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Example of Successful Marketing Model	


P

PRODUCT

PRICE

P

P

PLACE

P

PROMOTION
Why we need a new marketing model	

Innovation	


Technology	


Community
and Content	


Social Listening and Research	

C...
“Latinized” Marketing model for era of social media™	

scuche a su audiencia (listen to your audience)	

	

perimente como...
scuche a su audiencia
(Listen to your audience)
scuche: Listen for Marketing Trends	

Salsa (red) versus Ketchup (blue) 	


Source: Google Trends 2013
scuche: Listen for Marketing Trends	

Tacos (blue) versus Hamburgers (red)	


Source: Google Trends 2013
scuche: Listen for Marketing Trends	

Tabasco (Yellow) versus Hot Sauce (red) versus Sriracha (blue) 	


Source: Google Tr...
scuche: Listen for Marketing Trends	

Food Trucks (blue) 	


Source: Google Trends 2013
scuche: Listening for Influencers
The Rules of Social Media Were Actually Written
Long Before the Internet	

Malcolm Forbes	

	

“To seduce almost anyone, a...
eXperimente como usuario, a través de "perfiles”	

(Put yourself in the shoes of the user, using profiles)
eXperimiente como usuario - Profiles	


Nurse’s perspective
	


Patient’s perspective
	


Prefers to remove bandages quickl...
eXperimiente como usuario - Profiles	


Company perspective	


Customer perspective
Develop your strategy using user profiles	

•  Your goal	

•  Target audience(s)	

•  Your message	

•  Social platforms	

...
Profiles Help Us Avoid Monolithic Thinking	


“Ms. Davis, get us some binders full of Latinos.”
User-Centered Design and Marketing
User-Centered Design and Marketing
ntegrate your communication channels
ntegrate Multicultural Marketing
ntegrate Multicultural Marketing
ransform your audience into communities
Magnetic Content
attracts
customers.
ransform your audience into Communities
ransform your audience into communities
ransform your audience into communities	


Capturing the stories of multicultural employees and founders
ptimize
ptimize	


To improve is to change;	

	

To be perfect is to	

	

	

change often	


	


	


	

- Sir Winston Churchill
Fashion Retailer C&A Displays Facebook
‘likes’ for Items in its Real-World Stores
Brand Sends Free, Personalized Recipes via
Twitter
“Latinized” Marketing model for era of social media™	

scuche a su audiencia (listen to your audience)	

	

perimente como...
What’s Next?
Gracias!	

Joe@Kutchera.net 	

	

	

	


Free copy of book for first 	

5 people to sign up for 	

free advisory session on...
ANA Multicultural - How to listen to, engage and develop content for multicultural audiences on social media - November 2013
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ANA Multicultural - How to listen to, engage and develop content for multicultural audiences on social media - November 2013

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Learn how to identify Latino, African-American, and Asian influencers online and develop culturally customized content that can attract your target audience to social platforms and retail stores. The best place to reach both targeted and total market influencers online is when they photograph products on Instagram, check into retail stores and restaurants on Foursquare, and search for products from retail aisles on their cell phones. This presentation will outline how your company can track emerging cultural trends; and tell better stories to engage audiences on your website, social media properties, and in retail stores.

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ANA Multicultural - How to listen to, engage and develop content for multicultural audiences on social media - November 2013

  1. 1. Example of Successful Marketing Model P PRODUCT PRICE P P PLACE P PROMOTION
  2. 2. Why we need a new marketing model Innovation Technology Community and Content Social Listening and Research Changing Demographics of America
  3. 3. “Latinized” Marketing model for era of social media™ scuche a su audiencia (listen to your audience) perimente como usuario (put yourself in shoes of user) ntegrate your communications channels ransform your audience into communities ptimize
  4. 4. scuche a su audiencia (Listen to your audience)
  5. 5. scuche: Listen for Marketing Trends Salsa (red) versus Ketchup (blue) Source: Google Trends 2013
  6. 6. scuche: Listen for Marketing Trends Tacos (blue) versus Hamburgers (red) Source: Google Trends 2013
  7. 7. scuche: Listen for Marketing Trends Tabasco (Yellow) versus Hot Sauce (red) versus Sriracha (blue) Source: Google Trends 2013
  8. 8. scuche: Listen for Marketing Trends Food Trucks (blue) Source: Google Trends 2013
  9. 9. scuche: Listening for Influencers
  10. 10. The Rules of Social Media Were Actually Written Long Before the Internet Malcolm Forbes “To seduce almost anyone, ask for and listen to his opinion.”  Dale Carnegie on “How to Win Friends” •  Be a good listener •  Encourage others to talk about themselves
  11. 11. eXperimente como usuario, a través de "perfiles” (Put yourself in the shoes of the user, using profiles)
  12. 12. eXperimiente como usuario - Profiles Nurse’s perspective Patient’s perspective Prefers to remove bandages quickly Prefers bandages removed slowly
  13. 13. eXperimiente como usuario - Profiles Company perspective Customer perspective
  14. 14. Develop your strategy using user profiles •  Your goal •  Target audience(s) •  Your message •  Social platforms •  Media plan
  15. 15. Profiles Help Us Avoid Monolithic Thinking “Ms. Davis, get us some binders full of Latinos.”
  16. 16. User-Centered Design and Marketing
  17. 17. User-Centered Design and Marketing
  18. 18. ntegrate your communication channels
  19. 19. ntegrate Multicultural Marketing
  20. 20. ntegrate Multicultural Marketing
  21. 21. ransform your audience into communities
  22. 22. Magnetic Content attracts customers.
  23. 23. ransform your audience into Communities
  24. 24. ransform your audience into communities
  25. 25. ransform your audience into communities Capturing the stories of multicultural employees and founders
  26. 26. ptimize
  27. 27. ptimize To improve is to change; To be perfect is to change often - Sir Winston Churchill
  28. 28. Fashion Retailer C&A Displays Facebook ‘likes’ for Items in its Real-World Stores
  29. 29. Brand Sends Free, Personalized Recipes via Twitter
  30. 30. “Latinized” Marketing model for era of social media™ scuche a su audiencia (listen to your audience) perimente como usuario (put yourself in shoes of user) ntegrate your communications channels ransform your audience into communities ptimize
  31. 31. What’s Next?
  32. 32. Gracias! Joe@Kutchera.net Free copy of book for first 5 people to sign up for free advisory session on: •  •  •  Social media listening study Content strategy and brand storytelling Latin-inspired product innovation

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