Transcript
Page 1: Engaging the Hispanic Consumer with Front-Door Marketing

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Comercialización Perfil Orientación Asignación Monitoriendo Médidas

Engaging the Hispanic Consumer with Front-Door Marketing

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— 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 —

Meet

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Preferred and trusted by top national brands

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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 trillion2

Source: 1 2011 US Census 2 2011 Packaged Facts' "Latino Shoppers: Demographic Patterns and Spending Trends among Hispanic Americans, 8th Edition"

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Cultural Relevancy Matters

Differences 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.

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Why 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.”

What is Front-Door Marketing?

Reach

Target and find your best Hispanic prospects by combining geo-

demographic and psychographic data

Engage

Deliver relevant promotional offers to the Hispanic market—a segment that

already highly values coupons

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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 cards3

Source: 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

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Front-Door Marketing reaches Hispanic consumers to solve marketing challenges

— Traffic Generation — — Awareness/Branding —

— Acquisition — — Retention —

— Market Expansion — — Competitive Blunting — — New Product Launch —

— Grand Openings — — Trial —

— Loyalty —

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Features and Benefits of Front-Door Marketing

— Features — Highly targeted

— Benefits — Reaches best prospects

Solo delivered Uncluttered & category exclusivity “Must-touch” interactivity High ad readership

Quick speed-to-market Immediate message delivery

Trackable Measurable ROI Versatile medium Branding and direct response capability

High visibility “mini-billboard” Fast program results

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Front-Door Media Products

PowerHangers™ Specialty

Front-Door Media

PowerPersonalization™ Online Lead Generation

PowerSamplingTM Sample and Coupon

Delivery

PowerShopperTM

Co-Op Polybag Program

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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.

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We 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 —

Marketing

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Methodologies Profiling I Targeting I Mapping

Geographic 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

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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…”

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Methodologies Profiling I Targeting I Mapping

— Block-group analysis indexes your highest propensity shoppers —

CBSA HH EST 09 % HISPANIC % SPEAK SPANISH MED AGE % FAMILIES

RADIO/TV/OTHER ELECTRONICS

STORES EXP/HH/MO

% POP 35-54

COMPUTER & SOFTWARE

STORE EXP/HH/MO

MOBILE PHONE

EXP/HH/MO

MED FAMILY INC

HH/SQ MILE

Miami-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 1,043.38 Miami-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 1,583.36 Miami-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 3,862.50 Miami-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 1,570.47 Miami-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 3,649.64 Miami-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 2,090.91 Miami-Fort Lauderdale et al, FL 216 67.44 46.37 25.15 49.54 $34.84 20.71 $12.83 $61.07 $27,833.33 948.30 Miami-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 1,931.60 Miami-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 2,139.85 Miami-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 2,405.66 Miami-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

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Methodologies Profiling I Targeting I Mapping

— Visualizing market coverage — — Precise area mapping —

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Monitoring During Campaign I Post Campaign

— Guaranteed delivery — — Multiple levels of in-field auditing —

— GPS walker-level tracking — (A Power Direct exclusive)

Handheld GPS tracker

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Monitoring During Campaign I Post Campaign

— Geo-targeting and mapping with Bing maps —

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Monitoring During Campaign I Post Campaign

— PowerTrakker (client extranet) —

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Metrics

— Cost per coupon redeemed — — Cost per inquiry —

— Cost per sale — — Incremental traffic —

— Increased visit frequency — — Increased average transaction value —

Because our media is trackable, we can help you measure:

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Marketing Profiling Targeting Mapping Monitoring Metrics Marketing Profiling Targeting Mapping Monitoring Metrics

Thank You! Questions? Contact Us at 877-737-8977

or [email protected]

Engaging the Hispanic Consumer with Front-Door Marketing


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