Creative Alliance Latino Forward
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Creative Alliance presents "A Report from the Latino Marketing Frontlines." Brown-Forman Lunch & Learn. June 21, 2012.

Creative Alliance presents "A Report from the Latino Marketing Frontlines." Brown-Forman Lunch & Learn. June 21, 2012.

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  • 1. A Report from the Latino Marketing Frontlines Brown-Forman Lunch & Learn June 21, 2012
  • 2. CA Video
  • 3. AgendaI. Agency SnapshotII. Today’s Millennial Latino ConsumerIII. Latinos and SpiritsI. Millennial Consumers – Our Experience with KFC
  • 4. Agency Mission Statement To energize a client’s business andbuild lasting relationships through innovative ideas that inspire, motivate, unite, brand and sell… …And that goes for Hispanic, too!
  • 5. Agency Snapshot• Louisville-based agency with professionals from across the country• Category strengths include multi-unit retail, healthcare, entertainment and education• Capitalized billings have increased over the past 25 years to $180,000,000+• One of the top 100 agencies in the U.S.• The agencys key strength is its people: – Long tenures – National-caliber expertise in all agency disciplines
  • 6. Multi-Unit Marketing Experts25-year History of Driving Multi-Unit Business Impact: – At the local level – Cross-functionally: Building brands and selling brands/services – Year-over-year same store sales increases – Traffic-driving strategies – Bottom-line efficiencies – Compelling consumer touch points – Top down strategy meets bottom up reality; problem solving and creativity – Partnerships and relationships matter 6 3
  • 7. By the Numbers! Client Corp Franchisee Total DMA Units Units Units Markets A&W 0 769 769 143 CHS 131 0 131 68 Hancock Fabrics 275 0 275 118 KFC 1,189 4,209 5,398 202 LJS 0 1,510 1,510 169 Longhorn Steakhouse 312 0 312 72 Einstein Brothers Bagels 443 81 524 31 Mr. Clean Car Wash 2 14 16 3NPC International (Pizza Hut) 0 1,200 1,200 75 Total 2,352 7,783 10,135 ALL
  • 8. Our Clients
  • 9. Over 150 Years of Collective Experience in the CategoryTUACA APPLETON ESTATE JEFFERSON’S BOURBON JAMAICA RUM
  • 10. A Vibrant Segment!
  • 11. The Shift Video
  • 12. Smithsonian magazine, August 2010Lalo Alcaraz, Chicano cartoonist, comic strip and illustrator of the book Latino USA. GenYLA
  • 13. Gen YOUNG = Members of the global yout communityTheyreinterchangeable LATINO = Specific to country of origin AMERICAN = Part of the U.S. culture GenYLA
  • 14. Today (2012) 62% Half 1in5 of all U.S. of the total Hispanic population is under Teens are Hispanic Hispanics are 25 U.S. bornTomorrow (2020) 66% 1/4 Fueled by 18-24- of Teens will be of all 18-34-year- olds will be Hispanic year- olds. Hispanic Source: US Census Projections 2010-2020 GenYLA
  • 15. GenYLA
  • 16. un café con I want a frappuccino leche with whipped cream
  • 17. Language FluidityHOME WORK SCHOOL39% Spanish 74% English 80% Englishw/ FRIENDS w/ HISPANIC RELATIVES55% English 55% Spanish SOURCE: MUN2 LANGUAGE STUDY, DECEMBER 2010 PEW HISPANIC CENTER; “BETWEEN TWO WORLDS HOW YOUNG LATINOS COME OF AGE IN AMERICA,” DECEMBER, 2009 GenYLA
  • 18. Language Spanish is here to stay, even among YLAs.The majority of Young Latinos arefluent in English and Spanish. Mostly English Spanish & English Only Spanish Only English Mostly Spanish SOURCE: NIELSEN MEDIA RESEARCH 2010-11 UEs; HISP P-18-34 LANGUAGE MARKET BREAKS. GenYLA
  • 19. It’s not a thirdworld. Gen YLAs slide back and forth between two cultures. GenYLA
  • 20. Retro AcculturationDriven to rediscover their heritageA Latino reawakeningMain triggers are life’s stagesSelf-benefitingGenuine cultural curiosityFrom George... to Jorge Source: Beyond Demographics Latino American Identity Segmentation 2010 GenYLA
