1 the unique sales event in czech republic

THE UNIQUE SALES EVENT IN CZECH REPUBLIC
1
Partners of Shopping Fever...
2
SUMMARY
• The
IDEA
•
The CONCEPT
•
The PROMOTION
•
The RATES
3
the idea
• Organize the unique sales event in Czech Republic
in May 2014 (16th - 18th)
• Link the strenght of 3 lifestyle brands for the shopping event (ELLE, Marie Claire and InStyle)
• Provide discounts and gifts to
the readers but also educate and entertain them with our partner pop-up events
• Generate traffic in the stores and increase
our partners revenues
• Reach up to 4 million people
through our 360° campaign
4
the concept
Shopping Fever is 3 days of shopping re-inforced by unique pop-up events
Women will enjoy their shopping by:
• Purchasing their favorite goods at special rates
(partner discount/gift coupons)
• Participating to exclusive pop-up events
• Receiving personal fashion/beauty advices
• Meeting the main personalities of the Czech fashion
and beauty world but also our editorial teams
(fashion stylists, make-up artists, celebrities)*
* I.e.: J. Králíček, K. Otevřelová, M. Matyášová, L. Kermes, J. Semerád,
Z. Pelková, M. Skřenková and others. Celebrities will be contacted on demand
of the client.
5
the concept
How does it work?
• Women purchase May issue of ELLE,
Marie Claire or InStyle to discover our
partners offers (discount/gift coupons)
and pop-up events presented in
the Shopping Fever newspaper
• They use the discount/gift coupons
in stores to access the partner offers or
the extra gifts provided during the pop-up events
• On the top of their discount/gift trendy
Shopping Fever bags will be provided to them
6
the CONCEPT - the partner offers
Partner brands are providing unique offers (discounts/gifts) to all ELLE, Marie Claire and InStyle readers
The partner offers are presented in 3 different ways:
Offer presentation
• Upscale advertising module introducing the partner brand and its offer (discount/gift)
• Modules in 4 sizes (1/6, 1/3, 2/3 or full page) - the bigger size, the more visibility for the partner
• Communication in the Shopping Fever microsite linked to the ELLE and Marie Claire websites
Offer coupons
• Coupon linked with each partner offer is printed in the Shopping
Fever supplement
• Coupon must be provided to the store cash desk in order
to access partner offer
Shop addresses
• All partner store addresses are indicated on the Shopping
Fever microsite and in the Shopping Fever mobile application
• Part of the partner store addresses is presented
in the Shopping Fever supplement
These offers are valid only for beauty, fashion and design clients
• If you are interested to participate see our offer on slide 19
7
the CONCEPT - the partner offers
1/3 & 1/6 page
1/6 & 2/3 page
25 %
THERM
Užijte si nákupy nové kolekce
Lindex podzim/zima 2013 se
slevou 25 %. Akce platí během
Dnů Marianne ve všech 18 pro
dejnách Lindex Česká republika.
Více na www.lindex.com
THERMS
70 %
THERMS
2+ d0ár ek%
Velký výběr kvalitní dámské konfekce na jednom
místě. Přijďte ve Dnech Marianne do obchodu
Lady Moda v Praze ve Vodičkově ulici a využijte
slevu 25 % na novou podzimní kolekci a 50–70%
slevu na vybrané modely.
www.ladymoda.cz
THERMS
25 %
Kolébkou značky
List je Řím. V modelech
vyráběných výhradně v Itálii
se dokonale mísí elegance,
nadčasovost a ženskost. To
vše, spojené s cenovou
dostupností, je jasnýmfhgfgdf
důvodem, proč značku List
poznat blíž. sdfdsfdsfsdfsdf
adjhga djhasgd hasdhd
MAIN SPONSOR LOGO
MAIN SPONSOR LOGO
25 %
THERMS THERMS
Buďte ještě krásnější!
K nákupu produktů Clarins
v minimální hodnotě
1200 Kč dostanete
elegantní tašku a 4 produkty v cestovním balení:
intenzivní lesk na rty,
bronzový pudr, jemnou
samoopalovací pěnu
a rozjasňující denní
krém. Pouze
v parfumeriích
SEPHORA.
25 %
25 %
25
THERMS THERMS
Oblečte se do vůně Bvlgari od hlavy až k patě, a budete
neodolatelná v každém okamžiku. Během Dnů Marianne
dostanete k nákupu vůně Bvlgari dámskou večerní
taštičku Bvlgari, která skvěle podtrhne vaši dokonalost.
