6. 6#Portada17 #PortadaSportsBiz 6#Portada17 #PortadaSportsBiz
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Search for EventMobi
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Enter Portada17 as your Event
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10. We hear you. Our solutions are focused on future
PR, direct, positioning, native,
Networking, 1-1 intros, events
Insights, exposure, research,
consulting, recruiting, training
Media Company Executives
Marketing Tech Executives
1. Selling. We offer connections and access to your
2. Branding. We help you be well positioned within
Creative Media Technolog
UX / Interface Design
SEM & SEO
Microsites / Blogs
Data Driven Insights
3. Knowledge. We will double down covering top
trends and provide you with market intelligence
● Eighteen 22-minute knowledge panel discussions with two
● Ten case-based presentations; One “solve your issue”
3. Knowledge & Networking events 2017/2018
● Two service speed-dating sessions and theme tables
● Best-in-class meeting app for face to face introductions and
access to directories
● Two local premier meals & Signature cocktails and DJ
● Modern & cool location with gift package, concierge and city
The brightest thought leaders and decision
makers in the MMT Industry from Latin America
exchange ideas, business opportunities, and
discuss major innovations and challenges.
Top leaders gather twice a year to
exchange ideas, recommendations, and
best practices in Miami or NY, or around
any top global event.
Americas Council Winter and Sping
The best minds in Marketing, Media and
Technology discuss the latest trends
and opportunities in the marketplace.
Plus unparalleled networking
We renewed our oath focused on you
As a leading trade solutions based platform
our mission is to help our business partners
and community achieve a competitive edge
by providing best-in-class networking,
brand positioning, and useful knowledge and
Premium & Gold
OUR PRODUCTS AND SERVICES
Access to Portada NY & Miami
conferences, hotel, 6 Portada
breakfasts, research and webinars
Exclusive participation to top- level
gatherings with top members of a MMT
community in a special setting (2/year).
Includes hotel, ticket, site presence,
speaker options and other webinars,
magazine and materials;
Portada Council of
Founding Board Member
Networking, branding and positioning
services for business partners. We are
committed to helping our clients sell
more and be very well positioned.
Direct marketing to buyers, research
sponsorships and event driven
19. 19#Portada17 #PortadaSportsBiz
Maria Lucia Parra
President and Senior Researcher
Peter P. Snitzer Jr.
9:10 AM - 9:40 AMMULTICULTURAL SHOPPERS
27. We produce the brands you love…
Baking Ice CreamBeverage
Pizza & Snacks
Across different categories in our 7 divisions
28. MULTICULTURAL is a The Way to Grow
VISION: Drive Multicultural consumers preference
for our brands to accelerate growth by incorporating
a Total Market approach from insights, decoding to
GOAL: Increasing our NUSA Hispanic Dollar Sales
to fair share of Population by 2020
32. Nestle has a UNIQUE position with Hispanics
LANGUAGE PREFERENCE SpanishEnglish
Only CPG that blends LATINO
HERITAGE & AMERICAN
ACCULTURATION LEVEL LESSMORE
33. From To
How can Nestle inject CrossCultural DNA into the
➢ International Imported Brands ONLY
➢ Individual Brand Goals
➢ Hispanic Dedicated effort ONLY if budget
➢ Hispanic approach based on Acculturation
✓ Building and Empowering Internal Expertise
✓ Company wide Brand Goals
✓ Hispanic Strategy integrated into Brand Plans
✓ Total Market Approach with Cultural Relevance
34. To Accelerate GROWTH Hispanic is a MUST-WIN
Objective: Deliver incremental Sales for Nestlé USA by unlocking
the Multicultural Consumer Opportunity through our Traditional
As a Super Premium Ice-cream didn’t taught
Hispanics could be a Great Opportunity for
GROWTH to their surprise they were one of the
Most Valuable Consumer’s!!
Hispanic consumers had a lower level of
Awareness, but once they get to know the
brand they spend More and are More Loyal.
How can we introduce the brand to the
segment, where they didn’t know it
37. As a leader in the frozen pizza category,
DiGiorno wanted to be the 1st in speaking to
Hispanics in ways they could connect and relate
Increase Brand Relevance, Engagement and
Hispanic Household Penetration
The Brand wanted to incorporating a TOTAL
38. FIRST STEP WAS TO UNDERSTAND HISPANICS & PIZZA
‣ Their familiarity with pizza is basic but they know if their kids and guest like it – they win!
