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How to open your own advertising agency: nuances and business analysis. Advertising agency business plan with calculations - how to open an advertising agency

Various firms almost daily resort to the help of advertising companies. 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 choose the direction of the company and choose the right staff.

Main areas of work

  • Branding - involves the development, corporate identity elements, 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 - signs, stands, leaflets, placement of information on the Internet.
  • Implementation of organizational work – search for performers, placement or distribution of ready-made advertising materials.
  • Content of advertising platforms – Internet sites, billboards, advertising screens.

Agency Registration

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

So, before opening a company, you must:

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

In addition, it is necessary, together with a lawyer, to draw up a standard contract that will provide for the rights and obligations of the parties, payment (preferably in stages), cases in which the contract can be terminated, and 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. Major issues are resolved over the phone.

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

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

  • computer for designer;
  • Printer;
  • scanner;
  • copy machine;
  • telephone;
  • the Internet;

Advertising business- an interesting and profitable business area. In the article, we will understand what is needed to open an advertising agency from scratch, and also consider the advantages of buying a ready-made business and a franchise.

Opening an advertising agency from scratch

First stage - preparatory.

First, decide on the type of agency. You will:

  • Work on one profile (for example, the production and placement of outdoor advertising)
  • Offer full complex services (from advertising production to assistance with promotion)
  • Act as an intermediary between the client, manufacturers and distributors

After that, study the competitors: their advantages and disadvantages, the range and cost of services, and advertising policy.

Then calculate how much money you need to open an advertising agency. For example, the price of opening an advertising agency middle class Petersburg will consist of:

  • Rent (50’000 ₽ per month)
  • Payroll fund (200’000 ₽ per month)
  • Equipment and furniture (from 100’000 ₽)
  • Renovation of the premises (100’000 ₽)
  • Website creation (50’000 ₽)
  • decorations legal entity(from 1’000 ₽)
  • Supplies(from 10’000 ₽)

Total: 511’000 ₽.

Second phase - formal. Now it's up to finding a room and completing the necessary paperwork.

It is better that the office of the advertising agency is located in the city center - it will be easier for customers to find you. It is important to produce at a glance good impression. Therefore, take care of modern renovation and the convenience of visitors - proximity to public transport stops, parking, waiting area.

  • Registration as an individual entrepreneur or LLC
  • Payment confirmation state duty(800 rubles for individual entrepreneurs, 6’500 rubles for LLC)

Also, if you intend to operate as an LLC, you will have to pay 1/2 authorized capital(not less than 10,000 rubles).

  • Computers
  • Plotter
  • Tablet for designer
  • Presentation projector

Fourth stage - organizational. Employees are the face of the company. Their selection should be approached with all responsibility. You will need:

  • Accountant
  • Lawyer
  • Marketer
  • Designer
  • Salesman
  • creative copywriter

Also, if you are not ready to do this on your own, you need to hire a director who will conclude contracts with clients and contractors.

After going through the main steps start building a website your company. Now every self-respecting organization has an official representation on the Internet - so it will be easier for potential customers to find you.

Advertising agency: ready-made business and franchise

Purchase operating advertising agency saves you time and money to set up your business. You don't have to go through the steps above. Immediately after the conclusion of the transaction, you will become the owner of a ready-made company - with premises, equipment, staff, customer base, and ideally - with contracts and an excellent reputation.

But it is important to understand that owners rarely part with a business that is consistently profitable and does not require investment. When buying a working advertising agency, you need to be prepared for hard work and losses in the first months of operation.


Opening franchise advertising agency- the most convenient option for a beginner in business. The franchisor will provide you with comprehensive support: from equipment, teaching materials on company management and development strategy to advertising support. And clients are more likely to go to an agency that works under a well-known brand.

At proper organization advertising agency can be profitable business. But it is difficult to succeed in this area because of the high competition. It is necessary not only to provide high-quality services, but also to carefully work on your reputation, offer exclusive products and develop a favorable tariff policy.

It often happens that a person stands in front of a certain stone, as in a good Russian fairy tale about the hero Ilyusha Muromets. But in the modern version, he does not offer us to go in different directions and lose something. Today the question is different: where to go to buy?

