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Agustin Chacon, VP Marketing Americas, was one of the main Epson executives present at a recent event in New York City to promote the company’s new Ecotank printer. We talked with Chacon about Epson’s Latin American marketing strategy.

descargaThe Latin American region amounts to approximately 30% of the total of Epson’s Americas business, with almost the remaining 70% being U.S. sales. Brazil, Mexico and the Central American region are Epson’s main markets in Latin America.
The term “panregional” (as opposed to a very decentralized marketing strategy) best describes the way Epson markets in Latin America.
The main guidelines on the creative and media planning and buying side are established at Epson’s America’s Headquarters in Long Beach, CA. (Epson’s Global Headquarters are in Suwa, Nagano, Japan). These guidelines are established after the company tests its marketing concepts in select Latin American target markets. Epson’s Marketing and Communications Team in Long Beach, CA has 30 employees targeting the U.S. and Canada and approximately 25 that specialize in the Latin American region.
Media Buying is done in-house in each Latin American country and under the supervision of the Americas Headquarters led by Agustin Chacon.
Colombia based advertising agency AdOrange helps Epson to implement creative and media buying strategies that are in line with the overall guidelines and at the same time are adapted to each of the Latin American markets. Espson’s Latin American media plans tend to include TV, magazines, events as well as digital efforts, Chacon tells Portada.

EcoTank, already in LatAm, now also in the U.S


EcoTank
Interestingly, the EcoTank printer and cartridges line, Espson is currently introducing in the U.S. is already being sold in Latin America as well as in  APAC and Eastern Europe, but is only now being introduced in the U.S.
The EcoTank line uses cartridges that have substantially more ink than the regular printer. Epson says that even its cheapest EcoTank model holds enough ink in its reservoirs to print 4,000 black and 6,500 color pages before it needs a refill. The EcoTank printer is being marketed at a higher price than the average printer. The new line is being marketed in the U.S. through TV, digital and print (magazine channels) in addition to events and social advertising.

U.S. Hispanic market

The Japanese Electronics Company and one of the world’s largest manufacturers of computer printers sees a “big opportunity in the U.S. Hispanic market,” Chacon tells Portada. “We are working on a marketing development plan for the U.S. Hispanic market to really reach and engage Hispanic audiences. We know that this is necessary to do more research,” Chacon claims. While Epson’s U.S. Hispanic marketing and advertising is in its preliminary stages, the company expects to implement a concrete marketing plan in 2016 and has hired former Fox Deportes Marketing Manager be part of the team that devises the strategy and executes the project.

 

Paid Social or Social Advertising is becoming a key media type for marketers to engage Latin American audiences. Below, an in-depth analysis on Paid Social market’s high rate, its growth and reasons of that growth. The new key actors of this sector, the wide array of Social Ad types and more…

Social Advertising, or Paid Social, is the fastest growing Ad-Category in Latin America. ” Social advertising has a much larger share in our Latin American budgets compared to our U.S. advertising budgets,” Agustin Chacon, VP Marketing Americas, at Epson tells Portada.

redes.sociales-285x200Social Advertising typically involves investments in Facebook, Twitter, Snapchat or Instagram as well as in technologies for reorienting and refining messages to this social networks users and other social media properties. MagnaGlobal, IPG’s forecasting unit, expects Social Advertising to be the fastest growing category in Latin American advertising until 2019, with an annual growth of 34,4% between 2012 and 2019 and with a total value of more than US $4.8 billion.

A Force to be Taken into Account

201420152016201720182019
Total Social Advertising1,1041,5842,1052,7793,6584,844
• Annual Growth / Decline67.3%43.4%32.9%32.1%31.6%32.4%
• Share of Total Internet18.3%21.9%23.5%25.0%26.4%27.7%
• Share of Total Media2.5%3.2%3.7%4.3%4.9%5.5%

Source: Magna Global
Note: In million US $

“By ‘social’ we are referring to any format carried by social media networks like Facebook,Twitter, and LinkedIn. We do not include peer-to-peer video networks,” says Shaffia Sanchez, President, MAGNA Global, World Markets.

One of the reasons why Social Advertising is such an important marketing tool in Latin America is the fact that Latin Americans are much heavier Social Network users compared to U.S. users. Another reason, according to Maria Jose Ezquerra, SVP Head of Media at Havas,  is that  there have been improvements in the establishment and measurement of KPI’s (Key Performance Indicators) of Social Media Campaigns. Xavier Mantilla, Global CRO at Gravity4, agrees:  “I believe that growth could be attributted to “the moment” that social media is going through. Better Facebook audience data in its DPA platform allows better messages to serve users.”

Video, in all formats, will be the privileged ad-unit in the next 5 Years. This is true for Social Media as well as for other digital channels.

