Pepsi announced an integration with Telemundo’s, through which it will become the first-ever beverage sponsor of La Voz, the Spanish-language edition of NBC’s “The Voice.” As the show’s first-ever beverage sponsor and prizing partner, Pepsi will take the season two stage by storm, celebrating Latin music and the talented phenoms giving everything to become the next big musical superstar. The premiere episode of season two of “La Voz” is set to air this Sunday, January 19th.
The new investment reflects Pepsi’s Hispanic Business Unit commitment to Hispanic Marketing and to “elevate the voice of the Hispanic consumer”, Esperanza Teasdale, VP & General Manager at PepsiCo’s Hispanic Business Unit , tells Portada. “The La Voz sponsorship, which taps into the Pepsi brand’s rich heritage in music and entertainment, allows us to celebrate Hispanic culture and passion points and support the next generation of talented musicians who aren’t afraid to live life their way and chase their musical dreams,” Teasdale adds.
The campaign is focused on Fusionistas who celebrate both the Hispanic and overall American culture.
Pepsi will level up the season two “La Voz” prize, bringing the original $100k grand prize up to an epic $200K. The integration will span the blind auditions, battle rounds and live performances. It will feature cups branded with Pepsi in the coaches’ chairs and include Pepsi branding across a number of touchpoints: multi-screen presence throughout the season, in-show and out-of-show custom activations on linear and social and prominent thematic storylines woven throughout the season.
La Voz Sponsorship with the Fusionistas Target in Mind
Teasdale, a half Ecuadorean and half Colombian executive, notes that “Pepsi understands the passion point that Hispanics have with music. It’s in their DNA.” She adds that the campaign is focused on Fusionistas who celebrate both the Hispanic and overall American culture.”
“Eso es lo que quiero”
The integration will also bring to life and feature the newest U.S. Pepsi campaign tagline, “That’s What I Like” (“Es Lo Que Quiero”). Launched earlier this month, the new tagline is the brand’s first in two decades and is inspired by the most loyal Pepsi drinkers, who proudly like what they like and live their lives out loud without worrying about what others will think – whether that’s belting out a song at karaoke, clapping at the end of a movie, or simply enjoying a Pepsi.
Pepsi unveiled five new national commercials to launch the new tagline, three of which were developed in partnership with the Pepsi brand’s Hispanic agency, Alma (“DJ BBQ,” “Subway,” and “Lavandería). The new ads spotlight various everyday people getting lost in a moment and finding themselves dancing in unexpected places or situations, despite the amused gaze of onlookers. Each spot is underpinned by a variety of upbeat music spanning hip-hop, dance hall, Latin pop tracks and more. The spots will air across English and Spanish-speaking properties to reach the brand’s ever-growing fusionista fans, Latinos celebrating and blending their Hispanic and U.S. cultures.
We caught up with Kia Motors America’s Eugene Santos, Senior Manager, Multicultural Marketing, about Kia’s new multicultural campaign, Driving Forces. Anything related to the Hispanic market comes toSantos’ desk first, so he knows a thing or two about how to market to Hispanic consumers. He told Portada New York 19’s audience all about Kia’s first time using influencer marketing to target Hispanics.
Eugene Santos, Senior Manager of Multicultural Marketing at Kia, has spent years practicing how to market to Hispanic consumers. The last time we spoke to him,he gave us a preview of what he had in store for the brand’s next Hispanic-oriented campaign. All we knew at the moment was the goal, to reach the Hispanic segment through an emotional connection to the brand’s new slogan. Fast forward to a couple of months later, Kia has launched Driving Forces, a campaign that involves real Latino stories.
“We launched a message during the super bowl: Give it everything,” Santos said to an audience of fellow brand marketers at Portada New York. “In the past, Kia has been successful with Superbowl commercials. But now that the message is out there, what do we do with it? What does it mean? Especially for Latinos.”
The problem facing automakers these days, according to Santos, is that vehicles are smarter and last longer, so consumers are holding to their cars for more time. “The need for an automobile has decreased,” Santos pointed out. But the campaign has already proved to be fruitful, as the 200-percent increase in traffic to the Kia Soul landing page shows. Santos shared this and other pieces of information in exclusive at Portada New York… metrics not even Kia’s management had seen!
Still Talking Up the Hispanic Market
For a Korean brand that is relatively new to the U.S., the new Driving Forces campaign is a huge deal. “As all multicultural marketing managers know, budget is an issue,” said Santos. “Since Hispanics account for 18% of the population, General Market assumes we should have 18% of the marketing budget, but it doesn’t work that way.”
In fact, a real problem that stood out throughout the Portada New York conferences was the need to convince management of the relevance of Hispanic consumers. “You’d think that in 2020 we wouldn’t need to fight to convince organizations about the Hispanic business opportunity,” commented Santos. “But we keep fighting the same fight. Therefore, make sure you can show metrics that the general market understands.”
The good news is: insightful, culturally nuanced campaigns are an important step to increasing companies’ awareness…, and getting a few more ad dollars. “Telling a story allows us to continue to connect with our audience and keeps the brand on top of mind. This might look like a simple project, but it’s making our company reconsider how they think about multicultural,” shared Santos.
An Effective Campaign Will Take You Far
As Eugene Santos explained, a successful campaign can yield results that are very important for the long run: not only can it get you more budget with management, but it can also ease you into the next step of your strategy.
That’s why Santos likes storytelling; it can elevate your brand by telling relatable stories to consumers and then follow up on those stories. But many times complications arise from the start in multicultural marketing. Whether it’s the lack of multicultural representation in management, inaccurate audience measurement or a lack of creative assets, it’s still difficult to know how to market to Hispanic consumers, starting from the (still relevant) question of what language to use.
Problem: How to Market to Hispanic Consumers
“When people think ‘Hispanic’, they automatically assume they have to use Spanish,” told Santos. “It doesn’t have to be that way. So for the first time, we’re using English-language creative to reach Hispanics. Bilingual and bicultural creatives go a long way.”
But the problem persisted: how could they elevate the Kia brand in a meaningful way? There were many factors at play, like limited assets, recent leadership changes and a low budget. “For a long time people have assumed that Kia is a cheap Korean Brand, but for the last 5-6 years, Kia has been recognized with top quality distinctions with brands like Mercedes and Porsche,” pointed out Santos. “Kia has various brand messages, but the objective was to dilute it into one message that created top brand consideration.”
Answer: Brand Ambassadors Who Share the Consumers’ Stories
Influencers are a risk, and yet most marketers have experience with them. They all learn that the only effective influencer marketing is based on brand ambassadors that share a true affinity with the brand’s values. For that reason, Santos chose two unique influencers that could tell the Latino story, because it was theirs.
“How do we tell the underdog story, which is really the Kia story, and how do we tell the Latino story to them?” asked Santos rhetorically. “I want to talk about the professional who is trying to do something different and relate it to my key customer.”
