How to Create Meaningful Bonds with Hispanic Consumers
|
|
- Douglas Oliver
- 6 years ago
- Views:
Transcription
1 How to Create Meaningful Bonds with Hispanic Consumers AN INTERVIEW WITH: Linda Gonzalez President/CEO, The ViVA Partnership June 01, 2010 Linda Gonzalez has worked in Hispanic marketing for more than 20 years. At ViVA, she provides the direction for all facets of research, creative, account services, media and integrated marketing strategies. She has spearheaded award-winning work for BJ s Wholesale, Entenmann s, Foot Locker, Hallmark, Neutrogena, Presidente and Smuckers. Ms. Gonzalez spoke with emarketer s Tobi Elkin about creating genuine connections with Hispanic consumers emarketer: The VivA Partnership conducted a two-year research project examining the ways marketers interact with Hispanic consumers. What were the key findings? Linda Gonzalez: It was amazing how much of a difference there was not only between Spanish-dominant Hispanics and English-preferred or the more acculturated. Of course, the differences depended on geography, on country of origin, socioeconomic status, education level and language proficiency. We spoke with Hispanic predominantly female consumers in Miami, Houston, Chicago, Los Angeles, San Diego and other top Hispanic markets. It was interesting, because in the Miami and New York markets, the Hispanic population is using Facebook but is not using Twitter as much. They ve heard of it, but we didn t hear that lot of them who are using it. They re using Facebook and Skype. They re interacting with friends and family across town and across the world. We spoke to first-, second- and third-generation Hispanics. When we talked to
2 the first-generation Hispanics, even those who had been here for seven to 10 years, they predominantly came from lower socioeconomic backgrounds than did the Hispanics from Miami or New York. Less than 10% of the Hispanics we spoke with on the West Coast were using social media. They re aware of social media but they haven t really interacted with it much. We spoke to hundreds of people in small groups of families and friends, women ages 21 to 45. emarketer: A fairly common assumption is the more acculturated, the more interest in social media, right? Ms. Gonzalez: Yes, but it s important to acknowledge that, among acculturated Hispanics, online social networks haven t replaced offline social networks. emarketer: How are marketers missing the mark with Hispanic consumers? It looked like things were getting better and that they understood that language is a component of culture. We ve taken a few steps backward... And view communications with Hispanics as a language issue. But it s more than that. Ms. Gonzalez: Marketers, particularly the consumer package goods marketers, are looking for ways to simplify their processes and cut costs. This is definitely driven by the recession. It looked like things were getting better and that they understood that language is a component of culture. We ve taken a few steps backward, not so much the Coca-Colas and McDonald s of the world that have millions to spend on the Hispanic market and know what that value is but some of the midsized companies, which are still rather huge and view communications with Hispanics as a language issue. But it s more than that. emarketer: Can you offer an example? Ms. Gonzalez: If you re talking about banking, you translations of materials aren t going to work as far as their relationship with the category. If you have somebody who is from Mexico and they ve been here for three or four years, their relationship with that bank is one of distrust. They ve already gone through a peso devaluation, they remember their parents lost all their money in the early 80s, and so their relationship is one of distrust. They probably have never had a checking account in Mexico or, if they did have one, they haven t used any other kind of financial products. So you have to speak to them a little bit differently and not condescendingly. You need to educate, them but you can t also just translate the collateral material speaking to them as if they have the same level of education on financial products and services as general market consumers. Everybody says We re adapting it to Hispanics, and maybe what they re doing is adapting the language and adapting a little bit of what s going on, but they re really missing an opportunity to take into the cultural subtleties. emarketer: As an example, what brand comes to mind?
