If you are interested in Hispanic Marketing, especially on the Marketing Segments, please download and give your thought. We present a case of the San Diego County Fair, as well as Hispanics and Mobile. Moderator: Frank Cowell, Panelists: Luis Valdivia, Dr. Mary Beth McCabe. Held at National University, 2014.
6. VP, Special Events
Paul June
VP, Collegiate Relations
Mary Beth McCabe
VP, Analytics & Content
Jimmy Page
VP, Communications
Frank Cowell
Co-VP, Programming
Amy Muraoka
Co-VP, Programming
Chelsea Bakewell
Co-VP, Sponsorship
Andrew Cortez
Co-VP, Sponsorship
Sterling Doak
Co-VP, Membership
John Ruzicka
Chapter Coordinator
Barbara Haines
SD AMA Chapter Leadership
Co-VP, Programming
Linda Phillips
Co-VP, Membership
Ken Schmitt
7. Upcoming Events
o Direct Mail in the New Millennium: Shake up
your marketing mix
March 13th at Modern Postcard
o CMO Fireside Chat
April 24
o Cause Conference
May 28
o AMY Awards
June 26 at House of Blues
10. 2010 Hispanic Population
United States
50,477,594
16.3% of total
Mexican 63%
California
14,013,719
37.6% of total
Mexican 81.5%
San Diego Co.
991,348
32% of total
Mexican 87.7%
Miami-Dade Co.
1,623,859
65% of total
Cuban 52.7%
13. My Random Reality Checks
Immunization campaign targeting adult
women, teenagers
ABC broadcast of soccer World Cup
They’re speaking my language:
Blue Cross http://bit.ly/1fkxV0j
Ford http://bit.ly/1hjZZ14
14. Fair Case Study
Hispanic attendance: approx. 36%
Launched Hispanic Marketing in 1994
Longest-running program of any Fair
Target: SD County & Baja California
Goal: increase Hispanic attendance,
content, participation
Goal: create working opps. w/Hisp.
mktg. partners, NGO’s, CBO’s
15. Fair Case Study
Hispanic Information Officer
Culturally-appropriate messages
Spanish version of Fair Theme
Print, radio, TV, outdoor, online adv.
P.R. – news releases, media relations,
community outreach
Spanish website & social media
“Dia de la Familia” – Sunday concerts
16. Fair Case Study
Baja marketing partner - Oxxo
Spanish guide – Enlace/Vida Latina
Plant*Grow*Eat in Tijuana schools
Authentic Mexican artisans daily
17. Adoption of Technology
Spanish-speaking Fair patron with no
e-mail
Fair website use, a bilingual team effort
Fair website visits
sdfair.com 8,036,000
feriasandiego.com 68,000
21. Hispanics are mobile Focused
Source: McCabe, International Journal of Mobile Marketing, Jan 14
22. Selecting your Segment
Starting Knowledge
• US HISPANIC POPULATION
• CONCENTRATED IN URBAN AND RURAL AREAS
• CONCENTRATE ON ONE to THREE SEGMENTS
•NEW TO COUNTRY
•SPANISH DOMINANT
•NEED BRAND KNOWLEDGE
FIRST GENERATION
(1ST)
•EDUCATION ORIENTED
•DRIVEN TO ACHIEVE
•WANT TO FIT IN
SECOND GENERATION
(2ND)
• HIGHER SOCIO ECONOMIC STANDING
•DEMAND FOR BETTER QUALITY AND SERVICE
•LESS PRICE SENSITIVE
THIRD GENERATION
(3RD)
•HIGH INCOME LEVEL
•DEMAND PERFORMANCE AND CONVENIENCE
•PURCHASE EXPENSIVE PRODUCTS
HIGH EARNERS
(Hi)
•CAUTIOUS IN THE WAY THEY SPEND THEIR MONEY
•DEMAND CHEAP, LOW-PERFORMANCE, AVERAGE CONVENIENCE PRODUCTS
•FUTURE GROWTH RATE COULD EXCEED FORECASTS.
SAVERS
(SA)
23. Brand Segmentation Cases
•Segment target – 1st, 2nd gen. Moms & Grandmoms
•Attributes – Food was 1, 2, 3 baby age levels, Number
of Flavors, packaging
GERBER BABY
FOODS
•Segment target -- Professional and High Earners
•Attributes -- Home Features, Design, Location,
Distance to Mexico
PARDEE HOMES
KIDS OUTLET
KIDS OUTLET
• Segment target – Moms, Savers, ( 1 & 2ND gen)
• Attributes -- Seasonality, Special Events
More $ than
Beechnut, grocery
chain distribution.
Higher quality, and
already created for
the geographic
market.
Undeveloped
market. First in
market to have a
strong market share.
MEXICO
ESPECIAL
Segment target- 1st and 2nd gen. Males 18-30 who want to
talk to Mexico, send money home
Attributes – low income, convenience stores, little/no
smartphone usage