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What: Members of Portada’s Agency Star Committee discuss how multicultural marketing can make “total market” campaigns more effective. In spite of the increasing awareness of the opportunities offered by multicultural marketing, brands could understand better how it connects to more universal audiences.
Why it matters: José Bello (Total Market, Senior Director, Hearts & Science), Dana Bonkowski (SVP, Multicultural Lead, Starcom), Darcy Bowe (SVP, Media Director, Starcom USA), Cynthia Dickson, David Queamante (SVP, Client Business Partner, UM Worldwide), and Jessica Román (VP, Media Director, Publicis Media) are agency executives with decades of experience in marketing and advertising. Their insights shed valuable light on how to approach multicultural marketing in complicated times as these.

multicultural marketing embraces diversity
Image by Rawpixel.com

Multicultural Marketing: A Growing Audience

As diversity keeps increasing, brands realize that establishing real connections with multicultural consumers is no longer an option, but a must. The numbers are clear: in the U.S., minority buying power is growing more quickly than the white consumer market. By 2060, the white population in America will constitute 44% of the total population, while 29% will be Hispanics, according to the U.S. Census Bureau.

Thus, businesses are more aware than before of the importance of tapping into this segment. Although they have more access to data and tools than ever, they still need much more information about best marketing practices for multicultural audiences.

Luckily for brands, agencies can help them understand what to do and avoid to leverage this opportunity. Therefore, Portada invited members of the Agency Star Committee to talk about how multicultural insights can make general market campaigns more effective. Around the table were José Bello (Total Market, Senior Director,Hearts & Science), Dana Bonkowski (SVP, Multicultural Lead, Starcom), Darcy Bowe (SVP, Media Director, Starcom USA), Cynthia Dickson, David Queamante (SVP, Client Business Partner, UM Worldwide), and Jessica Román (VP, Media Director, Publicis Media).

 

For an opportunity to attend thought-provoking sessions and discuss multicultural marketing with these and many more top-notch executives, join us at Portada New York 2019, on September 12 at the Hotel Westin, Times Square. To register, click here.

 

1. How to Start Doing Multicultural Marketing?

First, you have to integrate multicultural marketing into your business. Don’t ask whether there’s an opportunity there, understand what that opportunity is. Starcom’s Dana Bonkowski says: “The business-building power of multicultural America is the strongest it’s ever been. But right now it’s also the hardest time, even with the technologies and tools available. How can we keep our consumers’ attention? How can we keep up with new platforms and devices? And, most importantly, how can we establish an emotional connection with a population that’s more diverse each day?”

multicultural marketing expert Dana Bonkowski
Starcom’s Dana Bonkowski

According to Dana Bonkowski, multicultural should be included from the very first brief. “If the client doesn’t talk about it, make them. Always keep in mind that “multicultural is a group of people. It’s not a tactic or a box; it’s a group of individuals that could possibly solve whatever business challenge you might be faced with.” This is precisely what needs to be done as agencies face the task of making clients understand this chance to grow.

Education (and Introspection)

Multicultural Marketing expert Jessica Roman
Publicis Media’s Jessica Román

“Given the evolving landscape, we may need to take a step back and help clients identify the business opportunity that the multicultural segment represents for them,” explains Publicis Media’s Jessica Román. “For some clients, it means a re-education of this segment. And a reminder of the amazing buying power that it represents, among other things”.

Cynthia Dickson

For Cynthia Dickson, this “re-education” is about remembering when agencies were expected to do everything and the industry wasn’t so specialized in niches. “Something that we did at a full-service agency was focus groups. We really took the time to understand the consumer base,” says Dickinson. “If you don’t take the time nowadays, you don’t really understand what is driving your business“. Furthermore, she suggests heavy introspection work: look into yourself before you look into multicultural marketing. “Start first with your product and your company. Really do the research there. Start at the basics, that’s really going to help your partners understand your business and drive it forward.” 

2. Finding a Strategy Through Data

Hearts & Science’s José Bello

As Hearts & Science’s José Bello explains, some clients still want to test if multicultural would help their brand grow. “That’s not what we should be testing, we already know for sure. All the numbers show that most businesses will grow and be impacted,” he states. However, it’s not that easy to make brands understand where the testing efforts need to go. “We should be testing for the best tactics and the best creatives for specific targets“.

We’re pretty lucky to have quite a bit of data. Then we actually crunch it and tell the story, which is the biggest challenge.

UM’s David Queamante

The next step is crunching the data, but the question is how much data is enough to start. As the wheels of retail move more quickly, getting data is not nearly as difficult as what happens next. “Processing and boiling quite a bit of data down to useful insights can actually be the biggest challenge,” according to UM Worldwide’s David Queamante. “Sometimes you have to start with tactic tests and then refine your strategy as more data comes in”. 

But oftentimes, explains multicultural marketing expert Starcom USA’s Darcy Bowe, you just have to start talking to that audience. “We may not have time to do qualitative research to get deep insights,” she says. “But just by using quantitative research we can tell businesses, ‘Hey, you’re not even talking to some people’”.

3. Multicultural Marketing or Total Market: Segmentation vs. Inclusion

To what extent should brands segment their target? Is there a balance between “total market” and multicultural initiatives? In 2014, AHAA defined the concept of total market as: “A marketing approach which integrates segments to enhance value and growth effectiveness.” Using a universal dominant strategy might’ve been a good idea a few years ago but it simply does not work anymore.

Image by Jcomp

For José Bello, not segmenting is one of worst things that have happened to marketing in the last few years: “I think we all understand the total market philosophy. Unfortunately, it got lost in translation among non-multicultural agency teams and clients, and it hurt us all. Things would be more clear if we went back to multicultural; back to U.S. Hispanics, African-American, etc, instead of the total market bucket,” he reflects.

But perhaps it’s not that the “total market” concept doesn’t work, it’s that we pushed it too far. As Jessica Román asserts, “I don’t believe the ‘total market’ concept will go away. However, the pendulum may have swung too far, and we need to bring it back in order to find that balance. There are times when you have to pause, analyze, and tweak what’s before you. In some cases, you even may have to take a step back, before you can move forward with a truly successful total market approach.”

Trust Your Agency

Segmentation might sound complicated for clients, but agencies know it’s just a matter of understanding your position and addressing consumers as humans. To highlight their nuances, not to segregate their differences. However, agencies are often required to offer more “blatant” displays of divisive targeting, or to generalize campaigns so that one fits all. This puts a strain on the efforts to address specific audiences without singling them out. “Sometimes it’s easy [for clients] to find mistakes that are not grave enough just to make agencies feel they’re not doing a good job,” commented Dana Bonkowski. “But we have tons of research are at our disposal for clients to see. So the sooner we can use data to find the right segmentation strategy and set them off for success, the better.

 If you’re going to focus on the white half of the population, you’re going to miss the mark, period. If you’re not incorporating a multicultural media mix, you’re trying to move the needle but you’re only pushing on half of the audience.