3 Ms. Gonzalez: Meow Mix hadn t done advertising since the brand was sold to Del Monte a couple of years ago. One of the things that we did when we were developing creative for them was to use the Meow Mix jingle: Meow, meow, meow, meow. Meow, meow, meow, meow. You know it. But it s a very Englishlanguage meow. The Hispanic target s reaction was, Oh, that s a gringo cat! We developed a campaign for Magnolia, Smuckers brand of condensed milk. Magnolia doesn t really do much in general market, so we developed everything with a Hispanic tone, because condensed milk is used much more among Hispanics than in the general market. We use it in baking, for smoothies and a lot of Hispanic kids love to just eat it by the spoonful. We developed a promotionally based campaign and did a lot of shopper marketing research. Whether acculturated or less acculturated, there are Hispanic women who find a way to look for recipes using condensed milk online. We came up with the recipes that would be relevant to the Hispanic mom. We used Hispanic sites like Univision.com and sent blasts with recipes. We made everything bilingual because we were communicating with multigenerational homes. We did signage in parking lots, in major grocery retailers, in-store demonstrations, and sampling and gave away recipe cards. We provided alternative ways that you can use Magnolia condensed milk apart from using it for baking. emarketer: What role does mobile marketing play for your consumer clients? Ms. Gonzalez: Mobile is huge and growing. It s not growing among Spanishdominant consumers but among bilingual and English-dominant Hispanics. But these second-generation kids are growing up fast. In five years, they re all going to mobile so we can t discount it. Every single client talks about mobile; every single one wants some type of mobile campaign. emarketer: What are some of the methods within mobile that are best to reach acculturated Hispanic consumers? Ms. Gonzalez: With Presidente, for example, the target is multicultural, second-generation Hispanics and the general market. The campaign starts online with display ads, a new corporate site, a Facebook page and contests. We have mobile promotions and coupons via text message. We take the campaign online, then offline, and back online again. We re planning to gather people together for reunion parties or for Presidente parties. They ve met as Presidente fans on Facebook and began posting and sharing party ideas. The Presidente campaign launches in mid-june. The general market won t know that there will be cultural cues that are Hispanic. The general market won t even see it because you re speaking to an English-speaking market. Hispanics will gravitate toward it because of the way the creative is built. emarketer: When it comes to consumer packaged goods, shopping for household, beauty brands and food, who is the decision-maker in a Hispanic household with young children? Ms. Gonzalez: It s usually the moms, but they are very heavily influenced by their kids. And they re even influenced to a certain degree by their husbands. The husbands want to make sure that the wives are buying the right brands.
4 However, the mom is the ultimate decision-maker. When she gets there, she s making lots of in-store decisions. But whatever her kids are asking for, she s going to buy. emarketer: Do Hispanic families shop together? Ms. Gonzalez: Absolutely. For moms, it s not just a burden: Shopping is a way of taking care of the family. They re also not looking for convenience in the Anglo sense of the word. They want to go somewhere where it s comfortable for them to go as a family, where the aisles are wide and easy to shop and the signs bilingual. Shopping is an experience and an opportunity to be with the family. emarketer: If you re a marketer or the retailer, whether a dollar store, a grocery chain, pharmacy chain or warehouse club, what opportunities should marketers be looking for? Retailers and marketers need to get out into the community and do their research among real families and communities. They need to go to fiestas and events, stroll markets and shop Hispanic-dominant stores. Ms. Gonzalez: The marketer and the retailer s marketing teams need to get together. Retailers have always been so merchandise- and sales-focused, because there s a lot that they can do in tandem. We ve worked with a lot of retailers to help them with what we call the Hispanic-friendly experience. This involves things like making sure shopping carts are large enough, having infant seats in stores, composition of end caps and even choosing the right music. Retailers and marketers need to get out into the community and do their research among real families and communities. They need to go to fiestas and events, stroll markets and shop Hispanic-dominant stores. You don t want to cannibalize your non-hispanic core consumer, and you re walking a kind of tightrope, but it can be done. emarker: How do Hispanic women research food products, nutritional information and beauty? Ms. Gonzalez: They still get most of their information by word of mouth. This hasn t changed that much. They re talking to their family. For the lessacculturated, their disposable income is very limited. They don t have the luxury of making a mistake, so they may find out something online or they may find new information from traditional advertising, product placement or product rep. But before they buy something that they re not accustomed to, they will talk to their friends and family. Now, they may have added Facebook to say Hey, you guys. What do you think about this? They re going to accumulate more methods, but they re still basing their purchase decisions on many factors. emarketer: Do brand marketers take Hispanic consumers level of brand loyalty for granted?
5 Hispanic consumers will be more brand loyal than the average general market consumer, but they re expecting something in return. Ms. Gonzalez: I think they do. Hispanics have always shown this propensity for being more brand loyal, and marketers have jumped on this, but it s not slam dunk anymore. Brands have to consistently show them that they re just as loyal to the consumer as the consumer is to them. Hispanic consumers will be more brand loyal than the average general market consumer, but they re expecting something in return, and if they don t get it, they re ready to move on. They don t mind paying a little bit more for things if the product gives them what they need. For example, laundry detergent for getting whiter clothes the marketer might offer a buy-one-get-one-free offer or something similar. Lessacculturated Hispanic consumers are more willing to try new products or brands emarketer Inc. All rights reserved.
