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Blog de Marketing Markarina por Javier Guardiola


¿Conseguirá Arroz la Fallera el emoticono de la paella? >> Operación #paellaemoji

operacion-paellaemojiArroz la Fallera está intentando conseguir que la paella sea reconocida como emoticono y para ello ha desarrollado una acción que lleva más de un mes haciendo ruido en las redes sociales.

La Paella compite contra otras miles de propuestas y Unicode sólo aprueba en torno a 50 emojis al año. La marca ha enviado la petición formal y ahora necesita el apoyo en las redes sociales con el uso del hasthtag de #PaellaEmoji en las mismas.

A menudo nos preguntamos como podemos innovar en Marketing sin ser una gran multinacional, pues el caso de La Fallera va camino de convertirse en uno de los casos del año, sobre todo si consigue meter la paella en todos los móviles del mundo. Como valenciano y como marketiniano esta acción me ha gustado mucho y por eso he decidido compartir y apoyar.

Para darle notoriedad a la campaña hace algunos días la marca envió al humorista valenciano Eugeni Alemany a San Francisco que visitó las oficinas de varias empresas tecnológicas para entregar su petición.

Además esta acción se lanza en el mes de marzo, en plena época de Fallas en Valencia y con apoyo de la acción con vallas en las calles; de cara a la primavera en la que hay previsión de tiempo en Valencia bueno. La Fallera pone a disposición de todos gráficas para compartir en las redes sociales en la sección de su web Operación Paella Emoji

La campaña está consiguiendo bastante engagement en las redes sociales, sobre todo de valencianos y del sector de la hostelería. He podido ver apoyo a la campaña en las redes sociales de Amstel, Los 40 Principales o El Valencia Basket.

Yo creo que para darle un empujón habría que conseguir más apoyo desde fuera de Valencia y llegar a más personas de otras provincias del país donde también se disfruta de la paella e incluso de fuera de España; con este post intento aportar mi granito de arroz en esta Paella.

Te voy a dar 7 motivos para que apoyes esta acción:

– Darle visibilidad mundial a un plato que forma parte de la cultura valenciana y española
– Consolidar nuestra gastronomía como una de las Top
– Ayudar a una Pyme, motor económico de nuestro país
– Apoyar al turismo gastronómico, tan importante para todos
– Hacer marca España en todos los móviles del mundo
– Llevar a la Paella al mismo nivel de reconocimiento mundial que el sushi o la hamburguesa que tienen sus emoticonos
– Conseguir una noticia positiva para todos. Las necesitamos.

Si estás de acuerdo con alguna de ellas comparte el post o usa el hashtag #paellaemoji

Suerte a todos!


Cómo subir 100 posiciones en Tripadvisor y otras conclusiones de #Fitur2015


¿Sabes cuánto cuesta subir 100 posiciones en Tripadvisor? A NH le ha costado 30 millones de euros conseguir que el hotel NH Eurobuilding subiera esas posiciones en el famoso ranking. Este hotel es uno de los buques insignia de la compañía pero se había quedado obsoleto y han tenido que invertir esa cantidad en renovación y reposicionamiento para conseguir llegar a la posición número 10 de Hoteles en Madrid de Tripadvisor.

En una charla a la que pude asistir; se narró el completo proceso de reforma, como se ha reposicionado el hotel que ahora está bajo el paraguas de la marca “NH Collection” y los nuevos servicios y experiencias del hotel, como la oferta gastronómica y las actividades de belleza y salud.

Una inversión que espera ser recuperada en 5 años gracias al incremento de la demanda y el mayor precio. Es un apuesta importante, pero a la vez necesaria para un producto como el Eurobuilding que se había quedado muy por detrás de la oferta actual de hoteles de la ciudad de Madrid.

Todo aquel que tenga un hotel antiguo, ya sabe que la única forma de generar más demanda y de subir el precio medio es invirtiendo en su establecimiento y agregando valor añadido.

En Fitur, se respiraba optimismo y muchos proyectos en cartera para los próximos años. Otra lección magistral de la feria la dio Kike Sarasola en su conferencia de presentación de BeMate.