Nabídka pouze v parfumeriích SEPHORA.
THERMS
THERMS
V drogeriích a parfumeriích
ROSSMANN pro vás během
Dnů Marianne připravili
exkluzivní slevu 30 % na všechny
řasenky L’Oréal Paris.
25 %
Nová kolekce Liu•Jo se
soustředí na absolutní ženskost
prostřednictvím elegantního stylu. Ženský a okouzlující
půvab značky se promítá i do modelů pro všední dny.
Kolekce těží z barevných tónů a důrazu na detaily.
Dominují zde na jedné straně jemné a teplé tóny, jako
je růžová a granátová, až po tmavě modrou a ikonickou
černou, v kombinaci s neutrálními tóny. zde na jedné
straně jemné a teplé tóny, jako je růžová a granátová,
až po tmavě modrou a ikonickou černou, v kombinaci s
1 page
25
MAIN SPONSOR LOGO
MAIN SPONSOR LOGO
až po tmavě modrou a ikonickou černou, v kombinaci s
straně jemné a teplé tóny, jako je růžová a granátová,
černou, v kombinaci s neutrálními tóny. zde na jedné
je růžová a granátová, až po tmavě modrou a ikonickou
Dominují zde na jedné straně jemné a teplé tóny, jako
Kolekce těží z barevných tónů a důrazu na detaily.
půvab značky se promítá i do modelů pro všední dny.
prostřednictvím elegantního stylu. Ženský a okouzlující
soustředí na absolutní ženskost
Nová kolekce Liu•Jo se
THERMS
Během Dnů Marianne určitě nesmíte minout
obchody Marks & Spencer! Na veškerý dámský
sortiment kromě spodního a nočního prádla,
punčochového zboží a kosmetiky
je pro vás připravena sleva 25 %.
25 %
MAIN SPONSOR LOGO
MAIN SPONSOR LOGO
je pro vás připravena sleva 25 %.
punčochového zboží a kosmetiky
sortiment kromě spodního a nočního prádla,
obchody Marks & Spencer! Na veškerý dámský
Během Dnů Marianne určitě nesmíte minout
25 %
8
the CONCEPT - the pop-up events
• The pop-up events are original programs organized in partner stores and other cool
shopping locations
• They are taking place from Friday to Saturday (16th -17th May)
• Their objectives are to create a traffic inside of our partner stores and increase their revenues
• The pop-up events are produced in cooperation with one magazine brand selected by the partner (ELLE, Marie Claire or InStyle) which could provide many benefits to the partners, i.e. a subscripti-
on at special rate, participation of editorial team, limited edition products, etc. (to be discussed
with partner)
• The pop-up events production is covered by the partners and their
concepts have to be developed and agreed between the partner,
the Shopping Fever organizers and the editorial team of the magazine
concerned (see examples on next slides)
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the EXAMPLES - fashion pop-up events
InStyle Styling Fever
• 3 times a day 15 readers are dropped lose in store for 15 min and should
build by their own one ideal outfit
• The outfits are judged by InStyle team and the winner receive the outfit for free
Marie Claire Fashion trend book
• Famous fashion stylist shows to readers how to transform runway trends
into real life trends
• The readers have the possibility to use the stylist for personal shopping
ELLE Street Style
• Famous trendsetters presented on ELLE editorial pages are invited to the
partner store to advice the readers on trendy street styling
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the EXAMPLES - beauty pop-up events
InStyle Make-up Bar
• A make-up bar is built in front of a perfumery.
There few make-up artists are providing to public all the latest make-up trends
Marie Claire Beauty Trend Book
• Make-up artists show to readers which kind of trendy make-up they can wear
during the day and easily transform into night looks (5 looks)
ELLE Beauty Bag
• In one perfumery store ELLE presents the photos of celebrities‘ make-up bags
introduced recently in the magazine. The celebrities are invited to the event
• Addititonally ELLE beauty editors create few unique beauty bags with the
partner products (for evening, work day, trip, problematic skin, etc.).
The cosmetic bags are sold with special offer during Shopping Fever
Similar projects could be adapted with hair cosmetic brands
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the EXAMPLES - other pop-up events
Pop-up store
• Organize a pop-up store of partner brand during Shopping Fever in cool shopping location
Fashion shows
• Organize fashion shows in Na Příkopě
Fashion concert
• Organize fashion concert in Na Příkopě or mini-concert in a store
Model casting
• Meet famous talent scout of Elite Model management and receive
customized advices
Cocktail with celebrities
• Organize evening cocktail with celebrity presenting a brand
Product launch
• Launch new product during Shopping Fever in cooperation with
one of our magazines
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the CONCEPT - the pop-up events
How does it work?
