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Euro America 2005 Euro America 2005 Presentation Transcript

  • Euro America 2005
    • facts, figures, trends and market profile –
    • Author:
    • Romulus Stoian/Clear Channel Outdoor
  • Summary:
    • 1. Positioning Euro America
    • 2. The purchasing power
    • 3. The US market of European Products and Services
    • 4. Multi-Ethnic advertising concepts
    • 5. Multicultural ad-agencies
  • 1. Positioning Euro America
    • 1.1. 200 million Americans are connected to their European background.
    • In this chapter I’m developing reports and national research from Census Data 2000 tallied to European Ethnicity and Ancestries. You will find information about the major European communities, concentration of European population in the Top 25 Us markets and percentage of Europeans reported to total population in the most important US DMA’s.
    • Paul Sladkus International (PSI), one of the biggest full-service multicultural marketing/advertising company, organized in March 2005 the first national conference to explore opportunities to market directly to over 200 million Americans connected to their European Background.
    • Based on Census Data (latest research is dated 2000), the total number of Europeans living in Unites States is 153,941,522.64.
    • Related to PSI, in almost 5 years the number of Euro-Americans increased with 50 million, became a very fast growing ethnicity.
  • 1. Positioning Euro America
    • According to US Wikipedia Encyclopedia, the majority of the 295 million people currently living in the United States descend from European immigrants who have arrived since the establishment of the first colonies. Major components of the European segment of the United States population are descended from immigrants from Germany (15.2 percent), Ireland (10.8 percent), England (8.7 percent), Italy (5.6 percent), Scandinavia (3.7 percent) and many immigrants also coming from Slavic countries.
    • Other significant immigrant populations came from eastern and southern Europe and French Canada; few immigrants came directly from France. These numbers, however, are inaccurate as many citizens listed themselves as "American" on the census (7.2 percent). See Census Data reseach *.
    • A county by county map of plurality ethnic groups reveals that the areas with the largest "American" ancestry populations were mostly settled by English, Scottish, Irish and Welsh (the percentages of whom should consequently be slightly larger).
    • * Number of ethnic-population and percentages will be added by request
  • 1. Positioning Euro America
    • 1.2. The largest European communities are living in the Top 25 US markets.
    • By Census Data 2000, the largest European ethnic group in America is German followed by Irish, Italian, French and North European.
    • Germans: 42,888.209 (14,96 % of US population)
    • Irish: 34,839.185 (11,61% of US population)
    • Italian: 15,717.630 (5,50 % of US population)
    • French: 10,657.497 (3,55 % of US population)
    • North European: 10,273.564 (3,43 % of US population)
    • Polish: 8,975.512 (3,10 % of US population)
    • Eastern European and Baltic: 8,104.882 (2,70 % of US population)
    • Western European: 6,354.350 (2,11 % of US population)
    • Scottish: 4,889.352 (1,70 % of US population)
    • Dutch: 4,579.458 (1,65 % of US population)
    • British: 2,989.193 (0,94 % of US population)
    • Russian: 2,663.639 (0,89% of US population)
    • Arab/Israeli/Palestinian: 2,517.111 (0,83 % of US population)
    • Greek: 1,152.916 (0,40 % of US population)
  • 1. Positioning Euro America
    • 1.3 . By number of European concentrations, the Top 25 markets in the United States are:
    • New York - Boston
    • Chicago - Cincinnati
    • Los Angeles - Dallas-Ft. Worth
    • Detroit - Phoenix
    • Indianapolis - Sacramento
    • Minneapolis - Cleveland
    • Philadelphia - Denver
    • Portland - Houston
    • San Francisco - Miami
    • Washington - Orlando
    • Pittsburg - Seattle
    • Tampa - Atlanta
    • St. Louis
    • Top 5 largest European communities (German, Irish, Italian, French and North Europeans) are living in: New York City, Los Angeles, Chicago, Philadelphia and Boston. These DMA are the most favorite European-style cities in the United States.
  • 1. Positioning Euro America
  • 1.Positioning Euro-America
    • 1.4 Based on Scarborough Instant Qualitative Profile, we defined a qualitative population of 158,602,505 Non-Hispanic white people (named Caucasians).
    • 48,7 % are male, 51%, female.
    • Age levels : 20,5 % of targeted population is 65 +, 19,9 % is between 45 – 54 and 19,4 % is between 35 – 44.
    • 49,9 % are working full-time jobs, 14,5 % part-time, 17,6 % are retired and 2,1 % are students.
    • Income level: 31,5 % of targeted population are making 75 k +, 20,9 % are making between 35 – 49 k and 20,3 % are making between 50 – 74 k annually.
