What is useful is appropriate. It was like that before the war. We can use situational marketing, which is really effective. But there should be a limit.
How to come up with malta cell phone number list an original and creative communication that will “touch” a potential client?
Communication that resonates will touch. To do this, you need to test. In general, the essence of marketing is to try. Each time it is a risk, because the audience is wide. But when the client sees the communication and understands that it is about him, then you have "hit the mark".
How does the audience react to advertising in general? What should it be like now in Ukraine?
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We were among the first to launch a social advertising campaign in April 2022. At Esculab, you could check your blood type and Rh factor for free. We also launched free courses on providing first aid in departments. We did what was needed. Accordingly, I was not afraid to launch such communication in advertising.
What role does SMM play? How are you developing this direction?
SMM is very important. Now we are introducing a new identity for social networks. Creatives created by artificial intelligence. Our goal is to find something that we can stand out with, because many competitors copy content. In addition, we like to experiment, to do something new.
In general, pharmaceutical advertising is quite primitive. There is a lot of advertising for medical products and it is often straightforward. We want to approach it from a completely different angle, add humor, make it more modern and trendy. We want to get into the same hearts of our clients. I think this will be a cool project.
Interview with Eskulab webpromo
Do you collaborate with influencers? If so, how effective was this collaboration for Esculab? Why did you choose this approach?
We cooperate and approach this systematically. The number of bloggers on Instagram or TikTok is specified in the KPI of the SMM department. The specialist clearly knows how many bloggers there should be each month in each network. We cooperate with a large number of bloggers who have different audiences. Sometimes the model of cooperation with small influencers is even more effective than cooperation with millionaires. The main thing is cooperation with original opinion leaders.
Influencer marketing is a powerful tool. Bloggers can be criticized, but it works. The market is developing effectively and will grow even more actively in the coming years. But you need to advertise through influencers as natively as possible, direct sales "head-on" do not work. To do this, you need to properly organize the blogger's work, explain and make efforts. Sometimes it is not easy, but it is important.
Charity projects and social initiatives during the war
What charity projects or social initiatives have you launched recently or are you planning?
The main task of business and Ukrainians in general is to stop aggression and drive out all the Muscovites
In the first days of the full-scale war, Eskulab founded a charity fund, within the framework of which a small production was launched. We prepare dry soups and breakfasts. The menu includes "Faina zupka", "Fainiy borshchik", and also "Faini snidanki".
Interview with Eskulab webpromo
They are convenient and quick to prepare. Over the past 1.5 years, about two million portions have already been delivered to the front. This is a very important mission, because the military does not always have the opportunity to prepare a full lunch or dinner, and such food is quite filling and gives them strength and energy. As a rule, there are more requests for dry food in winter, so we are actively preparing now.
Also launchedCheck-UP program for donation. You can purchase a package of 4 tests for 1000 UAH on the website or in the laboratory. All proceeds go to the fund.
Interview with Eskulab webpromo
Interview with Eskulab webpromo
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How to talk to a sensitive audience about the topic of charity? How to attract people to social problems, because it is becoming increasingly difficult to attract their attention?
Let's try and learn, because this is truly a different communication.
We communicate more with businesses. If there is a conditional need for dry milk, we contact the supplier and negotiate. Thus, Zernovita, Metro and Silpo help to cover the need for cereals, Lviv farmers help with vegetables, and Belotserkovskoye supplies dry milk. We support each other.
I am very proud of the Ukrainian people and businesses, which in such difficult times not only survive and work, but also help.