Tuelada Street’s Market Q
H
AGE
SALE
30 - 44 AVERAGE AGE
5 CITIES/WEEK
MEMBERS
VEHICLES YEARS <5
33%
>11
20%
NO
12%
TEXTILE
27%
FOOD
24%
HOUSEHOLD
12%
H CITY COUNCIL
IVVSA
TRYING TO SET A MARKETING PLAN
OTHER WORKS
13’1%
H M
H M H M
H M
H M
women
ur
fo rre a C
12%
H M
H M
H M
H M
H M
H M
San Blas
715
rca do na Me
H M
H M
CAROLINA’S FLEA MARKET
CASTILLA LA MANCHA 35,7 %
H M
H M
46 - 65
65 - 100
21 - 30
CATALUÑA 17,1 % BALEARES 24,1 %
C.VALENCIANA 26,3 %
BU S LIN E
BENALUA’S FLEA MARKET
H M
ARAGON 15,9 %
MADRID 20,7 %
BABEL’S MARKET
NAVARRA 26 %
LA RIOJA 15,9 %
CASTILLA Y LEON 29,5 %
EXTREMADURA 56,8 %
BENALUA’S MARKET
PAIS VASCO 17,9 %
11 - 20
GALICIA 19,4 % ASTURIAS 16,2 %
CAROLINA’S MARKET CENTRAL MARKET
CANTABRIA 28,9 %
5 - 10
TEULADA’S FLEA MARKET
H M
Age -Based
were made
TRYING TO RUN MARKETING PLAN
H M
963
STRONGS BUYS
WOULD LIKE TO DO IT LOW COST
THE PLOT BELONGS TO THEM
17’3%
where
PLANNED TO CREATE NEW ACTIVITIES IN THE MARKET
URBAN IMAGE COUNCIL
19’3%
DIRECTORS
women
ITIES ACTIV
TRYING TO ATTRACT TOURIST BY CITY GUIDES
22’3%
EMPLOYEES
62%
BUS STOP NEAR
PROMOTE THE MARKET
COMMERCE COUNCIL
women
HOUSEWIFES
G NIN E OP
OP ST
CHANGE TRADER’S MIND ABOUT GETTING UPDATED
222
19%
3 OR LESS
S
TRADERS COLLECTIVE
WANT TO CREAT A UNIFIED ORGANIZATION
20’3%
7%
OF MARKETS HAS
AGE NT
22’3%
3
GADGETS
98%
TRADERS
CUSTOMERS
28’5%
5
Others
MARKETING, BRANDING SOCIAL NETWORKS
DON’T HAVE A GOOD IMAGE
H M
Los Angeles
F
PRODUCTS ON SALE
ALL OPEN
CHANGE, MAKE NEW ACTIVITIES
ONLY LOOK FOR A SPECIFIC ITEM (VEGETABLES)
H M H M
OCCUPATION
ACTIVITIES
THURSDAYS & SATURDAYS
VEGETABLES
EXPECT TO FIND NEW YOUNG COSTUMERS
4
l ipa nic t Mu rke Ma
SELL FRUITS AND
THEY SEE TOURIST AS A BIG POTENCIAL CLIENT
H M
San Agustin
FAMILIES
FLEA MARKET TO MAKE THE LIVING
SPECIAL FOR TEULADA’S FLEA MARKET
ALL
H M
54’5% ONCE A WEEK
78% NEED AT LEAST 6
BUS 16 WORRIED ABOUT THE FACT THAT THEY ARE NOT NEAR CITY CENTER
H M
COMPRA
WORK
GU
6+ G .
25’2 % MEN
25 - 44 AVERAGE AGE
KEN
:
74’8 % WOMEN
AGE
4V
6'
GENDER
24 % WOMEN
CLOTHES, FOOTWEAR, UNDERWEAR, HARDWARE, HOUSEHOLD, DRUGSTORE, FRUITS, SWEETS, VEGETABLES, FLOWER, PLANTS, NUTS
9.800 m2 CLOSED AND EMPTY PRIVATE SOCIAL HOUSING AT THE BEGINING WAS PART OF THE MARKET, BUT DURING THE TRANSITION IT WAS USED FOR A PARKING.
women
76 % MEN
about PRIVATE AREA SURFACE STATUS PROPERTY PROJECTED USE PREVIOUS USE
958
GENDER
C
THURSDAY & SATURDAY STREET MARKET 9:00 to 14:00 381 5 & 15
DAYS TIPOLOGY SCHEDULE Nº STANDS BUS LINES ACTIVITIES
Who?
