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Kymber Umana

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What: Since the first launch in June 2017, Sprint reminds Verizon customers that they’ll get a whole unlimited year for switching.
Why it matters: Telcos are among the largest marketing categories, particularly when it comes to reaching Hispanic consumers.  Both Verizon and Sprint target Spanish-dominant Hispanics and bilingual Millennials.

 

“Keep your Verizon phone and save $900 in the first year,” Sprint’s website proclaims. “Stop feeling ripped off by Verizon.” This promotion, available to anyone who brings an eligible phone and switches to Sprint, has been available since last year. At the time, it was deemed “the most aggressive promotion in the history of the U.S. wireless industry”.

 

Back in June 2017, the promotion had a positive effect on Sprint’s quarterly results. Though a similar outcome can be expected from this revival, the promotion coincides with Sprint removing two of its pricing offers, which will result in a bigger monthly bill for some Sprint customers.

 

The offer is available for both individuals and families, and while it doesn’t include international calls, it includes data and text messaging outside the U.S. Users only have to bring their phone and buy a new SIM card. If they sign up for the promotion, they’ll begin paying monthly fees (starting at US$60) after the free year has been completed, on 1/31/19.

 

Interestingly, both Verizon and Sprint have targeted Hispanic consumers from up close. Exactly two years ago, Sprint’s Hispanic marketing manager Kymber Umaña spoke to Portada about the firm’s multicultural marketing strategy. Sprint understands that for Hispanics, a mobile phone is their gateway to the content they desire but also a necessary means for staying connected to friends and family,” she said. “A majority of our Sprint stores have bilingual staff and offer Spanish-language materials to meet the needs of the diverse Hispanic segment.”

 

The marketing war against Verizon has to do at least to a certain extent with getting the Hispanic consumer’s attention. Last year, only two months after the first launch of the unlimited year promotion, Verizon used the 2017 MTV Video Music Awards ceremony to show an ad targeting US Hispanics. The ad, titled ‘Date Interrupted’ and featuring Mexican actor Luis Gerardo Méndez, showed a Hispanic couple about to interrupt their dinner at a restaurant to go check on their baby at home. Since the Verizon representative on site doesn’t speak Spanish, it is up to Méndez to introduce Verizon’s unlimited data plans to the couple (and save their date). When we asked Verizon EVP and CMO Diego Scotti about the ad, he explained to Portada that it was “a nod to the bi-cultural Latino audience. We are telling them: We get you. We understand you.” It seems this war will be difficult to win. On the one hand, bicultural users like to feel understood; on the other, what can beat a free year of communication with loved ones? If Verizon has the answer, we’ll surely find out soon.

Update: A Sprint representative has contacted us to clarify that the promotion has been available since June 2017; the firm has neither relaunched it nor revived it, though it is a limited-time-only offer. 

 

 

 

 

 

 

We are thrilled to present Portada Sports Marketing Board, which will feature 12 brand marketing and agency luminaries. This announcement underscores our new commitment to serving the vibrant sports and soccer marketing sectors.As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.

Portada Sports Marketing Board Members

    • John Alvarado, VP Brand Marketing, Crown Imports
    • Analia Benedetti, Director of Shopper Marketing and Multicultural, Kellogg
    • Ed Carias, Sr. Brand Manager el Jimador Tequila – North American Region, Brown-Forman
    • Ramiro Crespo, Multicultural Channel Strategy, Sprint
    • Jeff Garrant, Senior Partner, Director Sports & Entertainment Marketing, Maxus
    • Jorge Inda Meza, Marketing Director Region West, Anheuser Busch
    • Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
    • Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
    • Felix Palau, VP Tecate, Heineken
    • Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
    • Ivonne Kinser, AFM ‎Director Digital Strategy & Innovation, Avocados From Mexico
    • Kymber Umana, ‎Hispanic Marketing Manager, Sprint

Meet the Board

Subscribe to Portada daily Sports Marketing Updates!