Un Futuro Prometedor:
Un Futuro Prometedor: Profiling the Hispanic Shopper Devora Rogers Senior Director, Retail Marketing Insights About Inmar Manages more print and digital retail content than any other company globally Largest
More informationGuest Name and Title: Carol Phillips, President Guest Company: Brand Amplitude
Guest Name and Title: Carol Phillips, President Guest Company: Brand Amplitude David: Hi, this is David Patrick. Welcome to The Brand Show. Today I ll be talking with Carol Phillips. She s the president
More informationPutting non-service employees on the phones
Putting non-service employees on the phones For the article Vista Print puts its employees on the phones to Learn the Customer in the July issue of Customer Service Newsletter (CSN), editor Bill Keenan
More informationThe Four Stages of Loyalty. Alliance Data explores the customer journey
The Four Stages of Loyalty Alliance Data explores the customer journey Melody Gintert Alliance Data s Director of Market & Consumer Insight Understanding Customer Loyalty Whether you re talking marriage,
More informationOut Of The Box: How You Could Cash In With QR Codes. Caleb Spilchen
Out Of The Box: How You Could Cash In With QR Codes. Caleb Spilchen Blah. Ok, I m sure you were ready for this, you know the boring info page, where they tell you the usual baloney, that you just skip,
More informationTEACHING KIDS GOOD FINANCIAL HABITS
TEACHING KIDS GOOD FINANCIAL HABITS It s never too early to start Young children Children as young as 5 can understand saving and spending and sharing. Create 3 glass jars with those labels. When your
More informationUnderstanding Demographics & How it affects your business
Understanding Demographics & How it affects your business 2010 Staging And Redesign, a division of First Impressions Home Staging & Interior ReDesign Page 128 Demographics doing our job and growing our
More informationThe Only 4 Types of Content
The Only 4 Types of Content You Will Ever Need to be Successful on Facebook Natalie Alaimo 01 1 How Facebook Marketing Works? In my own business, and in all of my training programs, I use and teach the
More informationFocus Group Research Lululemon Taylor Torcasso. Part A: Focus Group/Question Map
Focus Group Research Lululemon Taylor Torcasso Part A: Focus Group/Question Map Research Question: What draws consumers to shop with Lululemon over other competitors in the market, and how can we expand
More informationkoss resource white paper Growing Your CRE Business In the Digital Paradigm Part 1 of 12 The Landscape Is Changing
12410 Santa Monica Blvd Los Angeles, CA 90025 310.826.5663 - office 310.826.5677 - fax support@kossresource.com www.kossresource.com Growing Your CRE Business In the Digital Paradigm - 2015 Part 1 of 12
More informationThe Holiday Playbook. Sleigh your Holiday Goals with these 10 Data-Driven Campaigns
The Holiday Playbook Sleigh your Holiday Goals with these 10 Data-Driven Campaigns ABOUT THE HOLIDAY PLAYBOOK SKI RESORT PLAYBOOK The holiday season is one of the most chaotic times for marketers as they
More informationFocused Marketing. The Key To Growing Your Business In Any Economy. Robert Peters
Focused Marketing The Key To Growing Your Business In Any Economy By Robert Peters Contents Unfocused marketing...... 3 The shopping centre...... 3 Mass Marketing...... 4 What s the alternative?... 5 Focused
More informationKitchen Buyer Personas
Kitchen Buyer Personas 1 Do you know who your buyers are? If we were to ask you who your buyers are, you might get a little confused initially. Perhaps your mind goes to the most recent homeowners who
More informationWhy Do So Many Online Businesses Fail?
Why Do So Many Online Businesses Fail? Why do online businesses fail? This question isn t easy to answer. More often than not, there are multiple factors that prevent online businesses from turning a profit,
More information2016 Green Britain Index. Our Everyday Experts have their say on food waste
2016 Green Britain Index Our Everyday Experts have their say on food waste There are 20,000 people on our Everyday Experts panel. That s 20,000 people telling us what they think, what they like and don
More informationa list of ready, willing, and able buyers that will pay you cash and close as quick as you need them to do so.
Welcome to day three video three, yesterday we talked about probate misconceptions and your team and today we re gonna talk about Business Models, finding money, and finding probate leads. Let s start
More informationHow To Launch Your First Influencer Marketing Campaign BY TOM WARD
How To Launch Your First Influencer Marketing Campaign BY TOM WARD As social media use increases every year and platforms like Instagram, Snapchat, Facebook and Twitter becoming a larger part of our lives;
More informationGrow Revenue by Decreasing Cart Abandonment and Increasing Sale Frequency
Grow Revenue by Decreasing Cart Abandonment and Increasing Sale Frequency In 2016, ecommerce merchants lost an estimated $4.6 trillion worth of merchandise to abandoned carts, up from $4.2 trillion in
More informationHOW TO CREATE A FRENZY OF CUSTOMERS IN YOUR STORE
HOW TO CREATE A FRENZY OF CUSTOMERS IN YOUR STORE Free, Customized Traffic Scale Report will show you, very specifically, the benefits of awakening the Sleeping Buyer in your market. Click here to claim
More informationTop 10 Marketing Mistakes Even the Smartest Companies Make And How You Can Avoid Them
Top 10 Marketing Mistakes Even the Smartest Companies Make And How You Can Avoid Them By Susan LaPlante Dube & Maureen O Grady Condon, MS www.precisionmarketinggroup.com Top 10 Marketing Mistakes Even
More informationEpisode 105: Opening the Faucet with Google AdWords
Episode 105: Opening the Faucet with Google AdWords Guest: Niki Fielding This is Prove It. A podcast for impatient business owners, overwhelmed marketers, and PR practitioners with no time for podcasts.