Many people stood in front of this stone and made their choice. Either go to work for your uncle and try on the strap of a barge hauler, or build your own barge in the future, that others will drag it.

And we all take a step in the direction we need, with dreams of a brighter future. Let's say you decide to build your own barge. You can already see how its snow-white sides shine, luring not only passengers, that is, customers, but also those barge haulers who will heap this burden on their shoulders and will drag it with a grateful smile.

Represented? Now forget. After your dreams are shattered and you look around you, you will understand one truth: there is no barge, and there is no one to build it.

There is only you and your dreams, which, by the way, can become a reality. Provided that you are not afraid and start working tirelessly on your brainchild.

To begin with, you should choose where this barge will sail? If you have good communication skills, get people to trust you easily, and are full of creative ideas, then you should head into the ocean of advertising. That's where it all comes in handy.

It is there that you will feel like a fish in water and a captain on a ship. But where to start? After all, now wherever you spit, you will end up in an advertising agency. But you should not worry about this because they are the same market players as you are. They have the same problems and similar concerns.

Well, except that they have more experience, and they have already become familiar in the market. But this is a gainful business, the main thing is to start, and then everything will go as planned. After all small fish there will be enough for everyone, and you will learn to catch a whale with time.

For many, it will be a discovery that 98% of the companies on the market are buyers. That is, they, like you, have nothing of their own. They take their place between the customer and the owner company. Simply put, they are banal intermediaries. But why doesn't the client go direct, you ask?

The whole secret is that a discount of 20-25% of the cost of the service has been prepared for buyers. It is for this difference that your barge will exist.

Where do you need to start

To date, the most fast way to get your advertising agency on its feet is to start selling big boards. Advertisers call them planes.

The standard size of such a plane is 3 * 6 meters. These are the ones you see when you go to work or just walk down the street. It is with these structures that all the cities of our beautiful country are plugged.

So that you do not doubt my words, I can give an example. Even in an urban-type settlement in the Kherson region, with a population of 12,000 people, there are 4 planes.

Who needs them there? Yes, to everyone who wants to place their advertisement, from a small shop with clothes to a banal cheburek. After all, the cost of this plane is 120 USD. per month and for a medium-sized business this is not a large amount.

But do not think that all planes cost such a penny. AT regional centers their cost can reach 300 ye. and in the capital all 600.

It all depends on the city and the place where this plane stands. The price for this plane is set by the owner himself and can freely regulate it.

But there is an unspoken rule, prices for planes change once every six months, if such a need arises, and they change evenly at once by all operators. But you will understand this over time, when you yourself are faced with this situation.

You can dig through the entire Internet looking for operators of this market, but it will be much more reliable to drive around the city and look at these boards. Each of them will contain contact information with the name of the owner's company.

Your task is to collect this information and get in touch with the owners of the planes. And you should know the difference between cheburashka and prism. Doesn't that tell you anything? Then take your time and look at the terminology and variety of planes.

Schedule meetings with each of them at their office. You must make a positive impression and try to wrest from them best conditions. After all, this will depend on how much, good price you offer to your customers.

You can write on the go about your far-reaching plans and the fact that you already have a couple of fat clients who are interested in placing exactly on their planes. The main thing is to involve "in yourself", and then you can already get out of any situation.

You have already collected a base of operators and are ready to go into battle. But that was not the case, because most clients ask for the development of a board layout.

For you, this will not be a problem if you have the skill of a designer and have experience in this matter. But I don't believe in it, and that's why you need a designer who will develop printable board layouts.

This does not mean that you should hire him, it is enough to agree with a freelancer on a piecework wages. The cost that operators declare for a layout is on average from 100 USD. A freelancer takes $60 for his work. Here you have 40 USD. earning on the layout.

But if you find a freelancer from remote regions of our country, then the cost of work will reach 30 USD. The farther it goes, the cheaper it gets. After all, people in those parts of the world are not spoiled for work, and this is to our advantage.

And so you have operators, and you have a designer. Everything seems to be ready to make money. But even here, not everything is so smooth. Who are you that they would immediately rush to you like that?

Now your main task is to attract as many customers as possible and this is the most difficult thing in this business.