‣ Overall, pizza can play a central role as a social connector
‣ Being part of the “prepping process” makes the host feel accomplished
‣ Creative breakthrough that connects on a cultural level
‣ Double digit growth and market share increase
‣ Increasing Hispanic Household penetration
41. 1. Top Management Commitment
2. Define our Process and Gain Alignment
3. Inspire our Teams about the Opportunity
Nestle Keys to Success
42. Key Take Aways
1. Be OPEN to lead with Hispanic Insights as they drive INFLUENCE & cross over.
Sometimes you need to start and continue EVOLVING
1. Be INCLUSIVE of Multicultural consumers even in very traditional American
brands as it will increase your AFFINITY with MILLENIALS and consider different
touchpoints for the MEDIA plan
1. ALL BRANDS independent of size & budgets…Now CAN address Hispanic
Consumers its just need to start with Top Management commitment and knowing
it’s a Total company effort
74. 74#Portada17 #PortadaSportsBiz
Senior Director Multicultural
Head of Multicultural Social Media
CEO and Founder
BRAND CHALLENGE 10:15 AM - 10:40 AM
75. 75#Portada17 #PortadaSportsBiz
BRAND CHALLENGE 10:15 AM - 10:40 AM
Issue Program Description
Brand’s Marketing Toolbox
Where does an influencer strategy and initiative fit
within your brand’s marketing tools and mix (i.e. TV, print,
digital, social, merchandising, experiential)?
Brand “borrows” an influencer’s brand equity; should
brand modify or adjust brand essence to accommodate that
Levels of Influencers
What kind of influencer? A a full-fledged brand
spokesperson or just a content creator (e.g. a social media
influencer who develops branded content for brand’s social
media channels, e.g. Facebook page)
Metrics How do you measure the effectiveness of influencers?
How can influencers help your brand?
98. Capitalize on GM Partners’ Spend to Create Cost
Efficiencies & Rate Reductions Across the Portfolio
Leverage GM Assets and Undertone’s Creative Studio
• User GM logos, fonts, and overarching brand
• Strategize with Hispanic Team on conceptual and
Leverage Cross Campaign Data to Derive
Actionable Learnings and Insights
Create Efficiencies Across the Portfolio
99. CREATIVE BLUEPRINT
Custom Template For Auto Brands Allows For
Quick Creative Turnaround Time For Different
Regional Messaging And Creative Refreshes
Shared Brand assets
Hey Philly – Find the Mustang that’s right for you
CENTRAL BRAND MESSAGE
Audience Specific Call to Action
107. Global Reach of 1
markets, the United
States, and emerging
markets in América.
In total this
than a third
WE ARE GLOBAL OUT OH HOME
137. OUR COMPANY
Corporate Location: Plano, Texas
Number of Stores: 4,285
Locations: All 50 states, Canada, Mexico,
and Puerto Rico
Number of Employees: 20,100
Annual Revenue: $3.1BN
22% Hispanic Customer Base
Mix of Spanish-preferred and Acculturated
Hispanics highly RTO enthusiastic once
they learn about it
Brands matters more for electronics than
Advertising with a price is key – budget!
142. National Promos
& Sales Events
Single Channel Lifecycle
Prospect Direct Mail & FSI
Social Media Marketing
Channel Marketing – Moneyball Style
143. Key Takeaways
Triangulate Your Hypothesis
Map Markets to Customer Journey Lifecycle
Remain Loyal to the Brand
Execute Channel Strategy “Moneyball” Style
Be Proud of Your Company and Culture
145. DID YOU KNOW???
on groceries by
22% Increase in
at grocery from
61% of Hispanics
are very likely to go on
56% spend over
20 hours week
66% more whole
milk than GM.
31% of Hispanic
soccer fans (more
than 2X GM).
148. Acculturation helps you define language usage for your communications and may even give you
a hint about product acceptance.
ADDRESS HISPANIC CONSUMERS
2. Consider using
For a U.S. Dominant or Bicultural audience, blend both Spanish and English into your campaign, keeping
English as the primary language but integrating Spanish phrases, quotes, terms, etc. to truly connect to
• Are Spanish-dominant.
• Have recently arrived in the U.S.
• Rely on Spanish media.
• Practice Hispanic traditions.
• Are bilingual.
• Are born in the U.S or have been
in the U.S for several years.
• Are comfortable with Spanish
and English media.
• Loyal to Hispanic traditions.
• Are English-dominant.
• Are born in the U.S or have been for
more than 10 years.
