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Panajot Jelev
Panajot Jelev

This document outlines an online strategy proposal for IKEA. It recommends focusing on display advertising, digital PR/integration, and search engine advertising across several property and home websites in Switzerland. Specific advertising placements, media values, and proposed IKEA prices are provided for websites like Homegate, NZZdomizil, ImmoScout24, eBay, Wildeisen, and Femina. The goal is to change customer perception of IKEA from "low price but low quality" to "best quality for low price" and become the top destination for kitchen, living, and bedroom furniture.

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IKEA Online 12. August 2009 Theaterstrasse 12a, 8024 Zürich, Phone 043 499 22 22, Fax 043 499 22 23 Montag, 14. Juni 2010
2010 A VISUAL PRESENTATION BY ZED DIGITAL Montag, 14. Juni 2010
a good job Montag, 14. Juni 2010
…CAN WE DO SOMETHING BETTER? Montag, 14. Juni 2010
Yes, we can! Our target is to change the customer perseption… Montag, 14. Juni 2010
in the past was: «low price but low quality» «best in the future is: quality for low price» Montag, 14. Juni 2010
THE GOALs • becoming the No. 1 destination for CKL… …and naturally… Jun-14-10 7 Montag, 14. Juni 2010
…«GEWOHNT ANDERS» Montag, 14. Juni 2010
SO NOW, ON YOU MARK, GET READY, THE STRATEGY… Montag, 14. Juni 2010
ONLINE STRATEGY Montag, 14. Juni 2010
Focus on four online activities DISPLAY DIGITAL PR/ SEARCH ENGINE ADVERTISING INTEGRATION ADVERTISING S • Homegate • Homegate.ch • Homegate.ch • Ebay.ch • Nzz.ch • Nzz.ch • ROL.ch • Wildeisen.ch • Wildeisen.ch • Immoscout24.ch • Femina.ch • Femina.ch • Lifeportal.ch • Swiss-architects • Lesquotidiennes.ch • Doctissimo.ch • Tio.ch Attractio Explication Conversion n Consolidation Montag, 14. Juni 2010
Timing Montag, 14. Juni 2010
Segmentation Montag, 14. Juni 2010
…some placement details… Montag, 14. Juni 2010
Montag, 14. Juni 2010
IKEA gets the unique chance to be online within a whole year on one of the most important estate website in switzerland. 1st Package -> Integration homegate-TV - logo-presence under the homegate-TV-window - Intro/Outro logo-presence (2 x 3 sec) - logo-presence on homegate Homepage - video-presence (inkl. production): 2x Immotalk 3x Casatipp 2x 5 special series - presence in promotion and PR of homegate TV (Print: blick, 20min, etc) - presence in the channels of bluewin, usgang, change, anzeiger, immo, Newsnetz (integrations of homegate TV) Total Media Value: CHF 1‘399‘100 IKEA Price CHF 196‘600 Montag, 14. Juni 2010
2nd Package -> Integration «light» homegate - Integration with monthly article about kitchens (incl. Interviews, pictures, test) - Teaser in channels for 12 weeks - Integration of an raffle with the chance to win a kitchen - article in homegate magazine (also promoted via facebook, twitter and youtube) - monthly Teaser in Newsletter - Teaser in searchabo 12 times - Video Rectangle on homegate - Skyscraper, Video-Ads and Rectangle on alle-immobilien (another big platform for estate) Total Media Value: CHF 104‘000 IKEA Price CHF 57‘200 Montag, 14. Juni 2010
Montag, 14. Juni 2010
On nzzdomizil.ch each month there is an editorial focus within the interior design section spotlight. One month can be a IKEA-Kitchen month! - a teaser button and a header on the entry page of NZZdomizil.ch and as well as on the Frontpage of NZZ Online - Package of standard Ad-Formats (Skyscraper, Rectangle etc.) - Newsletter-Integration Total Media Value: CHF 16‘000 IKEA Price CHF 9‘500 Jun-14-10 23 Montag, 14. Juni 2010
Jun-14-10 24 Montag, 14. Juni 2010