New Players…

Relatively new Social Media platforms and Ad-Tech players are entering the region. These include Versy, the former Myriad which has a particularly strong presence in Mexico, as well as San Francisco headquartered start-up Gravity4. A Versy spokesperson tells Portada that they are operating a “social media platform which is growing fast.  With billions of impressions everyday we are introducing a new Chat Promotion,  our own proprietary format for brands to reach audiences in a conversational manner.” According to the spokesperson, “brands and content partners can use Versy to create content channels and start engaging their audience with content that is relevant to them. This content can then be shared and discussed with their groups of friends on Versy, or shared on other social media platforms such as Twitter, Facebook or What’sapp.”

Paid Social Media Development in Latin America will be one of the key themes to be discussed by major brand marketers and agency executives at Portada’s Foro Mexico on October 13 in Mexico City. (#PortadaMex)

…and Ad Formats

According to the Versy spokesperson, currently the company carries out marketing packages to sponsor channels and promote chat messages. Sponsorships are similar to a TV format whereby specific channels will be ‘brought to you by [brand X]’ and the brand secures exposure through integrated branding within the channel and any content later shared. Promoted Chat Posts are specifically targeted promotional messages which are inserted at specific times into specific Channels.Specific conversations ,with specific CTA, are designed to share internally within Versy and externally to other communication platforms.”

According to Gravity4’s Xavier Mantilla,  there is no doubt that “mobile’s massive consumption in Latin America is bringing a strong growth to the mobile formats, where video and apps formats are powerful and are growing a lot.” Mantilla notes that in Brazil, more than 60% of those who use Facebook do so through mobile applications. “So, in the Brazilian Market, if you don’t consider Facebook you are missing the largest and most defined audience in the digital space. ”

An executive at a major Latin American newspaper tells Portada  that his team creates brand talks “with our fan pages and communities. These talks include two posts a day, during the campaign period (day, week or two weeks). This is an organic solution, and the talks are being developed on Facebook wall.” He adds that they are introducing the possibility of selling the campaign to boost posts and Facebook ads. So, we are trying to mix between organic conversations and pay ads, to increase the customer’s results.”
According to Santiago Duran, Media Strategy Lead – Spanish LATAM, at  Google, “The ad-unit that will grow the most is mainly Video. Video in all formats will be the privileged ad-unit in the next 5 Years. This is true for Social Media as well as for other digital channels.”

Epson, the Japanese electronics company and one of the world’s largest manufacturers of computer printers, is launching the new EcoTank printer and cartridges line in the U.S. The company is also working on a marketing development plan to specifically reach and engage the U.S. Hispanic consumer, Agustin Chacon, VP Marketing Americas, tells Portada.

descargaAgustin Chacon, VP Marketing Americas, was one of the main Epson executives present last week at an event in New York City to promote the company’s new Ecotank printer, which is being introduced to the U.S. market.
EcoTankThe EcoTank line uses cartridges that have substantially more ink than the regular printer. Epson says that even its cheapest EcoTank model holds enough ink in its reservoirs to print 4,000 black and 6,500 color pages before it needs a refill. The EcoTank printer is being marketed at a higher price than the average printer. The new line is being marketed in the U.S. through TV, digital and print (magazine channels) in addition to events and social advertising. Epson buys most of its media in-house. The EcoTank product line already exists in Latin America, APAC and Eastern Europe. But is only now being introduced in the U.S..

U.S. Hispanic market

The Japanese Electronics Company and one of the world’s largest manufacturers of computer printers sees a “big opportunity in the U.S. Hispanic market,” Chacon tells Portada. “We are working on a marketing development plan for the U.S. Hispanic market to really reach and engage Hispanic audiences. We know that it is necessary to do more research,” Chacon claims. While Epson’s U.S. Hispanic marketing and advertising is in its preliminary stages, the company expects to implement a concrete marketing plan in 2016 and has hired former Fox Deportes Marketing Manager be part of the team that devises the strategy and executes the project.

Join us at PORTADA Mexico!

Latin America

The Latin American region amounts to approximately 30% of the total of Epson’s Americas business, with almost the remaining 70% being U.S. sales. Brazil, Mexico and the Central American region are Epson’s main markets in Latin America. The term panregional best describes the way Epson markets in Latin America. The main guidelines on the creative and media planning and buying side are established at Epson’s America’s Headquarters in Long Beach, CA. These guidelines are established after the company tests its marketing concepts in select Latin American target markets. Epson’s Marketing and Communications Team in Long Beach, CA has 30 employees targeting the U.S. and Canada and approximately 25 that specialize in the Latin American region. Media Buying is done in-house in each Latin American country and under the supervision of the Americas Headquarters led by Agustin Chacon. Colombia based advertising agency AdOrange helps Epson to implement creative and media buying strategies that are in line with the overall guidelines and at the same time are adapted to each of the Latin American markets. Espson’s Latin American media plans tend to include TV, magazines, events as well as digital efforts, Chacon tells Portada.

Join us at PORTADA Mexico!

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