Customer acquisition

But I will tell you several ways to promote without investing.

word of mouth

Your task is to notify all your friends and acquaintances - acquaintances, and those turn their friends. Simply put, everyone should talk about you, but this does not mean that they should run around the city like crazy with fire in their eyes and “bawl”.

No, very often an innocent conversation between two friends can end up with a recommendation from your agency. But do not expect the result to come instantly, it is a long and tedious process.

To begin with, you look for the contact details of all furniture stores and salons in your city. It's boring and long occupation but it needs to be done. You write down their name, addresses, phone numbers and email. After that, you should think in detail about what and how to offer them.

It is best to make a colorful presentation in Word and then convert it to PDF. It weighs less and looks better. Your presentation should not be very large and not dry, dilute it with bright images and a juicy background.

You can place a couple of photos of successful planes with colorful advertising. I don't care that it's not yours, who will understand it? And remember that in 500 emails you can only get one backlash. So don't be too disappointed.

Notice boards

Your task is to select 70-80 free ad boards. Develop 4-5 variations of your advertising text and post at least once a week. The text should be changed every week. Your ads should always be in the top, and flash before your eyes.

Again, this should be done weekly. For 3-4 months, after the expiration this period can be posted every 2 weeks. If you work on this scrupulously and constantly, then you will receive the first cream in 3 months. That's when the calls will start pouring in. But as soon as you stop, your incoming calls will decline until they die altogether.

By following these three points, you will not go hungry. And you will always come a couple of three new customers.

Do not forget that advertisers are not fed up with boards alone, connect advertising and souvenir products to your business, create and optimize Internet sites. All this will bring you your income, the main thing is to put it all on your feet.

And after the expiration of time, your company will already be recognized and accepted as a serious player in the advertising market. After all, the whole point is not in luck, but in desire and calculation. How pleasant it will be to work with you, and not with your competitors.

First about the main thing:

  • What success have I achieved by starting an advertising business from scratch?
  • Under what conditions did I start the advertising business and why exactly the advertising business.

You can read about what success I have achieved by starting from scratch, creating an advertising agency.

But about why I started my business with the creation of an advertising agency, without having a penny for my soul, and turned my undertaking into a business empire in a few years, I will tell you in more detail in this article.

It all started with a "broken trough". I stayed by chance (global downsizing and bankruptcy large enterprise, where I worked at that moment) without work and with virtually no means of subsistence for my entire family, which at that time consisted of three people.

I did not have time to make any financial reserves, as I acquired literally six months before these events new apartment, in which he invested not only all his money, but also a significant amount that he borrowed from relatives.

How to open an advertising agency from scratch?

So, at the time of creating my first business, I had the following:

  • Complete lack of work and complete lack of opportunity to get a job in the specialty;
  • The complete absence of free financial resources to start any own business, literally - not a penny for the soul;
  • Large debts to relatives, which I undertook to pay within the next two years. And this I will report to you - it was not a ram who coughed;
  • A complete lack of any business experience and a complete lack of understanding of what it is - the advertising business, what are the main types of outdoor advertising, the cost of outdoor advertising, etc. etc.

What was left for me to do in this position and with such “attractive” assets?

There was only one thing left: to do something and somehow mouse

I began to think and analyze my abilities and talents. Quite quickly it was revealed that I do not have any special talents from the word - in general. The most ordinary person.

The only thing I could remember, and what warmed my soul at least a little, was that at school I was the editor of a wall newspaper. For some reason, someone decided that I can and can draw.

Looking ahead, I must confess that this opinion was and remains complete nonsense and nonsense. I couldn't draw, and still can't. But it was these memories that played a key role in my choice and in my future destiny.

For some reason, I thought that since I once knew how to make a wall newspaper, I could draw some kind of poster.

Where can the poster I drew be used?

At the same time, I did not understand the materials for the production of outdoor advertising at all, and what this moment equipment for the production of outdoor advertising exists and is used on the market.

By the way, my opinion that the ability to draw would give me a lot of advantages was complete stupidity, and in order to create and run an advertising business, it is not at all necessary to be able to draw.

But then I did not know this and, having decided that it was necessary to start with the advertising business, I began to study this issue.

I began to draw up a step-by-step algorithm of my possible actions in the form of sketches and graphs.

