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Reklama Review December 15, 2006
 
Reklama Review
Marketing "Outside The Box" By Alex Shifrin Browse author Email
 
 

One thing that Moscow doesn't lack is advertising space. Clients regularly brief agencies to develop "guerilla" marketing tactics, or find alternative ways to promote their goods and services outside the well trodden path of television, print or outdoor. For those looking at alternative advertising options, ones that will certainly yield impact and notice, look no further than the material below. So, where else can one advertise in this city?

Rubles. One of the biggest problems with flyers is that unless they're incredibly sexy or interesting, which they usually aren't, people tend to throw them out. Anywhere from 0.5% to 2% of all flyers handed or mailed out are kept and/or read by their recipients. The solution is simple: stamp your message on money. People will hang onto it, and if they pass it along, someone else will get it. One thing that you can be sure of is that people won't be tossing it in the bin.

Back of Toilet Stalls/Inside Urinals. We see all sorts of advertising in public toilets. The only place that we don't see advertising is where people are actually looking. No point, of course, in printing ads on paper towels as these are completely foreign objects to the Russian public toilet. We humbly propose bright, colorful branding inside of urinals. Some might argue that inside a urinal is somehow damaging to the brand. Well, tell that to American Standard, one of the largest international manufacturers, employing over 60,000 people in 50 some countries. American Standard has proudly placed its logo on the inside of urinals for years. Booyah!

Private Cars. Instead of paying outrageous prices for advertising on the sides of busses or taxis, pay private drivers a fraction of this cost for sporting your bumper stickers. You can do it on a rotating monthly cycle, whereby if they show up once a month to your "pay post," they receive a small cash bonus for wearing your bumper sticker. For that matter, make it more fun and send out cash patrols who create incentives by paying drivers randomly throughout the city.

Working Girls. Virgin Atlantic knows exactly where a businessman's attention focuses. This is why when they launched a new business class service, they promoted it by shooting a porno film, and by showing it on hotel pay-per-view channels. Virgin recognized that the first thing any traveling international businessman does when checking into his hotel room is to turn on the adult channel to ascertain whether he is in a "full penetration" country or a "censored" zone. So why not do temporary henna tattoo placement on the working girls who service Moscow's brothels and strip parlors. That space is for rent anyway...

Gosha Gotsenko. It would appear that Russians are no longer allowed to shoot a film without Gosha Gotsenko's ubiquitous presence. We at the eXile believe that Gosha has now franchised himself across the country in order to meet Gosha's overwhelming demand by the viewing public. Branding your company's logo on Gosha would pretty much mean a full market promotional penetration of your product or service.

Happy branding, folks!

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