So, trust that your agency knows how much segmentation you actually have to do. As Cynthia Dixon says, “If you don’t understand the basic platform of your product and the marketing position of your brand, it’s really hard for your partners to help you succeed. That’s really what’s gonna help us put your dollar in front of the person that’s gonna purchase your product.”

4. Collaboration Breeds Creativity

Multicultural marketing requires multiple creativity. We should be testing the best creatives, but what’s the best way to produce good creative, to begin with? The answer is a multicultural environment in every brief and every meeting. “Not having multicultural voices and eyes at the table is a miss,” asserts José Bello. “That’s what all clients need to do: never start a meeting without your multicultural eyes present. It’s the client’s prerogative to ask, ‘Where is the multicultural team? Where is my multicultural media person and my multicultural creative person?’ If there isn’t one, don’t start the meeting. Wait for them or postpone until they can be there, because that meeting would yield incomplete results.

Starcom USA’s Darcy Bowe

Once you have a skilled and diverse team, use it to really create a connection with your identified target. “We should be talking to audiences individually because they value our brand and we need to communicate which values the brand can offer them,” says Darcy Bowe. “If we don’t expand our creative capabilities and have more than one message to talk to more than one audience, we’re just trying to shove our message down everyone’s throats because we identify them as a potential customer, but we’re not really talking to them.”

The more individuals we can get comfortable talking about multicultural, the better chance we have to succeed. 

Working Together Towards Inclusion

Ultimately, a team must always be willing to cooperate to reach a common goal. “This collaborative process of wanting to move this marketplace forward should always be at the forefront,” declared Jessica Román. “It shouldn’t be ‘us against them’, we should all be ready to embark on this process together.”

multicultural marketing campaign "toma leche"
Agency Star Committee Members granted Gallegos United the 2018 Portada Award to the Top Multicultural Campaign Driven by Multicultural Insights. By using a strong Hispanic insight, their Toma Leche/El Chavo campaign in California generated total market success.

In short, multicultural insights are essential for success. “The buyer out there is multicultural, there’s no way around it,” declares David Queamante. “If you’re going to focus on the non-ethnic half of the population, you’re going to miss the mark, period. If you’re not incorporating a multicultural media mix, you’re trying to move the needle but you’re only pushing on half of the audience.” 

The main takeaway from the panel are these three concepts: self-evaluation, inclusion, and collaboration. Willingness to go back a few steps in order to go forward. A commitment to creating real connections with real people, the groups of individuals that constitute our market and our society. “This isn’t a secret,” shared Dana Bonkowski. “The one thing we have in common is that we’re nimble. We’re here to serve our clients. There are different paths to success. The key thing is that the more individuals are comfortable talking about multicultural, the better chance we have to succeed.”

Mark Sanchez joins ESPN for the college football season. Here you’ll find a weekly summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop-shop.

NFL

Former Southern California quarterback Mark Sanchez joins ESPN in a multi-year deal in an analyst role as an analyst. Sanchez will be in the studio each college football Saturday for ABC. The former player will also contribute to other ESPN shows, including College Football Live and Get Up! during the season.

NFLTony Gonzalez is joining the FOX NFL Thursday pregame show for the upcoming season. Debuting on Sept. 26, the collaboration will start with the revamped TNF pregame show. Michael Strahan, Terry Bradshaw, and Howie Long will be joining Gonzalez.

NBA

NBA team the Golden State Warriors signed a ten-year, omnichannel retail partnership with Fanatics. The global sports merchandiser company will become the exclusive online and on-site operator of all ‘Warriors Shop’ outlets throughout the San Francisco Bay Area. This includes the Warriors’ flagship store based at the recently developed Thrive City shopping complex, located near the Chase Center.

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Wrestling

IMPACT Wrestling renewed and expanded its partnership with Twitch. This includes the weekly premiere of the flagship two-hour show IMPACT! and more exclusive content. In exchange, IMPACT Wrestling will facilitate co-streaming of the weekly flagship show and will be announcing details of a contest featuring co-streamers in the near future.

What: We talked to Solange Curutchet, General Manager at Pulpo, about her career in content and media, the importance of content monetization, and her predictions for the future.
Why it matters: Content is becoming more and more important each day. As Curutchet explains, there should be an integrated understanding of how marketing, sales, and content are intertwined in digital in order to have an effective monetization strategy.

 

Solange Curutchet Discusses Content Monetization
Pulpo’s General Manager Solange Curutchet

Solange Curutchet forged her career learning about content monetization when digital was just starting to acquire the relevance it has today. Before becoming Pulpo’s General Manager, she cleared/ a rough path to realize how profoundly intertwined web content is with sales and marketing. Simply put, everything is connected in digital. If you see an ad somewhere, you can be sure there’s a whole machinery of reasons why it’s there.

We sat down with Curutchet to discuss the evolution of content, reaching multicultural audiences, and effective content monetization.

 

 

From Traditional to Digital Media

Content marketing isn’t only about selling ads. In 1999, when she joined Univision Interactive Media, Curutchet learned that all the bricks of the house need to be well-structured. “In these early publisher-advertiser days, we really started from zero,” shared Curutchet. “Nobody knew what creating content for digital entailed. We learned together. There wasn’t a playbook that neatly laid out these rules.” It was a process, but she learned that she needed to package content according to each advertiser’s needs without “compromising its integrity“.

“We had to offer content in a way that the advertisers could showcase their brands while not diluting an online presence”, says Curutchet. The trick was finding suitable matches for both parties, not forcing either to fit with the other. Content and ads needed to be symbiotic. “In traditional media, you had a page marked with an X where the ad would go and that’s it. Now in digital, you really need to evaluate the brand and what it’s communicating to see where it fits,” she explained. “These principles of co-existing content and advertisements are still valid today.”

The trick is finding suitable matches for both parties, not forcing either to fit with the other.

 

The Need to Understand Content Monetization

Solange says one of the most frequent mistakes when launching content verticals isputting someone in charge that has deep subject matter expertise in a particular content theme but lacks a holistic knowledge of how content + ads need to co-exist.” “If we’re going to launch content property”, pointed out Curutchet, “then you assign someone that comes from content a hundred percent, right? So what happens is that you have a significant gap between producing content and how to monetize that property. We see this happening all the time. There’s great intention to produce valuable content but there’s no clear vision on content monetization.”

 

Social Media Ties Everything Together

Social media plays an important role in closing the loop on this strategy. Today, social media plays an important role in creating the emotional connection of your brand to content, to your advertisement. It’s not either or, it’s both. Social media is a much needed emotional value component that ties everything together.

Another tricky aspect, she said, is that people tend to believe that only articles can be called “content”. In fact, digital platforms allow consumers to access and share much more than just articles. “In digital, you can participate in what you’re reading and really give your opinion.” You can weave many elements into a site to engage with the user at higher levels and increase your sponsorship opportunities. “Finance and health sites do this very well,” illustrated Solange. “They use consumers’ input to drive useful wizards, calculators and other interactive features.”

