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What: Portada talked to Vince Torres, Senior VP, Marketing at AT&T, about the company’s new “Giving you More For Your ‘Gotta Get The Best Deal’ Thing” Campaign.
Why it matters: AT&T is offering new deals specifically tailored for the three biggest U.S. cities, which are also the cities with the highest Hispanic populations: New York, Chicago, and Los Angeles.

AT&T’s Vince Torres

Last week, AT&T announced a new campaign with promos specifically designed for consumers in New York, Chicago and Los Angeles, the three cities with highest concentrations of Hispanic population. The “Gotta Get the Best Deal” campaign is about giving costumers “their thing” and “bring them closer to the thing [they] crave the most”, said Vince Torres, Senior VP, Marketing, whom Portada interviewed to find out more.

Portada: What motivates AT&T’s “Gotta Get the Best Deal” Thing campaign? How did the company notice the need to address the three of the biggest Hispanic markets in the U.S.? 

Vince Torres: “Customers. This is about giving you more of what you already want and do. We have a rich history of offering products and services tailored to meet the needs of the Hispanic market, but this segment’s influence in the U.S. culture and community, as well as their buying power, is more apparent now than ever.

We conducted focus groups across some of the nation’s largest cities  —New York City, Chicago and Los Angeles— and tailored these offers based on insights we found. What we learn here will allow us to assess future opportunities to bring integrated benefits to more customers in additional parts of the country.”

Portada: AT&T claims to give its users “their thing”, does the company have anything planned in terms of personalization? How is AT&T ensuring consumers really feel unique in the eyes of the company?

V.T.: “We’re continuously listening to our customers’ feedback and thinking about making each experience personalized and tailored to their “thing.” One way we do this is offering multiple ways and plans customers can choose to connect to rewards programs like AT&T THANKS, where we continue the conversation long after a purchase is made. Through programs like AT&T THANKS, we’re providing tailored offers to local restaurants, exclusive tickets to movies and sporting events, and access to events.”

 

 

We’re continuously listening to out customer’s feedback and thinking about making each experience personalized and tailored to their “thing”.

“On top of that, we are the only carrier with more than 700 bilingual stores. But it is more than just about being bilingual, it’s about meeting our customers where they are and providing what they need right there in store; like explanations of their bills on the spot and friendly staff with whom they can relate.  And then we provide a touch of what customers want, like a mix of soft rock, merengue, bachata and salsa to set off their experience in store. We’ve been doing this since 2005.”

Portada: What’s your strategy for getting consumers more engaged with AT&T and its new offer? How do you plan to measure response? 

V.T.: “On March 1 we kicked off the local offers, but it was also the start of a longer-term effort to engage with customers where they are. Over the next several months you’ll see us out in each of the markets elevating awareness around AT&T and what we offer, both through programs like AT&T THANKS and hands-on helping communities. We’re measuring the success of this effort through direct customer feedback, and of course, sales will play a role.”

 

Portada: Which platforms/media is AT&T betting on to reach Hispanic consumers? 

V.T.: “We’re using a variety of methods to engage with our local communities.  We’re starting by meeting people in their neighborhoods— we have several activations planned for local barbershops and nail salons. We also want to get them to come see us too, with food trucks and special activities at some of our stores throughout the New York, Chicago and Los Angeles areas.”

Portada: Is AT&T primarily focused on reaching Hispanics? How is the target of this new campaign/offer composed? 

V.T.: “Our latest offers are available to everyone in each market, but we are increasingly focused on sparking a conversation with millennials who are largely multicultural.”

Portada: Without pointing to anyone in particular, what would you say are the most important mistakes Telecom firms have made when addressing Hispanic audiences?

V.T.: “Telcos, and frankly many established companies, spend years building out a product to achieve scale, but where success can really be achieved is by going small. We’ve taken a creative approach in these three markets to use our existing products and services and really target them hyper-locally based on what customers in these areas want.”

Success can really be achieved by going small.

“Additionally, we understand that communicating with the Hispanic audience means more than just putting out in-language materials. Even the Hispanic makeup in the three markets we’ve chosen for the limited-time offer differ widely. This is why we listened to their input to inform how we both integrate the services we’re offering and amplify our local presence.”

Portada: In a world that is increasingly interconnected, in which markets grow and become more competitive, how does AT&T plan to stay on top in the future?

V.T.: “We are starting with the three biggest U.S. metropolitan areas. All three cities are filled with diverse populations that all have a lot of buying power. Based on the success of these three offers we can then replicate them for other markets across the country. It’s all about giving our customers more for their thing.”

Portada: What would you say are the key things to know in order to plan a successful go-to-market campaign? 

V.T.: “First you should get to know your audience, how they spend their money and what they’re looking for in the future. Once you know that you can design an offer they’ll use and ultimately rave about to their friends and family. And this becomes a continuous cycle where you’re always listening for feedback and enhancing your offer to keep up with changing needs and demands.”