More informationMore than Mobile Forms Halliburton s Implementation of an End to End Solution
CUSTOMER INTERVIEW More than Mobile Forms Halliburton s Implementation of an End to End Solution Hosted by: Mark Scott, VP Marketing, ProntoForms Yamina Hibbard, Global Asset Manager, Halliburton Mike
More informationDiscover Prepaid Jeff Lewis Interview
Discover Prepaid Jeff Lewis Interview Hi, it s Karen Webster for PYMNTS.com, and I m here today with Jeff Lewis, who is Director, Alternative Payments and Prepaid for Discover. Hi Jeff, thanks for joining
More informationGrowing your brand with influential experts
The Experticity Resource Library no. 35 An Experticity How-To Guide Growing your brand with influential experts Nutrition version 01 We know your experts. Do you? Like it or not, everything you eat affects
More informationCreating Loyal Customers
Creating Loyal Customers Brought to you by Page 1 of 6 In today s competitive retail environment it takes far more than a sequence of emails or coupons to engage consumers efficiently and create a loyal
More informationSPANISH SPEAKERS ORDER TAKEOUT: SE HABLÁ ESPAÑOL? MARCH 2018
MARCH 2018 SPANISH SPEAKERS ORDER TAKEOUT: SE HABLÁ ESPAÑOL? Hispanic consumers and takeout: a pairing that could bring a piece of $1.8 trillion to the industry s table if restaurants get the recipe right.
More informationBetter connections: Attitudes towards product sampling. September 2015
Better connections: Attitudes towards product sampling September 2015 Contents p2 p3 Methodology Audience segments p4-5 Executive summary p6 p7 p8 People love receiving product samples! How often do Australians
More informationReconsider. Your Marketing Mindset. 3 Do's and Don'ts for a Dynamite Strategy. Written By: Joe Macaluso. Executive Sales Manager
Reconsider Your Marketing Mindset 3 Do's and Don'ts for a Dynamite Strategy Written By: Joe Macaluso Executive Sales Manager As an executive sales manager, Joe Macaluso spends all day, every day hearing
More informationFacebook Massive Advertising Mistakes Maintain A Strategic Distance From These Crazy Blunders!
Maintain A Strategic Distance From These Crazy Blunders! Brought to you by EverythingRebrandable.com Table of Contents Table of Contents... 2 Introduction... 3 Mistake #1: Depending on Paid Advertising...
More informationBaby Boomers: Neglected by Marketers
Baby Boomers: Neglected by Marketers AN INTERVIEW WITH: Lori Bitter President and CEO, Continuum Crew March 04, 2011 Lori Bitter has spent more than 30 years in advertising, public relations and strategic
More informationSave Money When Grocery Shopping by Jeffrey Strain
Save Money When Grocery Shopping by Jeffrey Strain Unlike a fixed monthly cost such as your mortgage or car payment, the amount you spend on groceries each month is somewhat flexible. While the common
More informationINTRODUCTION THE PROBLEM AND ITS CONSEQUENCES
EXPLORING CUSTOMER RELATIONS INTRODUCTION The best work environment is one in which employers and employees work together as a team, supporting, leading, and sharing goals. In such an environment, each
More informationOnline Marketing. 7 Mistakes. Windows and Doors Manufacturers make in Marketing. 7 Mistakes
Online Marketing 7 Mistakes Windows and Doors Manufacturers make in Marketing 7 Mistakes Introduction At Jumptoweb, we spend the necessary time telling our clients that marketing isn t really that complicated.
More informationDo I need to open a store?
Do you know anyone who doesn't own at least one t-shirt? Almost every person owns at least one t-shirt. Take a look at a street in Spring, Summer or Autumn. How many of these pedestrians wear t-shirts?
