The advertising market is now experiencing is not the best of times. Prices for "outdoor advertising" dropped by half since the crisis began. According to the Association of Communications Agencies Russia, the outdoor market in the first half of 2009, cash decreased in comparison with the same period of 2008 to 39% - to 13,5 billion rubles. Complicates the situation and the fact that advertisers no longer want to settle for the usual view, the traditional advertising medium. Therefore, advertising agencies are constantly looking for new creative business ideas, to somehow to please finicky customers and survive in a crisis. Particularly difficult for beginners to account for this market. They do not just need to impress clients and motivate his unusual business ideas, but also to press the biggest "monster" of the advertising market.
In this regard, an interesting case of a new advertising agency in Moscow "The advertisement, which the owner of Alexander Macdonald decided to improve the old advertising channel, giving it a new look and value. Macdonald decided to take to the streets of Moscow to "industrial scale" an old and inexpensive way to communicate with the client - the sandwich-meny, which are mainly used in small retail outlets. According to his idea, "The advertisement" should be the first highly specialized advertising boutique, working with the carrier.
Macdonald confident that the project will work with quite good for the business profitability of 15-20%. At the same time to earn "gold mountain" Macdonald is not going from one client, and on the flow of the shaft. Relying on the Western experience (sandwich menami not averse companies such as Garnier, Nike, Adidas, major casinos in Las Vegas), Macdonald expects his agency's interest in services not only to small local businesses and big brands.
What does a creative advertiser Russian market? The first product in the line of the company - simple, simple design made of aluminum and plastic, the size of 1.10 x 90 cm, on which the printed advertising message. The second option, extended, differs from the simple but large in size. And the light-box - a plastic box with internal illumination and self-powered, which will be visible in the dark. The latest product Macdonald proudly call innovative, assuring him that nothing of the kind either in Moscow or in Russia. The cost of a minimum package of accommodation is three thousand dollars. For the money the client receives eight sandwich domains with the designs simple, that will walk in his outlet for eight hours a day for a month.
In general, together with the sample production, the cost of the project owner is estimated at 10 thousand dollars, while planning to further invest in their projects up to half their value. The nearest plans of the agency - to achieve monthly turnover of 80 thousand dollars, and return the enclosed 10,000 in four months.
Assess the prospects for the ideas of Alexander Macdonald to create a highly specialized advertising agency that can compete with the capital monsters is not easy. Other members of the advertising market, putting it mildly, does not share the optimism of the entrepreneur. They do not consider this service a unique and able to attract the attention of major brands. After all, the owners of small firms are able to make advertising a sandwich on their own improvised. A major advertisers sandwich meny may seem too primitive and common "meal".
But most importantly, to compete in price with traditional "outdoor advertising", with those same city format, with reductions in advertising activity "The advertisement will not be easy. For the money (three thousand dollars), for which the MACD is going to sell a minimum package, now you can hang a few billboards in the streets of Moscow.The question remains: Will "The advertisement" to find a sufficient number of customers that, as the agency's owner plans to start making sales.