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In celebration of Hispanic Heritage Month, Minute Maid Aguas Frescas and Coca-Cola Racing’s Daniel Suarez are shaking things up on Sunday September 25 with a unique themed racecar paint scheme for the 2022 Autotrader EchoPark Automotive 500. Portada talked to  Jorge Luzio, Group Director, Minute Maid Juice Portfolio, North America to understand this initiative and Minute Maid’s overall marketing strategy to become the leader of the high growing US $2 billion permissible refreshment (Aguas Frescas) category.

Minute Maid Marketing Daniel Suarez has honored his Mexican heritage with a special themed paint scheme on his race car and 2022’s version adds a unique twist that has never been done by a Coca-Cola Racing team member.  For the first time ever, Nascar driver Daniel Suarez’s number 99 car will be adorned with Minute Maid Aguas Frescas, a “refreshing AF” sensorial experience that, according to Minute Maid, will “make Nascar fans tongue tango.” Suarez’s car features vibrant colors and a sunglassed Pantera, as well as imagery that nods to the three Minute Maid Aguas Frescas flavors: Strawberry, Mango and Hibiscus. Much like Daniel has shaken up the NASCAR standings this season, Minute Maid Aguas Frescas has made a bold entrance that is “refreshing AF.”

Jorge Luzio, Group Director, Minute Maid Juice Portfolio,  tells Portada that the Daniel Suarez Nascar partnership is a tentpole event and “part of the 360 Daniel's Amigosmarketing ecosystem we have for the Aguas Frescas brand, which was launched 5 months ago. We have a PR and social media plan for the complete plan to support this association with Daniel Suarez. This includes complete stories about the wrapping as well as Daniel’s Amigos event on Sunday morning September 25. Suarez invited influencers and media to attend on-site.” His guests from the Latino community will spend race morning with Suárez enjoying Mexican food, a Mariachi band, a deejay, and prize giveaways before going to the grandstands to watch the race on the 1.5-mile track.

Minute Maid Marketing Strategy:  Partnership with an American Icon

Asked why Minute Maid chose to partner with a sport (racing) whose fandom is mostly of white Anglosaxon origin, Luzio explains that hesees a lot of commonalities between Nascar, Minute Maid and the Hispanic community. Minute Maid is an iconic brand about food vitality and Nascar is an iconic American sports brand. The association with Daniel Suarez, who is the first Mexican-born driver who has won Nascar races, is very resonating with the Hispanic and mainstream communities of fans. To be compelling to Gen Zers this association is very good. Daniel Suarez has been in the family of race car drivers for a long time.”
The association with Daniel Suarez who is the first Mexican-born driver who has won Nascar races is very resonating with the Hispanic and mainstream communities, particularly with GenZers.

Minute Maid Marketing: The Aguas Frescas 360 Campaign

Jorge Luzio, Group Director, Minute Maid Juice Portfolio, North America

Coca-Cola-owned Minute Maid is the largest marketer in the world of fruit juices. Five months ago it expanded its Minute Maid brand portfolio with the launch of Aguas Frescas. Minute Maid is investing 80% of its overall 2022 marketing budget in Aguas Frescas marketing. The “5 de mayo” NYC Times Square Out of Home activation marked the launch of the multimedia campaign.
The overall campaign will reach 1.5 billion impressions through social media, OTT and CTV through a completely digital plan. Luzio tells Portada that their research has found his main GenZ target to be fully digitally engaged.

The GenZ Hispanic target is the bullseye of Minute Maid’s marketing for Aguas Frescas. “We target them but the message is very compelling to the rest of the population,” Luzio notes. He points out that Aguas Frescas has a Genz Z affinity index of 204 and of 185 with the overall Hispanic population.
Minute Maid marketing of Aguas Frescas also includes key associations with food aggregators as well as retail and online platforms to put proper placement in their stores. The 360 marketing plan also includes sampling and offline activations.

In terms of language choice, the campaign is unapologetically using Spanglish to be very fun and witty with consumers.

Permissible Refreshment: A Fast Growing US $2 Billion Opportunity

Underlying Minute Maid’s large bet on the permissible refreshment space – or Aguas Frescas or fruit blended with water – is the fact that younger generations have been diminishing their consumption in the overall juice drinks category (e.g. lemonade or orange juice), Luzio asserts. The reasons for this are that these drinks have too much sugar, not the right flavors, and an overall lack of excitement. “In parallel, we have been seeing growth in the permissible refreshment category. From 2016 to 2021 it grew by 49%”, Nunzio explains. He elaborates that particularly the menu penetration of Aguas Frescas at restaurants has grown at a very high rate. “There were many different brands and restaurants and not a big mainstream player in the Aguas Frescas space. We saw the potential for us to become the leader in this space of US $2 billion a year in the U.S.”

We saw the potential for us to become the leader in this space of US$ 2 billion a year in the U.S. We want to become the indisputable leader of retail Aguas Frescas in America.

Aguas Frescas drinks are  Latin inspired as they are available across Latin America.  “We want to address the need for traditional Aguas Frescas and convert it into a mainstream American icon. That is why we are making it mainstream with a more contemporary taste”. Luzio expands that Minute Maid tested its mango, hibiscus and strawberry flavored Aguas Frescas drinks with GenZers and “got a Nielsen superstar, a brand that has the ability to be very disruptive in the marketplace and incremental in the retail space,”.  Luzio notes that his company is being very aggressive when it comes to tap into the Aguas Frescas marketplace.  “We want to become the indisputable leader of retail Aguas Frescas in America,” he concludes.

Diego Osuna, Sr Manager, Integrated Marketing Strategy at T-Mobile, will be one of the key speakers at our upcoming Portada Live – in New York City and virtual – on Thursday, September 29 next week. Check out the six steps you need to take into account for successful segment marketing, according to Osuna.

In 2021, T-Mobile spent approximately 2.2 billion U.S. dollars in advertising in the U.S, according to Statista -this figure likely includes non-advertising related marketing expenses-, making the telecommunications giant one of the top advertisers in the U.S. With Hispanics over-indexing in telecommunications services, T-Mobile directs a substantial part of the overall marketing budget to engage the Hispanic consumer.
As a leader in T-Mobile’s postpaid Integrated Marketing Strategy team, Osuna works with channel partners across marketing and beyond, to build a common vision and develop an actionable marketing strategy. His responsibilities include Hispanic, Military, 55+, and emerging segments. Segment Marketing is a marketing term that refers to aggregating prospective buyers into groups or segments with common needs and who respond similarly to a marketing action. To Osuna Segment Marketing,  “is fundamentally a process of discovery and distillation of deep consumer needs, which the marketer bridges with product or service messages and channel strategy selection. In that sense, it isn’t a dissimilar process to a general marketer.”

Segment Marketing Steps:  1. Develop Specific Marketing Muscles

According to Osuna, to do this process right as a segment marketer  “you need to overdevelop a few specific marketing muscles. First, you become a student of the segment, the company, and the brand. The second muscle is persistence and cross-functional capabilities. Segment markets are ongoing efforts, they aren’t solved by a one-and-done effort, and as such, they require extreme cross-functional alignment in focus and intent, so the effort becomes muscle memory for the organization.”

As a segment marketer, you need to overdevelop a few specific marketing muscles, like studying/researching and persistence.

2. Build Fundamental Insights about the Segment and the Context of the Brand

Diego Osuna, Sr Manager, Integrated Marketing Strategy, T-Mobile
Diego Osuna, Sr Manager, Integrated Marketing Strategy at T-Mobile,

Osuna starts with the premise that he needs to build a foundation of fundamental insights that impact this segment. “Alongside developing a full-view picture of the segment, you want to understand the context of the brand and where it stands in relation to the segment. Finally, I also want to assess the organization’s readiness to market to the segment effectively, considering that marketing is just one lever in go-to-market success,” Osuna notes.

Osuna emphasizes that “the thing is that every time you dig in beyond the surface, like what we face in Hispanic marketing where we can divide the population in a number of ways, these other segments are very complex and diverse. Take for example what we call 55+. Well, 55 plus in the US is about 90 million people encompassing 4 Generations from GenXers, to Boomers to Silents to the Greatest Generation. As much as we want to build a marketing plan that encompasses all the segments, there is a huge difference if you’re 55 vs. 85, if you’re retired or still working, married, or living alone, if credit is high, or if your financial situation is shaky.”

As a segment marketer, you need to overdevelop a few specific marketing muscles, like studying/researching and persistence.

Portada ConferencesJoin us at Portada Live on Sept. 29 where we will delve deeper into Segment Marketing in the session:
THE ONE-MILLION-DOLLAR-QUESTION: Engaging the Evolving Hispanic Consumer
Speakers: Diego Osuna, Sr. Manager Integrated Marketing Strategy, T-Mobile and Guillermo Pérez, Chief Creative Officer and Brand Strategist, Digo.

And the thing is that every time you dig in beyond the surface, like what we face in Hispanic marketing where we can divide the population in a number of ways, these other segments are very complex and diverse.

3. Segment Marketing: Combine Qualitative and Quantitative Research

Osuna is a big fan of combining quantitative and qualitative research to get a feel for the segment. He notes that when he was working at  General Mills, he used to spend a lot of time in ethnographies going into people’s houses to observe empty nester couples having breakfast and talking about how they approach their daily breakfast ritual. “You can internalize so much in a couple of home visits that are difficult to absorb, at least for me, by just reading research decks. More importantly, the qualitative can help you formulate better questions to make the most of your investment in bespoke quant research,” Osuna asserts.

You can internalize so much in a couple of home visits that are difficult to absorb, at least for me, by just reading research decks.

4. Understanding the Brand and the Company’s Go-to-Market Capabilities

According to Osuna, “as fun as the challenge of understanding the segment can be, I think marketers need to be very realistic about the position of the brand and the company’s capabilities in relation to the segment. Your CMO may aspire of going into a new segment and dominating it immediately, but you might be advised to ask for patience in terms of building something that is sustainable over time.” Osuna notes that he once did some work for an insurer that was very interested to grow with Hispanic customers; “I spent a lot of time with their marketing team on the ground building a marketing plan. To their credit they understood that without distribution, that is having Hispanic agents in their sales network, they were going to be limited in making an impact, no matter how much they spent on the marketing side.”

