Behind the scene

How to achieve success by using social networks?

Posted by Suzana Milijašević Đurić on 10 June 2011 10:58 in Projects

Everyone talks about social networks. Many people have become real experts for marketing "from mouth to mouth" via the Internet (viral marketing) overnight, but at the same time, there are incredibly many people who doubt the efficiency of the social networks. And you are one of them. Yes, we know that's right.


We won't spill the pearls of wisdom on how important it is that you participate and how great results you can achieve, because many have described it very nicely before us. Invest some time, read some texts and learn how to use these new business skills.


It is hard to give a universal piece of advice on how to use popular networks such as Facebook, Twitter, LinkedIn and YouTube for business purpose and achieve success. That's why we have made a video about one successful, small entrepreneur and have described the ways he used and achieved the desired business results.



If you liked this example and if you recognized at least a part of your business situation in it, then you're ready to start off the journey on these unexplored oceans of marketing communications and find your hidden treasure. But, before you do that, follow these rules:


  • 1. Don't hesitate
    You must be thinking when is the right time for you to join the rising wave of communicating with ultimate consumers, clients via the social networks. Right now! Look back, because your competitor may have joined in already. And if he hasn't, be the first!

  • 2. There is no unique recipe
    There are so many social media experts and you still think which way is the right one for you! There is no unique solution! You are the creator of your own path. The way you choose for you is the best one.

  • 3. It doesn't have to be perfect
    Nothing in the world is perfect and it never will be. Hence, don't wait for all the pieces of a puzzle to fit. It will be late. Be sure that you will make mistakes, but don't worry. Just listen to the pulse of your consumers, clients, public opinion and be ready to learn from your mistakes.

  • 4. Be honest
    If you have ever hidden real information from public through other marketing activities, forget about that in social media. The falsehood will be revealed, and you will pay a high price fot that. It's better to admit some of your weaknesses, because it's human and tell that you want to fix them. People will understand you and even support you. Honesty pays off!

  • 5. Cherish your friends
    Don't start communication over social media if you're not ready to maintain it continually. Imagine that you have gained new friendship and have left a good impression, and then you don't say hello in the next six months. What will they think about you? At least that you're frivolous.

  • 6. You have no direct control
    Marketing managers are acustomed to or they at least make efforts to keep every activity under control. Marketing plans, strategies, estimates, expectations! Forget about that in social media. Here you can only work hard and monitor the results of your work. Not even the most sofisticated marketing tools will help you to precisely foresee the public reactions on some of your acts. You can only assume that they will be positive or negative, and sometimes not even that.

Don't be intimidated by the fact that you don't have the full control over the social media, i.e. over people. And when have you ever had? Take over the reins and start the journey. For start, you need time and a bit of effort and the rest will appear during the journey. Bon voyage!

Tags: social, media, networks, viral, youtube

Branding vs. junking

Posted by Suzana Milijašević Đurić on 22 September 2010 14:52 in Opinions

For April Fools' Day joke aimed at our colleague, we needed an unusual video clip from the YouTube so that we would have good reason to gather around a computer and loudly give comments on it. One of the colleagues found an amateur video of an amateur singer who originated in the Balkans and whose interpretation of an allegedly copyrighted song, I'm not sure would even be chosen for the example of the bad singing of some of the candidates for a star of some popular TV talent show programs. To spice the things up, the video was made in the USA, so the song was aimed at all "gastarbeiters" (or those who feel like one), who were leaving this area from time immemorial to work as a peon even across the pond.

April Fools' Day was over, the joke succeeded and we all forgot about this inessential event. But, one of our colleagues was following the rating of that video for the reasons only he knew, and was surprised by the popularity of it. Numerous comments and views spoke in favor of the growing popularity of the video. And that wouldn't be strange, speaking from the global point of view, since almost every day at least one "star" like the man from the video has his 5 minutes somewhere in the world.

But, as ill-luck would have it, the miracle happened! The same video was viewed all over Serbia (I'm not mentioning other Balkan countries, because they're not that important for this story) and charmed people so much that the singer got to Serbian print media. What's more, he got an official offer from the owner of a Serbian TV channel to participate in a popular TV show program. A rumor goes around that the singer was offered to give a concert in the USA for a considerable amount of money.

