2013 Partner Allance Marketing Keynote

The Attention of a Multicultural Audience

.... with SMART Technology

Only 1 RULE to Our Audience

@inComm - and - @rgomezjr

Post  Your  Comments  -­‐  Share  Your  Thoughts

WHY?

Multicultural growth, especially among the youth has become the largest racial/ethnic minority group in the United States. In 2012, 35% of Americans age six and older identified as connected to a cultural background, up from 14% in 2006.

NEW CUSTOMER GROWTH

IN A FLAT MARKET

WE AREMILLIONS

AND WE AREALL DIFFERENT

THE SHORTEST

DISTANCE BETWEEN TWO POINTS

IS NO LONGER

A STRAIGHT LINE.

Its NOW THIS ...

Search

POS/POPDownload

APP

ShopOnlineLike Us

Facebook

BUYITEM

WatchYouTube

ViewPrint AD

ReadBlog

Go ToWebsite Bring In

Direct Mail

In-StoreDemo

QR-CodeWatch Tutorial

ViewBanner Ad

S M A R T

Lets Define for the purpose of this presentation

SMA

RT

Sustainable Cross-Cultural Customer Growth

Multichannel Marketing Working Together

Attracting A New Cultural Audience To Your Brand

Relevant Context and Content

Technology Integration

1st D

igita

l Ad

(AT&

T)

Text

Mes

sagi

ng H

it M

ainst

ream

HH

15M

M -

AAH

30M

M -

AH 7

MM

MyS

pace

, Link

edIn

, Flic

kr

YouT

ube,

Fac

eboo

k, Tw

itter

SMAR

T Ph

ones

HH

35M

M -

AAH

35M

M -

AH 1

0MM

Deep

er 3

60 C

onne

ctio

n

* HH

50M

M -

AAH

43M

M -

AH 1

7MM

* Est

.. H

H 6

5 M

M -

in th

e ne

xt 1

0 ye

ars.

1992

2002

ONLINE GROWTH TREND

2012

SOCIAL GROWTH TREND MOBILE GROWTH TREND

What Lead Us To This SMART Conclusion?

46% of diverse users likely to take a mobile action based on recommendations from friends or family

CONNECTING The Channels That Drive SMART Attraction

MR  304.5

What Lead Us To This SMART Conclusion?

What Lead Us To This SMART Conclusion?

Twi4er  Is  Now  The  Most  Popular  Social  Media  Pla<orm  For  La?n  American  Companies

What Lead Us To This SMART Conclusion?

Were Did The Majority

Multicultural Advertising Spend Go For The

2012 Election Year?

73%  =  $8M

M+  (Hisp

anic  Voter)  =

 WON

71%

27% 2%  =  LOST

At one time during the election cycle the Hispanic voter was moving towards a new party... What happened?

I HAVE A LOT MORE DATA ...

... BUT 20 min to Show Time !!

go to my 2013 PA MULTICULTURAL FOLDER:

h4ps://www.box.com/s/oq1hj9un6xx7vxw92enn

Where Do We See The Most

GROWING OPPORTUNITIES

With Cross-Cultural Marketing

For Now Let’s Focus On The Hispanic Consumer.

A study was conducted to examined perceptions of influence across multiple areas. Key question asked, “How much influence do you feel the Hispanic culture has on American culture with regard to…

The areas listed at right are ranked by degree of influence by their respective populations:

THE HISPANIC INFLUENCE ON AMERICAN CULTURE 2012 – by Conil

INDUSTRY CHANNEL DON’T!

Insights by INDUSTRY

Where Does Your Multicultural Audience Stand on Gift Cards

Hispanics give more closed loop gift cards than any other ethnicity group. African Americans give more open loop gift cards than other groups.

01

2

3

4

5

6

4.7 4.7

5.4

4.84.5

2.83.3

3.1

2.5 2.6

Total Sample African Americans Hispanics Asians *Others

Average # of Gift Cards Purchased by Ethnicity

Avg. #Closed Loop Purchases Avg. # Open Loop Purchases*Includes Caucasians, Native Americans and other races

“Consumers also do not limit their spending to the value of the closed-loop gift cards. Seventy-two percent of shoppers said they spent more than the value of their cards. They overspent the most when using them at discount department stores and the least at specialty retail stores.”

