Influencing aha! moment
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How can we strengthen our marketing strategy when traditional models are becoming impotent? The growth toward a larger and more diverse Hispanic market and a more complex media industry requires a new approach to reach their desired consumers.
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Influencing aha! moment
- 2. AHA! When we decide to take action !
- 3. Let’s go back to 1990!
- 4. Few channels to play with !
- 6. More complex and evolving media landscape!
- 8. CLUTTER! Crowded, Noisy Place ! Photo Credit:Craing Sunter https://creativecommons.org/licenses/by-nd/2.0/-
- 9. 5,000 BRAND MESSAGES ! PER DAY!
- 10. 8 SECOND ! A goldfish have better attention span than us! Photo Credit:Craing Sunter https://creativecommons.org/licenses/by-nd/2.0/-
- 11. NO ONE WAKES UP AND SAYS: “I want to see an ad”!
- 12. WANT TO SHARE A STORY! Friends, Family, and Co-workers !
- 13. TO BE IN FRONT ! OF INFLUENCERS
- 14. 50% are influenced by their children when making decisions ! Latinos turn to family and friends for their health information! 57 % said family and ! friends are primary ! source of information! 85% of moms seek advice ! and 89% give advice ! Source: IAB, SMG Multicultural, Specifmedia, Latinum Network Close to 60% are ! influenced by their ! spouse/partners !
- 15. 1in 4 Hispanic families! have 3 generations living together!
- 16. Over-index in just about everything - newest and oldest media !
- 17. “Hispanic consumers see mobile technology as critical to support their mobile lifestyle”- pwc!
- 18. cHispanics spend 39% ! spend more time ! watching video on their smartphones each month vs. total population ! 9 ! hours ! per week! watching TV! cHispanics spend Spanish speaking are driving the app usage! 20% ! Hispanic 60+ ! watch streaming video weekly! cHispanics spend 79% ! own a ! smartphone!
- 19. More likely to multitask on other devices ! while watching TV!
- 20. HOW CAN WE ! strengthen our strategy? !
- 21. Focus on what is constant!
- 22. CULTURE + CONTENT + CONTEXT
- 23. CULTURE ! Understand the values and cultural orientation that drive each generation aspirations !
- 24. First generation want a better future for his children!
- 25. Stand out and be noticed, be the hero, the healer, and the rescuer!
- 26. Hispanic moms want everyone to be and stay healthy !
- 27. CONTENT! Develop content that speaks to aspirational values !
- 28. How does this content help my audience move to his/her aspiration(s)? ! How are we making it shareable? !
- 29. Important decisions are made collectively !
- 31. Does not have to be an either or proposition !
- 32. is personal !CONTEXT !
- 33. FIT INTO MY LIFE?! How does this channel!
- 34. My (audience)use the (media channel) to ______ in this (circumstance)!
- 35. A first generation Hispanic uses an Apple Watch to check phone messages because he can’t hear his mobile phone!
- 36. Millennial Hispanics use Twitter and Facebook to advance a cause that is important to the community!
- 37. A Spanish speaking mom uses Facebook and WhatsApp to keep in touch with family and friends in her country !
- 38. STRATEGY Culture + Content + Context!
- 39. AHA! ! moment !