Why Does This Kind Of Marketing Work On Russians?


by on Dec 10th, 2010

In the back of my head, I keep an ever-growing list of marketing terms that appears to work on Eastern Europeans. These are terms you’ve seen proliferating on signs, billboards, newspaper ads and just about everywhere else since the neighborhood’s demographics shifted over the past two decades.

They’re words like luxury, gourmet, royal and premium. And, in our neighborhood, they’re more often slapped onto things that are so obviously… not… luxurious.

Well, I saw this ad on Avenue Z and East 13th Street for Transaero Airlines, which offers “Imperial” class service to Moscow. But there’s nothing particularly imperial about it. In fact, it looks like an example of Soviet utilitarian marketing, designed by the most talentless 4th grader they could afford.

But back to the terminology.

This kind of marketing – to the outside observer – suggests that every Russian in our neighborhood is obsessed with the appearance of luxury and elitism. Now, I know well-enough that that ain’t true.

But the marketing continues, so Royal Sheepshead Bites – the most luxurious news blog of gourmet information served at a premium to only the most imperial-class of readers – is asking if our Russian readers would like to give some insight into this phenomenon.

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  • Vfurman24

    Being from an intelligent Russian family I can tell you that this kind of marketing absolutely works.

    • http://pulse.yahoo.com/_CIXKMWVRUVBKQ4CT75NB5BAEBU Death

      “Intelligent Russian Family” You mean there are different Levels? And here i thought we are All created Equal.

      Go Figure……

      • Kon

        It is a corruption gradient. The more corruption 1 family can get away, the more intelligent that family is considered. Would you like me to make a line graph demonstrating the “Russian Family Intelligence/Corruption” curve?

        • Anonymous

          Yes please.

  • Jamesforsyth

    I’m not Russian, but would like to comment.

    Everyone tries to market their goods or services. This is simply an example of that.

    There is a large community for them to tap here, and they would be remiss if they didn’t try to do that. Don’t see anything out of the ordinary.

    Everything is promoted as being “luxury.” Even sleezy apartments.

    • http://www.facebook.com/KGBStyle Ruslan Palankerin

      nicely said.

  • http://www.flickr.com/knightmare6 Knightmare6

    It’s a game of one-ups-manship, “Oh, you got the newest model _____!”

  • Whwsailboat

    Interesting subject. But what does “feel ther difference” mean? Do they keep the windows open in the airplane?

    • Jamesforsyth

      A few years ago, I was on a flight to New Orleans when a woman told the flight attendant she did not want the window seat she was assigned because she did not want the air to mess up her hair. Go figure.

      • LB

        Was she blonde, perchance?

  • http://pulse.yahoo.com/_CIXKMWVRUVBKQ4CT75NB5BAEBU Death

    I just want to point out….

    Does anyone know how long it takes to Fly to Moscow…. about 10 Hours…. Wouldn’t you want to know That the 747 Boeing your going to be flying on is Luxurious, i mean 10 hours…. Its a PAIN trust me….

    Not to mention they have Imperial and Premium Classes!! thats like 1st Class Plus a Backrub!! LOL

    • Anonymous

      I want a rub and tug

  • Imperial russian

    Why is it okay when JetBlue markets their premium planes or seats and not okay for a russian airline to dot he same thing. The russians like words such as “royal” and non-russian like “premium” or “luxurious”. Its simply a strategy which is geared toward a particular market.

    I have actually flown Transaero airlines within russian back in time when they were not making transatlantic flights. In comparison with other russian airlines, such as aeroflot, their planes, food and service was far superior. they offered better food selection, better seats, and more courteous flight attendants. From that perspective, their service is totally imperial in comparison with aeroflot.

  • Eugene5786

    I despise advertising like this. I’m russian, live in sheepshead bay and I have very little of anything. Signs like these tend to make me think that everyone around me is doing better.

    • http://pulse.yahoo.com/_E3AGBM3LLOSWHJFDLKVAZUK2AM Anilop Kin

      Not to add class envy to the fray or anything, right?

    • mishka

      I didn’t see this sign on Sheepshead bay, I noticed it in Midtown Manhattan, close to Credit Suisse. Go figure.

