Alina Efimova: How reach media help scale business

Alina Efimova, Deputy CEO of Sales and Business Development at Gazprom-Media Sales House, spoke at the “Create OURS” Forum for Young Entrepreneurs held at the RBC Event Center.

The opening section of the event titled “What Every Entrepreneur Should Know” was presented in a TEDTalk format, bringing together experts in business management. Alina Efimova shared her experience in building brands with young entrepreneurs and highlighted key considerations for crafting the strategy.

In 2023, the development of small and medium-sized businesses became the key topic in the Russian market, and Gazprom-Media Sales House was no exception. Supporting SMEs is not only a social mission of the company but also a business task, aimed at actively promoting domestic brands and responding to shifting consumer demand.

During her presentation, Alina Efimova assessed the share of SMEs in TV and radio, as well as outdoor and digital advertising, and provided insights into the integration of various media segments to build a brand step by step.

One viable brand promotion strategy is to place products on marketplaces first, to optimize the sales funnel. The next step is to integrate digital tools to drive further growth. Once distribution reaches 60%, businesses can incorporate broad-reach media channels—provided they are confident in the quality of their product.

Focusing on the social mission, Alina Efimova highlighted notable projects that address SMB issues: “Look At Us” (Znay Nashikh) on Autoradio, “Now I’m the Boss” (Teper Ya Boss), and “Tomboys Rule” (Patsanki Rulyat) on Friday!. Alina Efimova also spoke about an educational project launched by Gazprom-Media Sales House in partnership with SME Corporation and RACA.

Alina Efimova

Deputy CEO of Sales and Business Development, Gazprom-Media Sales House

Launch your businesses, monitor their growth, invest in media! Don’t shy away from broad-reach media channels if you realize that your business and distribution are ready for it.

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