Consequently, Kia worked with Andrea Londo, a self-proclaimed border child who commuted from Tijuana to San Diego every day to go to school. Now, she is living her dream of being an actress. “You probably don’t know her, but in 2-3 years you will,” assured Santos. On top of everything, Londo drives a Kia Optima, which made for a perfectly organic fit.
Clara Pablo, the other influencer featured in the campaign, is the manager of Miami-based Latin Pop group CNCO and of Colombian singer Maluma. Music is one of Kia’s verticals, which allowed for an organic fit with Pablo. In addition, she’s a breast cancer survivor and awareness advocate, which adds “a humanistic element that allows us to send out a message not only about cars but beyond. Young Latinos want to connect with brands that stand for the same things they do.”
Once You Have the Right Message, Put it In the Right Creative (and Get the Right Partner to Do It)
One of the first things to do if you wish to launch a successful campaign is choosing the right partner. Because of the various problems multicultural marketers have to face, an agency that can really carry your message is as important as the message itself. For the Driving Forces campaign, Kia partnered up with Verizon Media. “We knew they could programmatically expose our message to a wider audience that is bicultural. Also, their creative studio, RYOT, could help us with assets that allowed us to show our message in relation to the creative,” explained Santos.
Together, they came up with docu-style creatives and an array of branded formats to tell the story of Latinos and Latinas. Through the two “driving forces” the brand chose as ambassadors, they focused on upbringing, biculturalism, accomplishments and their will to tackle a challenge. “The main goal was for them to connect with us,” stressed Santos. “We wanted to hit them at different points of their journey to let them know that we’re here for them and we understand them.”
Results (Spoiler: Cultural Marketing Works)
The results so far have been positive. The completion rates above the benchmark of both videos show that consumers are interested. Also, CTRs are the same in Spanish and English, so language doesn’t always matter as long as viewers really connect with the message. “If the emotional component is there, they’ll stick around and come back,” said Santos. Reach and engagement have also been good, which has given Santos the confidence to ask for more budget.
Ultimately, Santos concluded that it’s all about three key rules. First, define your strategy: be clear on what the content should speak to and ensure alignment to overall brand strategy. Second, listen to your gut. Pick a partner that can execute and deliver significant reach for your targeted audience. Finally, don’t forget to ask yourself this question: what’s my next move?
What: Media agency GroupM is leading the New Majority Ready™ Coalition which also includes Disney, Google, iHeartMedia, Meredith Corporation, NBCUniversal, Twitter, Univision and Viacom. Why it matters: The coalition’s aim is to help brands adapt to the changing U.S. demographics and assist in developing their audience planning and media strategies accordingly. The ultimate ambition of the coalition is to increase brand relevance, business growth and create a seismic cultural shift.
The coalition will collaboratively develop tools and solutions to help brands get “ready” to engage the new majority, including: • A benchmark tool – Multicultural Maturity Framework – that will help assess a brand’s “readiness” for this demographic shift across audience, investment, culture, content and more; • Cross-platform content solutions based on the framework assessment and inspired by brand need • A communications program to drive better understanding of America’s population transformation and to assist in driving adoption of new majority-first media strategies that reach, engage and authentically connect to these consumers.
Gonzalo del Fa, President of Multicultural, GroupM (photo), tells Portada that “the multicultural demographic in America is increasingly fueling the economy (they currently represent 40% of the U.S. population) yet the ad dollars committed to them are disproportionately low at just 5%. In addition to that, 2020 will be the first year that a large demographic group (individuals under 18 years old) will be ethnically and racially diverse.”
2020 will be the first year that a large demographic group -individuals under 18 years old – will be ethnically and racially diverse.
Facebook (including Instagram) is not part of the new coalition. Asked why this is the case, Gonzalo Del Fa, President of GroupM, Multicultural, tells Portada that “this first phase represents a handful of media partners across multiple disciplines such as video, print, audio and social media. A really exciting start. Our hope is that we will be able to welcome other leaders to join this movement”. According to del Fa, The New Majority Ready (NMR) coalition was initiated by GroupM to help brands better adapt to the changing of the U.S. demographic. In order to achieve that goal, GroupM is bringing together industry-leading companies across media, technology and publishing”.
The Challenge of Accurate Multicultural Measurement
The need for a more unified measurement of multicultural audiences is a major challenge that has hindered growth of investment in media targeting multicultural audiences. Asked about how the newly formed coalition will approach this particular challenge, del Fa says that “our benchmark tool (Multicultural Maturity Framework) will assess a brand’s “readiness” for the New Majority. This assessment includes brand’s growth potential, audience strategy, consumer perception, resource allocation and corporate impact among others. Based on that assessment, communication strategies and cross-platform content solutions that reach, engage and authentically connect to these audiences will be created to address challenges and opportunities. We will work with each client’s marketing team as well as our own analytics team to accurately measure the level of success of these initiatives.”
What: Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural at Kia Motors gave Portada his 4 key insights on automotive brand marketing and how to win Hispanics’ hearts. Why it matters: It’s no secret that Hispanics love a good car. The auto industry in the U.S. is growing, just as well as the multicultural population in the U.S. According to a Statista timeline, digital advertising spending of the U.S. automotive industry is expected to reach US $15.5 billion this year.
Automotive brand marketing is just like marketing in any other industry. In order to get it right, marketers need to approach it with the right set of tools and a great deal of creativity. Add a multicultural component to the mix, and you’ll get a more complicated task. However, if brands take the time to really understand the target and the way consumers relate to the category, they might end up getting a recipe to success.
When the 2018 Kia Rio was named one of the top 10 best vehicles for Hispanics by the Hispanic Motor Press Foundation, the company had already been targeting this multicultural segment for years. However, Kia Motors only started selling cars in the U.S. in the 90’s. How does a relatively new brand compete with powerhouses of the automotive industry in order to gain Hispanics’ hearts?
We talked to Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural at Kia Motors to get his key insights about what the brand is planning to engage Hispanic consumers more effectively.
We use AI to engage consumers who are in the ‘discovery’ and ‘research phases of their consumer journey.
1. Automotive Brand Marketing 101: Make Sure You Engage Your Consumers
Firstly, says Eugene Santos, you have to ensure you understand how your consumers engage with your content. Like any other brand, Kia uses a mix of KPI’s and likes/dislikes ratios, but it is also aware of the important role of the right technologies. “We use AI to engage consumers who are in the ‘discovery’ and ‘research phases of their consumer journey,” explains Santos. ” This gives us an opportunity to look at the multicultural aspect as well.”
2. When Targeting Hispanics, Always Think In-Culture
According to Kia’s latest reports, sales grew 1% in May, mostly thanks to a rise in sales of a favorite of Hispanics— the Kia Soul. “Hispanics are a big part of our success, especially in a flat market,” reveals Santos. “The multicultural segment growth has allowed us to stay on pace or ahead of business plans. The Soul has traditionally over-indexed within the Hispanic segment. It tends to skew towards a younger audience and mirrors the demographics of the Hispanic consumer.”