Altozano
31 - 45
MKPF
about TEULADA STREET’S MARKET
Demography of the N E A R E S T neighborhoods
ANDALUCÍA 42,3 %
MURCIA 24,4 %
THEIR AIM IS TO BUILD SOCIAL HOUSING IN IT
CANARIAS 35,8 %
DUE TO DIFFERENCES WITH THE CITY COUNCIL THEY DECIDED TO CLOSE THE PLOT
CEUTA MELILLA 12,5 %
TRADERS VS OTHER WORKERS LABOR RELATIONS They are easily atractted to others Offers
The have a soft organization
MEDIO DE TRANSPORTE UTILIZADO
Visible prices Permanent price Direct market Mixed quality Prestigious Brand Marketing support Diversified range Producer-seller Persuasion Advertising Design Form Colour Image Distribution Sanitary conditions Heterogeneity Homogeneity Competition Direct Payment Credit Cards Price-Quality-Service Customer-seller Potential rising Population different levels Variable Implementation Regular customers Fidelity Index Floating Population Visitors Nosey Tourists Increased safety Guarantee Family Business Investment in infrastructure Temporality Isolated local Controlled temperature Decoration Varied stock Business Management Aims on developments Ensure quality Health Security Difficulty of fraud
BUS TRAVEL MODAL DISTRIBUTION
E H
RY DA YS
3%
%
6%
BUS 12
70%
22%
%
CAR
4% PE RS ON
AL
De este de residentes que van a comprar a pie en el centro
WORK
WALK
DOCTO R
78%
37
VISITS
S
8%
IE
G
9%
UD
OP PIN
E
47%
EV
SHOP PING AND LEISU R
ST
72,4%
7% Mercado 62% Mercadona TRAVEL ATTRACTION
77,5% of the journeys
Length average displacements
are less than 20 minutes, just
1 - 1.500 3.000 - 6.000 1.000 - 3.000 3.000 - 6.000 75 - 150 1 - 500 151 - 300 1 - 100
27,6%
TRAVEL OF FORCED MOBILITY TRAVEL NOT FORCED MOBILITY TRAVEL WITH PRIVATE VEHICLE TRAVEL ON FOOT TRAVEL BY BICYCLE CITY BUS TRAVEL. BIKE RIDES TRAVEL BY TRAM
is 3,25 km to private vehicle and
7,5% are superior
2,55 km for public transport
to 30 minutes go.
11 -20 min
5 -10 min
21-30 min
31-45 min
what
t
h
e
y
DO?
attract
young
attract
people
tourism attract t
young
what h
e
people
y
want? w h y _
CITY COUNCIL
Business model is obsolete TRADERS VS OTHER WORKERS LABOR RELATIONS
Be competitive
DISCONTI NUOUS
me me me me me me me me me
ME
TRADERS ASOCIATION
PERMANENT VERBAL
PERMANENT TEMPORARY
OTHER
DISCONTI NUOUS
OTHER
TEMPORARY
VERBAL
me
My me me me me Business me meme
MONEY
me me me
UNSTABLE E R A R C
I expetc that
someone
I
H
will solve
MY
problems
SELF-EMPLOYED
LACK OF UNITY LACK OF WORK IN COMMON
FAMILIAR PARTNER 46% ONE FAMILIAR WORKING 22% TWO FAMILIAR WORKING
They are extremly
Y
H
55-64 45-54 30-44 20-29 16-19
INDEPENDIENTS
46-60 min
mercadillos 2.0 THE OPORTUNITY Internet and the Social Networks are the space where are our new c u s t o m e r s B A D G E S
FREE RESOURCES
How B u s i n e s s ? helps you in your
Website Information Data
KS R O TW
T I P S FROM CLIENTS
REFERENCE
F
U
R E S
ec
No need informatic knowledge
l Ch a n o i Nat
Only a
Sticker EIR
F TH O S NCIE SSES E E R N E REFUT BUS D N I O FDS ABO T D E N IS US FRIE
fac e
tw
VO
tk in d
of
ac
tiv
ity
62%
post where is having a good time
Location
60%
do
ne
40/55 years 31/39 years 18/30 years
40%
Alicante?
