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A strategy for publications. Part II Enhancement of marketing products Maria-Luz SEOANE ([email protected]). Marketing activities and products Objective • Increase visibility and brand recognition (spread the word that we exist) • Improve INE´s image. 1. - PowerPoint PPT Presentation
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Disseminating statistics: Internet and PublicationsMadrid, 3-5 March 2008
A strategy for publications. Part II
Enhancement of marketing products
Maria-Luz SEOANE([email protected])
Disseminating statistics: Internet and PublicationsMadrid, 3-5 March 2008
Marketing activities and products
Objective
• Increase visibility and brand recognition
(spread the word that we exist)
• Improve INE´s image
1
Disseminating statistics: Internet and PublicationsMadrid, 3-5 March 2008
Marketing activities and products
Fairs: Madrid book fair (May- June) Novelties:
Yearbook & Spain in figures Women and men in Spain & ...
Gifts: pens, folders, sweets, etc
Publications and other paper products (Spain in figures, INE figures)
2
Disseminating statistics: Internet and PublicationsMadrid, 3-5 March 2008
Marketing products in paper format
General public
• Calendar 2008 -short term indicators. 2 formats: table top (13 000 units)
bookmarker (11 500 units)
• Catalogue of products and services62 pages, published every 2 years
• Latest figures (monthly leaflet)
3
Disseminating statistics: Internet and PublicationsMadrid, 3-5 March 2008
Marketing products in paper format
Specific purpose
• A statistical operation Agriculture ( 2008 calendar )
• Books1528 Census. King Charles I (see leaflet _ ) Spain in figures (see leaflet _ )
4
Disseminating statistics: Internet and PublicationsMadrid, 3-5 March 2008
Are we exploiting all the tools we have available?
Two examples
5
Disseminating statistics: Internet and PublicationsMadrid, 3-5 March 2008
First case study: a bulletin for respondents
Survey on ICT usage & e-commerce in companies 2006
Leaflet, 4 pages, 30 500 units (annual)
Second case study: latest figures
Monthly leaflet, 2 pages, 64 000 units per month
6
Disseminating statistics: Internet and PublicationsMadrid, 3-5 March 2008
What can we learn from them?
7
Disseminating statistics: Internet and PublicationsMadrid, 3-5 March 2008
What can we learn from them?
Why don´t we try to transform our informants into satisfied users of INE outputs?
By including relevant information about INE outputs in the leaflets they receive
Easy access to them: existing relationship with them
8
Disseminating statistics: Internet and PublicationsMadrid, 3-5 March 2008
Dissemination cycle (I. Felegui)
INE Users
Robustreputation
Trust
Cooperation
Quality
9
Disseminating statistics: Internet and PublicationsMadrid, 3-5 March 2008
Thanks for your attention
