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San Diego AMA Hispanic Marketing Event Deck
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Transcript of San Diego AMA Hispanic Marketing Event Deck
Insights Into the Fragmented Hispanic Market Segments
Thank you to our wonderful Sponsors
Special Thank You
o Our sponsor of today’s event
President
Kirsty NunezPast President
Dan BishopPresident-Elect
Shelley Callahan
Secretary
Liz SnyderVP Finance
Kathy Townend
SD AMA Chapter Leadership
VP, Special Events
Paul June
VP, Collegiate Relations
Mary Beth McCabe
VP, Analytics & Content
Jimmy Page
VP, Communications
Frank Cowell
Co-VP, Programming
Amy MuraokaCo-VP, Programming
Chelsea Bakewell
Co-VP, Sponsorship
Andrew Cortez
Co-VP, Sponsorship
Sterling Doak
Co-VP, Membership
John Ruzicka
Chapter Coordinator
Barbara Haines
SD AMA Chapter Leadership
Co-VP, Programming
Linda Phillips
Co-VP, Membership
Ken Schmitt
Upcoming Events
o Direct Mail in the New Millennium: Shake up your marketing mix March 13th at Modern Postcard
o CMO Fireside Chat April 24
o Cause Conference May 28
o AMY Awards June 26 at House of Blues
Keep In Touch
[email protected]/sandiegoamaoLinkedIn
San Diego County Fair
Hispanic Marketing Program
Luis ValdiviaMarketing Manager
2010 Hispanic PopulationUnited States
50,477,594 16.3% of totalMexican 63%
California14,013,71937.6% of totalMexican 81.5%
San Diego Co.991,34832% of totalMexican 87.7%
Miami-Dade Co.1,623,85965% of totalCuban 52.7%
Language Usage
Not all Hispanics speak Spanish
My Random Reality Checks Immunization campaign targeting adult
women, teenagers
ABC broadcast of soccer World Cup
They’re speaking my language: Blue Cross http://bit.ly/1fkxV0j Ford http://bit.ly/1hjZZ14
Fair Case Study Hispanic attendance: approx. 36% Launched Hispanic Marketing in 1994 Longest-running program of any Fair Target: SD County & Baja California Goal: increase Hispanic attendance, content, participation Goal: create working opps. w/Hisp. mktg. partners, NGO’s, CBO’s
Fair Case Study Hispanic Information Officer Culturally-appropriate messages Spanish version of Fair Theme Print, radio, TV, outdoor, online adv. P.R. – news releases, media relations, community outreach Spanish website & social media “Dia de la Familia” – Sunday concerts
Fair Case Study Baja marketing partner - Oxxo Spanish guide – Enlace/Vida Latina Plant*Grow*Eat in Tijuana schools Authentic Mexican artisans daily
Adoption of Technology Spanish-speaking Fair patron with no e-mail
Fair website use, a bilingual team effort
Fair website visits sdfair.com 8,036,000 feriasandiego.com 68,000
Hispanic Market segments
Presented for American Marketing Association 2.27.14Dr. Mary Beth Mccabe
Hispanics are mobile Focused
Source: McCabe, International Journal of Mobile Marketing, Jan 14
Selecting your Segment
Starting Knowledge• US HISPANIC POPULATION • CONCENTRATED IN URBAN AND RURAL AREAS• CONCENTRATE ON ONE to THREE SEGMENTS
• NEW TO COUNTRY• SPANISH DOMINANT• NEED BRAND KNOWLEDGE
FIRST GENERATION(1ST)
• EDUCATION ORIENTED• DRIVEN TO ACHIEVE• WANT TO FIT IN
SECOND GENERATION(2ND)
• HIGHER SOCIO ECONOMIC STANDING• DEMAND FOR BETTER QUALITY AND SERVICE• LESS PRICE SENSITIVE
THIRD GENERATION(3RD)
• HIGH INCOME LEVEL• DEMAND PERFORMANCE AND CONVENIENCE• PURCHASE EXPENSIVE PRODUCTS
HIGH EARNERS(Hi)
• CAUTIOUS IN THE WAY THEY SPEND THEIR MONEY• DEMAND CHEAP, LOW-PERFORMANCE, AVERAGE CONVENIENCE PRODUCTS• FUTURE GROWTH RATE COULD EXCEED FORECASTS.
SAVERS(SA)
Brand Segmentation Cases
• Segment target – 1st, 2nd gen. Moms & Grandmoms• Attributes – Food was 1, 2, 3 baby age levels, Number of
Flavors, packaging
GERBER BABY FOODS
• Segment target -- Professional and High Earners• Attributes -- Home Features, Design, Location, Distance
to Mexico PARDEE HOMES
KIDS OUTLET
KIDS OUTLET
• Segment target – Moms, Savers, ( 1 & 2ND gen)• Attributes -- Seasonality, Special Events
More $ than Beechnut, grocery chain distribution.
Higher quality, and already created for the geographic market.
Undeveloped market. First in market to have a strong market share.
MEXICO ESPECIAL
Segment target- 1st and 2nd gen. Males 18-30 who want to talk to Mexico, send money homeAttributes – low income, convenience stores, little/no smartphone usage