olympus q4 report
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OLYMPUS OLYMPUS QUARTERLY COVERAGE REPORT
TO: Susana Mora, Masanori Sako, Jorge Fournier, Roberto Garcia, Stephanie Sherry, Jennifer Coluchi and Eric Zamora CC: Edward de Valle, Christine Martinez de Castro FROM: Laura Bries, Tere Garcia DATE: January 27, 2014 SUBJECT: Olympus Quarterly Coverage Report Below please find a comprehensive summary of PR media coverage obtained and activities performed by 3A Worldwide Agency on behalf of Olympus from October 1, 2013 through December 31, 2013. TOTAL NUMBER OF PRESS CLIPS: 67 TOTAL CIRCULATION: 61,741,115 TOTAL PR VALUE: $565,286.79 AVERAGE COST PER CLIP/ PER QUARTER: $8,254.35 EXECUTIVE SUMMARY During the last quarter of 2013, 3A/Worldwide more than doubled editorial coverage for Olympus in its top priority markets. The agency excelled in securing placements for Olympus in the identified target markets and increasing its presence in Chile for the fourth quarter of the year. Olympus key messages such as offering consumers the best in technology, design and innovation were highlighted while also capturing and creating stories throughout the region. By nominating Olympus to the Latin American Digital Awards 2013, the agency was able to increased brand awareness throughout Latin America and position the brand as a leader in the industry. Furthermore, during the Expofoto in San Jose, Costa Rica, which took place in October 2013, the new OMD E-‐M1 was launched. During this press launch the agency obtained a total of 20 media attendees and secured more than 19 hits in print, broadcast and online. In the next quarter, the agency will help introduce the visionaries program in Latin America. This will help establish Olympus as the leader in the professional series category. Also, our main goal is to shift focus from technology publications and increase Olympus presence in photography publications. With the launch of new products this quarter and anticipated coverage, we are certain Olympus will become a technology leader in the region. Through these innovative initiatives we look forward to continued growth in our relationship and presence in the Latin American market.
QUARTERLY MARKET BREAKDOWN
STRONGEST MARKET PER QUARTER: PERU During Q4, 3A Worldwide increased the percentage of coverage gained in Peru by 20%. 3A Worldwide has remained on strategy as Peru is the most important market for the brand, and the agency has succeeded in building the majority of press coverage from this market. MARKET WITH MOST ROOM FOR GROWTH PER QUARTER: Argentina
Argentina 2%
Chile 8%
Central America 2%
Colombia 2%
Costa Rica 27%
Guatemala 3%
Mexico 8%
Panama 9%
Pan Regional 11%
Peru 30%
Quarterly Market Breakdown of Coverage
MONTHLY MARKET BREAKDOWN IN Q3
QUARTERLY BREAKDOWN BY MEDIA TYPE
MEDIA TYPE ANALYSIS: During Q4, 3A/Worldwide succeeded in gaining comparable amounts of online
th long lead and short lead coverage for the brand to obtain maximum media exposure among its regions.
