0
real multicultural
Cárdenas Marketing Network
• A FULL-SERVICE HISPANIC MARKETING AGENCY
• FROM IDEATION & STRATEGY THROUGH EXECUTION & REPORTING
• LEADER IN HISPANIC E...
OFFICES IN NEW YORK, MIAMI, CHICAGO, LA & TEXAS
MORE THAN 70 FULL-TIME MARKETING PROFESSIONALS
NATIONAL NETWORK OF OVER 40...
our
why
our
core
•Experiential & Event Marketing
•Music and Live Entertainment Production
•Mobile Marketing Tours
•Sponsorship Activation
•...
extended
•CUSTOM VEHICLE FABRICATION
•BRAND STRATEGY AND POSITIONING
•PROFESSIONAL STAFFING
•GRASSROOTS MARKETING
•CELEBRITY TALENT...
event marketing
•EXPERIENTIAL IDEATION
•PRODUCT SAMPLING
•CONCERTS AND FESTIVALS
•EVENT STAFFING
•FESTIVAL PARTICIPATION
•GRASSROOTS PROMO...
•FOOTPRINT DESIGN
•TOUR LOGISTICS
•LEAD GENERATION
•STAFFING
•DIGITAL INTEGRATION
marketing
•VEHICLE DESIGN AND BUILD-OUT
•TOUR ROUTING
•LOGISTICS AND INSTALLATION
•TOUR MANAGEMENT AND STAFFING
•PROMOTIONS / SWEEPS...
retail
•CUSTOMIZED POS DESIGN AND FULFILLMENT
•MERCHANDISING AND DISPLAY
•SHOPPER INSIGHTS
•SITE SELECTION, STRATEGY AND MANAGEME...
launch
activations
Challenge
Capitalize on fútbol excitement generated by the
FIFA World Cup to create buzz amongst soccer
enthusiasts.
Strat...
Executional Elements
•6 Freestyle Soccer Professionals
•2 Brazilian Drummers and 1 Capoeira masters
•Branded tour bus with...
music & live
•PRODUCTION
•VENUE PROCUREMENT
•LOGISTICS
•EVENT BUDGETING
•MUSIC SPONSORSHIP
•ACTIVATION
•TALENT ENDORSEMENTS
•TALENT APP...
ARTISTS
MARC ANTHONY
DON OMAR
CARLOS VIVES
CHAYANNE
DADDY YANKEE
ALEJANDRO SANZ
GILBERTO SANTA ROSA
OLGA TANON
ALEJANDRO F...
CMN produced the first four years of the Festival
Presidente de la Musica Latina in the Dominican Republic.
In 1997,1998, ...
opportunities
sports
•FAN DEVELOPMENT
•DIGITAL
•MERCHANDISE
•TICKET SALES
•RIGHTS TO RADIO/TV
•BROADCASTS WORLDWIDE
•FOUNDATION INVOLVEMENT
•SP...
digital
social media
CMN and their partner company, Searchology, provide
full digital services for experiential and direct marketing
needs. We ...
Challenge
Position Chevy as cool and hip with future drivers
(13+) and their parents. Drive awareness of the new
Chevrolet...
Program Elements:
•Indoor and outdoor footprints with vehicle displays
•Custom program creative deliverables
•Airbrush tat...
Challenge
Launch the product in the Hispanic market in a
way that stands out for the competition and that
truly resonates ...
Executional Elements
•Kick-off party in Los Angeles to introduce the Wrigley/MNT partnership
•Media (national TV, radio, p...
Challenge
Strengthen the Neutrogena relationship with
Walgreens
Strategy
Produce event elements and route all activations ...
Executional Elements
•Samples
•Skin health brochures with Walgreens exclusive coupons
•Stage announcements
•Signage
•Brand...
Challenge:
Engage culturally fused Hispanics to build loyalty
and drive stimulation equity.
Strategy:
Develop and produce ...
Executional Elements
•Fog screen
•Oxygen tunnel
•Oxygen bar
•Gyro 360º
•React-o-meter
•Rain screen
Results
•+200MM impress...
responsibility
•BENEFIT CONCERTS
•CORPORATE CONTRIBUTIONS
•VOLUNTEERING
•FUNDRAISERS
•PERSONAL DONATIONS
Together, Henry Cárdenas & Marc ...
real multicultural
Cárdenas Marketing Network
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  • Edited bullets a bit
  • Added Office in….