Where Does Your Multicultural Audience Stand on Gift Cards

0

16

32

48

64

80

64

75

66

4442

35

Affrican Americans Hispanics Asians

Birthday Christmas No Occasion Thank You WeddingGraduation Mother’s Day Father’s Day Baby Shower Anniversary

Occasions  for  Purchase  by  Ethnicity  (  Closed  Loop  )

Where Does Your Multicultural Audience Stand on Gift Cards

TotalSample

AfricanAmericans Hispanics Asians All Others

Average Amount Spent Over Gift Card Value by Merchant Type

Where Does Your Multicultural Audience Stand on Gift Cards

TotalSample

AfricanAmericans Hispanics Asians All Others

THE FORMULA

A great example is the explosion of the quinceañera in recent years. While the quinceañera, the commemoration of a girl’s fifteenth birthday, is widely celebrated in many parts of Latin America, demographic trends ensure that the tradition will continue to grow in popularity in the U.S. Last year alone, 1,008 Latina girls in the United States turned 15 every day.

+ =

h4ps://www.box.com/s/uaekeypir3lhequznhayDownload  Recommenda?on

.... Insights Into CHANNELS

Not All CHANNELS Are SMART

© 2012 Leo Burnett Group / Lapiz

Multiple media touch-points, including print, guide all generational cultural influences as they make purchase decisions. Hispanics today are exposed to multiple media channels along the path to purchase – all of which have the opportunity to influence their preferences and actions.

CONNECTING The Channels That Drive SMART Attraction

[ Digital ][ Mobile ]

Ethnic Data ( Analysis )

[ Off - Premise ] [ On - Premise ]

☛ Weekly Insert

☛ Run-On-Print

☛ Out-Of-Home

☛ Direct Marketing (Box)

☛ Direct Marketing (Door)

☛ Visual Graphics

☛ Product Display

☛ Packaging

☛ Take-One

☛ Counter Display

☛ Email Marketing

☛ Text Marketing

☛ Purl’s ( Building Value )

☛ Social Media ( Context )

☛ Web-Site ( Educational )

☛ App ( Build Loyalty )

☛ QR Codes ( Not To Web-Site )

☛ Near Field Communication

☛ Lenticular Animation

☛ Augmented Realty

Build strategies that integrate print and digital technologies to create an extended, deeper multigenerational engagement with a cultural audience.

3 critical engagement observations for a cultural consumer to be attracted to your product will

be in the way you layout your transcreative, content, context and

stream of conversation.

What makes a good cultural mobile attraction ? Start with relevant offers, connection to community are most valued.

CONNECTING The Channels That Drive SMART Attraction

Source:  Mobile  Marketer,  2012

Offers- Coupon- Deals- Samples Free

- Tools- Reminders- Event iCal

Interest basedInformation

- Recipes- Sports- Promotions

LocationalInformation

- Stores- Openings- Events

Product- Latest News- Education

Features- Games- Music- Downloads

THE FORMULA AT WORK

Downloads:The Complete 360 Solution at: https://www.box.com/shared/ih0kaf9yhzPrint & Digital Integration at : https://www.box.com/s/mrdxwjy44p4n55aikknl

InsightsIn The DON’T

When using your mobile device, which can damage your opinion of a brand to multicultural audience?

CONNECT SMART - AND - DON’T

RED ALERT!

• value entertainment over context competence• show your brand only on a product shot• repurpose print/online mainstream creative• use intrusive formats unless context is high relevant• clutter your ads with too much fiesta or over color• feel compelled to outdo your online website• don’t forget mobile users are goal directed• just have your Hispanic friend proof read content

Don’t :

If marketing content is not persuasive in some way, it is useless.To be persuasive, it must deliver the right messages in the right languages for its audiences.The content must be culturally appropriate, complete enough for the audiences to make the desired response, and consistent with other marketing content.Improvements in any of these persuasive qualities increase audience engagement, customer satisfaction, and revenue growth.

KEY SUMMARY Point of SMART Multicultural Attraction

Data and Resources Sponsored by:

Connect with the Presenter Roberto Gomez Jr on these channels:

connect@rgomezjr.me ・ Linkedin.com/in/rgomezjr ・ twitter.com/rgomezjr ・ facebook.com/rgomezjr.me ・ slideshare.com/rgomezjr

Next STEPS ..

To  Get  A  Copy  of  the  presenta?on  go  to:  www.facebook.com/rgomezjr.me  and