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2
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6
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MONTHLY MARKET BREAKDOWN IN Q3
October November December
Online 74%
Newspaper 3%
TV 3%
Magazine 20%
Quarterly Market Breakdown of Coverage
PRESS COVERAGE GRID
OLYMPUS QUARTERLY COVERAGE GRID
DATE OUTLET TYPE OUTLET HEADLINE MARKET CIRCULATION PR VALUE
October 2013 MAGAZINE Architectural Digest Excentricidad
Tecnologica Mexico 61,000 $28,954.00
October 2013 MAGAZINE Ciudad Plus Travel &
Lifestyle
Tecnologia Olympus OM-‐D EM-‐5 Fotografia y tradicion
Panama/ Venezuela 10,000 $30,000.00
October 2013 MAGAZINE La Costa Gadget mania Mexico 15,000 $24,000.00
October 2013 MAGAZINE Selecta Obten solo lo mejor Panama 45,000 $18,300.00
October 2013 MAGAZINE TechLife
Una Camara De Calidad Reflex y Compacta
Central America 109,177 $22,900.00
October 24,2013 MAGAZINE Mia La Revista Techno Love Panama 21,080 $20,500.00
October 31,2013 MAGAZINE Somos Celebres
Llega una camara profesional compacta y poderosa
Costa Rica 217,640 $16,662.50
November 2013 MAGAZINE 4W Magazine
TG-‐2 iHS de la serie Tough La nueva camara ruda de Olympus
Panama 25,000 $28,500.00
December 2013 MAGAZINE 4W Magazine TG-‐2 iHS de la serie
Tough Panama 25,000 $29,500.00
December 2013 MAGAZINE Escenarios Maxima resistencia en
situaciones extremas Mexico 3,000 $21,500.00
December 2013 MAGAZINE Milenium PyME
La cumbre de la innovacion de Olympus
Costa Rica 2,000 $20,460.00
December 2013 MAGAZINE Revista Summa Nuevo producto para
la region
Central American Colombia Dominican Republic
55,000 $23,700.00
December 2013 MAGAZINE Revista Vos
La nueva camara es la cumbre de la innovacion de Olympus
Costa Rica 7,000 $20,650.00
December 2013 MAGAZINE TechLife Stylus 1 camara sin
igual Central America 109,177 $20,500.00
October 1,2013 NEWSPAPER La Industria Toda la potencia en
una camara Peru 2,878,345 $18,500.00
November 28,2013 NEWSPAPER La Nacion La Tecnologia esla más
buscada Costa Rica 25,000 $19,850.00
September 12,2013 ONLINE Prensalibre.com
Cámara Olympus OM-‐D E-‐M1 es ligera y poderosa
Guatemala 116,581 $5,343.29
October 2,2013 ONLINE Zoomenlinea.com
true facebook Olympus presenta la OM-‐D E-‐M1 Panama 10,399 $1,954.93
October 9,2013 ONLINE Mundoenlinea.cl Nueva cámara insignia
de Olympus Chile 764,099 $3,100.79
October 25,2013 ONLINE 7mares Surf mag true
Facebook Olympus Tough TG-‐2 Costa Rica 34,071 $2,677.00
October 25,2013 ONLINE Larepublica.net Expo Foto 2013
exhibirá 73 imágenes Costa Rica 190,893 $6,561.94
October 25,2013 ONLINE Revistasumma.com
Olympus lanza en Costa Rica su nueva camara OM-‐D -‐M1
Central America/ Colombia / Dominican Republic
88,928 $3,762.33
October 26,2013 ONLINE Amcostaricaarchives.c
om
Olympus unveils new cameras for this
Costa Rica 2,834,672 $3,118.13
October 28,2013 ONLINE Vos true Facebook
Expo Foto mostrara el trabajo de 55 fotografos de America Latina
Costa Rica 8,525 $1,562.91
October 29,2013 ONLINE Artstudiomagazine.co
m
