TSAMTO, December 22. The team of authors of Rosoboronexport JSC (part of Rostec State Corporation) became the winner of the National Award "Golden Idea".
The award ceremony took place on December 22 at the Patriot Convention and Exhibition Center of the Ministry of Defense of the Russian Federation.
The Organizing Committee of the Golden Idea awarded Rosoboronexport a prize in the nomination "For contribution to the promotion of military-technical cooperation, advertising and information support for the export of military products" for the creation of a new digital marketing technology platform.
"Fierce competition in the arms market and the rapid growth of digitalization of the business environment are global trends in the field of marketing, which Rosoboronexport has actively joined. Today, in the course of promoting Russian defense products, we interact with partners not only in the format of face–to-face meetings and negotiations, but also offer extensive digital opportunities," said Alexander Mikheev, Director General of Rosoboronexport. "Modern tools such as online exhibitions, video tours and live broadcasts from offline events, video reviews, online presentations, as well as Internet platforms for transmitting information materials to customers have significantly increased the recognition and demand for Russian weapons in the world, have allowed expanding the range of products promoted."
An additional incentive to the development of digital marketing was the decrease in the activity of international contacts in the context of the coronavirus pandemic and sanctions restrictions. Starting in 2020, Rosoboronexport began to prepare and publish video announcements for international exhibitions on the Internet, allowing partners to notify about the products being promoted and attract interest in the Russian exposition.
Within the framework of the largest international exhibitions "Army" and "MAX" held in Russia, as well as "Interpolitech" and HeliRussia, an integrated approach was used. The company has prepared and posted announcements of new products on its official digital platforms, organized video tours of the exhibition using VR technology, filmed video reviews of samples of the exhibited products. In addition, online demonstrations of samples to specific customers were organized, public presentations were held, including in an online format. The YouTube channel of Rosoboronexport broadcast dynamic displays of weapons and military equipment at the Alabino training ground, flight programs of Russian aircraft and helicopters and events of the "Army Games".
"In total, during the development of digital marketing tools, Rosoboronexport created and published more than 160 video reviews of Russian military, dual-use and civilian products, conducted more than 25 online screenings from various events and achieved a more than 50-fold increase in views on its sites. In addition, the attendance of the company's website has increased 4 times, where more than 1 thousand items are placed in the product catalog," Alexander Mikheev added.
The national award "Golden Idea" was established by the Federal Customs Service of Russia in order to stimulate the export of Russian military products, the development and production of the latest competitive domestic models of weapons and military equipment, as well as to increase the effectiveness of the military-technical cooperation of the Russian Federation with foreign states.
The message is publicly available on the website of Rosoboronexport JSC.
