This version is the PowerPoint Note Pages of the presentation I created for the AMA Houston Seminar: Hispanic Millennials - Best Practices on May 8, 2014 You will learn: 1.- The importance of the Hispanic Millennial Influence Power 2.- Key best practices to leverage the Influence Power to influence older generations’ purchase decisions Acknowledgement: I would like to thank Jorge Zapien for the slide design. Also, Leonardo Basterra, Gustavo Foldvari, Henry Cadena and Alex Lopez Negrete for their contribution in the content

1. AMA Houston presentsAMA Houston presents
the Seminar:the Seminar:
HispanicHispanic MillennialsMillennials::
Best Practices to EngageBest Practices to Engage
Houston’s FastestHouston’s Fastest
Growing DemographicsGrowing Demographics
Multicultural segments are the
fastest growing market in the
US. Primarily driven by
Hispanics
With Hispanic Millennials
already accounting for 41% of
Houston ‘s Total Millennial
Population1, companies in
Houston are paying close
attention to this group
1
AMA Houston organized a
seminar on May 8, 2014 that put
together elite panelists who
addressed how to harness the
purchasing power that these
ethnic groups represent
This presentation addressed the
challenges that Hispanic
Millennials’ purchasing power
brings and provided key best
practices on how to circumvent
them
You will learn:
• The importance of the
Hispanic Millennial Influence
Power
• Key best practices to leverage
the Influence Power to
influence older generations’
purchase decisions
1: Geoscape, 2013-2018 State Hispanic Gen Y Population; American Marketscape DataStream™ 2013 Series

2. BigBig
opportunityopportunity
but aware ofbut aware of
33
importantimportant
numbersnumbers
1.- Median Income: Nielsen Report: Millennials – Breaking the myth 2014
2.- Live in Multi-gen HH: MTV Tr3 Ipsos – HISPANIC ADULT MILLENNIALS LIVING THE NEXT NORMAL: AGE OF UNCERTAINTY – 2013. 118 index vs NHW
3.- MTV Tr3 Ipsos – HISPANIC ADULT MILLENNIALS LIVING THE NEXT NORMAL: AGE OF UNCERTAINTY - 2013 2
Hispanic Millennial’s generation size and
potential is well discussed and documented in
marketing circles
However, Millennials have been hit hard by
the recession, creating a big dent in their
wealth and income
As marketers, there are 3 important stats we
need to be aware of as a result of this
environment:
• According to Nielsen, Millennials’s median
income is 48K1
• Ipsos identified that more than half (60%) of
Hispanic Millennials live in multi-
generational households2
• Same Ipsos study recognized that 72% of
Hispanic households make purchase
decisions as a family team3

3. Is it worthIs it worth
investing ininvesting in
HispanicHispanic
MillennialsMillennials??
3
This very last Monday, May 5, Adam R.
Jacobson, from the highly regarded online
publication HispanicAd.com asked this
question in his 2014 Hispanic Market
Overview Special
Is it worthwhile to invest in a target that is
broke?
A target that also, lives with mom and dad and
,moreover, that the older generation considers
smart but lazy
And the answer is, absolutely yes
Let me show you why and how we do it at
Lopez Negrete Communications

4. It’s not theIt’s not the
demographics;demographics;
the battle is inthe battle is in
the “Mindset”the “Mindset”
4
The Hispanic Millennials conversation is now
centered around the demographics but the
actual battlefield is the “Mindset” not the
demographics
Addressing the Mindset, we can use the
Millennial Influence Power, the ability of
Millennials to influence older generations in
purchase decisions
Hispanic non-Millennials know that this
generation is:
• More educated
• More connected (in the know)
• Street smart
• Tech savvy
How Millennials and Non-Millennials see the Millennial Generation
(BCG April 2012)

5. Person whoPerson who
argues for,argues for,
pleads, orpleads, or
supports asupports a
cause…cause…
AdvocateAdvocate
http://www.merriamhttp://www.merriam--
webster.com/dictionary/advocatewebster.com/dictionary/advocate
5
If Influence Power is the key, the question is
how to trigger this power
And the answer is: “Create Advocates”. Only
Advocates will support your product or service
in order to influence others
However, when we look at the traditional
consumer purchase path, Advocacy is at the
end of it
Then, Advocacy happens after product
purchase and we know that Hispanic
Millennials do not have that purchase power
So we have to redefine the funnel in order to
trigger this insight

6. RecruitRecruit
HispanicHispanic
MillennialsMillennials andand
convert themconvert them
to Advocatesto Advocates
7
In order to make use of Millennial Influence
Power, we rearrange the traditional funnel in
order to effectively create brand Advocates
who influence the purchase of the products
You need to connect with them, relate to their
passion points, gain their trust, know what
moves them and talk in their own terms

7. How do IHow do I
Recruit them?Recruit them?
8

8. HispanicHispanic
MillennialsMillennials
diverge fromdiverge from
NonNon--HispanicHispanic
MillennialsMillennials inin
what moveswhat moves
themthem
9
Hispanic and Non-Hispanic Millennials share
some commonalities.
However, there are certain specific dial-ups
that marketers can use to relate to them
These dial-ups include:
• Spanish considered an advantage
• Risk-takers by nature
• Still maintain strong ties with their families
• Visual content spread fast through social
media channels
• Technology a helpful tool to be in the know
and connected

9. Talk in theirTalk in their
terms butterms but
keep it realkeep it real
and authenticand authentic
10
Hispanic Millennials consider the quality of the
products and the trust for the products/brands
as the two most important drivers of brand
affinity,
Brand must avoid the “marketing/corporate”
talk and converse with Hispanic Millennials in
their own terms. However, it must be
authentic; if not it will fire back
Brand must seed the conversation but it is in
the Millennials’ hands if the conversation
takes off among them
1: Hispanic Millennials Project 2014 Think Now Research, May 2014

10. Talk in theirTalk in their
terms butterms but
keep it realkeep it real
and authenticand authentic
11
Hispanic Millennials consider the quality of the
products and the trust for the products/brands
as the two most important drivers of brand
affinity,
Brand must avoid the “marketing/corporate”
talk and converse with Hispanic Millennials in
their own terms. However, it must be
authentic; if not it will fire back
Brand must seed the conversation but it is in
the Millennials’ hands if the conversation
takes off among them
1: Hispanic Millennials Project 2014 Think Now Research, May 2014

11. Talk in theirTalk in their
terms butterms but
keep it realkeep it real
and authenticand authentic
12
Lopez Negrete and Dr Pepper engaged the
ubiquitous Latino Pitbull and created a huge
consumer-reaching music content platform
directed to extremely elusive consumer
segment: bi-cultural Hispanic Millennials
(18-34)
The campaign extended into TV spots,
website, social media, promotional tie-in and
even a Premios lo Nuestro appearance
Air dates for the 2011 campaign were March–
December 2011, and March–December 2012.
While the overall CSD category and other
trademarks were in decline, Dr Pepper was
the only one with a positive Hispanic volume
change.
Case study URL:
http://bit.ly/drpeppercasestudy