Now you're probably asking yourself: "Why are you writing about this stuff when we all know about this video? What's the point?" This story prompted me to think how much we, as marketing professionals who "studied something" (taken from a clip from YouTube) and dedicated our professional career to the improvement of the complex process of branding, are actually making a mistake or we're at the wrong place. Despite the fact that developed countries are thinking long and hard how to theoretically mold various practical methods for creating, maintaining and improving brands and thus, maybe one day, create a separate discipline named Branding, Serbia has a simple counter-response. Instead of branding, an unofficial method I would call "junking" is gaining in popularity in Serbia. We're the true masters of junking. I would even say we have so developed this discipline that it has nearly overpowered branding. Although "everybody" knows what is branding, almost nobody is using this "old-fashioned" discipline, because junking is much easier, simpler and widely applicable, and the above mentioned example just confirms its exceptional efficiency.

Therefore, I suggest our colleagues to hastily change over to specializing techniques for creating junk instead of brand, because otherwise we'll be left out of this trend and we won't be able to satisfy customers' expectations. What's even more interesting is the fact that this new discipline doesn't require special formal education in order to master it. Anyone can apply it, and better results of junking are evident with people without an academic education. As a result, I propose, dear marketing experts, to merge together and prove that we're also capable of mastering the skills of junking! By exporting knowledge or rather ignorance, maybe we'll finally succeed in Serbia's striving to distinguish itself in the world.

Tags: branding, junking

ella girls in Subotica

Posted by Aleksandar Jović on 22 June 2010 14:54 in Events

After several months of the exciting campaign, in the beautiful ambience of "Galleria" hotel in Subotica, on the June 12, 2010 we had organized the final of the contest "A sad, ti!" ("And now, you!"), the competition for ella face. The girls with the largest number of votes participated in the final, among more than 800 participants of the contest.

The girls had been arriving whole morning, and we had taken them to the hairdresser's where professional hairdressers and make-up artists took care of their looks. The final was held in near proximity of it, so we took the opportunity to show the girls the center of Subotica.

Everything was ready and the final could begin. But, one phone call surprised us and delighted us as well. Jelena, one of the participants who didn't show up, called us while she was in the bus. That wouldn't be strange if the bus hadn't been coming straight from Greece! Tremendous wish to participate had forced her to come to the final straight from a summer vacation. Not even making the hairstyle in the bus and putting on make-up on a break between driving wasn't problem to her. When the whole bus heard about the unusual event, passengers agreed not to make breaks anymore, so that the girl could come to the final on time.

The finalists of the “A sad, ti!” contest for ella face

Jelena's wish came true, she arrived right before the beginning of the final and she participated! The program was hosted by Ana Pendić, popular TV personality. Zorana Vinčić, the winner of the contest, won a romantic trip to Paris, and the top 5 girls won the shooting for photo book and they can expect new meeting with us!



Tags: ella, contest, girls, YouTube

"Feshta" in the center of the town

Posted by Srđan Simijanović on 20 June 2010 10:19 in Projects

Several days after the shooting of the TV spot with knights and landladies, we came back from the Middle Ages to the urban environment to shoot the second TV spot. About a hundred young people had to be found, extras which would dance, run, walk and jump. The announcement for the TV spot and the news about the casting spread across the town promptly. Several SMS messages and posts on our Facebook profiles were enough to attract more than a hundred extras!

Technical equipment, actors and extras were on the shooting scene at a prearranged time. Weather conditions weren't really in our favor, it was chilly, it was raining all the time, and the wind was constantly blowing. The irony is that we needed a summer day - the sun, summer clothing, an outdoor café, smiling people running along the street and a park! Since there were no indications that the weather will improve, after consultations we decided to postpone the shooting in the park and in the street, and shoot the scene in the indoor fountain that day. The extras gathered round the fountain, the leading actors, Milan Kalinić and Andrija Milošević, as well as the whole crew, were ready. DJ started playing music. The party could begin!

Over the hundred people danced in and round the fountain. It was the party as seen in movies! The scenes and photos that we got thrilled us with the positive energy.


The party in the fountain

For the second day of the shooting, a street in the center of the town had to be closed for the traffic, parked vehicles had to be removed and regulate access for pedestrians. We had only two days to get all permissions. Who is familiar with the situation in Subotica would only smile expressing disbelief. But we had proved that everything's possible! But let's keep it secret how we had coped with the situation and how we had made it. ;)

We were ready for the second day of shooting. It was a sunny day, just as we had in mind. The shooting went in positive atmosphere. In Subotica, the town which has a reputation of being quiet and peaceful, an event with lots of young people running across the town was something that attracted people's attention. In the breaks between the shooting, the people who participated in making of the TV spot had the chance to take a photo with their favorite TV personalities.