 

 

 

Pulpo: the Rebirth of a Company

Taking from these learnings and from the concept of real engagement as the true motor of marketing, Pulpo has gone through a full rebranding. The goal is to create “its own environment of verticals for advertisers to talk to our audience and share their brand”, according to Curutchet. “The idea is to create products around them. A vertical where you sell customizable inventory, influencers interacting with audiences and advertisers, and a big data strategy around it. A lot of newsletters, personalization, and sharing products from our advertisers”, to mention just a few.

Hispanic culture goes way beyond speaking Spanish or not, it’s in their veins.

 

Focus on a Cultural Dimension, Reach Their Hearts

As these strategies fall into place, what are the most important cultural nuances Pulpo will tackle with this firm set of structures? One of Pulpo’s most important findings is that it’s all about talking to consumers in their language, and that doesn’t necessarily mean Spanish. “With U.S. Hispanics it’s more a cultural thing than a question of language. [Hispanic culture] goes way beyond speaking Spanish or not, it’s in their veins. […] The priority used to be having Spanish-language sites, which is still our main focus, but not only Spanish generates engagement with U.S. Hispanics”, says Curutchet.

So, all content must be focused on reaching them at a personal, more intimate cultural dimension. And in order to create intimate content, it’s necessary to delve deep into the customer’s heart. For Pulpo, the ideal partner is the one who fosters reciprocal participation with the audiences. “It’s not the one that has the best name for Latam, it’s the one that has the best engagement for our U.S. Hispanics reach, regardless of whether it’s a small company or group”, says Curutchet. “Content will become more and more important to reach audiences. […] Getting to the audiences with the right environment, the right content and the right language is key today”.

 

How to Face the Future?

So, what should brands do, and where is the future taking us? How will the reborn Pulpo address the new ways in which audiences engage and consume? For Solange, the market is getting better at understanding all these new behaviors, but brands really need to engage with their audience in a deep, meaningful way. “Content will become more and more important to reach audiences,” she declared.

Pulpo’s strategy is not only about making informed decisions based on hard data pointing to the direction of the market. The company listens to the clues consumers have to offer and pay attention to their needs and desires. “When you touch their soul they react differently”, says Curutchet. “Reaching them is not the problem, the challenge is how you get to them. Engage them in a way that you end up touching their hearts.”

 

Time to Discuss Diversity

According to ANA Educational Foundation’s research, the marketing industry’s efforts to recruit a more diverse workforce are still not enough, as the overwhelming majority of the talent is still predominantly white. The report explores, among other factors, the documented benefits of recruiting and retaining diverse talent. Among others:  higher performance standards, better team dynamics, more organizational agility, and, better business results overall.

And it’s the same when we think about the percentage of women in leadership positions. “We tend to focus on CEO positions and are alarmed about the fact that there are only 24 Women CEO’s within 2018 Fortunes top 500 companies,” said Mebrulin Francisco, Managing Partner, Director Marketing Analytics, Multicultural at GroupM, in an article that looks more closely at this issue. “But we also need to look a couple of steps lower in the corporate ladder and address the fact that women’s progress is stalling at lower levels of a company’s pipeline.” For any woman looking to break with conventions, the numbers on equality dabble on the realm of disturbing. Not just for high-management levels but onset from the very first step of the ladder as well. And the numbers get worse when we look at the presence of Hispanic or African-American women in the talent pool.

Start from little, build your personality, and don’t be afraid to speak your mind.

 

Speak Your Mind, No Matter Who You Are

Solange knows first hand what it’s like to speak your mind “in a room with 20 people that are mainly men.” She said she was probably not the best example, as she has never been afraid of saying what she thinks. But not every girl knows that they have the right to do so. That’s why she has taught her two daughters to fight for what they believe. “One of the things is to start from a young age, build your personality and don’t be afraid to speak your mind,” she suggested. “Always do it with respect, but whatever you need to say, just say it, don’t be afraid to express it.”

Just as she encourages her daughters to speak their minds, Solange firmly believes that knowledge is more important than from whom it comes from. And this is the philosophy that she brings to work every day. If you have an opinion and you have a way of doing things better, it’s welcome. “Everyone here can share his or her ideas,” she told Portada. “Titles are not important, really. I can have people that have worked here for six years and people that started two days ago in the same meeting and we all discuss how to improve things.” In fact, she concluded, “the moment they start being afraid of expressing their opinion, that’s when we stop growing.”

 

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.

Eugene Santos

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.”

Kia Soul - Automotive Brand Marketing Case StudyTherefore, 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.

  • Amazon Web ServicesAmazon Web Services has become NASCAR’s standard for cloud-based machine learning and artificial intelligence workloads. NASCAR will use the AWS technologies to build cloud-based services and automate processes, including a new video series on NASCAR.com called ‘This Moment in NASCAR History’ powered by AWS.

 

  • As part of the organization’s diversity and inclusion initiative, Minor League Baseball announced the official launch of MiLB Pride, the largest documented Pride celebration in professional sports. Nearly 70 MiLB teams will host Pride Nights or events this season, including teams holding LGBTQ-themed nights, incorporating Pride into scheduled promotions, providing discounted tickets to LGBTQ organizations, and/or engaging with the LGBTQ community both in the ballpark and beyond.

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  • Chicago CubsMajor League Baseball announced that the St Louis Cardinals will host the Chicago Cubs in a rivalry matchup on June 13 and 14 2020 in London. “The Cardinals-Cubs rivalry is one of the best in sports, and it will be exciting to bring it to Europe for a new audience to experience,” said William DeWitt Jr, Cardinals chairman, and chief executive. “I have no doubt that the passionate sports fans in London will love these games and we look forward to creating some new Cardinals fans overseas.”

 

  • As part of Minor League Baseball’s Copa de la Diversión initiative, the Braves’ Triple-A affiliate will rebrand as Xolos de Gwinnett, and open the doors to the 200,000 Hispanic citizens of Gwinnett County, north of Atlanta. Close to 30% of Major League players are Latino, based on 2019 Opening Day rosters. “Sometimes in this country, we feel not wanted at all,” Luis Covarrubias, the owner of Super Mercado Jalisco, a grocery store chain, who was setting up a tent on the concourse at the stadium, told Forbes. “This helps.”

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 Chicago Cubs’ new TV network, Marquee Sports Network, will cost $4 a month to audiences, the Chicago Tribune reported. Scheduled to launch in February, the network will be the exclusive local TV home of Cubs games.

 

  • MastercardGrand Slam champion Naomi Osaka became a Mastercard ambassador, becoming the first professional tennis player to wear the Mastercard logo – on her visor – in competition. “As Asia’s first world number one player, she is an inspiration not just to her fans in Japan and the region, but to young girls and boys the world over. We see our relationship as an opportunity for us to enable her – as a consumer and our brand ambassador – to experience all the security and convenience of our payment products and services,” said Raja Rajamannar, chief marketing, and communications officer, Mastercard.

