If you are interested in Hispanic Marketing, especially on the Marketing Segments, please download and give your thought. We present a case of the San Diego County Fair, as well as Hispanics and Mobile. Moderator: Frank Cowell, Panelists: Luis Valdivia, Dr. Mary Beth McCabe. Held at National University, 2014.

2. Insights Into the Fragmented
Hispanic Market Segments

3. Thank you to our wonderful Sponsors

4. Special Thank You
o Our sponsor of today’s event

5. President
Kirsty Nunez
Past President
Dan Bishop
President-Elect
Shelley Callahan
Secretary
Liz Snyder
VP Finance
Kathy Townend
SD AMA Chapter Leadership

6. VP, Special Events
Paul June
VP, Collegiate Relations
Mary Beth McCabe
VP, Analytics & Content
Jimmy Page
VP, Communications
Frank Cowell
Co-VP, Programming
Amy Muraoka
Co-VP, Programming
Chelsea Bakewell
Co-VP, Sponsorship
Andrew Cortez
Co-VP, Sponsorship
Sterling Doak
Co-VP, Membership
John Ruzicka
Chapter Coordinator
Barbara Haines
SD AMA Chapter Leadership
Co-VP, Programming
Linda Phillips
Co-VP, Membership
Ken Schmitt

7. Upcoming Events
o Direct Mail in the New Millennium: Shake up
your marketing mix
 March 13th at Modern Postcard
o CMO Fireside Chat
 April 24
o Cause Conference
 May 28
o AMY Awards
 June 26 at House of Blues

8. Keep In Touch
owww.sdama.org
o@SANDIEGOAMA
ofacebook.com/sandiegoama
oLinkedIn

9. San Diego
County Fair
Hispanic
Marketing Program
Luis Valdivia
Marketing
Manager

10. 2010 Hispanic Population
United States
50,477,594
16.3% of total
Mexican 63%
California
14,013,719
37.6% of total
Mexican 81.5%
San Diego Co.
991,348
32% of total
Mexican 87.7%
Miami-Dade Co.
1,623,859
65% of total
Cuban 52.7%

12. Language Usage
Not all Hispanics speak Spanish

13. My Random Reality Checks
 Immunization campaign targeting adult
women, teenagers
 ABC broadcast of soccer World Cup
They’re speaking my language:
 Blue Cross http://bit.ly/1fkxV0j
 Ford http://bit.ly/1hjZZ14

14. Fair Case Study
 Hispanic attendance: approx. 36%
 Launched Hispanic Marketing in 1994
 Longest-running program of any Fair
 Target: SD County & Baja California
 Goal: increase Hispanic attendance,
content, participation
 Goal: create working opps. w/Hisp.
mktg. partners, NGO’s, CBO’s

15. Fair Case Study
 Hispanic Information Officer
 Culturally-appropriate messages
 Spanish version of Fair Theme
 Print, radio, TV, outdoor, online adv.
 P.R. – news releases, media relations,
community outreach
 Spanish website & social media
 “Dia de la Familia” – Sunday concerts

16. Fair Case Study
 Baja marketing partner - Oxxo
 Spanish guide – Enlace/Vida Latina
 Plant*Grow*Eat in Tijuana schools
 Authentic Mexican artisans daily

17. Adoption of Technology
 Spanish-speaking Fair patron with no
e-mail
 Fair website use, a bilingual team effort
 Fair website visits
 sdfair.com 8,036,000
 feriasandiego.com 68,000

18. Hispanic Market
segments
Presented for American Marketing Association 2.27.14
Dr. Mary Beth Mccabe

21. Hispanics are mobile Focused
Source: McCabe, International Journal of Mobile Marketing, Jan 14

22. Selecting your Segment
Starting Knowledge
• US HISPANIC POPULATION
• CONCENTRATED IN URBAN AND RURAL AREAS
• CONCENTRATE ON ONE to THREE SEGMENTS
•NEW TO COUNTRY
•SPANISH DOMINANT
•NEED BRAND KNOWLEDGE
FIRST GENERATION
(1ST)
•EDUCATION ORIENTED
•DRIVEN TO ACHIEVE
•WANT TO FIT IN
SECOND GENERATION
(2ND)
• HIGHER SOCIO ECONOMIC STANDING
•DEMAND FOR BETTER QUALITY AND SERVICE
•LESS PRICE SENSITIVE
THIRD GENERATION
(3RD)
•HIGH INCOME LEVEL
•DEMAND PERFORMANCE AND CONVENIENCE
•PURCHASE EXPENSIVE PRODUCTS
HIGH EARNERS
(Hi)
•CAUTIOUS IN THE WAY THEY SPEND THEIR MONEY
•DEMAND CHEAP, LOW-PERFORMANCE, AVERAGE CONVENIENCE PRODUCTS
•FUTURE GROWTH RATE COULD EXCEED FORECASTS.
SAVERS
(SA)

23. Brand Segmentation Cases
•Segment target – 1st, 2nd gen. Moms & Grandmoms
•Attributes – Food was 1, 2, 3 baby age levels, Number
of Flavors, packaging
GERBER BABY
FOODS
•Segment target -- Professional and High Earners
•Attributes -- Home Features, Design, Location,
Distance to Mexico
PARDEE HOMES
KIDS OUTLET
KIDS OUTLET
• Segment target – Moms, Savers, ( 1 & 2ND gen)
• Attributes -- Seasonality, Special Events
More $ than
Beechnut, grocery
chain distribution.
Higher quality, and
already created for
the geographic
market.
Undeveloped
market. First in
market to have a
strong market share.
MEXICO
ESPECIAL
Segment target- 1st and 2nd gen. Males 18-30 who want to
talk to Mexico, send money home
Attributes – low income, convenience stores, little/no
smartphone usage