Production of outdoor advertising is the key to business development without money!

As I argued:

  • I find a business in my city that needs to create a new advertising sign. (As it turned out in big city there are always many such enterprises and at all times);
  • Then I have to come to the head of this enterprise and convince him to conclude an agreement with me to create a new advertising sign (insolent and projector). This is not an easy task, but for some reason I decided that this was being solved and did not focus much of my attention on this point;
  • This is the most important thing: since I had absolutely no money of my own, which I could invest at the first stage to acquire necessary materials and attracting specialists, I decided (absolutely right, by the way, I decided) that in order to start, I need to receive an advance payment from the enterprise and use this advance payment to create the sign itself;
  • After I purchase materials for an advance payment, I will hire specialists, I will do everything necessary work I will hand over the work and receive the remaining remuneration, which will serve as an investment contribution to my next work. And so on and on ad infinitum.

Of course, at that time I did not know at all such concepts as: outdoor advertising market, investment contribution, acceptance certificate, coordination of outdoor advertising placement, what is individual entrepreneur etc. but as practice and subsequent events showed, my calculation turned out to be absolutely correct.

And so, having nothing from the word - in general, except for the desire to get out of the situation where I and my family got into by any means, I began to “spud” with my proposal the nearby enterprises in my area of ​​​​residence.

I no longer remember how many enterprises I visited then, but I still found an enterprise that agreed to conclude a contract with me for the production of advertising signs for the store.

At this stage, I quite unexpectedly found out for myself that in order to conclude an agreement with an enterprise, I, as one of the parties to the agreement, must have an official status.

At least - an individual entrepreneur (I don’t remember what this status was called then), but I quite confidently said at the first meeting: “It’s natural”!

The contract for the production of outdoor advertising is a prerequisite for doing business

The second “blow” for me was the news that a sign for any enterprise (shop, bank, trading shop) cannot just be hung up without the permission of local authorities.

What was left to do? Climb and flounder smartly. Sorry, but hunger, as they say, is not an aunt!

Fortunately, at that time the registration of a private entrepreneur in Russia was inexpensive, and the whole process did not take me more than two or three days. How many exactly, to be honest, I don’t remember. I remember it was fast.

Then I went to get permission to place outdoor advertising in the local, district administration. I found out that such a permit is issued by the district architect, I went to see him and quite honestly admitted that I did not know how to issue such a permit.

I was lucky, the architect turned out to be a man with humor and understanding, he quickly told me what to do and what documents to provide to him.

In general, five or six days after the first meeting with the director of the customer enterprise, everyone Required documents were ready, and I signed a contract for the production of works.

And then the events began, which I call simply - the song!

Making illuminated outdoor advertising increases your chances of success!

The sign is big and bright. Yes, yes - light and seven meters long. Made of metal, plastic and three-dimensional letters. What did you think? The company does not knit brooms.
Well, how to do it and most importantly - WHERE?

Where to create and mount this "monster"? No, of course, it was possible to rent a “nook” in the workshop of some production campaign, but, firstly, I didn’t have such experience and knowledge yet, and secondly, I simply wouldn’t have enough money from the advance that I received for carrying out work.

I did not fit into the budget in this case. No way.

I found the following solution: with my friend sister there was an empty dacha not far from the city, and I agreed with her that I would “work” at the dacha for a small favor, to help her with firewood. I pledged to buy firewood with the money that would be paid to me when I finished the sign.

Perhaps you ask me why I describe such banal things and in such detail?
For one single purpose. So that many who read these lines and dream of creating their own business understand: “It’s not Gods who burn pots” and it’s really possible to start a business from scratch.

Two and a half months later (strictly within the terms of the contract), I made a sign and hung it on the facade of the building of the enterprise with which I signed the contract.

I received the rest of the remuneration and invested this money in the next work. Before I describe how I found my next job and how I started to develop my advertising business, I will now give a small calculation with which I started my own business.