Marketers need to be very realistic about the position of the brand and the company’s capabilities in relation to the segment.

5. Articulate the Capability Gap 

Once you have assessed the position of the brand and the company’s capabilities in relation to the segment, Osuna says that it is important to “articulate the capability gap against yourself and against competitors and empower cross-functional channel partners so they can work on their own capabilities and plans. In other words, you need to work through others.”

“It takes patience, consistency, and a spirit of continuous tweaking and improving to win in Segment Marketing. I like to say segment marketers are the marathoners of the marketing world,” Osuna concludes.

Segment markets are ongoing efforts, they require extreme cross-functional alignment in focus and intent, so the effort becomes muscle memory for the organization .

6. Segment Marketing Activations:  Examples

In terms of the current post-Covid environment and how he is activating against the heterogeneous Hispanic segment, Osuna notes that it needs to be understood that many of our consumers have had a one-two punch of pandemic and inflation.  Osuna adds that “these have been trying times and as such consumers are more interested in products that win on value without trade-offs and brands that offer a straightforward value proposition and treat the customer right.”  One of the things Osuna takes a lot of pride in at T-Mobile is “that its most popular plans pack tremendous value with features like taxes and fees which are already included in your bill and price lock where we guarantee the price of your rate plan will not go up. We also feel very strongly that customers, and specifically Latinos do not want to make trade-offs for the quality of the network. Hispanic wireless customers have blessed us with their preference because at T-Mobile we offer a benefit-packed product offering at an incredible price and with a superior quality experience. In fact, our quality goes beyond the service that connects our phones, our quality is also measured in the experience: the retail experience and the customer experience.” The recently introduced Coverage Beyond campaign is an example of T-Mobile’s offering and marketing in this regard. In addition, the recently announced partnership with TelevisaUnivision. through which T-Mobile customers get a free subscription to VIX+ is an example of an initiative targeting a specific subsegment of the Hispanic population; Spanish-dominant Hispanics. ViX+ includes more than 10,000 hours of classic and original Spanish-language shows, movie premieres, news and live sports.

The initiative through which T-Mobile customers get a free subscription to VIX+ is an example of an initiative targeting a specific subsegment of the Hispanic population; Spanish-dominant Hispanics.

Secondly, Osuna maintains, this is a segment that has a lot of pent-up demand for travel; “You have all heard the stories of the crazy travel season. We have added tremendous value to customers that fly or drive. For flyers, and specifically for our international flyers, we offer seamless plans that accommodate your needs. Most of our plans just work when you arrive, no setup is required. To that extent, T-Mobile’s plans have always been very international and national travel friendly. With our Magenta plan, you get High-Speed data in 11 European countries, with our Magenta Max you get 5GB of High-Speed data in more than 215 countries, including 23 in LATAM. Calling to Mexico has also been included for many years now. If you travel this fall, make sure you check out the free Wi-Fi on select airlines as well as unique travel benefits that include tremendous high-speed data in many countries around the world. For drivers, we now offer a free year of AAA in the US.”

Subject matter experts from JP Morgan Chase and Century 21 talked about how to create and communicate diversity equity and inclusion initiatives to internal stakeholders and consumers at a recent Portada Live knowledge-sharing event for brand marketers. (Watch the VIDEO at the end of the article!).

This article is presented by El Tiempo Latino*

Diversity Equity and Inclusion is not only a moral imperative, it can also increase innovation at organizations and make perfect business sense. But how can Diversity Equity and Inclusion initiatives best be communicated and implemented? Cesar Lostaunau, Director, Growth Markets/Diversity & Inclusion at CENTURY 21 Real Estate LLC, and Ron Bautista, VP Lower Mass Segment Marketing for Chase Consumer Banking led a conversation about how their teams create and execute strategies to communicate diversity equity and inclusion initiatives to internal stakeholders and consumers.

How to Approach the Wealth Gap and Opportunity Across Diverse Communities for the Financial Industry? 

Diversity Equity and Inclusion
Cesar Lostaunau, Director, Growth Markets/Diversity & Inclusion at CENTURY 21

Portada Live participant Janina Delloca-Pawlowski, Vice President, Customer Inclusion at Fidelity Investments, asked Bautista and Lostaunau about how to best approach the wealth gap and opportunity when communicating with diverse communities.  Real estate agency franchise company Century 21 created its own inclusion program. “We lead with education. We arm our 50,000 agents with the information and knowledge they need to reach first-time home buyers and get their message in front of diverse communities. We reach out to community centers and schools so that many people understand that home ownership typically is the foundation of wealth in the U.S, ” Lostaunau explained.

We reach out to community centers and schools so that many people understand that home ownership is the foundation of wealth in the U.S.

Chase’s Bautista agreed that education is key, and added that having an educational approach “has different aspects, including digital so that people can access information before seeing a banker. And, of course, in-person by meeting the community where the community is at and also through the partners that already have those relationships. This way we build confidence from the client side.”

In addition, Bautista mentioned that Chase opened more than 200,000 low-cost checking accounts with no overdraft fees. “We have opened 12 community center branches, and branches for community partners and entrepreneurs to meet and get support.”

Diversity Equity and Inclusion: Using the Right Data

Diversity Equity and Inclusion
Ron Bautista, VP Lower Mass Segment Marketing, Chase Consumer Banking

One challenge companies face when developing programs specific to underserved communities is to use the right data. Both Chase and CENTURY 21 have large teams of experts to make sure they have the insights they need about diverse demographics.

“We have team members who are specialists in working with various communities, including Black, Latino, LGBTQ, and people with disabilities. It is about having different support groups with insights and programs to work on. It’s about adapting depending on the audience,” Bautista explained.

It is key to have different support groups with different insights and programs to work on. We micro-target depending on the situation.

Lostaunau added Century 21  “has Employee Resource Groups, e.g. where we gain a lot of experience from realtors. Lastly, we leverage our relationship with external diversity partners e.g. with NAHREP who once a year publishes the ‘State of  Hispanic Homeownership’. This way we make sure we are impacting the industry; whether it is the consumer or the wealth lens to community insight when developing programs specific to those communities as well as when integrating insights into general market work if applicable.”

Local Community Efforts

To figure out how they can help their customers and try and make an impact, Chase and CENTURY 21 have specific teams and initiatives. “The initiatives that are most successful are where there is an interest in first-time home buying, launching a career, or advancing an economic level. At the national level, we build relationships with organizations that drive diverse communities through assertive marketing in some of our local offices,” explained Lostaunau.

At the national level, we build relationships with organizations that drive diverse communities through assertive marketing in some of our local offices.

“Our community managers are the ones who manage local community efforts. We have 150 across the country. Their full role is to engage the community with financial health workshops, hosting guest speakers on home lending and more.” adds Bautista. “My personal mantra is that there is growth in solidarity. My job is to demonstrate that this is possible.”

My personal mantra is that there is growth in solidarity. My job is to demonstrate that this is possible.

(VIDEO) Watch the Cesar Lostaunau, Director, Growth Markets/Diversity & Inclusion at CENTURY 21 Real Estate LLC, and Ron Bautista, VP Lower Mass Segment Marketing for Chase Consumer Banking, here:

 

* This article is presented by El Tiempo Latino – National news provider in Spanish from Washington, DC for millions of Latinos in the U.S.

TECATE® announced its newest culture platform, Tecate ALTA Presents: ALTA Sinfónica, a reimagined approach to classical music led by Mexican-American conductor and founder of the San Francisco Philharmonic, Jessica Bejarano, and featuring collaborations with some of today’s hottest Latin artists including Snow Tha Product, Oscar Cortez and Los Rakas. ALTA Sinfónica will celebrate and bring audiences a convergence of classic and contemporary sounds.

It’s fitting that this groundbreaking, one-night-only performance take place in a city like San Francisco on October 1st — one known for many firsts and being a magnet for America’s counterculture and human rights movements. San Francisco proudly boasts one the highest percentages of LGBTQ+ adults of any major metropolitan area in the U.S., steeped in the arts, music, food and architectural scenes with roots in Mexican-American history and nuance.

Alta Sinfónica showcases the beauty and power of what is possible when different ideas and identities come together to bring their all.
Tecate Sr. Brand Director, Oscar Martinez.

“As with any other cultural expression, we believe music has no borders. To demonstrate the beauty of cross-cultural convergence, the San Francisco Philharmonic will merge with urban artists to create a whole new musical expression. Alta Sinfónica showcases the beauty and power of what is possible when different ideas and identities come together to bring their all,” said Tecate Sr. Brand Director, Oscar Martinez. “Tecate ALTA is all about blurring lines, welcoming unique perspectives and embracing what makes us different.”

Artists forming part of the ALTA Sinfónica experience and collaborating on original, exclusive musical pieces include:

  • Jessica Bejarano, a Mexican-American conductor from East Los Angeles and founder and music director of the San Francisco Philharmonic who has guest conducted in Russia, Italy, Romania, Bulgaria, Czech Republic, Spain, Venezuela and throughout the United States. She has also held motivational speaker engagements for numerous companies, schools and arts organizations.
  • Snow Tha Product from San Jose, California, proudly represents being Mexican-American in her music. Before becoming a Latin Grammy-nominated rapper, Snow sang mariachi music and then found her voice through freestyle rap and hip-hop.
  • Oscar Cortez a native of Los Angeles, California, is known for his signature “callejero” style blending regional Mexican corridos with urban sounds, enriching both genres with his unique vista.
  • Los Rakas are an Afro-Latino, Grammy-nominated duo comprised of cousins Raka Rich and Raka Dun who are Panamanians by way of the Bay Area who create Latin-urban music blending hip-hop, plena, reggae and dancehall sounds.

A special docuseries capturing behind-the-scenes interviews, rehearsals and an introduction to conductor Jessica Bejarano will be posted to official Tecate social media channels after the live in-person event on October 1st. Fans can purchase tickets soon by visiting https://tecatebeerusa.com/altasinfonica with all proceeds from ticket sales directly benefitting the San Francisco Philharmonic.

ALTA Sinfónica forms part of the brand’s latest “Bring your All” creative campaign, appealing to a new generation of consumers that is as unique and unconventional as the brand itself. (Check out our recent interview with Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USA, on Tecate Alta’s marketing strategy.

