ensayo by Javier Bello

Investigaci贸n sobre el Espectador (Marca, Mercado, Competencia, Lectores, Anunciantes y Internacional).

INVESTIGACIÓN

Marca

A pesar que el periódico El Espectador es el mas antiguo del país no es el mas leído ni el líder en el mercado, ya que hubo una confusión y olvido de la identidad de la marca.

Vinculaciรณn

INVESTIGACIร N

Mercado

La creaciรณn de pertenencia y posicionamiento de los lectores en la marca, es la mayor diferenciaciรณn que se puede hacer para liderar la participaciรณn en el mercado.

INVESTIGACIÓN

Competencia

Los consumidores elijen sus preferencias informativas centrando su elección a la vinculación que obtengan según sus gustos y preferencias.

INVESTIGACIÓN

Lectores

Cautivar y sostener a los lectores es cada vez mas complicado, por ende hay que ofrecerles valores agregados que obtengan por medio de una diferenciación propia vinculada a sus perfiles de vida.

Selectivo

INVESTIGACIÓN

Anunciantes

No se ve una vinculación con el anunciante mas allá de ser el medio que publica su anuncio según las especificaciones que este establece.

SOY ESPECIALISTA DIARIO, SOY EL ESPECTADOR

OBJETIVOS

Dar a conocer que la circulaci贸n del peri贸dico El Espectador es diario Ganar m谩s anunciaste que pauten en el peri贸dico Aumentar los suscriptores Fidelizar suscriptores actuales Aumentar la venta en calle

GRUPO OBJETIVOS

lideres de opini贸n que mueven masas, desde el voceador, pasando por el l铆der de cada barrio hasta el especialista en temas concretos.

A. Empresas que deseen pautar en el medio B. Pymes y independientes que deseen promocionar su marca.

1 BENEFICIOS

. Mayor informados, según sus interés. .Reciben diversas opiniones y puntos de vista. . Formato manejable. .Diseño innovador. .Obtienen promociones y concursos.

2 .Pautar nacionalmente. .Reciben descuentos, promociones y vinculaciones. pueden personalizar sus anuncios.

1 BENEFICIO DIFERENCIADOR

Informaci贸n especializado, con diferentes puntos de vista y opiniones, vinculado espec铆ficamente con el lector por sus preferencias y estilos de vida.

2 Una personalizaci贸n, disponible para promocionar y difundir las marcas

1 ESTRATEGIAS

Lanzar una campa帽a para recordar que El Espectador tiene una circulaci贸n diaria, vinculando SU diferenciador actual ( especialistas).

2 Ofrecer una Personalizaci贸n en la Publicaci贸n del anuncio para promocionar y difundir las marcas.

CONCEPTO

HOY EL ESPECIALISTA DIARIO PUEDE SER USTED

TÁCTICAS 1. IDENTIDAD MARCA 2. NAVEGACIÓN ESPECIALIZADA 3. IDENTIFICACIÓN EN CALLE 4. ÉNFASIS ALEATORIOS

lunes

Los 7 énfasis del espectador ahora serán aleatorios, cada día encontraras uno distinto; porque desde ahora tú puedes ser el especialista a diario de lo que decidas… Reúne las tirillas de un mismo énfasis que elegirás según tu estilo de vida en los meses de noviembre y diciembre. Inscribe los códigos de las tirillas y participa en el sorteo de un viaje hecho para ti que nunca olvidaras.

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4. ÉNFASIS ALEATORIOS

THE KEY IS