Note: The calculations are completely approximate, I just don’t remember the real breakdown of prices and costs, but you can safely focus on them (multiplying by today’s coefficient) if someone decides to repeat my “exploits”:

  • The contract was concluded for a total amount = 10.000 rubles. (in the prices of the year to which the described events relate);
  • Due to the limited budget, for the development of the original layout of the future sign (for obtaining permission from the administration and signing an agreement with the customer), I attracted a 1st year student of a local institute and paid him about 200 rubles;
  • All the materials from which the sign was subsequently made were purchased by me for an amount of approximately 25% of the contract amount or = 2,500 rubles;
  • Another 1000 rubles. I paid specialists from the local pioneer art house to make 8 pieces of three-dimensional letters for a sign made of epoxy resin;
  • At 500 rubles. the metal frame of the sign, which I ordered from the locksmith workshops of the local technical school, cost me;
  • At 200 rubles. I paid for the transportation costs (delivery of the finished sign from suburban area to the store, on the facade of which it should be mounted);
  • My last "big spending" was 100 rubles. which I will pay to local scourges for helping me with all their free crowd to carry, load and mount the finished sign in place.

In total, I spent from the money received as an advance = 50% of the contract amount:

200 + 2.500 + 1.000 +500 + 200 +100 = 4.500 rub.

Advance payment (50%) from 5000 rubles. - 4.500 rubles. (costs) = 500 rubles.

500 rub. - this is the balance from the money I received as an advance, and on which my family and I “lived” while I was doing work under the contract.

As a result, in two and a half months I earned more than 5,500 rubles, which was much more than I would have earned by continuing to work as a hired specialist in an enterprise that, fortunately for me, went bankrupt.

This money was more than enough for the continuation of work and for the tolerable life of my family until I finally “got up”.

High-quality outdoor advertising materials and design is an important understanding that I came to after doing the first job!

I was simply lucky and the 1st year student whom I attracted to create the original layout of the first sign turned out to be a talented fellow, created a very attractive design, and thanks to this very fact, I immediately received a second order.

Things were as follows: when the first sign was completed, mounted and the money was received, I immediately began to look for a second customer. Just a couple of days later, I found the owner of a large store, who, upon seeing a photograph of my first job (now I already had a “portfolio of completed work”, ha ha ha) immediately agreed to sign a contract with me.

Such a quick decision and the unexpected reaction of the new customer led me to a sound idea: the design and quality of the work performed are very important in outdoor advertising.

And for his store, I decided (at the expense of time) to create something truly masterpiece. Such an advertising sign, which was not in the city. I again turned to the student and told him that we needed a design for a sign for the store in the form of a world masterpiece of outdoor advertising.

- Easily! - the freshman answered me and gave me “on the mountain” such a sign design that has become for many years calling card my advertising agency.

To bring such a design to life, we already needed higher-level specialists like me, and production room with driveways. I again hired specialists in the house of pioneers (the leaders of sudo and air modeling circles are very handy people and are able to make a real candy out of nothing).

They did it!

After the second sign was mounted, orders fell on me like from a cornucopia.

Equipment for the advertising business is the key to complete success!

Despite the fact that I had already completed the second order and received decent money, my production was at primitive level, and I still did not have the opportunity to purchase my own freight transport and, most importantly, I could not purchase special equipment for the production of outdoor advertising.

And without transport and special equipment, my work progressed slowly, I lost time and many customers, since my capabilities were limited. The first thing that needed to be urgently done was to purchase a Gazelle-type truck and a plotter for cutting vinyl film.

How and why I bought a Gazelle truck and a Roland plotter

After I began to expand: I rented a production facility in an outbuilding local school and hired two full-time specialists for the campaign, I was sorely lacking a plotter to cut vinyl film.

But I couldn't buy it because I simply didn't have enough money for everything, and I was still afraid to use a bank loan. Suddenly, the decision came by itself.

For the company that ordered a second sign from me for the store, it was necessary to carry out work on the manufacture of a billboard located at a major road junction.

The shield was huge, with an area of ​​approximately 100-150 sq.m.

In this case, all images had to be applied using a vinyl film ( required condition customer).

Moreover, he accepted Active participation in creating a sketch of the future billboard and the information was overloaded with text inserts.

No matter how I protested, the principle worked here: "Whoever pays, calls the music."

Paradoxically, it was the billboard in production, which required a plotter for 90%, that helped me purchase this plotter, and the plotter helped me purchase a Gazelle. At the same time, I had no money either for a plotter or for a truck, and I bought them with the profit received from the work done.

