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Nydia Sahagun, Group Manager Brand Marketing – Multicultural at Target, is one of the major winners of our recent #Portada14 Annual Conference. Nominated by and voted for by her peers of thousands of professionals in the Marketing and Media sector, Sahagun won the prestigious Award of “Top Marketer to Hispanic Audiences”. We asked Sahagun on what it takes to be a good marketer particularly as it relates to the multicultural and retail marketing space.

Portada:  What are, in your opinion, the main features a good marketing executive should have?

BANNERS SECCIONES FINALNydia Sahagun, Group Manager, Brand Marketing – Multicultural, Target.: “I think successful marketers are thought leaders who stay abreast of trends in the marketing industry and their respective field. They apply their expertise to quickly respond to the changing landscape while leveraging trends, insights and cultural shifts to inform their vision when others don’t see it. And while they’re relentlessly creative and curious, they’re also business savvy.”

Which are the features of a good multicultural marketer?
N.S.:
“As a multicultural marketer, I believe it’s important to lead through insights and expertise while serving as a teacher and coach. Because success doesn’t happen overnight, it’s also important for leaders in this space to build trust, recognize movement and celebrate the wins.”

As you plan for 2015, what are Target’s main marketing objectives when it comes to the Hispanic market?
N.S.:
“We’re focused on creating a more meaningful conversation with our Hispanic guests to drive engagement and build brand love while also recognizing their impact and influence on the total market. Our objectives will address our need to continue to evolve as the needs of our Hispanic guests evolve by offering an exceptional brand experience, supporting local communities, and providing a relevant in-store and online experience.”

 We understand you spent most of your career in retail marketing, to what extent is retail marketing a discipline in itself distinct from overall marketing?

Nydia Sahagun with Marcos Baer, publisher of Portada
Nydia Sahagun with Marcos Baer, publisher of Portada

N.S.: “The retail industry can be extremely fast paced. Whether you’re in consumer packaged goods, quick service restaurants or retail, it’s critical to keep your consumer at the core of everything you do and stay abreast of industry insights, trends and cultural shifts.”

One of the most notable shifts I’ve seen in the multicultural space in recent years is moving from a translation-based approach to a total market approach.

Since you started your career, what has been the most remarkable change in the marketing/advertising/media sector because of the way it impacts your work?
N.S.: “One of the most notable shifts I’ve seen in the multicultural space in recent years is moving from a translation-based approach to a total market approach. At Target, we recognize that the Hispanic market is complex and has a great influence on the total marketplace. And this notion is infused in everything we do. One example is our “The Adventure Begins Here” campaign, which was set to the lullaby “Clap Your Hands.” It included lyrics in both English and Spanish, and featured real families that helped provide an authentic depiction of the emotions parents feel when they successfully wrap their first diaper or make it through bath time unscathed. In addition, Target also was the first retailer to air a Spanish-language spot during the GRAMMYS.”

 

CHECK OUT: JC Penney’s Lyris Leos: “The best career advice I’ve ever received is Get out of your own way!”

#Portada14 participants had the privilege of attending to a presentation by major retail marketer JC Penney: “How JC Penney markets to the Latina Brand Muse”. Ana Lucia Soto, Media Manager, JC Penney and Lyris Calisto Leos, Brand Marketing Strategy Director at JC Penney explained how JC Penney is restructuring its marketing organization based on its recognition of the Latina consumer as a brand muse who is JC Penney’s main growth driver.

Cesar Sroka, Group Account Director, OMG
Cesar Sroka, Group Account Director, OMG

“The Latina Muse has become a priority perspective for JC Penney”, said Cesar Sroka, Group Account Director, Omnicom Media Group, the agency that buys and plans media for JC Penney. Sroka’s assertion was confirmed by  two major executives in JC Penney’s marketing team:  Ana Lucia Soto, Media Manager, JC Penney and Lyris Calisto Leos, Brand Marketing Strategy Director,  JC Penney.

Leos and Soto highlighted two key features of the Latina Muse. “She is image driven and confident.” Both characteristics play into JC Penney’s fit strategy and messaging towards Hispanic women.

Leos explained that as Brand Strategy Marketing Director she is embedded in JC Penney’s overall marketing organization, which promotes the retailer in the United States, Mexico (border cities to promote traffic into Texas and California retail locations) and  Puerto Rico.

Media Manager Ana Lucia Soto highlighted that as a member of the National Media Team she is in charge of the Total Market Strategy which she approaches with a “multicultural lense”. Soto added  that she oversees JC Penney’s overall TV buys and applies a Hispanic lense to these buys.

Successful Soccer World Cup efforts…

The audience showed interest in the genesis of JC Penney’s widely publicized “Soccer for Girls” campaign during the last World Cup which was specifically targeted towards Women.The JC Penney marketing executives shared the below Campaign Objectives and Results:

…The objectives…

  1. “Relaunch the JCPenney brand in the Hispanic market to drive awareness of the “When it Fits, You Feel it” brand promise”
  2. “Increase consideration and purchase intent (for current as well as new customers) in the Hispanic market”
  3. “Engage with our customers in a meaningful context, and increase fan base by 20%”

…and the results. 

