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INFLUENCING THE Aha! Moment
AHA! When we decide to take action !
Let’s go back to 1990!
Few channels to play with !
Fast forward 2015!
More complex and evolving media landscape !
FILTER OUT !INFORMATION !
CLUTTER!Crowded, Noisy Place !
Photo Credit:Craing Sunter https://creativecommons.org/licenses/by-nd/2.0/-
5,000 BRAND MESSAGES !PER DAY !
8 SECOND !A goldfish have better attention span than us!
Photo Credit:Craing Sunter https://creativecommons.org/licenses/by-nd/2.0/-
NO ONE WAKES UP AND SAYS:“I want to see an ad”!
WANT TO SHARE A STORY !Friends, Family, and Co-workers !
TO BE IN FRONT !OF INFLUENCERS
50% are influenced by their children when making decisions !
Latinos turn to family and friends for their health information !
57 % said family and !friends are primary !source of information!
85% of moms seek advice !and 89% give advice !
Source: IAB, SMG Multicultural, Specifmedia, Latinum Network
Close to 60% are !influenced by their !spouse/partners !
1in 4 Hispanic families! have 3 generations living together!
Over-index in just about everything - newest and oldest media !
“Hispanic consumers see mobile technology as critical to support their mobile lifestyle”- pwc!
cHispanics spend
39% ! spend more time !watching video on their smartphones
each month vs. total population !
9 !hours !
per week !watching TV!
cHispanics spend
Spanish speaking are
driving the app usage !
20% !Hispanic 60+ !
watch streaming video weekly!
cHispanics spend 79% !own a !
smartphone !
More likely to multitask on other devices !while watching TV!
HOW CAN WE !strengthen our strategy? !
Focus on what is constant !
CULTURE + CONTENT + CONTEXT
CULTURE !Understand the values and cultural orientation that drive each generation aspirations !
First generation want a better future for his children!
Stand out and be noticed, be the hero, the healer, and the rescuer!
Hispanic moms want everyone to be and stay healthy !
CONTENT!Develop content that speaks to aspirational values !
How does this content help my audience move to his/her aspiration(s)? !
How are we making it shareable? !
Important decisions are made collectively !
ENGLISH, SPANISH OR BILINGUAL? !
Does not have to be an either or proposition !
is personal !CONTEXT !
FIT INTO MY LIFE?!How does this channel!
My (audience)use the (media channel) to ______ in this (circumstance)!
A first generation Hispanic uses an Apple Watch to check phone messages because he can’t hear his mobile phone !
Millennial Hispanics use Twitter and Facebook to advance a cause that is important to the community!
A Spanish speaking mom uses Facebook and WhatsApp to keep in touch with family and friends in her country !
STRATEGY Culture + Content + Context !
AHA! !moment !