Therefore, these results show the brand is already doing something right. When asked about the approach Kia takes when marketing to Hispanics, Santos hits the nail in the head. “We don’t like to approach this segment by thinking ‘Spanish or English’? But rather, ‘How do we communicate in-culture? And that can be a combination of either language as it relates to our target audience and the look/feel of our campaign.”
3. Choose the Right Message, Make it Emotional
When asked about messaging, Santos explains that the brand continuously tries to build an emotional connection with the Hispanic segment. The new campaign will “tell the story of the ‘unsung heroes’ who work hard to accomplish their life’s mission but don’t necessarily crave the spotlight.” Kia has previously incorporated into their narrative real stories of hard-working Latinos (watch below). Santos says “this will bring a connection Hispanic consumers by showing Kia lives by the same values as them.”
4. Learn From Your (More Experienced) Competitors
In 2017, Dealer Marketing Magazine reported that vehicle purchases by Hispanics would double from 2010 to 2020. Because of tradition from their origin countries, Hispanics have a famous fondness for Japanese cars. In fact, in 2014, Hispanics were contributing to nearly 40% and 30% of total brand growth for Toyota and Nissan, respectively.
Thus, we wanted to know Santos’s thoughts on how the relatively new player from Korea competes with these brands. “They’ve been communicating with the Hispanic segment for a very long time, longer than Kia,” agrees Santos. “I started my automotive career at Honda, and having seen their work ethic first hand, I am proud to say that Kia is on its way.”
But what sets Kia apart? Its “Give it Everything” philosophy, that “underdog spirit that has helped us improve our vehicle quality, and technology that has allowed us to outperform even luxury brands,” shares Santos.
In conclusion, Kia is young, but it is on the right track towards Hispanics’ hearts. To find out more about automotive brand marketing first-hand from the experts, join Portada New York!
A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.
ESPN is closing itsESPN Deportes radio business in September as the company looks to shift resources into mobile and podcasts, according to the Sports Business Daily. The division, which debuted in 2005, has 44 terrestrial affiliates in 15 states, as well as a SiriusXM channel. Staff layoffs are expected.
Minute Media has raised $40 million in its latest funding round. The publishing platform owns and operates five media brands powered by its proprietary technology platform: 90min, DBLTAP, and 12up, As well as Mental Floss and The Big Lead. Combined, Minute Media’s properties reach more than 140 million monthly and feature original content in 12 languages. “With the commercial momentum we’re experiencing as an organization, growing at 100% year-on-year, we’re purposely focusing investment on the deepening of our publisher product and tech offering — a part of our business that is rapidly expanding. Additionally, the new capital enables us to continue to be aggressive on the M&A front, constantly looking to acquire premium publishing brands across new content verticals and within new markets,” said Asaf Peled, Founder & CEO.
DAZN locked Spanish media rights to all 26 matches from this year’s Copa América, for a reported US$1.69 million. Conmebol’s streaming rights were previously carried by Telefonica’s Movistar+ streaming platform.
Canelo Alvarez came fourth in the top 10 members of Forbes’ highest-paid athletes for 2019, with $94 million ($92 million in winnings. Forbes calculates earnings include prize money, salaries, and bonuses earned between June 1, 2018, and June 1, 2019, as well as endorsement estimates of sponsorships, appearance fees and licensing incomes for the same 12-month period.
Combate Americas’Cricket Wireless Presents Combate Americas: Tucson Unbreakable showcase reached more than 420,000 viewers, nearly 10% higher (421,000 vs. 390,000) than the previous event which was held in Lima.
A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.
The NFL started an initiative, as part of the NFL Academy in the UK, designed to use American football to create “life-changing educational and professional opportunities for young people.” The NFL Academy will begin operations in September 2019 and offer student athletes aged 16-18 the opportunity to combine education with life skills and intensive training in the sport under full-time professional coaches. The initiative will be supported by Nike and based at Barnet and Southgate College, in North London.
According to the NBA’s data, the League Pass has recorded a 400% consumer growth driven by the popularity of the league’s overseas players, including a 400 per cent spike in subscriptions to the over-the-top (OTT) service in Serbia. Denver Nuggets’ Serbian center Nikola Jokić has been instrumental to that huge increase in subscribers in his native country throughout the 2018/19 season.
Disney is considering the option to acquire streaming rights to the NFL Sunday Ticket, as part of plans to boost ESPN’s professional football portfolio. AT&T currently holds the streaming rights until 2022, though a clause in the contract indicates that the league does have an option to opt out of its exclusive agreement at the end of the 2019 regular season. Amazon is also thinking about entering the bidding.
MLBpresented its promotional plans for theLondon Series 2019, looking to highlight the growth of baseball & softball in the UK as the Red Sox face the Yankees on June 29 and 30. Activities include a baseball cultural festival, known as “London Yards,” that will include music, baseball virtual reality activations, Boston & New York cuisine, and, a live screening of the game.
Copa America has signed a content deal with Facebook to produce behind-the-scenes content for all 12 teams this summer. The partnership will allow official tournament profiles on both Facebook and Instagram to produce content from training centers, hotels and team transportation. “This agreement will enable the production of unique content that will bring all football fans behind the scenes of the world’s oldest national team tournament and some of the top stars in today’s football,” said Thiago Jannuzzi, competition general manager at Copa America.
More than 500,000 viewers switched on Univision to watch Combate Americas’“Cricket Wireless Presents Combate Americas: Reinas” event, the first all-women’s Mixed Martial Arts fight lineup, which was broadcast live on network television on April 26. Viewership among adults 18-49 shot up by a margin of 28% from the previous Combate Americas event.
A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.
Fernando Alonso, known for his career in Formula One, has invested in an esports venture owned by the Miami-based Motorsport Network. As part of his position on the board, Alonso will participate in the Motorsport Network’s negotiations with other prospects who are interested in joining Motorsport Games. “Esport is no longer a fantasy, it’s a reality and something I have been passionate about for some time,” the Formula 1 driver said. “Investing in, and helping to lead Motorsport Games will allow me to make a real contribution to this exciting aspect of motorsport’s future.
The MLB has signed a four-year partnership extension with T-Mobile, designed to grow its OTT service MLB.TV subscriber base. The new agreement sees the telecommunication giant remain as title sponsor for the MLB All-Star Home Run Derby event, it also includes a provision offering T-Mobile subscribers a year’s access to MLB.TV, as well as premium features on the MLB At Bat app and other prize competitions. “We love baseball, and clearly, so do our customers. They streamed nearly three million hours of baseball with MLB.TV in 2018 – two times more than the year prior,” stated T-Mobile chief executive John Legere.
TheNational Hockey League (NHL) franchise San Jose Sharks have announced it would provide Spanish-language commentary on its OTT platforms and TV broadcasts,in conjunction with Tico Sports. Users will be able to access the Spanish-language stream on either the Sharks + SAP Centre app or via an SAP setting on NBC California television broadcast. The partnership with Tico also includes helping the Sharks expand their Spanish-language social media presence. Games will be live tweeted from a dedicated Los Tiburones account alongside additional original content.