A bicultural beer without borders, Tecate ALTA is the lightest brew in the brand’s lineup of beers that include Tecate Original, Tecate Light, and Tecate Michelada. For more information on Tecate ALTA and the brand’s wide variety of other beer products, visit tecatebeerusa.com/tecate-alta. Find the latest news on Facebook @CervezaTecateUS, Instagram @Tecate, Twitter @Tecate and YouTube www.youtube.com/user/USATecate and use the hashtag #AltaSinfonica.

What is the effectiveness of influencer marketing? How have conversion rates evolved? Is influencer marketing really helping brands to convert or is it more of an upper funnel awareness tool? We talked to Julia Estacolchic Sr. Director, Brand Marketing at Match and other brand marketers in the Portada network to find out.

When asked how the relationship between influencer marketing investment and conversion has evolved over time,  Julia Estacolchic Sr. Director, Brand Marketing at dating sites Match and Chispa, answers that “influencer marketing has been a key channel for Chispa for many years, and we constantly activate influencer campaigns.”  Estacolchic, asserts that she has “found good value through the built-in distribution, the ability to hyper-target and tailor our brand and seasonal messages based on the specific creator and their audiences, and the opportunity to expand that organic reach via paid efforts and performance marketing. It constantly provides a diverse and fresh pool of creative assets and content that we can leverage across channels.”

Effectiveness of Influencer Marketing: Declining Conversion Rates

For Chispa, Estacolchic explains, influencer marketing supports multiple objectives, from increasing brand relevance to user acquisition.  “However, we have seen the impact on direct conversion soften over the last year or so, where it’s forced us to reevaluate and pivot our strategies.”

We have seen the impact on direct conversion soften over the last year or so, where it’s forced us to reevaluate and pivot our strategies.
For influencer marketing campaigns of all lengths, a commonly agreed-upon good conversion rate is 3% and above, but that really depends on factors such as industry, your website layout and how marketing campaigns normally convert, and the average sales cycle. “In the last few months, we have seen a consistent downward trend in converting from influencer marketing,” Jeff Byer, CEO at Jeff Byer Inc., a Redondo Beach, CA, based web design and promotion company, told Business.com. While Byer does not consider the data conclusive at this point, he does note a marked change in consumer behavior.
Effectiveness of Influencer MarketingMatch’s Estacolchic, attributes lower conversion rates of influencer marketing to changes in algorithms of some of the social platforms which have had direct implications on the reach and exposure of sponsored/partner content. “There could also be some audience fatigue, with more creators posting sponsored content more often and coming across as inauthentic, less organic, and uninteresting to their followers. In our case, we’ve already collaborated with many of the macro, micro and even nano influencers for U.S Hispanic audiences and the pool of creators with the right audience is somewhat limited, particularly for a dating product that targets 18+ segments,” Estacolchic maintains.

Does Influencer Marketing Work? A Good Tool for Upper Funnel Marketing

Effectiveness of Influencer Marketing
Julia Estacolchic Sr. Director, Brand Marketing at Match

Estacolchic expects influencer marketing to “continue to be a good tool for upper funnel/brand affinity efforts, to leverage trends, and to generate fresh creative assets we can use to impact the lower funnel and performance.” However, she adds that she is “not confident we’ll see again the type of direct return we used to see when we first started activating influencers years ago, unless we continue to innovate and find new creative ways to activate this channel.”

Changes in algorithms of some of the social platforms have had direct implications on the reach and exposure of sponsored/partner content. I’m not confident we’ll see again the type of direct return we used to see when we first started activating influencers years ago, unless we continue to innovate and find new creative ways to activate this channel.

Intersection With Experiential Marketing

The effectiveness of influencer marketing can increasingly be seen when it comes to amplifying experiential marketing initiatives (events, sweepstakes etc) via influencers. Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USA, recently told Portada that she is identifying influencers that best align with her target audience. “We are in the process of partnering with influencers to embrace the Tecate Alta brand. We will have 3-4 influencers going to Primavera Sound, a concert in Los Angeles on September 16-18 which Tecate Alta is sponsoring,  and they will be posting stories about what will happen on the event weekend.” Pamukoff asserts that during the event, “these influencers will be bringing the experience to followers that are not going to the event. This way, the event sponsorship investment can be scaled beyond people going to the event over that particular- weekend. “For that reason we amplify with influencers as well as with sweepstakes to attend the event,” Pamukoff concludes.

Influencers will be bringing the experience to followers that are not going to the event. This way, the event sponsorship investment can be scaled beyond people going to the event.

Match’s Estacolchic sees influencers becoming celebrities in the offline world and in real life. “I’m seeing influencers being leveraged for promotions, sweepstakes, and partnerships that crossover from online to offline and in-person events. I see influencers who a few years ago only had an online presence, and are now creating their own line of products – from candy to cosmetic lines to fashion capsules – and increasing the value of their own brands in a way that transcends the digital world but still engages in this intimate and personal way that influencers manage to do so well.” “It’s about evolving our relationship with the channel and the creators,” Estacolchic concludes.

Televisa Univision’s ViX and and T-Mobile announced an agreement that substantially impacts the Hispanic streaming and video space. T-Mobile and Metro by T-Mobile are giving their new and existing customers a free subscription to ViX+, the premium SVOD tier of ViX, for a full year. ViX+ has more than 10,000 hours of exclusive sports, news and entertainment not available on ViX, the ad-supported streaming service that TelevisaUnivision launched earlier this year.

With 80 percent of Hispanics in the U.S. watching digital video the impact of the T-Mobile and VIX partnership can not be stressed enough.  At a time when inflation is driving up prices on just about everything, ViX+ is a completely free way for T-Mobile and Metro by T-Mobile customers to be entertained whenever and wherever they go. ViX+  will be available in “mid-August” to T-Mobile postpaid and T-Mobile Home Internet customers (including T-Mobile for Business customers) on eligible plans and Metro by T-Mobile (prepaid service), the former MetroPCS, customers with unlimited plans.

Annie Garcia, VP of Branded Channels- Metro by T-Mobile
Annie Garcia, VP, TMobile Branded Sales & Distribution for South and East Region

“We are so proud of our 5G Network and we are very happy to support the community by bringing this programming.  We are the first and only carrier to provide Spanish-only ad-free content made for Latinos by Latinos. We are very proud of this partnership and we are working hard to keep prices where they are and bringing more value,” Annie Garcia, Vice President, TMobile Branded Sales & Distribution for South and East Region tells Portada.

T-Mobile and ViX Partnership: Premium Content

ViX+ is loaded with 10,000 hours of classic and original Spanish-language shows, movie premieres, news and live sports, just in time for the World Cup later this year. ViX+ has programming for everyone in the family. Shows like María Félix, La Doña, La Mujer del Diablo and Mi Vecino El Cartel will be available on July 21 with exclusive film premieres throughout the rest of the month that can only be found on ViX+, including Mirreyes contra Godinez 2:El Retiro’and Enfermo Amor.

We are the first and only carrier to provide Spanish-only ad-free content made for Latinos by Latinos.

Sports also plays an important role in Vix+ content roster. There’s more than 7,000 hours of exclusive LIVE soccer games, so fútbol fanatics can follow all the action on the pitch from any device. In addition to featuring live Liga MX matches, ViX+ is the only Spanish-language streaming service in the U.S. with coverage of the UEFA Champions League, Europa League and Conference League matches. ViX+ will also stream Mexico’s 2022 soccer world cup games.

Vix - T-Mobile Partnership“As the top wireless provider for Spanish-speaking customers in the U.S., we understand what they care about, and today we’re bringing them a whole new way to enjoy the news, TV shows, movies and live sports that matter the most, and completely for free,” said Mike Sievert, president and CEO of T-Mobile. “While AT&T and Verizon are actually raising prices on their longtime customers, we’re doing things the Un-carrier way and giving our customers more without the added cost.”

And with more than 70 original movies and series produced for its first year, there’s no shortage of new shows and movies led by A-list talent. ViX+ exclusives include the Salma Hayek-produced romantic fantasy feature “Quiero tu Vida” (“I Want Your Life”), romantic series “Travesuras de la Niña Mala” (Bad Girl) adapted from the acclaimed 2006 novel written by Mario Vargas Llosa and the youngadult action-horror-comedy series “Pinches Momias” produced with Propagate Fuego. From comedy series and romantic features to docuseries and unscripted shows, ViX+ Originals span genres and formats. If 10,000 hours of live and classic programming still aren’t enough, ViX+ customers also get access to everything on ViX, the first large-scale global streaming service created specifically for the Spanish speaking world, which launched in March. ViX has more than 120 channels, 40,000 hours of video-on-demand and 24/7 news and sports.

T-Mobile’s Hispanic Customer Base

“Hispanics in the U.S. watch more video on their smartphones than anyone else but until ViX and ViX+ came along we had very few options to stream Spanish-language programs, and they were expensive on top of that. ViX+ is the latest in a long line of truly unique benefits from T-Mobile that connect our Spanish-speaking customers to their world, like free international texting and data and Mobile without Borders,” said Jorge Martel, vice president of T-Mobile’s Consumer Group. As of the first quarter of 2022, T-Mobile has more than 109 million subscribers, of which 88 million are postpaid customers. While T-Mobile does not disclose how many subscribers are specifically Hispanic, it can be inferred that the figure lies in the tens of millions. In addition, “Metro by T-Mobile is the largest provider for Hispanics in the prepaid wireless space,” Annie Garcia, Vice President, TMobile Branded Sales & Distribution for South and East Region, tells Portada.
With a total population of 62 million Hispanics in the U.S, it is safe to say that at least a third of the total Hispanic population will have their content streaming options substantially impacted by the just announced Vix-T Mobile partnership.

Metro by T-Mobile is the largest provider for Hispanics in the prepaid wireless space.

With ViX+, customers can create up to five profiles for tailored viewing habits and get recommendations on binge worthy shows that are completely ad-free. Up to three devices can be streaming ViX+ at the same time and customers can download shows to watch later or on the go. And ViX+ works on any device, like smartphones, tablets, laptops, desktops and TVs.

Augmented Reality in Marketing has a lot of promise, but how is it implemented and what are its key benefits? At a recent Portada Live knowledge-sharing event for brand marketers, Rafael Belloso, Senior Brand Marketing Manager at Ocean Spray Cranberries, shared insights on the implementation of a recent augmented reality program.