Who is coming to
71%
40/55 years 31/39 years 18/30 years
29%
2008
2009
2010
2011
am r g
?
18/ 30 years
USER
millions
9,1
9,3
9,9
1,39
1,36
1,28
1,42
9,5
Coincide with kind of customer who traders wants to attract.
millions
Arrivals at the Atlet Airport
millions
Nights in Alicante
number of passangers
millions
millions
millions
millions
mill
National turists International turists
overnight stays
P OT E N T I A L
Users develop activities usefull to businesses's traders.
Free Advertising
Timetable
Street Markets need visibility NOW
+ e l g o
is
Contact
only 1 of 5 links is relationed with street market
40/55 years 31/39 years 18/30 years
41%
many tourists look for tourist information through the official sites of the city
Location
40/55 years 31/39 years 18/30 years
38%
59%
5.600.000 active users
a
p o
ha
k o o b r e t it Go
3
i t i Rank k-in
W
E N L A I 18.000.000 C O S active users N O
w the activities of e i v e R my con Posti tac n g ts. c Become a fan /foll o nte ow a 79 tra n % t. 6 de ma 1% Fla rk sh 51 Ne w 41 % 61 % % 34 30 % % 38 45 % 22 % 13 % 22 % 64 % % 44 % 9% 7% Ins t
I th A L s
LU
M
E
O
identity is created by users, the merchant only promotes the use of FourSquare
web
CITY COUNCIL
G A M I F I C A T I O N
OF FRIENDS
E T N CA o n
Need of a better e-connection
2008
2009
1,39
1,36
millions
1,42
1,28
millions
millions
millions
96
82
2011
2010
108
75
thousand
thousand
thousand
thousand
Arrivals at the Port of Alicante
Nights in Alicante
number of passangers
National turists International turists
overnight stays
€
How much do the tourists spend daily in Alicante? 2008
IN TI CKE
TS
ANE , TR A
59% TS
% 65
39%
54 %
T IC KE
PRIMARY & SECONDARY STUDIES
PRIMARY & SECONDARY STUDIES
PRIMARY & SECONDARY STUDIES
PRIMARY & SECONDARY STUDIES
SUPERIOS STUDIES
SUPERIOS STUDIES
SUPERIOS STUDIES
SUPERIOS STUDIES
70% FASHION 70% BOOKS &
49%
54%
CD’S
Sex/Ocupation
57% WOMEN 21% HOUSEWIFES
65% MEN 63% WORKING
65% MEN 64% WORKING
60% MEN 73% WORKING
Age
64%
39%16 - 30 AGE
45%40 - 55 AGE
45%16 - 30 AGE
43% EVERY 1-2 WEEKS 67% SPENDS 25 - 100€
57% EVERY 2-4 WEEKS 73% SPENDS 25 - 100€
57% EVERY WEEK 20% + 100€ 75% 25 -100 €
58% EVERY 2-4 WEEKS 72% SPENDS 25 - 100€
ON LIN E
CO UR S
Internet user are aware of brands through social networks
ES
70
65
60
63%
1 trm
1 trm 2 trm
3 trm 4 trm
3 trm 4 trm
PL
A AUR REST
NTS
N IO SH FA GRAN VIA
LOS ANGELES
PANORAMIS
ALTOZANO
PARQUE VISTA HERMOSA
SAN BLAS
PLAZA MAR 2
CAMPOAMOR
EL CORTE INGLES MAISONAVE
13.027
90%
R C U K N N Q U
CNKOGPVCEKQPÄVGZVKN
6.200
VISITORS MALLS/YEAR
HOW
2 # 5 + . . 1 5 #.+/'06#%+10Ä#.+/'60#%+10
2 # 5 + . . 1 5 6':6+. Ä 6':6+.
