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Peter P. Snitzer Jr., CEO at Conffianz, explains how social media is helping the beauty company grow, during Portada’s 11th Annual Multicultural Advertising and Media Conference.

On September 14, Peter P. Snitzer Jr., CEO, Conffianz participated on the Multicultural Shoppers panel, where he explained how the Latina consumer is practically why their beauty brand exists. “We are all about empowering Latinas,” said Snitzer Jr. during an interview.

We are all about empowering Latinas.

Given that Conffianz’ target is older women, the company has been using traditional outlets like TV as their marketing platforms. But, as Snitzer Jr. explains, Facebook has also become a great tool. Recently, the brand launched a campaign that had user-generated content. “We had a fantastic result. You really can’t compete with user-generated testimonials,” he explained.

We had a fantastic result. You really can’t compete with user-generated testimonials.

In addition, Conffianz has been working with some business partners to grow both the brand and their commitment to the Latino community. To find out who these allies are, watch the full interview below.

 

Margie Bravo, Multicultural Marketing Manager at Nestlé USA, explained during Portada’s 11th Annual Multicultural Advertising and Media Conference, on September 14,  how brands need to embrace the multicultural consumer and understand how it is their responsibility to grow their brands organically.

During the The Future of Multicultural Marketing panel, Margie Bravo, Multicultural Marketing Manager at Nestlé USA, presented how the Swiss multinational is currently implementing sweeping changes to its marketing organization by incorporating multicultural insights into its marketing strategy, media, and budgeting for its billion dollar brands.

You really need to understand the consumer, and understand how multicultural consumers are part of your brand and part of the growth of it.

When talking to her, she explained how today growth is everything to the company, and how relevant the multicultural market is for that growth. As a brand, “you really need to understand the consumer, and understand how multicultural consumers are part of your brand and part of the growth of it.”

This is why every brand should include them in its marketing strategy. To do so, she continued, your best tool is analytics. “People don’t really understand where sales are coming from, and how each market makes you grow.”

People don’t really understand where sales are coming from, and how each market makes you grow.

Put short. She advises to “go for more because this [multicultural] market has a lot to give.”

Watch the full interview below.

Text by Karina Masolova

 

Thanks to all who joined us for a phenomenal #Portada17. If you remember nothing else, here are the top three things you need to take away.

The first, and a line that earned much applause during a session: “If you’re not passionate about the Hispanic marketplace, leave.” Our jobs can be difficult, but they are also dynamic, insightful, and rewarding. If you’re prepared, here are the rest:

Narrow Focus, Big Impact

When building a campaign, leaders never assume. They analyze detailed consumer research (down to the zip code!), identify demographic data, and are open to realizing new passion points. They develop a single centralized brand message that resonates throughout everything they build. And they aren’t scared to take a chance. It’s a symphony where everyone collaborates and nuances are celebrated.

That doesn’t mean you need a multi-million dollar budget. Seek out partners that are good at what they do, efficient, and make sure that the conversation between your companies is open and transparent. Just like a vertical model won’t have the full impact that a multimedia one will, isolating individual efforts also becomes counter-productive. Having multiple agencies at the table creates a small, but healthy, tension that challenges and inspires us to go beyond the norm and build a truly innovative campaign.

Having multiple agencies at the table creates a small, but healthy, tension that challenges and inspires us to go beyond the norm and build a truly innovative campaign.

Focus on targeting the Hispanic consumer specifically, and don’t just translate general market efforts word-for-word. Over 80 million people identify as Hispanic in the U.S., and half of Millennials are not white. Successful campaigns leverage unique, data-backed Hispanic insights into their overall brand messaging to feed into and grow general market efforts.

Grassroots efforts are some of the most authentic ways to target consumers’ passion points. But we can’t simply copy-paste one local campaign to another area. U.S. Hispanics are a diverse group in and of themselves, and one of the best practices when conducting market research is to conduct multiple focus groups in different cities. Hispanics in Miami, New York, and Los Angeles all have different consumption, buying, and media habits (and it’s not always because of their national origin).

Grassroots efforts are some of the most authentic ways to target consumers’ passion points.

The Year of Soccer

The 2018 World Cup is THE chance to cash in on all your previous soccer marketing efforts. Brands must continue to stay relevant and meaningful to consumers in a limited time frame, and last year’s campaign won’t cut it.

The 2018 World Cup is THE chance to cash in on all your previous soccer marketing efforts.