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  • ----- Meeting Notes (8/9/13 14:37) ----- Jedd
  • Title Sponsorship of FC Barcelona U.S. Matches U.S. Broadcast Television Game Mark and Trophy Integration of Brand Across Multiple Platforms Retail Activations 1.3 billion viewers On television worldwide 95.1 million in the U.S 43 million Facebook fans 5 million from U.S. & Mexico - More than any other sports franchise in the world 11 million Twitter followers
  • Five-time World Cup Champions Eight-time Copa America Champions Three-time winners of FIFA Confederations Cup Only team to have won championships in four (4) different Continents (Europe, South, North America and Asia) Only national team to have played in every World Cup Finals Current FIFA Ranking: 6 th in the world Iconic player and top scorer: Neymar Da Silva
  • Transcript of "Cmn j j_2013"

    1. 1. real multicultural Cárdenas Marketing Network
    2. 2. • A FULL-SERVICE HISPANIC MARKETING AGENCY • FROM IDEATION & STRATEGY THROUGH EXECUTION & REPORTING • LEADER IN HISPANIC ENTERTAINMENT AND EVENT MARKETING • HONORED WITH 32 AWARDS AND RECOGNITIONS SINCE 2007 Cárdenas Marketing Network
    3. 3. OFFICES IN NEW YORK, MIAMI, CHICAGO, LA & TEXAS MORE THAN 70 FULL-TIME MARKETING PROFESSIONALS NATIONAL NETWORK OF OVER 400 BILINGUAL PROFESSIONALS MORE THAN 2,500 PROMOTIONS AND EVENTS EACH YEAR
    4. 4. our
    5. 5. why
    6. 6. our
    7. 7. core
    8. 8. •Experiential & Event Marketing •Music and Live Entertainment Production •Mobile Marketing Tours •Sponsorship Activation •Retail Activation & National Sampling •Sports Marketing •Integrated Digital Marketing Services •Custom Creative Solutions •Sponsorship Opportunities
    9. 9. extended
    10. 10. •CUSTOM VEHICLE FABRICATION •BRAND STRATEGY AND POSITIONING •PROFESSIONAL STAFFING •GRASSROOTS MARKETING •CELEBRITY TALENT BOOKING •SIGNAGE, PRODUCTION & INSTALLATION •WAREHOUSING & LOGISTICS
    11. 11. event marketing
    12. 12. •EXPERIENTIAL IDEATION •PRODUCT SAMPLING •CONCERTS AND FESTIVALS •EVENT STAFFING •FESTIVAL PARTICIPATION •GRASSROOTS PROMOTIONS •SPECIAL EVENTS •PRODUCT LAUNCHES •PRESS CONFERENCES •RED CARPET EVENTS •CAUSE MARKETING
    13. 13. •FOOTPRINT DESIGN •TOUR LOGISTICS •LEAD GENERATION •STAFFING •DIGITAL INTEGRATION
    14. 14. marketing
    15. 15. •VEHICLE DESIGN AND BUILD-OUT •TOUR ROUTING •LOGISTICS AND INSTALLATION •TOUR MANAGEMENT AND STAFFING •PROMOTIONS / SWEEPSTAKES •STREET TEAMS •LEAD GENERATION
    16. 16. retail
    17. 17. •CUSTOMIZED POS DESIGN AND FULFILLMENT •MERCHANDISING AND DISPLAY •SHOPPER INSIGHTS •SITE SELECTION, STRATEGY AND MANAGEMENT •IN-STORE SAMPLING •CALL-TO-ACTION PROGRAMS •OVER 400 BILINGUAL AMBASSADORS
    18. 18. launch
    19. 19. activations
    20. 20. Challenge Capitalize on fútbol excitement generated by the FIFA World Cup to create buzz amongst soccer enthusiasts. Strategy Engage consumers at retail accounts and high traffic locations to promote Budweiser as the official beer sponsor of the 2010 FIFA World Cup targeting the US Hispanic market.
    21. 21. Executional Elements •6 Freestyle Soccer Professionals •2 Brazilian Drummers and 1 Capoeira masters •Branded tour bus with •Unique premium giveaway •Program backed by POS, radio, mobile and PR Results •11 markets •81 promotions in 31 days •72,900 consumers engaged •11 interviews (Press/TV) •3.5 million estimated impressions
    22. 22. music & live
    23. 23. •PRODUCTION •VENUE PROCUREMENT •LOGISTICS •EVENT BUDGETING •MUSIC SPONSORSHIP •ACTIVATION •TALENT ENDORSEMENTS •TALENT APPEARANCES •PRIVATE CONCERT •TALENT BOOKING CMN produces over 300 concert events per year throughout the U.S. and Latin America, ranging from theatres to stadiums. We can associate brands with high profile and relevant music properties as well as superstars that attract your target consumer. We create and activate custom sponsorship packages and promotional strategies that will help reach your marketing objectives before, during, and after the events
    24. 24. ARTISTS MARC ANTHONY DON OMAR CARLOS VIVES CHAYANNE DADDY YANKEE ALEJANDRO SANZ GILBERTO SANTA ROSA OLGA TANON ALEJANDRO FERNANDEZ JOAN SEBASTIAN MARCO ANTONIO SOLIS ENRIQUE IGLESIAS PITBULL AVENTURA CAMILA JUANES MANA SHAKIRA RICKY MARTIN JUAN LUIS GUERRA TITO EL BAMBINO CELIA “THE MUSICAL”
    25. 25. CMN produced the first four years of the Festival Presidente de la Musica Latina in the Dominican Republic. In 1997,1998, 1999 & 2001 CMN delivered National and International artists for the three day festival and managed all aspects of the show including: Logistics, Transportation, Production, Hotel, Labor, as well as Staging and Lighting. Henry Cardenas and CMN also played a critical role in cutting the live telecast deal within the U.S. and Dominican Republic. Past artists included:
    26. 26. opportunities
    27. 27. sports
    28. 28. •FAN DEVELOPMENT •DIGITAL •MERCHANDISE •TICKET SALES •RIGHTS TO RADIO/TV •BROADCASTS WORLDWIDE •FOUNDATION INVOLVEMENT •SPONSORSHIP ACTIVATIONS •INTERNATIONAL BUSINESS OPPORTUNITIES VS
    29. 29. digital social media
    30. 30. CMN and their partner company, Searchology, provide full digital services for experiential and direct marketing needs. We provide the ability to reach the right audience, at the right time, during their buying and searching cycles. Digital services can operate as independent marketing channels or be used in conjunction with experiential marketing efforts. •DIGITAL MARKETING AND ADVERTISING •PAY PER CLICK MANAGEMENT AND ADVERTISING •DISPLAY ADVERTISING AND RE-TARGETING •COMPETITIVE RESEARCH AND WEBSITE ANALYSIS •SEARCH ENGINE OPTIMIZATION [ON AND OFF-PAGE] •SOCIAL MEDIA MARKETING AND OPTIMIZATION
    31. 31. Challenge Position Chevy as cool and hip with future drivers (13+) and their parents. Drive awareness of the new Chevrolet Cruze and Camaro. Generate leads to build awareness beyond the event. Strategy Align the brand with a hot network TV series, Glee whose audience was a perfect fit for reaching this segment.
