— Moscow is a region with a very high cost per contact, so it is not a separate focus in media investments. It is much more difficult to get a return on each ruble invested due to high competition. And, as a consequence, the cost of placement. At the same time, we have a gradual increase in awareness in the capital due to the development of service, delivery zones and, in general, the growth of brand representation in the region through the emergence of new stores.
Another speaker of the section was Gelmira Marinina, head of the brand management department of the Uncle Vanya Group of Companies. Her report was devoted to the specifics of promoting a product through short films, where the main communication channels were YouTube (60% of the budget) and Instagram* (30% in the split). But after the platforms closed, it was necessary to revise the strategy and gain aggregate views, shifting the focus to VKontakte. Films were also launched on Rutube, trailers and banners in available programmatic systems. And YouTube began to be used as a landing page for organics and transitions from trailers and banners.
Gelmira Marinina, Head of Brand Management, Uncle Vanya Group of Companies:
- How did you measure the result? Did it cover the costs of creating the films?
- The brand does not have a direct and transparent iran mobile database opportunity to evaluate the effectiveness of an advertising campaign, which is an image campaign and works on brand awareness, and not on stimulating sales with monetary results. It is difficult to evaluate in a huge split of promotion and trade marketing what exactly served as an increase in sales for the brand: a 40% discount on the shelf or a commercial on TV. Accordingly, the effect of an advertising campaign, the task of which is to increase awareness and loyalty to the brand, is not counted in monetary growth, but is assessed by brand metrics. Brand metrics are brand lifts, data on changes in the brand's marketing indices.
- Did you launch a promotion in Telegram and how did the source work?
- We did not launch Telegram due to its still limited use for our tasks.
Tatyana Lomteva, Head of Media Promotion Department of FTS Pyaterochka, spoke about investing effort, time and budget in analysis and econometric modeling. According to her, together with A/B testing and research, all this provides an understanding of the volume of investment required in each media channel to achieve results. And also which products should be emphasized in communication with the consumer and how to drive the top-of-mind taking into account the media efficiency index.