More informationSpend-Setters. Millennials are big spenders, collectively spending $1.4 trillion annually by 2020,
MILLENNIALS Millennial consumers are highly coveted by marketers because they re beginning to shape their shopping behavior and they have real spending power. Want to learn how they buy, how they consume
More informationMore consumers are shopping for sales more often, using coupons more, and buying store brand and generic products. The State of the Consumer
As the economy changes for better or worse, consumers learn to adapt and make changes, specifically when it comes to budgeting and cutting costs. This research report covers the current state of the consumer
More informationTargetbase For more information visit:
ceocfointerviews.com All rights reserved! Issue: July 6, 2015 The Most Powerful Name in Corporate News Platform that Organizes and Interprets Data generated by Consumers across Devices and Engagement Opportunities
More informationHuge Profitable Spring Parties Study Guide
Huge Profitable Spring Parties Study Guide Welcome everyone to Huge Profitable Spring Parties! By the time we re through with this webinar, I have no doubt in my mind that you'll have the system you need
More informationPricing Crochet Fairly for Maximum Profit
Pricing Crochet Fairly for Maximum Profit From individual pieces to speaking engagements, don t sell yourself short Sedruola N. Maruska Copyright 2013 Sedruola N. Maruska / Yarn Obsession Copyright 2013
More informationUnderstanding Advertising
CHAPTER 7 Understanding Advertising Today we are surrounded by advertisements or ads as we call them. We watch these on television, listen to them on radio, see them on the streets and in newspapers and
More informationPHOTOGRAPHY MINI-SESSION CHECKLIST
PHOTOGRAPHY MINI-SESSION CHECKLIST www.joyofmarketing.com Choose a fun theme! Create a Theme & Beautiful Design Like a party, your invitation, promotional materials and event branding should set the tone
More informationConsumer Audit Report
Consumer Audit Report Dan Hoff The brand/business that I am choosing to audit for this report is Express. They are a midto-high priced clothing store. They specialize in lavish clothes like dress shirts,
More informationDigital Marketing Customer Workbook
Digital Marketing Customer Workbook Your First Step in Digital Marketing Success! Table of Contents: Introduction 3 Why Target My Audience 4 Questions to Answer 6 Business Goals 8 Customer Descriptions
More informationSEGMENTATION TO WIN THE MOMENTS THAT MATTER MOST
SEGMENTATION TO WIN THE MOMENTS THAT MATTER MOST Sean Gorenflo Sr. Director - Bank Marketing, Capital One Kim Garner Executive Advisor, Advisory Services, Neustar INTRODUCTIONS Sean Gorenflo has spent
More informationBasics of Social Media. The why, the what, and the how for your small business or nonprofit
Basics of Social Media The why, the what, and the how for your small business or nonprofit Constant Contact 2016 Welcome! Danna Crawford PowerSellingMom.com DannaCrawford@gmail.com /DannaCrawford1 @DannaCrawford
More informationHOW TO CREATE A STRONG BRAND
HOW TO CREATE A STRONG BRAND Defining your brand promise, positioning statement and bringing your brand to life for your customers PAGE 1 ABOUT THE AUTHOR Michelle is Chief Angel at Marketing Angels, Australia
More informationMulti-Touchpoint Marketing
Multi-Touchpoint Marketing Hey Ezra here from Smart Marketer, and I have an ecommerce brand that Facebook just did a case study on. They put us on their Facebook for Business page, because we're on pace
More informationYour Business. with. Inbound Marketing
Your Business with Inbound Marketing Table of contents So What is Inbound Marketing? Is it Just a Fad? Inbound marketing in a nutshell What inbound marketing can do for your business? But is inbound marketing
More informationREAL SOCIAL MEDIA MARKETING
REAL SOCIAL MEDIA MARKETING When the HYPE Isn t Working So, your company has been on Facebook, Twitter, YouTube and LinkedIn for a while and you haven t seen many results other than a number of people
More informationAmplifying the Voice of the Consumer
Amplifying the Voice of the Consumer How to get your user-generated content in front of more shoppers in more places Amplifying the Voice of the Consumer 1 Increase the Reach of Your User-Generated Content
More informationTHE ULTIMATE CUSTOMER PERSONA TEMPLATE
THE ULTIMATE CUSTOMER PERSONA TEMPLATE 1 BlueSteeleSolutions.com 1 BlueSteeleSolutions.com 940 312 7842 CONTENTS The Ultimate Customer Persona Template 3 Effective Marketing Is Tailored to a Specific Segment
More informationFacebook Advertising Best Practices
Facebook Advertising Best Practices Why Spend Money Advertising on Facebook? Over the last year, Facebook has changed its algorithm to make it harder for your organic (not paid) posts to show up in your
More informationBy Cindy Johnson, President Sampling Advisors Product Sampling in 2010
Newsletter #1 December 27, 2009 Sampling Trends 2010 Special Interest Articles: Free Sampling Planning help from Sampling Advisors Peel n Taste samples improve ROI for food & beverage brands The economy
More informationJuly 2015 RETAIL INDUSTRY INSIGHTS FOR TODAY S RETAILERS AND CPGS. Does gender influence shopping behavior?
