What documents should an advertising agency have. How to open an advertising agency on the Internet

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, elements 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 - signs, stands, leaflets, placement of information on the Internet.
• Performance 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 the 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 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 stores all necessary documentation, the equipment is located.

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

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

Where to begin?

Osman Seit-Veliyev

Osman Seit-Veliyev

Investment size

If you immediately intend to open a large agency, then you will need at least 3 million rubles to purchase all the equipment. If from scratch, from home, then at first do not expect profit, everything will have to be invested in equipment. They drew a layout - gave it to print, received money and bought ... figuratively speaking, a hammer.

Osman Seit-Veliyev

Experts do not advise immediately taking loans, asking for help from funds. Better start with minimum capital. If you want a lot at once, it’s better to sit down, think and change your mind: even if you have good equipment and workshops, where will you find many specialists ready to work on it, moreover, smoothly and quickly, and such a number of orders to recoup the costs? It is better to grow gradually, buying equipment as needed.

If possible, you can start by investing 200 thousand rubles. Buy good printer for printing large format paper, good computer, "drill grinder". This necessary minimum. You can ask friends for money. Although they are unlikely to give you if you do not have experience.

Where does the money go? Firstly, on a salary, because as you grow, you will have to hire people. It is most convenient to introduce a percentage payment system - from each completed object. This motivates you to work faster. The second point is the purchase of equipment. You can find a non-standard way out, for example, make friends with employees wholesale warehouse and offer them barter. As a result, you will be able to get equipment at the purchase price, even cheaper than in wholesale warehouses.

At first, we purchased equipment worth about 100,000 rubles. If we bought the same thing in stores, we would need half a million.

Step-by-step instruction

I saw in the eyes of the client a moral requirement.​​​​​​​

You have to look the part because you are an image maker. Customers look at the car you arrived in. Therefore, if there is no good car, it is better to walk.

But first of all, you must understand to whom and why we have come, to analyze the problem of a person and help to solve it. Then he will not care what you are wearing and what you came with. The human approach always plays an important role. But the more serious and larger the customer, the greater the responsibility. Because such people are simple, they have understandable concise tasks, they know what and in what time frame they need. And you, too, should be able to quickly and clearly answer whether you are able to cope with the task. If you get confused, it will give out your unprofessionalism. However, communication with customers of this level should not frighten startups, you need to grow up to this, at first work with retail stores, small operators.

As for the personnel, if there are funds, it is necessary to recruit experienced employees. But not having personal experience you risk hiring the wrong people. Therefore, it is better to take an intelligent manager who will help you. If there is no money, focus on your talents.

Osman Seit-Veliyev

We started together and worked like that for the first three months. Sometimes we had to work until 4 in the morning, and then we decided to hire people, although it was scary that we would not be able to pay wages, because all the money went to equipment. They hired people - and began to earn obviously more. Now we have two people in the workshop, plus my partner and I alternately help them. And now we need more people.

Our work schedule is unstable. At first, they worked seven days a week from 9 am, sometimes until 2 am. At the same time, people received 500 rubles a day, which caused discontent among them and their loved ones. And the guys are already about 30 years old. We motivated them by the fact that soon the enterprise will rise, and then the salary of the backbone of workers will be higher than that of those who will come later. This is how it happens. Now we have six days. We try to leave no later than eight in the evening, although sometimes we stay until ten. Entered a percentage. All of this has to come. If you want to get up quickly, you have to work.

Opening checklist

Is it profitable to open

How soon can you get to zero? This question is relevant if you have invested the initial funds. However, if you start from scratch and invest all the funds received, with the exception of those needed for food and housing, in development, then you can develop indefinitely. You can buy more and more equipment, open branches. If you work with immersion and effectively, then you need at least a year and a half for the enterprise to bring stable profit.

You can increase profits by processing more orders, increasing the average check. For example, a person orders a sign, and you also sell him flyers, business cards, gift certificates, discount cards.

Aspiring entrepreneurs dreaming of independence and self-acquisition profits, often consider setting up their own advertising business. Where to start and how difficult is it? Advertising is very promising direction but at the same time it requires specific knowledge, the ability to combine a creative and pragmatic approach. How to put it into practice?

Advertising business - promising, but dangerous

Any modern business uses advertising to promote the market, increase the number of customers and eliminate competitors. Both small private firms and huge industrial giants need such services (remember, even Gazprom advertises itself, although this company is essentially a monopolist).

On the other hand, competition in the advertising business is very high, and it will always be difficult for a start-up company to compete with large agencies offering a wide range of turnkey services. We tell you how to create a successful advertising company, even without an impressive initial capital, and find your niche in the market.

