How much do BTL services cost?

The Russian Marketing Services Association (RAMU) found out the exact answer to this question by monitoring the cost of marketing agency services. The leading companies of this segment took part in an anonymous survey. The main object of the study was the cost of an hour of work of a specialist participating in the project.

According to Inna Arkhipova, Vice President of RAMU for Standards and Head of TVIN IMC Group of Companies, monitoring was organized as part of the standardization of the pricing process. A single approach to the formation of the cost of services gives clients guidance in choosing the optimal quality of service for the project. To help customers and contractors, we also developed guidelines for creating estimates based on an analysis of project management practices.

The pricing structure in this area of ​​marketing and communications, as a rule, consists of a part for paying for services (work of employees of the main agency) and agency (contractors). According to experts, at the moment, not all companies operating in the market of marketing communications transparently demonstrate to customers the cost of ongoing campaigns. According to Olga Barskaya, Vice President of Progression Group of Companies: “We are always focused on long-term relationships with customers, therefore we openly show what they pay for. We have nothing to hide, because we are confident in the quality of our own services and responsibly select contractors. Partnerships primarily imply trust, therefore we allocate the cost of employee time and the net cost of paying partners in the estimate. ”

According to the President of RAMU Mikhail Simonov, the publication of domestic prices is a serious step towards market transparency. Monitoring is planned to be carried out annually. In addition, in the near future, experts set themselves the task of including in it the determination of the cost of field personnel in Moscow and the regions. “According to research companies that monitor the quality of projects commissioned by customers of marketing services, approximately 30% of hours of field personnel are not worked out,” comments Mikhail Simonov, “Agencies justify falsifications by inadequate pricing. Our association is aimed at improving the professional level of the market, and one of the strategic tasks in this direction is the formation of tools for assessing and measuring quality. "

Monitoring the cost of services, first of all, makes it possible to navigate the estimate of the estimate. The report contains a detailed directory of the work of specialists in the field of marketing projects. Using monitoring data, customers will be able to assess the real value of the planned campaign, the necessary list of work, resources. “The introduction of transparent pricing will allow customers to better understand our business, and agencies to effectively manage resources. Thanks to this initiative of RAMU, BTL industry is entering a new level of efficiency, as open, partnerships are beneficial to everyone, ”said Natalia Osipova, Executive Vice President, Marketing Services, ADV Group.

The study will also help to make the right choice in case of organizing a tender. “We are very pleased that such a study has finally been carried out. This is a very important and noticeable step towards increasing market transparency. The market is more understandable for advertisers, the more willingly they will use its tools - and we, as one of the industry leaders, are very happy with this. We are moving in the right direction, and, I hope, very soon, agencies that do not expose the cost of the work of their personnel to clients and hide their profits in the cost of the work of their contractors will be in the past. And this is great! ”- says Dmitry Bodrenko, vice president of RAMU and managing partner of the Action group of companies.