How to start a business from scratch is a question that most enterprising young people ask themselves. Many of them spend years searching for their field, not knowing where to start their project. There are projects that do not require special skills and knowledge to implement. One of these projects is the opening of our own agency for carrying out promotions.

What is a promo agency

Organization of promotions is a business area that does not require large investments. All you need to be successful is creativity and organizational skills.

Every day, up to a thousand new, as yet unknown, goods that need to make themselves known to the consumer enter the market. A promotion is one of the most effective ways to attract attention to a product or brand. To illustrate, it is enough to mention that Coca-cola and Nestle are the invariable leaders in terms of the number of promotions held.

Promotional action (English promotion - promotion, development) is an event to promote a product on the market by attracting the attention of potential consumers.

This method has been successfully used for many years to increase the sales of FMCG products. However, the range of objects for promotion has expanded significantly: brand, personality, organization and even a whole line of activity are increasingly acting as a product for promotion.

The promotion allows the buyer to try the product, touch it, and only then pay money for it with complete confidence. This principle has been working for many decades, and the demand for organizing promotions is growing steadily. The promotional agency acts as a mediator in the dialogue between the producer and the consumer.

What does a promo agency do

The main activity of promotional agencies is to organize:

• distribution of leaflets. The popularity of this method is explained by its versatility and the possibility of using it for any product. With it you can:

1. attract buyers to retail outlets;
2. tell about other promotions, special offers, invite to participate in promotions;
3. intercept the flow of customers on the way to competitors.

• presentations;
• direct marketing: e-mail distribution of marketing proposals, work of a sales agent directly with a potential buyer;
• sampling (sample - "sample") - distribution of trial samples of the promoted product. This method is based on the principle “I trust my feelings more than other people's stories”. Such promotions are held for low-cost consumer goods. Most often, this is the way to promote household chemicals, perfumes, and hygiene products. Using this method, you can also declare a change in the image of a brand or company. The intensity and duration of sampling is determined by the customer himself.
• tastings - a type of sampling that is carried out for food products. This type of promotion removes the fear of wasting money on bad food and ensures long-term sales growth.
• promotions and giveaways that encourage buyers to purchase goods to increase the chance of winning;
• demonstrations of the technical properties of the product;
• flash mobs to attract attention in public places due to the surprise and unusual costume and behavior of promoters.

The main stages of starting a business for conducting promotions

The ability to run a business without large capital investments is the main advantage of this business. An office can be easily organized in any apartment, because the main negotiation process is carried out using the Internet and telephone.

The main stages during the period of starting a business for conducting promotions:

1. Promoter team recruitment... To get started, you will need 20-30 promoters who can go to work at any time. It is worth remembering that the customer most often puts forward specific requirements for the promoters for his event: age, gender, appearance, work experience, and the like. At first, due to budget constraints, the founder will have to act as a supervisor who trains and monitors the work of promoters at the event venue.
2. Development of an advertising campaign to attract a potential client. Consider this a dress rehearsal for your activity. Include as much creativity as possible at this stage. Define a "portrait" of a potential client - this will help to build an advertisement so that the information is more likely to reach the addressee, and he uses your services.
3. Another tool for attracting customers is specialized site. Tell us about the types of services and capabilities of the company as informatively as possible. Use Internet promotion, because a potential customer is looking for most of the services here. Display advertising, for example, thematic mailings by e-mail, contextual advertising and necessarily marketing in social networks. Be sure to keep a blog on the site where you will share the results of your company's promotions.
4. Find partners among advertising agencies... You need to find information about advertising agencies in your city, find out the range of services provided. If this list does not include holding promotions, try to establish partnerships with such companies. This path will help to acquire additional clients, because advertising companies that have been operating for more than one year have an extensive client base. For a certain percentage of the promotions, you can get access to such a database.

How to make money by running promotions

The amount of the agency's profit directly depends on the increase in the customer's turnover. The main task is not to advertise the product, this is done by advertising companies, but to draw the attention of the buyer to the merits of the product, convince him to buy and thereby increase sales.

