Vitaly Bykov on design studios, digital studios and BTL
Posted: Wed Dec 04, 2024 9:19 am
There are many wonderful and beautiful people in the world. But this post is not about that. The post is about how in Russia it is common to make money on websites in BTL agencies and other agencies. In general, this post is a complete fiction and there is nothing of this. All mentions of names, titles are a figment of my cat's imagination.
I will not reveal any secret or conspiracy. Rather, I will tell you why websites loan database are not valued by clients, web studios are not valued, and in general, clients attach little importance to Internet communications. By the way, I will say right away that this post is not about the Red Keds agency. Because we rarely work through agencies, all our clients are direct. I am saying this because you think I am complaining, but I am not complaining.
Our clients are fucking religious people. And they mostly believe in fucking trends. A trend is fucking fashionable. And fashion is a fickle girl.
For example, it is fashionable now to do stop-motion, to say "digital", to do social marketing, to make wow-calls to each other. A year ago it was fashionable to make viral videos and augumented reality. All this fashion is imposed on clients by agencies. Mainly network, media and BTL. They arrange training for the client, tell about trends, innovations, cases, which, of course, furrow the expanses of Western blogs.
The problem is that the agencies themselves do not know how to do what they say. Then they run to us, for example, and ask us to come up with some innovation, because the client is waiting. It turns out that with a small thing like a viral video, the agency is trying to increase the client's loyalty to itself and sell more of what it earns on (videos, media, promotions, etc.).
Websites. For example, it has long been known that all BTL agencies sell websites for their promotional campaigns. All BTLers make websites. Absolutely all of them.
In Russia, the BTL market is $2 billion. This is big money and big companies are fighting for it. Such companies employ from 50 to 300 people.
Their projects are of different power. The sweetest are consumer promotions, like, send us a yogurt cap with flasks and you will receive a cup. Here because the girls are in stores all over Rus' and you can earn a lot on logistics, and you need to buy cups in China - there is also a good profit on them.
In addition to all this red tape, you need to make a website. How is it done?
Let's take a client, for example. A major beer brand. For example, "SunNiken InBev Busch". This client ships a BTL agency 20 million rubles for a fairly won tender for BTL promotion all over our mother Russia. The agency's offer also included an online promotional campaign. More precisely, the development of a promotional website. The media agency advertises it. The cost of the website is very average. For example, 700,000 rubles. Of this money, 15-25% remains with the agency. Depending on the impudence, it can be more. The rest of the money is intended for the contractor.
I will not reveal any secret or conspiracy. Rather, I will tell you why websites loan database are not valued by clients, web studios are not valued, and in general, clients attach little importance to Internet communications. By the way, I will say right away that this post is not about the Red Keds agency. Because we rarely work through agencies, all our clients are direct. I am saying this because you think I am complaining, but I am not complaining.
Our clients are fucking religious people. And they mostly believe in fucking trends. A trend is fucking fashionable. And fashion is a fickle girl.
For example, it is fashionable now to do stop-motion, to say "digital", to do social marketing, to make wow-calls to each other. A year ago it was fashionable to make viral videos and augumented reality. All this fashion is imposed on clients by agencies. Mainly network, media and BTL. They arrange training for the client, tell about trends, innovations, cases, which, of course, furrow the expanses of Western blogs.
The problem is that the agencies themselves do not know how to do what they say. Then they run to us, for example, and ask us to come up with some innovation, because the client is waiting. It turns out that with a small thing like a viral video, the agency is trying to increase the client's loyalty to itself and sell more of what it earns on (videos, media, promotions, etc.).
Websites. For example, it has long been known that all BTL agencies sell websites for their promotional campaigns. All BTLers make websites. Absolutely all of them.
In Russia, the BTL market is $2 billion. This is big money and big companies are fighting for it. Such companies employ from 50 to 300 people.
Their projects are of different power. The sweetest are consumer promotions, like, send us a yogurt cap with flasks and you will receive a cup. Here because the girls are in stores all over Rus' and you can earn a lot on logistics, and you need to buy cups in China - there is also a good profit on them.
In addition to all this red tape, you need to make a website. How is it done?
Let's take a client, for example. A major beer brand. For example, "SunNiken InBev Busch". This client ships a BTL agency 20 million rubles for a fairly won tender for BTL promotion all over our mother Russia. The agency's offer also included an online promotional campaign. More precisely, the development of a promotional website. The media agency advertises it. The cost of the website is very average. For example, 700,000 rubles. Of this money, 15-25% remains with the agency. Depending on the impudence, it can be more. The rest of the money is intended for the contractor.