Benefits of Augmented Reality in Marketing
Rafael Belloso, Senior Brand Marketing Manager at Ocean Spray Cranberries.

Rafael Belloso, Senior Brand Marketing Manager at Ocean Spray Cranberries, shared with the Portada Live audience of brand decision makers, some challenges his company was facing and how the benefits of augmented reality became part of the solution Text and VIDEO below).

How did Ocean Spray innovated to tacckle a key marketing challenge?

According to Belloso, Ocean Spray Cranberries is a very well-known brand in the U.S., but there is limited brand awareness in international key markets, a good example of this is Chile.

“We launched a new product, and the challenge was, how to connect with our consumers, how to tell the story of our coop of producers, and how we harvest cranberries in Chile.”

Which technology helped Ocean Spray to solve the challenge?

“We created an augmented reality program in our package that allowed the consumers to learn more about the product, its benefits, and the story we had to tell. Augmented reality allowed the consumer to play with our package and look at our package through their phone and see things about the product.”

Benefits of Augmented Reality in Marketing
Screenshot.

Belloso explained that “users could scan the juice bottles with their phones to discover the story of Ocean Spray, play games using gamification, and share with friends.”

Benefits of Augmented Reality in Marketing: What where the results of the initiative?

The benefits of augmented reality in marketing surpassed any other strategy in effectiveness. Rafael Belloso outlined five benefits of the use of augmented reality obtained through the activation.

  1. “We saw that augmented reality technology allows us to tell the story of Ocean Spray in a more interactive way.”
  2. “It allowed our consumers to interact with our product in a playful way and gave them a reason to share with other users and friends.”
  3. “It increased the word of mouth, people are talking about our products and our packages.”
  4. “It delivered a different PR, helping garner awareness for the product we could not have obtained otherwise.”
  5. “The AR innovation also helped improve brand health attributes, such as consumer perceptions about Ocean Spray’s innovation and technology.”
Ten percent of people who bought the product are engaged in the experience. That is a very high response rate.

“Of course, as in every technology, there is an adaptation curve. Nonetheless, 10% of people who bought the product are engaged in the experience. That is a very high response rate,” explained Belloso.

Another benefit of augmented reality in marketing  is the amount of data marketers get. “The amount of interaction and engagement you can get from the technology is huge,” added Belloso.

Compared to other budgets in marketing it is not a big investment.

Benefits of Augmented Reality: How Big Was the Investment?

In terms of investment, the amount of expenditure depends directly on how big you want the AR tool to be. “It isn’t that big of an investment, it depends on how big the experience you want the augmented reality to be, but compared to other budgets in marketing it is not big.”

Watch Rafael Belloso’s and other brand marketers present actionable insights on how they solved brand marketing challenges (VIDEO)!

 

The 2022 Cannes Advertising Festival is over. The last hangover of the approximately 10,000 delegates has been cured, the latest deals have been cut, and the most impressive award winners have been celebrated.  Portada asked a few Cannes insiders about how the 2022 Cannes Festival went. Here is a somewhat irreverent assessment. 

Despite very high travel costs (e.g. US $5,000 economy class trips from New York City to Nice) and many observers forecasting low attendance due to COVID, between 8,000 and 10,000 delegates attended Cannes this year. In 2019, pre-Covid, more than 12,500 industry delegates gathered in Cannes. “I saw less clients than three years ago, but still a good amount,” Eric Tourtel, CEO Latin America at Teads tells Portada. Tourtel adds that more executives from the creative side of the business as usual attended the festival this year. Among Latin Americans there were surprisingly large amounts of Central Americans, Colombians and Mexicans attending, and of course many Brazilians.

For the client side (brands) of the business and the sell side media platforms and tech platforms, the festival is, first and foremost, about developing and closing business. This is not so much the case for the creative side of the advertising industry, insiders tell Portada. Creatives want to win awards; it’s not so much about business but about having fun (remember Publicis pulling out of Cannes in 2018 because it thought it could make a better use of its money?).

To be “in” Cannes You Need More than a Ticket Purchase 

Even when you are on the festival grounds because you purchased a ticket you are not really “in”. A ticket to the Cannes Advertising Festival does not guarantee you that much access to interesting networking and meetings. Companies need to invest much more to gain access to buyers. (In the media world ‘buyers’ mean brand marketers.)
Below is the access and power pecking order media and tech companies invest in (from high to low cost):

1. Beach Takeover (e.g. Meta, Google). Companies take over beaches, with massive beachfronts installations to showcase their concepts and products (e.g. Meta’s Metaverse) and provide impressive presentations and fun meeting space. In 2022, and signaling the enormous rise of retail media, Amazon took over a portion of the beach front with the “Amazon Port,” its biggest showing at the Cannes Advertising Festival yet and a sign of the growing significance of industry relationships to its business.

2. Yacht: At a cost of approximately US$ 250,000 for the four days Cannes Advertising Festival rental, major ad-tech and other players rent a yacht. They then pack the yacht with senior brand marketing executives for client meetings and entertaining. (e.g. Teads, Taboola).

3. Rooftop rental in a Cannes Apartment Building:
Apartment building and hotel rooftops are close to the area of the festival and are a less expensive option compared to a beach takeover or a yacht rental.

4. The Villa rental. Villas surrounding Cannes are a bit further away from the epicenter of the festival and parties and meetings there are a bit less prone to be attended by delegates.

5. Tickets: Entry fees to conferences and award functions lie between 600 and 2,500 euros (US $600 to US $ 2,500 euros) depending on type of event to be attended.

(Another option is to fly in major music and show biz talent for exclusive performances. This is an alternative often used by Spotify who easily will spend more than US$ 3 million in this initiative.)

Cannes Advertising Festival: A Day on the Teads Yacht

The Teads Yacht at Cannes Advertising FestivalTead’s Eric Tourtel tells Portada that his company held 220 meetings in 4 days during the 2022 Cannes edition. Three years ago, pre COVID, the figure reached more than 300. The figures provided by Tourtel reflect how yachts turn into meeting and deal-making machines during the Cannes Advertising Festival. “Throughout the four days, we had 2,000 people in our yacht. Never more than 100 at a time,” says Tourtel. Yacht meetings are substantially better than other types of meetings (e.g. office meetings or virtual meetings). Teads executives can make presentations to brand marketers in a relaxed environment with a rosé wine in hand. After the meeting held in the largest room of the yacht, they will be able to have more informal conversations on the deck.
Sales executives of companies who don’t have the means to rent a yacht are often seen waiting on the dock close to the yacht entrance where they can approach the brand marketers entering or exiting the yacht.

Throughout the four days, we had 2,000 people in our yacht.

Cannes Advertising Festival: What is Keeping Delegates Up at Night

  • The Macro Situation:  Brand marketers representing CPG, automotive and other sectors, are reporting supply chain issues (e.g. chips for cars or computers) that imperil their production processes, which, in turn, make their ability to market and promote their products more unpredictable. Supply chain issues, coupled with the current inflationary scenario and high geopolitical risks arising out of the war in Ukraine, do not bode well for growth in marketing and advertising during the second half of 2022. Overall, insiders maintain, advertising initiatives will become more outcome and performance based.
  • Valuation Implosion at Ad-Tech Companies. Publicly quoted advertising technology firms like Roku, The Trade Desk or Integral Ad Sciences have lost more than 50% of their stock market capitalization over the last 6 months. No wonder this development had a negative influence on the mood of ad-tech executives in Cannes, industry observers asked by Portada assert. The huge valuation decline also has an impact on the price and funding prospects of smaller non-publicly quoted ad-tech companies.
  • DE&I: Lots of Talk but no Walk (?)
    At Cannes, there were some presentations about the importance of Diversity Equity and Inclusion, yet while DE&I has become a major buzzword, insiders tell Portada that all the talk does not seem to be backed by real spending to communicate and promote DE&I objectives. Daneyni Sanguinetti, Director, Culture & Inclusive Marketing at Pernod Ricard, notes that she would have liked to have seen a more diverse speaker base, certainly on the main stages of the festival. She adds, however, that Cannes Lions Titanium awards did have a diverse winner base  (e.g. India).
    I would like to have seen more diversity, certainly on the main stages. 
  • Attention as the new Currency
     “Attention is the new viewability”, Teads’ Tourtel notes.  Attention measures the difference between an ad being visible and an ad actually be seen by the consumer. According to Tourtel, this turns the advertising conversation from an efficiency focus (cheapest option) to a focus on effectiveness (what works). Teads claims to be the first platform that has attention metrics integrated into its analytics.
  • Carbon Responsible Advertising, Online media is responsible for 4% of total carbon dioxide emissions. It is clear that soon there will be regulations to limit carbon emissions. Some advertisers including Chanel are starting to measure emissions.
  • Identity Solutions. The cookieless world – 60% of U.S. Internet traffic is already cookieless compared to between 15%-20% in Latin America – continues to be a crucial topic. In this context, CTV (Connected TV) and its contextual targeting solutions were highlighted as a viable option by several Cannes Advertising Festival participants.

Gen Z Marketing, particularly when it comes to Hispanics, is not anymore about the Univisions and Telemundos of the world. Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USA, uses mostly CTV advertising. The executive shares her views about the “Bring your All” advertising campaign started earlier this month as Tecate Alta is entering two new markets.

Gen Z Marketing

“We are laser-focused on the 21-34 years old demographic, with emphasis on the 21-29; the Gen Z market. This generation is glued to their phones,” Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USAk, tells Portada.
Gen Z is the key demographic Tecate Alta’s recently launched  “Bring your All” campaign is aimed at. The campaign seeks to attract a new generation that is as unique and unconventional as the Tecate Alta brand itself, Pamukoff notes. It also wants to refresh the high-growth ultra-light beer category led by competitor Michelob Ultra (Anheuser Busch).
Heinekens new Tecate Alta beer campaign also intends to lift the overall Tecate franchise, which includes the Tecate Light and Tecate Original beers. “Tecate Alta is our main brand when it comes to lift brand perceptions and recruit younger consumers for Tecate,” says Pamukoff.  So far the results are positive. In the markets Tecate Alta was launched last year (California, Nevada, New Mexico, Arizona and the southern Texas Rio Grande Valley) retailers like Kroger, Walmart and independent Hispanics are requesting between 3 to 5 cases (12 cans per case) per month on average, a much higher amount than the average 1.5 cases new beer brands fetch on average. Tecate Alta is also expanding into the Houston and Dallas markets. According to Pamukoff, both Texan cities are markets where 60-70 percent of the population is composed of multicultural consumers who over-index in light beer consumption.
Tecate Alta is our main brand when it comes to lift brand perceptions and recruit younger consumers for Tecate. 