    • Occupation Summary: 41,8 % are white collar workers, 22,6 % are blue collar
    • Highest education level : 36,0% are High School graduated, 29,4 % have some college and 26,3 % are college graduated or more
    • 64 % have no child under 18 in Household and 15.4 % have one child.
    • 76,5 % are owning or renting a home/residence and 16,5 % are making 100 k +
  • 2. Purchasing Power
    • 2 trillion dollar multicultural marketplace
    • Michael D. Lee, MBA, President of Ethno Connect, an internationally-recognized multicultural sales firm and consultant, is evaluating the multicultural marketplace (African American, Hispanic, Asian and European) to 2 trillion dollars . Michael is an internationally-recognized multicultural sales expert and consultant. He managed large multicultural sales forces, was a Marketing Director for State of California and wrote several books on culture and sales. He says, multi-cultural diversity presents both challenges and huge opportunities for corporations and real estate today. There are over a million new immigrants entering the United States every year.
    • Multicultural marketing is dynamic, changing and evolving to reflect the explosive growth and increasing diversity within ethnic markets. Population growth and economic force tell a powerful story. The African American, Hispanic, Asian and European ethnic groups have a combined buying power of over a trillion dollars and minority populations are fast becoming the majority population in major markets. Not only is this trend fueled by the growth of traditional ethnic segments but a growing influx of immigrants from Russia, Poland, Eastern Europe and the Middle East continues to shift the mainstream view of how to define ethnic markets.
  • 2. Purchasing Power
    • According to a market research made by Global Advertising Strategies, between November 2003 and February 2004, involved surveying nearly 1500 Central and Eastern European-American consumers via phone, Internet and print questionnaires - U.S. wireless telecommunications carriers and related companies are virtually ignoring the Central and Eastern European-Americans who make up a US $1.3 billion market.
    • The results of the two studies indicate that despite the huge revenue potential, major wireless providers and handset manufacturers dedicate almost no marketing resources against this ethnic group and are only addressing it as an unintended consequence of mainstream marketing efforts.
    • Global Research found Central and Eastern European-Americans are a diverse enough group that if one carrier were to embark on an effort to become a market leader, it would have to target at least three key demographics within that market. In fact, don't realize the size of the Central and Eastern European-American wireless market, and they market to it indirectly by allocating budgets to dealers rather than speaking directly to the consumers.
    • By Rupa Ranganathan, Ethnic Strategist and Senior Vice President of Strategic Research Institute, ethnic marketing has paid off for major marketers. But, then, it is also changing rapidly, forcing innovation and strategic integration.
    • * A Scarborough purchasing power target profile will be added by request
  • 2. Purchasing Power
    • Case Study conducted by Global Advertising Strategies
    • Target market: Eastern Europeans
    • Product: Cell phones
    • Wireless Companies severely undeserving $1.3 billion ethnic market, according to Global Advertising Strategies. For example, Russian-Americans favor T-Mobile because it has the cheapest plan with few to no hidden charges, even though its connectivity quality is claimed to be poor; while a majority of Ukrainian-Americans choose AT&T Wireless (in present, Cingular) for its customer service, and Polish-Americans choose Sprint PCS because they consider it good value for the money.
    • Global also found that because wireless carriers don't address the Central and Eastern European-American market at the calling plan feature level, they may be losing out on a potential revenue stream because the majority of Central and Eastern European-Americans tends to place international calls over mobile handsets using calling cards or alternative long distance carriers. (see in Chapter 4 /Services)
    • "By improving their understanding of this market and then implementing specific marketing messages and tactics that respond to the needs and desires of Central and Eastern European-Americans, one carrier and one equipment vendor could easily dominate this valuable market," said Givi Topchishvili, Global Advertising Strategies' CEO.
  • 3. European products and services
    • Talking about a multi-ethnic market, I’m developing a wide array of products and services. But, one of the most important tools targeting ethnic population is “ bilingualism ”.
    • The language is a valid marketing venue.
    • Multicultural Products:
    • The biggest players in the market are the packaging goods companies and beverages (importers, retailers, franchisers) IT industry, automotive, satellite and telecommunications, electronic device producers, furniture manufacturers, music, cinematography, ceramic tiles and bath product, cosmetics and beauty care products grocery and retailing, sports products and apparel, ethnic-media, airline companies, etc.
    • Multicultural Services:
    • legal services and immigration, schools and childcare, education and training, business consulting, family planning, healthcare, real estate and financial, banks, insurance and mortgage, international money transfer, churches and religious services, international phone lines and pre-paid calling card services, human resources, tourism, etc.
