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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
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BUYITEM
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Go ToWebsite Bring In
Direct Mail
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QR-CodeWatch Tutorial
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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
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itter
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* Est
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xt 1
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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:
[email protected] ・ 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