ESPN+ locked UFC’sPPV events, becoming the platform’s exclusive distributor of events in the United States through 2025 and the single point of purchase for consumers. The deal kicks in with UFC 236: HOLLOWAY vs. POIRIER 2 on April 13, as part of 12 live events per year. “With the addition of UFC PPV events, we are making ESPN+ an absolute must-have for any fan of the UFC and mixed martial arts,” said Kevin Mayer, Chairman, Direct-to-Consumer & International, The Walt Disney Company. “In less than a year, ESPN+ has established itself as the leader in direct-to-consumer sports and this new programming agreement adds a significant business to our platform while reinforcing the value and strength of our product and our content lineup.”According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.
Baseball team the San Francisco Giants have locked a ten-year, omnichannel retail partnership with Fanatics that will see the sports merchandise and apparel firm operate the team’s flagship store at Oracle Park, and all shopping experiences online and on mobile. As part of the agreement, Fanatics will combine its cloud-based technology and data platform with its on-demand manufacturing capabilities to identify unplanned ‘micro-moments’ so that it can create and distribute quick-turn Giants merchandise throughout the year.
The NBA has announced that the Chinese and Croatian national teams will join the 30 NBA franchises in the annual MGM Resorts NBA Summer League pre-season tournament. While China has already joined the NBA Summer League in 2007, this will be Croatia’s first time. For the second year in a row, Las Vegas will host all 30 NBA teams. In 2018, the Summer League set a new record for total attendance with 139,972 spectators with an additional 30.4 million hours of Summer League content watched on ESPN and NBA TV.
Combate Americasis returning to Monterrey, N.L., Mex. with its second, annual ‘Estrellas’ event, featuring a collection of the MMA sports franchise’s talent, live in Spanish in the U.S. on both Univision (12a) and UDN and in English in the U.S. and Canada on DAZN (10p) on April 12.
USA Hockey and Chipotle Mexican Grill have renewed their partnership which makes de Mexican restaurant an official sponsor of USA Hockey. “We’re thrilled to have Chipotle continue as part of our corporate partner family,” stated Pat Kelleher, executive director of USA Hockey. “When our players and families think about a pre-game or post-game meal, Chipotle is a great choice. We look forward to enhancing our relationship and appreciate their engagement in growing and furthering our game.”
Peter P. Snitzer Jr., CEO at Conffianz, explains how social media is helping the beauty company grow, during Portada’s 11th Annual Multicultural Advertising and Media Conference.
On September 14, Peter P. Snitzer Jr., CEO, Conffianz participated on the Multicultural Shoppers panel, where he explained how the Latina consumer is practically why their beauty brand exists. “We are all about empowering Latinas,” said Snitzer Jr. during an interview.
We are all about empowering Latinas.
Given that Conffianz’ target is older women, the company has been using traditional outlets like TV as their marketing platforms. But, as Snitzer Jr. explains, Facebook has also become a great tool. Recently, the brand launched a campaign that had user-generated content. “We had a fantastic result. You really can’t compete with user-generated testimonials,” he explained.
We had a fantastic result. You really can’t compete with user-generated testimonials.
In addition, Conffianz has been working with some business partners to grow both the brand and their commitment to the Latino community. To find out who these allies are, watch the full interview below.
Just a glimpse at the headlines surrounding today’s biggest brands suffices as proof that diversity is one of their top priorities. Last Friday, Hewlett Packardsent a letter to all its agency partners requesting a proposal from each one on how they would increase the number of women and people of color on their creative staffs. This followed an almost identical request from General Mills earlier in the week.
So how well are multicultural agencies faring in meeting the increased demand for campaigns shaped by diversity and the inclusion of a wider audience? Throughout 2016, media industry rabble-rousers have stirred up discussion about how well multicultural agencies are serving brands in their targeting efforts, and whether they must find new ways to deliver ROI if they are to stay relevant to their clients.
How can multicultural agencies adapt to shifting demographics, and should media, creative and digital be bundled together? How can marketers look at the media landscape holistically without losing sight of the particular idiosyncrasies of Hispanic audiences?
Take a look at what Nydia Sahagún, Senior Vice President and Head of Diverse Segment Strategy at Wells Fargo Bank; Zach Rosenberg, president of MBMG Media; and Janina Delloca-Pawlowski, Multicultural Marketing Manager at Dunkin’ Brands had to say about Hispanic agencies’ roles in the current media climate.
Do Smaller Segments Require Smaller Efforts?
Anyone in the business would be hard pressed to call the Hispanic market “small” today. The Hispanic market is growing faster than any other in America, and given the size and purchasing power of Hispanic consumers, it really cannot be considered a separate segment in this day and age. Wells Fargo Bank’s Sahagún asserted that “with Hispanics shaping modern society as we know it, their impact should not solely be measured on size but rather on the influence and impact they have on the broader population.”
But since it is technically still a segment within the general population, misconceptions about the amount of effort, or money, that should go into Hispanic outreach are still giving shape to ineffective Hispanic outreach.
Multicultural agencies need to “drive meaningful conversations and engagement with this audience, which will take prioritization and commensurable investment,” Sahagún said. Dunkin’ Brands’ Delloca-Pawlowski added that even if you do look at Hispanics like a “small segment,” they “often mean larger efforts because the level of engagement needs to be that much more refined and specialized.”
Misconceptions, Arbitrary Budgets Are a Disservice
An agency, whether it is multicultural or full-service, will often be limited by the budget it allots to Hispanic and multicultural targeting. But Zach Rosenberg, president at MBMG Media, which specializes in integrated media campaigns and counts El Pollo Loco, Shakey’s Pizza and The General Insurance among its clients, highlighted that decisions on budgets can have a significant effect on the success of Hispanic outreach efforts, and that brands sometimes define budgets for multicultural arbitrarily, setting an incidental percentage of the general campaign budget aside for targeting instead of reaching a number through analysis and serious consideration. In this case, hasty budget decisions mean that “segments could end up being underserved,” Rosenberg warned.
On the other hand, “full service agencies may be able to allocate larger budgets to all aspects of their multicultural outreach, as they may fit it into their holistic view of the media instead of putting aside a small amount for targeting particular demographics,” he elaborated.
What’s more, some brands are just starting to grasp the opportunity that Hispanics present them. It may take time for brands to not only wrap their heads around the size and potential of this sub-group, so strategies will take time to develop and engage consumer segments as they hope: “It does not happen overnight and results/ROI should be analyzed accordingly,” Delloca-Pawlowski said.
Sahagún echoed that sentiment, stating that “every brand is at a different point in their journey to understand the impact and influence of the Hispanic market.” Sometimes, integrated campaigns are “a step in the right direction.” In the case of Wells Fargo, the goal is always “to represent the diverse point of view early and often.” But not all brands are that far ahead.