Originality, a non-standard approach that attracts attention is the key to a successful promotion. There can be no templates here: everyone is already accustomed to the girls in the stores handing out sausage. Therefore, special attention should be paid to the planning stage. The agency finds out the goals and objectives that the customer sets for the promotion, develops an action plan and reporting documentation. Close cooperation with the customer at all stages will allow avoiding a negative result, which can seriously affect the reputation of the start-up company. It is worth paying close attention to third-party factors, such as: time and place of the event, season, characteristics of the potential audience, information support and much more.

The second half of success depends on implementation. The campaign message needs to be clearly and comprehensively conveyed to the staff. Promoter - a person of a promotion, a person who directly contacts the consumer of the product. The management's interest in this order and in the work in general, sufficient salary, respectful attitude, including to the needs of the consultant - all this will formulate the correct motivation of your employees. Trust them, but check. Keeping records of products and funds for work will eliminate negligence and theft in the agency.

The main thing is development: the next stage in the development of a promotional agency

With the acquisition of experience and an increase in the capital of a promotional agency, it is necessary to reach a new professional level, which is BTL-agency (bellow-the-line - "below the line") ... In such a company, promotions are developed within the framework of a single creative and marketing strategy for an advertising campaign. The BTL concept unites a set of measures to stimulate the end consumer. This includes all of the above types of promotions. Such agencies directly cooperate with advertising companies that are engaged in open (ATL) advertising, which together gives high efficiency.

In such a company, a group of professional marketers is working on the development of an action plan, who are engaged in the development of long-term development strategies, take into account all information transmission channels for the most effective delivery of information to the addressee, optimize the process, which allows you to get the maximum possible result with a minimum budget with the involvement of an extensive arsenal of funds ... BTL-agency works to create and adjust the brand image, which means it provides more expensive services.

How to start your own promotions business

To get started, you need to choose a way of doing business: register as an individual entrepreneur (IE) or a legal entity. It all depends on the size of the start-up capital. With a minimum of funds, the form of individual entrepreneurship will be preferable, in which the payment of taxes is much lower and there is no need to keep an accounting report. However, you should not count on large and serious deals. The initial contribution to the business may be limited to 30 thousand rubles. The advantage of this area is a quick payback, that is, with active and successful activity, you will soon begin to make a profit.

If you want to continue working and develop your agency, you will have to register as a legal entity, develop a charter and hire an accountant to maintain financial statements.

The official opening of a promotional agency increases the prestige and degree of confidence of potential customers, which opens up access to cooperation with serious companies.

Nov 13, 2016 Sergey

Various firms resort to advertising campaigns almost every day. The reason for this is that advertising increases profits, the popularity of products. All this leads to the fact that the advertising business is one of the most profitable. In some cases, its profitability can reach 100% or more. The main thing is to successfully choose the direction of the company and select the right personnel.

Main directions of work

• Branding - involves the development of elements of corporate identity, slogan.
• Event Marketing - organization of events: presentations, seminars, summits, exhibitions, fairs.
• BTL - promotions, during which consumers can get acquainted with the quality of the goods.
• Placement and creation of advertising - signboards, stands, leaflets, information placement on the Internet.
• Organizational work - search for performers, placement or distribution of ready-made advertising materials.
• Content of advertising sites - Internet sites, bigboards, advertising screens.

Agency registration

Before starting work, any enterprise must be registered. But this is relevant only if you really open your own company with a staff of employees. At first, you can run the advertising business as an advertising agent. Registration is not required for this.

So, before opening a company, you must:

1. Contact the tax office and choose the form of registration of an individual entrepreneur or LLC. It should be borne in mind that in the case of an individual entrepreneur, you will not be able to provide services to large companies, that is, legal entities.
2. Before starting work, you must familiarize yourself with the federal law "On Advertising" and all the amendments made to it.
3. It is also necessary to familiarize yourself with the legal acts at the local level. In some cities there are certain restrictions on outdoor advertising.

In addition, it is necessary, together with a lawyer, to draw up a standard contract, which will provide for the rights and obligations of the parties, payment (preferably in stages), cases in which the contract may be terminated, compensation.

Premises and equipment

At the beginning of work, you will not need a room. Basically, clients do not come to the company's office, often it is advertising managers who come to them. The main issues are resolved over the telephone.