  • 21. Term Gen YLAs First Use to Describe Themselves: Country of Origin 52% American 24% Hispanic / Latino 20%SOURCE: PEW HISPANIC CENTER; “BETWEEN TWO WORLDS HOW YOUNG LATINOS COME OF AGE IN AMERICA,” DECEMBER, 2009 GenYLA
  • 22. Highly Embracing Their HeritageOver one-third of Gen YLAs identify with both their Latino and American cultures. SOURCE: MUN2 LANGUAGE STUDY, DECEMBER, 2010
  • 23. The World of the Social YLAWhich of the following best describes your close friends whom you regularly spend time with? SOURCE: MUN2 LANGUAGE STUDY, DECEMBER, 2010 GenYLA
  • 24. Mexicanos en Miami
  • 25. GenYLA
  • 26. The Always-Connected Generation For Gen YLAs technology is the new passport. 94% internet at home 87% 87% own a mobile stream video phone content on the internet What they do. What they have. 61% own a gaming system 73%stream/ listen to music on the internet 63% 73% own a want their laptop friends to be able to reach them 24/7 53% own an iPod or MP3 player SOURCE: MUN2 DIGITAL STUDY DECEMBER 2010 GenYLA
  • 27. What They Listen To Reflects Them
  • 28. Gen YLAs Listen To A Wide Variety Of Music 29% 31% 40%SOURCE: PEW HISPANIC CENTER; “BETWEEN TWO WORLDS HOW YOUNG LATINOS COME OF AGE IN AMERICA,” DECEMBER 2009 GenYLA
  • 29. Activities Performed While Watching TV 37% DO SCHOOL WORK YLAs do it all at the same time. SOURCE: MUN2 LANGUAGE STUDY DECEMBER 2009 80% EAT
  • 30. TV Still Reigns SupremeAmong The Younger Set
  • 31. Gen YLAs Consume Both Spanish And English TV EquallySOURCE: Nielsen Media Research NTIH Live+ Same Day 9/20/10 – 1/30/10 M-S 7PM-11PM GenYLA
  • 32. What They Watch Reflects Them GenYLA
  • 33. Speaking In Either Language…Advertisers Are Taking Notice Taco Bell Commercial
  • 34. Pitbull “Dale…Let’s Get the Party Started” Bud Light commercial
  • 35. Burger King ad Diet Pepsi ad
  • 36. Kahlua is Intriguingly Delicious Kahlua ad
  • 37. A stampede of liquor brands are goingto TV as marketers seek broadawareness for product launches or tobuild new buzz on older brands.TV Advertising: Currently 34% of allmedia spend by category versus 23%in 2005.Cable still gets the bulk of the spend.
  • 38. Explosion In Hispanic TVMakes For Right Time To Invest # of National Hispanic Networks # of National Hispanic Markets Prior to 1996 6 1998 10 2000 25 2002 33 2004 56 TODAY 75+ + Deportes (24hr) Noticias (24hr) (Fall ’12) TOMORROW 41 41
  • 39. Why it matters$827B in annual buying power.$1 Trillion by 2015.YLAs = 1/3 of all U.S. Hispanics.YLAs are re-defining America’spolitics, consumption, media and popculture.More & more iconic brands are targetingthem. Sources: US Census PJ; Global Insight, Inc. Hispanic Market Monitor 2010 GenYLA
  • 40. LET’S TALK ABOUT THESE LATINOSAND THEIR ATTITUDES AND USAGE AROUND SPIRITSLooking at Vodka, Tequila and Whiskey
  • 41. Vodka: The Biggest Selling SpiritAnd Commands the Most Market Share But not as popular yet with the Hispanic Segment. Mintel/Experian Simmons 2011 NHCS 44
  • 42. U.S Born Hispanics Most Likely To Be Vodka Drinkers Mintel/Experian Simmons 2011 NHCS
  • 43. The YLA’s Seen as a Good Source For New Vodka Drinkers Mintel/Experian Simmons 2011 NHCS 46
  • 44. Those Who Are BilingualConsume the Most Tequila Mintel/Experian Simmons 2011 NHCS
  • 45. Whiskey: Little Penetration With Hispanos Mintel/Experian Simmons 2011 NHCS