Organization of the advertising agency

Cutting plotter Roland or how I got out without it

All work on cutting vinyl film in the production of billboards was done by hand. We cut out all images and texts using the usual stationery knife and ordinary sewing scissors.

They did this: after typing all the texts and images in full size on a computer, they printed the reverse image without filling, only in the form of contours, if the letters and images were large, they glued sheets of A-4 format together and the reverse image of the letters was glued onto a paper backing vinyl film.

Then cut straight lines with a knife under a metal ruler, and curves with scissors. As a result, we received individual letters. By cutting the substrate in the extreme corner, they glued a letter or image onto the background.

So we did all the work (all the employees of my agency and even my household worked). Having completed the work, they received a reward and for this reward they purchased an excellent Roland brand plotter, which not only helped me buy a truck, but also served faithfully for my business for several years.

How did I buy a Gazelle truck without having enough money to buy it?

As soon as I purchased a plotter for cutting vinyl film, the range of services offered by my agency expanded, and literally in a couple of months, a competition was announced in the city for the preparation of the celebration of the City Day.

As part of this celebration, the local administration decided to decorate the city with images of the city's coat of arms. Moreover, commercial structures were obliged to engage in such embellishment. Basically it was shops.

Where can I get the same images of the coat of arms for outdoor use?

That's right: those who can make and sell them. And who is able to produce? An advertising agency that has a plotter to carry out such work. (Now everyone has the opportunity to purchase a plotter without any problems, but then it was a rarity).

In general, for a whole month, literally in two shifts, we were engaged in the manufacture and sale of the image of the emblem of the city. With the profit received from the sale of coats of arms, I bought my first Gazelle truck.

A truck for an advertising agency involved in outdoor advertising is very important. The fact is that 80% of the services of such an agency are the production of signs that need to be transported and installed, as a rule, at the level of the second floor.

Here we showed ingenuity (the need for inventions is rich): when installation of outdoor advertising was required, we loaded an ordinary wooden "goat" into the back of a Gazelle and mounted signs from it just at the level of the second floor.

From Startup to Success: Opening an advertising business!

Do I need a business plan for an advertising agency at the start?

My example shows that it is not particularly needed. Moreover, when I started, I did not even know what it really was. No, of course, I heard about the need to create my own business plan at the start, but when I started, I was, to be honest, not up to it. I really wanted to eat.

Now, after many years, I believe that a business plan is simply necessary to start a business. Business conditions have changed, including competitive and good business plan not prevent.

But here, in my personal opinion, what can happen? bad joke". If you have no money at all, but want to start your own business, how can such a plan help you?

Well, do you think that you need to have two or three million rubles to start, and what will change? Will you have this money? Hardly. Even in the bank you will not receive money to start a new business. Why waste money and time?

But if you have money and want to know how not to lose it by creating an advertising agency, for example, for the production of outdoor advertising, then a business plan is a must.

Conclusion

Once again, I want to explain why this article was written. To illustrate that if you approach creating your own business with ingenuity, then it is quite possible to start a business without serious investments. As mine shows personal experience in the advertising business it is quite possible.

2 options, what are advertising agencies

You have two main options for which advertising agency to open:

    There are firms that are engaged only in the implementation of intermediary work. For example, they place advertisements on billboards, buses, put up ads, etc. it media PR agencies which are highly competitive.

    The average number of employees is 3-4 people, this is a sufficient number of people to start with. Basically, newcomers take their first steps here, but if you do not resist other large organizations in the race of competitors, then everything will fall apart.

    Another option that is more sustainable in this area of ​​business is to open an agency that will create advertising(ideas for commercials, branding, slogans).

    If the company employs creative minds, then it will quickly become popular and can easily be a leader in this business.

What is advertising: 7 varieties

No. 1. Print mass-media

One of the oldest ways to place commercial ads is in newspapers and magazines.

If you are going to work with this type of advertising, you need to find out the numbers of all advertising departments in print media. Next is to find out the prices for advertising in each newspaper, specifications for the layout (there may be different restrictions on color reproduction or size).