Gen Z Marketing: Inspiring a Generation to Embrace Complex Perspectives

Tecate Alta Marketing
Belen Pamukoff, Brand Director, Tecate Tecate Light at Heineken USA

Compared to the launch campaign last fall, the current “Bring Your All” campaign (see video below) is “more emotional”,  Pamukoff mantains. To successfully do gen Z marketing you “need an emotional message to create more impact,” she adds. “Particularly in order to compete with Michelob Ultra, who has 3 or 4 times our budget. Tecate Alta’s target consumers are a mix of Mexican and Americans, but it goes beyond that. They don’t want to be labeled or be put in a box. They don’t want to be told how to look. We want to break all these stereotypes. That is what resonates with GenZ. Let’s inspire a new generation to embrace complex perspectives, yet see things more clearly,” Pamukoff asserts. Heineken’s Tecate Alta obtained consumer insights through research by strategic creative and brand design agency Pearlfisher.

Let’s inspire a new generation to embrace complex perspectives, yet see things more clearly.”

 

Going in a New Way: Connected TV

Traditionally beer marketing has used mass media like TV and in the Hispanic market broadcast companies like Univision and Telemundo. When it comes to Gen Z Marketing, this may not be the most efficient media buy anymore. “We are going in a new way. Not through traditional TV anymore. We do CTV, which is were young people are,” says Pamukoff.  Pamukoff notes that both connected TV and social media have had favorable results in media effectiveness studies commissioned by Tecate.

We do CTV, which is were young people are.

In the media activation for Tecate Alta’s “Bring your All” advertising campaign, which started on June 1 and will last until December, CTV is playing a crucial role with advertising running in streaming platforms including Hulu and ESPN as well as social media, Spotify, radio and OOH activations. Distribution is also being supported with sampling programs. “We are not using traditional TV with the exception of a Tecate Alta spot in the Campeon de Campeones match, which was played last night Sunday June 26 in Los Angeles. (Tecate brands are also the sponsor of LigaMX in the U.S). Additionally, influencer marketing, plays an important role in Pamukoff’s Gen Z marketing for Tecate Alta. “This generation is glued to their phones. They are following people. We are identifying influencers that best align with our target audience. We are in the process of partnering with them to embrace the Tecate Alta brand. We will have 3-4 influencers going to Primavera Sound, a concert in Los Angeles on Sept. 16-18 which Tecate Alta is sponsoring,  and they will be posting stories about what will happen on the event weekend.” During the event, these influencers will be bringing the experience to followers that are not going to the event. This way, the  event sponsorship investment can be scaled beyond people going to the event over that particular  weekend. “For that reason we amplify with influencers as well as with sweepstakes to attend the event,” Pamukoff concludes.

Advertising Attribution for online marketplaces sales is one of the most challenging areas in brand marketing, particularly for CPG’s. Three brand marketing experts share insights.

At a recent Portada Live knowledge-sharing event for brand marketers Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle, Guillermo Rivera, VP of Marketing at Merama and Salvador Padron, Director, Sabritas, Ruffles and Mixes Marketing Pepsico, discussed advertising attribution for online marketplaces sales. Below is the gist of what they shared.

Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.

“By gathering more data we are able to understand tail effects of what we do with e.g. Walmart and Amazon and the rest of our portfolio. We use etailers’ information and analyze a mix of click and view data. The approach we use depends on the campaign objectives. What is very important is that we establish apple to apple comparisons in order to measure retailer A the same way we measure retailer B and C,” said Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.

What is very important is that we establish apple to apple comparisons.

 

Advertising Attribution: Multitouch Attribution Better than Last-Click

Guillermo Rivera, VP of Marketing Merama.

“My experience with advertising attribution models is that it is better to use multipoint attribution models and not last point or last-click attribution. That said, we like to use 7 days for more consumer impulse driven products and a 14 day lag for hardware, electronics, kitchen appliances etc. We also organize our attribution models by paid media vs. non-paid media and analyze a lot affiliates programs which can provide rich data. We  mix this with the interactions that the customer has with with paid media, including sponsored products,” said Guillermo Rivera, VP of Marketing Merama.

We also organize our attribution models by paid media vs. non-paid media and analyze a lot affiliates programs which can provide rich data.
Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

At Pepsico we look at the ROI depending on the type of campaign. Sometimes we look for straight sales and ROI based on run rate and when we actually advertise with specific e-commerce retailers. And then we do our best to isolate variables and understand what is really driving the performance. But it also depends on the initiative’s objectives; sometimes we want to drive sampling through an ecommerce retailer and we want to reach as many people as we can. In this case,  ROI is more of a mid-term objective. We usually assess every marketing initiative through our marketing mix modeling algorithm and sometimes we are not there yet, as getting all the data to obtain a very clear ROI is very complicated,” said Salvador Padron, Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

We do our best to isolate variables and understand what is really driving the performance.

Check out How Pepsi, Perfetti Van Melle, and Merama Use Content Marketing for E-Commerce

 

MMA audience growth: Combate Global, the premier Hispanic Mixed Martial Arts (MMA) sports franchise, posted the second-highest television viewership in company history with its latest tentpole event on Univision and TUDN USA on Sunday, May 29 from Miami, Fla. Portada talked to Combate Global CEO Campbell McLaren.

Despite a late start of 11:52 p.m. ET for the program, the Combate Global event averaged 884,000 P2+ viewers, including 414,000 viewers in the A1849 demographic, marking the second largest Combate viewership ever for both demographic groups, with a huge following among Hispanics due to Combate Global’s partnership with Univision and TUDN USA. In addition, Combate Global is broadcast through Paramount+. According to Campbell McLaren, CEO of Combate Global, the MMA company’s “Paramount+ English language audience is one-third Hispanic. Our big audience in Spain that watches us on Eurosport is 100 percent Hispanic, and our growing French audience on RMC Sport is probably 0% Hispanic.”

The performance is bested by that of only one other previous Combate Global show, which took place on August 1, 2021, and garnered an average of 1,097,000 Univision viewers. According to Nielsen data, Combate Global is the number one-viewed Spanish-language program in late-night television. 

On July 28, 2021 – Combate Global, LLC and Univision Communications Inc. announced that Univision had acquired a significant equity stake in the premier Hispanic Mixed Martial Arts (MMA) sports franchise. The transaction formally aligned Combate Global’s world-class talent and deep connection to the MMA community with Univision’s promotional and production capabilities, positioning the fight organization for international expansion.

Once again, Combate has put on an amazing show for a massive, new audience that we have introduced to MMA giving this audience exactly what it loves – much more action.”

The Combate Global viewership figure for its latest tentpole event represents an increase of nearly 79 percent from the average number of viewers (494,000 P2+ viewers, including 258,000 A1849 viewers) that watched its previous tentpole show on March 24. 

Last Sunday’s Combate Global event, which aired in over 70 countries worldwide, was headlined by the return of reigning Combate Global World Bantamweight (135 pounds) Champion David “The Black Spartan” Martinez (7-1) of Mexico City.  Martinez scored a thunderous, first round (2:08) TKO on Arturo “El Makako” Vergara in a non-title bout.

David Martinez vs Francisco Rivera Jr

The number two sport

Combate Global is rapidly becoming the number two sport after soccer for Spanish speaking fans worldwide. It is the only MMA property regularly airing on broadcast television in both the U.S. (Univision) and Mexico (Televisa).  In 2021, Combate Global partnered with CBS Sports to distribute its live shows in English in the U.S. on Paramount+.  The company’s programming is available in over 70 countries in Europe, Africa and elsewhere globally.

There is a great deal of crossover between the Combate Global Hispanic MMA audience and the Hispanic soccer audience, with the big difference being that Combate has a very large female audience, as well as a younger audience,” McLaren told Portada.

Nielsen research indicates that an astounding 91 percent of Combate Global viewers in the U.S. are not regular viewers of other MMA content, demonstrating that Combate Global has garnered a new MMA audience with its World Cup-style, country vs. country-style competition. Each year of Combate Global action culminates with “COPA COMBATE,” the toughest event in sports, and the most coveted destination for representing one’s country.

Campbell McLaren. with Cristian Perez.

Sponsorships and advertising to the MMA audience

McLaren tells Portada that Combate Global has had an “incredible response at Univision ypfronts.” “Several high-profile sponsors will be announced over the course of the next few weeks. Moving forward, every ad category seems as a good match, too. We see every category that values Gen-Z and millennials – both male and female – as being perfect partners for Combate Global,” McLaren, said.

We see every category that values Gen-Z and millennials – both male and female – as being perfect partners for Combate Global.

What’s next for Combate Global?

With such an impact and success among the American and Hispanic market, Combate Global is looking to grow their audience in Europe, beyond Spain.

“Combate is doing exceptional ratings in Spain and France, and we are anticipating similar growth in Italy and Portugal.  We are also pleased to have donated our live programming to Xsport in Ukraine, hoping to provide some entertainment to the war-torn country,” McLaren noted.

We are anticipating similar growth in Italy and Portugal.

Combate Global CEO Campbell McLaren, also the co-founder and creator of the Ultimate Fighting Championship (UFC), has been described by New York Magazine as “the marketing genius behind the UFC,” while Yahoo Sports has said he “knows more about the sport than just about anyone in it today.”  Under his direction, the growth of Combate Americas’ television footprint and worldwide audience triggered a re-branding in 2021 to Combate Global.

 

Diageo, the world’s largest producer of spirits and beers,  spent US $2.5 billion in marketing in 2021, according to Statista. “At Diageo brands lead with culture,” Jennifer Yu,

Before Yu entered her current position at Diageo in August 2021, she worked as Senior Global Events Lead, High Touch Experiences at Apple, Inc. Contrasting the approach to marketing at both companies, Yu asserts that “at Diageo brands lead with culture. At Apple they lead with product.” After her experience at Apple, Yu wanted to go back into cultural marketing, where she had occupied positions prior in her career, as she is very interested in the  “human aspects that drive the connectivity of all the diverse cultures in the United States.”
Cultural Marketing
Diageo’s House of Slay activation brought together fashion, food, design and other cultural partnerships.

