Showcase is business card any point of sale. It serves not only to attract more buyers, but also to create a certain image. If you see dirty windows, with stains and strange substances, you will probably assume that the store, boutique or office offers lower quality services.
That is why shop windows began to be decorated with inviting advertising - pictures, inscriptions and even flickering garlands all year round. We will tell you about all the features of advertising on windows and shop windows, and also lift the curtain, which will show how to properly apply images and care for them.
The main feature of advertising on shop windows is their durability. A good material must withstand any temperature changes, weather conditions, and treatment with household chemicals. As a rule, for the production of advertising, a durable self-adhesive film is used, which, moreover, should not come off for a long period.
They mainly use vinyl film - either glossy or matte. It all depends on the personal preferences of the owner of the outlet. For example, if you need to stick an image on the street, then most often a matte material is used so that the sun's rays are not reflected in the gloss. Advertising on windows (residential, retail outlets) is selected individually, depending on the location of the store, the curvature of the surface, the presence of corners and the quality of lighting.
Material for outdoor advertising varies. There is a film that can be easily removed and does not leave traces of glue on glass or plastic, and there are those that can be disposed of with working tools - a spatula, special chemicals, hot air. If you want to save money, you can make a one-sided image. This means that such outdoor advertising cannot be seen while indoors.
Entering a shopping center or wandering along a shopping alley, you will notice that every boutique, grocery store or coffee shop is literally full of bright images and inscriptions. All this is a marketing ploy that works for their success. In addition to the fact that outdoor advertising can be an excellent addition to the brand and style of a retail outlet, it can also attract the attention of new customers.
A beautiful and original image always catches the eye. To do this, you do not need to use fluorescent colors, which also glow in the dark with luminescence.
As mentioned above, the showcase is the business card of the store. And therefore, many marketers advise not to decorate windows with a useless picture, but to use it as an additional advertising stand. That's why, passing through shopping center, we already know that clothing and shoe boutiques are offering discounts, coffee shops are offering new promotions, and a small bread stall has started making excellent Cinnabons (popular cinnamon buns).
In order for the self-adhesive film to firmly “grab” the surface, it must first be cleaned and treated. In the worst case, the appearance of the application will be ruined: the corners will begin to peel off, and the coating itself will begin to “bubble,” deforming the image or inscription. To do this you will need:
There are two application methods, which are selected depending on the location of the display case and the presence of defects. It doesn’t matter where the advertising will be stuck - on the windows of the house, shop windows or glass walls of boutiques.
The dry method is more reliable than the wet method. If the surface has curvature and unevenness, then after a soap solution the film stops sticking, which makes it more difficult to shape the image. This problem is especially faced by those who want to decorate the corner of a display window with an inscription or a solid design. For the dry method, an industrial hair dryer is used, which literally melts the adhesive base and firmly fixes the film to the surface. In this case, you need to apply the image only to a dry surface, otherwise bubbles will begin to appear.
Vinyl film is applied to the surface after the display case is treated with a soap solution using a spray bottle. This method is ideal for large images that consist of several applications. Using the wet method, you can apply the film so that no bubbles are formed. But main feature method - the formation of a single structure from several parts.
To ensure that the image is complete and perfectly smooth, the vinyl film on a wet surface can be adjusted and leveled. In the wet method, as in the dry method, it is necessary to use a spatula, with which the surface is leveled, accumulated air is removed and the contours of the film are firmly secured. Thus, advertising on windows and shop windows will look neat.
The country's largest bank transferred the debts of Anatoly Livada's group to a "more agile structure"
As Realnoe Vremya learned, there has been a new turn in the proceedings between Sberbank and the Fon group of companies. The country's largest bank assigned her debt to a certain Moscow LLC SBK Steklo. We are talking about 1.3 billion rubles, which became the reason for initiating a bankruptcy case for one of the largest developers in Tatarstan.
Judicial castling
The other day Arbitration court The RT considered cases regarding the main defendants in the dispute between Sberbank and the structures of the Fon group of companies (Fon-Stroy LLC, Kazan LLC, Fon LLC, Brik-Stroy LLC). All processes took place one after another at half-hour intervals. The same pattern was repeated four times: the Sberbank lawyer petitioned to replace the plaintiff with a successor under the assignment agreement.
The court granted all the petitions - thus, now 1.3 billion of Fon’s debts will be collected by a certain LLC SBK Glass, located in Moscow.
At the same time, given the fact that the lawyer representing Fon supported the petition, we can conclude that the replacement of the plaintiff was, to one degree or another, agreed upon by the participants in the process. As far as Realnoe Vremya knows, negotiations on the terms of the settlement agreement are ongoing, their completion period is estimated at several months.
