Winning the Hearts, Minds and Wallets of the Hispanic Customer Using Mobile March 20, 2013 MMA Webinar Series
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Winning the Hearts, Minds and Wallets of the Hispanic Customer Using Mobile March 20, 2013 MMA Webinar Series
Overview Hispanic consumers are clearly becoming the most important prospects for marketers, across all sectors. Walmart has reported that 100% of its sales growth is now coming from the multicultural customers. In this webinar we'll provide an overview of the Hispanic customers and strategies on how to engage this majority-minority throughout the path to purchase in order to win their hearts, minds and wallets.
Today’s Speakers
Diana Valencia
Sr. VP, Multicultural Communications
Porter Novelli
Diana.valencia@porternovelli.com
@porternovelli
Moderator
James Briggs
Michael Becker
CEO
Managing Director, North America
Briabe Mobile, Inc.
Mobile Marketing Association
James.Briggs@briabemobile.com
michael.becker@mmaglobal.com
@briabemobile
@mobiledirect
Gabriela Alcantara
Cultural Strategist/President
GADMarketing Communications
gaby.alcantara@gadmarketingcomm.com
@GADMarketingcom
Q&A
Don’t forget to Tweet about this session using
hashtag: #MMAWeb
#AHAAONLINE, #PNID, #BRIABE
About Briabe Mobile
AWARD WINNING LEADER IN MULTICULTURAL
MOBILE ADVERTISING SINCE ‘05
OUR EXPERTISE:
§ Targeted Mobile Marketing Campaigns
§ The America-Next Mobile Ad Network
§ Turnkey Mobile Advertising Services
§ Custom Mobile Solutions Development
§ Extensive mobile advertising inventory
Briabe is the first mobile marketing provider to
be recognized in the Multiethnic Interactive Media
category with American Advertising Federation
(AAF) 2012 Diversity Achievement and Mosaic
Award.
About Porter Novelli
Porter Novelli is one of the world’s leading public
relations agencies. With nearly 90 offices in 60
countries and more than 1,000 employees
worldwide, we deliver best-in-class service to
clients around the globe.
OUR PRACTICE AREAS:
• Consumer Brand Marketing • Food & Nutrition • Technology
• Health & Wellness • Corporate & Public Affairs
SOME OF OUR OFFERINGS:
• Alliance Building • Event Management Management
• Analyst Relations • Global Account • Social Marketing
• Community Management • Social Media
Management & • Image Positioning • Strategic Philanthropy
Customer Advocacy • Influencer Mapping & Corporate Social
• Content Development • Media Relations Responsibility Greater than just influencing people,
• Reputation we make them believe.
• Media Training
Management • Multicultural
• Social Marketing Communications
• Management Systems • Partnership Programs
• Crisis and Issues • Product Launches
Management • Public Affairs
• Digital Marketing • Reputation
About AHAA: The Voice of Hispanic Marketing
Headquartered in McLean, VA, AHAA: The Voice of Hispanic Marketing
represents the best minds and resources dedicated to Hispanic-specialized
marketing. Companies trying to reach and connect with Hispanic consumers
turn to AHAA members for unmatched cultural expertise and knowledge.
As the voice of the Hispanic marketing industry since its
founding in 1996, AHAA demonstrates the value of
targeting Hispanics, showcases the impact of using AHAA
member agencies, and provides forums for the discussion
and dialogue between brands and industry professionals.
Poll Questions
Hispanic Consumers: Why Do Advertisers Care?
Hispanics consumers represent the future for brands:
they are “super consumers” with rapidly growing buying power
Hispanics
represents According to the U.S.
16.7% of the Census, by 2015, 1
United States in 3 newborns will be
population Hispanic
Purchasing
power
estimated to
reach $1.5
trillion by 2015
Source: Morgan Selig Center 2012
Nielsen 2012
Source: Briabe Mobile, 2013
Hispanic Consumers: Why Do Advertisers Care?
“ MULTICULTURAL CONSUMERS ARE
OUR CORE FOCUS AS COKE LOOKS
TOWARD 2020.”
Katie Bayne, GM of Sparkling Beverages
“ 100% OF THE GROWTH [IN SALES] IS
GOING TO COME FROM
MULTICULTURAL CUSTOMERS.”
Tony Rogers, Senior VP-Brand Marketing
Coca-Cola North America Walmart
§ Coca-Cola views three groups as “key § Walmart is the biggest-spending retailer in the
Hispanic shoppers” for its brands: moms, Hispanic market and has doubled the ad spending
teens and blue-collar males
budget targeting multicultural consumers in 2013
§ Counting on mobile technology to enable the § Digital ads for their layaway program, done in both
next big wave in selling to Hispanics and Spanish and English, saw three times higher
other demographic groups, location-based interaction for the Spanish-language version.
marketing
Source: Briabe Mobile, 2013
WHY MOBILE IS THE PLATFORM FOR
REACHING HISPANICS MOVING
FORWARD?