 

  • Major League Baseball is bringing its All-Star Game to Atlanta, cementing plans for a 2021 appearance at SunTrust Park. The game had previously been played at Atlanta Stadium in 1972 and at Turner Field in 2000.

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  • Facebook and Instagram announced fan engagements that will run throughout the NBA Finals, which include Facebook Stories contribution stickers, Fan stickers and Polling on Facebook, while Instagram will serve up Instagram Shopping, and an Instagram Story takeover, that will see the NBA partner with the official @Instagram account to help generate Instagram Stories content from Game 2 of the NBA Finals.

 

  • Combate AmericasCombate Americas announced that Cricket Wireless will continue to serve as the exclusive wireless sponsor of the organization. In addition to its presenting sponsorship at “Reinas” and upcoming events, Cricket and Combate have developed a 17-piece video series to give fans a closer look into fighters’ everyday lives.

 

  • Social Finance, a private lender that specializes in refinancing student loans, has reportedly acquired naming rights for the new US$5.2 billion stadium in Los Angeles that will be home to the National Football League’s (NFL) Rams and Chargers.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • NikeAccording to RepTrak, Nike has been named the brand with the best reputation in Mexico. Next in the ranking came Nintendo, Netflix, Google and Microsoft

 

  • BeIN Sports has locked exclusive rights to this year’s Copa América in Brazil, in 27 international markets. The deal includes South America’s international soccer tournament broadcast in Australia and New Zealand, in addition to contracts in France and the Middle East and North Africa (MENA) region, which were agreed earlier in the year.

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  • The NBA has been named the most popular sports league in China, according to Ampere Analysis. On second and third place came the English Premier The GEICO GeckoLeague and Uefa Champions League respectively.

 

  • GEICO has locked a partnership with the Professional Fighters League to become the “Official Insurance Partner of the PFL. “PFL partners with leaders and we are proud to align with another premium brand in GEICO as we continue to grow in just our second season,” said Peter Murray, CEO of the PFL.

 

  • The NFL is planning to host a regular season game in São Paulo, Brazil according to UOL. The game would be played in the Arena Corinthians, home to the top flight soccer side Corinthians.

What: Toyota has launched a campaign centered around young Latinos to promote its new Corolla sedan.
Why it matters: One-third of Toyota’s Corolla buyers are Hispanic, and the company expects this number to grow by targeting young Latino’s via emotional connections and a multi-channel strategy.

 

Toyota, one of the brands that are already known for great success among Hispanic consumers, has launched a campaign to promote the new Corolla sedan. Developed by Conill, Toyota’s Hispanic marketing agency, the campaign tries to convey the spirit of the new Latino generation: expressive, straightforward and determined. The commercial, titled “WE” and directed by David Vergés, features the voice of Mexican actor, director, and producer, Diego Luna; as well as a mural by Mexican graphic designer and artist Ricardo Gonzalez.

For some years now, Toyota has put great effort into multicultural marketing, and it’s been known as an example of success in the matter. The new campaign follows this path and draws a comparison between the new Corolla and the most important traits of the young Hispanic generation: as Gonzalez’s mural Mas Loud implies, a generation that will speak up, loud and clear.

For Toyota’s vision of how to reach Hispanic millennials, one only need to listen to Luna’s words: “True. We’ve changed,” he says in Spanish as we see the driver’s sneakers pushing the car’s pedals. “We are a whole new generation. Confident, more expressive, adding our touch everywhere we go.” Portada talked to Samuel De La Garza, Small Car Group, Senior Manager, Toyota Motor, North America, to find out more about the campaign’s conception.

 

Portada: What are the key insights about the Hispanic car buyer behind this campaign?

S.G.: In the campaign, Corolla celebrates young Latinos’ unique points of view, stories, and contribution to culture. Their creativity and ingenuity are bringing freshness to the mainstream. The new Corolla’s more progressive style, connectivity, and power make it an ideal partner for building their own stories, free of labels. Young Latinos are also the most open and curious about hybrid vehicles. Corolla also offers a hybrid engine which gives them the option to choose the Corolla that suits their story best.  And to reach younger Latinos, we use multiple channels combining digital and social, featuring dynamic copy lines and various creative assets.

Portada: What is the growth potential of Toyota in the Hispanic market? Is it larger than in the overall U.S. market?

S.G.: Over 50% of Corolla buyers are multicultural and most importantly, the compact sedan segment is the top volume segment in the Hispanic market. With the new redesigned Corolla and a campaign aimed to connect with young Latinos, we plan on regaining our segment leadership. It’s no secret that the auto industry is seeing a shift in sales from sedans to SUVs and trucks. This shift is happening at a slower pace in the Hispanic market, which makes Latinos a bigger priority for the brand in terms of overall Corolla sales.

 

Portada: How many of the 46 million Toyota Corollas were sold in the U.S? How many of those had Hispanic specific buyers?

S.G.: Currently, one out of three Corollas are sold to Hispanics, and we expect this number to increase.

 

Portada: Has the mural by Ricardo Gonzalez become viral? What social metrics can you share?

S.G.: The intention of the mural and Toyota’s partnership with its creator, graphic artist Ricardo Gonzalez, is to illustrate the bold spirit and cultural pride of Latinos. Hispanic youth resonated with the branded mural driving user-generated content. We have been very pleased with the feedback we have received for the mural in the commercial, located in Los Angeles, as well as murals we created in Las Vegas for the Latin Billboard Music Awards and at our Corolla plant in Blue Springs, Mississippi.

 

Portada: How does Toyota measure brand-lift through campaigns (overall and Hispanic specific)?

S.G.: We measure brand-lift through campaign ad trackers and/or specific brand lift studies via third-party vendors such as Kantar Added Value, Facebook, etc.

 

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • NFLThe 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.

Subscribe to Portada’s weekly Sports Marketing Updates!

  • MLB presented its promotional plans for the London 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 AméricaCopa 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.

  • Titulares Y MásTitulares y Más, Telemundo Deportes’ Spanish-language sports and entertainment studio show, is expanding to a one-hour special edition throughout the FIFA Women’s World Cup France and Copa América Brazil, starting June 7. Running Monday-Friday at 11:35pm and Saturdays and Sundays at 11pm, the show will offer daily recaps and previews of both tournaments.

 

  • According to NBC News, Amazon or Disney could be getting the NFL’s out-of-market streaming rights, which are now with DIRECTV. The new chosen streaming platform would provide fans access to the full slate of NFL games not already being broadcast in their market. By the end of the 2019 season, the NFL has the option to end its exclusive deal for Sunday Ticket with AT&T. Meanwhile, AT&T announced last week that it was dropping the NFL Network from DirecTV Now and U-verse.

Subscribe to Portada’s weekly Sports Marketing Updates!