The need for an office appears if the company's staff is 5 or more people. This is the place where you can make an appointment with the client, discuss all issues with him, and also gather the entire team to assign responsibilities. In addition, the office stores all the necessary documentation and equipment.

At the initial stage, you will need a minimum of equipment. This includes:

• computer for the designer;
• a printer;
• scanner;
• copy machine;
• telephone;
• the Internet;

As a rule, when a person hears the word "promoter", he sees a teenager in headphones trying to distribute to everyone in a row some kind of leaflets, which most people carry only to the nearest trash can. Entrepreneurs use them mainly for one-time promotions, and all the same, in the end, no one calculates either the effectiveness or the response. In fact, no one holds promoters as a really effective tool for business development. But in vain!

Meet the promoters

Our acquaintance with the promoters began about three years ago when we were working in the flower business. Our salon was located next to the "MonAmur" store, which sold erotic lingerie, accessories and various frivolous goods. It was a store of a fairly high class, the average check amount was about 12 thousand rubles.

While going to work, I noticed that three promoters are constantly running near the entrance to MonAmur, and they are very active. Promoters who actively filter the stream, who don't wear headphones and don't throw out flyers! It was something amazing, because it can't be that promoters work well! In addition, I discovered that MonAmur was also located on Myasnitskaya Street, where the Higher School of Economics was located, and there were three promoters who were also actively working there in the same way. It is obvious that promoters as a tool are used constantly and for a long time, and also do not belong to some obscure company "Horns and Hooves", but rather a solid company. I always pay attention to such things and decided to figure out what is the reason for this "strange behavior". Having met one of the promoters, whose name was Artem, I began to find out the details of my interest.

When asked whether he succeeds in attracting new customers, Artem told me: “If we were not there, the store would not exist.” It was funny enough. When I asked how much he was getting, he gave me the figure of 1900 rubles a day. Although later Artyom said that it was not so, - apparently, he himself got confused in the system of motivation by which he works. The amount of 1900 rubles was tied to the bar of 25 visitors a day - not buyers, but visitors. If, accordingly, fewer visitors came, then Artyom received less money. On average, he got 900-1000 rubles a day. This is not bad at all for a promoter who is 17 years old, because he can earn $ 1000 per month - an amount that not all adults with higher education receive. Or with two 🙂

Technology for working with promoters

When we started looking further, our research showed that the technology with promoters actually works quite well. We calculated that from one promoter "MonAmur" receives consistently from 12 to 15 visitors per day.
Accordingly, from three people - 45-50 visitors per day. Of which, according to conversion rates, 10–12 people become buyers, and some of them make repeat purchases. Of course, there are those who simply leave, but the action is more than worth it with an average check of 12 thousand rubles.

Having tracked the work of effective promoters in other industries, we have developed a technology that we now apply in every area where we work.

So, working with promoters is built of five main elements:
1. The first element is the promoter himself as a person. Age, social status, type of appearance, special signs and so on (student, girl of model appearance, homeless person, aunt of Balzac's age).
2. The second element is the place where the promoter stands (near the entrance to the store, near the exit from the metro, near the escalator in the shopping center).
3. The third element is the speech module. That is, what he says, sells, or just shouts something, or is silent.
4. The fourth element, one of the most important, is what is in his hands (coupon, flyer, leaflet - in general, what he is distributing).
5. The fifth element is the payment system - how and how he gets money.
If we expand these elements and give a specific recommendation for each, then we get the following.

The main thing is that a person is good

So the first element is what kind of person a promoter should be. It all depends on the specific situation and the specifics of the business, however, as practice has shown, the best promoters are not a student, not a homeless person, or even a busty blonde model, but a woman of age who worked as a toastmaster. The woman toastmaster showed a result ten times higher than the result of the student promoter when we ran the promotion. At first glance, it may seem impossible to find a woman toastmaster for the position of a promoter, nevertheless we managed to find even three women who worked as toastmaster. It turns out that toastmaster is not always a very profitable profession, and there are often toastmasters who, relatively speaking, are poorly in demand, but still possess skills, charisma, energy, and activity. And they are not afraid to work with people, which is the most important thing.