• The pop-up event services are provided to anyone but pop-up event gifts are provided
only through the Shopping Fever coupons
• If the readers participate to a pop-up event and purchase a product of the
brand organizing the event, the readers will receive an extra event gifts from the brand
(on the top of the coupon offer)
• In case too many customers would like to use the partner services during
the event, new meetings will be re-scheduled with the readers after
the Shopping Fever event
The pop-up events are presented in: • The partner advertorials linked with Shopping Fever in ELLE, Marie Claire and InStyle
• The Shopping Fever newspaper included in ELLE, Marie Claire and InStyle,
distributed around shopping-malls
• The Shopping Fever microsite (promoted by the ELLE, Marie Claire and
partner brand website)
• Facebook (ELLE, Marie Claire, InStyle and partner brand facebook)
• The store posters and paper boards (displayed in our partner stores
at least 3-4 weeks before the event)
If you are interested to organize a store event see our offer on page 21
13
the CoNCEPT - the competition
• To stimulate the spendings of the ELLE, Marie Claire and InStyle readers the Shopping Fever competition is called out
• Shopping Fever participants will compete to become the Best Shoppers and win one
of the 50 luxurious presents, i.e. diamond rings, perfumes, cosmetics, spa vouchers
• Within 10 days after Shopping Fever the shoppers should send to the Shopping Fever
organizers at least 3 recipes (goods bought with the Shopping Fever coupons) plus answer
to the competition question
• The winners will be selected by the Shopping Fever organizers
• The competition will be promoted in the Shopping Fever supplement, the Shopping Fever newspaper, the Shopping Fever microsite and on facebook (ELLE, Marie Claire and InStyle)
If you are interested in sponsoring the winner prizes, please contact our team
14
the PROMOTION - print media
The Shopping Fever supplement
The supplement is identical in ELLE, Marie Claire and InStyle
It presents: • The Shopping Fever concept
• The partner offers + coupons
• The general sponsor product(s)
• The call out of the Best Shopper competition
• The Shopping Fever microsite
• The Shopping Fever mobile application
• The part of partner store addresses*
The Shopping Fever newspaper
The Shopping Fever newspaper is a glossy newspaper presenting all the pop-up events program.
It is inserted in the Shopping Fever supplement but also distributed in front of the main
shopping malls
* The full list of partner store addresses in indicated on the
Shopping Fever website and in the Shopping Fever mobile application
15
the PROMOTION - digital media
The Shopping Fever microsite
The Shopping Fever microsite is promoted by ELLE, Marie Claire and other Burda Media 2000
and Burda Praha websites
It presents:
• The Shopping Fever concept
• The partner offers
• The general sponsor product(s)
• The call out of the Best Shopper competition
• The Shopping Fever newspaper
(introducing all the pop-up events program)
• The Shopping Fever mobile application
• The full list of partner store addresses
The Shopping Fever application
The Shopping Fever mobile application allows the readers to: • Find all the Shopping Fever stores on the map
and indicate the fastest way to visit them
• Be updated about the Shopping Fever pop-up
events and their location
• Create personalized shopping list
If you are interested to sponsor the application, please contact our team
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the PROMOTION - campaign
46 201
2 110 284
1 153 582
SOCIAL
MEDIA
RADIO
PRINT
mobile
APPLICATION
360°
CAMPAIGN
REACHING
UP TO 4 M.
