Elena Demyanova, Head of Technology Practice at FleishmanHillard Vanguard, spoke at the Marketing Case Forum with a report titled Creating Demand as a Way to Promote a Product. Advertising and PR-campaign of Fellowes in Russia.
The Marketing Case Forum is one-of-a-kind highly topical forum of marketing professionals, who share over 60 cases grouped together in workshops. The event gathers leading executives in marketing and provides an excellent platform for networking and sharing of experience.
Elena spoke at the FMCG and Retail Marketing session, telling the audience the success story of a new category of office equipment for a wide range of Russian consumers. The story focused on the promotion of Fellowes’ products. A feature of the campaign was the creation and expansion of consumer demand for the products, which before enjoyed only a limited demand in Russia because of cultural stereotypes of Russian office workers. The results of the integrated marketing campaign that included advertising and PR-activities, special research and blogging, were higher product sales and a big improvement in Fellows’ brand awareness.
Elena Demyanova, FHV’s Associate Director and Head of Technology Practice is responsible for the agency’s technology team, which provides corporate, consumer and digital communications, as well as public affairs and government relations services to clients in IT, telecom and consumer electronics sectors. She is part of FleishmanHillard’s global Technology Practice. Elena is a frequent speaker at professional events and lectures at leading higher educational establishments in Russia.