In-Store Outdoor Insights July 2015 RETAIL INDUSTRY INSIGHTS FOR TODAY S RETAILERS AND CPGS Does gender influence shopping behavior? Gender and Shopping Habits In a world where personalization is paramount,
More informationGUIDE TO STARTING YOUR SMALL BUSINESS MARKETING STRATEGY
GUIDE TO STARTING YOUR SMALL BUSINESS MARKETING STRATEGY Table of Contents Before you started your business, chances are you came up with a business plan. You outlined your intentions, a goal, and specific
More informationD E B C WHAT DRIVES BRAND LOYALTY TODAY. What matters most to consumers in choosing your brand over the competition MORNING CONSULT BRAND TOOLBOX
F R E E A B A x y C D E B C WHAT DRIVES BRAND LOYALTY TODAY What matters most to consumers in choosing your brand over the competition WHAT S IN THE REPORT 01 INTRODUCTION Key findings and takeaways 03
More informationLIKES ARE GREAT, LEADS ARE BETTER
LIKES ARE GREAT, LEADS ARE BETTER How to Grow Your Business Using Social Media Copyright 2016 Act-On Software Social Media is a Beautiful Thing It allows you to do three important activities: connect with
More informationReveal The Teen: Market Research Project
2017 Reveal The Teen: Market Research Project evelynmcmarketing.com 3/23/2017 MARKET RESEARCH REPORT COMPILED AND WRITTEN 23/03/17 BY Shannon Thackrah: Sligo IT Joanna McMonagle: Loreto College Letterkenny
More informationFrom Customers to Brand Ambassadors How to find them, create them & keep them working for your brand
From Customers to Brand Ambassadors How to find them, create them & keep them working for your brand 1 Customer A person that buys goods or services. Brand Ambassador-Advocate An army of deliriously happy
More informationMARKETING. The book every marketer should read before their boss does Lonny Kocina
The CEO's Guide to MARKETING The book every marketer should read before their boss does Lonny Kocina Dear fellow CEOs, As the CEO of your organization, this should worry you. Your marketing team knows
More informationAbout the Author Chapter 1: Introduction Chapter 2: Facebook Ads Strategy for User Acquisition... 8
Contents About the Author... 4 Chapter 1: Introduction... 5 Chapter 2: Facebook Ads Strategy for User Acquisition... 8 Chapter 3: Campaign Structure and Optimization... 12 Chapter 4: Ad Targeting... 20
More informationEnhanced Employee Health, Well-Being, and Engagement through Dependent Care Supports
Enhanced Employee Health, Well-Being, and Engagement through Dependent Care Supports Webinar Question & Answer Session Transcript June 23, 2010 Dave Lissy, Chief Executive Officer, Bright Horizons Family
More informationMOBILE ADVERTISING BENCHMARKS Q Report
MOBILE ADVERTISING BENCHMARKS Q2 2015 Report In partnership with Catalina November 2015 Mobile Advertising Benchmarks Even big risk takers avoid making a significant investment in the unknown, and many
More informationGROCERYLIST++ TEAM ROLES PROBLEM AND SOLUTION OVERVIEW CONTEXTUAL INQUIRY CUSTOMERS ALYSSA
GROCERYLIST++ TEAM ROLES Project Management: Staci Menz Writing: Darrin Cole Design: Anna Kong Development: Peter Huss User Testing: Brian Chan PROBLEM AND SOLUTION OVERVIEW The problem we are trying to
More informationZen & The Art of Legal Networking
Zen & The Art of Legal Networking June 28, 2011 by Lindsay Griffiths Beyond Blogging: Twitter, Facebook and LinkedIn - A Re-Cap of LexBlog's Webinar This afternoon, I had the good fortune to sit in on
More informationSmall Food Stores in Rural Communities
Small Food Stores in Rural Communities Courtney Pinard, PhD Leah Carpenter, MPH Teresa Smith, MS Gretchen Swanson Center for Nutrition About Us www.centerfornutrition.org www.facebook.com/centerfornutrition
More information412% Annualized ROI with Direct Mail
DATA-DRIVEN MARKETING CASE STUDY MARKETING ON PURPOSE 412% Annualized ROI with Direct Mail We ve made direct mail smart again. 16 CLIENT LOCATIONS SINCE 2017 The Direct Mail Challenge Direct mail is a
More informationAdvertising spending
Advertising spending Where is the ROI? Presented by: Anne- Marie Roerink 210 Analytics Kirk Clark Mitchell Grocery Neal Leonhardt Brookshire Grocery Tom O Reilly Aptaris 1 Advertising & Promotional Practices
More informationWhite paper. Millennial Moms: 4 Questions To Answer For Successful Brand Relationships
White paper Millennial Moms: 4 Questions To Answer For Successful Brand Relationships The Millennial Mom Millennial Mom is all the rage right now. She is smart, savvy, and considers her options. She s
More information5 Steps to Personalized Marketing
