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Media Topline - Blurb
Media Topline - Blurb
Media Topline - Blurb
Media Topline - Blurb
Media Topline - Blurb
Media Topline - Blurb
Media Topline - Blurb
Media Topline - Blurb
Media Topline - Blurb
Media Topline - Blurb
Media Topline - Blurb
Media Topline - Blurb
Media Topline - Blurb
Media Topline - Blurb
Media Topline - Blurb
Media Topline - Blurb
Media Topline - Blurb
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Media Topline - Blurb

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Media recommendations for Blurb

Media recommendations for Blurb

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  • 1. Topline Recommendation Digital Approach December, 2010 Gaby Escobar
  • 2. Planning Parameters Objective: • Create brand awareness within the young creative audience. • Generate costumer retention. Target Audience: Creative enthusiasts between the ages of 18 to 34 Dates: February to May 2011 Media Digital Approach:  Promote competition between students in the creative field by using Blurb platforms.  Connect with the young creative crowd by facilitating their professional goals.  Create a bond between the brand and the target
  • 3. Target Audience Young creative enthusiasts between 18 - 25 • 75% of young adults enjoy looking at pictures online and 38% enjoy reading blogs. • 51% of young adults between 18 – 24 enjoy taking risks and 34% stand out in a crowd. • This audience is the most eager to take advantage of free or inexpensive entertainment that can be found on the internet (e.g. YouTube). • They are also more likely to be open-minded risk takers and like the idea of unearthing new trends to share with friends. • Young adults often place greater value on innovative designs and concepts. Mintel’s survey indicates WOM campaigns are more likely to influence young adults than older Americans. • Family, friends and coworkers can have a significant influence on one’s decision-making, especially among young adults who have not already formed salient preferences in various product and service categories. Sources: Mintel’s Young Adult Leisure Trends - US - November 2009 Mintel’s Word of Mouth and Viral Marketing - US - April 2009
  • 4. Target Audience Young creative enthusiasts between 18 - 25 • Family, friends and coworkers can have a significant influence on one’s decision-making, especially among young adults who have not already formed salient preferences in various product and service categories. Sources: Mintel’s Young Adult Leisure Trends - US - November 2009 Mintel’s Word of Mouth and Viral Marketing - US - April 2009
  • 5. Target Audience Young creative enthusiasts between 18 - 25
  • 6. Target Audience Young creative enthusiasts between 18 - 25
  • 7. Competition • InfoTrends' most current estimates (November 2009) indicate that Shutterfly's market share is 31%, Kodak's is 32% and Snapfish's is approximately 17%. • Based on digital camera usage, the overall market is expected to grow significantly over the next few years. IDC forecasts that the Internet-to- mail segment will reach $1.9 billion in revenues by 2009, as more and more consumers are discovering online photo sharing and print services. • Main competitors are – Shutterfly, Kodak Gallery, Snapfish, LULU and other smaller companies offering self- publishing services or photo-book printing. InfoTrends is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry.
  • 8. Competition • Strong brand awareness. • 2006 • “Kodak Family” • “Easy to personalize and • Friend publishing solution • For anyone who want to be creative with your for writers who don’t make a creative intimate memories” want the hassle of an photo gift. • Digital photo storage editor or publishing • Focus on photobooks and company calendars but offers a • Photobooks (categories by occasion) and Videos. • Publishes a very wide range variety of products. of subject matter. Attractive prices and • Strong Social Media • Presence (Youtube • Print on demand for promotions. Channel, Twitter, Facebook, conventional books. • Paid photo storage. Blogs, Shutterfly Share) • No storage • Low product quality. • Strong search strategy. • International presence. • No profit for the author. • Profit for the author
  • 9. SWOT Analysis Strengths: Weaknesses -Currently Blurb is the only creative publishing -Limited awareness service that offers high quality bookstore books. -Not professional enough for writers -Opportunity to create profit with the Blurb -Not cheap or easy enough for general crowd Bookstore. -Easy to use software – Blurb Book Smart® and Bookify™ -Support from the Blurb community - Blurberati Blog and Blog Forums Opportunities Threats -According to a 2009 Market Report from -More and more Print on Demand solutions are FutureSource Consulting the photobook market value becoming available. will reach close to $540m US dollars by the end of 2010. -The Print on Demand market will continue to grow in about 20% next year. -More and more creative professionals are looking for an easy and affordable solution to publish.
  • 10. Media Approach blurb Promote Connect Bond
  • 11. Media Approach Connect Bond •Online presence in publications, specialized •Sponsor and participate blogs and long tail Promote in award shows in influencers. portfolio art schools. • YouTube Ads for • Partner with student or publishers related to the young professional area competitions • YouTube Channel with updated information and tips about the company • Twitter account dedicated to young creative professionals. •Advertise in long tail blogs related to the areas of graphic design, branding and illustration
  • 12. Media Strategy & Potential Partners Connect Brand presence in blogs Bond and sites that relate to Partner with art and the audience in a portfolio schools. Promote creative professional Partner with student or level. Focus on social media young professional and publishers attractive competitions. to the young creative audience
  • 13. Social Strategy Website Make your OWN BOOK! YouTube Channel Blog • Tips, events and • How to and event news testimonials Twitter Facebook App •Updates of sponsored •Notification of upload or events and videos. published books
  • 14. Media Plan Summary Portals and Local Content Specialized Search Content Keyword targeting Interest targeting Display Ads Contextual and Zip Code targeting Contextual and behavioral targeting Behavioral Event Profile Targeting
  • 15. Idea #1 • Format: Video Mini Series • Idea: “Your ideas generate cash” • Rationale: The young creative crowd is always willing to take risks and try new things, besides that they are in need of extra income. • Platforms: Social media and blogs. • Why this idea: The idea of generating profits is always appealing to this audience. The target doesn’t know that you can create money from a print on demand service like Blurb.
  • 16. Idea #2 • Format: Event and Academic competitions • Idea: “Blurb will make you famous” • Rationale: Young creative enthusiast are always looking for recognition and reassurance that they can make it in the real world. Blurb will offer them the shout out they need. • Platforms: Social media and blogs. • Why this idea: Because this will offer Blurb the exposure they need in the creative world.
  • 17. THANK YOU!

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