The perfect site for all who areAre you looking for an apartment to rent or a house to buy. ImmoScout24, the on of the largest online property market in Switzerland, is exactly the right place to start for IKEA. - Brandinday - Standard Display-Ads Total Media Value: CHF 97‘800 IKEA Price CHF 66‘690 Jun-14-10 25 Montag, 14. Juni 2010
Jun-14-10 26 Montag, 14. Juni 2010
On ebay we get the chance to have a text ad right under the bidding-box. So the awareness is really high for IKEA. Total Media Value: CHF 28‘800 IKEA Price CHF 25‘992 Jun-14-10 27 Montag, 14. Juni 2010
Jun-14-10 28 Montag, 14. Juni 2010
Wildeisen.ch is one of the most important Websites in the area of women and cooking. This is the right topic to place IKEA as a supplier of quality kitchen. - Skyscraper - Floating Ad - Teaser & Advertorial Total Media Value: CHF 18‘000 IKEA Price CHF 12‘112 Jun-14-10 29 Montag, 14. Juni 2010
Jun-14-10 30 Montag, 14. Juni 2010
Femina is one of the most important websites for women in the Romandie. - Rectangle - Teaser & Advertorial Total Media Value: CHF 20‘000 IKEA Price CHF 12‘055 Jun-14-10 31 Montag, 14. Juni 2010
Jun-14-10 32 Montag, 14. Juni 2010
As a portal and platform for good architecture, swiss-architects.com is the first address for realty developers and private builders who want to do more than just build houses. - IKEA can be present in the Newsletter with a Maxibanner to have a high impact on the IKEA kitchens Total Media Value: CHF 5‘400 IKEA Price CHF 5‘130 Jun-14-10 33 Montag, 14. Juni 2010
- Reach with standard display-ads Total Media Value: CHF 111‘692 IKEA Price CHF 62‘056 Jun-14-10 34 Montag, 14. Juni 2010
…now last but not least… how search engine work and why its so important for ikea! Montag, 14. Juni 2010
the launch of the new roger federer stamp Montag, 14. Juni 2010
WHO IS ROLAND HIRTER? Montag, 14. Juni 2010
the communication generates demand Montag, 14. Juni 2010
Results: 25 “Hirter”-Clicks for CHF 2.49 Montag, 14. Juni 2010
Thank you for your attention. © Die Urheber- und Nutzungsrechte an allen in dieser Präsentation gemachten Vorschläge bleiben vorbehalten. Sie sind Gegenstand eines verbindlichen Auftrags an B, G, Media. (Optimedia AG) zur Weiterarbeit und zur Realisation ihrer Vorschläge. Danke. Montag, 14. Juni 2010

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ʸ尭üԳ𲹳ʾٳ

  • 1. IKEA Online 12. August 2009 Theaterstrasse 12a, 8024 Zürich, Phone 043 499 22 22, Fax 043 499 22 23 Montag, 14. Juni 2010
  • 2. 2010 A VISUAL PRESENTATION BY ZED DIGITAL Montag, 14. Juni 2010
  • 3. a good job Montag, 14. Juni 2010
  • 4. …CAN WE DO SOMETHING BETTER? Montag, 14. Juni 2010
  • 5. Yes, we can! Our target is to change the customer perseption… Montag, 14. Juni 2010
  • 6. in the past was: «low price but low quality» «best in the future is: quality for low price» Montag, 14. Juni 2010
  • 7. THE GOALs • becoming the No. 1 destination for CKL… …and naturally… Jun-14-10 7 Montag, 14. Juni 2010
  • 9. SO NOW, ON YOU MARK, GET READY, THE STRATEGY… Montag, 14. Juni 2010
  • 11. Focus on four online activities DISPLAY DIGITAL PR/ SEARCH ENGINE ADVERTISING INTEGRATION ADVERTISING S • Homegate • Homegate.ch • Homegate.ch • Ebay.ch • Nzz.ch • Nzz.ch • ROL.ch • Wildeisen.ch • Wildeisen.ch • Immoscout24.ch • Femina.ch • Femina.ch • Lifeportal.ch • Swiss-architects • Lesquotidiennes.ch • Doctissimo.ch • Tio.ch Attractio Explication Conversion n Consolidation Montag, 14. Juni 2010
  • 14. …some placement details… Montag, 14. Juni 2010
  • 16. IKEA gets the unique chance to be online within a whole year on one of the most important estate website in switzerland. 1st Package -> Integration homegate-TV - logo-presence under the homegate-TV-window - Intro/Outro logo-presence (2 x 3 sec) - logo-presence on homegate Homepage - video-presence (inkl. production): 2x Immotalk 3x Casatipp 2x 5 special series - presence in promotion and PR of homegate TV (Print: blick, 20min, etc) - presence in the channels of bluewin, usgang, change, anzeiger, immo, Newsnetz (integrations of homegate TV) Total Media Value: CHF 1‘399‘100 IKEA Price CHF 196‘600 Montag, 14. Juni 2010