5 Steps to Personalized Marketing What is Personalized Marketing Historically, marketing has been an all-or-nothing affair: messages are distributed to the largest possible number of people, attempting
More informationHow Much Does Facebook Advertising Cost? The Complete Guide to Facebook Ads Pricing
Bu er Social Advertising How Much Does Facebook Advertising Cost? The Complete Guide to Facebook Ads Pricing Share with Bu er 111 SHARES 2 COMMENTS Written by Alfred Lua Jan 10, 2017 Last updated: Jan
More informationWhat shoppers really want from personalized marketing
Julien Boudet, Brian Gregg, Gustavo Schuler, and Jane Wong What shoppers really want from personalized marketing October 2017 What customers want and what businesses think they want are often two different
More information5 MARKETING MUST-HAVES
5 MARKETING MUST-HAVES for every business TO BRAND AND MARKET YOUR BUSINESS, YOU LL NEED: 1. A brand identity 2. An elevator pitch 3. Promotional tools 4. A social network 5. An experienced mentor YOU
More information5 Marketing Must-Haves
5 Marketing Must-Haves for every business To brand and market your business, you ll need: 1. A brand identity 2. An elevator pitch 3. Promotional tools 4. A social network 5. An experienced mentor You
More informationuinceanera com MEDIA KIT
MEDIA KIT 2016 Who we are The Latino quinceañera celebration originates centuries ago as a coming-of-age celebration on a girl s 15th birthday to mark her passage to womanhood. Quinceañeras have evolved
More informationInnovative Marketing Ideas That Work
INNOVATIVE MARKETING IDEAS THAT WORK Legal Disclaimer: While all attempts have been made to verify information provided in this publication, neither the Author nor the Publisher assumes any responsibility
More informationMillennials are crowdsourcingyouhow companies and brands have the chance to do
millennial pulse 2017 SPECIAL REPORT Millennials are crowdsourcingyouhow companies and brands have the chance to do what Millennials think they can t do themselves Be the crowd. Millennials are counting
More informationHow to drive profits with customer segmentation. A beginner s guide to breaking down your market into targetable groups
How to drive profits with customer segmentation A beginner s guide to breaking down your market into targetable groups Table of contents 3 5 Introduction Why segmentation? 8 9 11 13 17 21 5 steps to build
More informationThe Drug Store Shopper - US - February 2015 This report is supplied in accordance with Mintel's terms and conditions. Mintel Group Ltd.
The Drug Store Shopper - US - February 2015 This report is supplied in accordance with Mintel's terms and conditions. Mintel Group Ltd. Key points Nearly one third of drug store shoppers will typically
More informationReflections of a Six-Time CMO
Reflections of a Six-Time CMO Daniel McGinn Webb Chappell Joe Tripodi was appointed to the top marketing job at Mastercard in 1989 and since then has served as the CMO of Seagram s, the Bank of New York,
More information1 01. Customer Acquisition vs. Customer retention: the big challenge The role of Retention Marketing in e-commerce
1 01. Customer Acquisition vs. Customer retention: the big challenge 3 02. The role of Retention Marketing in e-commerce 6 03. Refine Customer Experience and drive customer retention with these 7 tips
More informationThe Growing. How consumer dependence on ratings and reviews continues to evolve Power of Reviews 1
The Growing Power of Reviews How consumer dependence on ratings and reviews continues to evolve PowerReviews. All Rights Reserved 2014 Power of Reviews 1 CONTENTS 4 Introduction The evolving role of user-generated
More informationHow Pat Callahan Built Urban Renaissance Group on a Foundation of Values. Pat Callahan, CEO of Urban Renaissance Group
Home Commercial How Pat Callahan Built Urban Renaissance Group on a Foundation of Values How Pat Callahan Built Urban Renaissance Group on a Foundation of Values August 18, 2017 Pat Callahan, CEO of Urban
More informationHow to win in Digital and Ecommerce Collaboration with Retailers
How to win in Digital and Ecommerce Collaboration with Retailers Grocery and CPG Ecommerce Fast Growing AMAZON Grocery Sales Q2 2017 CPG Ecommerce Sales Forecast (in billions) $420 million +50% vs YAG
More informationThe ethnic makeup of the U.S. has begun changing. Ethnic Marketing by the Numbers
Ethnic Marketing by the Numbers Integrating Diverse Data Can Reveal New Opportunities Chris Hammer Senior Product Manager U.S. Marketing 10 f e a t u r e Consumer Insight Spring 2005 The ethnic makeup
