marketing to hispanic millennials - ama houston seminar (presentation version)
DESCRIPTION
I created this presentation for the AMA Houston Seminar: Hispanic Millennials - Best Practices on May 8, 2014 You will learn: 1.- The importance of the Hispanic Millennial Influence Power 2.- Key best practices to leverage the Influence Power to influence older generations’ purchase decisions Acknowledgement: I would like to thank Jorge Zapien for the slide design. Also, Leonardo Basterra, Gustavo Foldvari, Henry Cadena and Alex Lopez Negrete for their contribution in the contentTRANSCRIPT
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Salomon Dayan – Digital Group Account DirectorLopez Negrete Communications
Marketing to Hispanic Millennials
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Median Income is
$48K
72% of HH decisions are taking as a group
59% live in
multi-gen HH
Median Income
is $48K
72% of HH decisions are
made as a group
Everyone
is captivated
with Millennials
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5/5/2014 – HispanicAd.comIs it worthwhile for advertisers and marketers to invest in Hispanic Millennials, since these consumers are more likely to have crappy jobs and far less money to spend when compared to their parents and grandparents?
Limited Budget
Live with Mom and
Dad
Smart but LazyYES
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Millennial InfluencePower
in·flu·ence pow·erThe ability of Millennials to nag adults, especially to influence older generations to make certain purchase decisions
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The Challenge
Awareness Engagement
Consideration
Purchase Advocacy
The traditional purchase path…
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The Solution
Flipping the purchase path to generate Advocacy before Purchase…
Awareness Engagement
Consideration
PurchaseAdvocacy
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2 Keys to Creating Hispanic Millennial Brand Advocates
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Risk-takers, likeunbeaten paths
Parents still their goals
and expectations
Social is visual, rapidstorytelling (think IG,
Vine, Snapchat)
Tech is our edge,advantage and
equalizer in progress
Prefers Spanish but language is an option, not a
constraint
Diverse, expressive
and optimistic
Struggling, but they have an entrepreneurial spirit
Style is fresh, uniqueand sometimes a little
out there
Deal shoppers anddesire authenticity
Tech is experiential,responsive and ubiquitous
1. Know what moves themKey Overall Millennial Traits (Age 18-30)
Hispanic Millennial Dial-ups
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Talk humanPortray an activists spirit
Authentic and realEmpowering
Emotional benefitsHuman advantage
Culture and passionsLanguage of the heart
Limited time offersContracts
Functional attributesCompetitive advantageBundles, Product Tiers
2. Speak with them on their own terms
Corporate Talk
Candy Talk