Engaging the Hispanic Consumer      with Front-Door MarketingComercialización   Perfil   Orientación   Asignación   Monito...
Meet— 10 years experience in Front-Door Media and Marketing Services —               — Category pioneer and innovator —   ...
Preferred and trusted by  top national brands                           3
The Hispanic Market  • 50.5 million Hispanics in the US1          – The largest minority group (16.3% of the total US popu...
Cultural Relevancy MattersDifferences in dialects, food, acculturation level, and values can     impact a marketing campai...
Why Front-Door Marketing?                      What is Front-Door Marketing?“A highly specialized and measurable disciplin...
Hispanic Shoppers are Responsive to                Incentives and Offers                     6 out of 10 Hispanic househol...
Front-Door Marketing reaches Hispanicconsumers to solve marketing challenges             — Traffic Generation —           ...
Features and Benefits                of Front-Door Marketing    — Features —                          — Benefits —       H...
Front-Door Media ProductsPowerHangers™      PowerShopperTM   PowerPersonalization™     PowerSamplingTM   Specialty        ...
The “Science” of Front-Door              Marketing“Tightly integrated blend of marketing expertise, proven direct-    resp...
MarketingWe create relevant, dynamic front-door campaigns that    resonate with your target Hispanic audience.           —...
Methodologies     Profiling I Targeting I MappingGeographic information combine with psychographic and expenditure    data...
Methodologies      Profiling I Targeting I Mapping   Measure and identify:• Category involvement   – Expenditures   – Usag...
Methodologies                     Profiling I Targeting I Mapping                                                         ...
MethodologiesProfiling I Targeting I Mapping                 — Visualizing market coverage —                   — Precise a...
MonitoringDuring Campaign I Post Campaign                                  — Guaranteed delivery —                        ...
MonitoringDuring Campaign I Post Campaign  — Geo-targeting and mapping with Bing maps —                                   ...
MonitoringDuring Campaign I Post Campaign     — PowerTrakker (client extranet) —                                          19
MetricsBecause our media is trackable, we can help you measure:           — Cost per coupon redeemed —                — Co...
Engaging the Hispanic Consumer   with Front-Door Marketing            Thank You! Questions?                        Contact...
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Engaging the Hispanic Consumer with Front-Door Marketing

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Identify, reach, and engage the Hispanic audience with relevant front-door marketing and amplify your campaign results.

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Engaging the Hispanic Consumer with Front-Door Marketing