Digital and mobile consumption of the games is expected to increase next year, so fans will partake in events as they happen, on multiple screens. In addition to the time difference, we must be mindful of the space a brand occupies and that placement is as organic as possible.

At the end of the day, fans don’t necessarily care if their team wins or loses. The most important thing is the experience of being part of the game. When a brand becomes part of that experience too, we’ve done our job.

Some companies describe their efforts around sporting events as akin to becoming a media publisher. They anticipate the events of the day and potential moments where they can critically engage fans—a record beat, a brilliant goal, a last-ditch play. The strongest impact comes when we think on our feet and react with fans, like a fan. The brand not only becomes part of the conversation but can even lead it.

Some companies describe their efforts around sporting events as akin to becoming a media publisher.

To do this well, companies need to come prepared with a developed campaign, content, and brand messaging backed by market research. As in all things.

Multicultural shoppers are the fastest growing segment in U.S. retail. Joi Tyrell, SVP Director, Campbell Ewald/Sociedad talked about how multicultural focused retail and food brands are embracing the opportunity, during Portada’s 11th Annual Multicultural Advertising and Media Conference.

On an interview during Portada’s 11th Annual Multicultural Advertising and Media Conference, on September 14, we asked Joi Tyrell, SVP Director, Campbell Ewald/Sociedad about how to tell if you are a successful marketer.

“Success in marketing means sales. That is the ultimate ROI,” she answered. But, she also added that in a more personal way, success is the journey and having clients who allow you to work freely and more creatively.

Feel free, break the rules, and take a chance to make an exciting marketing plan.

To those marketers looking for that success, she recommends: “Feel free, break the rules, and take a chance to make an exciting marketing plan.”

We also asked her about when to choose celebrity influencers versus “regular people”, and what she recommends for multicultural marketers to keep going. Watch her answers in the video below.

 

Day two of #Portada17 started strong with The 11th Annual Multicultural Advertising and Media Conference. Key marketing experts have talked about multicultural shoppers, and the future of multicultural marketing, as well as how to engage your consumer with the right influencer, and all you need to know about the video market.

 

Portada17 Sports Marketing Forum took place yesterday at the Yotel Hotel in New York City. All the pictures below!

After an exciting day in New York, during The Sports Marketing Forum, with top speakers presenting insights and best practices on how to use sports and soccer content to connect to the rapidly growing multicultural demographic in the United States, this is what we learned:

  1.  Hispanic first, general market second. Brands should create campaigns targeting the Hispanic consumer specifically, and not just translate “general market” efforts. With 80 million Hispanics in the U.S., they are the primary target audience.
  2. Grassroots. Hyper-targeted campaigns are key to maintaining brand authenticity and targeting the Hispanic passion points of family, inclusiveness, and celebration.
  3. 2018 World Cup. The time to cash in on soccer marketing efforts will soon be here; our speakers identified the top strategies brands can use to stay relevant.
  4. Live sporting events. They’re becoming ever more personalized and fan-friendly; it’s not the outcome of the game that matters, but the experience of being there.
  5. Passion points. Innovative brands don’t use a vertical model but connect passion points across different media to engage consumers.
  6. Invest in the moment. Brands need to plan to hit critical moments of engagement—a record, a brilliant goal, a last-ditch play—but in order to ride the wave, they need to heavily invest in content creation.
Feature Image: Jay Sharman, CEO/Founder, TeamWorks Media and
Mike Tasevski, Vice President, North America Sponsorships, Mastercard

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What: Rahul Kadavakolu, Executive Director of Global Marketing & Branding, Rakuten Group, talked about the Japanese brand’s recent Golden State Warriors sponsorship, during Portada’s 2017 Sports Marketing Forum.
Why it matters: The sponsorship represents the biggest NBA jersey sponsorship contract to date.

On September 12th, the Golden State Warrior announced they came to terms on a three-year jersey sponsorship deal with Japanese e-commerce company Rakuten. The jersey patch deal is reportedly worth US $20 million a year.

Today, during the 2017 Sports Marketing Forum in New York, Rahul Kadavakolu, Executive Director of Global Marketing & Branding, Rakuten Group, was the first person to talk about the deal, on behalf of the e-commerce giant. The brand is not only going global, but it is also making changes to its products so that each of them includes the name Rakuten, for example, Rakuten Viber, instead of just Viber.

Although soccer is growing, we needed something to amplify what we are doing in the U.S., therefore Golden State.