Students are intelligent people, they are often pinched, afraid to make contact. The same with other types - everyone has their own fears and complexes. The exceptions are presenters, retired actresses, animators, that is, people from the mass sector. I repeat once again: the most important thing is that the promoter is not afraid to work with people.
Perhaps there is some other type that, like the toastmaster, gives good results, but we do not know him yet.

When talking about a person, it is very important to mention how they are dressed. If a toastmaster woman is dressed in her everyday clothes, then she, to put it mildly, will cause a certain fear and distrust among the walking by the public. Dress her in a bright T-shirt or jacket with the company logo, give her branded accessories (baseball cap, bag). Now, with all her appearance, she will declare that she is a promoter, and people will react to her normally. The most important thing is that the promoter really looks like the promoter. The cap is next to us, but not everyone follows this seemingly obvious rule.

Place, place and place again

Now the second point is the place where the person stands. The place where the promoter stands should be the so-called node of the customer flow, namely, the area where people congregate and group. These are exits from the metro, stops, underground passages, escalator zones of shopping centers, reception counters, these are any crowded areas.

Also, the most important place where the promoter should stand is the entrance area of \u200b\u200bthe store. We usually put one person right at the entrance to the store, and two others at the nodes in order to handle two oncoming streams of passers-by.

To finally decide on the place where to put the promoter, you need to calculate how many people from your target audience pass there per unit of time, for example, in 20 minutes. The main requirement is visibility. The location should be close enough so the promoter can say, "See that blue house?" or "Now go straight, then right, there is also a promoter, he will show you our store." He should not say: "Now take minibus 367, you will reach Sharikopodshipnikovskaya street, there you need to go down and a little to the right along Olof Palme street, then turn right and there will be a factory in front of you, at the checkpoint try to get through the guards."
But it happens ...

We have a promotion. Come see

The third item is the speech module. A speech module that works is some understandable reason why a person should visit your store. It may sound like this: “We have an action! Come and see! " A "promotion" can be replaced with a "sale" or "new collection". The promoter should not urge to buy something, he just offers to come in to see and to interested people, he holds out the fourth point of our reasoning.

The promoter must be armed

Give the promoter an ultrasound scan or a Kalashnikov assault rifle and things will go smoothly. But if, for a number of reasons, you cannot do this, then it remains to use the fourth point.

This is, in fact, a coupon or flyer. It is a huge mistake to try to hand out flyers that say: "We are open!" ("... and we are happy"), "We have the best prices and the best quality" and other commonplace things. It is useless to expect this to produce a good result.

The coupon must contain some value, the person must have a reason not to throw it into the nearest trash can. Best of all, when the coupon has a monetary denomination, for example, 1000 rubles or 500 rubles, you can also execute it in the form of a bill, it attracts attention well.

Also, the coupon can guarantee a gift when buying or a gift when visiting or trying on. For example, we had this flyer: "Sweet gift for fitting." That is, everyone who tried on with us received an Alenka or Milkyway chocolate bar. This gave a very good result. In addition, it is important that the coupon expires. For example "until March 31" or "until April 15". Moreover, the validity period should not be a year in advance - the coupon campaign is launched for a maximum of 2 weeks. If you get a good flow of visitors, then you work with coupons all the time, just changing the essence of the promotion every two weeks. The standard discount that is usually given on coupons is 5-7% and works extremely poorly, if not to say that it does not work at all.

So: either we have a crazy sale (50-60% discounts), or a cash coupon, or a gift. However, the nominal value must be set with a restriction, that is, when buying from a certain amount, otherwise the stock will not pay off. A reasonable price / value ratio of what you are selling and the gift must be maintained.

“Buy a bike for 100 thousand and get a lollipop for free” is unlikely to work.

The coupon identifier must also be present. So that we can understand by the coupon from which promoter, from which place, and when this or that visitor came. Depending on this, we will pay our promoters and analyze the past promotion. The identifier can be done in different ways.