    • Top 15 packaging goods, probably the famous-recalled brands are: Dr. Oetker, Maggi, Hagen Dash, President, Danon, Krinos, Jacobs, Milka, Nutella, Tic Tac, Toffifee, Barilla, Raffaelo, Vegeta, Haribo.
    • Top 15 beverages, probably the famous-recalled brands (alcohol and soft drinks) are: Heineken, Metaxa, Grey Goose, Carlsberg, Beck’s, Guinness's, Red Bull, Stolichnaya, Absolut, Perrier, San Pellegrino, Finlandia, Jagermeister, Martini & Rossi, etc.
    • * A complete list of products and services will be added by request
  • 3. European products and services
    • One of the most important field is the multi-ethic service industry. A top leader industry targeting desired consumers by ethnic written press and magazines, radio, television and direct mail.
    • Companies and organizations such as legal services, immigration, education, consulting, healthcare, insurance, real estate, international phone service providers or real-estate are spending generous budgets targeting niche consumers. One of the top used media is written press.
    • Is there a trend in the grocery industry to promote premium packaging goods such as finest imported cheese brands (French Camembert), various Italian sausage specialties, top dollar deli brand names, German authentic Bavarian wurst, the real polish sausages, the finest Greek feta cheese, Dutch delicious cash products, etc. Along with the finest European products, same industry is developing the organic, natural products. Messages like “Fresh Roma tomatoes grown on the farms”, “natural milk brought you from the village”, “100% organic eggs” are visible every-day in our grocery stores.
    • Millions of ethnic grocery and food stores across America are deserving top-recalled European products, from all kind of beverages to sweets, meat and canned fruits and vegetables. Thousands of ethic-cuisine restaurants are selling top imported wines, wide range of beers and multitudes of well-known liquor brands.
  • 3. European products and services
    • I see two directions in this industry. First, promoting top recalled European brands to ethnic groups and general market and second, promoting a general market product to ethnic groups. See examples.
    • 1. Promoting a “new product introduction concept ” deep into the ethnic market. Targeting consumers who already know the product as a major European brand name. A bilingual brand awareness promotion will be effective and will create an impulse to action. Imagine a top French mineral water imported in the US. Nobody will know about the product better than the French community. They will be the first consumers generating the buying process and the free advertising addressed to a general market. Outdoor will play a key role in the branding process reaching desired ethnic groups in the top French communities. The list of imported products in brand awareness status is huge and will continue with other major examples.
    • - Aldi Foods. A German based convenient grocery store concept. 500 stores around the nation. Building brands, reaching the market with brand new imported beers. www.aldifoods.com
    • - Kappa/Puma/Diadora/Hummel (sports apparel). Branding process. Targeting also a general market based on brand recognition.
    • - Milka, Jacobs, Nuttela, Tic Tac (sweets and chocolate), Stella Artois, Carlsberg, Tuborg (beers), Power Horse, Red Bull (energy drinks), Smart (automotive) are other examples of top recalled brand names reaching Euro Americans and general market.
    • 2. General market products , like cell phone providers (see the example on page 10), being promoted to a different ethnic group. The message could be multilingual. Other examples: Insurance, Immigration, Banks, Money Transfer, Airlines, Insurance, Education, Tourism.
    • * More case studies and articles will be added by request
  • 4. Multi-Ethnic advertising concepts
    • Ethnic marketing is extremely promising into the 21st century .
    • A survey of top multicultural marketing experts reveals the future of ethnic marketing is extremely promising into the 21st century. The survey, conducted by Erlich Transcultural Consultants (ETC), a research firm, and Multicultural Marketing Resources, Inc., a public relations and marketing company, polled 43 top national opinion leaders about the state of the industry. The survey, showed a lot interesting point of views (I will expose the most important ones):
    • more than three-quarters of respondents predict consumer marketing firms will increase marketing to ethnic consumers over the next five years. Ethnic budgets will increase by 10 percent or more. Nearly half of respondents believe the budgets will increase by 25 percent or more within the next five years
    • the biggest issue for ethnic marketers is "obtaining top management commitment to ethnic marketing
    • corporations need to be educated on the importance of the ethnic market and how to better reach these consumers;
    • Respondents predict multicultural marketers and advertisers will be focusing their energies on industries with the most growth potential - telecommunications, packaged goods, health care, financial services and cosmetics and beauty products.
  • 4. Multi-Ethnic advertising concepts
    • No future for "one size fits all” ad-campaigns
    • As markets become more competitive and saturated, new corporations are commencing multicultural efforts in search of new customers and long-term multicultural marketers are tapping into these additional ethnic markets by creating communication messages tailored to their culture and in their own languages.