Kike y su equipo han lanzado en tres meses una aplicación que permite alquilar apartamentos situados cerca de sus hoteles, ofreciendo a los clientes que alquilan estos apartamentos los servicios de valor añadido del hotel como el Desayuno.

Portales como Airbnb están quitando mucha cuota a los hoteleros que tratan de luchar de forma legal contra esta nueva tendencia; esta lucha es complicada y Kike en lugar de luchar ha montado una plataforma en la que pueden participar incluso otros hoteles que no sean de su cadena, siempre y cuando cumplan unos estándares.

Room Mate tiene 2.000 habitaciones y Be Mate ya tiene 120.000 habitaciones. ¿qué os parece? A mi me parece magistral. Veremos como les sale la jugada, pero todo parece que incluso el negocio de la plataforma puede ser mayor al hotelero muy pronto.

En el sector hay una cierta inquietud por la desintermediación y todos los hoteles quieren quitarse intermediarios de en medio. La mayoría de ellos no sabe como hacerlo, pero son conscientes que necesitan hacerlo. El lado bueno es que les aportan volumen y el malo es que les restan competitividad. Algunas personas me reconocieron tener en sus planes a 5 años tener un 25% de negocio directo pero sin muchas ideas de cómo hacerlo ¿lo conseguirán? De todo habrá.

Me sorprendió la cantidad de expositores tecnológicos especializados en Revenue Management (fijación de precios); que ofrecían muchos productos parecidos de control y seguimiento del precio de los competidores y fijación de precios automática en tiempo real. El pricing dinámico llevado a su máxima expresión.

Otra de las tendencias que se consolida es la especialización y el nicho de la oferta hotelera segmentando cada vez más el tipo de grupo al que se dirigen: jóvenes, parejas, familias,… y el tipo de producto que ofrecen. El café para todos va desapareciendo.

Muchos retos e inversión por delante en un entorno más positivo que años anteriores. Aunque el sector parece maduro, se enfrenta a nuevos escenarios como la aparición de nuevos competidores, la desintermediación y muchas oportunidades con el uso de la tecnología. Un ejemplo que no hay sectores maduros, hay directivos y empresarios con ideas o sin ellas. El año que viene más Fitur.


Coca-Cola y Cristina Pedroche fueron los ganadores de las campanadas

audiencia por cadenas

La Sexta logró ser la tercera opción de los espectadores para pasar los últimos momentos del año 2014 frente al televisor. Frank Blanco y Cristina Pedroche, y gracias a las transparencias de su vestido, logran duplicar la audiencia del año pasado.1.395.000 espectadores (un 9,7% cuota de pantalla) decidieron pasar este evento con los presentadores de “Zapeando”.

Ranking spots más recordados

Coca-Cola vuelve a liderar como la marca más recordada en este evento. La marca mejora su recuerdo del año pasado en 5,5 puntos porcentuales, consiguiendo un 21,3% de recuerdo gracias a su estrategia de aparecer en todas las cadenas privadas nacionales, y en concreto con los famosos “come uvas” en Telecinco y Cuatro.

En el top 5 de marcas más recordadas se encuentran también Obra Social “La Caixa”, que aparece como la segunda en el ranking gracias a que también apareció en todas las cadenas privadas nacionales, pero con spot normales (10% de los individuos encuestados recuerda su marca); la tercera marca es Aquarius que, al igual que su marca principal Coca-Cola, apareció en las cuatro cadenas nacionales privadas y se quedó muy cerca de la segunda del ranking, anotando un 9% de recuerdo sugerido. Estrella de Galicia y Seguros de Asistencia de Sanitas cierran el top five.

Trending topicsCristina Pedroche presentadora de las campanadas en La Sexta, fue la estrella de Twitter gracias al atrevido vestido transparente que lució y que dejaba poco a la imaginación ya que mostraba su ropa interior, también negra. Su habitual descaro y su sentido del humor provocaron que tuviera muchos comentarios positivos, sobre todo entre el género masculino que se cuestionaba si llevaría algo rojo, convirtiéndola en Trending Topic del primer día del año.