Let's consider two options.
1. Just print coupons in multiple colors (each promoter has a different color).
2. Make the identifier in the form of letters and numbers. Where the letters A, B, C are promoters, the first digit is the day of the week when it is distributed (Monday, Tuesday, Wednesday, etc. - numbers from 1 to 7, respectively) and then the sequence number. Thus, releasing such an edition where it is possible to put an identifier even with a self-typed seal (so as not to raise the cost of printing), we may well conduct complete statistics and analysis.

The promoter has to be paid
And the last element is the payment system.
The payment system is a sticking point. How do promoters usually get paid? That's right, "per hour", that is, 300 rubles per hour, 100 rubles per hour, etc. Accordingly, what do we create a systemic interest of promoters for? Defend this hour. If we just pay him for an hour, accordingly, he has a systemic interest in defending this hour and safely going home, there is no question of any results. We use a more complex motivation system, which is more difficult to implement, but it gives significantly better results. The first rule is that our promoter should earn almost 2 times more than other promoters.

This earnings consists of two parts: a flat rate per hour (either the same or less than the average promoter rate) and a pay per visitor. That is, depending on the number of visitors - up to 10 people, from 10 to 30 people and over 30 people - respectively 30 rubles, 60 rubles and 120 rubles.

We establish a progressive scale of motivation and thereby motivate a person to bring more visitors. Passing through the next price threshold, he
gets more money, because for each person after a certain threshold, he will receive a larger amount. Of course, the numbers that I have mentioned are taken from the ceiling.

You need to deduce specific numbers based on the first tests. In general, for the promoters to agree to work according to this system, there must already be a precedent of successful work. For example, you can take the son of an accountant or your younger brother and force him to work, moreover, to work efficiently, threatening to take away the computer.
Based on this test, you will understand what indicators can be discussed and will be able to calculate the motivation system accordingly. A competent motivation system allows the promoter to work really effectively. This means that he will not throw out flyers, knowing that it is not profitable for him, and will filter the audience, and not distribute flyers to children and representatives of non-target audience, will not listen to Noize MC, but will work actively.

There are those who will not work normally, we will expel such people. Since you will pay more than they pay in the market, you will have the moral right to tear up the promoter like a sidorov goat, look for the best and demand results from them.
At the end of the day, the collected flyers, and the essence of the flyer is that it must be exchanged for a prize or bonus, are returned to the store. Settlement with promoters is carried out once a week. Not daily, but once a week, again to provoke promoters to work harder.

These are the pies

This is a rather complex technology, which depends on the correct system of motivation for specific people, in fact, on everything that we talked about. Nevertheless, using this system, coupled with a good promotion and an interesting advertising message, you can increase your flow by five or ten times.

For example, we launched promotions in clothing sales. We have exceeded the usual flow of visitors by three and a half times, from 20 to 90. I would like to warn you right away that this promotion will not necessarily result in a flow of quality visitors. Relatively speaking, a visitor is not a buyer yet, but often someone who just wants to look. The result of the shares will very much depend on how you conduct your work at the seller level. If this technology of working with promoters is built into competent marketing, it will give an explosive result.

Nowadays, it has been proven that advertising works best when we can not only see or hear it. A company trying to convey to a potential buyer as much information as possible about its own products should enter into a conversation with him. Present a product or service, answer a question and clarify the required information. This is only possible when talking to clients individually. How to arrange it en masse? To achieve the desired result, special workers are involved - promoters. Working as a promoter in Krasnoyarsk has its advantages. It is about them that the conversation will go in our article. Or rather, about how to build a business using the services of promoters.

Promoters - usually, young women and boys who take part in all kinds of promotions, give customers products, organize tastings, shows, fittings, and so on. The involvement of promoters can be different. They are attracted mainly from the outside, since it is unprofitable to keep promoters in the team due to one-time promotions. There are many companies that want to say about themselves and their own products. And they all need promoters. And it is desirable that they are not students of universities, who will go to work for 1 day, and the next 2 will sleep in the hostel. Now we are going to work on creating a promotional agency.

In fact, you only need an information base of the promoters of your city who want to work, and you will consistently give them work. How would a mutually beneficial cooperation?
Promoter Girl

Let's get to work. First, it is necessary to create a database of promo agents and replenish it many times. To achieve the desired result, it is necessary to post announcements in all universities of the campus, since the absolute bulk of promoters are students. Submit a vacancy on social media. You need to submit advertisements to print media about the job In addition, you can take a walk and talk to working promoters, they will leave you their own coordinates. So you will have your own database of phone numbers of people for promotions.