Olympus presentó en Expo Foto 2013 su nueva cámara la esperada OM-‐D E-‐M1
Costa Rica 7,425,102 $5,834.87
October 29,2013 ONLINE Teckntl.blogspot.com Olympus Stylus 1 Guatemala 1,704,664 $2,704.66
October 29,2013 ONLINE Xataka.com Olympus Stylus 1 Chile 4,665 $4,276.25
October 31,2013 ONLINE Artstudiomagazine.co
m
Olympus Stylus 1 rendimiento y portabilidad
Costa Rica 7,425,102 $5,834.87
October 31,2013 ONLINE Technochatnews.com
La nueva E-‐M1 toma por sorpresa la Expo-‐Foto 2013
Costa Rica 3,456,996 $3,168.91
November 2,2013 ONLINE Ohmygeek.net
STYLUS 1 la nueva cámara de Olympus con manejo de DSLR
Chile 368,918 $5,072.62
November 3,2013 ONLINE Photo-‐marketing.net
Olympus Stylus 1 Compacta y Tecnologica
Argentina N/A N/A
November 4,2013 ONLINE Elfinancierocr.com
Sony y Olympus lanzan últimas novedades en cámaras
Costa Rica 56,938 $3,131.59
November 4,2013 ONLINE Luhho.com Olympus presenta la
nueva Stylus 1 Peru 1,102,661 $6,738.48
November 4,2013 ONLINE Pcworldenespanol.co
m
Conoce a los ganadores de los Latin American Digital Awards 2013
Pan Regional 146,811 $1,153.51
November 4,2013 ONLINE Tecnews.pe
Olympus lanza la Stylus 1 una poderosa cámara compacta para fotógrafos semi-‐profesionales
Peru 722,270 $6,620.80
November 4,2013 ONLINE Tecnologia21.com
Olympus Stylus 1 DSLR rendimiento potencia lentes y portabilidad
Peru 40,913 $2,045.65
November 5,2013 ONLINE Jcmagazine.com Olympus Stylus 1
descubre la nueva era Peru 513,433 $2,567.16
November 5,2013 ONLINE Luhho.com true
Facebook Olympus presenta la nueva Stylus 1 Peru 18,407 $3,374.61
November 5,2013 ONLINE Masaryk.tv Olympus presenta su
nueva Stylus 1 Mexico 80,523 $4,026.15
November 6,2013 ONLINE Agenciaorbita.org
Olympus Stylus 1 Unifica DSLR rendimiento potencia lentes Y la máxima portabilidad en un paquete compacto
Peru 1,612,940 $1,267.31
November 6,2013 ONLINE Serperuano.com
Olympus Stylus 1 Descubre La Nueva Era
Peru 368,918 $2,898.64
November 6,2013 ONLINE Telefoniamagazine.co
m
Sony y Olympus lanzan últimas novedades en cámaras
Costa Rica 1,683,532 $9,259.42
November 7,2013 ONLINE Ekaenlinea.com
Olympus unifica sus mejores funciones de imagen, lente de alta potencia en la nueva STYLUS
Costa Rica 944,761 $5,773.53
November 7,2013 ONLINE Perusmart.com Olympus presenta la
Stylus 1 Peru 278,985 $1,704.90
November 8,2013 ONLINE Zafari.cl Olympus Stylus 1
descubre la nueva era Chile 7,772,858 $4,254.20
November 9,2013 ONLINE Elfinancierocr.com Novedades
tecnológicas Costa Rica 56,938 $3,250.59
November 12,2013 ONLINE Technochatnews.com
Olympus Stylus 1 Unifica DSLR rendimiento potencia LENTES y portabilidad
Costa Rica 3,637,832 $3,334.67
November 29,2013 ONLINE Luhho.com
Descubra la nueva cámara Olympus OM-‐D E-‐M1s
Peru 1,204,964 $5,954.00
December 2,2013 ONLINE Tecnews.pe
YES! y Olympus te regalan una cámara PEN mini E-‐PM1
Peru 722,270 $5,674.97
December 3,2013 ONLINE Jcmagazine.com
YES! y Olympus te regalan una cámara PEN mini E-‐PM1
Peru 513,433 $2,353.23
December 4,2013 ONLINE Agenciaorbita.org
