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HOW THE COST OF SETTING UP AN ADVERTISING CAMPAIGN IN AN AGENCY FOR CLIENTS IS FORMED

Today, people do not experience https://www.marketwatch.com/press-release/she-is-science-sergey-tokarev-talks-about-art-exhibit-dedicated-to-ukrainian-women-scientists-2021-04-22?tesla=y any difficulties with buying almost any goods, which is caused by the huge abundance of offers on the market. A large number of offers undoubtedly generates competition, in which the factor of pricing and the final cost of the product for the consumer is of great importance. In this case, we can talk not only about products, but also services, among which many are related to advertising. Surely all business owners have asked the question: "How to get more customers?” and the simplest answer has always been to launch an online advertising campaign. At the same time, the cost of services presented in the market of this format is extremely different, which raises a number of questions when choosing a contractor. The main problem is the relative cost of setting up ads for businesses, but is it really expensive?

Even before starting cooperation with the contractor, the client expects to get a certain result from setting up and launching an advertising campaign. It is the discrepancy between the value of the result obtained and the declared cost of tuning that gives rise to the term “expensive”. The real situation is that any expenses for business are an investment in the future, where it is impossible to divide financial investments according to the principle of expensive and cheap. Turning to top agencies, a person receives a price tag of $ 600, a similar local agency with a small team will ask for $ 400 for setting up, and the work of a freelancer will cost $100. Does it make sense to pay more? Let's analyze in detail the issue of pricing the final cost of setting up an advertising campaign by the example of contacting a professional agency.
Impact on the cost of setting up an ad for a team of specialists
The PPC service in a professional agency is provided under the condition of the work of at least three participants, namely:
1. Project manager. The person who is responsible for setting goals in the team, evaluates the effectiveness of the work, and also regularly contacts the client, bringing him up-to-date information on the project.
2. Marketer. A specialist whose experience and knowledge allow you to achieve the maximum efficiency of the advertising campaign in a minimum period of time. It is thanks to the work of a marketer that you can create a set of the most effective channels for receiving conversion traffic and sales, as well as form a work strategy.
3. Junior specialist. In this case, we can talk about a specialist of the Junior format, who performs almost all the routine work, starting from collecting the semantic core and clustering it, ending with changing bids.

The concept
Let's start with what it is. A brand is more than just a logo. These are all associations associated with the name of your company: the type of offices or stores, the faces of managers and representatives, the level of service, corporate design (including the logo), the website, content on different sites, printed products and other formats. A three-dimensional concept.
Creating a company brand is a complex and slow process. As you can see, there are too many components to cover them externally. Yes, you can jump on the market and take the mass: give out millions of gifts, donate a thousand to each animal shelter in Russia, and from every screen it's fun to tell what kind of company you are. But it will be expensive and may not work. In addition, you also need to prepare for the raid for a long time. It is better to build everything slowly-clearly and competently.

Why create a strong brand at all?
There are many reasons. Here are the most convincing ones. A well-known and respected brand is fixed in the minds of the audience in the list "What to take when you need a product in this category". That is, sales will be consistently high, and even in the event of a crisis, you will stay afloat. This is one time. A more popular brand may offer products with a higher price (when you buy an iPhone, you pay not only for the TTX, but also for the brand). That's two. The brand helps you stand out from the mass of competitors, to find your own face. That's three. And you will be able to hire more competent employees: and they will want to cooperate with you, and you will provide decent pay (remember, you have everything great with sales). To summarize, building a strong brand will bring you a lot of money.

Stages of brand creation
Let's return to the process itself, complex and slow, but with an attractive result. Branding can be divided into four stages.
1. Planning, studying and positioning the company in the market
Banal, but true: without thoughtful preparation, nothing good will come out. If you already have a business or an idea for it, there are a few things you need to figure out at this stage. To begin with, conduct a marketing research. That is, to answer the questions:
• Who is your audience?
• What can you offer her (choose a niche)?
• How are you better than your competitors?
To answer the last question, of course, you first need to calculate these competitors. Take into account not only direct competitors, but also indirect ones: raw material producers and suppliers, for example. Then study their interaction with your audience: the site, company accounts, outdoor advertising, social promotions, etc.And only then select your unique sales offer (USP).

