Insights Into the Fragmented Hispanic Market Segments

Thank you to our wonderful Sponsors

Special Thank You

o Our sponsor of today’s event

President

Kirsty NunezPast President

Dan BishopPresident-Elect

Shelley Callahan

Secretary

Liz SnyderVP Finance

Kathy Townend

SD AMA Chapter Leadership

VP, Special Events

Paul June

VP, Collegiate Relations

Mary Beth McCabe

VP, Analytics & Content

Jimmy Page

VP, Communications

Frank Cowell

Co-VP, Programming

Amy MuraokaCo-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

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

Keep In Touch

owww.sdama.orgo@SANDIEGOAMAofacebook.com/sandiegoamaoLinkedIn

San Diego County Fair

Hispanic Marketing Program

Luis ValdiviaMarketing Manager

2010 Hispanic PopulationUnited States

50,477,594 16.3% of totalMexican 63%

California14,013,71937.6% of totalMexican 81.5%

San Diego Co.991,34832% of totalMexican 87.7%

Miami-Dade Co.1,623,85965% of totalCuban 52.7%

Language Usage

Not all Hispanics speak Spanish

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

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

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

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

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

Hispanic Market segments

Presented for American Marketing Association 2.27.14Dr. Mary Beth Mccabe

Hispanics are mobile Focused

Source: McCabe, International Journal of Mobile Marketing, Jan 14

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)

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 homeAttributes – low income, convenience stores, little/no smartphone usage