MAGAZINE WITH CHARACTER - winter 2017

nยบ 03 / winter 2017 Into the night to save the day!

THE MAGAZINE WITH CHARACTER

WWW.CERDAGROUP.COM

magazine nº03 / winter 2017

EDITOR JOSÉ FCO. CERDÁ EDITORIAL DEPARTMENT BÁRBARA RODRÍGUEZ ART DIRECTION BELÉN MARTÍ PRODUCT DESIGN LORENA NAVARRO, JOAN E. GARCÍA, ÓSCAR LLOPIS, AROA JOVER, LAURA VALOR, DAVID GARRIDO, OLGA CHULIÁ, MÓNICA TORTOSA, ÓSCAR GIL PHOTOGRAPHY AMPARO VALLS, ADOLF BOLUDA, BELÉN MARTÍ, BÁRBARA RODRIGUEZ MODELS VERA GARCÍA, PAU VALLS, JOAN JIMÉNEZ PRINTING BLAUVERD IMPRESSORS CONTRIBUTION JOSE DARIAS, BAYBÚ SPECIAL MARIAN SAMPER

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LITTLE CONTENTS

Technology

Sector

Product

32-37 SUPERHEROES EVERYDAY

06-09 WHATSAPP: YOUR ALLY APP

Retail

20-21 JOIN THE JUSTICE LEAGUE

Cerdรก

22-23 STAR WARS, THE END OF JEDI

26-27 38-41

ZAK STORM THE SUPER PIRATE

MARIAN SAMPER, 25 YEARS OF DEDICATION

28-29 PEG+CAT, CONTENT THAT ADDS UP!

Customer

42-45

12-16

CASE BAYBร FOOTWEAR: ILLUSION FOR A BUSINESS IN HARD TIMES

THE IMPORTANCE OF SELLING WELL

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EDITORIAL Disturbing Selling should be an exciting activity. After all, we are always selling something (products, services, our values, etc.). More specifically, our industry sells illusions, emotions, fantasies... We sell characters from the world’s greatest franchises.

In this context, there is a situation that has been worrying me for years now. I see that we, the companies, don’t take full advantage of the true potential of the brands we have at hand. We lack knowledge, we make up information... We don’t watch the films or the series, we don’t read about them or inform ourselves about the novelties.

We acknowledge to our own customers that there are items that we sell that we are not interested in. Let me repeat that: that we are not interested in.

IMAGINE THAT...

YOU GO TO THE APPLE STORE TO FIND OUT MORE ABOUT THE FEATURES OF THE LATEST IPHONE 7. THE GUY ATTENDING YOU SAYS: “I DON’T KNOW THE FEATURES OF THE IPHONE 7, BUT I CAN TELL YOU ABOUT THE IPHONE4, THAT IS MY PARTNER’S FAVOURITE”.

Absurd, right? So I invite you, licensing professional, to ask yourself what you know about the properties that feed your business. Why do we normalize ignorance in our sector? Should not we penalize it, as we would a Apple store assistant?

It is our obligation to be up to date so we are able to offer quality information and professionalize the sector. To feel true passion! I’m not talking about being a geek, I’m talking about being honest with oneself and with the profession: if you don’t like children’s content and you are not able to spend time informing yourself about what you sell, then, my friend, pay attention: work in something else. Be happy and don’t waste your time doing something that does not awaken anything in you.

Stay if you feel that you are capable of bringing excitement and illusion to the consumer.

This is the big secret: Live it, and the customers will live it with you.

Jose Fco. Cerdá “IT’S ONLY ROCK AND ROLL (BUT I LIKE IT)” Rolling Stones

Technology

WHATSAPP YOUR ALLY APP

Communication and Marketing tool?

The answer is YES!

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WITHOUT A DOUBT, WHATSAPP HAS BECOME ONE OF THE MOST POWERFUL MARKETING TOOLS AVAILABLE TO US. IT OFFERS GREAT OPPORTUNITIES TO ANY COMPANY LOOKING TO IMPROVE AND INNOVATE THEIR METHODS OF CONTACTING AND COMMUNICATING WITH THEIR CUSTOMERS.

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Technology

WHATSAPP: YOUR ALLY APP

Do you have a customer database? Then you have a treasure chest!

Collect the data that you have been storing on your phone, personal agendas, phone books, etc., and professionalise it. How? In the next edition of the Cerdá magazine we will teach you how to capture and organize your clients in a simple and optimal way.