YES! y Olympus te regalan una cámara PEN mini E-‐PM1
Peru 1,612,940 $1,267.31
December 4,2013 ONLINE Eltiempo.com
La revista especializada Stuff reveló los ganadores en las 23 categorías de sus premios anuales
Colombia 213,418 $6,369.70
December 4,2013 ONLINE Serperuano.com
YES! y Olympus te regalan una cámara PEN mini E-‐PM1
Peru 368,918 $2,898.64
December 5,2013 ONLINE Tecnowebstudio.com
YES! y Olympus te regalan una cámara PEN mini E-‐PM
Perú 951,374 $4,756.87
*Please note that all clips are included as an addendum to this PR
December 10,2013 ONLINE Pcworldenespanol.co
m
Los Mejores Productos de 2013 Su Guía de Compras
Pan Regional 147,223 $3,157.75
December 10,2013 ONLINE Pcworldenespanol.co
m
Mejor Cámara Digital Active Life Olympus Tough TG-‐2 his
Pan Regional 147,223 $3,221.10
December 10,2013 ONLINE Pcworldenespanol.co
m
Mejor Cámara Digital Profesional Olympus OM-‐D E-‐M5
Pan Regional 147,223 $3,195.85
December 11,2013 ONLINE Peruinside.com
Yes! Olympus te regalan una camara Pen Mini E-‐PM
Peru 1,574,393 $1,732.43
December 11,2013 ONLINE Perusmart.com
YES! y Olympus te regalan una cámara PEN mini E-‐PM
Peru 278,985 $1,704.90
December 11,2013 ONLINE Unocero.com 5 cámaras que
gustaron en 2013 Mexico 12,683 $6,975.65
December 12,2013 ONLINE Agenciaorbita.org
Regalos de ultimo minuto con Olympus Tough tg-‐2
Peru 1,612,940 $2,789.30
December 12,2013 ONLINE Serperuano.com Olympus Touht TG-‐2 Peru 368,918 $2,900.87
December 14,2013 ONLINE Jcmagazine.com
Regalos de ultimo minuto Olympus Tough TG-‐2
Peru 513,433 $3,100.00
December 16,2013 ONLINE Ansia.cl Olympus Tough TG-‐2 Chile 2,635,690 $2,790.10
December 17,2013 ONLINE 4wmagazine.com TG-‐2 iHS de la serie
Tough Panama 1,596,641 $4,850.90
October 28,2013 TV Online TechnoChat
YoutubeChannel
Roberto García Representante Técnico para Costa Rica de Olympus
Costa Rica 1,802 $1,651.83
October 31,2013 TV Online Extra TV
Presentamos la cámara fotográfica OMD
Costa Rica 35,890 $17,090.18
Total Reach: 61,741,115 $565,286.79
OLYMPUS PRESS COVERAGE ADDENDUM
October 1, 2013 December 31, 2013
October 2013 Circulation: 61,000
October 2013 Circulation: 61,000
October, 2013 Circulation: 10,000
October, 2013 Circulation: 10,000
October, 2013 Circulation: 15,000
October, 2013 Circulation: 15,000
October 2013 Circulation: 45,000
October 2013 Circulation: 45,000
October 2013 Circulation: 109,177
October 2013 Circulation: 109,177
October 2013 Circulation: 109,177
October 24, 2013 Circulation: 21,080
October 24, 2013 Circulation: 21,080
October 31, 2013 Circulation: 217,640
October 31, 2013 Circulation: 217,640
November 2013 Circulation: 25,000
November 2013 Circulation: 25,000
December 2013 Circulation: 25,000
December 2013 Circulation: 25,000
December 2013 Circulation: 3,000
December 2013 Circulation: 3,000
December 2013 Circulation: 2,000
December 2013 Circulation: 2,000
December 2013 Circulation: 55,000
December 2013 Circulation: 55,000
December 2013 Circulation: 7,000
December 2013 Circulation: 7,000
December 2013 Circulation: 109,177