What are the types of advertising agencies

1. Creative agencies or design studios - specialize in developing ideas for marketing campaigns, logos and brand names, slogans. In general, they create the basis for further promotion of the client's business.
2. Internet agencies are engaged in advertising in the virtual space (contextual, targeting, any other varieties), as well as creating websites and maintaining accounts in in social networks.
3. Firms specializing in outdoor advertising - produce posters, banners, banners. They can only deal with printing and installation, but sometimes they rent out advertising structures to place ads and develop their own sketches.
4. Media buying companies in the course of their work promote clients through mass media. They organize advertising campaigns on television, radio, print and online publications.
5. PR agencies are essentially similar to media buying companies, but they work more comprehensively and create a client positive image from potential buyers (both in general and in some particular category).
6. BTL agencies carry out promotions, special events, organize holidays and events that help increase the number of potential buyers and form a positive image of the company in them.
7. Specialized advertising agencies - such companies are distinguished by specialization in any industry of the market. For example, a firm may specialize in clothing, mobile, or household appliances etc. They are not so common on the market, as they lose in the competition due to a reduced customer base.
8. Marketing research companies. They are not advertising agencies in the usual sense of the word, since they do not advertise the client, but study the state of the market in his industry and the marketing campaigns of competitors (price levels, potential audience, slogans and logos). Essentially, like design studios, market research companies prepare the base for further work advertisers and marketers.
9. Advertising agencies of a full cycle or "universal" - provide the entire list of the above services. They provide comprehensive customer service: from the development of a brand name to a large-scale advertising campaign in the media space and placement on outdoor structures.

It is virtually impossible to build a full cycle advertising agency from scratch: it requires impressive funds, a large team of professionals, experience and connections in this area. Therefore, you need to start with one industry, and if successful, develop and expand.

Also, all agencies can be conditionally divided into local and federal- that is, depending on the scale of the work. Most advertising agencies operate only at the local, regional level. It is quite difficult to reach the scale of the whole country, but you can earn good money locally.

What direction of work in the field of advertising is more promising

All the types of advertising agencies listed above are widely represented on the market, they work successfully and bring stable profits to their owners. It is impossible to name any direction more promising., all types of advertising are equally in demand among customers. Therefore, you need to stop your choice in the direction that is closer and more understandable to the entrepreneur.

You need to stop your choice in the direction that is closer and more understandable to the entrepreneur.

Who do advertising companies work with and why is it important to know

The services of advertising firms are most often needed by businesses: to promote your products and increase profits. This largely explains the specifics of the work: you need to speak with entrepreneurs in the language of profit, the “wow effect” does not matter to them.

Which advertising agency to open for a beginner

If an aspiring entrepreneur is wondering how to open an advertising agency from scratch, it is better to opt for one of the non-universal, specialized varieties - for example, an Internet agency or an outdoor advertising firm.

This option will help you spend less money on opening, quickly select employees and pay off in a short time. In case of success, it will be possible to expand up to a full cycle or representative offices in other regions, and in case of failure, the losses incurred will not be so great.

Features of the work of certain types of advertising agencies

Many details of the work are revealed to entrepreneurs only after the start of the activity. To help form a more comprehensive understanding of the pros and cons of each type of advertising agency in advance, let's take a closer look at some of them.

Why working in the field of outdoor advertising is quite difficult

Outdoor advertising, that is, the placement of posters and banners on special structures installed on the streets or buildings of the city, is a consistently demanded service. The fact is that any such poster is seen by thousands of people in just a day. Such advertising is remembered, slogans and pictures are eaten into memory, and the number of potential buyers or clients of the company is increasing daily.

However, before you enter the field of outdoor advertising, you need to know the following facts. Firstly, all advertising structures belong to the local authorities. City administrations raffle the right to use them between advertising agencies about once every 5 years on the basis of an auction. That is, the construction is used by the one who paid more for it. Did not have time for the auction - wait for the next few years.

Secondly, the price of one design at the auction can exceed a million rubles.. The fact is that in a few years, investing in rent in a busy place will pay for itself 2-3 times. Starting businessmen, as a rule, do not have impressive capital, and therefore they cannot fight for constructions.

Thirdly, for printing and making large posters, banners and banners, specialized equipment is also required, which is very difficult to buy for less than 800 thousand - 1 million rubles. Outdoor advertising is not only made of paper, but may include metal, plastic and LED elements. For the creation of high-quality all this requires special equipment. Fourthly, to place banners and streamers, you will need a car, preferably with a crane.

Thus, work in the field of outdoor advertising is complicated by the need to spend significant funds on the initial organization of the business.

Internet advertising: what are the prospects and difficulties

Advertising on the Internet is also in demand among customers, because the audience in the virtual space is constantly growing. If a person knows how to set up contextual advertising and ads on social networks, he can work as a individual entrepreneur. Then the earned funds can be invested in staff expansion and office rent.

