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History of success of December: www.micoche.com

This week we take as an article one interview realized to Enrique Maldonado, Responsible for Internet (nice charge) of a publishing company specializing in motorcars: General Ediciones - Madrid.

In this article Enrique speaks to us about his beginning, about the most successful campagnas, and about the most disappointing. It tells us how www.micoche.com already some time ago that it gives benefits thanks to the publicity.

1.-Hola Enrique, tell to us how there arises the idea of mounting micoche.com.

For three two years, General of Editions edits a magazine in role called "My Car Always to Point". This magazine, with a top throw 500.000 copies, is distributed free across a wide network of workshops distributed along all the Spanish geography. The edition in role has always been provided with an excellent reception in the workshops, but it had the big disadvantage of his regularity, which is four months.

The magazine My Car takes that as a principal mission of being mass communication media in which there are published articles about the safety, the maintenance and the care that it is necessary to realize periodically to the car. This approach is only, and except the proper free magazine of the DGT, nobody is it touches these topics.

Approximately six months ago, we decide to invest in Internet and bet hard for the electronic edition of My Car (www.micoche.com), with what nation the Internet magazine.

2. - Since there were your beginning, the first steps?.-

In the beginning, over what it was predominating was the promotion of the magazine of role opposite to the electronic edition and the contents were updated every four months, except sections like the ITV or the Internet guide, which was checked regularly. At once we realized that this type of service does not work in the Network, where the personalización of the information and, especially, the priority and urgency they are essential to triumph.

Three months ago we begin to increase the update rhythm in the Web and the answer of the public does not make be waited, increasing exponentially the number of visits. The following steps that we gave were directed to promote the Web and to announce it in the principal means, including our services in the principal searchers of Internet, envoy press releases to the related means and beginning an important politics of exchange of banners, linkage and publicity with the principal Web's of the Network.

3. - Which was the first positive strategy to obtain traffic and
result.

Undoubtedly, the appearance in the mass media as newspapers of big throw (The Country) and all the magazines of Computer science related to Internet.

Nevertheless, although an appearance in a newspaper like "The Country", meant to come to 1000 visits in one day, the result obtained by other publications in Internet, like The Network or the daily publication "The News" has provoked a few results in the long run better and, especially, supported. Apparently, the traditional means are more useful to give image and to sell publicity, but there are the electronic means those that really work before any type of promotion.

The last big success of My Car has been the collaboration in the safety Campaign 1999 organized by Monroe, Walker, Telephone numbers and the DGT. This campaign was announced in the television and the principal means, provoking that the visits will multiply for four to the month of his throwing. After the success obtained by this campaign, it is clear that the achievement of mike promotional Web's (minisites) is very profitable.

4.-? From which the biggest traffic comes to www.micoche.com?

As soon as the safety Campaign was spent, the visits come principally from our weekly bulletin, in which we indicate the innovations that we include in the Web. Another visits focus comes from the exchanges of linkage and information with other Web's related to the motorcar.

Curiously the searchers, who in the beginning were the promotional Kings of our Web, nowadays have gone on to the second place and except special promotions, like the one that we realize in due time with the fashion "Ziritione", the accesses that they provoke are behind the provoked ones by the exchange of linkage and publicity.

5. - Antonio tell us which the first strategy was to manage I deal with minor negative or enough result of the esperado. -

As he was commenting earlier, the absence of periodic information is a suicide in the Network. On the other hand, the promotion and publicity in the means traditions is much less effective, in visits terms for inverted peseta, that the one that is realized in electronic means.

6. - Who forms the team of www.micoche.com?

At present it is formed by the directors and editors of the magazines of motoring of the publishing house: Autoprofessional (www.gee.es/ap), Tires + Accessories (http://www.gee.es/na/neumaticos.html) and Spare Frees (http://www.gee.es/rl/recambio.php"). That of our Internet designer joins this team of experts: Juan Miguel Navarro and, of course, I, like Internet Person in charge.

7. - Do You have a bulletin of signed 500, which it is the principal route for which you manage subscribers?

Straight across our own page, since we offer the possibility of subscribing. There exist alternative routes that also have given us very good results, like the inclusion of the list of mail in Portals dedicated to the diffusion of lists of mail.

8.-Enrique, which is the principal strategy or bell realized across email, a controversial tool of marketing?

The Ezine or weekly Bulletin. It is the most important to support informed our hearing of our innovations and, of course, it is essential to make them feel at ease, offering them the possibility of resigning of the list if they wish it.

9.-Cual has it been the principal strategy to obtain visits proceeding from searchers?

The tags creation Meta Tags, the manual introduction of all the information in the directories (for example, Yahoo) and the politics of exchanges of linkage.

10. - When and since you begin obtaining tangible economic results in your web?

Immediately after the safety Campaign we contact with AdPepper, one of the biggest existing networks of publicity in Internet. AdPepper proved to be much interested in the campaign and our contents and for one month we are getting income for direct publicity in our Web. When I say direct publicity I refer to exclusive interview for our service in Internet, since to the publication MY CAR (in role and Internet), it is supported by diverse manufacturers and distributors of components and accessories of the motorcar.

11. - Enrique, which are the principal sources of income of www.micoche.com:

The direct publicity in the Web, since all our contents and services are completely free.

12. - Like bundles to achieve esponsorizaciones or advertisers, that you have advices for those who have a web or bulletin with enough hearing at the time of advertisers manage?

In our case, the good criticism of the traditional press and, especially, the big image obtained in the safety Campaign in the television and press have been the key of the success so that the principal Internet advertisers networks were interested by our way. In any case, if there is something essential it is to achieve that our contents are exclusive, since this way our visits will be even more profitable.

13. - Let's Speak about the future, which are the next strategies to increase traffic or income?

At present we are considering to hire advertizing campaigns across Internet by means of the banners inclusion, although we discard to realize actions in traditional means. Another possibility that we are studying is the possibility of including publicity in ezines specialized.

In any case, before investing money in publicity, we consider to be essential to keep on increasing the volume and quality in the offered information, since this is what our visitors demand and is across the visits as the publicity is obtained and not the other way round.

14. - Which is your council of marketing or strategy for those who are gliding to put his business in Internet

To invest a lot of time and, especially, to experiment. No rule of the "success" exists in the Network, every business and service is a world and nobody knows what can go so far as to triumph or to fail, the important thing is to prove our ideas before the others to gain a clear competitive advantage. If one is not in the Network and it is not experienced, one will never triumph.


Thank you Enrique.

Enrique Maldonado is Responsible for Internet of General Ediciones (www.gee.es)
c/Juan of Olías 11-13, 2nd
28020 Madrid
enriquem@gee.es
Tel. 91-5719676
Fax. 91-5710695



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