Almaz Akhmetshin: “In fact, many of the Fon houses simply need to be completed. If at least those projects that have already been started could be completed, the main burden would go away and people’s trust would return.”
How Anatoly Livada is saved
Let us remind you that Realnoe Vremya has been tracking all these echoes of the loud news from the very beginning. In 2014, the Fon Group of Companies of Anatoly Livada stopped servicing the Sberbank loan, after which the credit institution initiated a number of lawsuits, and subsequently bankruptcy proceedings. At the last moment, the bank slowed down the process, announcing that negotiations had begun on a settlement agreement.
Apparently, the administrative resource factor played a role here. As the Deputy Minister of Construction of the Republic of Tatarstan told our publication, the “Fon” problem was considered at the level of President Rustam Minnikhanov. It is clear that the republican authorities fear that in the event of the bankruptcy of a large developer, 3.5 thousand or even more “defrauded shareholders” may end up on the street. At the same time, the republican authorities asked Sberbank to meet Anatoly Livada’s group halfway. “The leadership of the republic would like Sberbank to support (the developer - approx. ed.) at this stage so that problems do not arise. In fact, for many houses the “Fon” simply needs to be completed. If at least those projects that have already been started could be completed, the main burden would go away and people’s trust would return,” Akhmetshin told our newspaper.
Alarming notes can already be traced: on July 4, shareholders of the Fon Group of Companies joined the meeting of shareholders of Zashchita and Mag-Stroy for the first time.
Thus, the Fon group is currently building 24 residential buildings, and 4.5 thousand contracts have been concluded with the organization. In principle, alarming notes can already be traced: for the first time, shareholders of the Fon Group of Companies joined the meeting of shareholders of Zashchita and Mag-Stroy.
Will they give a brick factory as collateral?
Representative of the Fon Group of Companies Liliya Lysenko, in response to a request to comment on the situation with the assignment of debt, said that the management is now in Moscow and she does not intend to disturb him until his return. The Sberbank press service also declined to comment until next week.
However, Realnoe Vremya suggested the possibility of Sberbank transferring its debt to its “daughter” in the person of. “This is a more flexible structure for debt restructuring, which is not under the control of the Central Bank and the Sberbank credit commission,” our sources noted.
According to the group of shareholders “Fon” on social networks, “a cession agreement was signed with Sberbank Capital, according to which the debts of “Fon” are being restructured for a certain number of years, and the Klyuchishchi Brick Plant is used as collateral to secure this agreement. According to Fon employees, the encumbrance on the land of the Symphony residential complex should be lifted on August 30, 2015. This will happen no earlier than October. Negotiations are underway with investors. Today, there is one option for investing separately in houses 5 and 6, as well as three options for investing in the entire complex (houses 5, 6 and 7 (Symphony residential complex). Negotiations on investment are underway with the same Sberbank Capital, AHML and others."
"Glass" lender
Here we need to recall the history of the emergence of such structures as Sberbank Capital among banks. They are a product of the 2008 crisis, when credit institutions unwillingly became developers, receiving pledged assets from bankrupt developers. So, Sber created subsidiary company“Sberbank Capital”, in VTB the structure “VTB-Development” appeared to manage collateral property, in “Alfa Bank” the company “A1” was involved in real estate assets. Some Tatarstan banks also had similar structures such as “debt centers”. Receiving non-core assets, banks were forced to sell these collaterals on a low market or bring them to a higher degree of readiness, complete them, and create their own development division. Thus, for example, according to market participants, Ak Bars Development has grown to its current size.
If we talk about federal banks, then VTB got 51% of Sistema-Hals, a controlling stake in the company DON-Stroy Invest, football club"Dynamo". During the last crisis, Sber acquired shares in Capital Group projects in Moscow City, the Crystal Towers business center of Coalco, and a small share in the Rublevo-Arkhangelskoye project. Alfa Bank received business centers on the street from the MIAN group. True, which were later sold.
According to information on the official website of Sberbank Capital, the company is implementing projects in the field of residential and commercial real estate, the fuel and energy industry, the development of the Russian transport system, etc.
If we turn, so to speak, to the “personality” of Fon’s new creditor, SBK Steklo LLC, then it is registered in Moscow. According to the Unified State Register of Legal Entities, SBK Steklo LLC was founded on March 3, 2014, sole founder is the company SBK Proekt, which in turn is wholly owned by Sberbank Capital LLC.
The official website of Sberbank Capital reports that the company is implementing projects in the field of residential and commercial real estate, the fuel and energy industry, coal industry, development of the Russian transport system.
I accept Sberbank debts
SBK Glass does not have a presence on the Internet, but it is known from open sources that the company also specializes in land and real estate transactions.
