The crea^vity of burdastyle Portugal

 The crea(vity of burdastyle Portugal crea(ng new revenue and engaging audience through online Ian Levy – TailorMade media INMA – Magazine Seminar, Lisbon Cascais 19-­‐21 October about us •  Start up •  Niche segments/ special interests •  More than print – mul(-­‐plaJorm aproach to content and audiences •  Online centric burda as we knew •  Do it yourself •  Strong brand, but old image •  Print, only history 1965 Circula(on of BURDA MODEN reaches one million 1952 Single paRern produc(on starts January 1950 100,000 copies of the first issue of BURDA published “Fashion is a language everyone understands – a global power.” Publisher and visionary Aenne Burda in the 1960s 8 March 1987 BURDA MODEN is the first Western magazine to be published in Russian in the Soviet Union. According to Raisa Gorbachev, the fashion magazine was "a contribu(on to the democra(za(on of women in the Soviet Union." 1995 BURDA MODEN is published in China 2001 Burda goes online www.burdafashion.com BURDA MODEN is published in 16 languages and 89 countries worldwide 2004. 2009 Relaunch: from issue #8/09, BURDA MODEN will become burda style Online launch of burdastyle.de burda today (in Germany) •  Print •  Online: •  e-­‐commerce of burda paRerns (phisical and download) •  “burda comunity” what was the PT business poten(al? •  We knew: -­‐ about the past sales -­‐ increasing relevance of cost savings •  Then we searched online and found: – mul(ple ques(ons about sewing – blogs – sites of related topics – referels of interna(onal sites with similar content there was poten(al for more •  If we: –  Reposi(on the brand –  Were crea(ve regarding the business model – new plaJorms –  Were crea(ve in enganging and promo(ng our inicia(ves to our audience burda PT business model • 
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Online comunity -­‐ Facebook Online e-­‐commerce based plaJorm Sewing workshops Books How to videos -­‐ tv program Sub products (kni(ng, patchworks) online comunity facebook – first step •  We started agressivelly gathering members (facebook ads: 78 million impressions; 4.417€) •  within 3 months we had 6.000 followers •  Then this comunity and FB campaign leveraged the launch of the magazine •  When we reached 10.000 we stoped facebook ads campaign and growth became viral •  Today: aprox 20.000 fans, the second largest facebook page in portuguese women monthly magazines much more than social media Promote the cover of current issue Ac(ve in pos(ng and responding •  Expand and engage audience • Average impression 15 to 20.000 • Redirect 40% of the site trafic • Sell on and off line Cross promo(on with other pages www.burdastyle.pt Promotes cover of the month Central de Costura – a free service Shop of burda single and downloadable paterns Integra(on with facebook page Third Par(es shop Qualquer Coisa Escrito aqui Also sells: workshops books, subscrip(ons www.burdastyle.pt •  Also a membership (opt-­‐in) e-­‐newsleRer (+2.100 subs) •  More than 100.000 pageviews, +15.000 visits, more than 5 min. •  40% of its trafic comes from our facebook page sewing workshops •  complexity of the magazine: help for beginners •  brand Academia burda •  3 levels to learn “how to” work with the burda paRerns •  partnership with specialized schools •  more than 300 graduates so far books •  complementary learning tool •  first issue (5.000 copies) there are 450 len •  others will come sapo portal and tv •  burda content will be part of the largest online content agregator in Portugal •  “ideas from burda”: a monthly 25 min. part on a morning TV program and burda tricot •  Print, but also: –  workshops –  books –  how-­‐to videos enganging and promo(ng •  Every audience is a poten(al buyer •  Integra(on between online and offline •  Once engaged, we can comunicate, promote, reply, ask... but mainly, sell on and off line. engagment and diversifica(on Dez 2009 Nov 2011 Jan 2011 20.000 followers May 2009 15.500 followers Sept 2009 13.000 followers 11.500 followers Fev 2009 6.000 followers mul(-­‐plaJorm social driven business Print burdastyle.pt TV
NewsleQer workshops near future •  trade shows – outlet opportuni(es •  Brazil + Angola & Mozambique •  Thank you