Of course, this information can be studied after receiving specific orders. But it will be better if, already at a meeting with a client, you can give him professional advice and name specific numbers. Thus, you will attract his attention with competence in the matter.

If you have opened a creative agency, then the advertising should be developed by the employees themselves. Therefore, it is important to hire only experienced people for the position of designers.

Even if you have an intermediary agency, still find someone who can create layouts for newspapers. After all, for the creation advertisement they pay up to 3,000 rubles, and at first all the money is very important for the company.

If you do not have such an employee, then a layout designer or photo editor can make a bright picture in the editorial office itself.

No. 2. Television and radio

  1. Ads.
  2. Teleshop.
  3. Ticker.

Number 3. Polygraphy

It is desirable that you have a person who could create layouts for all this wealth. it great option for extra income.

If you don’t have such a position as a designer in your state, you will have to negotiate with other advertising agencies that are ready to come up with layouts. In such cases, you will lose a large amount of money from the order.

Do not forget that before giving the layout to the printing house, you must obtain consent from the client.

No. 4. Outdoor advertising

It is also a very wide range of services: banners, billboards, pillars, signboards, ads on public transport etc. Not a single advertising agency can do without this format, because it is in this category that most orders are made.

First you need to find companies that manufacture these products. Not every printing house takes on such orders, because, for example, banners are printed only in a single copy, and special material is required for manufacturing.

Again, we note that it is better to create advertising layouts yourself, then you only have to pay for the production of outdoor advertising itself, and you will take the money for the idea. Thus, it is realistic to earn up to 20,000 rubles a day if you have orders.

It is worth mentioning separately about billboards (constructions with advertising on the road). Basically, the owner of all billboards in the city is one person (maximum 2-3 people, but it depends on the scale of the city).

It will be difficult to agree on advertising placement with them if you have just opened. As a rule, they cooperate only with large and popular advertising agencies. It will take a long time to negotiate so that there is a place for your advertisers.

Usually, billboards are rented months in advance, because this is one of the most effective types of advertising.

No. 5. Internal advertising

For example, if these are branded watches, then advertising is best placed in offices, expensive beauty salons, restaurants, shopping malls near boutiques. If the product is aimed at the elderly, then the ad should be placed on transport, in elevators of high-rise buildings.

No. 6. Souvenirs

AT recent times Souvenir products (for example, T-shirts with a company logo or a photograph of a particular person) are very popular.

In addition, you can produce with different symbols:

  • cups,
  • pens,
  • calendars,
  • medals and certificates,
  • phone cases.

At first, you can offer your services in the manufacture of souvenirs for retail. There will be demand for products, especially if the price is reasonable. When you are convinced that there are orders for these products, you can buy a special printer and make the product yourself.

Well, such a product diverges during the elections. Do not be afraid to raise prices during this period (of course, within reason).

No. 7. Promotions

A promotion is an event that should open to people New Product or service, as well as to acquaint the potential audience with the new business of the city.

*An example of a promotion in the Metro

Promotions are arranged in shopping centers or large supermarkets. The event includes some kind of competition, during which the audience gets acquainted with a new product or service. Information about the competition must be specified in advance (its venue, time, conditions, organizer).

Be sure to check the information regarding the receipt of prizes. Sometimes, due to inaccuracies, those who did not receive prizes can make a scandal. The organizer, that is, the advertising agency, is responsible for this incident.

6 steps to open a PR agency

When you already have a concrete idea of ​​what you have to work with, you can move on to the question of how to open an advertising agency, and what is needed for this.

Main steps:

  1. Company registration.
  2. Analysis of competitors.
  3. Selection of personnel for work.
  4. Rental of premises for work.
  5. Website and price list creation.
  6. Search for partners and advertisers.

Step 1. Registering an enterprise before opening an advertising agency

Before, you need to register an enterprise if you do not want to have problems with the law. To do this, you should contact the tax office at the place of residence (if we are talking about IP) in order to formalize the ownership right.

If you want to open an agency only for the provision of intermediary services, then it is enough to have the status of an individual entrepreneur.

When registering, you need to select the appropriate code from of the All-Russian classifier economic activity. In this situation code 74.40 is suitable (advertising activity).

After that, it remains to order a print for your advertising agency, open a current account and proceed to the next step.