WHATSAPP IS ONE OF THE MOST

To start developing your communication through What-

DOWNLOADED APPS IN HISTORY,

sApp, the first thing is to prepare a complete database in

WITH MORE THAN 1,000,000,000

which you segment the customers you want to address. It is

DOWNLOADS. IT IS PRACTICALLY

essential that, as an entrepreneur, you perfectly understand

ON ALL MOBILE DEVICES AND IS

your target audience you should be directing all your com-

ONE OF THE MOST COMMONLY

municative and advertising efforts to. This will allow you to

USED TOOLS ON A DAY-TO-DAY

set a more realistic and efficient goal: increased sales, brand

BASIS.

awareness and participation in a specific call to action.

In this Winter 17 edition, our aim is to show you a series of tips and methodologies that you can follow if you want WhatsApp to become your best ally to innovate and strengthen communication with your customers.

HOW ARE YOU GOING TO SEND

WHAT WILL YOUR BRAND SAY?

THE MESSAGES? The most important thing is that you thoroughly work through the message that you are going to send. Ask yourself

Depending on the number of messages you want to com-

“what do I want to achieve?”. It is fundamental that you are

pose, you will need to think about the best way forward. If

clear about what your goal for the action is and how you are

you have a small business and want to send messages indi-

going to get your customers’ attention. It is very important

vidually, you can do so directly using your mobile phone.

that you don’t abuse wordiness in your messages: although WhatsApp does not limit the number of characters you can

But if you have a very large customer base (thousands of

send, the message should be straightforward and concise,

customers), don’t even think about sending the messages

so that your audience gets the message and does not find

with your Smartphone! Creating groups is not an option

it boring. Just think of the endless possibilities! You can

either - imagine that your customers will not feel good

include photos, videos, audio ... something that will make

about being part of a group with so many strangers in it.

your message even more attractive.

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Technology

WHATSAPP: YOUR ALLY APP

WWW

%

WHATSAPP WEB: THE MOST

ARE YOU GOING TO SEND PROMOTIONAL

PRACTICAL OPTION FOR BUSINESS

MESSAGES? ARE YOU GOING TO ADVERTISE WITH WHATSAPP? PAY ATTENTION TO THE LEGAL ASPECTS.

The web version of WhatsApp allows you to use the instant messaging application not only on mobile devices, but also If a company or individual uses WhatsApp to send

from your computer.

advertising without the consent of the user, it could be This version is much more intuitive and there are some

sanctioned by the Spanish Agency for Data Protection.

actions you can perform with just a simple step, while with

Sending non-consensual advertising through WhatsApp is

the mobile version you will have to “click” more times to

an aggressive marketing practice that can be annoying to

do the same. The most obvious advantage of WhatsApp

the user, and as a result, it can very often lead to a rejection

Web is that you can communicate in a more comfortable

of the product on offer. This is why the most advisable

way by using the computer keyboard, and as we said, share

method is to use the option where a customer, through a

video links and images in an easier way, saving you a num-

form, provides their data and provides their consent for the

ber of steps in comparison to the mobile version.

company to send advertising to their personal phone.

ANY COMPANY, WHATEVER ITS SIZE, CAN USE WHATSAPP AS A MARKETING AND COMMUNICATION TOOL. THE LIMITS ON ITS USE ARE ONLY THOSE SET BY THE ENTREPRENEUR, WHO CAN PERFORM MANY DIVERSE ACTIONS WITH THIS APP, FROM CONTACTING THEIR CUSTOMERS AND SELLING PRODUCTS OR SERVICES, TO PROVIDING DIRECT AND PERSONALIZED CUSTOMER CARE, SENDING OF SPECIAL PROMOTIONS, ETC. THIS IS A WAY TO DO EFFECTIVE MARKETING ON A SMALL BUDGET, AN OPPORTUNITY THAT MORE AND MORE COMPANIES ARE TAKING ADVANTAGE OF.