The next step is to search for applications... Develop demos and paid options for your agency. Send them to all firms and organizations in your metropolis. Engage in intensive trade - call and advertise your offers, negotiate prices. React to the opening of new firms and the launch of fresh brands. Before starting work, be sure to sign an agreement with the customer. This will save you from deception and unnecessary waste of time and effort.

This is the thought of the business. You act as an arbiter and have your own percentage of the promoter's earnings. You have to use strict discipline. For failure to appear without a valid reason, or without a 12-hour warning, even when the reason was valid, the employee is excluded from the promoters database. This will provide you with iron discipline.

This type of earnings for university students. From among the students, you can easily recruit a base of promoters. If you have enough energy to organize everything, then this is for you.

* Calculations are based on average data for Russia

Almost any type of entrepreneurial activity needs its own promotion, advertising allows not only to increase the percentage of products sold or the demand for services, it often serves as the basis for the successful work of a businessman. In some areas, its application is limited by the simplest methods only at the start of a business (so that the client just learns about goods or services), in others, without advertising support, business is impossible in principle.

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Not every company allows itself to have its own advertising department, and even large prosperous enterprises are forced to turn to specialized advertising agencies, because they employ creative people with a rich imagination and an original mindset, keeping an advertising department means having an organization in an organization. Today the sphere of advertising, with which PR is closely intertwined, is a large area of \u200b\u200bhuman activity, and some of its products can already be called works of art to some extent.

Advertising is a part of marketing, which is a tool for researching consumers, market conditions, as well as conveying the necessary information to people, studying ways to enter the market, countering competitors and other similar activities. Advertising specializes in three components: conveying information, stimulating interest and maintaining the level of awareness gained while considering the prospects for its increase. She tries to directly identify the audience that will consume in order to further focus primarily on the target group (the second part of advertising aimed at a specific consumer - BTL). Its options are diverse, ordinary people consider advertising annoying and brainwashing, but it will not disappear anywhere as long as capitalism exists.

Many different companies, competition and general professionalism of the players bring to the point that an ordinary advertising video or leaflet no longer "clings" to a person, he needs to convey something that will stick in his memory for a long time and make him turn to the advertised object. An advertising agency is also engaged in business, and every year many such enterprises crash and close, because there is a war of intelligence, this is the production of ideas, and only real professionals can survive. The rest, sooner or later, will face non-existence.

Many young people want to be advertisers who consider themselves to be creative people, imagining free creative work with multimillion-dollar royalties, which are obtained from 99 francs thanks to a unique idea, but become such venerable specialists of the unit.

The complexity of organizing your advertising agency is not even in competition, investments or the absence of its consumers (all this is of course present to varying degrees), but the notorious creativity is always a determining factor. You can become a well-known and sought-after advertising agency literally from the very first days. How? It's really interesting to advertise yourself.

Today's advertising agency can be represented by organizations with, in fact, completely different activities. This includes the owners of retail space - the very ones who have their own banner posts, huge TV screens, and even the owners of shopping centers. These people, as a rule, do not directly deal with advertising, but give places for advertising, earning money on such a slightly unusual rental. They are joined by manufacturers and installers of all these poles, signboards, banners, printed advertisements (many printing houses can be attributed to this) and other organizations that bring an advertising product to life, but in no way participate in the process of creating its idea.

Separately from advertising, SEO specialists stood out, or companies for the creation and promotion of sites and groups in social networks. This needs to have a creative approach to creating a site, but the site itself should be not so much an advertisement as a business card of the customer company; promotion of the created page in general is often a technical process of a war with search engines for bringing a site to the top.

Ready ideas for your business

There are also intermediaries who penetrate the relationship between all companies without any creative baggage, but only the ability to resell.

And, finally, an advertising company in its pure form, which creates and distributes advertising to promote the customer's products. It is the latter company that has the full right to ascribe to itself the proud abbreviation RA, which has already become generally accepted, before its name.

