PRESENT & FUTURE OF THE MARKETING IN TEXAS Tips to penetrate in a diverse market Tips to...

PRESENT & FUTURE OF THE MARKETING IN

Tips to penetrate in a diverse market

www.TexasOnTheGo.Com

Tips to penetrate on a diverse market

THE OLD TEXAS

Wild West, Cowboys, Rangers, Petroleum

NEW TEXAS

Tech Corridor, Wind Turbine, Cowboys, Sport Applications

Reflecting, rethinking, re-educating, renewing!

The Marketing Paradigm Shift

Global Financial Crisis Opportunity more than a Risk

Massive Migration (Hurricanes Katrina & Ike)

Green Movement & Alternative Energy

Influencers

DEMOGRAPHICSCHANGES

Population: 24,006,609Household: 8,469,530Median Age: 33Median Home Income: $46,878

Source: Nielsen

Economic Prosperity and/or stability attracting new stronger migration

Source: U.S. Census Bureau

Four of the Ten Top U.S. Metro Areas with biggest population are in Texas:

Dallas-Fort Worth-Arlington --162,250Houston-Sugar Land-Baytown -- 120,544Austin-Round Rock --65,880San Antonio -- 53,925

Multigenerational – Diverse Texas

Demographic Changes

Because Some Things Never Change!

But, some others!!!!!!

AGE PREFERENCETEXAS IS A YOUNG STATEMAKE SURE YOU ARE TALKING THEIR LANGUAGE THROUGH THEIR CHANNELS!BABY BOOMERS PROFESSIONAL NETWORKS SOCIAL NETWORKS TO KEEP CONNECTED TO FAMILYGEN X 20 WORDS PER SECONDGEN Y/MILLENNIALS/ ECHO BOOMERS DIGITAL REVOLUTIONGEN Z What will be next?

GENDER PREFERENCESFEMALE BLOGS / SOCIAL NETWORKSMALE ?

DIVERSITY TEXAS MELTING POT

I wasn’t born in Texas, but I got here as soon as I could!

ARE YOU TALKING TO ME?

The projected buying power through 2013 of African Americans, Asians, Native Americans and Hispanics represents "formidable economic clout"

University of Georgia Selig Center Report, 2008The African-American market ($913 billion) and the Hispanic market ($951 billion) are "larger than the entire economies of all but 13 countries in the world."

Buying Power

Asian American The Asian-American market represents one of the most

lucrative markets in the U.S.

Asian-Americans lead all categories in household income, disposable income, internet usage, business ownership,management positions and education excellence.

By 2023, more than half of U.S. children under 18 years of age will be from a diverse background, according to the U.S. Census. "With such seismic changes, multicultural marketing can no longer be about ‘niche’ strategies, but rather about ‘mainstream’ and globally intertwined trends,"

Loida Rosario, Director of Partner Relations DePaul’s Multicultural Marketing Program

BlendedBuyers

The historic election of a president from a multicultural background also influences the move of multicultural marketing into the mainstream.

Political Drivers

The recent immigrant populations--unlike prior waves of immigration--are embracing and retaining many of their cultural attributes, requiring marketers to address them in a special way. Multicultural Marketing Summit, Florida

Cultural Pride

MULTICULTURAL MARKETING: ‘NICHE’ STRATEGIES OR

‘MAINSTREAM’ AND GLOBALLY INTERTWINED TRENDS?

Multicultural Marketing Program at DePaul University

Today, over a third of the U.S. population is of a diverse background, a seismic shift that is expected to continue. After multiple false starts, corporations are realizing that if their customers are changing, their marketing strategies also need to change. Managers, marketers, advertisers and new product developers all need to understand the implications of this change, how to best adapt their work and skills to this new reality and how to leverage these into success at home and abroad.

Multicultural Marketing Program at DePaul University

The projected buying power through 2013 of African Americans, Asians, Native Americans and Hispanics represents "formidable economic clout," according to a 2008 University of Georgia Selig Center report, which noted that the African-American market ($913 billion) and the Hispanic market ($951 billion) are "larger than the entire economies of all but 13 countries in the world." And by 2023, more than half of U.S. children under 18 years of age will be from a diverse background, according to the U.S. Census.

DEMOGRAPHICETHNIC PREFERENCESMULTICULTURAL SOCIETY

Welcome! Are you talking to me?Bienvenido! ¿Usted está hablando conmigo?Bienvenue ! Me parlez-vous ?歡迎 ! 您與我談話？환영 ! 당신은 저 말하고 있는가 ? स्वा�गत! क्या� आप मु�झसे� बा�त कर रहे�हे�? Hoşgeldin!Benimle konuşuyor musun?Καλώς ορίσατε! Σε μένα μιλάς;

Texas Diversity Uniting Family, Friends, & Business Associates

Changes in

Re-definition of the traditional mediaCirculation reduction and Newspapers cutting pages, employeesDigital Radio

Univision was the #1 network nationwide in primetime among Adults 18-34 for week of 6/29-7/05, beating ABC, CBS, NBC, FOX and CW

Conversion

Mobile Devices

TV/Cable/NetworksNewspapersDigital Radio Digital TVOnline Publishers

FULL CIRCLE IN MARKETING

Re-definition of the Media and their role on society Traditional MediaNewspaper ad revenue down 29.70% in the first quarter from the 2008 Source: Newspaper Association of America

Stop the Presscontemporary print journalismreading habits and comfortable routines established around that quiet time when it's just you, a newsprint rag, a cup of coffee and a comfortable chair

Changes in Marketing Budget

There are many platforms:

• Web sites• Blog activity (read, post or publish)• Social Media/Social Networking• Message Board/Forum• Search Engines (SEO)• Microblogging (Twitter, Yammer)

Confused about “STRATEGIC PLANNING”

Interactive

Marketing “The landscape of interactive marketing has evolved so much since the advent of the Internet 20 years ago… it’s becoming increasingly difficult for marketers to choose the best tools from this complex web of possibilities and really do a great job marketing online.”

Nick WeynandPresident and Strategy Director TradeMark Media

What to do????

Strategic Planning

“In order to do this efficiently/successfully you need a very solid interactive marketing strategy, one that consolidates the most useful platforms for your audience and product and sets forth a clear plan of action that will meet your end goals.”

So, maybe playing the Lottery is not a good idea at all!

At $6.5 Billion, Facebook is Now Worth More than CBS

But there is not a perfect formula!!!!

Be always flexible to adapt and go with the flow

TakeawaysWhat permanent changes in marketing tactics and strategies has this already

long, painful recession caused? DEMOGRAPHY has changed.

Target Market has changed.Are you talking to them?Are they talking to you?

And are you ready?

eMarketers GraphicsNielsen ResearchAMA TexasOnTheGo.Com

bibliography

photos

Sahnya

Shulterbrandt

THANK YOU!SAHNYA SHULTERBRANDT

TEXASONTHEGO.COMSS@TEXASONTHEGO.COM

CELL 281.961.0963

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