How do you enter brands with offers?
- Almost always, communication begins through the agency that represents the brand. The larger the company, the less likely it is that you will receive a request from them.
I will give an example. When I entered into a collaboration with Zhenya, I sent a Facebook newsletter. “Evgenia Medvedeva became my client not so long ago, I am glad to announce” and everything in that spirit. Naturally, the mailing was not for classmates and friends, but for fellow agents. Replied the representative of TMA Marketing. This is a celebrity agency, I made several projects with them - for example, advertising Baltika and VISA with Alexander Kerzhakov before the World Cup.
They wrote to me: “Oh, interesting. We just recently discussed Medvedeva. And tell me, what is her statistics? ”I sent. Reported that they are in search of the person for the Pantene Pro-V. There were various applicants. I will not give names, but one of them was a very famous dark-haired actress. At one point, it was necessary to convince that a very famous actress would give Pantene less than a 17-year-old figure skater.
Does Medvedeva have contracts that include only posts in social networks?
- We rarely make commercial posts without a brand-ambassadorship contract. If there is cooperation, we can lay out a record, even without additional agreements. So we did with Rivaland. They made concessions to us, flew to Toronto, so that Zhenya would not lose a week in Tokyo.
But on the whole, our principled position is that Zhenya's advertising post is very expensive. More expensive than many show business stars and famous bloggers. More expensive than Olga Buzova. Her instagram is a treasure trove of brands, absolute commerce. We, of course, cannot afford this, and therefore we keep this rate. Russian brands do not understand this, Japanese - they understand. But sometimes for Russian brands we lower prices, if we like the offer, and make posts at market value. For the Japanese, keep the price intact.
- Most likely, you've never heard of Rivaland before. How did you know what kind of company?
- Not so long ago we hired a Japanese manager. He lives in Tokyo and, of course, knows Japanese. His main task is to meet with Japanese brands and remind us. This time I asked him to inquire, because it is impossible to give an assessment of a Japanese company from American Google or Russian Yandex. A lot of information in Japanese. He said the company is big, with a good reputation.