    • Companies are learning from past mistakes and now are working with professionals to develop materials that are not simply translations of English text, but materials that are designed to appeal to the various ethnic groups in their own terms.
    • Multicultural marketing will move from a niche perception to much more of a mainstream perception.
    • Specialization in the culture of very narrowly defined consumer groups and understanding and ethnic marketing vis-à-vis language preference and acculturation.
    • The "de-niching" of multicultural marketing; greater sophistication, a more integrated approach to reaching the multicultural audience which includes not only advertising but public relations, events, tie-ins with local organizations.
    • The importance and relevance of ethnic media will be recognized as the optimal environment to most effectively reach multicultural audiences
  • 4. Multi-Ethnic advertising concepts
    • Ethnic holidays - conclusions expressed by Saul Gitlin, Director of Strategic Marketing Services, Kang & Lee Advertising Inc, Isabel Valdés, President of Market Connections Group, Cultural Access Worldwide and Howard Buford, President, Prime Access, Inc)
    • Major cultural festivals and holidays represent unique opportunities for marketers to speak to consumers at culturally relevant events and community venues. With the holiday season approaching, this is the time that astute marketers review possible tie-ins with Hispanic, African-American, European and Asian-American holidays, showing these key consumer groups that their business is important by acknowledging the holidays that are important to them.
    • Marketers that want to establish a relationship with ethnic communities need to address these communities not only when they want to sell or promote services but to acknowledge the important cultural aspects of these communities. Acknowledging cultural events and holidays is a way to build a bond, a way to show commitment and a way to recognize their diverse lifestyles. The holidays are good opportunities to greet consumers and offer special sales or promotions connected to the holidays
    • Urban-multiethnic music . Ethnic groups have contributed to the unique culture in this country. Music is a prime example of an industry that has felt the impact of urban influence. Bilingual, bicultural youth have particular challenges to face, they are pulled to embrace the new culture while remaining true to their culture of origin.
    • * More case studies, articles and a list of ethic holidays, national events and happenings will be added by request
  • 5. Multicultural ad-agencies
    • According to Advertising Age, in 2003, the revenue of multicultural specialty advertising and marketing agencies in US reached 300 million dollars . Reported to 2003, the revenue increased overall with almost 9 %.
    • By revenue, see top 10 multicultural agencies (companies listed in Advertising Age)
    • Global Hue (57 million dollars in revenue) (Indy)
    • Broomley Communication (33 million dollars in revenue) (Publicis)
    • Bravo Group (31 million dollars in revenue) (WPP)
    • Burrell Communications Group ( 26 million dollars in revenue) (Publicis)
    • Carroll H. Williams Advertising (25 million dollars in revenue) (Indy)
    • Dieste, Harmel and Partners (23 million dollars in revenue) (Omnicom)
    • UniWorld Group (21 million dollars in revenue) (WPP)
    • Zubi Advertising Services (17 million dollars in revenue) (Indy)
    • La Agencia de Orci & Associados (14,2 million dollars in revenue) (Indy)
    • A Partnership (9,7 million dollars in revenue) (Indy)
  • 5. Multicultural ad-agencies
    • See bellow more full-service advertising, marketing, PR and media buying agencies (not listed in Advertising Age) specialized in US Eastern European markets, African American, Hispanic and Asian
    • Global Advertising Strategies
    • DCD Interactive Marketing
    • International & Ethnic Communications (I&EC),
    • Muse
    • - The Market Connections Group, Access Worldwide Comm.
    • - The New America Strategies Group
    • - Hispanic & Asian Marketing Communication Research, Inc.
    • - Kang & Lee Advertising
    • - Erlich Transcultural Consultants
    • - Market Development, Inc.
    • - Prime Access, Inc
    • - López Negrete Communications
    • - Global Lead,
    • - Language Line Services
    • GlobalWorks Group
    • Aspen Marketing Services
  • 5. Multicultural ad-agencies
    • Strategic Research Institute
    • Euro RSCG Worldwide
    • IW Group
    • Ten Communications
    • Octagon
    • Arnell Group
    • Bernard Hodes Group
    • Footsteps
    • Osmosis Media Lab
    • Spike DDB
    • Tapestry
    • Mosaica
    • * Contact information will be added by request
  • Special thanks
    • Andrew Marcus , VP Director of Research Clear Channel ( research )
    • Polley Carolyn , Senior Market Research Specialist ( research )
    • Tony Dailey , VP Multicultural Sales and Marketing ( ideas & insight )
    • Lisa Skriloff , President Multicultural Marketing Resources INC. ( case studies, research )