Full-Service Agencies Struggle to Adapt to Current Landscape
Rosenberg cited the rise of digital as another added complex element in an industry that has been highly “debundled,” with creative, digital and media often handled by separate shops. “There are digital shops that manage both creative and media under one roof,” he said, but others believe that the digital ecosystem requires the undivided attention of specialized agencies. Rosenberg argued that “digital is just one other, albeit, complex and ever changing channel, and should be viewed in the context of all media channels which can only be done at a general media agency.”
“Media is media,” Rosenberg asserts. So when it comes to general media versus specialized or multicultural agencies, there is an argument for putting everything under one roof, especially because bigger agencies tend to have bigger budgets and consequently, more negotiating power. But that doesn’t mean that multicultural agencies aren’t necessary: “If the staff at a general media agency doesn’t understand the nuances of marketing to these groups (language, age, geography, media usage, acculturation), then they will be doing a disservice” to their clients, Rosenberg clarifies.
Rosenberg summarizes the dilemma: “The challenge with housing multicultural media with creative under one roof is their ability to achieve the necessary clout in the marketplace to negotiate the best media deals. In a world of specialization, the adage is that it is hard to do two things well. There are very few full service agencies, general or multicultural, relative to the current agency landscape.”
Ensuring Authenticity While Adopting to Changing Consumer Landscapes
Hispanic consumers have taken on a new identity as the country’s demographics have shifted. This, coupled with the rapid adoption of technological tools and platforms designed to inform marketing decisions means that everyone is fighting to keep up.
Delloca-Pawlowski believes that all agencies, not just multicultural, are facing a similar challenge: “All agencies must evolve with the changing consumer landscape, because what worked in the past may not continue to work in the future.” In general, she said, “as consumers’ product preferences and media consumption habits evolve, agencies need to embrace these changes and adjust their plans accordingly.”
She also underlined the importance of ensuring “cultural and language authenticity” instead of simply “translating general market creative.” “At the end of the day,” she said, “every agency must demonstrate their value to the client through overall thought leadership, consumer insights on their respective segments, new communication opportunities and pitching better ways to engage with consumers, as well as reporting competitive activity.”
Brand and Agency Collaboration Key to Success
Ultimately, brands and agencies have a shared responsibility to bring out the best in each other while generating impressive ROI. Delloca-Pawlowski highlighted that it is the “client’s responsibility to foster this kind of teamwork and collaboration among its agencies” to ensure that the “best work will surface and the entire team will shine as a result.”
In that respect, Rosenberg argued that specialized agencies have a leg-up here, as they “have the advantage of strategic adherence across both creative and media,” and that “the burden has fallen on media agencies to ensure collaboration between client and all of their agency partners. This is just as important with multicultural shops, and the future multicultural agency could be one where they drive strategy for creative and media but outsource activation,” Rosenberg estimated.
Perhaps Sahagún summarized it best: “Agencies that rest on their laurels will become obsolete – regardless of their particular specialty.”
The topic of this article will be explored in-depth at At #Portada16 Sept. 14-15 in NYC, in the session “Are Multicultural Agencies Necessary?” MODERATOR: Zachary Rosenberg, President, Milner Butcher Media Group PANELISTS: Mebrulin Franciso, Senior Partner, Director of Marketing Analytics at GroupM Alejandro Solorio, Hispanic Marketing Director, Comcast Gloria Constanza, Partner, Chief Contact Strategist, D’Exposito & Partners Alexander Traverzo, Multicultural Marketing Manager & Strategist, Hola Lucia Ballas-Traynor, EVP of Ad Sales, Hemisphere TV Description: Leading practitioners will immerse themselves in the questions below: • Are Hispanic marketing and media buying justified under the total market approach? • Agency models for media and content development • The role of the media agency in the age of programmatic audience buying REGISTERhere at the online promotion price!
David Benitez has led Intelligent Mexican Marketing in connecting leading Mexican brands with American consumers for nine years. He sat down with Portada to reflect on the strategies and decisions behind the company’s success, how the market for Latino products has evolved in the United States, and where he plans to go next.
Founder and CEO of IMM David Benitez has kept a journal documenting his business adventures for years. Sometimes, he says, he re-reads his old entries and finds notes about experiences that he had completely forgotten about. Other times, he realizes that the problems he faced years ago are the same as those he faces today. But one thing is for certain: in IMM’s nine-year history, the company has grown exponentially, and become a leader in connecting American consumers with leading Latino brands.
What is the secret to Benitez and partner Ricardo Villareal’s success? “When you have a purpose as a company, and you know where you want to go and you have the team, it’s quite simple to get there. It’s important to have clarity of what you want to do.”
When he started IMM, consumers were just starting to appreciate and understand the opportunity that they were facing: “The concept of Latino was different from what it is today,” says Benitez. “When you tried to sell something Latino, very few companies were doing that, very few brands.” There were still only a few leading brands in each vertical, but “everyone was trying to address the race to capture the Latino market in the US.” What everyone didn’t necessarily understand was how to do that.
“When you have a purpose as a company, and you know where you want to go and you have the team, it’s quite simple to get there. It’s important to have clarity of what you want to do.”
Educating the Consumer
Benitez’s previous experience in operations and consumer products gave him valuable insight into how to target Latino brands in a way that appealed to American audiences. A huge industry of consumption had emerged in which products, people, and money were sent back and forth between people on each sides of Mexico and the United States. Everyone started fighting for the same piece of the American consumer pie. But “90% of the products coming to the US were in wholesale environments.”
Everyone was using the same channels. Consumers had no advantage in terms of prices and choices. Real brands were not being created – only the middlemen, the wholesalesmen – were capturing the value. And those companies were not seeing results. Benitez has always tried to run IMM differently: “Our purpose…is for everyone to enjoy the best Latino brands.”
Instead of simply delivering Mexican products in a truck, Benitez and his team focus on “
creating experiences for both the customer and the consumer, and telling them about the real potential of Latino products.” He claims that he has found very few companies doing what he has done at IMM because “they don’t create brands.”
“They’re just traders. But if you want to create an experience out of a brand, that’s a whole different approach. That’s why we decided to do it this way, to recreate the brand, and the packaging…we needed control over our own destiny with intelligent marketing, which is the concept behind our company’s name.”
At this point, he has concentrated most of his efforts in Texas, where they have a distribution network of over 7,000 stores. As for the competition? “They think having a delivery truck is all you need,” says Benitez, “but nothing could be so far from the truth.” Unfortunately, he has seen a lot of companies forced to shut down while attempting to reach into the US Hispanic market.
Turning Brands into ‘Heroes’
Benitez is uniquely positioned to connect the Mexican and American markets because he understands what they have in common, and what they don’t. “One of the very interesting things about Mexico is that we don’t have many heroes. The United States creates heroes every day,” says Benitez. We decided to make our brands and products the heroes. We want to give this to the people so that they can feel proud when they see their products selling everywhere.”
Benitez says that he wants to help these brands succeed in the United States with losing their identity. While some minor tweaks are necessary, it’s all about “finding the conversation that the product would like to have with the consumer.” He gives the example of Takis – which is the number one snack in Texas now, beating even leading American brands like Doritos – because he was able to help the brand attract both Hispanic and Americans.