JC Penney's Ana Lucia Soto and Lyris Leos
JC Penney’s Ana Lucia Soto and Lyris Leos

According to Soto and Leos JCPenney’s “Soccer is for girls” campaign outperformed all previous campaigns in terms of brand health metrics, garnering high social media engagement due to its unique message during a typically male-focused advertising timeframe. Based on shares data as well as a pre/post brand tracking data conducted by Hall & Partners, JCPenney’s rebranding campaign has shown significant impact based on the following four objectives.”

1. Purchase, Consideration and Persuasion increased

– During this period, JCP Hispanic customers over-indexed other customer trips and over-indexed in customer spend
– JCP’s Hispanic customers over index as part of their total new customer base.  During campaign weeks, JCPenney also saw a lift over pre-campaign weeks in Hispanic customers that stopped shopping them within the last 12-months.
– YTD Hispanic store sales are outperforming all other stores seeing a YOY sales lift during and after the campaign period.
-Consideration to shop at JCPenney increased
– Persuasion: respondents were very/somewhat interested in shopping at JCP, significantly above the Hispanic norm.

2. The campaign drove awareness

-The overall 2014 FIFA averaged 3.6 million viewers.
-Just over half of low acculturated and bicultural Hispanic consumers saw JC Penney’s “Soccer is for Girls” World Cup campaign.
– Despite the competitive messaging environment, the campaign proved to have strong stand-out power with higher than norm salience ratings and higher than norm respondents having found the ad appealing and engaging.
– 17.1MM total social media impressions

3. The “Fit” strategy was clearly understood and embraced

– Perceptual shifts of proportion, personal style, and color offerings were significant vs. prior to launch

4. Increased number of Facebook fans and engagement using #JCPFanaticas

– 45,000 total engagements
– 188,000 YouTube video views (doubled goal) with average view duration of 91% of total ad
– Surpassed fan acquisition goal by 26%, with 46% (83,000) increase in fans (current total fans is 287K)

Lyris Leos, Brand Marketing Strategy, Director JC PENNEY
Lyris Leos

#Portada14 speaker Lyris Leos’ diverse and fast-paced career has led to many successful traditional, digital, and emerging marketing and advertising strategies across general and multicultural consumers. Portada interviewed Leos who currently is Multicultural Marketing Director at JC Penney.  Leos answers questions about her love for retail marketing, career advice and more…

Leos joined JCPenney in 2007 and currently heads up the Company’s Hispanic Marketing efforts overseeing a comprehensive, multi-disciplinary, total market approach. Lyris is a Newark, NJ native of Cuban and Ecuadorian descent. She lives in Frisco, TX where she enjoys family life with her husband, John, and 3 little girls ages 7, 3 & 1

Portada: What do you love about retail marketing?
Lyris Leos, Brand Marketing Strategy Director at JC Penney: “This business is so much FUN! As a department store, I get to deal with the latest fashion and trends in personal style and homemaking. As a marketer, I get to enact the common principles of the marketing mix – the 4P’s that we learned in b-school: product, price, place and promotion. What I love most about retail marketing is what’s at the heart of that mix – our customer – working everyday to understand the perceptions and thought-processes of consumers shopping our retail channels – both brick and mortar and dot com. At JCPenney, our marketing starts and ends with our customers in mind – specifically how we can organize ourselves around their needs and desires.”

How did you get to be a marketing strategy director for JCPenney? What career steps would you advice people to have a chance to occupy a similar position?

Marketer Interview: JCPL.L.: “Having joined JCPenney in 2007, I worked in a series of positions that, looking back, all led up to and prepared me for my current role. Taking those positions that ‘round out’ your career are very important to establishing your credibility in the organization and setting you up for success as a marketer. The best career advice I’ve ever received – and it keeps coming up over and over again everywhere I turn – Get out of your own way!…in other words, deconstruct the barriers we sometimes tend to put up for ourselves out of nerves or fear.”

In what way is marketing to the Hispanic population particularly challenging and interesting?
L.L.:“My career is rewarding specifically because of what this question asserts. There is no one group of customers living neatly in one “Hispanic” bucket. If there were, my job wouldn’t hold my interest for very long. We are varied and rich in our distinct customs steeped in our rich cultures. Finding those nuances to emotionally connect with our consumer is what keeps this space challenging and interesting – and therefore provides the grandest payoff when successful. At JCPenney, we strive to define and consistently support a culturally relevant narrative that genuinely communicates with this important customer base – our brand muse. What is the basis for this communication? Cultural intelligence – the Holy Grail for marketers going forward as fast as our demographics are changing. Keeping up with our ever-changing and growing consumer and their preferences is a must – regardless of ethnicity.”

There is no one group of customers living neatly in one “Hispanic” bucket. If there were, my job wouldn’t hold my interest for very long.