Son datos de MEC que ha estudiado el recuerdo de la publicidad emitida en televisión durante las campanadas. Además, ha analizado también el ruido (buzz) generado por los internautas en la red y el impacto que tiene sobre las marcas la presencia en este evento.


Growth hacking y el arte de molestar al usuario con popups

Últimamente se ha puesto de moda hablar de Growth Hacking que son una serie de técnicas de marketing online para ganar usuarios de forma rápida y así generar crecimiento rápidamente. En el gráfico aparecen las 6 áreas en las que trabajar para crecer y me voy a detener a evaluar la del email.


Entre alguna de las técnicas que más utilizan los llamados Growth Hackers son utilizar los famosos y denostados popups para captar correos de usuarios a los que mandarles emails de forma recurrente. La mayoría de Growth Hackers prometen incluso en esos popups no spamear.

La dificultad de posicionarse cada vez más en Google hace buscar a la gente técnicas como esta, pensando que serán el maná del nuevo marketing. Estos popups tan molestos y que estaban en desuso se pueden encontrar de nuevo en muchísimas webs y blogs que no valoran demasiado a sus usuarios.

Estos popups irrumpen en las pantallas de equipos, tabletas y móviles a la caza de un email. Si estás valorando utilizar esta práctica te invito a que antes hagas un sencillo cálculo (voy a ser muy optimista con los porcentajes):

1. Usuarios que al aparecerle un popup de tu web/blog dejan su email: 20%
2. Usuarios que cuando reciben un email lo abren: 3%
3. Usuarios que hacen click en algún enlace de tu email para entrar en tu web/blog: 3%

Es decir para conseguir que alguien habrá un email de los tuyos tienes que molestar a 166 personas y para que a través de ese mail vaya a tu web a 5555 personas. ¿crees que merece la pena?

Yo creo que no merece la pena molestar a tanta gente para intentar captarles un email. Yo te recomendaría preocuparte que el paseo por tu web sea una buena experiencia y es muy probable que vuelvan o que compartan con sus amigos. Se qué hay más prácticas de growth hacking y esta sólo es una de ellas. ¿cómo lo ves?


Lo fácil es quejarse, lo difícil es cambiar. Caso Taxis vs UBER


El jueves por la tarde, tras unos largos días de trabajo lo primero que pasó cuando llegue a mi ciudad es que un taxista con un coche sucio me reprochó que la desorganización de la cola de los taxis era culpa de los clientes: consecuencia el día siguiente probé UBER.

Reflexionando sobre la disrupción, veo que está sucediendo lo mismo que ha pasado en otros sectores donde aparece una oportunidad tan interesante gracias a la tecnología; todos protestan y nadie piensa que poder hacer pensando en el cliente y en el negocio. El sector del taxi podría reaccionar y en lugar de quejarse tanto, lo que podría hacer es pensar como poder adaptarse a las nuevas tendencias de los clientes y cambiar, pero eso parece que es mucho pedir.

En primer lugar, deberían hacer como Uber pedir a todos los taxistas que tengan los coches limpios y que huelan bien. No hace falta que sean nuevos pero almenos que de gusto estar dentro de ellos.

La introducción de los Precios dinámicos ayudaría a los taxistas a poder regular mejor oferta y demanda y de este modo intentar conseguir la capacidad completa para mejorar la rentabilidad. Deberían introducir en todos los taxis el uso tecnología, muchos de ellos todavía no llevan gps y se pierden. Incluso poder variabilizar los precios que pagas en función del taxi que te lleva, no es lo mismo un Mercedes, un Prius o un Dacia,…

Introducir sistemas de ranking para que los clientes puedan reservar un taxi exigiendo un nivel mínimo de ranking (mejoraría seguro la atención al cliente). La atención y la educación de muchos taxistas está muy lejos de lo que hoy se entiende en muchos servicios básicos. Poder reservar siempre un mismo taxi a través de alguna plataforma, si ya tengo confianza con un uno. ¿porqué no puedo repetir?

Y todo esto sería fácil de implementar gracias a la tecnología y a una mayor orientación mayor al cliente. Veremos como acaba la historia; de momento sólo protestas y pocas declaraciones de intención de cambio, pero seguro que todo esto al final trae algo positivo para el negocio y para los clientes.