  • Chipotle has announced a partnership with ESL and DreamHack to launch the Chipotle Challenger Series, described as “a unique onsite amateur esports competition that gives attendees at DreamHack Dallas and DreamHack Atlanta the opportunity to compete in the world’s most popular game titles for prizes.” The deal will see Chipotle serve as an official partner of DreamHack Masters Dallas as well as the presenting partner of DreamHack Open Atlanta with an additional presence at of ESL’s Intel Extreme Masters (IEM) Chicago. Activations will also include player and VIP hospitality programs and digital content surrounding the events.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • WNBAThe Women’s National Basketball Association (WNBA) has locked a multi-year partnership with AT&T, as the first non-apparel partner of the league to have its logo featured on the team’s jersey. AT&T will also be the title sponsor of the annual WNBA All-Star Game, gaining on-court logo placement, signage, and unique activation opportunities.

 

  • Combate Americas will have an MMA event at Stockton Arena on May 10, carried on television in Spanish in the U.S. on both Univision and UDN at midnight, as well as in English in the US and Canada on DAZN at 10p. Women’s flyweight Zoila “The Warrior Princess” Frausto will fight an opponent to be announced soon. “We are bringing Combate Americas’ style of Mucha Más Acción to the city of Stockton for the first time ever with some of our sport’s worst men and women, beginning with Zoila Frausto, who exemplifies the essence of a world-class fighter and proud Latina,” said Combate Americas CEO Campbell McLaren.

Subscribe to Portada’s weekly Sports Marketing Updates!

  • Rugby Football LeagueEnglish Rugby Football League (RFL) is expanding in North America with teams from New York and Ottawa entering the league structure in 2020. Representatives from New York and Ottawa presented their proposals at a meeting of RFL clubs on 11th April.

 

  • Chipotle announced a partnership with ESL and DreamHack to launch the Chipotle Challenger Series, “a unique onsite amateur esports competition that gives attendees at DreamHack Dallas and DreamHack Atlanta the opportunity to compete in the world’s most popular game titles for prizes.” The deal also sees Chipotle serve as an official partner of DreamHack Masters Dallas as well as as the presenting partner of DreamHack Open Atlanta with an additional presence at of ESL’s Intel Extreme Masters (IEM) Chicago. Activations will also include player and VIP hospitality programs and digital content surrounding the events.

 

  • The NBA, the International Basketball Federation, and the Latvian Basketball Association announced that the 18th edition of Basketball Without Borders Europe will be held June 9-12 at Elektrum Olympic Center in Riga, Latvia, marking the first time that the NBA and FIBA’s global basketball development and community outreach program will be held in Latvia. NIKE, a global partner of BWB since 2002, will outfit the campers and coaches with NIKE apparel and footwear.

What: In order to drive content strategy, brands need quality, granular data. As #PortadaLA panelists discussed, digital media allows gathering precise data that serves as a good starting point to make media, budget, and attribution decisions.
Why it matters: Content is one of the best ways to connect with consumers, but there is a need to develop better tracking methodologies and newer data tools that can be leveraged to reach the Hispanic audience more effectively.

By Ryan Orvis, guest Portada contributor.

 

The relationship between data and content formed the basis of ‘How Data and Content Continue to Fuel the Evolving World of Advertising’, a Portada Los Angeles panel discussion led by Guillermo Arduino, CNN Anchor and Correspondent for Encuentro (CNN en Español). Joining in the conversation were Caro D’Antuono, Vice President of Marketing for Northgate Markets; Frances Rubio, Multicultural Marketing Analytics Manager for GroupM; Roxane Garzon, Media Director for Casanova; and Robin Garfield, Senior Vice President of Research and Scheduling for CNN.

Robin Garfield and Frances Rubio

A key takeaway from the panel was the need for quality, granular data to drive content strategy. This is particularly crucial for the Hispanic market, where there is a strong need for a common currency of audience measurement.

The panelists discussed utilizing data to construct a user profile as a starting point. “Who are we connecting with, and where is there an opportunity?” asked Caro D’Antuono. “Most of the time [content] resonates with a specific audience whether it’s male or female, a specific age group, or a language preference.”

Roxane Garzon explained how digital media allows us to hone in on a specific consumer to gather precise behavioral data. This data can then be leveraged to make decisions on media, budget, and attribution.

Roxane Garzon

For Frances, the process begins by looking at all data sources —including social, syndicated, and internal— to understand who the audience is. “There is no single source of truth,” she explained, describing the importance of a data-agnostic approach.

Robin discussed using real-time data to discern what people are thinking as opposed to what actions they are taking. “First we want to think about the people. Data is a representation of the audience and what people are doing. It’s one part of the research ecosystem. What’s really important is that we connect the data to audience insights.

Data is only as good as where you’re getting it from— especially in multicultural [marketing],” explained Roxane, outlining the challenges of attributing data to specific points in the sales funnel. This is especially difficult for smaller businesses, for whom multicultural audience data is expensive and relatively scarce.

Caro D’Antuono and Guillermo Arduino

Caro described content as one of the best ways for advertisers to connect with multiple users at different stages of the funnel, something that has become increasingly necessary with developments in media and technology. “The world is changing so much faster outside of our organization. Everything from the media landscape, to the consumer, to everything they have access to is changing so rapidly.”

Frances stressed the importance of developing better methodologies for tracking the Hispanic audience, especially as younger audiences grow increasingly diverse. This includes using multiple data sources to develop a fuller view of the audience and working with partners to develop new tools for data collection.

“It’s a fascinating time for us to be able to push the way forward,” she said. “[We] need to focus on speaking to growth opportunity segments, and those who don’t will be left behind.”

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • DailymotionThe NBA G League locked a multi-year distribution deal with global video-sharing platform Dailymotion. The platform will become a primary host to the G League’s official channels, and will possibly distribute VOD content from more than 1,300 games over the next two seasons.

 

  • The Chicago Cubs are promoting content for their new regional sports network (RSN) through the relaunch of their YouTube channel. Crane Kenney, the Cubs’ president of business operations, told the Chicago Tribune that the platform offers the franchise’s in-house Cubs Productions the opportunity to do long-form programming and create magazine video material. “The YouTube channel will give them a chance to start stretching their legs a little bit in a more direct-to-consumer way. Obviously, the network is the next step,” the executive stated.

Subscribe to Portada weekly Sports Marketing Updates!

  • NBA team the Oklahoma City Thunder are adding a jersey patch featuring the logo of Love’s Travel Stops & Country Stores. By doing so, the team became the 30th and final NBA team to announce a corporate sponsorship for their uniform.

 

  • Combate AmericasCombate Americas shared that its second live televised MMA event of 2019 – ‘Mexico vs. Spain’ –reached more than 537,000 viewers on Univision. “Our viewership proves Combate Americas to be a rising ratings magnet,” said Combate Americas CEO Campbell McLaren.  “Our momentum is building, and we see no ceiling for how high our numbers can go. The industry may not have seen this coming, but we have known all along that we will change the face of the sport one telecast at a time.”

