Mankind's only alternative 18   SEP.   18  
Mankind's only alternative
Vlad's Daily Gloat - The eXile Blog
MAIN  RUSSIA  WAR NERD   [SIC!]  BAR-DAK  THE VAULT  ABOUT US  RSS
 
 
EXILE BLOGS

The Fall of The eXile For all those wondering what the "Save The eXile Fundrasier" banner is all about, here it is as simply as it can be phrased: The eXile is shutting down.
June 11, 2008 in eXile Blog

War Nerd: War of the Babies in Taki's Magazine The War Nerd talks about babies, the greatest weapon of the 20th century.
May 28, 2008 in eXile Blog

Kids, Meet Your President A website for Russian kids to learn all about President Medvedev's passion for school, sports and family.
May 22, 2008 in eXile Blog

Cellphone Democracy Cam If this girl was exposed to Jeffersonian democracy...
May 20, 2008 in Face Control

More Classy B&W Dyev Photos Yet another hot Russian babe imitating the Catpower look...
May 20, 2008 in Face Control

Proof That Genetic Memory Is Real! Sure, the Ottomans shut down the Istanbul Slavic slave markets centuries ago...
May 15, 2008 in Face Control

Russia's Orthodox Church Youth Outreach Program The priest is going, "Father Sansei is very impressed with grasshopper Sasha’s...
May 15, 2008 in Face Control

More Classy B&W Club Photos w/Russian Dyevs We took the Pepsi Challenge here...
May 15, 2008 in Face Control

Blogs RSS feed

Reklama Review February 23, 2007
 
Reklama Review
Are late night radio spots signs of a construction bust? By Alex Shifrin Browse author Email
 
 

It's 3 a.m. and you're jonesing for two tons of reinforced steel girders. What do you do? Well, thanks to the ingenious marketing folk at MetalService, you're in luck. I was driving home from work last week when I heard their radio spot.

"Do you need metal? MetalService has more than 120,000 tons of metal for all your metal needs. MetalService. Open round the clock. MetalService. Russia's largest metal stockyard." (Eddie van Halen-ish guitar solo follows.)

I immediately thought of an old SCTV sketch, where Eugene Levy acting as Phil the Garment King, was doing a schmaltzy low-end commercial for Phil's Nails, urging the audience that he's "putting nails in his (own) coffin with this sale." The only difference was that MetalService weren't being ironic.

Not too long ago, there was an outdoor campaign by a cement supplier. The company plastered the city with billboards offering good quality cement, anytime. In fact, they even opened a 24-hour hotline to satisfy any immediate needs. Now granted, a city like Moscow and its reputed nefarious biznesmen just might have use for cement in the middle of the night, but it really made me think about the motives for this.

Advertising common sense tells you that industrial goods aren't typically promoted through consumer channels such as billboards. There are of course exceptions. If a construction material supplier was involved in a large tender, and he wanted to get the attention of the decision makers, they might stick a few billboards near to their offices. However, these current ads in Moscow aren't targeted at all. They're across the city, on the radio, offering manned, round-the-clock hotlines, trying to garner any sort of interest in their wares.

Initially, my thought was that someone at the cement and steel companies finally figured out how to get advertising and media-buy kickbacks. But then another thought occurred. So why are all these construction suppliers so desperate to unload their goods that they're doing it by any means necessary? My only guess here is that the construction boom is finally slowing down.

Last year, our agency started fielding more and more calls from business centers and office parks looking for agency help in order to rent out space. Construction on many of these sites began 3-5 years ago, with tremendous investment into the commercial real estate sector. The business parks were built without precedent, and certainly without an understanding of who would actually use them. In many ways, it reminded me of the Internet boom, where venture capitalists invested huge sums of cash into Internet traffic acquisition, without actually bothering to think about how to make money from this traffic. I guess they didn't need to as their goal was to either flip the company to some other sucker, or to float the thing.

Once the business centers were finally built, investors quickly realized that there is far less demand than expected. They panicked. They hired marketers. The marketers called the ad agencies.

I believe that we're seeing something very similar with construction material suppliers. With a healthy construction boom for the last several years, many of them likely took long positions on stock, thinking that demand wouldn't run dry any time soon. However, after initial investors weren't able to see expected returns, my bet is that additional site phases and further construction projects were put on hold until some of their investment money is recouped. What does this mean for the suppliers? It means that their warehouses are filled with un-sellable steel and cement. And when you're desperate to sell, you try and sell to anyone willing to buy. Even if it's 3 a.m. in the morning.

SHARE:  Del.icio.us  Digg  My Web  Facebook  Reddit
 
 
FROM THE VAULT

The Fortnight Spin :

Megatons and Memory Holes : Richard Rhodes, Richard Perle, and the Man Who Saved the World
Santekhnik
Field Guide To Moscow: Conditus Vodkibus :

Moscow Nitelife Roundup :
 

 
 
 
LATEST ARTICLES

Save The eXile: The War Nerd Calls Mayday
Editorial
The future of The eXile is in your hands! We're holding a fundraiser to save the paper, and your soul. Tune in to Gary Brecher's urgent request for reinforcements and donate as much as you can. If you don't, we'll be overrun and wiped off the face of the earth, forever.

Scanning Moscow’s Traffic Cops
Automotive Section
We’re happy to introduce a new column in which we publish Moscow’s raw radio communications, courtesy of a Russian amateur radio enthusiast. This issue, eXile readers are given a peek into the secret conversations of Moscow’s traffic police, the notorious "GAIshniki."

Eleven Years of Threats: The eXile's Incredible Journey
Feature Story By The eXile
Good Night, and Bad Luck: In a nation terrorized by its own government, one newspaper dared to fart in its face. Get out your hankies, cuz we’re taking a look back at the impossible crises we overcame.

Your Letters
[SIC!]
Russia's freedom-loving free market martyr Mikhail Khodorkovsky answers some of this week's letters, and he's got nothing but praise for President Medvedev.

Clubbing Adventures Through Time
Club Review By Dmitriy Babooshka
eXile club reviewer Babooshka takes a trip through time with the ghost of Moscow clubbing past, present and future, and true to form, gets laid in the process.

The Fortnight Spin
Bardak Calendar By Jared Lindquist
Jared comes out with yet another roundup of upcoming bardak sessions.

Your Letters
[SIC!]
Richard Gere tackles this week's letters. Now reformed, he fights for gerbil rights all around the world.

13 Toxic Talents: Hollywood’s Worst Polluters
America By Eileen Jones
Everybody complains about celebrities, but nobody does anything about them. People, it’s time to stop fretting about whether we’re a celebrity-obsessed culture—we are, we have been, we’re going to be—and instead take practical steps to clean up the celebrity-obsessed culture we’ve got...

 
 
 

    MAIN    |    RUSSIA    |    WAR NERD     |    [SIC!]    |    BAR-DAK    |    THE VAULT    |    ABOUT US    |    RSS

© "the eXile". Tel.: +7 (495) 623-3565, fax: +7 (495) 623-5442
E-mail: office@exile.ru