Daybook Expert Spotlight - Dmitriy Goroshin
As a long-time Daybook reader who has covered many stories on Atlanta Daybook for the Russian-speaking community in Atlanta and also nationally and internationally, Dmitriy Goroshin and RussianTown, Inc. specialize in the Russian-American Market. Working only within the Russian language media, Dmitriy has unique expertise in marketing, advertising and media for a growing market that is often overlooked by traditional marketing.
We asked Dmitriy to explain the market and how his company works within it. Here is what he had to tell us.
There are 50,000 to 60,000 Russian speakers in the metropolitan Atlanta area, and a total of about four million in the United States. This is the fastest growing ethnic group in the country.
Many people in the United States mistakenly believe that only Russians speak Russian. That is not true. All immigrants from the 15 republics of the former USSR speak Russian. Russian is the common language of many different ethnic groups living now in the U.S., including Russians, Ukrainians, Byelorussians, Jews, Armenians, Tajiks, Kazaks, etc. In addition, Russian is the second language of many immigrants from other Eastern European countries. Russian is the lingua franca of these many nationalities.
This is a huge market waiting for information about your products and services.
Consider this: More than 55% of the Russian-speaking families living in the U.S. have an annual income of about $55,000. About 70% of Russian-speaking individuals have occupations in management, sales, medicine, and education. Thus, our community can be described as one of the most highly paid communities in the country.
One factor characterizing Russian speakers is that within one to three years after arriving in the country, 57% of families buy their own house. This is the result of very hard work.
Russian-speaking people want not only to survive; they want to live, which is not quite the same thing.
As consumers, they usually trust the brand that they know well after using it for many years. This brand loyalty is more than a principle – it’s the preferred lifestyle of citizens who know that they can choose the best of the best. Having earned the ability to buy, they try to satisfy their taste and needs with the best, and not just to get “what’s available.”
Most companies with multi-ethnic programs focus on African-Americans, Hispanics and Asian-Americans. But now, many companies are realizing that consumers of Eastern European heritage represent a vast, untapped market.
RussianTown can bring your company’s message to Russian speakers in Georgia and the United States.
RussianTown, Inc. operates several businesses which are ready to help any kind of company, with any kind of budget, to reach the Russian-American market. Working with just one agency that can provide all your media and advertising services is an incomparable convenience that can save you time, worry, and manpower. Consider us your “one-stop shop” for all your Russian-language marketing and advertising needs.
Multichoice Marketing
All of our services below are designed to help you reach the Russian-American market. Multichoice Marketing has established close contacts with a number of highly- rated mass media, which puts us at an advantage of being able to provide significant discounts to our clients when placing advertising products.
We offer a complete line of marketing services, with the customer’s freedom to select and determine the appropriate direction of the advertising campaign right from the start.
We are a complete-line advertising firm, which plans and carries out advertising campaigns for businesses of any size, with the optimized use of your budget. Since its inception, Multichoice Marketing has gained extensive experience through working with its clients in various sectors of the market.
We take uniqueness and originality as a top priority when creating your business image. We don’t give stale suggestions, and we don’t offer ordinary decisions. We offer only what we believe will help you reach your goals. We love the work process, but we remember that results make the day. We work hard to get you where you want to be.
Our advertising services include:
- Creation of logo and corporate identity
- Creation, designing and production of any kind of printed materials
- Production and placing of advertisements in newspapers, magazines, radio, TV and online.
- Production of video-commercials and corporate video.
- Production of radio commercials, show and podcasting.
- Public Relations
Russiantown.com is a popular Russian online magazine. It started in 2002 and since then has seen a significant increase of the website’s popularity and a steady growth of its usage by visitors. The site presents and constantly updates information on numerous subjects which arouse interest among the Russian-speaking population of Atlanta and the southeastern United States.
Russian Town Magazine is the most popular publication in the Russian language in the southeastern United States. A combination of very interesting contents, an attractive design, a full Internet version at www.russiantown.com, and more than twenty-five thousand readers results in a constant increase in the amount of advertisers. We look forward to your suggestions on placing advertisements of your products and services in our magazine. We can also write and publish articles about the activities of your company.
All advertisers are offered a flexible system of discounts and different bonuses.
We are willing to establish contacts with advertising agencies.
For more information check out our website at www.russiantown.net
Radio “RussianTown” began broadcasting on November 1, 2005. It was the first Internet radio station in Russian in Atlanta.
What does Radio “RussianTown” mean for Russian-speaking people? It means that, while working and using the Internet at their office or home, they can receive twice as much information, because Radio “RussianTown” offers convenient variants of signal uploading: both for high-speed Internet and for dial-up.
Radio “RussianTown” has been set up for people who value their time. Radio “RussianTown” provides information on an around-the-clock basis, 24 hours a day, seven days a week. We know that timeliness is the most important factor in our age of information, as well as a sign of the modern rhythms in the life of a big city. That so-important timeliness is what you get from Radio “RussianTown”.
Radio “RussianTown” employs a team of highly professional authors, editors, sound producers, journalists, and leading DJs.
Multichoice Video provides a wide variety of video services. The company has the most up-to-date, state-of-the-art equipment available. The staff consists of specialists able to create high-quality video, and professional TV journalists willing to prepare highly artistic stories per your request. For many years the journalists of the company have worked as correspondents of the most popular Russian TV channel - RTVI (Russian International TV). Multichoice Video can create a marketing concept and strategy for you to attract consumers. Our designers and strategists are Russians who know how to market to this special segment of the public.
We offer:
- Commercials
- Corporate videos
- TV Stories
- Videos for the Internet
- Computer graphics and animation
The TV Show “Month by Month” has recently been started by our company. This is a one-hour TV program covering political, social, cultural, and sports events in Georgia, along with interviews with personalities from the political, entertainment and business worlds.
“Month by Month” is carried on our website www.russiantown.com, which gets thousands of visitors. Show can be seen by going to our website and clicking on “Month by Month.” We offer commercials, TV shows, product placements and interviews for our clients. We also welcome sponsorship opportunities. We accept ready-to-go TV stories, or we as a production company can create ads for you. Our TV stories are also seen on youtube.com, which is a great opportunity for more exposure.
Some of our clients:
- Atlanta Institute of Medicine and Rehabilitation
- Citywide Mortgage Corporation
- A-Top Realty
- American Phone Services
- Back Pain Fund
- Premiere Mortgage Funding
- First Russian MLS
- Clinica De La Mama
- Community Realty Center
- Realty 1st
Russian-speaking families database
Here we need to mention that our company has a database for several thousand families in the southeastern states. If your company wants to focus a direct-mail campaign toward this segment of the public, we are ready to help. We can create an eye-pleasing layout in the Russian language for your company’s products and services. We can then mass-mail this brochure, pamphlet or flier directly to the exact consumers that you need to reach. You’ll have no more worries about whether your advertising is going to the right households. Advertising experts agree that there is nothing comparable or as effective as a direct-mail advertising campaign.
No competition with other ad agencies
Remember, Multichoice Marketing does not compete with English language advertising agencies. We work just within the Russian language media. We offer a complete line of advertising and marketing services for businesses of any budget to reach the Russian-American market. We offer an entry for you into this important and growing niche.
We have good, established relationships with all the Russian-language media in the country, which means we can meet your needs not only through our own media, but through other Russian media across the U.S.
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