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April 4, 2008 at 8:01 pm | In Posts | 4 CommentsRussia is not only Moscow and Saint-Petersburg. There are lots of cities and towns with big potential. But people there are different. Now many companies try to expand to regions. But do they know who is waiting there?
There was a case with one company in Russia. They had a so-called policy – “no advertising” and were very successful. And then one important partner made a term: if they want to sign a contract they have to launch an advertising campaign. They started from Moscow region (small towns around the capital). And what were the conclusions? People’s reaction was unexpected. They thought that if company had decided to use advertising it was facing some problems. And the image of the company was damaged.
We all know that advertising is not always effective. And moreover it can be damaging sometimes. Especially when companies don’t know their potential customers.
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Or when they segment and target market not properly =)
Comment by Skarlette — April 4, 2008 #
I think lack of advertising has some reasons behind it, good timing and good planning will damage a brand or product. What they did in Russia was good in terms of taking risk but at the end it is possible to say that their risk turn them being as success
Comment by Elif Esiyok — April 6, 2008 #
I think that just goes to show that even the experts aren’t always right which is refreshing for us! It’s a shame for that company though. I think in many cases, even in a business context, it’s important to trust your instincts.
Comment by Hayley — April 7, 2008 #
It also shows that advertising should take into consideration people’s perception and current cultural mindsets, even the slightest ad decision can back lash and have the opposite effect. As you said people are different and the message should be tailor made as it moves across different regions mainly in countries such as Russia or Brazil or China.
Comment by prwirelessch — April 9, 2008 #