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2200002315 -SWEATSHIRT WITH ZIPPER S: 3-4-5-6 2200002325 - SPORT PANT S: 3-4-5-6

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2200002319 -SWEATSHIRT WITH ZIPPER S: 6-8-10-12 2200002327 - SPORT PANT S: 6-8-10-12

2200002322 -SWEATSHIRT WITH ZIPPER S: 3-4-5-6-8 2200002329 - SPORT PANT S: 3-4-5-6-8

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A SMILE, PLEASE! THE IMPORTANCE OF SELLING WELL

THE RELATIONSHIP WE HAVE WITH CONSUMERS HAS AN IMPLICATION BEYOND LOSING OR MAKING A SALE. GOOD SERVICE IS MEASURED AND HAS LONG-TERM RESULTS.

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Retail

THE IMPORTANCE OF SELLING WELL

The impression made on a customer during a sale is unique

assistants, telephonists, sales people, advisors ... all people at

in a certain way unique, since sellers have but one opportu-

some stage and facet of life must understand the importance

nity to create an impression on a potential client. In this way,

of this point and know that we have to work hard, no matter

when we talk to a customer for the first time their return

what, to always offer the best service.

or repeat business is at stake. A tone of voice, the physical aspect, a capacity for empathy, a smile ... everything plays

As Jose Francisco Cerdá says in “La Carta” at the beginning

an important and decisive role during the first encounter.

of this edition, selling should be an exciting activity; after all, we are always selling something (products, services, our

Consumers (we) are also very demanding and have very li-

values, ourselves, etc.). More even so in our sector, where

ttle inclination to forgiven, more so if they do not know the

what we sell is illusion, emotion, fantasy... We sell characters

person in front of them at all.

from the world’s greatest franchises!

We should not wait for the consumer to put their discontent

But selling is a task that some people find extremely difficult,

on record on social networks. We must go one step further:

complicated and challenging. Even if we feel that we are very

it is about maintaining good customer service and a cordial

bad at selling, there is a possibility to improve and practice

relationship before problems occur. The experience with

to make it better every day. Let’s have a look at the qualities

customers must be treated as more than a matter of deli-

that great salespeople have to succeed in their career.

vering the minimum, but as the core of the sale. All shop

8 OUT OF 10 CONSUMERS WHO HAVE FELT DISAPPOINTED

BY

THE

TREATMENT

THEY

RECEIVED FROM SHOP ASSISTANTS DO NOT GIVE THE COMPANY’S MANGERS A CHANCE TO SOLVE THEIR ISSUE OR FIX THE SITUATION.

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Retail

THE IMPORTANCE OF SELLING WELL

01

02

03

BELIEVE IN THE PRODUCT AND/OR SERVICE THEY OFFER

DO NOT GIVE UP

LEAVE A MARK

Perhaps this is the most important

The job of selling involves being

The best salespeople are always en-

point to successfully undertake a sa-

emotionally ready to accept criti-

thusiastic, energetic and optimis-

les role. It is essential that we have

cism and even rejection. We have all

tic. Obviously, this projection must

trust in what we are offering. As se-

been exposed to the difficulties and

be natural and sincere - it must be

lling is an exercise of persuasion, our

great challenges involved in overco-

real. This point is very in line with

client will easily realize the passion,

ming a categorical “no”. But we have

the first point because if the product

confidence and commitment we

to get over it and start all over again,

or the service convinces us, we will

have about what we are selling.

every day, all the time. Without gi-

project this and it won’t be necessary

ving up, persevering and not letting

to have to perform to transmit this,

anything or anyone discourage or

to make our excitement infectious.

demoralise us. But at the same time,

Leaving a mark involves smiling;

learn from what we can do better

it has been proven that if we smile

and start preparing ourselves for

people will perceive us as more com-

the next sale, with more tools, argu-

petent and capable.

ments, and better solutions.

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Retail

THE IMPORTANCE OF SELLING

04

05

06

DO NOT LIE

THEY ARE KNOWLEDGEABLE ABOUT WHAT THEY SELLING

THEY ARE SOCIABLE AND EMPATHETIC PEOPLE

If we want to gain credibility and

How many of us have come across a

An indispensable trait of every great

be good salespeople we have to act

salesperson who knows less than we

salesperson is knowing how to relate

with integrity, honesty and respect

ourselves know about the product or

to, and get along with, others. This

towards our clients. Great salespeo-

service we are looking for? As custo-

involves being empathic, knowing

ple know how important it is to

mers, we want information, for the

how to listen actively, how to ask the

keep promises, not to cheat the cus-

salesperson to show us, to teach us

right questions, be tactful when sa-

tomer, not to sell them something

about the product, to introduce us

ying anything, correctly manage the

just for the sake of selling, and above

to it and tell us about all the charac-

emotions before, during and after

all, not to hide after the sale. Stren-

teristics of the product before and

the negotiation, being and appea-

gthening a relationship of trust with

after the purchase. A great salesper-

ring committed and, at all times,

customers is fundamental to making

son has absolute knowledge of the

strengthening the relationship with

our image and reputation as sellers

company at which he works, the li-

the customer. A good salesperson is

respectable.