Rakuten has chosen sports to grow bigger and more global. Its FC Barcelona sponsorship is key for this strategy. But, “although soccer is growing, we needed something to amplify what we are doing in the U.S., therefore Golden State,” explained Rohan. He added that the Warriors is a winning team and Rakuten’s headquarters here is in the Bay Area: “It only was a logic conversion.”

Now, the Warriors will include an ad patch on its jersey, and it will also rename its practice facility to “The Rakuten Performance Center.”

 

Join us at PORTADA Mexico!

CONGRATULATIONS AT&T/THE MARKETING ARM!

After presenting the”Expresa tu Pasion” campaign before Portada’s award jury, and defending its marketing strategy, AT&T/The Marketing Arm was named the winner of the Golazo Awards, and winner of the Golazo People’s Choice Award.

During Portada’s Sports Marketing Forum at the Yotel hotel in New York, Inter Milan/Gravity, Audi/FC Bayern Munich, and AT& T/The Marketing Arm defended their campaigns before a panel of three sports marketing experts, in a bid to become the winner of Portada’s Golazo Awards.

The jury included Dan Donnelly, EVP, Managing Director, Publicis Media Sports; Nick Kelly, Senior Director, Sports Marketing, Anheuser-Busch; and Michael Neuman, EVP, Managing Partner, Scout Sports, and Entertainment.

After listening to each of the finalists’ presentations, the jurors questioned the representatives of each campaign in search of the best answers.

All three programs were very memorable, and they all had a very compelling and unique objective. But the one we felt was more complete and felt true to the objectives was AT&T.

The jury exchanged ideas and deliberated for a few minutes, then unanimously decided that the winner of the Golazo Awards is AT&T/The Marketing Arm.

“All three programs were very memorable, and they all had a very compelling and unique objective. But the one we felt was more complete and felt true to the objectives was AT&T”, explained judge Michael Neuman.

“When you truly deliver something that resonates with the consumer based on his believes and also connects with the brand and consumer in a meaningful way it really pays out,” said Marcelo Salinas, Account Director The Marketing Arm.

When you truly deliver something that resonates with the consumer based on his believes and also connects with the brand and consumer in a meaningful way it really pays out.

In addition, on Wednesday, September 6, Portada opened the voting on its website for people to choose their favorite campaign. We shared the campaign videos of each of the three finalists through our social networks, inviting readers and followers to participate in the vote.

With more than 400 votes, AT&T and The Marketing Arm were crowned the winner of the People’s Choice Award.

With more than 400 votes, AT&T and The Marketing Arm were crowned the winner of the People’s Choice Award.

These were the campaign finalists and their on-stage representatives:

  • AT&T/MNT/The Marketing Arm
    Presented by: 
    Marcelo Salinas, Account Director The Marketing Arm, and Tricia Bean, Lead Marketing Manager Hispanic Sponsorships and TV Content, AT&T
    Description:
    In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations.
  • “My Inter Jersey” / Gravity
    Represented by:
    Rohan June, Account Director, Gravity Media
    Description: Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
  • Audi Summer Tour/FC Bayern Munich LLC
    Presented by: Benno Ruwe,
    Head of Partnerships, Bayern Munich
    Description: The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Charlotte, Chicago, and New York appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
Feature Image: ( Dan Donenelly, Tricia Bean, Marcelo Salinas,
Michael Neuman, and Nick Kelly)

 

VOTE NOW

FOR THE GOLAZO PEOPLE’S CHOICE AWARD!

Golazo Voting
Sending

Portada interviewed Conffianz’s CEO Peter Snitzer, who will be participating in the MULTICULTURAL SHOPPERS panel at Portada17 this Thursday September 14 in New York City’s Yotel.

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Portada: Tell us about Conffianz
P.S: “Conffianz, is the leading Latina-focused skincare brand in the U.S. We provide affordable skin care products that are just below prescription strength so all Latinas can feel beautiful and have the confidence they need to face the world every day. A portion of sales goes back into the Hispanic community through our ‘Inexplicablemente Bella’ scholarship program.”

