2. Background
• Romika is conceived as a brand for a senior target. Like a confort
classic shoes.
• It’s necessary to open market share.
• These communications tools will be directed to a target between 30-
55 years.
• The needs of the public has been changed.
• Nowadays, people try to be young forever and also they live more
years. This is important to be considered.
• For these reasons, we will try to transform the image of the brand.
3. Background
• Josef Seibel is unknown in Spain.
• The main objective is communicate the image of the brand, also the
products and the philosophy.
• Through, advertise, web page, press release, social network etc.
• We are going to join forces with Romika to achieve the same public.
• Romika target is also suitable for Josef Seibel.
4. Actions
• Create two URL’s one for each brand.
• We have already these:
-Romikashoes.es
-Josefseibel.es
The main objective is create a showcase, not to mail order shopping,
only like a catalogue. Where people can get the information about
the products and to consult about prices and places to buy the
shoes.
5. • The structure of the Web page should be equal to the platform:
http://www.romikashop.de/
• But only the presentation of the products, as seen in the links:
http://www.romikashop.de/damenschuhe/
http://www.romikashop.de/herrenschuhe/
http://www.romikashop.de/kinderschuhe/
In case of don’t have some model, we can offer our payment platform:
www.espaciopiessanos.com
We can do delivery from our stock , if we don’t have a model, we will
ask to Germany to make the delivery to costumer. But this is only in
case of don’t have available some model.
These web page are to be considered as a local way.
http://www.romikashop.es / http://www.josefseibel.es
6. • Josef Seibel web should be integrated with Romika web, because in
Spain Romika is known. Even Josef Seibel has his own web page.
• That’s mean: two corporates pages for each brand, with their
catalogue but with same web structure.
• Costs of this platform would be around 2000€. Plus maintenance in
the server and the domains that can be around 100 € per month.
7.
8. • Why Social Media:
• The most effective way of getting users attention OR To reach
online people.
• People tend to take part in online conversations and are happy to
communicate with brands.
• The information found on the Social Web can be genuinely
interesting and quite informative when applied to a business.
10. • Audience: Facebook has about 400,000 Spanish users and 64
millions all over the world. But, this figure will be grow in a few years.
• Demography: It seems that social networks is only used for young
people, but nowadays there so many people between 25 and 34
years using Facebook, even above 34. This target has a medium-
high purchasing power. This is interesting for many products,
services and companies.
11. • Conversation. The brands and companies have to talk with their
customers, Facebook is used as a very useful instrument to create
strong relationships. These advertising methods are fresh and
honest. The traditional costumer has changed.
• Message and useful: Facebook provides the necessary tools for
companies to create a communication environment where
companies can interact with users and measuring their results.
12. • In conclusion, Facebook will be useful for companies that want to
be in contact with their costumers and try to maintain a more
personal relationship. The new audience is young, dinamic and
have a lot of information about our products, company etc. We have
to be in the same level with them.
13. 1. Start with the Goals:
• Increase brand awareness
• Build authority
• Learn more about your target audience
• Gain inbound links
• Educate and inform customers
• Improve customer service
• Monitor brand reputation
• Reach new channels of customers.
• Customers Testimonials
• Direct connection between customer & the company
• Generate leads & drive sales.
14. 2. Create a Strategy Based on Research:
• Determining if your target audience is online
• Examining the successes and failures of other social media
campaigns
• Creating realistic timelines
• How to measure the results
15. 3. Actual path:
• Building Relationships
• Creating a Schedule
• Staying the Course
• Measuring the Results
• Making the Right Tweaks
16. 4. Put into Practices: Mix of content you intend to create, and build work
flow around it.
Actions:
• Create a fanpage in Facebook
• Write/Read a blog
• Share a Photo, Video
• Bookmark a WebPage
• Post a Question OR Start a Poll
• Give replies to asked questions OR participate into other’s Poll
• Add a Comment
• Write a review
• Subscribe to a Website
• Being everyone, not only in your own domain
• Create a twitter account
17. 5. Measurement:
• Reader comments
• RSS Subscribers
• Twitter Followers
• Facebook Fans
• Click Throughs
• Diggs
• Stumbles
• Podcast Subscribers
• Search Results
• Links
• Impressions
• And last but not the least Analytics.
22. The importance of being in press
• People knows our brand.
• Can get a lot of information about us.
• Preescriptors.
• Create an image.
• Get our target.
• Get future sellers.
23. How?
Tools:
• Lookbook
• Pressrelease
• Press Database
• Send the information
• Participate in events
• Person of interest can wear our shoes
• Feedback
24. Actions
• Create a lookbook with all the pictures of collection.
• Write a press release talking about the main concepts of the
collections. This actions will be repeat in each collection. SP-SS-
AU-WW.
• Create a database of press and journalists.
• Send all this information to the journalist.
• Calling them and communicate them by mail for know the topics are
working in.
• Make some advertise in their magazines.
• Send some models to journalists and give a present to some
personal of interest. These persons will help us if they go with our
shoes to some event or party with journalist and newreaderTv.
• Send the informations to magazines with two or three months ago.
25. Actions
• Costs of the agency would be 500 € per month.
• Includes actions in press and social neetwork.
26. Magazines dates 2011
• AR LA REVISTA DE ANA ROSA copies 203.575 diffusion 114.889
• CLARA copies 241.880 diffusion 131.975
• CUORESTILO copies 191.636 diffusion 121.826
• DIEZ MINUTOS copies 476.386 diffusion 321.045
• ELLE copies 283.075 diffusion 176.455
• GLAMOUR copies 390.146 diffusion 238.399
• HARPER`S BAZAAR ESPAÑA copies 72.505 diffusion 42.324
• HOLA copies 609.144 diffusion 482.289
• IN STYLE copies 185.985 difussion 103.090
28. Press Advertising
• 1 page: even 3000 euros
• ½ page even 2000 euros
• 1 page odd 2500 euros
• ½ page odd 1500 euros
• We advice make at least two advertisements per year. For make
certain the appearance in press.