85%
70%
65%
COLORS
When new products are promoted it is crucial to take into account
BUSSINESS MANAGEMENT
WORKING YEARS
1%
WHAT THEY THINK ABOUT THE INFRASTRUCTURE
SUPPLIERS
PLAZA MAR 2
SAN BLAS
6%
SOUND/SMELL
93%
TEXTURE
6.333.560
= 1.000.000
24.000.000
1
PRIZE RANGE
IMAGE FOR
SHOP
PERSONALLY DIRECTED 63%
>20 YEARS
37%
TRADER
48,5%
POOR
36,4%
ADMINISTRATOR
18%
11-20 YEARS
30%
TRADER + MANUFACTURER
12,5%
REGULAR
42%
COOPERATIVE
11%
<10 YEARS
11%
MANUFACTURER
11,4%
GOOD
18%
COOPERATIVE + SELF
8%
<5 YEARS
8%
3 PREVIOUS ONES
7%
IMPORT
9,5%
SUPPLIER
2,4%
¿WOULD YOU CHANGE ANY STRATEGIC DECISION IF YOU WOULD HAVE A BETTER DATA OF YOUR CLIENTS?
LOCATION PRO RA DU NG CT E
set OBJETIVES
GALICIA 19,4 %
Clearly define measurable goals of what your company wants to accomplish with content marketing
2
DEFINE the CLIENTS
FAMILIAR PARTNER
YES 44%
TRADICIONAL MARKETING
What is your client interested in? What kind of clients do you really want?
Clients share
PRO
ENT ISM ERT & ON TI MO
ADV
Customer management Clients are partners
NO 34% 46% ONE FAMILIAR WORKING
ASTURIAS
CASTILLA Y LEON 29,5 %
15 %
EXTREMADURA 56,8 %
MAYBE DK/DT 15% 7%
26,9 %
NAVARRA 26 %
LA RIOJA 15,9 %
OTHERS
Find products for customers
SHOP MERC HANT
RESIDENTS PURCHASING HABITS
3
create a PLAN
YOUNG PEOPLE
TOURISTS
COMMON BUYER
Custom messages
ANDALUCÍA 42,3 %
COLOR & BRANDING
Market share
Color as the main reason to buy a specific item.
Differences 55-64 between products
CANARIAS 35,8 %
45-54
Customers 30-44are enemies to conquer
80%
Find customers for products 16-19
CEUTA MELILLA INCREASING 12,5 %
Massive advertising
76 % MEN
<5
33%
>11
20%
NO
12%
Create a content CALENDAR
TEXTILE
24 % WOMEN
AGE 25 - 44 AVERAGE AGE
SALE
Talk to them directly through QUALITATIVE RESEARCH to learn more
Create a content CALENDAR
COLOR & 24% BRANDING HOUSEHOLD 12%
PERMANENT VERBAL
TRADITIONAL CENTER
22% 5% 18% PLANNED PURCHASING
SUGGEST
14%
PURE
4
SEO
BLIC U P
“A pop up store is not just a store, is a spectacle and a way of doing something special and extravagant that it could not be done in a conventional facility”, explains the coordinator from Pop-upStoreSpain.
L IA
FEATURE
EPHEMERAL = UNIQUE
2 MIX ON & OFF LINE IS THE WAY
10 people work in a new project 3
VISIBILITY
TRY NEW MARKETS
BLA
STREET MARKET
?
AFFORDABILITY
BLA
FIRST SATURDAY OF EACH MONTH.
WHEN
ONE (CHANGING) SUNDAY OF THE MONTH.
WHAT
STORES EMERGING DESIGNERS, SMALL BUSINESS AND ONLINE SELLERS.
30
WHAT
shops with uninterrupted hours and STORES on the street, in their SHOWCASE.
90 - 100
WHAT
40 ROTATIVE shops. PAY WHAT THEY CONSIDER
COMMITMENT
WHERE
WHO
HIPSTERS, COLLECTORS, FAMILIES...
Nave de Motores de Metro. Calle Valderribas, 49. Metro Pacífico
FOOD
Pintxos 3 €, sushiman, 10 € ham cuter
MORE
Live music, two architects in charge of children's entertainment, garden with tables, chairs and blankets, Instagram photo contest, pet-friendly
Second hand item or hand made recicle objects
From antiques to fashion, books, art, vintage, sports and gifts.
