Mallorca, de lo local a lo internacional

La creación de un producto nuevo a partir de las lenguas mallorquinas

La tienda Estilo San Felio ha revolucionado el mercado de las telas mallorquinas con la creación de diferentes tipos de productos, como cerámicas, detalles para la cocina, cojines, etc. La empresa ha conseguido adaptar un producto típico mallorquín a las necesidades del nuevo consumidor.

De lo local a lo internacional

Hoy en día la gente ya no cose y no tiene el tiempo para adaptar las telas de lenguas, esta empresa que ya tiene 3 tiendas en Mallorca ha adaptado el producto a las nuevas demandas.

De Mallorca al mundo

De esta manera se ha reactivado un sector artesanal que ha visto como sus ventas aumentaban un 50%.


125 años informando

“Los alumnos de EDIB han visitado las instalaciones de Grupo Serra”

Los alumnos de Segundo de Marketing y publicidad han visitado el Grupo Serra con la profesora  Maria Coloma Mairata a la planta de edición del Grupo Serra.


La Publicidad en el Grupo Serra

Los alumnos han sido recibidos por Esther Calvo, testimonio de la historia de la publicidad mallorquina. Ella empezó su trayectoria de publicista en la empresa de publicidad de su padre “Publicidad Calvo” siendo casi una niña. En su juventud empezó en Grupo Serra donde ha sido testigo desde muy joven de la evolución del grupo de comunicación.

Una de las principales cosas que los alumnos han aprendido:

  • Los alumnos de EDIB han disfrutado con la historia del Grupo Serra y con las curiosidades históricas que ha vivido el Grupo de Comunicación.
  • Además han conocido como se han adaptado a nuevos mercados como el alemán, el inglés y el ruso. Además de la evolución de promociones online conjuntamente con el periódico en papel y otras estrategias de marketing. Forma parte de las excursiones con los alumnos de EDIB para aproximarse al mundo laboral.

Sigue leyendo

Law firm marketing techniques

Maria Coloma Mairata. I have been working as a Marketing Manager at Bufete Frau along this year, a law firm in Mallorca and Ibiza creating high quality content on the website. From my point of view this is one of the most important techniques for a law firm, but also it’s important to choose the right infrastructure for your law firm’s online presence.

  • I have worked with google adwords and analytics, SEM, and always taking in consideration the SEO of the website.
  • The campaigns with google are so interesting because you have a lot information about your clients and also you can follow them along their navegation with the re-marketing campaigns.IMG_20160715_111831.jpg
  • Red Display can give us a good opportuniy to design our own campaigns with banners in different sizes and follow the customers on each website that he or she visits.
  • If the user has visited the website we can follow along his navegation, we can see on the picture the banner on the BBC web and also on the youtube… 


Offline or online? 

We have created also campaigns on magazines as Airberlin magazine and some internationals magazines based in Mallorca.



Events and promotion 

All the events that are interesting for the lawyer firm can be a plus for the lawyer firm as the organization of conference at ESERP, El Salón del Empleo, Hundredrooms conference or the promotion of events as Gran día de la Vela Bufete Frau.

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If you want to contact me just sent me an email to my linkedin. 

Marketing for lawyers

The last January I changed my job for some brands on marketing and social media, to be part of the Bufete Frau‘s team. For the moment, I’m the marketing manager of this firm while I am working as marketing teacher at EDIB and ESERP.

Bufete Frau is not a conventional law firm. As a company offering legal services, we advise, defend and represent our clients in both judicial and extra-judicial matters. But more importantly, we offer our clients technical infrastructure combined with a human approach, which is at the forefront of legal proceedings. The lawyers firm has offices in Pollença, Sóller, Portals Nous, Andratx, Ibiza and London.


The last 17th of march J.Carlos Frau was at a Desayuno ESERP and he explained some of the mains ideas about how is working the marketing campaigns.