  1. 1. Engaging the Hispanic Consumer with Front-Door MarketingComercialización Perfil Orientación Asignación Monitoriendo Médidas 1
  2. 2. Meet— 10 years experience in Front-Door Media and Marketing Services — — Category pioneer and innovator — — 2011 Inc.’s 500 | 5000 List of Fastest-Growing Private Companies in America — — Over 1,500 campaigns produced and delivered — — Broad ranging industry experience — — Energy Efficiency Solutions division founded in 2009 — — Preferred partner for nation’s top brands and agencies — — North American distribution — 2
  3. 3. Preferred and trusted by top national brands 3
  4. 4. The Hispanic Market • 50.5 million Hispanics in the US1 – The largest minority group (16.3% of the total US population) – 43% Hispanic population growth (+15 million) since the last 2000 Census vs. non-Hispanic growth of 5%1 – There are 33.3 million Hispanics age 18 and older1 – Hispanic youths represent nearly 25% of the US youth group (under age 18)1 • Hispanic buying power in 2010 exceeded $1 trillion2 – By 2015, spending power of the Hispanic population is estimated to reach $1.3 trillion2Source: 1 2011 US Census 2 2011 Packaged Facts "Latino Shoppers: Demographic Patterns and Spending Trends among Hispanic Americans, 8th Edition" 4
  5. 5. Cultural Relevancy MattersDifferences in dialects, food, acculturation level, and values can impact a marketing campaign and should be considered. Example Tropicana named its orange juice Jugo de China for sale in Puerto Rico. However, to Cubans living in Miami, the phrase Jugo de China translates into “Chinese Juice”. Take-Away Even though Spanish is the common language, local colloquialisms and idioms might not translate from one Hispanic subgroup to the next. 5
  6. 6. Why Front-Door Marketing? What is Front-Door Marketing?“A highly specialized and measurable discipline that uses creative, precisely targeted media to reach and engage consumers through one of the last uncluttered environments — their front door.” Reach Engage Target and find your best Hispanic Deliver relevant promotional offers to prospects by combining geo- the Hispanic market—a segment thatdemographic and psychographic data already highly values coupons 6
  7. 7. Hispanic Shoppers are Responsive to Incentives and Offers 6 out of 10 Hispanic households use coupons1 62% of Hispanic Mom Internet Users say that offers and coupons influence their choice of stores to purchase products2 Female Hispanic shoppers, in particular, rely on all types of coupons and shopper cards3Source: 1 2009 SMRB study 2 2010 www.emarketer.com 3 2010 Issue 5.10 of “The CheckOut”, The Integer Group and M/A/R/C Research 7
  8. 8. Front-Door Marketing reaches Hispanicconsumers to solve marketing challenges — Traffic Generation — — Awareness/Branding — — Acquisition — — Retention — — Market Expansion — — Competitive Blunting — — New Product Launch — — Grand Openings — — Trial — — Loyalty — 8
  9. 9. Features and Benefits of Front-Door Marketing — Features — — Benefits — Highly targeted Reaches best prospects Solo delivered Uncluttered & category exclusivity “Must-touch” interactivity High ad readershipHigh visibility “mini-billboard” Immediate message delivery Quick speed-to-market Fast program results Trackable Measurable ROI Versatile medium Branding and direct response capability 9
  10. 10. Front-Door Media ProductsPowerHangers™ PowerShopperTM PowerPersonalization™ PowerSamplingTM Specialty Co-Op Polybag Online Lead Generation Sample and CouponFront-Door Media Program Delivery 10
  11. 11. The “Science” of Front-Door Marketing“Tightly integrated blend of marketing expertise, proven direct- response methodologies, leading-edge monitoring and campaign metrics.” This combination is unique to Power Direct. 11
  12. 12. MarketingWe create relevant, dynamic front-door campaigns that resonate with your target Hispanic audience. — Front-door marketing strategy — — Creative consulting for copy, design, offer — Maintain client objectives and brand positioning in message (both Spanish and English) — Promotional ideas and partnerships — — Dynamic testing recommendations — 12
  13. 13. Methodologies Profiling I Targeting I MappingGeographic information combine with psychographic and expenditure data find your best Hispanic customers and prospects Only quality data and segmentation sources Nielsen Claritas I Experian I MRI 13
  14. 14. Methodologies Profiling I Targeting I Mapping Measure and identify:• Category involvement – Expenditures – Usage frequency – Brand awareness• Attitudes and values affecting category behavior – “Most likely to…” 14
  15. 15. Methodologies Profiling I Targeting I Mapping RADIO/TV/OTHER COMPUTER & MOBILE % SPEAK ELECTRONICS % POP SOFTWARE MED FAMILY HH/SQ CBSA HH EST 09 % HISPANIC MED AGE % FAMILIES PHONE SPANISH STORES 35-54 STORE INC MILE EXP/HH/MO EXP/HH/MO EXP/HH/MOMiami-Fort Lauderdale et al, FL 247 83.46 75.70 27.29 50.20 $35.76 26.35 $13.15 $60.08 $37,857.14 1,043.38Miami-Fort Lauderdale et al, FL 987 82.81 78.49 32.91 46.10 $33.10 26.27 $12.49 $63.37 $43,596.15 1,583.36Miami-Fort Lauderdale et al, FL 2,302 79.26 68.22 27.36 48.83 $29.66 26.05 $10.91 $52.68 $33,308.16 3,862.50Miami-Fort Lauderdale et al, FL 613 78.01 75.39 30.54 55.79 $31.29 26.99 $11.51 $59.31 $35,858.43 1,570.47Miami-Fort Lauderdale et al, FL 1,377 68.35 67.17 31.83 40.74 $27.94 28.05 $10.25 $53.43 $31,833.33 3,649.64Miami-Fort Lauderdale et al, FL 184 68.07 64.15 37.25 42.93 $29.92 31.27 $11.16 $57.41 $44,545.45 2,090.91Miami-Fort Lauderdale et al, FL 216 67.44 46.37 25.15 49.54 $34.84 20.71 $12.83 $61.07 $27,833.33 948.30Miami-Fort Lauderdale et al, FL 3,334 67.18 67.73 29.67 50.72 $35.01 26.98 $13.35 $65.89 $44,754.34 1,931.60Miami-Fort Lauderdale et al, FL 1,451 66.01 62.60 25.48 55.27 $26.18 25.47 $9.65 $51.12 $28,056.99 2,139.85Miami-Fort Lauderdale et al, FL 1,033 63.27 49.42 30.01 47.43 $23.09 26.75 $8.35 $51.14 $26,140.94 2,405.66Miami-Fort Lauderdale et al, FL 385 62.78 49.65 33.99 34.03 $25.78 32.25 $9.18 $47.43 $27,976.19 1,966.16 — Block-group analysis indexes your highest propensity shoppers — 15
  16. 16. MethodologiesProfiling I Targeting I Mapping — Visualizing market coverage — — Precise area mapping — 16
  17. 17. MonitoringDuring Campaign I Post Campaign — Guaranteed delivery — — Multiple levels of in-field auditing — — GPS walker-level tracking — (A Power Direct exclusive) Handheld GPS tracker 17
  18. 18. MonitoringDuring Campaign I Post Campaign — Geo-targeting and mapping with Bing maps — 18
  19. 19. MonitoringDuring Campaign I Post Campaign — PowerTrakker (client extranet) — 19
  20. 20. MetricsBecause our media is trackable, we can help you measure: — Cost per coupon redeemed — — Cost per inquiry — — Cost per sale — — Incremental traffic — — Increased visit frequency — — Increased average transaction value — 20
  21. 21. Engaging the Hispanic Consumer with Front-Door Marketing Thank You! Questions? Contact Us at 877-737-8977 or info@powerdirect.netMarketing Profiling Targeting Mapping Monitoring Metrics

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