Creating a space to learn from each other

As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.
“Sports offer the opportunity to establish a meaningful, authentic connection with our consumers and create (and deliver) great content, and successful shopper programs. I personally love Portada’s initiative: by putting this board together, Portada is creating a great space for us to learn from each other, share best practices and bounce ideas,” says Analia Benedetti, Director of Shopper Marketing and Multicultural.

Daniel Keats, the Director of Sports and Sponsorships for consumer marketing at Allstate Insurance, notes that “sports are a major passion point impacting consumers across all segments,” and that t is important to have a specific focus on unique content, programming, and market intelligence when engaging consumers through this powerful medium.”
“It is a real privilege to have the backing of this outstanding group of brand marketing and agency executives. This sports marketing board will be essential to our efforts to produce high-quality events and provide value for our partners and sponsors,” says Marcos Baer, the publisher of Portada. “Due to their rapidly growing popularity among overall U.S. and multicultural audiences, we are substantially increasing our coverage of soccer and sports marketing,” Baer adds.

Portada Sports Marketing Programming

March 22: Launch of Portada’s Sports Marketing site in Beta
April-May 2017: The 2018 Soccer World Cup Golazo Marketing Pitch Contest
June 7, 2017: The Portada Sports Marketing Platform Launch Party and Webinar at the PortadaLat conference, Miami
September 13,2017: The Portada Sports Marketing Forum, NYC, part of Portada17 (September 13-14)

For information on sponsorship opportunities and other creative ways to align your brand with Portada’s Sports Marketing Platform, please reach out to Sales/Marketing Director Kelley Eberhardt at kelley@portada-online.com

In 2014 U.S. $50.9 billion were spent during the 4-day Black Friday weekend by 33 million U.S. consumers. Black Friday, Cyber Monday is the start to Holiday Shopping which in some retail sectors (e.g. jewelry, see table below) can amount to more than a third of annual sales. Portada interviewed top executives behind retailers including Sprint, Target and Dick’s Sporting Goods and asked them about their plans for the Holiday Sales starting this Friday.

“We are extremely excited about our Black Friday offers which we think will resonate very well with our Hispanic audience,” says 1792007_cf2d6513a0_oKymber Umana, Hispanic Marketing Manager at Sprint (and Portada Editorial Board member). Umana adds that the Sprint postpaid audience includes everyone shopping for great Black Friday deals. We have planned holiday campaigns for several of our clients in our portfolio, including Target and Dick’s Sporting Goods says Daisy Terrazas-Cole, Planning and Multicultural Marketing Specialist at Haworth Marketing + Media. She notes that, in general, the primary target of the marketing campaigns for her clients “tends to skew toward a multicultural millennials and millennial family audiences.”

The Weight of Holiday Shopping 

Retail Segment% of total annual sales that occur in December
Jewelry Stores23.8 *
Chain Department 15.3
Discount Department 13.6
Apparel and Accessory Stores13.6
Electronics Sores13.4
Sporting Goods and Bicycle Shops13.5  

Source: National Retail Institute,2014. * November sales rate for Jewelry was 9.2%

What is Changing Versus Last Year?

How do big box retailers approach the Hispanic population changing compared to last year’s Holiday Season? Is the increased significance of content marketing and social media/advertising being reflected in new marketing approachues? According to Sprint’s Umana, “Digital marketing has not dramatically shifted our efforts because we have actively been engaging with our customers on and offline throughout the years. I would say that digital is becoming an increasingly important part of the Black Friday weekend deals and not exclusive to Cyber Monday. Also, there has been a big shift to brands introducing their Black Friday offers much earlier into the marketplace and via various channels (TV, radio, digital) vs. just on Thanksgiving via the newspaper. We also recognize and tap into the shift of the consumer being more mobile than ever before with new devices and ability to get answers within seconds by searches.”

I would say that digital is becoming an increasingly important part of the Black Friday weekend deals and not exclusive to cyber Monday.
Daisy Terrazas-Cole - Haworth
Daisy Terrazas-Cole, Planning and Multicultural Marketing Specialist at Haworth Marketing + Media.