 

  • The Professional Fighters League announced a multi-year partnership with beer giant Anheuser Busch In-Bev. The deal designates Estrella Jalisco as the first-ever “Official Beer Partner” of the PFL. As the Official Beer of the PFL, Estrella Jalisco has global rights to use PFL logos and “Official Partner” branding for advertising and promotional usage, including pass-through branding rights for promotions with on-premise and retail channel partners.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • #PFLmmaESPN and ESPN+ inked a multi-year deal with the Professional Fighters League (PFL), to become the home of the PFL in the US. All ten PFL events will air live across ESPN2, ESPN Deportes and ESPN+, with up to three hours of exclusive action live on ESPN+ and up to two exclusive hours live on ESPN2 and ESPN Deportes. Three PFL Playoff events will take place in October.

 

  • Major League Baseball will be back in Japan for its first games of the 2019 regular season. The league, in partnership with the MLB Players Association, will see MGM Resorts serve as the title sponsor for the 2019 MGM MLB Opening Series, with games played in the Tokyo Dome over the course of five days in March pitting the A’s/Mariners.

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

  • The Minor League Baseball locked a membership in the Association of National Advertisers’ Alliance for Inclusive & Multicultural Marketing (AIMM). MiLB is the first sports property to join 75 member companies currently participating in the multicultural marketing initiative.

 

  • Disney will sell its Fox Sports channels in Brazil and Mexico to move closer to completing its US$71.3 billion acquisition of 21st Century Fox’s entertainment assets, according to Bloomberg.

Subscribe to Portada weekly Sports Marketing Updates!

  • Combate AmericasCombate Americas reached 610,000 viewers on Univision and UDN during its first live televised Mixed Martial Arts event of 2019 – ‘Mexico vs. USA,’ despite its midnight start time on Feb. 22.

 

  • The NBA is celebrating its 13th annual Latin nights program, Noches Éne•Bé•A, to commemorate fans and players across Latin American and US Hispanic communities throughout the month of March. The program includes celebratory warmup shirts and merchandise as well as 15 games with in-arena festivities.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • BAT Press OfficeAfter 13 years of absence, British American Tobacco (BAT), a former Formula One team owner, will return through a multi-year global partnership with McLaren. The tobacco company will now promote its electronic smoking alternatives since tobacco advertising is banned from the sport. McLaren stated that the partnership is ‘focused solely’ on BAT’s reduced-risk products, with the tobacco giant’s “vaping” brands to be emblazoned on the team’s racecars.

 

  • According to the gaming intelligence agency NewZoo, the global esports industry is predicted to grow to US $1.1 billion in revenue for the first time in 2019. According to the report, North America’s esports market will grow to US $409.1 million in revenue throughout the year. The report also claims that US $897.2 million of that growth across all esports markets (82 percent) will be drawn from expanded media rights, advertising, and sponsorships.

Subscribe to Portada’s weekly Sports Marketing Updates!

  • Combate AmericasThe “Mexico vs. USA” live Mixed Martial Arts event will air live on television in the US on both Univision and UDN, according to Combate Americas. The fight will be held at the Save Mart Center in Fresno on Feb. 22. In addition, the event will be aired in English live on DAZN.

 

  • ESL is revealing a new logo, typeface, and brighter colors, anchored by yellow, as part of its recent rebrand. “Now we have an identity to join all that up: a simpler, more powerful logo. Our own typeface so we can speak up louder. A visual world, made from hidden worlds that only people in our world can spot,” the company said in the announcement.

The Portada Los Angeles summit on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

  • PUMAPuma and the NFL have locked a multi-year deal for the sports brand to become an official marketing and footwear partner. The Phoenix Suns’ Deandre Ayton and Zhaire Smith, as well as the Sacramento Kings’ Marvin Bagley III all, signed onto multi-year footwear and clothing endorsement deals. PUMA will now be able to feature athletes in their respective NBA uniforms and team logos and to curate authentic and original content that will allow better storytelling about the company and its athletes.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Adrián GonzálezDodgers star Adrián González’ new co-founded app, PopFlyXP, seeks to enhance fans’ connections to their favorite players. The app will aggregate social media, sell athlete-branded merchandise, and offer a platform for sharing messages and behind-the-scenes access. “There’s got to be an opportunity or a way in which we can connect them in a more inclusive way,” said former Dodgers executive Jesse Nuñez, who was the Dodgers’ director of Spanish-language media and Latino initiatives.

 

  • MLB and NBA matches in Houston will now stream live on FuboTV as part of a carriage deal with US media giant AT&T. Through this deal, FuboTV becomes the first virtual multichannel service to distribute content broadcast on AT&T’s SportsNet Southwest coverage. Content is up on the OTT service’s subscription package since 11th February, at US$44.99 per month.

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

  • General TireNASCAR and General Tire announced a multi-year partnership making the tire company the “Official Racing Tire” and “Exclusive Tire Supplier” of the NASCAR K&N Pro Series, NASCAR Pinty’s Series and NASCAR PEAK Mexico Series. A separate six-year deal was announced last month with the NASCAR Whelen Euro Series. This is the first exclusive supplier partnership encompassing NASCAR’s three international series.

 

  • The Oakland Raiders are looking to lock a deal with the San Francisco Giants to play next season’s home games at Oracle Park. According to the Associated Press, the two sides are in discussions but no terms have been agreed.

Subscribe to Portada’s weekly Sports Marketing Updates!

  • BeIN won’t renew its five-year contract with Formula One. The Qatar-based pay-TV broadcaster believes that the ongoing fight against piracy in Saudi Arabia will have a “natural consequence” on the rights it chooses to buy. Formula One now needs a new broadcaster in the Middle East and North Africa (MENA).

 

  • AirAsiaUFC and AirAsia locked in an extension of their partnership, to “develop and discover new MMA talent in the Asia-Pacific region and create original content for MMA fans.” Activations included the launch of the first-ever UFC Scholarship Program, which gave One Pride women’s straw weight champion Linda Darrow the opportunity to hone her skills at the UFC Performance Institute in Las Vegas.

 

  • The NBA and AT&T have signed a new multiyear official marketing partnership, designed to create enhanced experiences for basketball fans across the NBA, WNBA, NBA G League, NBA 2K League, and USA Basketball, replacing Verizon.

 What: We talked to Augusto Romano, CEO of DIGO Hispanic Media, about him joining Portada’s Council System and his company’s unique offering.
Why it matters: Caribbean Hispanics account for 16% of the U.S. Hispanic Population, but there aren’t many agencies addressing them as a separate segment. 

Digo Hispanic Media is a company that was born when two of the largest media companies in the Caribbean, GFR Media from Puerto Rico and Grupo Corripio from the Dominican Republic, merged to target the 9.4 million Puerto Ricans, Cubans, and Dominicans in the east coast of the U.S.

Augusto Romano, a digital media and marketing executive with over 20 years of experience in the field, is the CEO in charge of this new initiative. In order to welcome him to Portada’s Agency Star Committee, we conducted an exclusive interview with him to find out as much as possible about DIGO and Romano’s objectives for this year, as well as how he plans to make the most of his participation in the Council System. 