  • The Marketing is focused on Content Marketing
  • Immediately answer to the customers
  • The company is open 365 days/ 24 hours/ 7 days
  • Campaigns on Red Display of Google Adwords
  • Marketing online on different websites
  • Advertisement on magazines
  • Events and co-branding 

The traditional Celler sa Premsa on Social Media

This restaurant was founded in 1958 and has kept the same character and soul through out all these years till today. The place has kept its traditional and rustic personality combining large spaces with big wine barrels, creating a fresh and intimate atmosphere. Following this concept, the Social Media strategy of Celler sa Premsa gives emphasis to the memories of the costumers that spend time there. Some of them have spend part of the live going year after year to eat at Celler. The last publications on facebook called “tell us about your memories in the celler” had successful between the reactions of the costumers that shared from their heard the love to the Celler. Some of them have been going there generation after generation and they can try the same Mallorca traditional food like “Mallorcan Soaps”.

RGB básico

The last July some bloggers specialized in the gastronomy of Mallorca met in a networking event at Celler sa Premsa. The tradition and modernity was mixed in an event where the bloggers could try some typical food, as Mallorcan Soaps (vegetables and some parts of meet), frito of lamb, cuttlefish Mallorca, loin with cabbage, snails and tumbet.

The event was celebrated with the hastag #tradicionescellersapremsa and was an opportunity to do networking with the gastronomic bloggers. Some of the bloggers were Cocinando con Catman, Fran Muñoz, the blogger of “Taula Posada”, Caterina, and the journalist and blogger Yolanda Pericàs with the blogger “What’s in my head”, and the author of the blog “Comer Fuera”, Elena Julià. The journalist from the local newspaper Ultima Hora and the magazine Brisas wrote about the event.


Social Media’s Influence on Hotels

Social Media, which are base on web-base, mobile based or cloud based technologies have crated wonders as far as accessibility is concerned. For decades in hospitality management we used to say “you do one thing bad ten people will know by the word of mouth”. Social Media has changed that proverb as the “word of million mouths”. So rapid is the spread of communication that it can make or break businesses, governments, or any agency. Social media has the advantage of

1. Reaching global audience, even in remote corners of the world.

2. Immediacy with no time lag

3. Easy accessibility by those receiving the communication as long as they can get their hands on a computer keyboard

4. Versatility for interactive exchanges.

Considering all the benefits that social media can provide it has all the attributes that will be helpful in marketing and management. This is particularly important for hospitality and tourism areas field since they area people professions.

The hotels have create some innovate social media campaigns from the travel industry, one of them in Mallorca where exists the first Twitter Hotel in the World, Sol Wave House. It is really important a plan of communication and Social Media in the Hotels, because just in 2013, 47% of travellers shared their travel plans and asked for recommendations from contacts via social media. This means that a large chunk of travellers rely on social media to help them decide on their next trip. 

From my own experience, I am working in Vinklum, a communication agency, where we create the communication plan for the Hotel Sur Menorca and I’m really glad how the customers, our guests share their opinions through the Facebook fan page. There are really nice experience where the guests can share their opinions, ask to the personal of the hotel the music that sounds in the mini-disco, if the water of the pool is salad, fresh… some booking reservations. Some stories arrive to my heard like this week a mother just got home ask for a worker in the hotel that each day blow a kiss to her daughter. She didn’t know her name and she wanted to say thanks. Through facebook, thanks to the description of the mother, the Hotel found the worker, Mar, and the Director of the Hotel Sur Menorca give her a message of congratulations. This is a nice history that goes from one hearth to another hearth.


The mother said: Just got home from a wonderful holiday, would like to especially thank the lovely lady who worked in the back room of the restaurant, my daughter loved her and she always made the time to say hello and blow kisses to her, I wish I knew her name, I know it began with an ‘M'” . And the Hotel answer:  “Finally we have found Mar who works in Hotel Sur Menorca. She is the woman who was blowing a kiss for your daughter every day. We loved your history and we’re so happy that you make reference to her. Mar blows a sweet kiss again for your daughter and she want to tell her, that she miss her. We hope to see you again in Hotel Sur Menorca. You have to know that Mar has received a message of congratulations from the Director of the Hotel, thanks to your message. Thanks again!”. 


The daughter of Simmone has done something really good without to know and is to give a nice message to Mar, a worker in Hotel Sur Menorca. Social Media is an options for hotels and tourism since it provides opportunities to manage and present business content and it helps in identifying core values that draw clients and customers of business.


