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San Diego AMA Hispanic Marketing Event Deck

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If you are interested in Hispanic Marketing, especially on the Marketing Segments, please download and give your thought. We present a case of the San Diego County Fair, as well as Hispanics and …

If you are interested in Hispanic Marketing, especially on the Marketing Segments, please download and give your thought. We present a case of the San Diego County Fair, as well as Hispanics and Mobile. Moderator: Frank Cowell, Panelists: Luis Valdivia, Dr. Mary Beth McCabe. Held at National University, 2014.

Published in: Marketing, Business, Sports

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  • 1. Insights Into the Fragmented Hispanic Market Segments
  • 2. Thank you to our wonderful Sponsors
  • 3. Special Thank You o Our sponsor of today’s event
  • 4. President Kirsty Nunez Past President Dan Bishop President-Elect Shelley Callahan Secretary Liz Snyder VP Finance Kathy Townend SD AMA Chapter Leadership
  • 5. VP, Special Events Paul June VP, Collegiate Relations Mary Beth McCabe VP, Analytics & Content Jimmy Page VP, Communications Frank Cowell Co-VP, Programming Amy Muraoka Co-VP, Programming Chelsea Bakewell Co-VP, Sponsorship Andrew Cortez Co-VP, Sponsorship Sterling Doak Co-VP, Membership John Ruzicka Chapter Coordinator Barbara Haines SD AMA Chapter Leadership Co-VP, Programming Linda Phillips Co-VP, Membership Ken Schmitt
  • 6. Upcoming Events o Direct Mail in the New Millennium: Shake up your marketing mix  March 13th at Modern Postcard o CMO Fireside Chat  April 24 o Cause Conference  May 28 o AMY Awards  June 26 at House of Blues
  • 7. Keep In Touch owww.sdama.org o@SANDIEGOAMA ofacebook.com/sandiegoama oLinkedIn
  • 8. San Diego County Fair Hispanic Marketing Program Luis Valdivia Marketing Manager
  • 9. 2010 Hispanic Population United States 50,477,594 16.3% of total Mexican 63% California 14,013,719 37.6% of total Mexican 81.5% San Diego Co. 991,348 32% of total Mexican 87.7% Miami-Dade Co. 1,623,859 65% of total Cuban 52.7%
  • 10. Language Usage Not all Hispanics speak Spanish
  • 11. My Random Reality Checks  Immunization campaign targeting adult women, teenagers  ABC broadcast of soccer World Cup They’re speaking my language:  Blue Cross http://bit.ly/1fkxV0j  Ford http://bit.ly/1hjZZ14
  • 12. Fair Case Study  Hispanic attendance: approx. 36%  Launched Hispanic Marketing in 1994  Longest-running program of any Fair  Target: SD County & Baja California  Goal: increase Hispanic attendance, content, participation  Goal: create working opps. w/Hisp. mktg. partners, NGO’s, CBO’s
  • 13. Fair Case Study  Hispanic Information Officer  Culturally-appropriate messages  Spanish version of Fair Theme  Print, radio, TV, outdoor, online adv.  P.R. – news releases, media relations, community outreach  Spanish website & social media  “Dia de la Familia” – Sunday concerts
  • 14. Fair Case Study  Baja marketing partner - Oxxo  Spanish guide – Enlace/Vida Latina  Plant*Grow*Eat in Tijuana schools  Authentic Mexican artisans daily
  • 15. Adoption of Technology  Spanish-speaking Fair patron with no e-mail  Fair website use, a bilingual team effort  Fair website visits  sdfair.com 8,036,000  feriasandiego.com 68,000
  • 16. Hispanic Market segments Presented for American Marketing Association 2.27.14 Dr. Mary Beth Mccabe
  • 17. Hispanics are mobile Focused Source: McCabe, International Journal of Mobile Marketing, Jan 14
  • 18. Selecting your Segment Starting Knowledge • US HISPANIC POPULATION • CONCENTRATED IN URBAN AND RURAL AREAS • CONCENTRATE ON ONE to THREE SEGMENTS •NEW TO COUNTRY •SPANISH DOMINANT •NEED BRAND KNOWLEDGE FIRST GENERATION (1ST) •EDUCATION ORIENTED •DRIVEN TO ACHIEVE •WANT TO FIT IN SECOND GENERATION (2ND) • HIGHER SOCIO ECONOMIC STANDING •DEMAND FOR BETTER QUALITY AND SERVICE •LESS PRICE SENSITIVE THIRD GENERATION (3RD) •HIGH INCOME LEVEL •DEMAND PERFORMANCE AND CONVENIENCE •PURCHASE EXPENSIVE PRODUCTS HIGH EARNERS (Hi) •CAUTIOUS IN THE WAY THEY SPEND THEIR MONEY •DEMAND CHEAP, LOW-PERFORMANCE, AVERAGE CONVENIENCE PRODUCTS •FUTURE GROWTH RATE COULD EXCEED FORECASTS. SAVERS (SA)
  • 19. Brand Segmentation Cases •Segment target – 1st, 2nd gen. Moms & Grandmoms •Attributes – Food was 1, 2, 3 baby age levels, Number of Flavors, packaging GERBER BABY FOODS •Segment target -- Professional and High Earners •Attributes -- Home Features, Design, Location, Distance to Mexico PARDEE HOMES KIDS OUTLET KIDS OUTLET • Segment target – Moms, Savers, ( 1 & 2ND gen) • Attributes -- Seasonality, Special Events More $ than Beechnut, grocery chain distribution. Higher quality, and already created for the geographic market. Undeveloped market. First in market to have a strong market share. MEXICO ESPECIAL Segment target- 1st and 2nd gen. Males 18-30 who want to talk to Mexico, send money home Attributes – low income, convenience stores, little/no smartphone usage