Blocking the traffic in the center of the town, a park full with technical equipment, make-up artists, hairdressers, the police, chasing in the park, a tow truck, coordination of more than a hundred extras, a couple on the bench, girls on the Vespa, a greengrocer, a café, Milan Kalinić and Andrija Milošević, are just some of the interesting details from the shooting. And what came out of this... Of course, "Feshta" (party)!


Young people following Milan Kalinić



Tags: Feshta, TV spot, YouTube

This is the time of Knightly Games

Posted by Natalija Skakić on 18 June 2010 01:00 in Projects

If you think that the time of chivalry has gone, you are wrong. And you're not the only one.

Our fellow-citizens, inhabitants of joint yard in which is also the hair salon where we did various magic, were very surprised when one morning, coming out on their balconies in search of fresh morning air, they actually saw a bunch of cheerful knights. Young, buxom, ample bosom landladies were in their company. All this was the preparation for shooting a TV spot. But, let's start from the beginning...

The time for shooting the TV spot had been approaching. Actors had to be found. Easy, someone would say, but it's not that simple. For the role of knights, we needed tall, burly guys with long hair, beard and mustaches. What didn't we do to find them?! We asked acquaintances, acquaintances' acquaintances, searched among the friends on the Facebook, we even waylaid some people on the street on several occasions! We had found one "knight" by memory that there used to be a guy in some agency who met our requirements! The pursuit of "waitresses" with required "attributes" was especially pleasant for the male members of the crew. ;) God knows how many basements had we visited in order to find the right place for shooting! As children, we often wondered what's behind those tiny, little windows in old buildings in the center of the town. This was the great opportunity to find out.


A detail from shooting of TV spot for Pehar juices


The day for the shooting had come. The yard of one building in the center of Subotica which we had picked out was crowded with knights, landladies, technical equipment, and people rushing in order to everything goes according to plan. Since everything was already planned, the shooting of the TV spot went without any difficulties, so we had time for hanging out and photo session. Almost all the members of the crew grabbed the chance to take a photo of them with interesting figures from the Middle Ages! That day, even leading actors of the TV spot, famous TV personalities Milan Kalinić and Andrija Milošević were in the mood. During the shooting, many comic and unplanned situations that had happened were caught on camera, and some were even inserted in the spot afterwards!

The Middle Ages, torches, the inn, the knights in shining armors, swords, a goblet, a soccer ball... What came out of this, check out in the video.



Tags: Pehar, knights, soccer, TV spot, YouTube

Little things for a big smile

Posted by Sanja Čulović on 17 June 2010 12:17 in Events

The PRO VOX team had visited people with developmental disability who were on that sunny day on an excursion to "Esperanca" grange near Subotica. In other words, those children are trapped in adult man's body.


Along with other things, we had delighted them with a professional soccer ball. The inspiration to our gift was the current World Cup since we were sure that our new friends will from time to time imitate their soccer heroes.


It takes so little to make people happy


It takes so little to make people happy! They had taken the ball and right away demonstrated us how they play in the field. We had talked with Danijela Andrašić, the coordinator of daily stay for people with disabilities, about current challenges. She had explained us how attention meant a lot to them, and we had personally made sure how open-hearted and honest they are. They had all left a positive impression on us.


Tags: children, soccer

77th International Agricultural Fair in Novi Sad

Posted by Natalija Skakić on 16 May 2010 17:21 in Events

Fairs are ideal chance to get the first-hand information about the situation and events in the economy, without a mask. The leitmotiv of this fair was the economic crisis. Totally unexpected, right? All the people who see the crisis as a chance which has to be taken are on the right track. Those who use it as an excuse for their bad business wouldn't have done it better even in other circumstances, said Philip Kotler, prominent expert in the field of marketing.

But let's put aside all the grievance and negative effects caused by the economic crisis and bad situation in the economy. What's positive in this story is that we had an opportunity to talk with significant entrepreneurs, who are aware of the situation in the economy, identified with the destiny of their own companies and fully enterprising in terms of further actions. And that's exactly what we're looking for! Innovative, creative and persistent people who will put the economy on the right track and insure further prosperity of our country. Those same people provided hospitality and listened to us carefully and with interest.

We took very good impressions from the Fair and gained new business partners with whom well build success in the near future.