More informationHow to drive customer retention in e-commerce. 7 tips to transform your online business and thrive
How to drive customer retention in e-commerce 7 tips to transform your online business and thrive Table of Contents 1 01. Customer Acquisition vs. Customer retention: the big challenge 3 02. The role of
More informationStrategy Document for J. Crew Elise Falcon
Strategy Document for J. Crew Elise Falcon 1 2 Situation Analysis..3 Brand Description..3 Marketing Problem......4 Marketing Objectives. 5 Competition 6 Target Segmentation and Justification 8 Positioning..9
More informationAFP. Reality Donors
AFP Information Exchange The Shrinking Donor: How to Combat the Reality of Today y s Shrinking Number of New Donors ~ This AFP Information Exchange resource is provided by: Contact: 800-241-93511 http://www.grizzard.com
More information8 Ways To Build Your Brand Using Social Media
TIP SHEET 8 Ways To Build Your Brand Using Social Media TABLE OF CONTENTS: 03 04 04 05 05 06 06 07 07 08 Intro Tip 1 - Determine Goals for Your Social Media Engagement Tip 2 - Determine Your Online Brand
More informationBy Cindy Johnson, President Sampling Advisors Product Sampling in 2012
Newsletter #1 January 10, 2013 Sampling Trends 2013 Special Interest Articles: Free Sampling Planning help from Sampling Advisors Request Based sampling; hurdles to overcome BrandShare a case study on
More informationBIGAWARDS PLUS FOCUSED ON THE PICTURE RETAILER PROFILE PRESIDENT/OWNERS MARSHALL, MN NANCY KOR AND BRIAN KOR, CRS BY K. SCHIPPER JANUARY 2012
PRESIDENT/OWNERS NANCY KOR AND BRIAN KOR, CRS FOCUSED ON THE PICTURE BIGAWARDS PLUS MARSHALL, MN BY K. SCHIPPER When Brian Kor bought his business in 1998, he describes it as a downtown retail awards business
More informationAmericas retail report
Americas retail report Redefining loyalty for retail June 2015 Redefining loyalty for retail Today, American consumers have more shopping choices than ever before. They have access to more diverse retailers
More informationDenise Lee Yohn Reveals What Great Brands Do
blog.getabstract.com http://blog.getabstract.com/denise-lee-yohn-reveals-what-great-brand-do/#more-3583 Denise Lee Yohn Reveals What Great Brands Do Hannah Litman In this age of Internet and social media,
More informationFirst up is Phil Butler, talking about how the standards for not-for-profits have changed over time.
7. Financials Speaker Key: PC Ellen Leabeater David Knowles Phil Butler Patricia Carroll Welcome to the Community Colleges Australia podcast on board governance. I m Ellen Leabeater. This episode is all
More informationSEASONAL PACKAGING: A How to guide to increasing your share of the $800 billion consumers spend annually for holidays and events
SEASONAL PACKAGING: A How to guide to increasing your share of the $800 billion consumers spend annually for holidays and events CONSUMER HOLIDAY SPENDING OFFERS A HUGE OPPORTUNITY TO BOOST RETAIL SALES.
More informationDriving Profitable Sales with the New Empowered Customer
IBM Point of View Driving Profitable Sales with the New Empowered Customer 1 IBM Internal Copyright IBM Corporation 2014 The quickly evolving customer 2010 Meeting the Demands of the Smarter Consumer 2011
More informationUNIT 7 Achievement Test Name Listen to each conversation Read the questions Then listen again and circle the letter of the correct answer Example: They are a haggling b comparison shopping c window-shopping
More informationName of Nominee: Ms Ho Ping Ping Name of company: Yapi Pte Ltd Name of Student Interviewer: Shahidah Bte Abu Date of interview: 19 th May 2017
Name of Nominee: Ms Ho Ping Ping Name of company: Yapi Pte Ltd Name of Student Interviewer: Shahidah Bte Abu Date of interview: 19 th May 2017 Q1) What is the nature of your business? Nominee: We are in
More informationAt This Education Nonprofit, A Is for Analytics Social services agencies are turning to data to find the practices that get the best results.
At This Education Nonprofit, A Is for Analytics Social services agencies are turning to data to find the practices that get the best results. Big Idea: Data & Analytics Interview June 30, 2015 Reading
More informationFood prices, substitutability,
Page 1 of 5 Who are the Black Belts? They re good thinkers we've met in our travels who've demonstrated a willingness to share ideas. find out more Food prices, substitutability, and shoppers October 15,
More information