Portada: How did you find the need in the market for a new media company specifically targeting Caribbean American audiences?

Augusto Romano: The wealth and resources of the Hispanic population in the United States is growing rapidly; the real median household income is more than fifty thousand dollars and it is increasing at a rate of more than 3 percent a year which is nearly twice the average growth of all U.S. households. U.S Hispanics are the most significant minority group in the U.S. economy, accounting for 18% (58 million people) of the overall population. These figures are commonly referenced and this is why more and more agencies and brands are increasing their advertising budgets to reach them.

Let’s dig a little deeper– Hispanics are classified into three broad categories:

(1)  Spanish-Dominant, or immigrants and first-generation Americans, account for 23% of the population.

(2) Bicultural, or first and second-generation Americans, account for 31% of the population.

(3) English-dominant, or second-generation and subsequent generations, account for 46% of the population.

Keeping this in mind, marketers can now determine how, when, and where they can connect with the U.S. Hispanic audience, but most importantly, now they know in which language they should communicate with them to be more culturally relevant and increase their chances of engaging with them. 

Portada: How do you target audiences according to their country of origin?

A.R.: When brands analyze groups by country of origin, they can understand and value other important aspects of their culture. This allows brands to reach them in a more relevant and memorable way. Let’s review the figures by country of origin.

The Mexican diaspora, for example, accounts for 60% (35.8 million) of the U.S. Hispanic population, of which only 32% were born outside of the U.S. We can infer that in this group 68% fall in the categories of English dominant and bicultural, so it is better to speak to them in English with some details of their culture.

On the other hand, the Puerto Rican diaspora accounts for 9% (5.4 million) of the Hispanic population in the U.S. and although they are all U.S. citizens, they are predominantly bi-cultural and Spanish-dominant. This group is followed by Cubans who account for 3.6% (2.1 million) of the U.S. Hispanic population, of which 56% were born outside the U.S. and are considered Spanish-dominant or bicultural. Finally, of the Dominican diaspora, which accounts for 3.2% (1.9 million) of the U.S. Hispanic population, 54% were born in their country of origin, which is why they are Hispanic dominant and bicultural. Due to their cultural affinity and geographical location, we can see Spanish-speaking Caribbean Americans as one large audience. 

Together they account for 9.4 million or 16% of the U.S. Hispanic population, with most of them living in the northeastern states and Florida. 78% of them live on the east coast of the U.S., accounting for the largest population of Hispanics in the region.

 Due to their cultural affinity and geographical location, we can see Spanish-speaking Caribbean Americans as one large audience.

Portada: What is the best way to reach this target audience?

A.R.: Brands can reach these groups in a very effective and culturally relevant manner through digital channels such as Listin Diario, a media brand that has been in the hearts of Dominicans for more than 130 years, El Nuevo Día, a media brand in Puerto Rico that has been a primary source of information for Puerto Rican families for almost 50 years, or Periódico Cubano, which serves as a bridge between Miami and Havana. When brands target the consumers through these media, the level of interest in the brand increases. If on top of that the brand uses specific editorial environments and addresses their different interests (sports, entertainment, politics, news, etc), then it’s definitely a winning formula.

Portada: What are the keys to building effective media strategies in Spanish?

A.R.: To reach the hearts of Hispanics, a brand must speak to them in their preferred language, highlight relevant aspects of their culture, consider emblematic cultural assets, and develop a narrative that highlights them. It is also important to consider that they’re interested in what happens in their country of origin and are actively seeking information about what’s breaking there because, apart from the love they feel for their country, most of them still have family living in Puerto Rico, the Dominican Republic or Cuba. Typically, local U.S. Hispanic Media doesn’t cover this type of information.

[We] give brands the opportunity to connect with a neglected segment of the U.S. Hispanic population.

Portada: What are DIGO’s main objectives and how do you plan to fulfill them?

A.R.: This void is the foundation on which DIGO Hispanic Media was built on: to give brands the opportunity to connect with a segment that has been neglected or treated as other U.S. Hispanics in contexts that are not relevant to them. We have a potential reach of over 4 million U.S. Hispanics, mostly Puerto Ricans, Dominicans, and Cubans, which means we have a penetration of 80% of the population of Spanish-dominant and bicultural Hispanics between these nationalities.

DIGO Hispanic Media was created by an alliance between the largest media groups in the Caribbean region, GFR Media of Puerto Rico, and Corripio Media Group of the Dominican Republic. Leveraging our leadership and partnerships in LATAM, we also provide access to other U.S. Hispanic Groups by representing other important publishing groups in Latin America, also leaders in their markets. We provide our clients with extended reach and more targeted solutions of other Hispanic segments. We are focused on delivering the best Hispanic audience by integrating the most robust technologies available to satisfy the connection needs of our advertisers, only through premium sites, with reliable, brand-safe, and culturally relevant content.

 I greatly appreciate the opportunity to be a part of Portada’s Agency Star Committee and I hope to share my vision, experience, and insights.

Portada: What do you expect to accomplish through your participation in the Council System?

A.R.: I greatly appreciate the opportunity to be a part of Portada’s Agency Star Committee and I hope to share my vision, experience, and insight. I also plan to learn from my colleagues who enrich the quality of the conversation and seek to better develop our industry.

Portada is a leader in multicultural marketing and I feel honored to be a part of the Council System to contribute and exchange ideas with the other members of the Committee.

Portada: Where do you see the company going in the next 5 years?

A.R.: Our mission is: To make true connections between the U.S. Hispanic audience and our business partners in a brand-safe, premium and culturally relevant ecosystem, powered by passion, quality, integrity, and fun.

I see DIGO as the largest, most respected and reliable source of U.S. Hispanic audience.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • ONE Championship will have its first ever media tour to the United States from Feb. 25-28. The MMA heavyweight tour will pass through Seattle (Feb. 25), Los Angeles (Feb. 26) and Las Vegas (Feb. 28) with the LA and Vegas events open to the public. As part of the media tour, Johnson, Alvarez, and Northcutt will be hosting open-mat demonstrations in Los Angeles at Clube LA and at Xtreme Couture in Las Vegas.

Subscribe to Portada’s weekly Sports Marketing Updates!