But IMM faces his fair share of challenges. “We have to educate buyers, store managers and suppliers as well, as many of their decisions are based on what their bosses are telling them to do, not what the consumers are willing to buy.” Benitez believes that it is very different to be company-centric as opposed to being customer-centric.
Cutting-Edge Technology to Push Expansion Efforts
He has been diligent about implementing the best in technology at IMM. As 80% of the stores that they service are franchises or independently owned, he has had to develop top-of-the-line technology and analytics for creating promotions, anticipating prices and generally staying on top of their huge network. In 2012, he even visited Apple’s Cupertino office and managed to persuade them to help IMM convert the iPhone into their main distribution and marketing tool. Apple has provided the guidance and team to support the endeavor, and IMM has been operating with this technology for almost four years now.
“Our goal is more brands, more Latino expansion, more coverage. I want to take this globally.” But the more he travels, the more he “feels the weight of the challenge.” First, IMM will focus on expanding within the United States, integrating more products and expanding through bringing more brands from other countries in Latin America.
But Benitez is sure that he already has the right formula, and that now he just needs to execute. And although his company may be bigger and more profitable than your average startup by now, he still guides himself with the same principles that he did as an entrepreneur. “If you share our purpose, you become our partner,” he says.
Portada speaks with some of the key players in multicultural sports marketing to gather insights on their goals and priorities for 2016. Views and forecasts from leaders at Tecate, Amtrak, Elemento, TeamWorks Media, GLR, Fox and AC&M Group.
By Gretchen Gardner
The growing Hispanic market has become increasingly key for American brands’ marketing efforts. But it’s not an easy task to develop a strategy that works for such a diverse, segmented audience. Hispanic Americans hail from such diverse cultures and geographic regions and have different levels of insertion into American culture, making it difficult to group them all into one market.
But one thing is clear: Hispanic-Americans love sports. In fact, a Nielson study indicated that 94% of Hispanics identify themselves as sports fans, while 56% would say they are avid fans. So how are key players in sports marketing making plans for 2016?
In Portada’s conversations with industry executives, there was a consistent mention of the ever-evolving landscape of digital marketing. There is no single platform that commands the attention of the entire Hispanic market, so messages and branding must be distributed among broadcast media, social media, and physical locations like stadiums or arenas.
Futbol and Boxing Dominate
Speaking of stadiums and arenas, two sports have proven to be key: Soccer and boxing.
Gustavo Guerra, Brand Director for Tecate beer at Heineken USA confirms that the brand is focusing strongly on opportunities in these sports, as it wants “to become synonymous with the biggest games and fights focusing on these moments where fans gather to watch their passion points.” The brand worked on increasing engagement around both sports through bringing the fans physically together, bringing Chivas, the most popular football club in Mexico, for a friendly match in the U.S., hosting online forums for the Mayweather Pacquiao fight, for which Tecate was the exclusive beer sponsor, and hosting viewing parties for other big games or fights.
In 2016, Tecate wants to continue to help fans “have familiar and authentic experiences when they’re enjoying their favorite sport.” Tecate plans to build on the fact that it is the #1 beer in Mexico, and assures us that they’ve “just scratched the surface” in this appeal to Hispanics’ biggest passions.
Language is optional, but relevancy is a must!
Marco López, a partner at agency Elemento L2, agrees that
soccer is the key to reaching Hispanic audiences in 2016, as staying “culturally relevant with a compelling story” is key to his agency’s strategy. And what about language? “Language is optional, but relevancy is a must!” Lopez also mentioned the power of insight as an alternative to those who cannot acquire the rights for properties or teams, citing Beats by Dre during the World Cup as an example.
But it’s not all about soccer. Tab Bamford, Business Development
Manager at Teamworks Media, a Chicago based Sports Marketing Agency, suggests that their biggest opportunity for 2016 was non-soccer content. “The market is saturated with really good soccer content already, and there are a lot of other sports that Hispanic fans are excited about and engaging with that marketers and sponsors are neglecting,” Bamford said. And not all sports are created equal, as Bamford highlights that “there are nuances that need to be recognized when talking about different sports, much less with different audiences. Being aware of both the macro audiences and the niches is paramount to succeeding.”
The market is saturated with really good soccer content, and there are a lot of other sports that Hispanic fans are excited about that marketers are neglecting.
What’s more, Hispanic sports fans are not just numerous, but also sophisticated and connected, and demand engaging content about the teams they love says Jose Ortega, Director of Digital Media at Fox.
Ortega emphasizes Fox’s efforts to engage with Hispanic sports fans “in a more user-friendly way,” providing them with “in-depth articles, behind-the-scenes access, programming grids and results for all the leagues and teams across all sports.” Ortega also highlights the importance of expanding the multi-platform presence, re-launching their website to include “more video and mobile experiences for users.”
Luis Gutierrez, Vice President of Sales at GLR Networks, the production and distribution arm of PRISA Radio, also spoke of the importance of engaging with Hispanics, not just exposing them to brands, as they continue to provide “great play-by-play spots analysis” for Chivas, and six other teams in the Mexican Liga through coverage by people like DR.Z and Alex Pazos.
Because Hispanic audiences are so passionate about sports, brands
with little connection to sports must find ways to get in on the action. Crystal Hudson , Principal Officer in Sports & Affinity Marketing at AMTRAK says that in 2016, the brand’s biggest opportunities will be in “partnerships with teams and properties that have specific Hispanic marketing initiatives and programs” like the NY Mets with Los Mets and Washington Wizards with Latin Nights. To Hudson, language does present a challenge, though: “sports sponsorships are expensive, so diversifying messages (i.e. using both Spanish and English across assets) becomes very challenging and cost-prohibitive.”
Jaime Cardenas, CEO of AC&M Group, also notes that merely sponsoring sports teams or events for brand exposure is no longer cost or message-effective, as “the main value of a sports sponsorship comes from engaging with fans to expose them to the sponsor’s message, not only on site at games but also at retail, digital and social channels.”
While the Olympics, Euro Cup and Copa America Centenario provide many opportunities for sports sponsorships in 2016, like Amtrak’s Hudson, Cardenas acknowledges that not all clients can afford sports sponsorships,and the challenge for 2016 will be to “find creative ways to leverage the heightened awareness to a particular sport or event and turn it into an engagement opportunity for our client’s brand.”
The main value of a sports sponsorship comes from engaging with fans to expose them to the sponsor’s message, not only on site at games but also at retail, digital and social channels.
Cardenas also speaks about the difficulties associated with customizing messages to targeted fan segments, because “the challenge has always been that the more you customize the message the more expensive it is to produce, and the more waste in terms of exposure.” Instead of giving up on hyper-targeted messages, Cardenas’s agency will be working on delivering those messages through less expensive options.
AC&M is currently exploring one of those options: youth soccer clubs. The agency has found that in terms of ethnicity, household income, age and gender, these clubs hit the mark, providing that magical combination of “content (sport, athlete, league, team, etc.), language (Spanish vs English), and consumer (Mexican, Colombian, Dominican U.S. born, foreign born, moms, millennials, etc)” that so many agencies covet. And it’s no secret that targeting youth is an effective way to spread a message, as young adults are some of the most connected people around.
