Lack of experience and knowledge in Spanish market</li></ul>Threats<br />Opportunities<br /><ul><li>CPA Model because it could increase costs significantly if they are successful
Spanish audience is skeptical of</li></ul>e-commerce<br /><ul><li> Some governments view this type of activity as a lottery which results in unfavorable tax situations and forces Pujalista out of these markets.
Cent bid sites have been gaining popularity in Europe in recent years
Action 1: Boost Brand Awareness and word of mouth<br />
Affiliate Marketing<br />Link Pujalista.com with these sites and will pay per click commissions to the sites. <br />
Viral Marketing<br />Develop a series of viral ads emphasizing the crisis in Spain using a variety of political, sports, and celebrity figures. Encourage viewers to use Pujalista.com to save money by bidding on products. <br />Doctor! I just go to Pujalista.com<br />Ninja! How are you going to face the crisis?<br />
Bluecasting<br /><ul><li>Use Bluetooth technology to promote football teams (Malaga or Getafe) merchandise during the games and take advantage of excitement
Place Bluetooth technology in high traffic consumer areas such as Gran Via, major soccer matches, metro stations, buses
Offline advertisement will be utilized to encourage users to turn on their Bluetooth</li></li></ul><li>Mobile SEM<br />Pujalista.com<br />Pujalista<br />
Advergames<br /><ul><li>Use pages such as Marca.com, As.com, Elpais.com, Elmundo.es, Estrelladigital.es, technorati.com, Pokeronline, Youtube.com, and other digital newspapers </li></ul>5 Pujasgratis<br />
Rich Media Text<br /><ul><li>Use rich media ads within the Pujalista website, in websites of interest, and via mobile to our target
Communicate the transparency and trust factor by explaining how the clock is reset when each user bids on an item and to explain the validity of these bids.
Similar to Microsoft Office Assistant</li></li></ul><li>Television<br /><ul><li>Use late night programs to advertise Pujalista (Buenafuente, El Hormiguero, El Sacapuntas, CaigaquienCaiga)
Create television game show based on Pujalista to be aired during late night segment
Run Pujalista commercials when Home Shopping Network, Sports programs are aired
Use football sportscasters to promote Pujalista during the matches </li></li></ul><li>RADIO<br /><ul><li>Promotion during sports programs and late night programs as: El Larguero
Promotion through second “category” radio stations: latin music programs….
40 Principales (to target wider audience)</li></li></ul><li>Press and Magazines<br /><ul><li>Sports press: As, Marca
“Interview”</li></li></ul><li>Action 2: Build Trust and Transparency<br />
Testimonials: “I just won an Executive Masters in Digital Marketing Program at Instituto de Empresa for only $2,000.” – Anita E. Dukation</li></li></ul><li>
Action 3: Maximize Digital Marketing Mix<br />
Promotional Mini-sites<br />Create mini-site to promote the use of mobile bidding and special promotions.<br />
Online and Mobile Coupons<br /><ul><li>Send coupons to mobile phones offering free “pujas” (bets) or buy 2 pujas (bets) get 1 free.
Online coupons through promotional mini sites.</li></ul>Buy 2 Pujas, Get One Free!<br />
Visitor Relationship Management<br />Interests of Pujalista Users<br />
Avatar profiling to create more transparency and credibility and emotional connection<br />AVATAR<br />
Instant messaging (peer to peer)<br />To entertain and build a sense of community<br />
Customized recommendations (personalization)<br />“You just won a Wii console”<br />“You might also be interested in the following items”:<br />
Player Rankings<br />Create different levels to categorize players<br /><ul><li>Junior Player: inexperienced, novice players who have not won many bids
Master player: someone who wins a lot and is active on the website.</li></li></ul><li>Other ideas<br /><ul><li>Coupons on the receipts in the local supermarkets
Place pujalista.com logo on sports, concert, and event tickets
Create advertisements to encourage users to turn on their Bluetooth at football matches, in metros, etc. </li></li></ul><li>Other ideas<br /><ul><li>Locutorios, Lottery, and Bars: Machines where you can bid or purchase bids
Flyers in mail boxes and apartment buildings</li></li></ul><li>Other ideas<br /><ul><li>Stop watch count down. Only 10 seconds left until your bid expires. Have you checked Pujalista.com lately? Turn on your mobile now!
“Pujas Doradas”(Golden Bets) in chips to target mass markets</li></ul>00:10<br />PujaDorada<br />