In the Marketing world, some ways Product Development can take place is as a digital newspaper, a printed magazine, events (fairs, meetings) and also products that help to promote the brand in a different way (let’s say, a solidary book). I am sure there are many more out there, but these are some of the ones I had a chance to work for.
One of the main projects was a gastronomic magazine called Menja’t Andorra.
To give you some context, there was a boom of magazines born in the country with topics related to politics or society; but there was none in gastronomy. At the same time, we were experiencing a peak of the cooking TV shows in the neighbour country, Spain (Andorrans watch mainly Spanish, Catalan and French TV channels, since Andorra just has one News TV channel). After a brief market analysis, we discovered that in Andorra are heaps of micro producers (such as wines or other local products, as well as small farmers) and, at the same time, has a strong cultural cooking background. With these elements, and a population of +80K and many tourists coming to the country throughout the whole year, we had enough reasons to thing that the magazine was worth launching.
To be honest, it also helped the fact that we had Andorra Park Hotel as a client (read more about Strategic Marketing here). The hotel wanted to promote its 5 stars restaurant; we had heaps of content available coming from several events held there - but not suitable or good enough for the Media (read more about PR Marketing here). So “if the mountain won't come to Muhammad, Muhammad must go to the mountain” RIGHT? And the agency and our client arrived to a sponsor partnership agreement.
I was the Director Coordinator of Menja’t Andorra. I organised all the interviews with relevant people (for this reason loads of food tasting was involved, YEW!). I crafted all the contents, and produced most of the photos. I had to commercialise it too (I must say, with the full support of the Commercial Director), and I promoted the magazine in digital channels and events such as the Mostra Gastronòmica dels productes d’Andorra, Noces Concept, Art&Vi (also run by us).
As the Magazine was “Free” (but luxurious), we distributed it in all public places around the country, cafés, and restaurants.