11Hispanic Mobile Consumption & Behaviors
§ Hispanics consume more mobile media than the general population
§ Nearly half of Hispanic consumers watch mobile video, 16% watch regularly
Devices they own
They do these regularly on mobile
57% 56% Activities Media
46% 45%
42% 42%
40% 39%
32% Hispanics
29%
General
Market
16%
11%
Own Own Tablet Text Check Emails Take Picture / Watch Video
Smartphone Messaging Video
Source: Briabe Mobile, 2013
Source: eMarketer, Nielsen, Pew Research Center, BIGinsight Media Behaviors and
Influence Survey Jun 2012, IAB Hispanic Consumers & Digital Media Oct 2012;Hispanic Mobile Consumption & Behaviors
They are also passionate about music, sports, entertainment on mobile:
§ 50% of Hispanics watched a soccer game on their mobile phone at
least once in the past 6 months
§ Just over half (53%) preferred to get their entertainment on a
mobile device
§ The top mobile app type purchased by Hispanics is games (48%)
§ 43% of Hispanics have engaged in mobile games, compared to 33%
of internet users as a whole
§ 34% of mobile Hispanics download/upload music, compared to only
22% of the general market
Source: Briabe Mobile, 2013
Source: Zpryme, IAB Hispanic
Consumers & Digital Media 2012
Hispanic Fact Pack, eMarketer 2012They Are More Responsive to Mobile Ads
HISPANIC RESPONSIVENESS COMPARED TO GENERAL MARKET
§ 46% believe they are more likely to remember the brands they see
advertised on their tablet than on offline media
§ 38% of Hispanics believe they are more likely to remember the brands they
see advertised on their smartphones
AWARENESS OF PROPENSITY TO RESPOND
MOBILE ADVERTISING TO MOBILE ADVERTISING
Source: Briabe Mobile, 2013
Source: GFK Technology
Terra, Nielsen, Q4 2012HOW YOU CAN START USING MOBILE
THE RIGHT WAY TO REACH THEM?
Mobile Secrets To Winning With Hispanics
MOBILE
LOCAL
SOCIAL
§ The
screen
that
ma>ers
§ More
willingness
to
§ Social
is
Mobile.
most.
share
loca0on.
§ Their
networks
§ Smartphone
and
Tablet
§ Customers
demanding
influence
their
revolu0on.
offers
0ed
to
loca0on.
purchases
§ More
mobile
media.
§ Respect
their
privacy
§ Facebook
&
Twi>er
§ Campaigns
that
extend
and
honor
the
alone
will
not
make
you
dialogue
with
rela0onship.
win,
make
them
be>er.
consumers
§ Make
it
meaningful
and
worthwhile.
INTEGRATION
OF
ALL
THREE
IS
THE
ʻSWEET
SPOTʼ
Source: Briabe Mobile, 2013
Interactive/Cross Digital Campaign
OBJECTIVE
Introduce SOYJOY to the U.S. Hispanic
market, build brand awareness, drive traffic
to its retail, e-commerce store and mobile site.
TARGET AUDIENCE AND
INSIGHT
Hispanics between the ages of 18-24 have
an affinity towards snacking on the go and
a preference to flavors.
MEDIA
Online, mobile, social, print
Source: Porter Novelli, 2013
Activation
Created the “Yo Soy” campaign, an integrated bilingual digital-
mobile advertising campaign, introducing the brand, its joyful
lifestyle and product messages for online and mobile.
Developed a unique interactive experience
with a bilingual, bicultural play on words with “SOY”
(“I am”) linking it to the “reason to buy”—flavor.
Established an online/mobile Hispanic community
partnering with Mocospace, the largest U.S. mobile
social network. SOYJOY also partnered with Batanga
Network to extend online/mobile reach.
Sweepstakes: Used sweepstakes to increase community of
SOYJOY Hispanic advocates on Mocospace.
Community Engagement: Daily communication with the
Hispanic mobile community provided audience with
engaging relevant content.
Blogger Outreach: Identified top Hispanic “blogueras” who
emulated SOYJOY’s brand tone to partake in the Joytesters
program, which built relevance among the target audience by
providing them with interesting and useful information.
Source: Porter Novelli, 2013
Results
The “Yo SOY” campaign secured over
15MM paid media impressions,
exceeding expectations by 150%.
Hispanic campaign: Top social media traffic
driver to the SOYJOY website.