Clothes of second hand and new, accessories, books, vinyl, furniture recycled, headdresses, oranges, wine and bikes
DEVELOPER PRIVATE INITIATIVE
PURCHASE
PURCHASE
BLUE
GREEN
CREATES THE SENSE OF SECURITY AND CONFIDENCE OFTEN IS SEEN IN BANKS AND COMPANIES
PURCHASE
PINK
ASSOCIATED WITH WEALTH. IS THE HARDEST COLOR TO BE PROCESSED BY THE EYE, USED TO RELAX IN THE STORES
PURCHASE
BLACK
ROMANTIC AND FEMININE. USED TO PROMOTE PRODUCTS TO THE LADIES AND YOUNG WOMEN.
PURPLE
POWER AND ELEGANCE. USED TO PROMOTE LUXURY PRODUCTS.
USED TO ALLEVIATE AND CALM OFTEN GOES INTO PRODUCTS ANTI-AGING AND BEAUTY.
COLOR & CUSTOMER
Colors also has the unique ability to attract certain types of buyers and changing buying habits
Navy blue
Turquoise
Pink
Black
WHEN
WHO
54’5% ONCE A WEEK
POWER. INCREASES HEART RATE CREATES URGENCY IS OFTEN SEEN IN SALES AND LIQUIDATION
Blue
FIRST SATURDAY & SUNDAY OF EACH MONTH.
Between 75 - 90 € *DAY FOR PROFESSIONALS
TRY A NEW BUSINESS IDEA
12 SHORT TERM
RED
BLA
BLA
WHEN
WHO
TOURIST from the 10,000 hotel rooms in the neighborhood (almost as many as inhabitants) and locals of all ages who want to discover the daylight area and go beyond the topics
WHERE
WHERE
BARRIO DE LAS LETRAS, Subway Sol, Atocha, Sevilla y Antón Martín
more than 50 RESTAURANTS
MORE
Special discounts, promotions, music and theatre
CSA La Tabacalera de Lavapiés. Calle Embajadores, 53. Metro Embajadores
TIMETABLE 12:00 - 21:00
TIMETABLE 10:30 - 22:00
FOOD
LOVERS of citizen participation, recycling and responsible consumption
DEVELOPER NON-PROFIT ASSOCIATION
DEVELOPER TRADERS ASSOCIATION OF BARRIO DE LAS LETRAS
MERCADO DE RANAS
11
AMARILLO 22’3%
Blue Sky
FOOD
ECO PRIZES: Tabulé 2€ Ham panini 2,5€
MORE
live music throughout the day, from electronic to singer-songwriter and pop.
TO PARTICIPATE, send demo
Rosy
ve ulsi
ers y u b
Budget buyers
ood Fast f ts Outle Sales
Tra di
tion
Imp
E AC
GREAT MEDIA COVERAGE
13’1%
PURCHASE
COMPRA
PL
10
AND PROMOTIONS
OTHER WORKS
30 - 44 AVERAGE AGE
Orange
They even RENT SPACE for individuals.
MERCADO DE MOTORES
ARE HAPPY DOING CO-BRANDING
17’3%
R YE BU TS OF TRAC PE TY AT AT TH
DEVELOP A MORE ATRACTIVE RETAIL EXPERIENCE
6 THE LARGE RETAILERS 7 LIMITED WAREHOUSE 8
19’3%
DIRECTORS
AGGRESSIVE. CREATES A CALL TO ACTION. SUBSCRIBE, BUY, OR SELL.
NEW MADRID’S STREET MARKETS GUIDE
4
EMPLOYEES
R LO CO
9
LOYALTY
BLA
BLA
25 € FOR CITIZENS.
5
BLA BLA
BLA
BLA
12 REASONS TO OPEN A POP UP STORE 1 POP UP STORES ARE BRAND NEW
PURCHASE
25’2 % MEN
EDAD
AD
From 5.000 € Pop-upStore Spain + make
MALLS AD
ECONOMY
PSYCHOLOGICAL STIMULUS Tempting to know that is not going to be there for a long time.
RTISMENT VE
You have to wonder, call attention by offering something unique and seemingly elusive or hard to find.
