Example of Successful Marketing Model
PPRODUCT
PPLACE
PPRICE
PPROMOTION
Why we need a new marketing model
Technology Community and Content
Innovation
Social Listening and Research
Changing Demographics of America
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
“Latinized” Marketing model for era of social media™
scuche a su audiencia (Listen to your audience)
scuche: Listen for Marketing Trends
Source: Google Trends 2013
Salsa (red) versus Ketchup (blue)
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 Trends 2013
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, ask for and listen to his opinion.”
Dale Carnegie on “How to Win Friends”
• Be a good listener
• Encourage others to talk about themselves
eXperimente como usuario, a través de "perfiles” (Put yourself in the shoes of the user, using profiles)
Nurse’s perspective Prefers to remove bandages quickly
Patient’s perspective Prefers bandages removed slowly
eXperimiente como usuario - Profiles
Company perspective Customer perspective
eXperimiente como usuario - Profiles
Develop your strategy using user profiles
• Your goal
• Target audience(s)
• Your message
• Social platforms
• Media plan
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
To improve is to change; To be perfect is to change often
- Sir Winston Churchill
ptimize
Fashion Retailer C&A Displays Facebook ‘likes’ for Items in its Real-World Stores
Brand Sends Free, Personalized Recipes via Twitter
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
“Latinized” Marketing model for era of social media™
What’s Next?
Gracias! [email protected]
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