  • 46. The Latina Spirits Drinker Ways in which consumers drink hard alcohol/distilled spirits, by gender and age, November 2011 % 0 20 40 60 80 Mixed with juice Mixed with soda/soft drinkUsed in a specialty cocktail (i.e. Margarita, Martini, etc.) On the rocks/with ice As a shot Neat/straight up Mixed with tonic Mixed with energy drinks With water In coffee Mixed with milk/eggnog Other Men, 21-34 Men, 35-54 Men, 55+* Women, 21-34 Women, 35-54 Base: 401 Hispanic adults aged 21+ who drink spirits and have internet access *Small sample size, used for illustrational purposes only. 49 Source: Mintel
  • 47. An example of our process and innovation designed to maximize efficiency and generatereturn on investment targeting the Young Adult Hispanic Consumer
  • 48. LATINO FORWARDCA Latino Forward Video
  • 49. It Started With International CARIBBEAN CaribLA is the Second Largest YRI FBU Bahamas Islands Cuba Dom. Rep. US VI Anguilla Anguilla St.. Martin • 47 Countries (We supported 34) Haiti Puerto Rico Antigua Jamaica Barbuda St. Kitts / Nevis Dominica Guadeloupe MartiniqueCENTRAL AMERICA Aruba St. Vincent / the Grenadines St.. Lucia Barbados • 5 Languages Grenada Netherlands Antilles Belize Curacao Trinidad / TobagoGuatemala Honduras SOUTH AMERICA Nicaragua Panama • 290MM Urban Population Costa Venezuela Rica Colombia • 63% of Population under 30 Years of Ecuador Age Peru Brazil •Second Largest YRI FBU $ 1Billion in Sales Bolivia •KFC is + 70% of CaribLA Total Net Sales Chile Argentina Uruguay
  • 50. Enlisted To GenerateMarketing Momentum & SalesHow We Did It!Recommended targeted communications toreach the young adult (21-34) consumer: - Included advertising associated with new product launches - Engaged new properties and tie-ins with movie studios - Worked with the NBA
  • 51. The Bottom Line..? The Bottom Line!
  • 52. We Translated Success from International to Domestic, Too! Leveraging insights gained from our international experience, we engaged our client to target YLAs with campaigns to support new products.
  • 53. KFC Enjoys Highest Share Increase in its History General Market National Hispanic Market Share of Chicken Chain Occasions Share of Chicken Chain Occasions90% 90% 83%80% 80%70% 70%60% 60% 56% 50% 52%50% 47% 46% 44%40% 42% 40% 42% 40% 34%30% 30%20% 20%10% 10%0% 0% 2010 Q 1 2010 Q 2 2010 Q 3 2010 Q 4 2011 Q 1 2010 Q 1 2010 Q 2 2010 Q 3 2010 Q 4 2011 Q 1 KFC Churchs Popeyes Boston Market Chick-fil-A KFC Churchs Popeyes Boston Market Chick-fil-A Hispanic Dollars Working Very Hard for the Brand!
  • 54. Don’t come to me with any of your ideas, I have no time, can’t you see I’m in the middle of a battle?
  • 55. And We’re Right Down the Street, Too! Creative AllianceBrown Forman
  • 56. Thank you! İSalud!For questions or additional information, please feel free to contact Debbie Scoppechio at 502.214.2969 or DebbieS@cre8.com.
  • 57. APPENDIX
  • 58. Hispanics and Alcohol Beverages What we think Hispanics are Hispanics are the fastest growing consumer group in the U.S., with almost every consumer products company vying for their attention by media. Aside from beer companies, most consumer and dollars. The beverage alcohol industry is no exception. But which beverages Hispanics consume is determined by country of origin, product entities have not income, acculturation, and age. Hispanic Millennials are revolutionizing the spirits industry. made adequate investments in Hispanic marketing. Those companies that have investedAmong both sexes, wine consumption increases with age. But as they get olde r, the adequately in this marketupward trajectory is far steeper for Hispanic men than for women. are seeing the results, within their category; they are the preferred brand among Hispanics. Historically, liquor advertising to Hispanics has revolved largely around tequila and beer but today we see vodka and wine advertisers enticing the Hispanic consumer.