Yu’s role at Diageo is new  and, in her words, aims at  “driving a unified platform where all Diageo brands can show up in one cohesive space.” An example of such a platform is the recent partnership between Diageo brands  Johnnie Walker, Tequila Don Julio, Tanqueray, & Smirnoff Pink Lemonade with House of Slay (Phillip Lim, Prabal Gurung, Laura Kim, Ezra J. William, and Tina Leung), an AAPI founded and fashion-forward collective with the mission of stopping Anti-Asian hate and discrimination.

We work on driving a unified  platform where all Diageo brands can show up in one cohesive space.

As the a team of 12 marketers across the portfolio of brands driving experience, influencer and social media. We have a consultative role with brand managers and work hand in hand with them on a strategy for all brands  through one cohesive platform,” Yu says.

How Does Culture Impact Marketing?

Yu notes that each brand at Diageo has a brand purpose. Yu and her team are unifying brand purpose together in order to highlight different cultures. In the case of the AAPI Heritage Month 2022, House of Slay initiative. Diageo wanted to create a platform for underrepresented voices in the AAPI community to show its rich heritage while combating Anti-Asian hate .”We wanted to show rich heritage and culture across the Asian diaspora. We liked the activity component of House of Slay,” she notes. “The Asian diaspora is composed of 40 different communities. we did not want to be monolithic and celebrate all of them. That is why we brought together fashion, food, designers and other unique partnerships that drive the agenda,” says Yu. The House of Slay/Diageo Day Night MRKT was promoted through social media buys as well as earned media PR efforts.

Cultural Marketing Challenges

Diageo's House of Slay Activation
Diageo’s House of Slay Activation

A key challenge in cultural marketing Yu notes is “that each of the micro communities are represented in their authenticity and still can be celebrated through one unique platform.” In order to accomplish this, inclusive messages need to be crafted that touch all of Diageo’s brand portfolio, she asserts.

A key challenge in cultural marketing is that each of the micro communities are represented in their authenticity and unique cultures , and still can be celebrated through one platform.
Asked about which of Diageo beverages index high with particular multicultural groups, Yu notes that Johnnie Walker is huge with the Asian community, while Buchanan and Don Julio have a large Hispanic following.
Note: Portada inteviewed Yu on May 20 during the Diageo and House of Slay Day Night Mrkt event in New York City’s Lower East Side’s The Market Line venue.

At a recent Portada Live knowledge-sharing event for brand marketers Erin Siegel, Senior Director, Public Relations & Executive Communications Century 21, asked other participants about the role Content Marketing for E-Commerce plays in their strategies. Specifically, Siegel asked what role content marketing plays in the online marketplace space and in D2C and how it is leveraged for brand differentiation.  

These are the answers on the all important topic of Content Marketing for E-Commerce by three expert brand marketers:

Content Marketing for E-Commerce
Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

“We use content marketing to differentiate us from our competitors. We do cooking recipes and more behind the scenes content. We also provide access to information that is not as public in other channels in order to give something extra to the consumers. As a result, consumers get more engaged and become more involved in the category. It’s not so much transactional but about the experience. Brands that can provide interesting content to consumers have an edge,” noted Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

It’s not so much transactional but about the experience.
Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.

“Content marketing is very useful for us and we are also including brand health metrics in our content marketing initiatives in order to assess the overall picture. So perhaps a particular media has not been that strong in ROI terms, but did substantially reinforce brand attribute X or Y. Content marketing drives differentiation in order for consumers to be in a better position to convert later on,” mantained Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.

Content marketing drives differentiation in order for consumers to be in a better position to convert later on.
Guillermo Rivera, VP of Marketing Merama.

“We have a channel optimization playbook including SEO which includes the ideal words for title, description, wording to use in certain marketplaces and not in others. A+ content, images, video to complement images and text. Our mission and obsession is to build the perfect SKU, and the best detail page we can have. We complement that with certain traffic testing from social media. We distribute that traffic to D2C or the online marketplace and analyze the differences in consumer behavior,” said Guillermo Rivera, VP of Marketing Merama. (Merama is a start up company valued at more than US $ 1 billion that invests in brands and readies them for the D2C and ecommerce world.)

Our mission and obsession is to build the perfect SKU, and the best detail page we can have.

 

Content for Ecommerce: Check out how Willow Innnovations and Primary Arms do it!   

Wells Fargo Marketing is important. The financial institution is the t

 

Wells Fargo Marketing
Rebeca Vargas, Head of Marketing for Diverse Segments, Wells Fargo

Rebeca Vargas has been Asked whether her position at Wells Fargo is new or not, Vargas asserts that  “positions are defined by the person who has the position”. “It’s a new position because I approach diverse segment marketing in a unique way for Wells Fargo,” Vargas adds.

This is a new position because I approach diverse segment marketing in a unique way for Wells Fargo.

Vargas comments that looking back at the organizational structure, Wells Fargo has fluctuated in the past between a centralized and decentralized marketing structure. She explains that today there is a brand marketing team, which is in charge of branding the Wells Fargo brand as well as of the brand guidelines. In addition, there are  marketing teams along each line of business who do product marketing  e.g. consumer, home lending, credit cards etc.

Vargas leads a third ‘type’ of marketing unit as there is no one with a similar position to hers across Wells Fargo. The unit Vargas leads is embedded in the Consumer and Small Business Banking Unit, which is led by Mary Mack, Senior Executive Vice President and Chief Executive Officer of Consumer and Small Business Banking.

Wells Fargo Marketing Budgets

ImagenMarketing decision making is always more decisive and accountable if the decision maker is supported by a marketing budget (e.g.  Alfredo Rodriguez at Dish Latino.) This is also the case for Rebeca Vargas at Wells Fargo. Vargas and her growing team of 15 executives has 100% decision making power over marketing budgets targeting diverse segments (

responsibilities include the activation of Wells Fargo’s sponsorship of the Mexican National Soccer Team and cultural engagement campaigns at important holidays like Hispanic Heritage month.

In addition, Vargas has a more consultative role in advising Wells Fargo’s product brand marketing teams to develop acquisition campaigns reaching diverse consumers. “We provide advice  to make sure that those stories not only show people of color but resonate with diverse consumers. As an example of this collaboration with marketers in charge of different product units, Vargas cites direct mail campaigns where she makes sure that cultural insights are taken into account.

I have a dual role. I provide advice for total market and develop and execute our own segment marketing.

Wells Fargo Multicultural Marketing: Upcoming Initiatives

Vargas tells Portada about several advertising and marketing initiatives which will be launched in the next few months. “For the Hispanic segment, we are launching next month four new debit card designs in partnership with the Mexican Soccer Federation and the Mexican National Soccer Team. We have an affinity card with the team and as part of the logo change we developed four new debit cards.” The new debit cards will be promoted through TV, radio and social media campaigns in the third quarter. Additionally, at the end of the third quarter, Wells Fargo will be launching a sweepstakes campaign offering consumers the opportunity to fly to the Soccer World Cup in Qatar and watch the matches of both the Mexican and U.S. Teams. The sweepstakes initiatives, Vargas notes, will be supported mostly by Hispanic media properties.  For the African American market, Wells Fargo in April launched  the Wells Fargo HBCU Legends Collection, a new slate of 12 debit cards spotlighting the rich and vibrant legacy of historically Black colleges and universities, or HBCUs. More initiatives in partnership with HBCU are in store.

Multicultural Marketing is not DEI

DEI initiatives in Corporate America are clearly on the rise. In the case of Wells Fargo, there is a very focused and important effort in DEI (Diversity Equity & Inclusion). “For us DEI means making sure that we attract diverse talent, that we see opportunities for growth for diverse talent. That we work with companies that are owned by diverse entrepreneurs. It also means that we make sure that we support diverse communities in the U.S. and particularly in the places we do business,” Vargas claims. Examples include Wells Fargo’s partnership with Operation Hope,  a national non-profit dedicated to financial empowerment for underserved communities as well as Wells Fargo’s support of Unidos.US,  the largest Hispanic civil rights and advocacy organization.

I personally believe that recently in the U.S. with the growing importance of DEI, there has been a confusion between multicultural marketing and DEI efforts.

Vargas emphasizes that marketing to the diverse consumer is different to DEI: “I personally believe, that recently in the U.S., with the growing importance of DEI, there has been a confusion between multicultural marketing and DEI efforts.” She explains that there is a “whole team that does DEI and then there is my marketing team.” “We certainly collaborate but our team has different objectives which are separate from DEI. My team is responsible for acquiring diverse customers and for deepening relationships and serving them in the best possible way – e.g. that branches have the right bankers, in-language communications etc-. DEI has more overarching objectives in order to do the best thing for  suppliers, community and customers,” Vargas mantains.

An area where DEI overlaps with marketing and media is Wells Fargo’s commitment to minority owned media, the marketing executive asserts.  “We are committed and make sure that we support all suppliers of diverse origin. We are looking forward to collaborate with them. We support NNPA, Black Press Assosciation, and do many media buys with many Hispanic publishers,” Vargas concludes.

 

 

 

 

While Centers of Multicultural Marketing Excellence certainly fulfill their function as specialized units for best practices and research, they are also sometimes mocked by insiders as consulting units that do not have decision-making power. This is not the case of Dish’s Latino Center of Excellence, Alfredo Rodriguez, Vice President, Latino Center of Excellence at DISH Network tells Portada. “DishLATINO is a brand and a product. A P&L focused mindset drives all acquisition, retention, programming & product initiatives.”, he asserts.

Led by Alfredo Rodriguez, the Latino Center of Excellence has 25 employees, including executives Nicole Preston, General Manager, Latino Center of Excellence; Juan Machado, General Manager Marketing in charge of acquisition, Jean Louis Bedout, General Manager, in charge of retention and upsell, as well as Reynaldo Pagani, who is in charge of the Puerto Rican market.