censes he holds in the portfolio and

an expert in identifying and solving

the ones that are on the market, of

the problems or needs of his/her

the product, including its characte-

customers, and this makes him or

ristics and benefits, as well as of the

her commit to and develop a deeper

market and competitors.

relationship with them.

REMEMBER ... EVERY OPPORTUNITY YOU HAVE TO SELL IS A REHEARSAL FOR THE NEXT SALE. YOU WILL NEVER FINISH LEARNING. MOREOVER, THERE IS NO DOUBTING THAT PRACTICE WILL MAKE YOU FEEL MORE SECURE, CONFIDENT, KNOWLEDGEABLE, EXPERT AND EXPERIENCED EVERY DAY.

WINTER 2017

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2200002598 - MASK HAT GEKKO 2200002599 - MASK HAT OWLETTE 2200002597 - MASK HAT CATBOY

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2400000357 -POLYESTER AUTOMATIC UMBRELLA 45 CM 2400000368 - POE MANUAL BUBBLE UMBRELLA 45 CM

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2400000364 - POLYESTER MANUAL UMBRELLA 42 CM 2400000342 - POE MANUAL BUBBLE UMBRELLA 45 CM

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JOIN THE LEAGUE! JUSTICE LEAGUE

DRIVEN BY HIS RESTORED FAITH IN HUMANITY, AND INSPIRED BY SUPERMAN’S

RECENT DISINTEREST,

BRUCE WAYNE (BEN AFFLECK) JOINS FORCES WITH A NEW ALLY, DIANA PRINCE (GAL GADOT). THEIR GOAL WILL BE TO RECRUIT METAHUMANS TO FORM THE JUSTICE LEAGUE, A GROUP OF SUPERHEROES THAT WILL FEATURE, -IN ADDITION TO BATMAN AND WONDER WOMAN-, FLASH, AQUAMAN AND CYBORG.

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Sector

JOIN THE JUSTICE LEAGUE

FAMOUS FOR JUSTICE LEAGUE IS ONE OF THE MOST ANTICIPATED FEATURE FILMS OF THE DC EXTENDED CINEMATIC UNIVERSE. > The Justice Society was the first “Super-hero Team” of DC Comics and its first appearance came in 1940. After the success of this first antecedent came the Justice League of America (Silver Age) in 1960. > The Justice League is one of the main publications of DC Comics.

INTERESTING INFORMATION

Justice League is one of the main publications of DC Comics. The premier is on 17 november 2017.

Superman, Batman, Wonder Woman, Aquaman, Flash and Cyborg will join forces in the biggest stake in the DC

> Justice League is a team of superhero

Universe.

comics made up of the main characters in the DC Universe.

All of them will have to fight together to face a powerful

> Justice League has been directed by

adversary.

Zack Snyder and is considered to be a direct sequel to Batman VS Superman. > This film allows the creation of a series of Spin-Offs based on the characters featured in the film. > Spectacular marketing campaign backing the film. > A shift to a lighter tone in respect to Batman VS Superman, and with more laughs.

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HAS THE END OF THE JEDI ARRIVED? STAR WARS - EPISODE VIII

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Sector

STAR WARS VIII, THE END OF THE JEDI

Star Wars Episode VIII: “The Last Jedi” begins immediately

FAMOUS FOR

after the events at the end of Star Wars: Episode VII- The Force Awakens (2015). Many questions remain for the protagonists. Will the young scapper Rey, from the planet Jakku, become a Jedi after seeing that she is sensitive to the Force? Will it be the legendary Jedi Master Luke Skywalker, exiled to a distant place in the galaxy, who teaches Rey the designs of the Force? How will General Resistance Leia Organa face the death of Han Solo at the hands of his son Ben Solo, now Kylo Ren, Supreme Leader of the Knights of the First Order? What will the talented Resistance Pilot Poe Dameron, and Finn, the former assault soldier who is free from the clutches of the First Order, now do?