  • brooklyntaxi

    The advertising absolutely works. But it has nothing to do with these people being pompous pretentious elitists. Though a lot of them are. Since the fall of the Soviet Union many eastern European’s came to America to find a better life and they did. They worked really hard and succeeded they made a lot of money and became wealthier at rates they couldn’t dream of in Russia. They never knew of televisions or cars or nice clothing because the country was closed off to the rest of the world. Now they can afford to buy nice things and spend money like they might lose it tomorrow because that’s the attitude they brought over from their old regime.
    Russians are still getting accustomed to newly acquired wealth and freedom to spend.
    Does it mean that they should drive an orange lambo on shitty ny streets or spend 400 dollars on bottle service at a crappy Brooklyn lounge or have a Gucci shirt that says its Gucci for all too see in big gold letters so you know they spent 400 dollars on it when really they got it at century for 200. No I don’t think so. I hate the attitude but I can at least understand them. If you grew up in a government rationed tenement with food rations and no tv, maybe you too would buy a castle on Manhattan beach and drive a Bentley.

  • http://www.njluxurymotors.com Arthur Borko

    You all know I come from a Russian family and from observing them, and my extended family and all their friends and people they do business with and so forth I think I can attest to the fact that this advertising works.

    Look, Russians are vain people, the appearance of wealth is almost more important then actually having it. Appearing wealthier then you actually are really matters to a lot of them. Personally I think its a direct result of the abject poverty many Russians lived in the last century. It’s a subconscious thing that most aren’t even aware of but it’s there.

    So what though? It’s not a bad thing to like nice things and to want to appear nicer then you are. Everyone is guilty of that from time to time, so it’s more pronounced among this bit of population. It’s not that big a deal nor is it that insulting.

    • Gene

      sorry to hear that your family is vain and that the only russians you came across were as well,.. but i assure you that there are plenty that aren’t, and you making that statement just shows you charachter…. do you also think all jews are cheap,.. and all puerto ricans steal… etc etc etc…

      • http://www.njluxurymotors.com Arthur Borko

        Yep, all Jews are cheap, secular ones have more of a sense of humor
        about it. The Hasidics are far cheaper! Bastards never tip!

        Puerto Ricans thieves? Nope, never got that impression.

        Listen stereotypes would’t exist if they weren’t parially true. They
        are borne from observations and experience before becoming part of
        society. It’s just a generality supported by statistics and doesn’t
        apply to individuals…

  • Anonymous

    haha! i dont think that most russians living on sheepshead bay know what imperial and premium would even mean. this advertisement is not targeting the russians even though destinations happen to be in russia. if this would be an advertisement for the russian community it would have a semi nude, blond haired and blue eyed girl with rock hard nipples, AND it would be in russian.

    • Secretpresident

      Applegreen, you have totally twisted image of Russian speaking community. I think this advertising works because everybody likes feeling special (royal service, premium, elite, super, etc.)

      • Anonymous

        as a member of the russian community, i disagree that my point of view on russians is warped. having watched enough of russian tv,having had otb friends, and working every single goddamned day with russians, makes me very very aware of their culture and manners.
        you r correct though that everyone likes feeling special, its just the russian advertising for russians, involves barely clothed women, labels (ie gucci, versace, etc) for pretty much everything.

    • http://www.nedberke.com Ned Berke

      “if this would be an advertisement for the russian community it would have a semi nude, blond haired and blue eyed girl with rock hard nipples.”

      Eh… that’s what would work on me, and I’m not Russian. Now, please excuse me while I go put on my Axe Body Spray and wash all my American Apparel clothing…

      • mishka

        With all the respect, I didn’t get what is the problem you are trying to explore? (((

  • Anonymous

    Luxury huh? The Boeing 747 was first flown in 1969. The 400 version means that they pack 400 people into a plane that was originally designed for 200. Luxury my ass.