Dish Latino  Center of Excellence: How it came about

Dish LatinoIn 2020 Dish acquired Boost Mobile and Sprint’s prepaid customers from Sprint as Sprint merged with T-Mobile. As a result, DISH became a nationwide U.S. wireless carrier. Dish’s leadership could not help but notice that in addition to Dish Latino and Sling’s Hispanic subscribers, Dish now had a substantial Hispanic customer base in the form of prepaid wireless client. Approximately a third of Boost Mobile customers are Hispanics.  That is when the executives at the helm of Dish decided to create the Latino Center of Excellence.  The main part of the new unit’s team was to be composed by Dish Latino executives, as the direct to broadcast satellite provider already had a an established brand marketing team.

Historically Dish’s Latino Center of Excellence is the outgrowth of the brand marketing unit of Dish Latino, which also serves as a Center of Excellence for Sling and Boost Mobile.

“Because of the very nature of the product which is solely for Hispanics, Dish Latino has a very contained customer base and its own P&L. This affords as the luxury of running it as a business unit,” Alfredo Rodriguez, Vice President, Latino Center of Excellence at DISH Network, tells Portada. “We have our own marketing budgets for branding acquisition and retention. Additionally, we manage the entire budget , from media to production. We design the strategy. We are very keen on insuring that we have a return on marketing investment as we have full accountability for the subscriber base we manage,” Rodriguez adds.

We are very keen on insuring that we have a return on marketing investment as we have full accountability for the subscriber base we manage.

As of December 31, 2021,Dish Networks had 10.707 million pay-TV subscribers in the United States, including 8.221 million DISH TV subscribers and 2.486 million SLING TV subscribers. Rodriguez claims that an important part of the Dish TV subscriber base is Hispanic and that they are the leaders in the Spanish-tier direct-to-broadcast satellige category, (DBS), where they compete with providers including ComCast, Spectrum and DirecTV.

Rodriguez, who leads identifying which consumers are in fact Hispanics. “We analyze the retail footprint and how it corresponds to the density and location of Hispanics.” Marketing budgets for Boost Mobile and Sling are managed by these business units. Rodriguez notes that the wireless segment has a lot of unmet needs and that his team is working on strategy refinements for Boost.

Cross-selling Opportunities

Many of the insights that Rodriguez’s team obtains at Dish Latino can be be used to understand the customer base, particularly the Hispanic customer base of Sling and Boost Mobile. “We see a lot of opportunities to cross-sell and upsell to other brands, including combining data to provide existing and future customers interesting offers. We work very closely with Dish, Boost and Sling to leverage data, segmentation and insights,” Rodriguez maintains. He adds that more than about just using the data it is “about obtaining a real connection with our clients.”

How Dish Latino Determines its Hispanic Target 

The direct-to-broadcast satellite Dish LATINO service, the suite of stand-alone programming packages containing both Spanish & English language channels, targets two segments of the Hispanic population.  The unassimilated segment (18% of the Hispanic population) and the bicultural-Spanish-dominant (30% of the Hispanic population). The unassimilated segment  is foreign born and Spanish-dependent for all aspects of their lives as well as culturally attached to their country of origin.  The bi-cultural Hispanic segment tends to be foreign born and has lived in the U.S for 10+ years. They are comfortable with English and are exploring a new culture through the lens of their cultural heritage.
These two segments are the ideal customer for DishLATINO,  How does Dish-Latino’s marketing team determines which Hispanics belong to the the above segments and not the bilingual and fully acculturated segments? Rodriguez notes the assimilation algorithm takes the following factors into account: Language spoken at home, Language of media consumption, Cultural affinity, Proportion of first 18 years lived in US and preferred language. According to this acculturation algorithm, roughly 30%-40% of the 60 million Hispanics living in the U.S. are either unassimilated or bicultural, Rodriguez says.
Research by Rodriguez and his team has determined that these two segments have many unmet needs. One of them is the need for speaking and perfecting English. The programming  channel “Inglés para Todos” answers to this need as learning English affords more opportunities to Hispanics.  Rodriguez also sees opportunities to cross over to Boost Mobile and Sling with a similar offering.
“We are looking to carve out opportunities on the wireless side and trying to leverage and take advantage of some of the things consumers are telling us are very appealing like for instance Inglés para Todos”, Rodriguez concludes.

 

 

Popeyes is centralizing its media buying in one DSP to minimize wasted impressions and maximize reach of households. Jean Paul Ciaramella,  Media Lead, Popeyes NA, Restaurant Brands International, explained the new initiative of Popeyes’ advertising at the last edition of Portada Live on March 31.

 

Popeyes, the chain of fried chicken fast food restaurants which in 2019 generated major social media buzz with the  Popeyes Chicken Sandwich, has been working on simplifying its media buys to tackle audience fragmentation challenges, particularly as it relates to CTV advertising.

“One of the key challenges we are facing from a media perspective is audience and media landscape fragmentation. Pre-COVID 19 we were seeing a clear acceleration of digital media adoption, particularly in CTV, and during COVID that trend was accelerated by a factor of 5 or even 10,” Ciaramella noted.

75% of Streaming Happens on 5 Platforms

Popeyes Advertising
Jean Paul Ciaramella, Media Lead, Popeyes NA, Restaurant Brands International, during Portada Live on March 31

According to Ciaramella, a large amount of CTV consumption happens across a multitude of apps, but 75% of streaming time is spent with 5 platforms: YouTube, Hulu, Disney, Amazon and Netflix, with the remaining providers representing the long tail. “We saw a risk of duplicating reach and set out minimize wasted impressions and maximize reach of unique households,” Ciaramella states.
Before there were many fragmented buys and no platforms talking to each other. Now by simplifying the way the campaigns are structured and funneling as much as possible of the media buy through one DSP Popeyes benefits from the three things below:

-Manage frequency across CTV partners

– Measure unique reach across CTV  and other platforms.

– Advertise Popeyes to a more qualified audience for both brand and performance campaigns.

 

Popeyes Advertising: Frequency Caps Increase Household Reach

By channeling the campaign through a single DSP it is now possible to set frequency caps across different households. Therefore, with a finite budget, the reach should be increasing and many more households per campaign should be reached at any given time.

Popeyes started with the new initiative in the fourth quarter of 2021 and, according to Ciaramella is starting to see some promising results. “We have obtained a cost saving of unique household reach of 20%,” he states. . In addition, Popeyes is starting to monitor the campaign overall to understand what the increase of unique reach is.

75% of streaming is spent with 5 platforms: YouTube, Hulu, Disney, Amazon and Netflix.

Social Media Buys

Social Media media buying is not included in Popeyes new DSP plan as these platforms (e.g. Facebook, Instagram, Twitter, TikTok), are bought through self-service interfaces. How will Popeyes now access audiences in these important social walled gardens? Ciaramella answers that Popeyes uses “social as a channel to drive incremental reach to traditional channels but also to connect with those who are outside of traditional channels.” “On these platforms we look at the audience first,”  he concludes.

 

We use social as a channel to drive incremental reach to traditional channels but also to connect with those who are outside of traditional channels. 

 

 

 

 

Diversity increases innovation: The NCRC Community Development Fund has just been named to Fast Company’s Annual List of the World’s Most Innovative Companies for 2022, placing ninth in the “Small and Mighty” category. Portada talked to Marissa Calderon, Executive Director, NCRC Community Development Fund, Inc. and Chief of Community Finance & Mobility, National Community Reinvestment Coalition, to understand the key elements that foster innovation in her organization. 

The NCRC Community Development Fund (NCRC CDF) is a U.S. Treasury certified Community Development Financial Institution (CDFI) that works to increase access to homeownership and support small businesses for underserved populations. Marissa Calderon and her team manage an approximately US$ 60 million lending portfolio with the the objective of providing affordable credit for homeownership and small business loans to underserved populations. A sizable segment of the Hispanic population is underserved. Ironically, while Latinos are the most prolific entrepreneurial cohort in America, generating over 80% of net new business, they often don’t have access to capital.

Diversity Increases Innovation

The NCRC CDF’s success is reflective of the diversity of its team members. According to Calderon, “the cultural competency of the team at the Community Development Fund is reflective of our borrowers. Both our team and our borrowers have gone through similar experiences.  If we are not reflective of our borrowers, we don’t succeed. In fact, we tell our borrowers: We see you because we are you.”

If we are not reflective of our borrowers, we dont succeed. We tell our borrowers: We see you because we are you.

The pandemic impact has been acutely felt by Black-, Latino- and Woman-owned businesses, and NCRC’s CDF rose to the challenge, flexing its muscle to support and deploy US $17 million in grants, PPP loans, low-interest rate capital, and small business investments at a time when these entrepreneurs needed it most.

Marissa Calderon
Marissa Calderon, Executive Director, NCRC Community Development Fund, Inc. and Chief of Community Finance & Mobility, National Community Reinvestment Coalition,

Calderon mentions that strong connections with organizations in housing development and business funding help the NCRC CDF achieve its mission. These organizations include the  Stanford Latino Entrepreneurship Initiative and the  Latino Business Action Network.
Calderon mentions that NCRC CDF

borrowers are the greatest source of referrals from a business perspective as 60% of referrals come from borrowers. On the funding side, the lending portfolio is funded through a variety of different sources including commercial banks, federal government and philanthropic sources. According to Calderon, to “tell the story” of how the NCRC CDF expands access to affordable homeownership and helps Black-, Brown-, and woman-owned businesses thrive is crucial in order to get new funding commitments: “87% of our loans went to black and Latino entrepreneurs. 48% of loans went to women. Major banks ask us how we are able to do that.”

87% of our loans went to black and Latino entrepreneurs. 48% of loans went to women. Major banks ask us how we are able to do that.

Diversity is not only a moral objective and a business imperative; Diversity also increases innovation. Diversity within organizations is increasingly seen as a competitive success factor. A growing body of evidence indicates that heterogeneous firms perform better than their homogenous counterparts. Research by Deloitte shows that organizations with inclusive cultures are six times more innovative and agile, eight times as likely to achieve better business results, and twice as likely to meet or exceed financial targets than organizations with less diversity in the workplace.

Leveraging Technology with a Human Component

Calderon emphasizes that she and her team members are very intentional on how they spend their time. “Part of what helps us accomplish our purpose is to be tech enabled. We intentionally leverage technology with a human component.” As examples of how they leverage technology she cites the automation process to collect data through online loan applications with the human component being represented by a loan officer. “That is how we were able to deploy during PPP”, she says.