> On May 25, 1977, the Star Wars movie premiere

was

to

change

cinema

forever. It became a classic and an unprecedented

blockbuster.

From

the visionary mind of writer/director George Lucas, the epic space fantasy became constantly

an

exuberant

expanding

universe,

through

five

movies, television, editorials, video games and much more. > The Star Wars saga continues to grow and expand, captivating new

MORE THAN 20M FACEBOOK FANS (STAR

generations with its exotic worlds,

WARS SPAIN)

emblematic themes and unforgettable stories.

A new adventure is about to begin, old and new characters alike as well as some familiar faces are getting ready for what is to come.

INTERESTING INFORMATION DISNEY’S CONTINUED SUPPORT ON ALL PLATFORMS

> Built on 37 years of legacy, Star Wars is the most powerful and successful child franchise in the world. > Number 1 child franchise in the world > More than $25 trillion in property product sales > New TV content and launch of new films up to 2020 > Best-selling Children’s Toy Franchise of all time and #1 in the US for children 6-11 years old in 7 of last 9 years > Best-selling Lego theme in history (225 million sets)

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¿HOW IT WORKS? LOOK THIS VIDEO

https://goo.gl/9g7JRD

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THE SUPER PIRATE OF THE SEASON! ZAK STORM

ACTION, ADVENTURE, TEAMWORK AND LEADERSHIP. ZAK STORM IS A FRENCH ANIMATED SERIES PRODUCED

BY ZAGTOON. ALL THE ACTION TAKES PLACE IN A FUTURISTIC SETTING IN A VERSION OF THE BERMUDA TRIANGLE.

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Sector

ZAK STORM, THE SUPER PIRATE

Zak Storm is a normal guy taking part in a surfing competi-

INTERESTING INFORMATION

tion when he is suddenly sucked into the Seven Seas of the Bermuda Triangle and finds himself the captain of a ship misfits. Zak teams up with a magical talking sword called Calabrass, which grants him powers to use various weapons that will help him deal with the numerous dangers they will find in this unknown land.

> 100% coverage in Europe: U.K, France, Germany, Italy, Spain, Portugal, Belgium, etc.

The young Zak sails across the Seven Seas of the Bermuda Triangle with an extraordinary ship from another world, and a crew made up of an enchanted talking sword, a stubborn Atlantean princess as his first mate, an airhead vi-

> From the classic pirate genre, to a contemporary revolutionary adventure series.

king with a hard fist, a neurotic space traveller, and a teasing phantom!

ZAK STORM IS READY TO BECOME THE NEW

FROM THE CREATORS OF MIRACULOUS

SUPER PIRATE FRANCHISE

LADYBUG

To escape these strange and unpredictable waters, Zak will need to learn how to master all the powers of his enchanted sword and discover how to lead his crew to defeat the evil Skullivar, the fiercest pirate ever, and find the opening that will take them all back home!

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CONTENT THAT ADDS UP! PEG + CAT

130 X 12 MINUTE EPISODES! SERIE FOR CHILDREN AGED 2-5 YEARS OLD WITH VALUES LIKE FRIENDSHIP, EDUCATIONAL, ADVENTURE AND TEAMWORK. IN CLAN SINCE JUNE 2017

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Sector

PEG + CAT, CONTENT THAT ADDS UP!

A preschool series based on a collection of best-selling

INTERESTING INFORMATION

books that tells the story of an adorable little girl, Peg, and her partner Cat. In each episode they encounter unexpected problems that require fun and creative solutions. Their adventures take them to faraway lands, art centres in the most

> 2 million viewers a day!

bustling capitals and to the colourful cosmos, proving that it

> TOP choice of moms and dads for their

is never too early to start believing in the magic of numbers.

entertaining and educational content > Top 10 of PBS KIDS (App)

Join Peg and Cat in a series of astonishing adventures, learn

> 140 million videos streamed online

about simple measurements, shapes and patterns, and use

during 2016

maths to solve everyday problems.

> Currently 18.2 million views per month!

PEG + CAT HAS BEEN SOLD TO MORE THAN 180 COUNTRIES WORLDWIDE!

BROADCAST ON CLAN. APPROXIMATELY TWO MILLION VIEWERS A DAY!

