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.

1. presents
The three «A»s to building a
tailor made advertising
campaign in Russia

2. Appropriate
ness
(adequacy)
Authentica
tion
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Attraction
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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»…
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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.
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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.
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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
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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?
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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.
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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.
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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.
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Public Opinion Foundation (POF), winter 2012- 2013
Russian Public Opinion Research Center (VCIOM), february 2012
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11. Social network penetration in
Russia
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12. Social network penetration in
Russia
Resource: www.news.webinsight.pro
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13. The primary social networking
sites used in Russia have their
own specific target audience.
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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
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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
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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.
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17. Facebook audience
Age and genders
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www.in-numbers.ru/blog/slides/22
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18. Facebook audience
Whay do they usually there?
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www.in-numbers.ru/blog/slides/22
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19. Facebook audience
What do people usually do on brands pages?
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www.in-numbers.ru/blog/slides/22
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20. We analyze these categories:
•
•
•
•
•
•
•
•
•
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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
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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.
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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.
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23. Foursquare
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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.
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25. Building marketing campaigns
based on the characteristics of your
clients
Needs, wishes,
expectations of
clients
Key business
competencies
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Benefits for
clients
Strengths of the
business
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26. Attraction
Effective engagement and retention of your audience
(Attraction) requires combining marketing tools be effective
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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.
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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
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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.).
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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.)
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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
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32. Thank you for attention!
Psychologist - expert of marketing campaigns
Marya Belyakova
Mobile: +7 (929) 941-20-04
mbelyakova@digitalboutique.ru
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