  • 17. 2nd Package -> Integration «light» homegate - Integration with monthly article about kitchens (incl. Interviews, pictures, test) - Teaser in channels for 12 weeks - Integration of an raffle with the chance to win a kitchen - article in homegate magazine (also promoted via facebook, twitter and youtube) - monthly Teaser in Newsletter - Teaser in searchabo 12 times - Video Rectangle on homegate - Skyscraper, Video-Ads and Rectangle on alle-immobilien (another big platform for estate) Total Media Value: CHF 104‘000 IKEA Price CHF 57‘200 Montag, 14. Juni 2010
  • 19. On nzzdomizil.ch each month there is an editorial focus within the interior design section spotlight. One month can be a IKEA-Kitchen month! - a teaser button and a header on the entry page of NZZdomizil.ch and as well as on the Frontpage of NZZ Online - Package of standard Ad-Formats (Skyscraper, Rectangle etc.) - Newsletter-Integration Total Media Value: CHF 16‘000 IKEA Price CHF 9‘500 Jun-14-10 23 Montag, 14. Juni 2010
  • 20. Jun-14-10 24 Montag, 14. Juni 2010
  • 21. The perfect site for all who areAre you looking for an apartment to rent or a house to buy. ImmoScout24, the on of the largest online property market in Switzerland, is exactly the right place to start for IKEA. - Brandinday - Standard Display-Ads Total Media Value: CHF 97‘800 IKEA Price CHF 66‘690 Jun-14-10 25 Montag, 14. Juni 2010
  • 22. Jun-14-10 26 Montag, 14. Juni 2010
  • 23. On ebay we get the chance to have a text ad right under the bidding-box. So the awareness is really high for IKEA. Total Media Value: CHF 28‘800 IKEA Price CHF 25‘992 Jun-14-10 27 Montag, 14. Juni 2010
  • 24. Jun-14-10 28 Montag, 14. Juni 2010
  • 25. Wildeisen.ch is one of the most important Websites in the area of women and cooking. This is the right topic to place IKEA as a supplier of quality kitchen. - Skyscraper - Floating Ad - Teaser & Advertorial Total Media Value: CHF 18‘000 IKEA Price CHF 12‘112 Jun-14-10 29 Montag, 14. Juni 2010
  • 26. Jun-14-10 30 Montag, 14. Juni 2010
  • 27. Femina is one of the most important websites for women in the Romandie. - Rectangle - Teaser & Advertorial Total Media Value: CHF 20‘000 IKEA Price CHF 12‘055 Jun-14-10 31 Montag, 14. Juni 2010
  • 28. Jun-14-10 32 Montag, 14. Juni 2010
  • 29. As a portal and platform for good architecture, swiss-architects.com is the first address for realty developers and private builders who want to do more than just build houses. - IKEA can be present in the Newsletter with a Maxibanner to have a high impact on the IKEA kitchens Total Media Value: CHF 5‘400 IKEA Price CHF 5‘130 Jun-14-10 33 Montag, 14. Juni 2010
  • 30. - Reach with standard display-ads Total Media Value: CHF 111‘692 IKEA Price CHF 62‘056 Jun-14-10 34 Montag, 14. Juni 2010
  • 31. …now last but not least… how search engine work and why its so important for ikea! Montag, 14. Juni 2010
  • 32. the launch of the new roger federer stamp Montag, 14. Juni 2010
  • 33. WHO IS ROLAND HIRTER? Montag, 14. Juni 2010
  • 34. the communication generates demand Montag, 14. Juni 2010
  • 35. Results: 25 “Hirter”-Clicks for CHF 2.49 Montag, 14. Juni 2010
  • 36. Thank you for your attention. © Die Urheber- und Nutzungsrechte an allen in dieser Präsentation gemachten Vorschläge bleiben vorbehalten. Sie sind Gegenstand eines verbindlichen Auftrags an B, G, Media. (Optimedia AG) zur Weiterarbeit und zur Realisation ihrer Vorschläge. Danke. Montag, 14. Juni 2010