• Prefer English media.
• Observe few Hispanic traditions.
149. Hispanic mobile phone users are more likely to access the internet - 40%
vs. 34% GM. According to most surveys, Hispanics are 1.5 times more likely
to buy mobile apps and digital media than non-Hispanics. Be sure to
optimize all your digital touch points and campaigns for mobile.
ADDRESS HISPANIC CONSUMERS (Cont.)
3. Create mobile-friendly
4. Include Hispanic culture in
88% of digital-using Hispanics pay attention to online ads that include
aspects of their culture - regardless of the ad’s language (Google
Hispanic Marketing Forum, 2015)
5. Be aware of culture
It all comes down to being aware of cultural diversity within any country,
where multiple ethnicities and language dialects exist.
Be able to relate with Hispanics the way they relate to one another.
Know their local culture, language, and customs.
151. How To Win With Hispanics Through Mobile Marketing
The average Hispanic mobile user uses 762 minutes per month on their mobile plan, more than the
average of 510 minutes per month for all consumers. (Nielsen Mobile Insights Study)
➢ “Content is king” but “Context is everything”. Keep in mind
the passion points of content.
➢ Incorporate Culture – The most relevant is use of family
➢ Use technology – Work with a company that has the
technology and rich data plus the ability to sub-segment
according to preferences and buying habits, places visited,
➢ Target the diverse groups – By country of origin, by age, etc.
Use keywords, storytelling, etc. (One size does not fit all)
➢ Invest in mobile video and social –Freedom to watch content
that they want without relying on TV and family preferences.
Hispanics are social in nature.
152. IS THERE A NEED FOR
EVEN WHEN TARGETING
153. IN LANGUAGE – TARGETING MILLENNIALS
➢ In-Language?: When people refer to connecting with U.S. Hispanics ‘in language,” they mean Spanish.
U.S.-born Latinos prefer to consume media in English. However, bilingual consumption of Spanish-
language media remains high. In fact, 40% of U.S Hispanic Millennials 18-34 are actually foreign-born,
and therefore, bilingual or Spanish-dominant.
➢ Don’t forget to think “in-culture”: Use Spanish as a tactic but keep your creative in English. There are
so many options in the marketplace that we use via mobile for in-culture messaging. E.g. Serve ads
on HispanicKitchen.com when targeting the Hispanic Millennial foodie who is interested in Latin
recipes to cook a Latin dish. You will be embracing and understanding their passion points (food),
making the creative (English) relevant to them while allowing them to connect with their Spanish
➢ Go Mobile: 40% of those surveyed in the 18 to 34 age range said that mobile is the advertising
medium that most influences a purchase decision. Advertising via mobile is the most effective way to
collect 1st party data, conduct brand and store visitation studies, understand behaviors and track
message effectiveness. Not to mention optimizing in real-time what creative works best and being
able to automatically switch to the one that has the best CTR.
155. Key Takeaways
➢ Hispanics are driving the growth and represent $2 Trillion in spending power - whether we are
speaking about Millennials or GenZ’s, Latinas, Moms, etc. - CREATE THAT BUDGET!!!
➢ Spanish AND English are necessary tactics. Executing campaigns in language (Spanish), in culture
(English incorporating Spanish culture) and in context is Key when it comes to connecting with
Hispanics. (One size does not fit all).
➢ Conduct research - 82% of bilingual and 60% of English-dominant Hispanics surveyed thought
brands should reach out to consumers in both English and Spanish. (Facebook IQ Study)
➢ Run Studies for your campaigns - brand lift, Store Visitation, etc. - It will inform you on Hispanic
purchase behaviors after they are exposed to creative and/or call to action, message effectiveness,
➢ GO MOBILE! Best way to collect valuable 1st party data, track engagement and increase sales lift
Hispanics look for experiences that impact their lives in a positive and personalized way.
What is more personal and effective than MOBILE?
Multicultural Marketing Manager
Jose Manuel Montenegro
SVP, Group Partner, Multicultural Planning
Senior Digital Director, Senior Partner
Director International Events & Marketing
4:10 PM – 5:15 PM
TABLE LEADERS INCLUDE:
VP of Business Development
Senior Marketing Manager, Hispanic
Associate Media Director
D Exposito & Partners
4:10 PM – 5:15 PM
TABLE LEADERS INCLUDE:
After two days of top-notch
content, what better way to relax
than by having refreshing drinks
on the rooftop and enjoying
breathtaking views of