Dramatic increase in consumption and
purchase intent, as well as agreement
with key brand attributes.
Comprehensive, ongoing monitoring
of sentiment and analytics helped refine
execution and hyper-target our audience
for greater results and advocacy.
Source: Porter Novelli, 2013
Creative Examples
Top
social
media
traffic
driver
to
the
SOYJOY
website
Placement
in
15
Hispanic
sites,
including
Mocospace,
Batanga
(English
&
Spanish),
Cha>ering
Gem,
Mama
Contemporanea
among
others.
Source: Porter Novelli, 2013
Blogger Outreach
Hispanic
blogger
outreach
complemented
the
mobile
and
social
media
strategy
Source: Porter Novelli, 2013
Blogger Outreach
Placements
in
10
influenNal
blogs
Source: Porter Novelli, 2013
The Bigger Picture - Mobile Insights
• Hispanics, regardless of language preference, over-index the
general market in their usage of smartphones.
• Mobile marketing to Hispanics need to address the traditional
Hispanic marketing questions such as segmentation, coupled
with fast moving technology implications from mobile
optimized websites, native applications for multiple platforms,
location based technologies and whatever comes next.
Source: AHAA, 2013
The Bigger Picture - Marketing Insights
• Engage highly mobile, younger skew audience
• Leverage similar mobile and broadcast content appeal
including sports, gaming and entertainment
• Create 'mobile' language for a diverse Hispanic mobile
community
• Identify mobile advertising memorability cues ranging from
authenticity to language and genre depictions
Source: AHAA, 2013
The Bigger Picture - Mobile Success Story
One of the success stories in the space is Ford:
• Have been using an Hispanic Agency to target via mobile &
digital since 1996. (AHAA)
• In an effort to reach more Hispanic female consumers, Ford
Motor Company partnered with Televisa Publishing +
Digital in a national multimedia campaign to showcase the
latest technology, gadgets and applications that help Latinas
stay connected and simplify their life. (HispanicAd.com,
3/6/13)
Source: AHAA, 2013
Mobile Success Story
One of the success stories in the space is Ford:
“Partnering with Vanidades to create a Spanish language
custom iPad application--a first-ever for Ford-- presents a
powerful platform to demonstrate Ford’s commitment to
deliver the best digital experience for our passionate Latina
consumers,” said Dave Rodriguez, Manager, Multicultural
Marketing of Ford Motor Company. (HispanicAd.com, 3/6/13)
Source: AHAA, 2013
Key Takeaways
Leverage
both
Hispanics
consume
Hispanics
are
more
For
Hispanics
social
English
and
Spanish
more
mobile
media
vocal
on
social
is
mobile
and
language
creaNve
than
the
general
media
plaPorms.
mobile
is
social.
for
an
effecNve
populaNon.
mobile
campaign.
Go
beyond
one-‐off
Be
authenNc
and
campaigns
and
execute
Learn
as
much
as
you
focus
on
culturally
Don’t
be
afraid
to
programs
that
capture,
can
about
the
mobile
relevant
nuisances
think
and
execute
engage,
interact
with
and
lifestyles
of
the
target
like
lifestyle,
music,
mobile
first.
reward
consumers,
to
audience
and
make
maximize
the
success
of
campaigns
relevant.
sports,
etc.
your
programs.
Q&A
Diana Valencia
Sr. VP, Multicultural Communications
Porter Novelli
Diana.valencia@porternovelli.com
@porternovelli
Moderator
James Briggs
Michael Becker
CEO
Managing Director, North America
Briabe Mobile, Inc.
Mobile Marketing Association
James.Briggs@briabemobile.com
michael.becker@mmaglobal.com
@briabemobile
@mobiledirect
Gabriela Alcantara
Cultural Strategist/President
GADMarketing Communications
gaby.alcantara@gadmarketingcomm.com
@GADMarketingcomQ&A
Moderator
Michael Becker
Managing Director, North America
Mobile Marketing Association
michael.becker@mmaglobal.com
@mobiledirectPoll Questions
Upcoming Events & Programs
• MMA Forum – New York (May 8-10)
• Cannes Lions Festival (June 16-23)
Visit www.mmaglobal.com/events for more details on future events and webinars
Planning for 2013, contact Michael Becker at northamerica@mmagobal.com to get involvedThank You
ADDITIONAL RESOURCES
• Thinking Under the Influence Conference (April 29-May 1)
http://ahaa.org/default.asp?contentID=463
• U.S.H. Idea Awards (April 30)
http://www.ushideaawards.com/
Sign up for the MMA Search for partners or get listed at the
SmartBrief: Mobile Marketing Industry Directory:
www.smartbrief.com/mma
www.mobilemarketingindustrydirectory.com
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