PEOPLE
1 510 616
WEBSITES
+ NEWSLETTERS
POS
OUTDOOR
+ SHOPPING
CENTERS
EVENT
*estimated without overlap by Burda Media research
17
the RATE - main sponsors
The main sponsor provides:
2 000 000 CZK fee
Main sponsor receives:
main sponsor offer details:
advertising stripe in the SF supplement
logo placed on the back of each coupon (with SF logo)
1st double page advertising in the SF supplement
1 page main sponsor info in the SF supplement
back cover of the SF newspaper
1 module full page
microsite branding with link to the main sponsor web
promotion on Burda Praha + Burda Media websites
advertising stripe in all the SF media campaign
advertising stripe in all the stores posters
logo on the SF store bags
possibility to organize SF pop-up event**
Reach*
Media value CZK
245 500
245 500
245 500
245 500
255 500
245 500
180 000
1 405 616
1 153 582
150 000
50 000
5 904 000
2 345 000
1 310 000
635 000
245 000
180 000
400 000
4 976 500
1 810 250
236 450
600 000
200 000
18 842 200
-
TOTAL
3 358 198
*People, source: Media projekt 4-9/2013; Google analytics 10/2013, estimated by Burda Media research
**Production costs are covered additionally by the main sponsor
18
the RATE - partner offer
The partner provides:
module sizes
Rates in CZK (booking till 14. 2. 14)
1/6
1/3
2/3
1 page
36 000
67 000
126 000
180 000
The store partner receives:
• 1 module in the Shopping Fever supplement in ELLE, Marie Claire and InStyle
• 1 coupon in the Shopping Fever supplement in ELLE, Marie Claire and InStyle
• 1 module on the Shopping Fever microsite
• All partner store addresses listed on the Shopping Fever microsite and in the Shopping Fever mobile application
• Shopping Fever posters (1 per store)
• Shopping Fever bags
Reservations:
• To order the chosen size of the module go to:
www.shopping-fever.cz
• Contact person: Kateřina Prepslová
[email protected]
+ 420 725 780 117
19
the RULES of the partner offer
Rules to be respected:
• The offer is valid only for fashion, beauty and design brands
• Each module could be used only for one brand
• Discount is applied to all the brand collection (not just to one part)
•Fashion partners should provide a minimum discount of 25% or a present and 30% discount or valuable present to holders of Mastercard/ Elite program. Presents to be agreed by the Shopping Fever organizers
• Beauty partners should provide a minimum discount of 20% or a present and 25% discount or valuable present to holders of Mastercard/ Elite program. Presents to be agreed by the Shopping Fever organizers
• Design partners should provide a minimum discount of 15% or a present and 20% discount or valuable present to holders of Mastercard/ Elite program. Presents to be agreed by the Shopping Fever organizers
• Shopping Fever is promoted on partners facebook and/or website at least 3 weeks before the event
• Shopping Fever posters are hanging in the partner shops at least 3 weeks before the event
20
the RATE - pop-up events*
The partner provides: • 200 000 CZK fee
• Extra gifts for pop-up event customers
• Event production (fashion stylist, make-up artists,
make-up desk, free drinks, etc.)
The partner receives:
pop-up event partner offer details
Reach**
Media value CZK
1 page advertorial in ELLE, InStyle and Marie Claire (linked with SF, developed with
the partner brand) ***
1/6 module in ELLE, InStyle and Marie Claire (possibility of having higher format
but extra fee)
1/2 page presentation of the partner pop-up event in the SF newspaper
presentation of the partner pop -up event in the SF microsite and facebook
(ELLE, Marie Claire and InStyle)
integration of one magazine brand into the pop-up event (ELLE, Marie Claire
or InStyle)****
SF store and pop-up event posters****
SF store bags to be distributed in the store****
SF labels marking the best products****
SF paper boards
245 500
760 000
245 500
36 000
255 000
226 201
170 000
500 000
-
TOTAL
323 358
*The offer is mainly valid for the fashion and beauty brands - In case of brand from other segment, the offer will be customized
(please, contact our team) The offer is valid only for one brand
**People, source: Media projekt 4-9/2013; Google analytics 10/2013, estimated by Burda Media research
***Production costs of the advertorials are covered by the partner
****Does not apply for shopping malls
500 000
1 966 000
21
the CONTACTS
Markéta Jelínková
Advertising Director of Lifestyle magazines
+420 724 119 037
[email protected]
Monika Tobolková
Advertising Manager
+420 724 833 153
[email protected]
Kateřina Zajícová
Senior Media Consultant
+420 721 421 103
[email protected]
Andrea Nassir
Senior Media Consultant
+420 603 549 818
[email protected]
Míša Najmrová
Senior Media Consultant
+420 603 549 821
[email protected]
Markéta Kufrová
Senior Media Consultant
+420 603 883 556 [email protected]
Marie Jarosová
Advertising Manager
+420 603 178 029
[email protected]
Hanka Michalíková
Senior media consultant
+420 731 421 777
[email protected]
Iveta Šlemrová
Senior Media Consultant
+420 724 4321 65
[email protected]
Monika Szeroczyńska
Project Manager
[email protected]
+420 774 208 902
Lucie Šírová
Project Director
[email protected]
+420 604 227 224
(C) All concepts, ideas and proposals presented in this material belong to and are a business secret of Burda Media 2000