    32. 32. Program Elements: •Indoor and outdoor footprints with vehicle displays •Custom program creative deliverables •Airbrush tattoo artists •EDC “Enter to Win” touchscreen engagement •Digital “Sing Along” interactive •Meet & Greet management •Printed Meet & Greet photos Results: •10,887 direct consumer interactions •7,200 branded airbrush tattoos •130,000 on-site consumer impressions •Built a heavy database of consumers through EDC
    33. 33. Challenge Launch the product in the Hispanic market in a way that stands out for the competition and that truly resonates with the target consumer. Strategy Connect with the consumer through one of their major passion points, soccer. CMN negotiated a sponsorship of the high-profile, Mexican National Soccer Team (MNT) making Wrigley’s Extra the official chewing gum of the MNT.
    34. 34. Executional Elements •Kick-off party in Los Angeles to introduce the Wrigley/MNT partnership •Media (national TV, radio, print, PR and OOH) •Branded signage at retail; Custom Shippers and counter displays •Collateral (flyers, posters and counter cards) •Branded signage at games; field boards, jumbo-tron, PA mentions •60 x 30 activation footprint set up outside of the stadiums for sampling •Online sweepstakes •Retail activation with MNT legend Jorge Campos •Player meet and greet after each game Results •Sales increase from previous year and average of 27.3% •Online sweepstakes 92% prize redemption •Best in class execution at retail (Vons, Kroger and Jewel Osco) •Total sponsorship impressions 286MM (2010-2012) Insight The brand gained access to their target via one of the most successful sports brands in North America. This gave the brand credibility and demonstrated that they knew exactly how to connect with their consumer. This sponsorship was so successful that Wrigley acquired the official sponsorship of the CONCACAF Gold Cup.
    35. 35. Challenge Strengthen the Neutrogena relationship with Walgreens Strategy Produce event elements and route all activations to various destination points during the summer when the product would be used the most. Educate the consumer about skin health, provide them with a sample as well as with a coupon redeemable at their local Walgreens.
    36. 36. Executional Elements •Samples •Skin health brochures with Walgreens exclusive coupons •Stage announcements •Signage •Branded tents and brand ambassadors Results •30 event activations in Chicago •600,000 media impressions •20% increase in product sales in surrounding Walgreens stores Insight By bringing the activations direct to the consumer they were able to use the product on-site. That summer Neutrogena was established as the #1 suncare brand at Walgreens.
    37. 37. Challenge: Engage culturally fused Hispanics to build loyalty and drive stimulation equity. Strategy: Develop and produce the ultimate music battle in which undiscovered Latin Pop and Rock bands are launched to stardom. Five bands are chosen to compete at the grand finale followed by a performance by a top notch group.
    38. 38. Executional Elements •Fog screen •Oxygen tunnel •Oxygen bar •Gyro 360º •React-o-meter •Rain screen Results •+200MM impressions •230 participating musicians/artists •Over 300,000 votes •Over 17MM digital page views Insight: The brand created a unique proprietary activation in which the target consumer could feel pride/ownership which ultimately would create brand loyalty. The program ran for 3 years and won the Billboard Latin Music Conference Awards Best Tour Sponsorship Campaign 2011.
    39. 39. responsibility
    40. 40. •BENEFIT CONCERTS •CORPORATE CONTRIBUTIONS •VOLUNTEERING •FUNDRAISERS •PERSONAL DONATIONS Together, Henry Cárdenas & Marc Anthony are leading the effort and developing new facilities for The Orfanato Niños de Cristo in La Romana , Dominican Republic. This new, all boys orphanage is currently under construction and will soon house 100 children in a state-of-the-art 30,000 sq. ft. facility. This effort is made possible by:
    41. 41. real multicultural Cárdenas Marketing Network
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