“Participar del comercio local”

La campaña de comercio “jo compr al meu poble” creada por la asociación de comercio y empresa ha decidido contar conmigo para promocionar el comercio local en Algaida. Se trata de la segunda parte de una iniciativa que premia las compras en las tiendas del municipio. La primera parte de la campaña la protagonizaron el escritor Gabriel Janer Manila, el futbolista Victor Casadesús y la artista Rosita Forsale.

promoció Titoietaradio

The promotion “I buy in my village” created by one association of the stores of the village has taken me in account to promote the local stores in Algaida. This is the second part of one iniciative that give a present for shopping in the stores of Algaida. The first part of this advertisement or promotion it was attended by the writer Gabriel Janer Manila, the futbol player Victor Casadesús and the artist Rosita Forsale. 

“El precio es lo que la gente olvida, pero no la calidad”

Marketing en Aubocassa

Por primera vez he realizado con mis alumnos de Fp de Marketing una cata de aceite en Aubocassa, se trata del primer aceite Gourmet de España. Ha sido una experiencia que me ha sorprendido, ya que me ha dado la impresión de que el zumo de oliva escondía detrás la esencia y los secretos de la finca. La idea de la sesión era ver lo importante que son los estudios de mercado para que la marca posicione en el mercado como un aceite exclusivo. 


Cuando pruebas este aceite da la sensación que reconoces las aceitunas que lo integran, procedentes de las 25 hectáreas con 8000 olivos cultivadas detrás de las casas. 


Con la idea de apostar por el eco-turismo, se registraba un vídeo de promoción que se verá en la página web turística de Manacor.


Tiffany Blackman, actual Delegada de Aubocassa es una persona con una gran vitalidad e interés por aprender cosas nuevas, de aquella clases de personas que al estar a su lado aportan positivismo. Tiene una vitalidad arrolladora y transmite buena energía. Ella ha trabajado en Marketing en los inicios de Nesspresso Baleares y en Camper, a nivel exterior.

En referencia al aceite, Tiffany Blackman explica que hace más de 5.000 años que el hombre hace zumo de aceituna, (el aceite), y a pesar de que existe una teoría del aceite, esta no se aplicaba. Los textos antiguos apuntan que el aceite tiene que recogerse cuando la aceituna tiene tres colores: verde, amarillenta y rosada. Pero casi siempre se ha recogido la aceituna cuando está madura, porque así se obtiene más cantidad en la producción. Aubocassa apuesta para recoger la aceituna con los tres colores, antes de que se ponga madura. 


Aubocassa prima la excelencia y calidad suprema del producto, se vincula a través de diferentes promociones con la marca común de la denominación de origen del aceite de Mallorca y se apoya en la marca Roda. Tal y como explica Tiffany su apuesta clara por la calidad hace, que al final el cliente le reste importancia al precio, mientras que no se olvida de la calidad.

    • El aceite de Aubocassa se reconoce en todo el mundo.

    • Un 40% de la producción va a Japón.

    • Agustín Santolaya, Director General de Bodegas Roda quiere preservar la historia de un sitio que desprende una magia especial. 

La Delegada de Aubocassa, Tiffany Blackman ha explicado lo importante que es conocer el mercado real, conocer la competencia y en qué puntos de venta estamos. De momento la dificultad de encontrar la finca de Aubocassa da una sensación al cliente de descubrir algo nuevo. Nos ha pasado a nosotros cuando hemos entrado en la finca y hemos visto un cierto toque de misticismo en un paisaje que evoca la esencia de la Mallorca agraria.


La investigación comercial en empresas de Mallorca

Marketing in EDIB School

Since I have arrived from New York, last october of 2014, I have had the opportunity to teach some students of EDIB school. I think that one of the better thinks of this is to connect students with the companies, probably they can create some relation with them.

The students of the last course of Marketing and publicity of EDIB are doing some comercial investigacions about some brands of the islands. They have the opportunity to work for some sectors strategic of the balear economy as tourism, agriculture and industry.