December 2013 Circulation: 109,177
October 1, 2013 Circulation: 2,878,345
October 1, 2013 Circulation: 2,878,345
November 28, 2013 Circulation: 25,000
November 28, 2013 Circulation: 25,000
November 28, 2013 Circulation: 25,000
November 28, 2013 Circulation: 25,000
September 12, 2013 UMV: 116,581
October 2, 2013 Likes: 10,399
October 9, 2013 UMV: 764,099
October 25, 2013 Likes: 34,071
October 25, 2013 UMV: 190,893
October 25, 2013 UMV: 88,928
October 25, 2013 UMV: 88,928
October 25, 2013 UMV: 88,928
October 26, 2013 UMV: 2,834,672
October 28, 2013 Likes: 8,525
October 28, 2013 Likes: 8,525
October 28, 2013 Likes: 8,525
October 28, 2013 Likes: 8,525
October 29, 2013 UMV: 7,425,102
October 29, 2013 UMV: 7,425,102
October 29, 2013 UMV: 7,425,102
October 29, 2013 UMV: 7,425,102
October 29, 2013 UMV: 7,425,102
October 29, 2013 UMV: 7,425,102
October 29, 2013 UMV: 1,704,664
October 29, 2013 UMV: 4,665
October 29, 2013 UMV: 4,665
October 31, 2013 UMV: 7,425,102
October 31, 2013 UMV: 7,425,102
October 31, 2013 UMV: 7,425,102
October 31, 2013 UMV: 3,456,996
November 2, 2013 UMV: 368,918
November 3, 2013 UMV: N/A
November 3, 2013 UMV: N/A
November 4, 2013 UMV: 56,938
November 4, 2013 UMV: 1,102,661
November 4, 2013 UMV: 1,102,661
November 4, 2013 UMV: 1,102,661
November 4, 2013 UMV: 1,102,661
November 4, 2013 UMV: 1,102,661
November 4, 2013 UMV: 146,811
November 4, 2013 UMV: 722,270
November 4, 2013 UMV: 40,913
November 5, 2013 UMV: 513,433
November 5, 2013 UMV: 513,433
November 5, 2013 Likes: 18,407
November 5, 2013 UMV: 80,523
November 5, 2013 UMV: 80,523
November 6, 2013 UMV: 1,612,940
November 6, 2013 UMV: 368,918
November 6, 2013 UMV: 1,683,532
November 6, 2013 UMV: 1,683,532
November 7, 2013 UMV: 944,761
November 7, 2013 UMV: 278,985
November 7, 2013 UMV: 278,985
November 7, 2013 UMV: 278,985
November 9, 2013 UMV: 56,938
November 12, 2013 UMV: 3,637,832
November 29, 2013 UMV: 1,204,964
November 29, 2013 UMV: 1,204,964
November 29, 2013 UMV: 1,204,964
November 29, 2013 UMV: 1,204,964
November 29, 2013 UMV: 1,204,964
November 29, 2013 UMV: 1,204,964
November 29, 2013 UMV: 1,204,964
November 29, 2013 UMV: 1,204,964
December 2, 2013 UMV: 722,270
December 3, 2013 UMV: 513,433
December 4, 2013 UMV: 1,612,940
December 4, 2013 UMV: 213,418
December 4, 2013 UMV: 368,918
December 5, 2013 UMV: 951,374
December 10, 2013 UMV: 147,223
December 10, 2013 UMV: 147,223
December 10, 2013 UMV: 147,223
December 11, 2013 UMV: 1,574,393
December 11, 2013 UMV: 278,985
December 11, 2013 UMV: 12,683
December 11, 2013 UMV: 12,683
December 11, 2013 UMV: 12,683
December 12, 2013 UMV: 1,612,940
December 12, 2013 UMV: 368,918
December 14, 2013 UMV: 513,433
December 16, 2013 UMV: 2,635,690
December 16, 2013 UMV: 2,635,690
December 17, 2013 UMV: 1,596,641
December 17, 2013 UMV: 1,596,641
October 28, 2013 Viewership: 1,802
Segment Duration: 1:28 seconds
October 31, 2013 Viewership: 35,890
October 31, 2013 Viewership: 35,890
Segment Duration: 6:02 minutes Channel Extra TV canal 42, section Clip Tecnologico at 6 PM