  • DrLupoState Farm locked its first-ever sponsorship of an individual professional esports athlete, signing a deal with Benjamin “DrLupo” Lupo. The captain of Rogue’s Fortnite team boasts 2.9 million followers on Twitch and 7 million followers across all social platforms. Terms of the sponsorship include State Farm support of DrLupo’s livestreams through branded replays, live in-stream stunts and product integrations, event-based remote streams, sponsored giveaways, and social content. “Being given the opportunity to work with State Farm is, without a doubt, huge,” DrLupo stated. “I couldn’t imagine a better company to work with, and I’m excited to see what we can do together in the future.”
  • UFC confirmed an extension of its partnership with Volkswagen do Brazil, in which Amarok will continue to serve as the “Official Car Partner” of UFC in Brazil until 2020. As part of the new deal, Amarok will have logo placement inside UFC’s Octagon at events in the country. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

  • According to Forbes, ESPN is reportedly in talks with the MLB to extend its media rights for live games, for seven more years. Baseball content is “an enormous part of ESPN’s strategy”, ESPN spokesman Ben Cafardo told the business magazine and explained that Baseball Tonight would continue as part of MLB’s premier-tier events. 31% of MLB players are Latino, according to ESPN.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Amazon.comThe NFL has teamed up with Amazon’s Alexa to help fans better understand the sport. Equipped with 2,000 terms related to positions, formations, rules, players and other information, the Rookie’s Guide to the NFL will allow viewers to ask Alexa football-specific questions while watching a game. Users will also be able to make questions about commentators’ football terminology. According to  Forbes, between 2005 and 2015, the total number of NFL Hispanic fans doubled from 750,000 to 1.5 million.

 

  • Serena Williams has signed a deal with the dating app Bumble, to become the face of the platform’s latest marketing campaign. The deal will run through 2019, starting with a message from Williams on female empowerment during the National Football League’s (NFL) Super Bowl on 3rd February.

Subscribe to Portada daily Sports Marketing Updates!

  • Panini AmericaPanini America has locked an exclusive, multiyear deal with Notre Dame. The new trading card license gives Panini the rights to produce cards featuring former ND football, basketball and baseball players, as well as former athletes from other sports.

 

  • The National Football League signed a multiyear agreement estimated at $30 million a year, to make Caesars Entertainment Corp. its first-ever casino partner. Caesars will have exclusive rights to use NFL marks to promote casinos in the U.S. and U.K.. The deal does not yet include gambling or fantasy sports. “We couldn’t be more excited to work with one of the world’s largest gaming and entertainment companies,” stated Renie Anderson, Senior Vice President, NFL Partnerships, Sponsorship and Consumer Products.

Join us at PORTADA LOS ANGELES on March 15, 2019, at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics.  Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

  • Toyota USAToyota will expand its sports presence by partnering with the National Governing Bodies of six new sports for the 2020 Summer Games in Tokyo – skateboarding, surfing, wheelchair basketball, swimming, triathlon, and track and field. Toyota now has 16 partnerships with National Governing Bodies between the winter and summer games.

 

  • The UFC locked a new marketing partnership with PokerStars, which now becomes UFC’s first-ever ‘Official Poker Partner’, creating a new sponsorship category. “We’re excited that PokerStars has joined our roster of global partners and has helped us create a new sponsorship category for our final event of 2018,” stated Paul Asencio, UFC Senior Vice President, Global Partnerships. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

2020 promises to be an exciting year in marketing. We asked brand and media agency executives that are part of the Portada Council System where they see the main challenges and opportunities.

 

As the new year fast approaches, Portada touched base with brand marketers and media agency executives, members of Portada’s Council System. We asked them what 2020 could bring in terms of challenges and opportunities. Among the most alluring opportunities and/or challenges, they cited: preparing for a world without (or a smaller) Facebook, more proprietary data for brands, efficient cross-screen metrics, marketing in a divisive political scenario, and finding synergies between Hispanic and general marketing campaigns.

 

2020 opportunities: Preparing for a world without (or a smaller) Facebook

2020 opportunities expertMarketers’ reliance on social media as a marketing and lead-generation tool has been parallel to Facebook’s rise to social media heaven. But has the social media giant reached its zenith or, even worse, is it starting to decline? “How to future proof my business in a world without or a smaller Facebook. In performance marketing, Facebook is still king, and also in terms of reach and signals of consumers’ interests and intent. What happens if Facebook changes? Or if there is regulation? Or if it doesn’t enjoy the popularity of generations like Z and beyond? This is more of a longer-term challenge, ” says John Sandoval, Senior Brand and Latino Marketing Manager at Intuit.

How to future proof my business in a world without or a smaller Facebook. In performance marketing, Facebook is still king, and also in terms of reach and signals of consumers’ interests and intent. What happens if Facebook changes? Or if there is regulation? Or if it doesn’t enjoy the popularity of generations like Z and beyond?

 

Brands need more ownable and proprietary data

2020 opportunities expertTo Peter Lee Brown, Brands & Communications Strategy, at Nestle, “Data has become commoditized, brands need more ownable, proprietary data“. Related to this challenge, Brown sees an opportunity for brand marketers in terms of “lean innovation and in-housing capabilities”, as he expects them to “lead to greater speed, creative expertise, and control.”. According to Brown in the current scenario of perpetual disruption, “brands can drive disruption and become challengers.”

Ariela Nerubay, Chief Marketing Officer at Curacao, also cites disruption, in this case in the retail space as an alluring opportunity: “Disruption of the retail in-store experiences to drive traffic to physical stores.”

 

2020 opportunities

If you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, please contact us here if you are marketing services supplier and here if you are a brand marketer.

 

Making second-generation Hispanic campaigns attractive to non-Hispanics…

Successful marketing to the LatinX consumer (second and third-generation Hispanics) is paramount to the progress of Corporate America in 2020 and beyond. Ariela Nerubay, Chief Marketing Officer at Curacao, tells us that “How to develop targeted campaigns for the 2nd and 3rd gen Hispanic on general market media that also attracts non-Hispanics” is one of the main challenges for her company in 2020. Similarly, she also cites developing a “lead generation strategy for Hispanic and non-Hispanic customers with same creative” as a challenge and opportunity.

 

…in a world where it is increasingly “not good” to be the “other”.

Marketing in a politically convoluted environment that is often divisive has been an important topic at Portada Council System workshops in 2019. Going into 2020 it will continue to be a challenge for brand marketers. As Intuit¨s John Sandoval notes “Specifically to multicultural marketing, in a country and increasingly in a world (last week’s UK election) where it is ‘not good’ to be the other or a minority or a population group other than the ‘mainstream’, how do we get the resources, attention, etc, from across the landscape? What if Trump is re-elected for another 4 years?”

 

Cross Screen Measurement to understand Reach and Frequency

The ascent of video marketing, partly a result of the substitution of TV media budgets by video, is bringing in more 2020 opportunities for media buyers. Darcy Bowe, SVP, Media Director, Starcom USA tells Portada that “cross-screen measurement that allows us to understand overall reach and frequency, including understanding where truly incremental reach is being driven” is an important opportunity for efficient media buys in 2020. Bowe is part of Starcom’s Video Center of Excellence, where she focuses on investing in all video media as well as creating content and building integrated programs in the video media space on behalf of her clients.

Given the range of CPMs and creative units across media types, how do we value an impression in each type and how does that impact ROI?

Bowe also notes that, given the range of CPMs and creative units across media types, it will be important to develop solutions for how impressions should be valued in each type and how this impacts ROI. To resolve the relationship between performance and branding (awareness) will be another challenge: “How can we best create media plans that balance targeting the most likely consumer to interact & transact with the brand as well as find broad reach to create awareness?”