To Haworth Media’s Terrazas, “Digital marketing in general is deviating from direct to site placement to a more efficient balance between content and facilitating the shopping experience to ultimately fulfill a purchase. We see a similar trend with the Hispanic audience and do what we can to be relevant to them in all digital environments.” Terrazas emphasizes that technically consumers are always online (there is truly no offline) based on consumers’ desire to constantly be connected in particular via mobile, “therefore our approach is to continue to be present and relevant where the consumer is.”

Several research firms recently issues reports claiming 0that up to 50% of all retail transactions from Black Friday to Cyber Monday will be made from mobile phones and tablets this years.

Offline and Social

Sprint’s Kymber Umana understands that each touch point is part of an integrated campaign: both online and offline. “We create holistic, integrated campaigns which include all consumer touch points and mediums to reach the consumer multiple times throughout the day. “Social is a natural part of our strategic focus and holistic consumer engagement plan. We ensure that our customers are up-to-date with our latest Black Friday/Cyber Monday deals through our various social media platforms during the holidays.”

For Terrazas’ clients, “social continues to be a prominent touch point for reaching the Hispanic audience efficiently and directly. Social will engage consumers with a spectrum of relevant messages from entertainment to deals. Ultimately, the general objective for both is to drive sales across all areas, digital as well as bricks and mortar.”

Immediate Feedback

kymber
Kymber Umana, Hispanic Marketing Manager at Sprint

The increase use of consumers of digital touch points can help fine tune marketing processes with trial and error: Says Umana: “During Black Friday/Cyber Monday, we will have more immediate feedback on our marketing’s performance, due to the digital nature of it.”

Xavier Turpin,  Multicultural Marketing Director, at  Dunkin’ Brands and Kymber Umaña, Hispanic Marketing Manager at Sprint, are joining Portada’s Editorial Board. Both will be present at #Portada15 on September 16 and 17 in New York City.

Xavier Turpin,  Multicultural Marketing Director, at  Dunkin’ Brands and Kymber Umaña, Hispanic Marketing Manager at Sprint (photo) are two great additions to our Editorial Board, also comprised of:

  • Gonzalo del Fa, President of Group M, Multicultural
  • Martha Kruse, Senior Director of Multicultural Marketing, Rooms to Go
  • Maria Cristina Ríos, Director, Multicultural Marketing Media Strategy, Macy’s
XAVIER TURPIN Director of Multicultural Marketing Dunkin' Brands Inc-1
Xavier Tupin

“I’m honored and pleased to be joining Portada’s Editorial Board. Portada has the reputation of having its finger on the pulse of the US Hispanic and Latin American marketing and media industries, and I’m thrilled to be part of this impactful community,” says Xavier Turpin, Multicultural Marketing Director at Dunkin’ Brands, who is joining the Editorial Board. “ I’m greatly looking forward to working with publisher Marcos Baer, his team and the rest of the Editorial Board, to work toward Portada’s mission to help professionals in Business and Media understand and reach Hispanic consumers,” Turpin adds.

Portada is an essential informational tool for any marketer who wants to succeed in Multicultural America.

Fellow Editorial Board member Gonzalo del Fa says that “Portada is at the forefront of news and insights on Hispanic marketing and media. Portada websites, magazine and events are an essential informational tool for any marketer who wants to succeed in Multicultural America.”

Join us at PORTADA Mexico!

There is no better way to start the year than to interview a major brand marketer targeting the Hispanic population like Sprint’s Hispanic Marketing Manager Kymber Umaña.  Umaña focuses on marketing strategy for Sprint’s national and targeted Hispanic campaigns as well as public relations.  Kymber is based at Overland Park, Kansas, at Sprint’s World Headquarters and has been with the company since 1994. In 2013, Sprint spent $1.56 billion in U.S. advertising, according to Kantar Media. The company recently announced that it selected Deutsch LA as its new Agency of Record.

