27.01.2006
A few things to keep in mind when developing new programs, events, or advertising: 1. What is Cool? Although students often shy away from studies, most consider recent Russian history and the Cyrillic alphabet "cool." Consider, for example, that when the popular video game Tetris was released (which was developed by a Russian) it was marketed with the name written in capital letters so that the "R" could be reversed to resemble the Russian "Я." Several spy movies and the recent state-side release of Nochnoi Dozor also mixed in Cyrillic letters with titles and advertising. It catches the eye, and can also be a good starting point for introducing the alphabet (by explaining that most times the letters are used improperly). 2. Soviet Chic. With the fall of the Soviet Union and the end of the Cold War, a certain chic has developed around its history, symbols, and personages. This chic might be naïve and even misguided, but it can be a good opening point for attracting attention to your programs or events. You can frame it in terms of "dispelling myths" or providing "the real story." 3. Affirmations. The biggest deterrent to marketing is the fear of rejection or of appearing naïve. This will happen. Accept it. Keep trying. Eventually you will find a style of asking for what you want that works for you, and after a couple of successes, you will gain the confidence to do it more often. 4. Первый блин всегда комом. If you start a new program and it doesn't do so well the first time or even the first couple of times, don't worry about that either. Organizations and traditions take time to develop and need nurturing. Think of them like children: have patience, keep plugging, and continually ask yourself what you should do to improve. 5. Don't Need. Offer. In deciding who to approach and how to approach them – ask yourself first what exactly you need from them. People are much more likely to act if presented with a specific plan with little or no decision making (beyond yes or no). Then, the next step is to ask yourself what these people will gain by giving you what you want. In the best case scenario, your proposal should be presented not in terms of what you want, but the partnership you offer.
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