could run on average between 6 to 12 months. During these phases, potential customers become used to a new product offering. This holds true for any product introduction.

Purpose.

To advance your product in the Russia/CIS market. The purpose is to also establish your brand and introduce your product in both national and regional markets.

The Outcome.

The end result is that your product will have: repeat clients (who will buy again and again); growing sales; a client database with detailed client history; a recognized brand name; assured market presence for your company.

What Services Are Included?

Step 1: Before we begin putting together your complete package of services, we need several preparatory steps to insure a high degree of success.

1. First, we recommend that you order the Market Research Solution prior to ordering this one. It provides you with a detailed study of market and profit potential for your goods or products destined for target countries/regions.

2. We'll assemble a 6 to 12-month work plan. We investigate: 1) trade shows you need to participate in; 2) trade shows you should attend as an observer; 3) trade journals in which you must advertise, both nationally and regionally; 4) trade associations you definitely should join in Russia/CIS.

3. We must study the specifics of your product needs. For instance, if you sell equipment, machinery, etc., your potential clients will inevitably ask about service and support options. Many foreign companies are on shaky grounds when they enter the local market. To avoid market-entry failure in this case, we establish contacts with companies who specialize in providing service and support for products in the same category as yours. Your product will be embraced because your clients will feel secure that there will be dependable service and support requirements.

4. Our staff will provide a translation of your website into the Russian language or another CIS language, depending on the market you plan to enter.

5. Our ad department will create advertising materials, price lists, brochures and presentations to advance awareness of your brand and product.

6. Our marketing people will develop scripts for telemarketing and presentations to your clients.

7. An opening of a phone line dedicated to your business will be launched in one of our Moscow offices.

8. Assign and train a few staff members to take care of your customer-service issues. When needed, we'll contract a skilled local technical specialist who can address your technical concerns in dealing with client orders, requests and queries.

Step 2: Now, finally, we're ready to begin fully promoting your product.

The array of services we think important for the promotion of your product are:

I. Active participation in important trade shows.

II. Industry-Specific Advertising.

III. A four-phase (about 1 year) direct-marketing campaign.

Preparatory: Market segmentation and creation of the client database by target group. Conduct a pilot direct-marketing campaign. Correct advertising materials due to results of the campaign

Phase 1: INFORMATIVE. A direct mailing and selective telemarketing campaign to inform the market about your company and your product. This phase has a response rate of between 2.5% and 0.05-1.0% of orders. The campaign usually pays for itself but does not produce a profit.

Phase 2: AFFIRMATIVE. This direct mailing and telemarketing campaign produces a response and order rate about twice that of the Phase 1 campaign. (The time phrase is 1-1. 5 months after the first Direct Mail).

Phase 3: FESTIVE. This mailing campaign takes place just before a major local holiday and generally offers some discounts. This campaign – if your product is already known to the market - produces a tangible result with a 8-20% response rate.

Phase 4: SEASONAL. This mailing and telemarketing campaign takes place during pre-seasonal times when your clients are busy considering potential suppliers.

Every phase requires changes in the content of the mailing brochures and the sales pitch will differ. Your company will develop as a serious player in the marketplace(s) you have entered, as you will have gained real customers. If a company is active in a market for 1-1.5 years, it comes to be regarded as a fixture and a potential long-term supplier. Your brand should grow stronger.

IV. Phone Promotions.

V. Client Data Maintenance.

Should the specifics of your product foster demand for other forms of promotion (e.g. billboard advertising, etc.,) we will work on your behalf with appropriate professional agencies who provide these additional services.

Daily reports for you with inquiry types, statistics and follow-ups based on your feedback.

The Bottom Line.

Order this solution when you are sure you wish to enter the Russia/CIS market. It will help you gain awareness of your product(s), recognition of your brand in relevant markets, and initial sales. We also assist you with customer-service issues either by helping you create your own Russia/CIS local customer-service center, or by handling customer-service issues on your behalf.

ORDER OR FREE QUOTE | back