The feasibility of creating your own advertising agency is initially determined by the availability of potential clients. In very small cities, such an organization will most likely not be needed, because even without it there is no struggle between companies, and their budget does not allow itself to allocate funds for full-fledged advertising - the population is too small for these investments to pay off.

Ready ideas for your business

If the opening is supposed to be in a large city, then this is a platform for a successful start. The answer to the question of whether it is worth trying is in direct proportion to the question of whether there is a good creative team. Many advertising agencies open without the presence of such people, because the opening of such a company seems to many aspiring entrepreneurs a simple matter that does not require large investments; therefore, today in any large city there are simply an exorbitant number of agencies. At the same time, there are only a few long-lived ones, and it is to them that serious companies turn. Such agencies are already beginning to act as organizers of large events and presentations, that is, they are already engaged not so much in advertising as in organizing activities.

The most important thing is the team, it is on it that the entire activity of the enterprise rests, if there are creative employees, then clients will appear, and there will be a lot of orders, and partners can be easily found. The permanent team should include two designers, an art employee, and two people to solve organizational issues, for example, finding a printing house to print products. An entrepreneur himself can become a director, because if he started doing this, then he himself has creative thinking.

As a rule, the whole team will discuss each order, brainstorming ideas and discussing little things that can be very important. The main creative core will be an art-employee, whose duties will include creating unique ideas, finding non-standard approaches to solving problems, developing a concept plan.

Do not be afraid of a little abnormal people, all geniuses were unusual in everyday life. Finding a person who can really cope with such tasks is not just difficult, but disastrously difficult, because they can be counted on one hand, and many of them are already employed.

The next are designers, who, in addition to talent, must also have an education, because knowledge of working with computer applications and the basics of design art makes a real professional out of a capable amateur.

Ready ideas for your business

People who are entrusted with organizational skills are simpler than others, and the requirements for them are communication skills, the ability to negotiate with people, look for information and use it correctly. They should also have some mathematical thinking in order to immediately identify the most profitable, but also promising, out of the many companies that offer the placement or sale of advertising.

The director himself (that is, the entrepreneur) must have the traits to perform all of the above duties, in order to be able to help or advise his employees. He will become the pillar on which the agency rests, but if the businessman himself does not possess these qualities, then he needs to seriously think about hiring a director from outside. But these are additional and very significant costs for a start-up enterprise, which are best eliminated.

In addition to the permanent team, you will have to cooperate with third-party workers who are hired only for some projects (promotions), their work is paid by the customer, the agency simply searches for them, casting. When you find a competent employee, you can cooperate with him for a long time, inviting him to various events, and not just once; in the process of work, a group of freelance workers will be formed, with whom productive and professional cooperation has been established. Their search is also carried out by the people responsible for the organization, but the casting is carried out in the presence of the director and even the customer's representative to identify the most suitable candidates.

Work with minors is practiced, many high school students are ready to work in the summer and in their free time, but the number of hours of their work cannot exceed the established by law, and they cannot be formalized for permanent work, and cooperation becomes somewhat unofficial. However, even among these people, it happens that there are competent and promising personnel.

The agency should be located in a small office, since possible props for some shares can be stored in a small room. In addition to the warehouse, you need to have two offices for the work of designers and the rest of the staff. If you have extra funds, you can allocate a separate office for the director, but this, as a rule, is an unnecessary expense for renting a larger room.

The area of \u200b\u200bthe rented office starts from 40 m 2, since there should be space for casting, which is attended by many people. The rental price starts from 30 thousand rubles per month, because it is best to be located in the central districts of the city - it is convenient for absolutely all clients. Ideally, a business district with many buildings, organizations and generally a business environment. It becomes much easier to find your client in such areas, since the agency will always be in sight of a potential consumer.

It is best to try to cover all possible types of advertising, but for businessmen who do business in only one city, ordering advertising on television or radio will not be as relevant as running promotions and banner ads. The client can install banners and banners by directly contacting the owner of the advertising space, but only if he has ready-made sketches; otherwise it will come to advertisers.