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2200002568 - PREMIUM HAT WITH LIGHT

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. . . TOGETHER THEY WILL LIVE A THOUSAND ADVENTURES

DEFEAT VILLAINS

SOLVE MYSTERIES

AND LEARN INVALUABLE LESSONS…

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IF YOU’VE HAD A CHANCE TO WATCH AN EPISODE OF PJ MASKS, THEN YOU HAVE ALREADY MET CONNOR, AMAYA AND GREG. THESE THREE 6 YEAR OLDS ARE THE MEMBERS OF A GROUP OF NOCTURNAL HEROES.

DURING THE DAY, THEY LEAD RELATIVELY NORMAL LIVES IN WHICH THEY ARE NEIGHBOURS, CLASSMATES AND FRIENDS. BUT WHEN NIGHT FALLS, AND THEY ALL PUT ON THEIR PYJAMAS, THEY BECOME CATBOY, BUHITA AND GEKKO, FIGHTING EVIL AS THE PJ MASKS “SUPERHERO TEAM.”

TOGETHER

THEY

WILL

LIVE

A

THOUSAND

ADVENTURES, DEFEAT VILLAINS, SOLVE MYSTERIES AND LEARN INVALUABLE LESSONS…

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Product

EVERYDAY SUPERHEROES

Nothing is further from reality, don’t you think? You just

that should never be lost: the innocence that pushes them to

need to be close to a child for a day to see that that his/her

believe that Dumbo can fly if he flaps his ears hard enough,

imagination and fantasies know no limits:

that lightning bolts are created by Zeus himself, the father of Hercules, that the bed sheet is actually Aladdin’s magic

At home, for example, where we see a sofa, they see a

carpet with direct access to a fantastic universe ...Woooow!

skyscraper; where we have a chair, what they have is a spaceship; and the cushions? Their shields! ...and most

For a child, anything, as ridiculous as it may look to us

important is their pyjamas. Pyjamas are the crucial

adults, can trigger an explosion of fantasy - a way to enjoy

element, becoming their costumes and granting them their

life that infects us and never ends to amaze us. For them,

superpowers to defeat the villains.

every moment can be extraordinary and they don’t need great things to live a thousand adventures, to enjoy the small

Thus, the little ones at home have the gift of using their

things in life to the fullest. Why not imitate them?

imaginations to create an entire universe of adventures and, as a result, when night falls, so to does their most elaborate

Let’s put on our pyjamas full of the faith that in doing so we

fantasies and games. And is this not nice? There are things

will be able to transform ourselves into whatever we want!

We believe in the magic of moments! Let’s take part in the pillow fights that produce a million laughs! Rescue the inner child we all carry inside of us!

Today can be a great night, a thousand adventures await us when we get home... The time has come to see beyond what is in front of us and get into the skin of our smallest consumers.

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2600000178 COJÍN FORMA BUHITA

2600000180 - SHAPPED CUSHION GEKKO

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interview BUSINESS

MARIAN SAMP FOCUS ON WHAT YOU LOVE TO DO AND DO IT SO WELL THAT PEOPLE CANNOT RESIST PAYING YOU ATTENTION.

I’M PASSIONATE ABOUT TEAM MANAGEMENT. I ALWAYS TRY TO LISTEN AND EVALUATE BEFORE MAKING A DECISION

Cerdá

MARIAN SAMPER, 25 YEARS OF DEDICATION

Marian Samper, at just 43 years old, is one of the most

left a mark on me for all these years. He, without realizing

veteran employees at Artesanía Cerdá. She has been with us

it, has helped me to overcome each of the challenges that I

since 1992, an amazing 25 years, a lifetime of commitment!

have had to face over the years, some of which I still have to

This year we celebrate our silver anniversary together, and

face today. For me, he remains someone to emulate.

who better to talk about Cerdá and all the stages through which the company has gone than with her?

> How did you experience its evolution?

Mother to Jose and Paola, Marian is a family person, with

M: A few years after I joined the company, their children

very diverse hobbies like reading, sport, traveling with

joined the family business and, with their training and

family, afternoons with friends, art, etc.

business acumen, were a very positive addition to their father’s experience.

Thus, during these years the company underwent a great change. I am fortunate to have experienced it first-hand, the leap to becoming a company focused on creation and innovation, shifting production to other countries.

During the following years, the company enjoyed some very good times, but also bad times in which the Cerdá family never surrendered. They have always taken a gamble on us and with their energy and optimism we have been able to pull ahead.