Step 2. Analysis of the work of "advertising" competitors in 2 steps

A very laborious stage in opening an agency is an analysis of the advertising market in the city.

If you really simplify, you can divide all the work into 2 steps:

    First, decide what range of services you are ready to implement at this stage.

    Find out what competitors are doing. Perhaps they overlooked some type of advertising (for example, promotions). Pay maximum attention to this type of advertising in order to have a certain peculiarity in the market, and provide additional services that are different from the "range" of competitors.

    You can call everyone on your own, and introduce yourself as an advertiser to find out the prices of competitors. This information is necessary to understand what numbers you need to enter in your price list.

The more services you provide, the more customers you will get. However, do not forget that this will have to, which will not pay off soon.

Step 3. Recruitment for work in an advertising agency

It is very important to select personnel who will be interested in business development. Not everyone will want to work for a fledgling advertising agency that may not stay afloat. Therefore, you will have to lure them with salaries, bonuses, bonuses, etc.

It is best to recruit personnel who have worked in this area, know the market from the inside, have their own clients or make acquaintances with potential partners.

  1. Director (a person who will conclude contracts with clients and partners).
  2. Manager (he will be responsible for finding clients, places for advertising, partners).
  3. Designer (creator of layouts).

Will have to hire creative director, and preferably two, who will come up with the design of layouts, commercials, invent PR moves. To start such a team will be enough.

Let's calculate what expenses for personnel payments you will face monthly if you decide to open an advertising agency:

Of course, we give approximate figures. In reality, you will indicate other salaries in the business plan of the advertising agency, and enter information about future salary increases and bonuses.

However, approximately you will have to pay salaries of employees of an advertising agency in the amount of from 200 000 rubles every month.

Step 4. Renting a room for work

In this matter, it all depends on your starting capital. If you have money, then it is best to find an office in the city center, with a good repair. It is here that business meetings with customers will take place, and the first impression is very important in this business.

When the capital is minimal, you can rent a small room on the outskirts, but then you will have to go to clients yourself to conclude contracts. Even if the office is located on the periphery, the repair should still be good, because the customer can come to you on an important issue at any time.

A large amount will be spent on the purchase of equipment:

  1. Computers.
  2. Work rooms for all staff.
  3. Printer/scanner.
  4. Camera.
  5. Tablet for the designer.
  6. Projector for client presentations.

Step 5. Creating a website and price list for an advertising agency

Today it is difficult to imagine any business without its own website. An advertising agency must have its own page on the Internet. You can also open groups in in social networks Because potential customers are everywhere.

The site should contain all the information about the services provided, their prices, contacts of managers. Create promotions on social networks and on the site itself to attract advertisers.

Here is an example of a well-designed site, where each type of advertising has its own section, everything is available, there is no unnecessary information:

Pay great attention to creating a price list for the agency. Its design should also be as simple as possible. The customer needs information about what prices you have, not bright pictures.

Step 6. Search for partners and advertisers

The last stage in opening an advertising agency is business partners. Here, managers or the head of an advertising agency are included in the work. At the beginning of the opening, you can involve everyone in finding a profitable customer, because this is a profit for each team member.

Arrange cooperation with business partners before you start receiving orders. If you are a media agency, then conclude preliminary contracts with printing houses for printing flyers, business cards. Find firms that are ready to produce banners and pavement signs for you.

Don't expect customers to find you as soon as you open. Managers should independently call possible advertisers and agree on cooperation. Make concessions, attract with affordable prices, bright promotional offers.

How much does it cost to open an advertising agency?

As you remember, there are several formats of an advertising agency. We will consider the example of a media agency, as it will require less investment. This means that this format is more attractive for start-up entrepreneurs.

Capital investment in a media agency

As you can see, to open a media agency, large investments are not required. However, do not forget about regular investments in the existence and development of the business.

Simple steps towards the goal - in the following video:

Monthly investment in an advertising firm

At first, you will have to invest your money every month until you reach the point of business payback. In general, it will be possible to recoup the investment in 10-12 months of active work.

In this business, a lot depends on your staff. After all, one theoretical information about how to open an advertising agency, not enough. It is necessary to have sociable employees who can as soon as possible make a name for your company.

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