Calderon and her team Identify points of friction with borrowers in the process of serving them. For instance, a borrower may not own a home computer, so the NCRC CDF needs to make sure that the processes are mobile first and there is no requirement to print any documents.

It is important to Calderon to foster a culture of creativity and innovation in her team. “They are all youthful and digital natives. Also, just because we have done something for a long time does not mean it is the only thing to do,” she concludes.

 

Plants Marketing: Costa Farms is moving its marketing up a gear (or two) in 2022.  Portada talked to Mari Carrasquillo, Senior Director Brand & Channel Marketing at Costa Farms, to understand how the largest ornamental plant grower in the world is working on new marketing initiatives. 

In April Costa Farms, founded in 1961, is launching a marketing campaign, the largest so far for the company. “The main objective of the campaign is to generate awareness, for that reason we will be investing in digital leveraging social media, influencers, and videos,” Mari Carrasquillo, Senior Director Brand & Channel Marketing, Costa Farms tells Portada.  Costa Farms is a third-generation, family-owned business that stretches over 4,000 acres globally and employs nearly 5,000 people. In 2017 Markel Ventures acquired a majority stake in Costa Farms.

Plant Marketing
Mari Carrasquillo, Senior Director Brand & Channel Marketing, Costa Farms

According to Carrasquillo, the plant category for a long time has been very commoditized. However, currently trends are leading consumers to think more about plants as decoration accessories for indoor & outdoor. Costa Farm’s target group is the “audience who is interested in learning about plants, who are looking for opportunities to connect with nature, and those consumers who enjoy buying new plants and collecting different varieties.”

Plant Marketing: Partnerships with Retailers

Costa Farms activates partnerships with different retailers, including Home Depot, Lowes and Amazon, for digital retail media buys. “Starting two years ago due to COVID, we have been able to shift the support towards digital. Currently, we are investing in sponsored products at retail sites, brand pages and search,” says Carrasquillo. For Costa Farms 2022 is a pivotal year because we will start investing for the first time in a consumer campaign. In the past, even the investment we did with retailers was very low. We can provide a better response in the next two years when we can report back the outcome on the current omnichannel plans,” Carrasquillo adds.

2022 is a pivotal year, because we will start investing for the first time in a consumer campaign. … We will be able to provide a better response in the next two years when we report back on the outcome on the current omnichannel plans.

SESSION: BRAND PUPROSE AS DRIVER OF TRUST AND BUSINESS VALUE-
Portada Miami, March 31.
Costa Farms is one of the most trusted brands in the U.S. horticultural market. It has earned the trust of consumers with a clear purpose of helping indoor and outdoor plant lovers pursue their passion.
The goal of this discussion is to learn key lessons on how to use brand purpose as the driver of trust and business value. Participants in this session during Portada Miami will include Mari Carrasquillo, Senior Director Brand & Channel Marketing, Costa Farms and Seraj, Bharwani, Chief Strategy Officer, AcuityAds.

Plants Marketing: E-Commerce and D2C Expansion

Until recently plants Marketing used to be mostly a traditional marketing mix endeavor, but digital marketing, e-commerce and D2C initiatives are gaining ground. “Ecommerce is still a small percentage of our total sales, around 5%. Nevertheless, in the last 4 years, we have seen strong growth and sales spikes during and after pandemic,” Carrasquillo notes.

Costa Farms also has a D2C strategy through its own e-commerce site: https://shop.costafarms.com/. D2C sales have higher margins, and the company is attempting to grow at rates of 300% and more in the coming year.  ‘The store is new, we launched it in May 2021. This year the plan is to invest in search and in top of the funnel activities to lead consumers to the site. We didn’t direct funds last year, so we are extremely excited to allocate money to generate consideration and more conversions,” Carrasquillo concludes.

We have seen substantial sales spikes during the pandemic. 

 

 

 

 

 

 

 

 

Thanks to an ingenious football marketing strategy the NFL was able to become one of the leading leagues across the globe. What role do Hispanics play in the NFL’s marketing strategy? Marissa Solis, SVP Global Brand & Consumer Marketing, NFL, shared some concepts about the NFL’s marketing plan going forward.

Marissa Solis, SVP Global Brand & Consumer Marketing, at the NFL stated that the NFL is “very serious about the Latino fan base”. As an example, she mentioned the recent “Por La Cultura” initiative for LatinX Heritage Month. Asked whether the NFL will be taking a segmented or overall (total market) approach in marketing towards the Hispanic population, Solis maintained that it will be a “multicultural approach” in which the context of each NFL marketing campaign and communications piece will play an important role. For instance, sometimes social media communications will be in Spanish and sometimes in English.

NFL Marketing Strategy
Marissa Solis, SVP Global Brand & Consumer Marketing, NFL (Photo: Business Wire)

Before joining the NFL Solis occupied leading positions at several PepsiCo companies for 16 years and led PepsiCo’s Hispanic Business Unit as General Manager from 2017 to 2019 (a position now held by Esperanza Teasdale). Solis noted that a segmented approach with an independent Hispanic P&L and a dedicated advertising and marketing budget made sense for PepsiCo because it needed to reignite growth in the Hispanic market, while this is not necessarily the case for the NFL. “Marketing will be multicultural. The U.S. is a multicultural country,” Solis asserts. “The NFL is a reflection of America as Latinos are growing in cultural influence and not only in numbers,” she added.

American culture is Latino culture. I even use Spanish-language for English-speakers. Marketing in the U.S. needs to be seen through a multicultural lense.

Solis was one of the speakers at the panel “The Latino Mosaic, Myth and Misconceptions about America’s Fastest Growing Sector”, organized by Chemistry Cultura last Wednesday in New York City. The other panelists were Domenika Lynch, Executive Director Latinos & Society, Aspen Institute and Adrian Carrasquillo, National Reporter, Newsweek. The session was moderated by Mike Valdes Fauli, Chief Operating Officer, Chemistry.

NFL Marketing Strategy

Solis preferred to use the term ‘multicultural marketing’ rather than ‘total market approach’ to refer to what she sees as the correct way to market in a multicultural America. “American culture is Latino culture. I even use Spanish-language for English-speakers. Marketing in the U.S. needs to be seen through a multicultural lense,” she added.  Solis considers herself a ‘three-hundred-percenter’: 100% Mexican, 100%, American and 100% Texan. In this sense, The Aspen Insitute’s Domenika Lynch noted that as a community Hispanics are evolving: “There is a level of Americanness I can own, but still not negate my culture,” Lynch asserted. To Newsweek’s Adrian Carrasquillo, it is important that journalists are able to tell real stories about Latinos in an authentic way. He added that Latinos need to feel represented as a part of the overall audience. Chemistry’s Valdes-Fauli highlighted that the Hispanic market is the second largest economy in the Spanish-speaking world after Mexico.

There is a level of Americanness I can own, but still not negate my culture.

Avid Latino NFL Fans

According to NFL’s Solis, “the NFL’s Latino fans are the most avid. Latinos are a huge part of the NFL.” As an example of the commitment of the NFL towards the Hispanic market and the importance of Latino culture in the U.S., Solis mentioned the Jennifer Lopez’s and Shakira performance during the 2020 Super Bowl half-time show in Miami.
According to Solis, AT&T, PepsiCo and Ford are among the brands that do a great job when it comes to target Hispanics. These brands get some of the key nuances of marketing to Latinos, she said. “The NFL has a little bit of work to do to be on that list,” she concluded.

CHECK OUT: How NHL Team Arizona Coyotes markets to the Hispanic population

 

Sedano’s Supermarket, the largest Hispanic-owned supermarket chain in the U.S., recently introduced Nuestra Sazón magazine, the first step in its retail media network launch. The custom publication comes in digital and print versions and is aimed at celebrating Latin cuisine and culture. Portada interviewed Javier Herrán, Chief Marketing Officer, Sedano’s. to learn more about Nuestra Sazón and other projects related to Sedano’s retail marketing strategy.

With headquarters in Miami-Dade County, Sedano’s employs approximately 3,000 associates and operates 34 stores across Florida in Miami-Dade, Broward, Orange, and Osceola counties.

In the digital age custom print publications have perhaps lost some of their allure. Yet Sedano’s recently introduced this bilingual magazine with a circulation of 52,500 mailed directly to homes across Sedano’s primary market in Florida. Nuestra Sazón, launched with the help of Havas House — the global custom media, content and publishing division of Republica Havas — is published three times a year (March, July, November) and has an average readership of 105,000 readers.  “We know and understand that print is still a very important medium with our consumers, and it felt like an appropriate avenue to explore to continue Sedano’s brand growth,” says Javier Herrán, Chief Marketing Officer, Sedano’s. “It has brought new brand partnerships to the table while vitalizing existing partnerships and customer experiences. It also provides the opportunity to speak to customers while they’re at home, as they’re creating their shopping lists and build relationships with them outside of the stores,” he adds.

Using Retail Media as an Extension of Sedano’s Existing Marketing Strategy 

Retail Media
Javier Herrán, Chief Marketing Officer, Sedano’s

“Nuestra Sazón acts as an extension of Sedano’s existing marketing strategy, promoting the brand ethos in a new light that’s more humanized and approachable.” CMO Herran notes. He adds that “the magazine celebrates the richness of the Hispanic cuisine and culture through engaging content, local stories, and comida criolla recipes customers can cook at home using ingredients from featured brands.”

 

We know and understand that print is still a very important medium with our consumers, and it felt like an appropriate avenue to explore to continue Sedano’s brand growth.

Sedano’s further promotes the magazine and its content via social media campaigns and monthly e-newsletters to its more than 32,000 subscribers. Sedano’s Retail Media Network , of which Nuestra Sazón magazine is the first step, will provide supporting brand partners with the opportunity to creatively showcase their products throughout the supermarket chain’s vast reach in Florida.

E-Commerce Offering

Sedano’s comsumer touchpoints are multichannel which is reflected in the above-described multichannel marketing strategy. Herran states that Sedano’s offers its customers a number of ways to shop. “We feel that we need to reach our customers where they want to be and where they want to shop conveniently. Our customers have the ability to shop our stores in person or online through various platforms, including our website, www.sedanos.com, Cornershop by Uber, Shipt, DoorDash, Uber Grocery and on Uber Eats. Our goal is to reach every consumer with our unique product offerings regardless of the platform they choose to use,” Herran concludes.

 

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