How we came to this shogo history in terms of retail
inefficiency is the sin against the Holy Ghost."
This seems ridiculous now)
- Studying the market and the client's tasks,
- Auditing the client's possibilities, designing the client's individual KPIs;
- Developing a comprehensive marketing strategy of Internet presence;
- Assessing the advertising transaction cost to include it in financial planning;
- Assessing the time and financial budget for the project (for the financial planning);
- Work schedule (plans) for short, medium, and long term;
- Consulting or complementing the client in poorly planned (inefficiently conducted) transactions;
- Performing the work at a high quality level and on time;
- Reports, analysis of provisional and absolute conversion and sales indicators;
- Strategy adjustment, planning, and carrying out new works to increase efficiency.
From among the values we had at the time we would name a team of like-minded people (technicians, marketing experts, strategy managers), ready to work efficiently to achieve the end result, i.e. study the best practices, introduce their own ideas, experiment, implementing everything in practice, analyze the results achieved and adjust further actions, reaching new horizons.
This mission is still preserved, and the values are still added as we continue developing our company and the projects we work on. The added values can be discerned from our subsequent history.
We held a great number of meetings, explaining the businessmen that the website purpose is not to be able to specify its URL on business cards stressing how cool the company is. A website is an important link in the chain of communication with the target audience, and for this it must be as informative and user-friendly as possible. And these notions are backed by tremendous work on the part of Shogo and the client!
One can hardly imagine businessmen not dreaming about their websites taking top positions in the search engine rankings. This "majority lagging behind" still tries to put into practice the success story of the "pioneers" from nearly ten years ago. It looks like they keep looking for contractors who could guarantee that they remain in TOP10. And they find them. Unfortunately, most advertising or marketing agencies (and in essence merely SEO-companies) providing this service that the customer is always right and promise anything he/she wants, even if the promise is impossible to keep and the results are not the ones the customer needs for his/her business.
It must only be backed by predictable tools and methods based on continuity and the in-house know-how, the ability to distribute priorities, competencies, and responsibility, as well as on the immunity to immediate profit! And also on being willing to work, work in a team, work efficiently, work for a result! All of this applies both to Shogo and to the client!!!
And we do not accept kickbacks, do not work with clients that cannot delegate competencies or use Internet marketing tools to satisfy their own ambitions which are not result-oriented. We never violate these basic principles, not even for the sake of money.
The efficiency in achieving the result depends both on the agency and on the client. And it is extremely important for these links to be equally strong (highly efficient), and not sponging off each other.
In 2010, the practices we had developed in different fields allowed us to start working on formulating the individual KPIs for our customers.
- Project mission and values being formed and already formed;
- Medium- and long-term financial planning;
- Taking strategic decisions, including operational;
- Ambitious nature of business development plans;
- Attracted or own investments;
- Team and forming it;
- Partner selection and cooperation, competency and responsibility delegation;
- Maintaining high motivation in the full-time and outsourcing (partner) team.
- Implementing the range, price, service, and after-sales policy*;
- Conversion in the sales of goods or services;
- Working with feedback and claims;
- Adjusting the work in accordance with the claims and the project policy*;
- Content support for the project (producing photos, videos, and texts);
- Carrying out marketing events (activities, etc.);
- Communicating with the agency, working as a single team.
*in accordance with the strategic plans of the management
Another important criterion is directing the effort vectors (efficiency vectors) of the client and the agency. Simply stated, a well-tuned team work on the project carried out by the client and the agency. If we perceive the business tasks of the project differently, there will be no team work. No result. We will always speak out and suggest stopping or not starting the cooperation.
For instance, in that same 2010 we parted with Jeelex — the largest national producer of domestic pumps. We had been trying to get the efficient development strategy across to the company for 3 years. It was connected not with direct sales, but with shaping the demand for the products and developing the dealer system. Unfortunately, the director was more concerned with the company's position in the search results for two or three queries which was lower than that of his former partner.
Fortunately, such results are not numerous. We are very scrupulous about choosing clients. We have no intention of working with several hundreds of projects. We intend to work with a limited number of projects to which we devote ourselves entirely. The prospects of Shogo’s long-term development are the improvement of the projects qualitative and not quantitative indicators.
During just 2 years our successes and efficiency of the advertising campaigns based on the continuity of the best practices and the in-house know-how allowed our company to become one of the first Yandex-certified agencies and an accredited dealer of Begun.
We have also continued developing and strengthening the SEO line, as it used to have and has now a significant effect for those of our clients who understand the peculiarities of this traffic attraction method correctly. We have several of the best analysts in this field working in the SEO division. We still hold the leading positions in this service area.
In 2011, we conducted the first successful SMM promotion campaigns for online stores of our most progressive clients. These success histories gave an impetus not only to the development of this line in our company, but also to our clients' development.
Besides, in 2011 the strategic management and planning department got the first results on the projects we worked on following the ROI principle. The results were positive, which ultimately convinced us that our company can undertake complex and ambitious projects of Internet retailers or offline retailers looking for an additional communication channel and a new impetus to their Internet business development.
|Period||Shogo Development Stage||Clients|
|2003-2007||SEO||Small, home-based businesses, without plans or ambitions. None of them are currently about. They either used our services to go one level up, or simply left our company.|
Projects involving ambitions which are not supported by the client's ability or desire to do his/her part of the work efficiently;
and the client is unwilling to delegate the relevant competencies to Shogo.
The number of such clients becomes less every year thanks to our work. The greater part of the clients do not leave us, but go one level up.
|2010-present time||Working to get the result (KPI, ROI)||
Ambitious projects striving to become sales leaders in the corresponding area,
clients prepared to work a lot as part of a single team and just as efficiently as our team,
capable to delegate authority in accordance with the responsibility for the result.
We are very much interested in working with just this kind of projects. Achieving the result replenishes our energy, gives us new power. We are happy to see just this type of new clients. We also do our best to convert the existing ones.
Currently our strategy managers based on the experience gained in a large number of online trade areas, penetration into subject areas and business processes (including operational processes) on the client side, can forecast the transaction cost with a great degree of accuracy, based on the required sales volume and range, design and implement ROI increase recommendations.
Our professionals will draw up the work schedule for a year, distribute Shogo's and client's responsibilities and competencies, and thanks to a stock of our in-house facilities will momentarily organize a team of professionals. Based on the planned sales volume, strategy managers will provide the expense estimate for the technical works and the marketing component. Later on these investments will be included in the common financial structure of the online store.
The competencies of strategy mangers can, if necessary, include developing recommendations on forming the commodity matrix, building the logistics scheme, organizing a storage system, building a call center, job descriptions or recommendations for the key divisions (or employees) of the client on which the direct sales and, accordingly, the transaction cost and the ROI depend.
Our know-how goes beyond the acquisitions area. We are extremely efficient in other areas.