We are sure that her story and sweetness won’t leave you

> And what has your trajectory within the company been

indifferent. A person full of virtues, always with a beautiful

like?

smile on her face and willing to find the best solution to whatever you may need from her. She is a ten out of ten

M: 25 years is a long time!

person, as a companion, mother and friend.

The first job I had was in the production area, on the > Marian, tell us: What was Cerdá like 25 years ago?

embroidery chain. It was very thorough work in which perfection in the finishings was a must.

M: At that time Cerdá was a company focused on production aimed at the souvenir sector with products such as backpacks, bags, small bags, embroidered shirts...

I AM FORTUNATE TO HAVE EXPERIENCED

The entire staff was centralized in the production that, at

IT FIRST-HAND, THE LEAP TO BECOMING

that time, was also combined with Disney licenses and their applications.

A COMPANY FOCUSED ON CREATION AND INNOVATION, SHIFTING PRODUCTION TO OTHER COUNTRIES.

There were only two departments in the head office: management and accounting.

I remember Mr. Pepe Cerdá, owner and current president of the company, as an affable man, very hardworking,

After a few years I was given the opportunity to work in

close to each and every one of us (employees, customers,

the offices and so far, I have worked in several departments

suppliers...) and, above all, with values and a heart that have

that emerged with the growth of the company: accounting,

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39

Cerdá

management

and

administration

of

MARIAN SAMPER, 25 YEARS OF DEDICATION

national

and

international sales, imports, exports...

listen and value each opinion before making a decision.

Those who know me know that I try hard not to defraud anyone. I consider myself to be pragmatic and resolute.

Always with continuous training in line with the role I was undertaking. The truth is that the company has always

As a tenacious, empathetic and family-oriented person, I

supported me in everything I have needed.

much prefer resolution than promise. I have good knowledge

IN THE SAC, IT IS VERY CLEAR TO US THAT THE MOST IMPORTANT THING IS THE CUSTOMER. THEY ARE AT THE CORE OF WHAT WE DO AND ALL OUR GOALS REVOLVE AROUND THEM

As a consequence of this evolution and professional

of the company, and am very analytical and accurate.

trajectory, I am now in a position where I can say that I have a very global vision of Cerdá.

In the SAC, it is very clear to us that the most important thing is the customer. They are at the core of what we do

Now, and since 2016, I have been the manager and

and all our goals revolve around them. So, we always think

coordinator of the SAC (Customer Service). A new area

of our customers before taking action, analysis, making

created within Cerdá, which is made up of 5 people (Laura,

improvements or even before making a decision. In our

Laetitia, Merche, Asun and I), but has further growth

area, everything is for and because of them.

prospects.

In this way, we work very hard to achieve what is best for > What is the Customer Service Manager role like? What is

them and, in turn, together with every department and area

the most important thing you transmit to your team?

across the company, we follow the same direction. As our great friend Walt Disney said: “If you can dream it, you can

M: The “human facet” inherited from Mr. Pepe Cerdá and

do it”. That is our day-to-day motto and together we will

his children has had a profound effect on my personality:

achieve whatever we set out to.

I am passionate about team management! I always try to

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Cerdรก

MARIAN SAMPER, 25 YEARS OF DEDICATION

> What two values of Cerdรก would you stress, ones that make you like to work here?

M: Just two? I have dozens! From human values like honesty, humility, empathy, to the focus on innovation... You see, I could go on and on. Hahaha.

At Cerdรก I feel like I am at home. I am just one of many and I feel part of this great family that never stops growing.

The Cerdรกs have achieved something very special and I am really grateful to them.

> A tip for those who are reading this?

M: Seek happiness wherever you are, no matter what life brings you. Never give up on being happy. My goal in life is to be happy and I advise it for everyone.

It is important to be a good person, to have strong values, to be humble, to work with quality and professionalism, always putting yourself in the place of others.

Fight to achieve your goals and everything will come, I promise you! Who would have said that I would get to where I am? You only need to have the courage to pursue

Sc

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your dreams and never give up!

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customer Calzados Baybú CASE

BAYBÚ FOOTWEAR, ILLUSION FOR A BUSINESS IN HARD TIMES

by JOSÉ DARIAS

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Customer

BAYBÚ FOOTWEAR, ILLUSION FOR A BUSINESS IN HARD TIMES

In 2010, Spain was going through one of the hardest

About the sector

times in history: the effects of the economic crisis were affecting all sectors, but especially those directly related to

We chose children shoes from the outset, combined with

consumerism, small businesses closed down and as a result,

articles of different brands, specializing in Back-to-School

unemployment increased. Some long-standing businesses

articles.

fell victim to the brutal crisis that put brought the financial system to its knees.