Portada: Conffianz exclusively targets the Hispanic population in the U.S. What are the key features you think a marketer specialized in Hispanic audiences in the U.S. needs to have (in order to be successful)?
P.S: “It is important to recognize that while U.S. Hispanics share a cultural connection, there is significant diversity in subgroups and in what influences their purchase behavior. Specific to the Conffianz customer, she cares primarily about efficacy and service. She is also more likely to value an endorsement from a friend or family member than from a branded marketing campaign. By knowing our customer and what is important to her, we shifted our social content strategy to include more user-generated content, especially before and after stories, and saw a 92% increase in reach and a 60% increase in conversion to sales as compared to product benefit or lifestyle related content.”

We shifted our social content strategy to include more user-generated content, especially before and after stories, and saw a 92% increase in reach and a 60% increase in conversion to sales.

Portada: What role does e-commerce play for Conffianz and how are its marketing strategies aligned with its e-commerce goals?
P.S: “While mass merchandisers continue to be the top destination for Hispanics purchasing cosmetics and skincare, e-commerce continues to grow and represents a huge opportunity for brands that understand how to create a positive digital UX experience that includes purchase. Our online customers are more integrated with our brand as they interact with our content and we then work very hard to cultivate a relationship by simply treating every customer as if she were our own family member.”

Portada: We understand you do a lot of Direct Response Marketing, how do you do it and through which media?
P.S: “We still use traditional TV, Radio and Print. However the digital channel has become more and more important to us over the past few years. We find that our DR marketing efforts also help drive brand awareness which leads to a lift in sales in our brick and mortar retailers like Walmart.”

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What: After years of competing against other sports giants, soccer has grown to be among the top five sports favored by American fans.
Why It Matters: Although soccer is currently ranked the fifth fastest-growing sport in the country, the growth of its fan base is the highest and most promising.

By Gabriela Gutiérrez M.

Soccer has had to face one of its toughest matches in the United States. For decades, marketers and brands have relegated soccer as a sport exclusive to Latino fans. However, stadium attendance and advertising sales reveal its true importance within the multicultural sports scene. Soccer has grown to be the fifth most important sport in the country.

Baseball continues to be the king of sports, followed by basketball, football and hockey. But on their heels – with its sustained growth – is soccer.

Baseball continues to be the king of sports, followed by basketball, football and hockey. But on their heels – with its sustained growth – is soccer.

Major League Soccer (MLS), the official U.S. soccer league, broke stadium attendance records with sales of 7.4 million tickets in 2016, or 40-percent more than in 2015. The number of viewers watching soccer matches on TV also rose to 277,000. While still far behind the number one TV leader the NFL, with 16 million viewers, it is impossible to deny soccer’s rapid “double-digit growth,” said Gary Stevenson, MLS President in a statement.

–> Read also in Portada: EXCLUSIVE INTERVIEW: Minnesota United FC on Connecting With Fans Through Content

As a result, brands such as Adidas, Heineken, and Advocare, among others, have invested $333 million – or 9-percent more than in 2015 – in soccer, according to consulting firm IEG Research.

The latest sponsor to join the list of MLS’s supporting brands is Kellogg’s, which made its debut in the 2017 season.

Soccer exceeds the NHL and NBA in TV ad dollars

The number of TV channels broadcasting soccer matches has also increased from five in 2010 to 13 in 2015.

During the Women’s World Cup Final, in 2015, a 30-second spot was priced at $210,000.

Advertising prices for these games has also seen an uptick. During the Women’s World Cup Final, in 2015, a 30-second spot was priced at $210,000. This is higher than any spot sold during hockey’s Stanley Cup. In addition, ads for the 2014 World Cup final between Germany and Argentina sold at $465,000. This number is above the cost of spots broadcast during the NBA final.

Soccer growthThe children are the future

Soccer’s popularity in the U.S. promises to continue its upward trend. The smallest players – now playing in youth leagues – are feeding the game’s popularity in the U.S. Three million children now officially enroll in soccer programs in the U.S., 89-percent more than in 1990.

The five states with the highest enthusiasm for the sport, judging from their soccer attendance records, are Washington, California, Texas, Oregon, and Kansas, according to Estately.com.

The five states with the highest enthusiasm for the sport, judging from their soccer attendance records, are Washington, California, Texas, Oregon, and Kansas.

A 2014 ESPN poll also reported that professional soccer was the second most loved sport among 12- to 17-year-olds. Only professional football scored higher. The survey also reported that MLS was as popular as the MLB among the same age group.

And while soccer detractors say the trend is the result of immigration, since it is Hispanics who typically make up the fan base, young players tell a different story. One in three children who practice the sport is white.