Do you think a person needs to be Hispanic to be a good marketer towards the Hispanic population?
L.L.:“Definitely not. Building brands with a specific customer segment does not require a marketer to belong to that cultural group; however, I am a firm believer that you must be diligent and willing to invest the time needed to learn about their behaviors, motivations, and values that lead to building brands worthy of our customers’ trust and loyalty. ”

The countdown to #Portada14 has started!  Portada’s Hispanic Music and Entertainment Marketing Forum on Sept. 17 in NYC’s Scholastic Auditorium with Greenhouse and Rooftop Terrace and the 8th Annual Hispanic Advertising and Media Conference on Sept 18 (same venue) are bound to be the best ever!

Portada’s team has worked hard to already confirm a great selection of client side marketers, agency, and media leaders, including:

  • Keisha Andrews-Rangel, Managing Director, nTrigue media
  • Manny Gonzalez, Director Multicultural, Moet Hennessy
  • Lyris Leos, Brand Marketing Strategy Director, JC Penney
  • Oscar Madrid , Director Multicultural Marketing, Verizon
  • Ana Lucia Soto, Media Manager, JC Penney
  • Isabella Sanchez,‎VP, Media Integration, Zubi Advertising Services
  • Cesar Sroka, Group Account Director, Omnicom Media Group
  • Daniel Villarroel, Director Multiethnic Marketing, Maybelline New York and Garnier

More pathbreaking speakers to be revealed soon!

Plus look out for major announcements on Latin Music and Entertainment stars!

Some themes we will be exploring as the program is being shaped:

8th Annual Hispanic Advertising and Media Conference• Social Media: Best Practices from a major player: Use of language, social habits vs. general market.

• The unending quest: New approaches on how national brands reach out to local audiences

• Brand New Research: What appeals to different generations of Hispanics (Boomers, Gen-Xers, Millennials)|

• The Hispanic Digital Video Explosion

• English dominant and Spanish dominant: Language preference in advertising/ media by age/ region

• Hispanic print media, Where it works and where it doesn’t

• Programmatic Buying and Hispanic media: Much more than a buzzword

Hispanic Music and Entertainment Marketing Forum• Latin Music Genres, what works where and why

• Celebrity endorsement models

• The crucial role of mobile media in Hispanic Music consumption

• Music Streaming Services: Hispanic Music Subscription and Advertising revenue models

• Viva la Musica: How Social Media amplifies and shapes music and entertainment messages

• Our popular Speed Networking Function!

 

Register today to profit from the  early bird rate!

 

Already Confirmed Sponsors for #Portada14 are:

8th Annual Hispanic Music and Entertainment Marketing Conference:

Gold Sponsors:
YuMe
GFK

Bronze Sponsor
Mocospace

Hispanic Music and Entertainment Marketing Forum:
Spotlight Sponsor
Batanga

For sponsorship opportunities, please reach out to Kelley Eberhardt at Kelley@portada-online.com

The countdown to #Portada14 has started!  Portada’s Hispanic Music and Entertainment Marketing Forum on Sept. 17 in NYC’s Scholastic Auditorium with Greenhouse and Rooftop Terrace and the 8th Annual Hispanic Advertising and Media Conference on Sept 18 (same venue) are bound to be the best ever!

Portada’s team has worked hard to already confirm a great selection of client side marketers, agency, and media leaders, including:

  • Keisha Andrews-Rangel, Managing Director, nTrigue media
  • Manny Gonzalez, Director Multicultural, Moet Hennessy
  • Lyris Leos, Brand Marketing Strategy Director, JC Penney
  • Oscar Madrid , Director Multicultural Marketing, Verizon
  • Ana Lucia Soto, Media Manager, JC Penney
  • Isabella Sanchez,‎VP, Media Integration, Zubi Advertising Services
  • Cesar Sroka, Group Account Director, Omnicom Media Group
  • Daniel Villarroel, Director Multiethnic Marketing, Maybelline New York and Garnier

More pathbreaking speakers to be revealed soon!

Plus look out for major announcements on Latin Music and Entertainment stars!

Some themes we will be exploring as the program is being shaped:

8th Annual Hispanic Advertising and Media Conference• Social Media: Best Practices from a major player: Use of language, social habits vs. general market.

• The unending quest: New approaches on how national brands reach out to local audiences

• Brand New Research: What appeals to different generations of Hispanics (Boomers, Gen-Xers, Millennials)|

• The Hispanic Digital Video Explosion

• English dominant and Spanish dominant: Language preference in advertising/ media by age/ region

• Hispanic print media, Where it works and where it doesn’t

• Programmatic Buying and Hispanic media: Much more than a buzzword

Hispanic Music and Entertainment Marketing Forum• Latin Music Genres, what works where and why

• Celebrity endorsement models

• The crucial role of mobile media in Hispanic Music consumption

• Music Streaming Services: Hispanic Music Subscription and Advertising revenue models

• Viva la Musica: How Social Media amplifies and shapes music and entertainment messages

• Our popular Speed Networking Function!

 

Register today to profit from the  early bird rate!

 

Already Confirmed Sponsors for #Portada14 are:

8th Annual Hispanic Music and Entertainment Marketing Conference:

Gold Sponsors:
YuMe
GFK

Bronze Sponsor
Mocospace

Hispanic Music and Entertainment Marketing Forum:
Spotlight Sponsor
Batanga

For sponsorship opportunities, please reach out to Kelley Eberhardt at Kelley@portada-online.com

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