Baseball may be America’s favorite pastime, but Major League Baseball is full of Latin American flavor, as many of the leagues stars and biggest fans are Latino. We spoke to the L.A. Dodgers‘ Spanish-Language Media Sales Manager Jesse Nuñez to discuss their targeted marketing efforts, and how they incorporate the Dodgers into the way that Latinos identify with Los Angeles.

Let’s start with some context: more than a quarter of Major League Baseball players are Latino, something that probably wouldn’t come as a surprise to most baseball fans. But what many may not know is that reaching and engaging Latino audiences is now a priority for the MLB, as they make up almost half of some teams’ fanbases.

In 2015, the League hired two agencies, Anomaly and Latin Works, for a Hispanic-focused marketing effort that resulted in ‘Aqui,’ a campaign of 30 and 60-second spots running on ESPN. At the time, Jacqueline Parks, the chief marketing officer for Major League Baseball, commented: “Looking at 2015, we wanted to do more to reach out to Latino fans in places we haven’t been. We are buying media and forming media partnerships to engage Latinos more proactively.” viva

Teams like the Dodgers are essential to helping the League succeed in this effort: of 3.9 million fans in attendance at Dodgers games last year, 2.1 million were Latino. So it’s fair to say that the Dodgers have been tackling the task of building long-lasting relationships with Latino audiences for far longer than the League has.

“Looking at 2015, we wanted to do more to reach out to Latino fans in places we haven’t been. We are buying media and forming media partnerships to engage Latinos more proactively.”

The Dodgers seek a balance of targeted marketing campaigns, sponsorship deals and community outreach in their campaigns to build lasting relationships with their current and potential Latino fanbase. In terms of traditional outreach through sponsorships, Nuñez says that targeting Hispanics this way is a priority, but that “everyone in the corporate partnerships team is well-versed in the opportunity that exists with the Dodgers’ Latino fanbase.” But to the Dodgers, the surest way to Latinos’ hearts is through their communities.

Reaching Latinos through Strengthening their Communities

Nuñez speaks more about community outreach than traditional marketing methods when discussing their Latino targeting, and the effort that the organization makes is impressive.

“Dodgers have an extensive community outreach program from within the organization directly through the Community Affairs Department, as well as through its Dodgers Foundation.” According to Nuñez, both of those entities are “extensively” involved with the community at-large, which is significantly Latino.

“These initiatives have been a part of the Dodgers outreach many years before the Commissioner viewed youth outreach as a priority to reach Latinos,” says Nuñez.

The Dodgers Foundation, run by Nichol Whitman, has implemented an impressive array of community projects, including the Dodgers Dreamfields, through which over 37 of the 50 youth baseball fields have been completed with a $5 million investment. The Dodgers RBI Program (Reviving Baseball in Inner Cities) provides youth baseball and softball coaching, education, health resources, uniforms, equipment and grants for 4,000 kids in L.A.

The team also conducts much of its outreach through the Community Affairs department, led by Naomi Rodriguez, which organizes groups like the Kids 4 Dodgers Baseball, presented with Nike to serve low-income youth and their families who have a hard time paying to attend games. These families receive tickets, transportation to and from the stadium, “Dodger Dollars” and a t-shirt. This program helped over 20,000 kids last year alone.

“We want to emphasize all of the magical things that happen in and around the game. We’re trying to capture the idea that Latinos in the U.S. have an opportunity for greatness ‘aqui,’ here, with Major League Baseball.”

Nuñez comments: “The Department also runs and manages the Dodger Alumni and Current Player Programs through which Dodger Greats from past and present serve the community by speaking to youth groups, conducting clinics and visiting hospitals and other care facilities.”

Mi Casa Es Su Casa

The MLB and Dodgers’ focus on Latinos all boils down to making them feel welcomed and at home with baseball. “We want to emphasize all of the magical things that happen in and around the game. We’re trying to capture the idea that Latinos in the U.S. have an opportunity for greatness ‘aqui,’ here, with Major League Baseball,” LatinWorks President & Chief Creative Officer Sergio Alcocer said.

Nuñez highlights that Los Angeles’s Latino community is not only large, but mixed. Some have grown up in Los Angeles, some are more recent transplants. Some have grown up with baseball fever – either in or out of Los Angeles – and some haven’t. The Dodgers wants to embrace them all.

“We are beginning to capture the folks that perhaps didn’t have a strong baseball heritage in their country of origin as they become more acculturated as Latinos in the first, second and third generations,” says Nuñez.

“The affinity to the team is very much a part of the fabric of what it means to be a Latino in Los Angeles, and as families transition from immigrants to residents they become a part of that fabric, and as such, their interest in the Dodgers becomes more and more solidified.”

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