A seasoned sports agency CEO, Cardenas is well aware of the challenges that 2016 will bring any brand or agency looking to appeal to the Hispanic market. “When you look at how diverse the Hispanic market is, and the number of options available from sports properties and events, it is easy to understand why sports marketing for Hispanics is more complex than for general market. However, we also know that if you find the right mix the results justify why it is important to use sports to connect with Hispanic consumers.” We couldn’t have said it better ourselves.
What: Advertising and marketing agency Walton Isaacson has appointed Alice Rivera as Vice president, Hispanic Marketing. Why it matters: Rivera takes on the role previously held by Rochelle Newman-Carrasco, who will continue to work with the agency in an advisory position.
Walton Isaacson , an independently held, minority owned, full-service advertising and marketing agency, has bolstered its strong multicultural client offerings with the addition of Alice Rivera as Vice president, Hispanic Marketing.
In her new position, Rivera reports to Walton Isaacson partners and co-founders Aaron Walton and Cory Isaacson.Rivera takes on the role previously held by Rochelle Newman-Carrasco, who has led WI’s charge in Hispanic marketing for the past seven years and will continue to work with the agency in an advisory position as she completes her MFA.
Rivera joins WI from Hispanic marketing agency Accentmarketing, where over the past 12 years she moved up to executive vice president/group director and managing partner. In that time, she led Hispanic marketing efforts for clients including Farmers Insurance, Kaiser Permanente, So Cal Edison and Chevrolet, and expanded her responsibilities to oversee all business in the LA office. Prior to that, Rivera served in account and management supervisor positions at Muse Cordero Chen & Partners and Enlace Communications, two agencies with pioneering roles in multicultural marketing.
“Alice Rivera’s experience helps to fuel her passion for the kind of work that WI stands for across all segments as we recognize the role that diversity — of ideas and of ideators — plays when it comes to innovation,” said WI co-founder Aaron Walton.
Walton noted, “Latinos in the US are a diverse and vibrant community of innovators and influencers, and our clients have seen our Hispanic marketing counsel in areas such as strategy, creative, media, promotions and public relations have a direct impact on results. We look forward to Alice taking a leadership position in this critical and growing area.”
Isaacson added, “Alice’s understanding of multicultural marketing, particularly the Latino segment, twinned with her client experience and knowledge of best practices, will help the agency to continue to innovate in the Hispanic marketing efforts of major brands.”
The case for Hispanic marketing just got (even) bigger. Yesterday’s executive order de facto increases the documented Hispanic population by almost 5 million consumers (95% of the undocumented population is Hispanic). While Obama’s executive order does not offer a permanent solution, it brings certainty and legality to millions of undocumented Hispanics. What are the marketing implications according to major players in the marketing and media space?
The U.S. will get its biggest immigration makeover in three decades in a step that is expected to eventually legalize some 5 million illegal immigrants. Any measure that makes it for the undocumented Hispanic population safer to live in the U.S. will have a positive impact on marketing. “I think the issue is that if the millions of undocumented come forward and instead of the U.S. Hispanic population being 17% of the overall population the percentage jumps closer to 20% we could potentially see an increase in advertising spending which we typically see right after census numbers are issued,” says Enedina Vega-Amaez, Vice President/Publisher of the Meredith Hispanic Ventures Group. Enrique Arbelaez, co-founder and partner of advertising agency XL Alliance, cautions that while “the reported Hispanic population numbers will increase, we have always worked with the assumption that Census numbers are underestimated by at least 10%+,” .
If instead of the U.S. Hispanic population being 17% of the overall population the percentage jumps closer to 20%, we could see an increase in advertising spending which we typically see right after census numbers are issued.
XL Alliance’s Arbelaez notes that the executive order also” brings higher income opportunities. Living under the shadows limits the jobs they seek. Now these jobs and services will be expanded as they won’t fear giving away information. Think all types of Insurance, Financial Services and any other service that require personal information.” As an example of an opportunity Arbelaez cites supermarkets who have “an opportunity to increase loyalty card programs growth, which Hispanics don’t register for due to fear of giving info.” Penni Barton, publisher of Al Dia Texas in Dallas, says that “most of these immigrants are already part of the economy, but having access to better job conditions might translate to an improved economic status, and potentially higher purchasing power. In the short term sectors like the legal counseling will see a constant trickle of customers that need representation to apply for this protected status. In the long term, we suspect that many of these immigrants will formally settle roots in their communities (thanks to the protection measure) and start buying homes, investing in higher education, and starting their own businesses. This is usually the case – legal certainty leads to stability and progress.” “We may see increased mobile/digital usage as this group of 5 million gets access to credit,”adds Lee Vann, CEO and Founder of Digital Ad Agency Captura Group.
Unfortunately marketers tend to stay in the sidelines because immigration reform is a divisive topic. I believe that if your company or industry is reaping the benefits from Latino consumption sales then you should take a stand to show gratitude and gain the loyalty of this desirable consumer.
Increase in Spanish-dominant Share
The addition of almost 5 million documented Hispanics to the population also means that the Spanish-dominant share of the Hispanic population will increase and somewhat counterweight the growth of the English-dominant population. Al Dia Dallas’ Penni Barton notes that “in markets like Texas and other border states the majority of the potential beneficiaries of this measure are Spanish-dominant Hispanics.” “After all, the nature of a Hispanic immigrant is that Spanish is their first language,” says Enrique Arbelaez from XL Alliance . He cautions, however, that the media consumption habits of these Hispanics may not necessarily change because of their new legal status.
Lucia Ballas-Traynor, Co-Founder & EVP, MamásLatinas, suspects that the majority of the undocumented immigrant population is Spanish-dominant. However, she claims that “every Latino has been affected by the inaction around immigration reform. Most Latinos have a friend, family member, neighbor, colleague or employee who is undocumented. Our extended definition of familia means it affects Latinos of all acculturation levels.” Ballas Traynor adds that “until undocumented immigrants receive long term legal status I don’t think their media consumptions habits will dramatically change. If their legal status changes permanently then I think digital media – social, e-commerce and other channels will see a greater degree of participation as they come out from the shadows.” Similarly Captura Group’s Lee Vann notes that “Of course these immigrants will have access to better jobs, loans and be able to travel more freely which will have a positive impact on the economy, if you think about it, the 5 million undocumented immigrants have been integrated into the economy, consuming content, viewing ads and purchasing products.”
Caution: Not permanent
It is important to take into account that Obama’s executive order is temporary in nature and not really a long-term comprehensive plan. Says Al Dia Texas’ Penni Barton: “While it lends a helping hand to some, it is not a comprehensive solution to the general issue of illegal non-authorized immigration.”