Tags: fair

Good old tow

Posted by Srđan Simijanović on 07 May 2010 13:55 in Projects

Making of the film for Faculty of Economics from Subotica, Serbia was already in progress. It was necessary to shoot some scenes at Palić while the camera was on the vessel. One of the girls from the video was sitting on the popular "lover's bench", while a two-member team took Oxon (a craft on the water). The wind was relentless, and the Oxon was slowly gliding over the lake towards the destination. We shot enough scenes and went back upwind. To our astonishment, the engines stopped working. While we were shouting for help, the wind was slowly taking us in the opposite direction. We could see from the distance that help was on its way, but we laughed our heads off when we realized that those were actually two workers on a pedal boat who thought they could have helped us. It took us more than half an hour to reach the desired destination, partly because of the wind, and partly because of the load we were dragging. Our girl from the video perpetuated this moment, so you can see this situation on the photo.


Detail from the filming of the promotional ad for Faculty of Economics in Subotica, Serbia


The film had its premiere on the May 17, 2010 and it marked the 50th anniversary of Faculty of Economics in Subotica.



Tags: promotion, TV spot, YouTube

We've launched our new website!

Posted by Radomir Đurić on 23 April 2010 14:33 in Announcements

It is our pleasure to announce that our new website has been launched! We want to be significantly more informative than before, content will be added and refreshed more frequently, and we expanded functionalities of the website.

In the Services section you will find out what we, actually, do. We know that some of you aren't familiar enough with the subject of strategic marketing, so we expended effort to bring it closer to you through the services we provide.

The Portfolio section presents our most significant works. You can find here our projects from 1997 till today. From now on, you can expect our works will be presented appropriately and in due time.

In the About section, find out more about the PRO VOX team and our work style.

If you wish to contact us, you can do it via Contact page.

Last but not least, there is a Blog page. Our serious work is occasionally followed by less serious situations. Right on this page you can read about those situations, our thoughts, news about PRO VOX and other information.

We hope you like our new website. Of course, the work with the website is never done, so we expect you'll help us make it better.

And now, explore our website! :)


Tags: website

Impressions from the construction fair in Belgrade

Posted by Natalija Skakić on 16 April 2010 18:10 in Opinions

We attended SEEBBE International Construction Fair which was held in Belgrade, from 13th to 17th April this year. This fair event represents a meeting place for more than a thousand exhibitors from 30 countries of Europe and Asia.

While we were walking through exhibition halls, we got many leaflets, brochures and other promotional materials. We got the impression that everybody wanted to cooperate with us, watching us as potential investors who are interested in buying their isolation, tiles, windows, doors, elevators, whatever! When we offered them our strategic marketing services, they immediately looked upon us differently.

Unfortunately, Serbia hasn't yet reached the level where there is a craftsman specialized in one particular craft and doing it perfectly. Instead, our craftsmen know how to fix just everything, even hybrid cars, even if they have never seen them. Of course, there are exceptions, but oh Lord, you can't claim that you have a great "guy who does your marketing" if on a gaudy flyer (which persistently explains that there are many varieties of colors and dimensions of products) you don't have company's residence!

Still, we came home with a smile and hope that we influenced people at least a bit while we talked with them. Maybe one of them might say: "Wait, what agency were that nice girl and a guy who gave us marketing lesson from? They mentioned some integrated marketing communications, branding! Where's the brochure they gave us? Maybe that's not bad after all! Let's give them a call, talk to them, they had a great accent!


Tags: fair

Little elves making a giant cap

Posted by Natalija Skakić on 15 April 2010 14:20 in Projects

PRO VOX is a happy, little family. We are all here for each other, through thick and thin. Selfless support and sacrifice are just some of the virtues we possess and we are proud of. In addition, here's a very unusual story.

In business we do, unexpected circumstances and new situations which demand quick reaction are frequent and most often they catch you in a moment when you least expect. For instance, while you wait at the bus stop for a bus to take you home, as in my case. And then your cell phone rings. The boss? You answer the call, expecting she calls to hear the summary of the workday she wasn't at, but no! She told me about the client's new request for making a giant winter cap which had to be displayed on the booth on the construction fair the next day. We only had few hours to complete the job. Phone calls to colleagues who also went home followed, we had to buy necessary material, and organize the action! The colleague's cooperation wasn't missing, so we managed in short period of time to gather and organize ourselves.

And so, little PRO VOX elves worked hard all night, imagining they were on the beach of some exotic island drinking cocktails (instead of coffee that we drank in huge quantities to stay awake). We cheered ourselves up (because motivation and stamina may betray) and enjoyed the break of dawn.

However, the job was completed in due time. We all went home to sleep pleased we've done the job properly, but we couldn't be happier when we were told that the client was very satisfied. After all, the client always comes first, right?


Mali patuljci prave ogromnu kapu


Tags: fair

Contest for ella face = girls everywhere!