Despite the fact that SBK Steklo has existed for just over a year, it is already taking part in 21 processes, most of which are in one way or another related to debt obligations and Sberbank.
Apparently, the name of the company stands for “Sberbank-Capital Glass”, and it was created for a specific lender. The arbitration database contains information that SBK Steklo transferred 136 million rubles of debts to the Kaliningrad-based BalticPlazaGroup (specialized in leasing non-residential premises), 50 million from the Bunkovo Experimental Plant (specializing in the production of glass containers), and she is also involved in proceedings with the debts of another glass container manufacturer, Rasko, located in the Vladimir region. In addition, SBK Steklo took part in high-profile trials surrounding the Novgorod agro-industrial complex Rubezh, the head of which was eventually subjected to criminal prosecution.
In a word, apparently, Fon’s debt will still be restructured, but the question is hanging in the air on what conditions, what part of the developer’s assets can go to the creditor.
Transferring a company's debt from one bank to another does not equal debt restructuring, says independent financial consultant Tatyana Saprykina
Either violates or improves bank reporting
According to Tatyana Saprykina, an independent financial consultant, a bank assigns debts to a company that owes it in two main cases. Firstly, if he suspects that the company that owes him is violating the law in its activities, the bank may decide to transfer the debt to this company. For repeated violations of anti-money laundering legislation and other offenses, the bank may suffer serious damage.
Secondly, the debt is assigned if there is a tendency towards non-compliance with the bank’s main standard (N1.0), its minimum value established by the regulator is 10%. N1.0 is the capital adequacy standard, one of the most important indicators bank reliability. The standard characterizes the bank’s ability to repay possible financial losses at its own expense, without harming its clients. If the bank understands that by cleaning the loan portfolio it is possible to improve this standard, it does so.
“Transferring a company's debt from one bank to another does not amount to debt restructuring. The transfer of debt is not always carried out on terms favorable to the company, quite the opposite. In the case of debt transfer, the bank resolves only its own financial issues, so most likely only the bank has a benefit,” notes Saprykina.
Photo: Roman Khasaev, chelny-biz.ru, inforotor.ru, sbrf-capital.ru
Alexander Tretyakov, Anastasia Yuryeva, Arslan Minvaleev
Not long ago, a new type of advertising appeared in Russia, which allows you to earn money not only advertising companies, but also ordinary people, the windows of the apartments overlook the busy streets of the city. Such an innovation could not remain without the attention and detailed consideration of marketers, advertisers and enterprising businessmen.
The vast majority of marketing innovations and steps come to Russia from the West. If we talk about advertising on the windows of residential buildings, this idea comes from Holland, where it has been successfully practiced for several years. It was invented by two resourceful businessmen, who actually gave this type of advertising the name “Add my window.”
1. A huge amount of advertising in all its forms simply haunts people at every stage of life, so they simply began to ignore it and stopped noticing. This behavior of potential consumers is understandable, so marketers are constantly coming up with new ways to gain the attention of customers. Among the innovations that are practiced today in Russia and advertising business You can highlight street art (paintings on the ends of buildings), firewalls and “Add my window” advertising.
Advertising “Add my window” is not new in essence, but was not previously considered as promising direction. Today, it is a new trend, as it opens up new advertising spaces and allows ordinary people to make money from it.
A distinctive feature of the “Add my window” advertising is that it does not imply completely covering the window with a stretched banner, because it is impossible to live in such a room. The “Add my window” concept assumes that the advertising sheet is placed from the inside of the room, thereby maintaining an excellent appearance in all weather conditions. At the same time, the film that is glued to windows is made using a special technique that allows sunlight to pass through small perforations, without creating a transparent effect on the outside.
Thus, the owners of an apartment on the lower floors of busy city streets can count on replenishing their budget by providing their windows “for rent” to an advertising agency.
Many companies providing advertising services have embraced the “Add my window” idea with a bang. After all, it does not require any large expenses, and it will not be difficult to reach an agreement with window owners, because many would like to receive additional monthly income.
Also, do not forget that this type of advertising is not yet legal. That is, all billboards that stand on city streets receive permission from local authorities, but no one gave permission for advertising on city windows. Therefore, perhaps in the future businessmen will have problems with the authorities.
In any case, the idea of advertising on the windows of residential buildings is good both as an alternative to boring billboards and new way attract the attention of passersby. In addition, such advertising should not cause irritation among passers-by, but rather interest in something new and not yet boring. This is what we should take advantage of advertising agencies who are actively developing new types of advertising.
I love learning everything new, interesting and unusual. And also - wrap yourself in a warm blanket, take hot cocoa and tell you about the latest developments in the financial market, hot stories from the offices of bank consultants and other interesting things.
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