Mama’s Latinas Lucia Ballas-Traynor agrees with Barton, “until we have long term and comprehensive immigration reform I don’t think there will be a significant impact on Hispanic marketing. President Obama’s executive action is shielding undocumented Latinos from deportation and providing temporary legal status which will allow Latino families to remain united. However, his plan does not seem to provide a pathway to citizenship and most importantly no entitlement to federal benefits such as health care. I hope his move promotes Congressional action around the issue of immigration reform which has been at a standstill for decades.”
Obama’s Executive Order Under the plan announced last night by Obama, undocumented immigrants who have lived in the United States for five years or more, have children who are citizens or legal residents, formally register, pass a criminal background check, and are willing to pay their “fair share” of taxes will be able to stay in the country without fear of deportation. The rules could impact up to 5 million of the more than 11 million undocumented immigrants believed to be residing in the U.S. The crux of the White House’s plan is to protect undocumented parents of children born in the US from deportation. It would also expand a program created by the administration in 2012 called Deferred Action for Childhood Arrivals, or DACA, which allows young people who were brought into the country as children to apply for deportation deferrals and work permits. The plan would extend eligibility to people who entered the United States as children before January 2010 (the cutoff is currently June 15, 2007). It would also increase the deferral period to three years from two years and eliminate the requirement that applicants be under 31 years old. About 1.2 million young immigrants are currently eligible, and the new plan would expand eligibility to approximately 300,000 more.
It is budgeting season again! How much should be allocated to multicultural and is it a struggle or even relevant? Portada talked to Xavier Turpin, Director of Multicultural Marketing at Dunkin’ Brands Inc on these and other issues facing the multicultural and overall marketing sector.
Portada: You mention that Dunkin’ Donuts has approximately 100 marketers, all of them working on the Total marketing approach. Can you describe what they do a bit more and how they differentiate between themselves? Where are they located?
Xavier Turpin: “Our Total Market Practice empowers each of our marketers to look at the consumer market in its entirety, and consider its diversity and various segments. We have marketers both at our corporate office in Canton, MA and based in field offices across the country. Their responsibilities vary based on their functional area of expertise, including new product development, research, brand marketing, advertising, media, digital, mobile, social media, field marketing, etc.”
Portada: How do you work on having these 100 marketers incorporate the Hispanic and multicultural marketing objectives into their work?
Xavier Turpin: “We have an inclusion strategy at Dunkin’ Donuts. The Hispanic and multicultural marketing objectives at Dunkin’ fall from our core corporate strategy where brand objectives are established, various consumer insights are incorporated, plans and tactics are developed and they are then executed.”
Portada: Now is budgeting season. What challenges do you have to overcome in terms of allocating a reasonable amount of marketing and media budgets to the Hispanic market?
Xavier Turpin: “For us, multicultural marketing is a business imperative that will continue to see investment growth. However, the Quick Service Restaurant (QSR) industry is highly competitive and there are a number of strategies that demand investment to maintain our leadership position. So, the challenge is finding the right investment balance. ROI on multicultural spend helps us with the rationale.”
I never look at multicultural budget development as a mathematical exercise.
Portada: What advice would you try to give other multicultural marketers at other major companies in terms of question 3?
Xavier Turpin: “I never look at multicultural budget development as a mathematical exercise – meaning following standard guidelines of “X” percent of growth across different functional areas. First, we develop a consistent messaging and promotional strategy that makes sense for our multicultural consumers. Secondly, we review the base budget and work one-on-one with each marketing group to develop the best program and determine the right level of support.”
Portada: Many QSR’s have introduced special value menus, to target the value buyer, to some extent particularly the Hispanic guest. Is Dunkin’ Donuts undertaking a similar strategy? If, yes, which and why, if no why? Xavier Turpin: “We feel our value proposition of serving high-quality food and beverages in a fast, friendly environment at an every-day great value resonates with all of our consumers.”
Portada: In terms of Dunkin’ Donuts visits by Hispanics, do they under or over index versus the rest of the population? Xavier Turpin: “We are unable to disclose this information. I can tell you that we are very pleased with our Hispanic marketing so far, and continue to expand those efforts as a percentage of total.”
Portada: What plans do you have for 2015 multicultural marketing and advertising? Xavier Turpin: “We have an exciting plan for next year. Broader culturally relevant communications, great tasting products and fun and engaging promotions.”
The AHAA has released preliminary findings on a new study about the Hispanic community with different marketing approaches to mining growth from Hispanic and multicultural segments. The results are based on 321 online surveys of marketing professionals from client-side, general and multicultural specialized ad agencies, media buying agencies, public relations and consulting firms.
Nine in 10 executives believe the primary purpose of a Total Market Strategy is to balance effectiveness with efficiency. As such, two main models have emerged:
Integration, where Multicultural is integrated into every step of the business process and marketing execution to fully take advantage of growth potential across Hispanic, Multicultural, Millennial & Caucasian. With an integration strategy, marketers approach the market in totality as well as in segments to ensure that nuanced needs & opportunities are effectively addressed across 360 strategies-tactics.
Adaptation, where the same idea is adapted to different audiences using the same budget to reach all the segments. With an adaptation strategy, marketers utilize less targeting to particular ethnic consumers, leveraging broader strategies that will appeal to all in new multicultural marketplace.
Currently, 54 percent of advertisers are implementing some form of Total Market Strategy. Of these, half are applying it company-wide, while the other half is executing at a department level. More than half of marketers surveyed believe TM Strategy will ultimately benefit their company, while 44 percent are concerned about implementation.
Of the 46 percent not employing a Total Market Strategy, 15 percent are planning to implement in 2014. Nearly half are exploring various total market models but are unsure of its implementation in the future, while 36 percent have not thought of utilizing this approach and just 3 percent have decided against pursuing it altogether.
Selective across brands with Advertising
Companies are in various stages of implementing Total Market Strategy with the majority employing this approach for select brands (54 percent). More than a third has applied a Total Market Strategy across all company brands, and 15 percent are testing the concept on one brand. Few companies spread the total market function throughout the company with two out of three relying on brand champions or multicultural centers of excellence.
The bulk of Total Market Strategies are being executed in advertising with 84 percent in ad messaging and 78 and 65 percent across media buying and media planning respectively. Finally, between 43 and 65 percent of marketers also are employing Total Market Strategies across promotional, communication and digital vehicles.
According to the AHAA, 66 percent of the companies surveyed who are utilizing a Total Market Strategy, have reported incremental results in increased market share, efficiency, and revenue growth, among others.
While 27 percent are still testing and measuring, more than half of companies surveyed revealed they are various stages of expanding their total market initiatives.
Marketing strategies are under great scrutiny in response to the explosive growth of multicultural populations. As many companies seek to reconcile and recalibrate efforts toward multiple market segments, questions arise with regards to the potential of defining and addressing a Total Market Strategy.
To finish, the AHAA says that “However, the “Total Market” approach is largely misunderstood and is used as a catchphrase for various marketing strategies. The marketing industry is ripe for a more uniform definition of Total Market Strategy, and there is a tremendous need to continue studying this marketing strategy in order to share guidelines and criteria for proper implementation.”