Media Topline - Blurb

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Media recommendations for Blurb

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Media Topline - Blurb

  1. 1. Topline Recommendation Digital Approach December, 2010 Gaby Escobar
  2. 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. 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. 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. 5. Target Audience Young creative enthusiasts between 18 - 25
  6. 6. Target Audience Young creative enthusiasts between 18 - 25
  7. 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. 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. 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. 10. Media Approach blurb Promote Connect Bond
  11. 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. 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. 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. 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. 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. 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. 17. THANK YOU!

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