Internet advertising can bring good profit, but the situation is complicated by the fact that most companies prefer to find freelancers to set up contextual and targeting ads or train existing employees to do this.

Therefore, an Internet agency should offer a wider range of services: make websites on a turnkey basis, maintain groups on social networks, and create unique content. In this case, it will be much easier to attract customers.

What kind of employees does an advertising agency need

• managers (search for clients, take orders, communicate with clients);
• designers (design banners, posters, signs, logos);
• marketers (create a full-fledged advertising campaign for customers);
• specialists in contextual and targeting advertising;
• clerk or accountant (these functions can be assumed by the entrepreneur himself);
• employees for the manufacture and installation of outdoor advertising (if the company works with outdoor structures).

Minimum costs: is it possible to open without money

To open any business, you need capital, and an advertising company is no exception in this case. It is clear that what more money the more confident the entrepreneur will feel. But is there a minimum threshold for the amount required to open your own company?

Much depends on the type of company that the entrepreneur plans to develop. It will not be possible to work in the field of outdoor advertising without any costs: even if you have your own premises and a car, you need to purchase equipment for printing and making banners. You can reduce costs if you take an advance payment from customers for consumables. In any case, it is almost impossible to do without 500-800 thousand rubles.

Internet agencies and creative design studios are less expensive. To get started, you only need a sufficiently powerful computer (or laptop), as well as knowledge in the relevant field. Experience shows that some contextual and targeting ad customizers manage to earn initial capital for business with my own hands(excluding loans and employees).

Internet agencies and creative design studios are less expensive.

When will the business investment pay off?

The answer to the question about the payback of advertising agencies depends on the amount of initial investment. All in all, this is a fast-growing business.- Most successful owners of advertising agencies return all funds spent in 8-12 months.

The main factor in such a quick payback is the high prices for any services. The production and placement of large banners usually include an extra charge for clients of over 50% of their actual cost. And such "intangible" services as the development of slogans or logos - and does more than 100%.

Why an advertising firm doesn't need a business plan

In theory, any enterprise needs a business plan: it helps to assess the available prospects and resources, plan expenses and income. But advertising is a special business, which in many respects develops irrationally. It is more suitable for those who do not like planning and are able to act quickly in an unfamiliar position.

Of course, you need to plan all the expenses and outline the payback periods, understand what services you will provide in the first months of work, and which ones you want to grow to. But it’s not worth describing all the actions in detail: in many ways you still have to improvise.

An advertising agency also needs to advertise or where to find the first clients

Placement on outdoor structures should be immediately excluded from the list- it's too expensive. Internet ads, your own website and active groups in social networks will be a good calling card and attract customers.

But it is more likely that in order to attract the first customers, you will need to contact firms directly: call and send electronic messages, offer their services, convince of the benefits of cooperation with you.

Advertising is such an area where reputation decides a lot. Most businessmen will not want to work with an advertising firm that has just entered the market and does not have an impressive portfolio. Therefore, getting the first customers is the most difficult task. Take the initiative, act through acquaintances, but find the first customers and do the job perfectly for them.

Summary: is it worth opening your own advertising agency

Opening an advertising agency is not an easy task. A quick payback is also in question, especially if the entrepreneur has contacted advertising structures. Therefore, when drawing up a business plan (or even before that), it is worthwhile to thoroughly analyze all the advantages and disadvantages of working in the field of advertising.

Benefits of Starting an Advertising Firm

1. Stable and high demand for the services of advertisers. Modern market develops largely due to advertising, so a professional firm will always be in demand among customers.
2. Possibility of creative and entrepreneurial self-realization.
3. Pretty fast return on investment (up to 1 year, with a competent start - in 4-5 months).

Risks and dangers of the advertising business

1. High competition, including with advanced and large full-cycle companies. Many potential clients do not risk contacting newcomers. In addition, it is more convenient to receive all services at once (advertising on the Internet, in the media, on outdoor structures) in one company than to apply to several. Therefore, it is difficult for highly specialized start-up companies to compete with the “full cycle”.
2. reputation dependency. First, the reputation of the newcomer will interfere with the company, and then the reviews of dissatisfied customers. In the course of work, advertisers have to deal with a variety of businessmen who have their own opinion on every issue.

Advertisers must skillfully combine customer satisfaction (some of which may be extraordinary) with professional standards. In fact, one dissatisfied customer review will outweigh all previous merits, which means that you need to strictly monitor your own image.

“Only the mint can make money without advertising” - this statement very well captures the essence of today's highly competitive markets, where you have to fight for each client. Advertising business will always be in demand, especially in times of crisis when everyone begins to decline in sales and requires the search for new promotion strategies.

To open an advertising agency from scratch, you will not need large investments - you can meet 300-400,000 rubles (without buying production equipment), the main thing is to correctly determine the direction and concept of the new business and make the necessary economic calculations.