We decided to go to Feria Madrid, Intergift and Momad, events specializing in gifts and footwear respectively, both

This was the scene for Miguel and Laura in the heart of the Canary Islands when they created their small business: BAYBÚ.

“RIGHT NOW? IN THE MIDDLE OF ALL THIS? ARE YOU CRAZY?” THERE WAS NO REASONING OR PERSON ABLE TO COUNTER THEIR WILL TO ENTER THE WORLD OF RETAIL IN THE MIDDLE OF 2010.

Laura, Miguel and an exciting project To give you some context, Miguel and Laura were two

to get information and training. It was here that we found

young entrepreneurs strolling the historical centre of La

many of those who are today our trusted suppliers.

Laguna when, suddenly, they stopped in front of a window display of children’s shoes. At that very moment, they were

The location and the store

attracted by the colours, the characters, the magic of the brands ... and together they made the decision to undertake

First of all, we defined the zone. To do this we did a market

a project of this calibre, with an extra dose illusion. They

study in order to verify whether our idea to link ourselves

were in a happy place, despite the country’s situation, with

with the selected product had potential. At the same time,

very clear ideas and a successful business vision.

we continued to search city councils and censuses online to find out how many children, schools and young couples

Since the project was very clear to them, they did not let

were living in La Gallega, an area that was experiencing

themselves be influenced by the pessimism that reigned at

rapid growth and expansion when the crisis began.

that time, and they set themselves to work…

Naming and the logo I have been fortunate to talk to Miguel about this topic at length and about how BAYBÚ was created, and I thought it

The important thing was that they would remember us. For

was interesting to extract a part of this conversation where

this, we looked for a rhythmic name, with some grace and

he tells us first-hand about the company’s beginnings and

a childlike touch: BAYBÚ. Simple, easy to pronounce and

what steps they took to shape the project.

with a touch of something lively. In short, a commercial name that children and parents could quickly identify.

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Customer

BAYBÚ FOOTWEAR, ILLUSION FOR A BUSINESS IN HARD TIMES

The graphic logo is the image of two very nice children

Social networks

called Ba and Bú, giving sense to our commercial name and creating a storyline that, in the medium term, would give

For us this is a key and strategic issue. We update Facebook

us room to create our own adventures. We returned to the

daily with a well worked through content plan: depending

same dynamics: simple but perfectly synchronized with the

on the day and the time, we choose whether to upload

image that we wanted to reflect to our customers.

images of new collections, contests, content and interesting information for our clients, etc. The goal is for our users to

The point of sale

feel as though they are part of our small but big family.

The cleaning of the premises, the lighting, the placement of

A case of success that shows us that wanting is powerful

the articles, the employee uniforms, the perfumes that give off mild and pleasant and scents... All this with a sense and

When they opened their doors to the public in March of

coherence to shape an identity that defines and identifies us.

that year, what they wanted to do was so defined and clear to them that the success of their store was only a matter of time. These days, it is also a reference in children’s footwear and, of course, in licensed collections in the Canary Islands.

WE UPDATE FACEBOOK DAILY WITH A

The Cerdá product did not reach BAYBÚ until 2012, which

WELL WORKED THROUGH CONTENT PLAN:

was when we started this commercial relationship that has

DEPENDING ON THE DAY AND THE TIME, WE

grown over time. Almost all the collections and characters

CHOOSE WHETHER TO UPLOAD IMAGES OF

work for us, those that are on-trend and the classics.

NEW COLLECTIONS, CONTESTS, CONTENT AND INTERESTING INFORMATION FOR OUR

Every visit, while waiting for Laura to have time for

CLIENTS, ETC

me, I always think that for me, they are an example of perseverance, will and success.

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Customer

BAYBÚ FOOTWEAR, ILLUSION FOR A BUSINESS IN HARD TIMES

To end, I would like to highlight one single thing that I think is what really makes them great (beyond everything I’ve already mentioned): ILLUSION. Don’t ever lose it guys!

Thanks for letting Cerdá be part of such a beautiful project.

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imagine is to live

a little happier

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