PURCHASE 20’3%
ORANGE
ANDS BR
LIMITED TIME
MORE & MORE COMMON DUE TO THE CRISIS Low cost rent allows a better stand because the seller can expend more in it
74’8 % WOMEN
OPTIMISTIC AND YOUTH. OFTEN USED TO ATTRACT THE ATTENTION OF BUYERS IN THE SHOWCASE
ANDS BR
MARKETING IS ESSENTIAL
22’3%
PURCHASE
SO C
POP UP STORE
SHOPPING PLACE FOR A
Always TRACK & REVIEW ANALYTICS to measure your response, then refine your content based on findings
COMPULSING SHOPPING
define TACTICS & develop CONTENT
28’5%
5
HOUSEWIFES
RAVE MARKET
NECESSARY
20%
5
FOOD
MODIFY
4
OCCUPATION
TEST & ANALYZE
FOOD
SPECIFIC
PLANNED MEMORY
GENDER
MEMBERS
3
55% 9% 12%
TEMPORARY
VERBAL
Create a content CALENDAR
78% NEED AT LEAST 6 FLEA MARKET TO LIVE
FAMILIES
RTISMENT VE
45%
WORK
Color is one of the strongest design methods, although is not universal
OTHER
DISCONTI NUOUS
DISCONTI NUOUS OTHER
PURCHASING HABITS
5 CITIES/WEEK
27%
FOOD
PERMANENT TEMPORARY
IN THE RECOGNITION OF THE BRAND
GENDER
VEHICLES YEAR
ACTIVITIES
22% 41% 36%
BALEARES 24,1 %
MURCIA 24,4 %
PRODUCTS ON SALE
31% 36% 32%
COLOR
CATALUÑA 17,1 %
C.VALENCIANA 26,3 %
22% TWO FAMILIAR WORKING
TRADERS VS OTHER WORKERSStandard LABORpromotion RELATIONS Custom incentives
ADQUISICIÓN DE BIENES DE CONSUMO DIARIO
85%
ARAGON 15,9 %
CASTILLA LA MANCHA 35,7 %
MADRID 20,7 %
% REGULAR CUSTOMERS
TRADICIONAL MARKETING
PAIS VASCO 17,9 %
16,2 % reason to buy a specific item. Color as the main
DEMOGRAPHIC CHARACTERISTICS SELF-EMPLOYED
CANTABRIA 28,9 %
20-29
ALICANTE CITY
VISUAL APPEARANCE
EL CORTE INGLES MAISONAVE
CAMPOAMOR
More o just a week
5%
that consumers put the visual appearance and the color above other factors when buying.
PARQUE VISTA HERMOSA
ALTOZANO
3 trm 4 trm
COLOR & MARKETING
PANORAMIS
LOS ANGELES
1 trm 2 trm
AFFECT PURCHASES?
GRAN VIA
SAN AGUSTÍN
Less than a week
3 trm 4 trm
What do the tourists visit in Alicante?
trust more in this kind of
Hight capacity, low quality
POTENTIAL CUSTOMERS OF THE NEIGHBORHOOD/YEAR
Equally
1 trm 2 trm
8 of each 10 internet user use the social network
willing to move away from the site we are goint to in order to find a parking plot.
PARKING MALLS
millions
Deficient organization and Hierarchy of stands
SAN AGUSTÍN
ST SE OME RV ICE R’S
1,5 years ago.
APPS
FREE PARKING
CU
millions
10%
300 - 400 meters is what we are
T DUC O R P GE R AN
80,4 € 80,2 €
shopping
non competitive parking
= 230 parkings
2012
90%
100% TICKETS 80% PLANE, TRAIN TICKETS
16 - 30 AGE
75
BUYS IN ALL CATEGORIES MORE THAN THE AVERAGE
80% TECHNOLOGY 70% APPS
Boughts
2010
80
more items on the internet than
51%
46%
41%
49% bought
GENUINE BUYER ONLINE
VD D/D C / S K BOO
45%
38% 29 %
60%
58%
TE CN OL OG IA
55 %
33%
% 50
2N
Studies level
PURCHASER OF PRODUCTS PURELY ONLINE
TECHNOLOGY BUYER
42%
Frequency
D
ND HA
AR
E UL TI C
S
MOVIES & GAMES
ONLINE BUYING HABITS
PURCHASER OF PRODUCTS TRADITIONALLY OFFLINE
2009
Banks Large stores
Clo sho thing ps
al b
uye
rs