You also need to define a specific branding goal. Spoiler alert: "Making more money" is not the goal. Think about your brand metrics, something that can be measured. And set a goal for specific indicators for these metrics.
2. Developing a brand creation strategy
On the basis of that information and special skills, you can prescribe a plan: what exactly will you do to achieve your goals? And who exactly will handle each task. Will you hand everything over to your employees or find a contractor?
At a minimum, you will need a website, its promotion in search engines, and the development of a corporate identity. And, most likely, advertising in one form or another.

Think through each step and (preferably) write down the deadlines for each task. Also, describe in advance the resources-already available and required-the budget, risks and conditions of force majeure.
Special programs will help you make all this clear-from the standard Excel and the eternal Microsoft Project to all sorts of infoBoard and BSC Designer.
3. Working on the name and corporate identity
Yes, only now you can move on to what will be visible to the audience. Before developing a website and promoting it, work on naming it. The name must be:
* short (maximum 4 syllables) (Ol-prime, but not Ko-lo-vo-ro-you);
* speaking, but not too general (for an electronics store: electric appliances, but not Gadgets);
* easy to pronounce (Cow, but not Sob);
* be suitable for wordplay in the slogan (Skip on Stopke on Friday);
* registered as a trademark;
* different from high-frequency search queries (for example, calling a company "Smartphone" is a bad idea).
For the name, you need to develop a corporate identity, that is, the basics of the design of all your brand's products: the logo, color scheme, fonts, placement guidelines, and other design rules.
The corporate identity should successfully ride the wave of trends of the time in which it is used. For example, in 2020, the trends are as follows:
* simplification;

* geometric shapes;

* custom fonts;

* gradient;

• piling elements on top of each other;

* letters from shapes;

* emblems (logo inscribed in a circle).

The logo must be unique and flexible enough to be used on any media. Don't try to copy famous brands. So you only remind the audience of their existence, remaining a faceless imitator. Make something of your own that embodies your mission and uniqueness. One way to do this is to personalize the brand.
4. Implementation and audit
The first three stages were preparatory, and this one is the one where you operate. Figuratively speaking, you take everything that you have accumulated before and show it to the audience. In words, it's simple. But what does this mean in practice?
To begin with, you need to transfer the corporate identity from design programs to physical media – boxes, signs, banners, packaging, etc. – and develop a strategy for promotion on the web and in traditional media, at least for the first time. The first is a question of technique, the second is a question of skills. Both are slow things to do. There is no universal strategy that will promote your brand and make your company successful at the click of a button. You need to assemble a dish from semi-finished ingredients that will appeal to potential customers (for example, social networks + SEO). Remember: don't become the best company for everyone, narrow your ambitions to your target audience, whether it's consumers or intermediaries. When developing your strategy, take care of the quality and quantity of contacts with the representatives of the Central Bank. Interact with them frequently, but without annoying irrelevant requests.

Next, you need to launch the promotion in parallel with the launch of sales or service according to the created strategy. At first, you should focus on increasing awareness, and when enough people learn about you, you should already stimulate sales. It sounds obvious, but it's not always understood.
The media plan will help you to put everything on the shelves more conveniently. By this point, you already have most of the data for it. You can get the rest (approximate cost) in the commercial offer from the contractor or through the advertising cabinets of the sites.
Meeting expectations is also important in creating a successful brand. Don't promise what you can't deliver. This will create a wave of negativity (at best, one) that will tarnish your brand.

Branding is not just a task for a marketing department or agency, regardless of the company's profile. Recall that everything works for your brand-from the type of employees and the quality of products to promotions and your social responsibility. Therefore, the implementation should be carried out by a group of heads of all departments. All of them. And this group should at least sometimes involve professional consultants in their work,

In practice, the exact number of people in a team who work on a single project may vary depending on the number of traffic channels, the required speed of achieving results, and the increased complexity of the advertising campaign. In addition, you can note the presence of team leaders in the team, who provide quality control of the work performed. Specialists of this format work on all projects in the role of an auditor and are involved in direct work if necessary to solve the problems that have arisen.