  • they need better focus groups

    When I read this ad (it’s on my block) I thought they meant, “feel the difference” of how much worse it is back there, and appreciate how good you have it here. In my experience — and from reading the comments here — the old country is not idolized. People are aware of how bad they had it over there. So I was confused by this advertising. It certainly would not work on me. I thought it was an example of what advertisers THINK would work on the Russian population. And most Russians who read it, at least those from my family, would be on to them. “I know what trick you’re trying to pull on me and it’s not working.”

  • Anonymous

    When I see Imperial all that comes to mind is crab meat. Yummmmmmy.

    • Anonymous

      Matter of fact, same goes for Premium.

    • http://www.njluxurymotors.com Arthur Borko

      The only thing that comes to mind when Imperial is mentioned to me is a Galaxy Far Far Away…

  • Sheepisright

    Pedestrian post by a pedestrian blogger.

    I would suggest you broaden your horizons a bit and see that this form of advertising does not begin and end with the Russian community. Red-blooded Americans, you know, the kind that think they are somehow distinct from the newcomers who now call the armpit of Brooklyn known as Sheepshead Bay home, are being marketed to in the same fashion.

    How about a post with a Newport billboard innocently wondering, “Why does this kind of marketing work on black people?”

    Perhaps one showing a hunched over, hooked nose Jew with bags of money with the query, “Why did this kind of marketing work on Germans after the fall of the Weimar Republic?”

    • http://www.nedberke.com Ned Berke

      “Pedestrian post by a pedestrian blogger.” – It’s true! I don’t drive. I walk everywhere I can.

      Sir, there are entire fields of study dedicated to wondering why marketing works on certain demographics. Marketing is inherently a field based on cultural assumptions and stereotypes, and it’s worth wondering why certain trends are successful while others aren’t. There have already been several responses from people from various backgrounds here about why this marketing appears to work in this area – or at least work often enough that it keeps being done.

      A lot of those answers have focused on the experiences Eastern Europeans (especially the Jewry) had under Soviet rule, mostly looking at the hardship they faced and how their property was stripped away from them. Many other peoples, though, who faced similar persecutions went on to feel displays of wealth only made them targets in whatever new culture they lived in.

      That does, in my mind, make the situation here seem a little more unique. It also seems unique to me based on the prevalence of these adjectives used on things that are counterintuitive.

      I get marketing for Coach and Gucci and all that crap as luxury. Everyone seems to fall for that, regardless of cultural background. But luxury dentists? Luxury day cares?

      It’s not a judgement. I don’t care that it works, and I don’t presume to know anything about the people it does or doesn’t work on. That’s why I want to hear what the crowd’s got to say.

      Sorry if you’re offended, but it sounds to me like you’re preoccupied with something else, maybe those “red-blooded Americans,” you know, the kind that live in armpits.

      • http://www.flickr.com/photos/lisanne001 Lisanne!

        Personally, I think that anyone who calls Sheepshead Bay an armpit should be prevented from gong past King Highway. For his own protection, of course.

  • Anonymous

    who says it works? When I see something like this I just laugh

  • http://www.facebook.com/KGBStyle Ruslan Palankerin

    There flight schedule only goes up to March 2011… I wouldn’t mind a price quote for July or August Imperial seating.

  • Victor O

    I believe that the roots of this phenomenon lie in poor Soviet past, when American jeans and bubble gum were considered luxury and anyone who owned such things looked “royal” and “premium” to others. Possession of similar obects of envy, not necessarly of Western origin, by a limited amount of more priveleged citizens, caused the terrible feeling of inferiority in others, urging them to get the “luxurious” goods by any means, spending their last rubels, just to look on a par with the “royalty”. Besides jeans and gum, there was a great demand for and limited supply of cars, furs, furniture and food delicacies, and few had access to nice apartments, restaurants and discos – basically everything that carries the label of “luxury” in Sheepshead Bay. It gave rise to the social phenomenon of materialism, which over the years became engrained in Russians and come to be the part of their culture. It explains, why most of the Russian people seem vain and why they like to call such trivial things, which are now affordable to most of them, “luxurious”. Therefore, the above ad and other signs in Sheepshead Bay is just a marketing move, intetional or not, that exploits the native human weaknesses of the majority of Russian population.

    • Andy

      bravo, you nailed it!

  • Russian_AK47

    in russia sign tell you what to do