Choice of format and concept

The first step is to determine the main direction of the advertising agency. If you are new to business and do not plan to make large investments, it is better to choose a separate direction with a development perspective. The work of a full-cycle agency will require a staff of highly qualified personnel, high costs for renting offices and equipment.

RA can successfully work in the following formats:

• Full service agency.
• A narrow-profile agency, whose specialization will be, for example, only printing services or outdoor advertising design, development and promotion of websites, etc.
• Production company - digital printing, production of souvenirs, exhibition stands, etc.
• Design Studio. Development of corporate identity, logos, original layouts and preparing them for production.
• Bayers. Placement of client's commercials in the media - on TV, radio, plasma screens.

Opening stages

• Market research.
• Definition of format and concept.
• Registration of an individual entrepreneur or LLC (for several partners).
• Finding office space.
• Purchase of office equipment.
• Personnel selection.
• Development and implementation of promotional activities.

An example for our readers.

For those who want to learn the most complete recommendations for creating business plans, we suggest that you familiarize yourself with - a universal assistant for you.

Competitive analysis and identification of the target audience

Market analysis includes conducting a competitive analysis, studying the target audience, as well as assessing the prospects of a particular direction.

In order to identify your competitors, you need to collect information about companies that provide advertising services in a given region. Such data can be found in business directories, on specialized online resources. It is necessary to analyze prices, list of services, location, reputation in the market (from customer reviews). Such an analysis will allow you to form your own competitive advantage, as well as a base of contractors in some areas (many advertising agencies cooperate with each other, providing services to each other).

• Manufacturing enterprises.
• Trading companies, shops.
• Food establishments, shopping and entertainment centers.
• Beauty salons, hairdressers, sports clubs.
• Representatives of the service sector - lawyers, notaries, lawyers.
• Private medical institutions, dentistry.

The choice of your target segment should be made after determining the format and scope of services. For example, if you provide printing services (business cards, catalogs, brochures), then target audience will be production and trading companies; if placement in the media - customers can only be large companies with a large advertising budget.

Registration of an individual entrepreneur or LLC for an advertising agency

Before you open an advertising agency, you need to decide on the organizational and legal form of the future company. At the first stages, you can register as an individual entrepreneur, and in the future already as a legal entity. Individual entrepreneurs have restrictions on sales volume, the number of employees and the type of counterparties (for example, an individual entrepreneur will not be able to work with legal entities, but only with individual entrepreneurs).

RA staff

For example, an RA for the production of digital printing will require the following personnel:

• Designer with basic knowledge technological processes production.
• Printer-binder.
• Account Manager.
• Accountant (outsourcing).
• Cleaning lady (outsourcing).

How to calculate a business plan

Even if you are going to invest your own funds, be sure to calculate the business plan. This will help determine the required amount of investment, the level of planned income, the payback period of the project, the main organizational arrangements and their features. In case of attraction borrowed money, a well-formed business plan is the main factor in the investor's decision in your favor.

What should an advertising agency business plan include:

• Project summary.
• Description of the concept.
• Marketing analysis.
• Production plan (if it is planned to manufacture any type of advertising and souvenir products).
• Organizational plan and personnel plan.
• Financial plan.

How to promote an advertising agency

What marketing activities need to be carried out before the start of the work of the RA:

• Development of the concept, corporate identity, logo, slogan, name.
• Website development, content and SEO campaign launch.
• Production of RA business cards, signs for the office.

What activities will be effective for promoting an advertising agency:

• Advertising in print regional media targeted at a business audience. You can place an ad in the profile heading (Advertising Services) or in the headings of related industries.

• Direct sales. Most effective method establishing contact, which allows you to tell not only about the services of the RA, but also about the advantages and benefits for the client in cooperation. But this way of selling requires managers not only good knowledge of their product, but also communication skills, as well as responsibility (the data of calling on "cold" contacts should be recorded in an electronic document for further analysis and management decisions).

• Participation in exhibitions. Even if the exhibition is focused on a specialized audience, for example, construction or furniture, there will definitely be potential customers among exhibitors and visitors who need RA services. In addition, participation in the exhibition will help not only spread information about the company, but also form a positive business reputation.

To be better than your competitors, you need to take care, first of all, about the success and prosperity of your customers - and then they themselves will look for meetings with you!

ADVERTISING

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Advertising business is 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 step - preparatory.

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

• Work on one profile (for example, the production and placement of outdoor advertising)
• Suggest 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 make a good impression at first sight. So take care of modern renovation and convenience of visitors - proximity to bus stops public transport, parking, waiting area.

• Registration as an individual entrepreneur or LLC
• Confirmation of payment of the state fee (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 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 investments. 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.