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09

Tech Story

An electronics shop in Rostov-on-Don

Location
Rostov-on-Don
Market
Retail: smartphones and electronics
Industry
Retail and electronics
Scope
Branding, Advertising, Website, Content

(01)

about the project

Tech Story has sold electronics in Rostov-on-Don since 2014. The focus is smartphones (Apple, Samsung), laptops, headphones, games consoles, smart speakers and other electronics.

When the project started, sales came mainly from the shop floor and from Avito. Customers were largely repeat buyers and referrals. Online the brand had no real presence: the social accounts were undesigned, there was no website, no visual style and little recognition.

Location
Rostov-on-Don
Market
Retail: smartphones and electronics
Industry
Retail and electronics
Scope
Branding, Advertising, Website, Content

(02)

what we took into account

  1. 01The shop's strengths — long experience, a customer base, good service
  2. 02The competition — strong national chains and marketplaces undercutting on price
  3. 03The weaknesses — no recognition and no systematic marketing
  4. 04A local business — it mattered to stress how convenient and close the shop is for people in the city
  5. 05The audience — young, active users of technology and families who value convenience, service and a creative touch
  6. 06A limited budget at the start, so every rouble had to work

(03)

what we did01 / 04

Branding and offline

  • Created and printed branded materials: business cards, bags, stickers, labels, gift vouchers
  • Prepared the artwork and put three branded buses on key routes across the city
  • The buses did more than build recognition: they became the basis of a viral offline campaign — photograph the bus and get a free screen protector
  • Arranged screen fitting in the shop itself, which brought more people in and kept them engaged

(03)

what we did02 / 04

Social media

  • Designed the Instagram, VKontakte and Telegram pages, built the visual concept and the content plan
  • Created regular formats: product reviews, buying advice, model comparisons, customer stories
  • Ran content shoots: photo and video for stories, Reels and posts
  • Launched collaborations with ambassadors and local bloggers, which quickly won the audience's trust

(03)

what we did03 / 04

Website development

A multi-page site with spare navigation and a clear architecture, later redesigned on Tilda.

  • Sections: catalogue, blog, product pages
  • Redesign of the homepage, the catalogue, the product page and contacts
  • Hosting, security and regular upkeep after launch

(03)

what we did04 / 04

Paid social and search advertising

  • Set up and launched campaigns on VKontakte and Telegram Ads, aimed at leads and engagement
  • Ran campaigns on the Yandex Advertising Network to reach the local audience on high-intent queries
  • Set up supporting promotion on Yandex Maps and other map services
  • Tested audience segments and ad formats to keep acquisition costs down
  • Placed a banner in the Yandex Lavka delivery service

(04)

result

Branding, buses, social media, a website and advertising: cost per lead down threefold.

  • The brand became visible and recognisable in the city and online
  • Traffic from social media and search grew
  • Cost per lead fell threefold while the number of enquiries rose
  • The social communities grew in followers and in engagement
  • More new customers came through online channels
  • A foundation for growth is in place: website, CRM, a worked-through visual style and a creative platform