I created this presentation for the AMA Houston Seminar: Hispanic Millennials - Best Practices on May 8, 2014
You will learn:
1.- The importance of the Hispanic Millennial Influence Power
2.- Key best practices to leverage the Influence Power to influence older generations’ purchase decisions
Acknowledgement:
I would like to thank Jorge Zapien for the slide design. Also, Leonardo Basterra, Gustavo Foldvari, Henry Cadena and Alex Lopez Negrete for their contribution in the content
Guide Complete Set of Residential Architectural Drawings PDF
Marketing to Hispanic Millennials - AMA Houston Seminar (Presentation version)
1. Salomon Dayan – Digital Group Account Director
Lopez Negrete Communications
Marketing to Hispanic
Millennials
2. Median
Income is
$48K
72% of HH
decisions are
taking as a
group
59%live in
multi-gen HH
Median Income is
$48K
72%of HH
decisions are
made as a group
Everyone
is captivated
with Millennials
3. 5/5/2014 – HispanicAd.com
Is it worthwhile for advertisers and marketers to invest in
Hispanic Millennials, since these consumers are more likely to
have crappy jobs and far less money to spend when compared
to their parents and grandparents?
Limited
Budget
Live with Mom
and Dad
Smart but
Lazy
YES
6. The Solution
Flipping the purchase path to generate Advocacy before Purchase…
Awareness Engagement Consideration PurchaseAdvocacy
7. 2 Keys to Creating
Hispanic Millennial
Brand Advocates
8. Risk-takers, like
unbeaten paths
Parents still their goals
and expectations
Social is visual, rapid
storytelling (think IG,
Vine, Snapchat)
Tech is our edge,
advantage and
equalizer in progress
Prefers Spanish but
language is an option,
not a constraint
Diverse, expressive
and optimistic
Struggling, but they have an
entrepreneurial spirit
Style is fresh, unique
and sometimes a little
out there
Deal shoppers and
desire authenticity
Tech is experiential,
responsive and ubiquitous
1. Know what moves them
Key Overall Millennial Traits (Age 18-30)
Hispanic Millennial Dial-ups
9. Talk human
Portray an activists spirit
Authentic and real
Empowering
Emotional benefits
Human advantage
Culture and passions
Language of the heart
Limited time offers
Contracts
Functional attributes
Competitive advantage
Bundles, Product Tiers
2. Speak with them on their own terms
Corporate Talk Candy Talk
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 groupAMA 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 representThis presentation addressed the challenges that Hispanic Millennials’ purchasing power brings and provided key best practices on how to circumvent themYou 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.- Median Income: Nielsen Report: Millennials – Breaking the myth 20142.- Live in Multi-gen HH: MTV Tr3 Ipsos – HISPANIC ADULT MILLENNIALS LIVING THE NEXT NORMAL: AGE OF UNCERTAINTY – 2013. 118 index vs NHW3.- MTV Tr3 Ipsos – HISPANIC ADULT MILLENNIALS LIVING THE NEXT NORMAL: AGE OF UNCERTAINTY - 2013Hispanic Millennial’s generation size and potential is well discussed and documented in marketing circlesHowever, Millennials have been hit hard by the recession, creating a big dent in their wealth and incomeAs 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 48K1Ipsos identified that more than half (60%) of Hispanic Millennials live in multi-generational households2Same Ipsos study recognized that 72% of Hispanic households make purchase decisions as a family team3
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 SpecialIs 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 lazyAnd the answer is, absolutely yesLet me show you why and how we do it at Lopez Negrete Communications
The Hispanic Millennials conversation is now centered around the demographics but the actual battlefield is the “Mindset” not the demographicsAddressing the Mindset, we can use the Millennial Influence Power, the ability of Millennials to influence older generations in purchase decisionsHispanic non-Millennials know that this generation is:More educatedMore connected (in the know)Street smartTech savvyHow Millennials and Non-Millennials see the Millennial Generation(BCG April 2012)
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 itThen, Advocacy happens after product purchase and we know that Hispanic Millennials do not have that purchase powerSo we have to redefine the funnel in order to trigger this insight
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 productsYou need to connect with them, relate to their passion points, gain their trust, know what moves them and talk in their own terms
Hispanic and Non-Hispanic Millennials share some commonalities. However, there are certain specific dial-ups that marketers can use to relate to themThese dial-ups include: Spanish considered an advantageRisk-takers by natureStill maintain strong ties with their familiesVisual content spread fast through social media channelsTechnology a helpful tool to be in the know and connected
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 backBrand must seed the conversation but it is in the Millennials’ hands if the conversation takes off among them
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 backBrand must seed the conversation but it is in the Millennials’ hands if the conversation takes off among them
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 appearanceAir 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