  • At first point the students have been working with a company of wine Can Majoral. They have trying to sell more wine around Europe and to give to the company some ideas to increase their branding on Internet.SAM_2538
  • Secondly the students have worked for a shoes company of Menorca, S’AVAM. The company is trying to sell their products in Miami, nowadays they have market in USA, throught a website.
  • The company has a promotional video created by Curlycommas. 
  • The comercial investigation in marketing creates the first step for the company to begin a business, to increase the results of their products or to know more about the necesities of the customers.
  • At the end the students will work, on february for a Aubocassa Company, with a conference of Tyffany Blackman. At the end the students will have to opportunity to create a comercial investigation for a hotel.
  • This week, in the class they have been the opportunity to know more about the project of balearketing, a online magazine about marketing in balearic island. They will do an event the next 30th of january with some of the most importants experts of this sector in the island. We will go to this event!!

Marketing en EDIB School

Llegué de Nueva York el pasado mes de octubre de 2014 y he tenido la oportunidad de trabajar como profesora en la escuela EDIB. Los alumnos han podido conectar, a través de mis clases con empresas reales para las que han podido realizar investigaciones comerciales. Así han tenido la oportunidad de trabajar para algunos sectores estratégicos de la economía balear como el turismo, la agricultura y la industria.

  • En primer lugar, los estudiantes han estado trabajando con una empresa de vino Can Majoral. Han intentando exportar más vino por Europa y dar a la empresa algunas ideas para aumentar su presencia de marca en Internet.
  • En segundo lugar, los estudiantes han trabajado para una industria de calzado de Menorca, con la empresa S’AVAM. La compañía está tratando de vender sus productos en Miami, en la actualidad tienen mercado en EE.UU, pero sólo a través de una página web

La investigación comercial en el marketing crea el primer paso para la compañía para comenzar un negocio, para aumentar los resultados de sus productos o para saber más sobre los necesidades de los consumidores.

  • Los estudiantes además trabajarán, en el mes de febrero, para una empresa como Aubocassa, con la Responsable de Marketing Tiffany Blackman. Al final de las clases los estudiantes tendrán la oportunidad de crear a una investigación comercial para un hotel.
  • Esta semana, en la clase han tenido la oportunidad de conocer más sobre el proyecto de Balearketing, una revista en línea sobre Marketing en Baleares. El próximo 30 de enero los responsables de Balearketing, Alberto Serra y Xisca Cabot organizan el día de la publicidad con algunos de los expertos más importantes de este sector en la isla. Vamos a ir a este evento, os facilito el link para apuntaros !!

Crowdfunding is the future? NYU Stern School

New York give me the opportunity to go a lot of Social Media events and to learn about the most influential people in the sector. The session of the NYU Stern School of Business, that now are celebrating the internet week, was a great opportunity to meet professionals of the sector and to see how the crowdfunding nowadays has began a way without stop. Crowdfunding and crowdsourcing continue to disrupt and transform markets, offering unique access to capital, talent and investment opportunities. Two years ago the Crowdfunding was anything, but now is the future. You can find big ideas and change the market like we known traditionally. One person like your idea and he has all the power, with the crowfunding there are new frontiers, non-acredited inverstors and smaller companies can work in this. The idea is the beginning of crowfunding and the money are part of this.


The impact of crowfunding:

Milions of dolars

-7.000 + active campaigns

-250.000 + campaigns created

-30% business is international


The speakers in the NYU sesion:

NYU stern School of Business, Ashwini Agrawal, GiveForward, Ethan Austin, Lukas Biewald, CrowdFlower,Gordon Burtch, Carlson School of Management, University of Minnesota, Luan Cox, Crowdnetic, Alejandro Cremades, RockThePost, Anindya Ghose, NYU Stern School of Business, Avi Goldfarb, Rotman School of Management, University of Toronto, François Grey, Center for Urban Science & Progress, Mandie Holmes, Launch Angels, John Horton, NYU Stern School of Business, Panos Ipeirios, NYU Stern School of Business, Deborah Jackson, Plum Alley, Karim Lakhani, Harvard Business School, Natalia Levina, NYU Stern School of Business, Ethan Mollick, The Wharton School, University of Pennsylvania, Narinder Singh, Chief Strategy Officer and Co-Founder, Appirio. President.