Have all your Multicultural Marketing and Media 2015 New Year’s resolutions been met so far? What needs to happen in the last 4 months of 2015 to round out the year in a good way and get ready for 2016? As we prepare for #Portada15 next Wednesday and Thursday it is a good moment to take stock. Most of these priorities will be explored by brand, agency and media leaders at Portada’s Annual Conference.
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1. Be Ready to Implement Mobile Video (Hopefully you have done so already!)
Mobile and Video have become key drivers for brand engagement, even more so when it comes to reach out to Hispanic and Multicultural Audiences. Ever heard about the term “MobileCultural”? In a special session on “Total Video”, Manny Gonzalez, Senior Director – Multicultural, Moet Hennessy USA, will explain how Multicultural Millennial media consumption patterns dictate the creative and media buy for the Hennessy brand. Video production at Hennessy is now led by mobile, meaning mobile formats come first and later are adapted to TV, something unthinkable only a few years ago. Gonzalez will be joined by Michael Tribolet, CEO, YipTV, Dave Marsey, EVP, Managing Director of DigitasLBi, Abe Diaz, Associate Media Director, RPA and Oscar Padilla, SVP Marketing, Digital Media & Insights, Luminar.
2. Make Sure you Understand the Revolutionary Media Consumption Patterns of Millennials
The prevalence of digital and social media consumption in the way Millennials get information and entertainment content is revolutionary: Nothing from the old media world of mass TV and print communications even resembles the current scenario of a decentralized bottom-up media world. Any marketer who wants to be successful in Multicultural America needs to be totally in the know about the evolving Media Consumption patterns of Millennials. The latest data points and research on this crucial demo will be provided by GFK MRI’s Susan Nuñez and discussed by Yussef Kuri, US Hispanic Marketing Manager, The Hershey Co.Natalia Borges, VP of Marketing, Batanga Media and Priscila Stanton, Marketing Manager, Nestlé USA. Connected to the “Millenial Revolution” is a special session on Social Marketing and Advertising which will also take place during #Portada15 and be moderated by Maria Fernanda Ordoñez, SVP Media Director, Identity.
3. Sports Properties: Copa Centenario and other major Sports Events
Major live sports events continue to be, despite recent news of ESPN’s subscriber losses, essential ways for brand marketers to avoid the audience fragmentation described above under point 2. Hispanics love sports and, perhaps, the most loved one is soccer. The 100th Year Anniversary of Copa America (Copa Centenario) next year is going to be a key property for brands to leverage how crazy Hispanics are about soccer. Other major properties include the European Soccer Leagues as well as the 2016 Olympics in Brazil. Major Sports properties (tournaments) are going to be addressed during the first day of #Portada15 at the Hispanic Sports Marketing Forum in the panel “The main sports events over the next 4 years and how your brand should take advantage of them” with Pattie Falch, Director Sponsorships & Events, Heineken USA, Russell Sargeant, Director, NBC Sports & Telemundo Global Sports Sales, Brian Cristiano, CEO, Bold Worldwide and Jimmy McIntyre, Director of Consumer Marketing at Sports Endeavors’ Soccer.com. Of course, once the properties are chosen it is critical to implement great activations. Best-in-class marketing campaigns engaging the Sports Crazy Hispanic Consumer will be presented by Jennifer Mc Bride Castro, Senior Brand Manager, Dish and Mariela Ure, SVP, Hispanic Segment Strategy, Wells Fargo.
4. Reevaluate Your Social Media Strategy (It’s not your Father’s Facebook anymore, look at Snapchat and Instagram!)
Social Media is much more than Facebook and Twitter. In fact these properties are not the ones growing the most in usage, particularly for Generation Y (Millennials) and Z (the cohort of people born after the Millennial Generation). Social media platforms have changed tremendously since they emerged less than a decade ago. At #Portada 15 a major influencers and brands will evaluate which social media platforms you should use and how: Some hypothesis that will be analyzed by Ignacio Cassinelli, Co-Founder, Blogsi in conversation with Muhammad AL-Kahlout, Social Media Manager, 365 Inc: – Facebook used to be great for organic reach, now its pay or stay small. – Why Instagram is a huge underrated platform. – How Twitter has evolved, improvements and challenges that remain… – How Periscope fits in your strategy and will evolve. – YouTube is huge, but video production is a challenge.
5. Use Ad-Tech Properly to Engage Multicultural Audiences
To pin-point Hispanic specific audiences (approximately 60 million including undocumented Hispanics of a total U.S. population of 320 million) is not easy but crucial to the success of national advertising campaigns. The use of Spanish-language media, TV, magazines, newspapers and websites, can be an efficient way to reach Spanish-dominant Hispanics, but the majority of Hispanics today are either bilingual or English-dominant and share many media habits with the rest of the U.S. population. This is where modern advertising technologies can help. In the panel, the latest on how national brands should reach out to local multicultural audiences Ana Crandell, Group Account Director, OMD Latino, Trisha Ranes, Senior Marketing Manager-Latino, H&R Block, Stephen Paez, VP Director, Multicultural, Spark SMG and Laura Fernandez, Head of Sales East Region, MaxPoint will talk about how multicultural marketers are using hyperlocal digital advertising and measuring success. Other topics include complementing digital campaigns with off-line media, as well as a look at overall consumer response when doing Hispanic campaigns.
6. Take a Close Look at How Content Marketing Impacts Engagement and Lead-Gen…
Content Marketing expenditures by Corporate America are growing in leaps and bounds. Also in Multicultural Markets although perhaps not as much as in the “general market.” How are your digital analytics and lead-analytics impacted by your multicultural content marketing efforts? How do you leverage your understanding between content marketing, engagement and off-line media? Gustavo Aguirre, Associate Brand Manager, Coors Light, MillerCoors will present the Fanaticos del Frio case study. Giving attendees first hand insights into this interactive site for soccer fans and its substantial off-line integrations.
7. … and Ready Your 2016 Retail Marketing Plans
Whether you are a retail brand marketer (e.g. Macy’s or Sprint) or another brand sold to the consumer through retail channels, it’s all about improving the customer experience and interaction with your brand. You will learn how major retail marketers are planning to lure Hispanic customers in 2016 in the session”Retail Marketing: Perspectives and Plans for 2016″. Christian Borjon, Director Hispanic Sales & Marketing, Samsung, Jason Riveiro, Manager, Multicultural Brand Marketing, Big Lots, Kymber Umaña, Hispanic Marketing Manager, Sprint and Bernardo Gomez, Group Creative Director, Havas Worldwide will explain the opportunities and challenges they face.
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