Posted by Srđan Simijanović on 14 April 2010 16:50 in Projects

The promotion of the contest for "ella" face called "And now, you!" was held from 9th to 11th April 2010 and that's when the contest has officially started. Beautiful girls were arriving, and our job was to register and take photos of them for the contest. We came upon this idea 5 months ago when we were thinking how to promote "ella" brand and "ella" Facebook page even better. Those three days were just the beginning of the "torture" for the guys from PRO VOX team because by propositions of the contest girls were further able to send pictures themselves. By propositions, the pictures shouldn't be improper. Hm, let's just say not all the girls read this instruction... :)


The contest for "ella" face has achieved great success in just a few days and the number of fans of "ella" Facebook page has started to exponentially rise.


Izbor za ella lice


Tags: ella, promotion

Photo session with Natalija Raičević

Posted by Suzana Milijašević Đurić on 12 April 2010 10:15 in Projects

The contest for the "ella" face is the most recent action we are carrying out for the purpose of promoting this brand, and we have chosen our fellow-citizen, ballerina Natalija Raičevć, for the new face of the action. Of course, we needed the photos of her for this campaign.

Our long-time associate, well-known photographer Verko Ignjatovć, has gladly responded to our invitation for collaboration. A few days before the arranged time of photo session, our colleagues wore their soles away visiting magnificent old buildings in the center of Subotica, but eventually we've chosen several most impressive locations.

The team on the shooting was great! :) Relaxed, with lots of laugh, we made fantastic photos. I hope the director of the art gallery "Likovni susret" won't get angry because at one moment we had moved a hundred-year-old piano so that our model, Natalija, could be photographed on it.



Natalija Raičević i ekipa sa fotografisanja


If we leave out rainy weather, and the possibility to brawl with the owner of one of the buildings (because he thought we trespassed on his property), that day was absolutely creative. It's true that it took a bit longer than usual for our hairdresser to make a hairstyle for Natalija, while the rest of the crew sat on cold steps waiting for the "star" to be ready, but the make-up artist had done a great job!

I think that even Natalija's best friends were pleasantly surprised by her looks on the photos. Anyway, PRO VOX team atmosphere is something that must be experienced. Describing it is just a pale shadow of reality.


Tags: ella, foto session

TV commercial "The right to smile"

Posted by Suzana Milijašević Đurić on 30 March 2010 21:07 in Projects

Every shooting has its little secrets that are never seen. This time an interesting situation had happened, too.

Our colleague producer had at one moment shouted "STOP" and everybody had wondered why. He said a little girl was missing, so he was accused of being a perfectionist and told that no one will notice that one girl is missing in the shot. He replied: "No, she isn't missing in the shot! She's lost! Her teacher has just told me." Everybody began searching and she was found in the toilette where she was locked for 15 minutes. The door got stuck, and she didn't know how to get out.

By the way, kids were really great and it was a pleasure to work with them. They were funny and obedient. It seemed that some of them might be top actors since they were already showing a great talent. They just have to be hardworking and success will certainly come. Some kids were simply fascinated with the camera, so they chased our crew in the breaks between shootings.

Our young celebrities were fair and correct too, although most of them were in a great rush. Their absence was later covered up by different shooting angles. Anyway, we are grateful for their time and participation in the action to help children. On the whole, voluntary atmosphere on the set was very pleasant and it's kind of nice when everybody work without being paid, there's no usual pressure. It was interesting to watch how athletes, singers, hosts and actors reacted differently on the same situations on the shooting. It's been really amusing. :)



Tags: TV spot, children, YouTube

Getting ready for the Guinness World Record

Posted by Srđan Simijanović on 28 March 2010 17:22 in Events

Setting the Guinness world record carried lots of remarkable experiences. We were in a position to have a conversation with different kind of people, visit many institutions, even international giants. Organization of this kind of event depended on numerous activities for which few people would believe had to be done.

We interviewed lots of people in terms of their expectations and willingness of an average passer-by to take action, we consulted experts in psychology and mass control, struggled to get umbrellas... One of the easy assignments was watching the shadow from the City Hall tower. Yes, you got it right! We got the keys of the balcony, bought milkshake at McDonald's and went to perform the task. The shadow began to move, and we were observing how quick it passed over the Subotica's central square.


Senka Gradske kuće


During this "hard" work, we called our girlfriends and told them what we were doing and how "hard" was on the job. I won't comment on what they had replied to us. :) After hour and a half, we just wrote down our observations and continued with further duties.

That day, we visited all buildings around the City Hall and took pictures by which we could plan further activities.


Tags: Guinness, ella