 

Attention Sports/Soccer Marketing enthusiasts! Portada’s Sports Marketing Forum (Sept. 13, NYC Yotel, day 1 of #Portada17)  is coming up with uniquely curated content and best-in class  opportunities. Plus a wonderful space and rooftop, ideal for a day out of the office!

All for ONLY US$ 299 at EARLY BIRD PRICE, until August 4!

Major Learning and Networking Opportunities include:

  • WHY U.S. SOCCER IS MUCH MORE THAN FUTBOL with Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
  • TOWN HALL: SPORTS MARKETING STRATEGIES FOR 2020
  • An attendee-driven session curated to solve challenges of sports marketers. Brian Quarles, SVP Creative Services, Revolution and Jorge Inda Meza, Marketing Director Region West, Anheuser Busch will answer audience question.
  • PASSION FOR SOCCER: OPPORTUNITIES FOR MARKETERS
  • With Dan Donnelly, EVP, Managing Director, Publicis Media Sports  and Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
  • SHAPING UNIQUE CONSUMER EXPERIENCES, with Mike Tasevski, Vice President, North America Sponsorships, MasterCard
  • GOLAZO AWARD FINAL CONTEST: Watch Golazo Award Finalists Audi Summer Tour/FC Bayern Munich, AT&T/MNT/The Marketing Arm and “My Inter Jersey” / Gravity pitch their campaigns live to Portada’s Sports Marketing Board members who will grill them with questions. Vote for the winner of the Golazo Award People’s Choice!

Plus a wonderful space and rooftop at NYC’s Yotel!

All for ONLY US $299 at EARLY BIRD PRICE, until August 4!
Or also attend day 2 of #Portada17 (11th Annual Multicultural Marketing and Media Conference) and get the COMBO for only US$ 549! 

 

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Mike Tasevski, VP, North America Sponsorships at MasterCard, Dan Donnelly, EVP, Managing Director, Publicis Media Sports and Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment are some of the marketing trailblazers participating  at the Sports Marketing Forum in New York City’s Yotel on September 13. The forum is part of Portada17 which also comprehends the 11th Annual Multicultural Marketing and Media Conference set to take place on September 14 in the same venue.

MasterCard has been at the forefront of innovation in sports marketing and  Mike Tasevski, VP, North America Sponsorships at MasterCard, will explain how the global payments and technology company determines which sports and events offer opportunities and uses sports sponsorships to shape brand experiences.

In another session Publicis’ Dan Donnelly and Scout Sport and Entertainment’s Michael Neuman will explain why any marketer overlooking soccer’s tremendous appeal to engage U.S. audiences, is making a huge mistake. The above  cited  thought leaders will also discuss content preferences of U.S. soccer audiences as well as opportunities around the 2018 Soccer World Cup in Russia.

Portada Sports Marketing ForumeSports, Sports Marketing Strategies for 2020 as well as Sports Streaming Technologies are also prominently featured in the agenda.  The Golazo Award final pitch contest will be another highlight. Members of Portada’s Sports Marketing Board will ask the award finalists (AT&T, Audi and Inter Milan) to provide solutions to specific soccer marketing related challenges.

DYNAMIC, INTERACTIVE AND MAXIMIZING NETWORKING OPPS

The agendas of both the Sports Marketing Forum and the 11th Annual Multicultural Marketing and Media Conference are designed to provide attendees face to face contact with the most important executives in sports and multicultural marketing. Dynamic and interactive sessions will maximize attendees learning experience. In addition, meetings at the speed networking function will provide attendees the opportunity to develop contacts with key brand and agency executives.

REGISTRATION:

Register to  the Sports Marketing Forum  on September 13 in New York City’s Hotel and/or  to the 11th Annual Multicultural Marketing Conference on Sept. 14:

 

ALREADY CONFIRMED PORTADA 17 SPONSORS

Sports Marketing Forum

Penalty Level
-La Vida Baseball 
-PM3 

11th Annual Multicultural Marketing and Media Conference

Silver Sponsor
CNN

Bronze Sponsors
Acuity 

Hcode Media

Attendee Bag Sponsor
Fluvip and Adsmovil

Media Partner
PR Newswire

To align your brand with #Portada17  (Sports Marketing Forum, Sept. 13 and the  11th Annual Multicultural Marketing Conference, Sept. 14) and connect with Portada’s audience of tens of thousands of brand, agency and media trailblazers, please reach out to Marcos Baer marcos@portada-online.com or call him at 1347 840 13 11.

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