All activities of an advertising agency can be divided into creative and media parts, in the first case, a unique product is created - style, design, trademark, images, in the second, the created products are placed in advertising promotion channels. Most advertising agencies are engaged in advertising BTL (bellow-the-line - a part of direct marketing aimed at a specific consumer in a specific place at a specific time), because it brings the greatest income due to demand from customers; ATL advertising (above-the-line - traditional types of advertising that cover the entire population or a significant part of it without highlighting the target audience) is more expensive and can be of interest to small and medium-sized businesses only in the form of outdoor advertising. Therefore, all your creativity should be directed to the following activities:

Trade shows, fairs and conferences

Viral marketing

Corporate events

Development of programs for increasing loyalty and customer retention

The latter type of activity is the most effective and frequently used tool; promotions allow you to involve a potential consumer in the consumption process, or at least direct his interest to the product at a specific moment. Often those entrepreneurs who are just entering the market, present new products, carry out seasonal discounts, and also, if necessary, attract the attention of buyers who are aimed at purchasing services and goods of direct competitors, turn to advertising agencies. A promotion can take place in completely different ways, with certain conditions (set by the customer), in retail outlets or on the street, with the involvement of the required amount of resources, including human resources.

A very large percentage of the advertising agency's income will be precisely the conduct of such promotions, the development of the entire concept and scenario of work falls on the creative team, which, at the same time, must also take into account the special wishes of the client. As mentioned above, it is for such events that additional people will have to be attracted in the form of junior advertising personnel (promoters, supervisors, tasting guides, consultants, gift givers, etc.).

The cost of opening an advertising agency will consist of registration, rental and office furnishings, and your own advertising. It is also optimal to create your own website, where the client can get acquainted with the portfolio and the cost of services.

Registration will require no more than 20 thousand rubles, you can register any form of entrepreneurial activity, but the LLC inspires more confidence in the client. Employees will receive wages in the form of a small salary (about 10 thousand for each employee) and a percentage of the amount of revenue, therefore, only the rent and utility bills (about 35 thousand rubles) will become monthly expenses in addition. For a full-fledged work, you will have to not only purchase equipment for the office (50 thousand rubles), but also productive computers for designers, as well as specialized software, which will require at least 100 thousand rubles more.

Thus, the start-up capital will amount to 250 thousand rubles, taking into account the salary of the staff for the first month of work. The payback period rarely exceeds a year, but only in the case of an active search for clients and the presence of an unblemished reputation. In the event that you have to work with the involvement of additional people or freelancers, their salary will consist of a percentage of the amounts allocated by customers, so you will not have to take into account the item of expenses for their salaries.

A start-up company should not count on large orders of many thousands, so not a single client should be missed, no matter how insignificant his campaign may be; thanks to this, it may not be possible to make money, but it will be possible to gain popularity among entrepreneurs, i.e. earn a name. The best cooperation for any advertising agency is the management of the entire advertising campaign of a customer who is just entering the market. This will provide a lot of work from logo design to advertising in local media. Such a project will provide funds for many months in advance, but getting such a client is a great success, so you won't have to rely on it too much.

Recently, the placement of commercials on the Internet has become increasingly popular, in particular on such well-known resources as YouTube or Mail.ru. At the same time, monthly advertising placement is not so expensive for the client - about 20 thousand rubles, taking into account the agency's commission, about 15% of this amount.

For a long time, banner advertising will also be in demand, only the technical development of which will cost the client 20 thousand (of which the agency will take only a small percentage), while it will still have to pay for the rent of advertising space and design development services (the amount of which is completely for itself will be taken by the advertising agency).

Carrying out promotions can also say well on the profit, because the simplest event will cost 40 thousand rubles, half of which will be taken by freelance employees. If you manage to carry out at least three shares a month, then the income from them alone will amount to 60 thousand.

The most expensive services - design - will not be in demand too often, but they will also become a significant source of income. Profits can vary greatly depending on the number of orders (from month to month their number is very variable), so you need to have some reserve funds. But the main advantage of such an undertaking is that, having a creative team, it is quite possible to count on huge development prospects, expanding more and more and finding more and more expensive orders and already working not only “under”, but also “above the line”. It is very important to earn a name here, after which it will work for the agency itself, although you will always have to maintain a high level of professionalism.

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