Portada: We hear that Sprint is hiring a substantial amount of bilingual Sales People. How did you determine that this was needed and how is Sprint’s Marketing and Advertising aligned with this increase in bilingual staff?
Kymber Umaña, Hispanic Marketing Manager, Sprint: “Sprint understands that for Hispanics, a mobile phone is their gateway to the content they desire but also a necessary means for staying connected to friends and family. In fact, Hispanics are much more likely to live in a mobile only household 53% vs 35% for non-Hispanic whites and about 49% will change their mobile phones within the next six months. A majority of our Sprint stores have bilingual staff and offer Spanish-language materials to meet the needs of the diverse Hispanic segment. Offering the best customer service experience to our Hispanic clients does not only make good business sense but also is part of our overall marketing and advertising strategy.”

How does the fact that your new CEO Marcelo Claure is “Hispanic” influence Sprint’s Marketing?

K.U.: “Supporting the Hispanic consumer with relevant product, messaging and engagement efforts has always been an area of importance for Sprint. Being that Marcelo is of Bolivian descent, of course, his ability to bring personal insights and experience to the needs of our Hispanic customers is invaluable. You will be seeing some of his bigger plans come to fruition in the next several months. Sprint remains committed to offering all of our consumers more mobile for their money.”

K.U.: Do you think mobile marketing makes sense for a company like Sprint, or are you targeting the consumers who do not yet have a mobile phone?
“Sprint has an aggressive mobile advertising initiative in place through Pinsight that focuses on using the Sprint customer base on behalf of other advertisers. We also have mobile marketing specific to Hispanics. Any normal digital advertising you might see on a PC (i.e. search, Facebook ads, third party banner ads, etc. we make sure is also mobile-optimized especially because Hispanics are much more likely to be “mobile first”(go online primarily from their mobile phone). Hispanics spend the most time on mobile compared to other segments…7 hours more a month than non-Hispanic whites. And 60% of Hispanics vs. 27% of non-Hispanic whites go online primarily via their mobile phone. Also, we have specific mobile oriented ad campaigns such as with Pandora (our Raíces Profundos with Enrique Iglesias) and on occasion do in –app advertising) On behalf of our portfolio of brands (Sprint, Boost Mobile, Virgin Mobile, and Assurance Wireless), we explore all appropriate platforms to share information about our value.

Sprint has an aggressive mobile advertising initiative in place through Pinsight that focuses on using the Sprint customer base on behalf of other advertisers.

In the general market, Sprint spends approximately 60% of total Ad spend in TV? Is this ratio higher, same or lower for the Hispanic market and why?
K.U.:”We do not publicly disclose advertising strategies or details. You can be sure that Sprint is focused on engaging consumers where they live, work and play, and within the media outlets they watch, read and listen to.”

sprintWhat role does Content Marketing play in Sprint’s Hispanic marketing efforts?
K.U.:“All consumers love a great story. We are working at identifying more opportunities to help bring our brand values and brand story to life via more content creation, including an ongoing sponsorship with Terra for the Terra Live Music concert series with top Latino artists as well as a partnership with Pandora such as our previous Raíces Profundas campaign featuring Enrique Iglesias. You’ve seen the recent “Yo Soy Marcelo” ad featuring Marcelo talking directly to his fellow Hispanic-Americans. There’s definitely more to come. Stay tuned….”

All consumers love a great story. We are working at identifying more opportunities to help bring our brand values and brand story to life via more content creation.

Would you say that Sprint is using a Total Market approach, or does that not really define how Sprint markets to the general population and multicultural audiences?
“We have a combination approach that includes both total market and segment outreach, using each as appropriate. All consumers want a simplified message with information unique to their preferences and needs. Multicultural communities are the fastest growing consumer base in the country and naturally merit dedicated outreach to ensure for complete message penetration. Sprint has long been focused on segment marketing to help deepen our brand connection with this important community.”